本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
暗蚀
案例简介：年轻的旅行者总是在寻找独特的体验。他们不认为游轮是其中之一。这对皇家加勒比国际来说不是好消息。为了发展,邮轮公司必须找到一种方法来接触 “新邮轮” 消费者。他们如何打破旧的观念，变得与文化相关？ 答案写在星星上。我们意识到，伟大的美国日食将是 2017 年最大的文化时刻之一。我们知道，大量的品牌将在地面上活跃起来。但是没有人能像皇家加勒比海那样在海上活动。所以我们启动了日全食巡游。为了让这个千载难逢的想法成为现实，我们让世界上最大的游轮偏离了航线,直接进入日食的 “整体之路” -- 这和听起来一样具有挑战性。从分配燃料到说服港口在意想不到的时间停泊世界上最大的游轮，有几十个独特的挑战。我们创造了终极的日食体验:邦妮 · 泰勒在太阳日全食期间表演她标志性的 80 年代歌曲《心之日全食》。皇家加勒比使日食黯然失色。业务影响: 平均客人年龄: 降低五年售罄的船，最后一间船舱价格为 15K 以上去年比同样的邮轮增加了 500 美元。船上支出增加了 20%,每位来宾媒体和社会保护: 63亿 + 总印象 2,000 赢得媒体报道 54,000 社交帖子 GMA，今天，有线电视新闻网，天气频道直播报道亮点: BuzzFeed，E!新闻，吉米 · 金梅尔现场直播，麦克风，滚石，SNL 华尔街日报称激活 “智能日全食”; 命名为他们最喜欢的日食特技。 esquire 宣称，“日食最好的部分甚至不会是日食。 “#1 趋势主题: Facebook #2 趋势主题: TwitterAnd beyond:邦妮 · 泰勒的《心之日全食》首次在 iTunes 上排名第一，击败了贾斯汀 · 比伯的夏季精彩歌曲《德西帕托》。"
暗蚀
案例简介：Young travelers are always looking for unique experiences. They don’t consider cruises to be one of them.That’s not great news for Royal Caribbean International.In order to grow, the cruise line had to find a way to reach “new-to-cruise” consumers.How could they break old perceptions and become culturally relevant?The answer was written in the stars.We realized that The Great American Eclipse would be one of the biggest cultural moments of 2017.And we knew that boatloads of brands would be activating on the ground. But nobody could activate at sea like Royal Caribbean.So we launched the Total Eclipse Cruise.To make this once-in-a-lifetime idea a reality, we sent the world’s largest cruise ship off-course, straight into the eclipse’s “path of totality” – which is just as challenging as it sounds.From fuel allotment to convincing ports to berth the world’s largest cruise ship at an unexpected time, there were dozens of unique challenges.We created the ultimate eclipse experience: Bonnie Tyler performing her iconic ‘80s song “Total Eclipse of the Heart” during the total eclipse of the sun.Royal Caribbean eclipsed the eclipse.Business impact:• Average guest age: lowered by five years• Sold-out ship, with last cabin at $15K+• Before sailing, generated $500K more than same cruise last year• 20% increase in onboard spending, per guestMedia and social conservation:• 6.3 billion+ total impressions• 2,000 earned media placements• 54,000 social posts• GMA, TODAY, CNN, The Weather Channel broadcast live• Coverage highlights: BuzzFeed, E! News, Jimmy Kimmel Live, Mic, Rolling Stone, SNL• The Wall Street Journal called the activation “total eclipse of the smart”; naming ittheir favorite eclipse stunt.• Esquire declared, “the best part of the eclipse won’t even be the eclipse.”• #1 trending topic: Facebook• #2 trending topic: TwitterAnd beyond: Bonnie Tyler’s “Total Eclipse of the Heart” surged to number one on iTunes for the first time, beating Justin Bieber’s summer smash, “Despacito.”
