Data into Dollars|海报/平面|广告营销案例【ADGuider广告指南】

数据转换为美元

案例简介：概要在美国，电话数据很贵。但是对于 Xfinity Mobile，它不是。事实上，Xfinity Mobile 是一家新运营商，旨在通过连接到其 1800万个 WiFi 热点中的任何一个，帮助手机用户在数据上节省大量资金。听起来不错，是吗？但是我们竞争对手的客户并没有真正关心转换 -- 直到我们向他们展示他们在数据上花了多少钱，只是为了看 YouTube 视频。战略在一个以竞争力