Eclipsing the Eclipse
案例简介：年轻的旅行者总是在寻找独特的体验。他们不认为游轮是其中之一。这对皇家加勒比国际来说不是好消息。为了发展,邮轮公司必须找到一种方法来接触 “新邮轮” 消费者。他们如何打破旧的观念，变得与文化相关？ 答案写在星星上。我们意识到，伟大的美国日食将是 2017 年最大的文化时刻之一。我们知道，大量的品牌将在地面上活跃起来。但是没有人能像皇家加勒比海那样在海上活动。所以我们启动了日全食巡游。为了让这个千载难逢的想法成为现实，我们让世界上最大的游轮偏离了航线,直接进入日食的 “整体之路” -- 这和听起来一样具有挑战性。从分配燃料到说服港口在意想不到的时间停泊世界上最大的游轮，有几十个独特的挑战。我们创造了终极的日食体验:邦妮 · 泰勒在太阳日全食期间表演她标志性的 80 年代歌曲《心之日全食》。皇家加勒比使日食黯然失色。业务影响: 平均客人年龄: 降低五年售罄的船，最后一间船舱价格为 15K 以上去年比同样的邮轮增加了 500 美元。船上支出增加了 20%,每位来宾媒体和社会保护: 63亿 + 总印象 2,000 赢得媒体报道 54,000 社交帖子 GMA，今天，有线电视新闻网，天气频道直播报道亮点: BuzzFeed，E!新闻，吉米 · 金梅尔现场直播，麦克风，滚石，SNL 华尔街日报称激活 “智能日全食”; 命名为他们最喜欢的日食特技。 esquire 宣称，“日食最好的部分甚至不会是日食。 “#1 趋势主题: Facebook #2 趋势主题: TwitterAnd beyond:邦妮 · 泰勒的《心之日全食》首次在 iTunes 上排名第一，击败了贾斯汀 · 比伯的夏季精彩歌曲《德西帕托》。"
Eclipsing the Eclipse
案例简介：Young travelers are always looking for unique experiences. They don’t consider cruises to be one of them.That’s not great news for Royal Caribbean International.In order to grow, the cruise line had to find a way to reach “new-to-cruise” consumers.How could they break old perceptions and become culturally relevant?The answer was written in the stars.We realized that The Great American Eclipse would be one of the biggest cultural moments of 2017.And we knew that boatloads of brands would be activating on the ground. But nobody could activate at sea like Royal Caribbean.So we launched the Total Eclipse Cruise.To make this once-in-a-lifetime idea a reality, we sent the world’s largest cruise ship off-course, straight into the eclipse’s “path of totality” – which is just as challenging as it sounds.From fuel allotment to convincing ports to berth the world’s largest cruise ship at an unexpected time, there were dozens of unique challenges.We created the ultimate eclipse experience: Bonnie Tyler performing her iconic ‘80s song “Total Eclipse of the Heart” during the total eclipse of the sun.Royal Caribbean eclipsed the eclipse.Business impact:• Average guest age: lowered by five years• Sold-out ship, with last cabin at $15K+• Before sailing, generated $500K more than same cruise last year• 20% increase in onboard spending, per guestMedia and social conservation:• 6.3 billion+ total impressions• 2,000 earned media placements• 54,000 social posts• GMA, TODAY, CNN, The Weather Channel broadcast live• Coverage highlights: BuzzFeed, E! News, Jimmy Kimmel Live, Mic, Rolling Stone, SNL• The Wall Street Journal called the activation “total eclipse of the smart”; naming ittheir favorite eclipse stunt.• Esquire declared, “the best part of the eclipse won’t even be the eclipse.”• #1 trending topic: Facebook• #2 trending topic: TwitterAnd beyond: Bonnie Tyler’s “Total Eclipse of the Heart” surged to number one on iTunes for the first time, beating Justin Bieber’s summer smash, “Despacito.”
暗蚀
暂无简介
Eclipsing the Eclipse
暂无简介
基本信息
- 广告战役： #Eclipsing the Eclipse#
- 广告品牌： Royal Caribbean Cruises
- 发布日期： 2018-11-01
- 行业领域： 出行工具 , 汽车/工具
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
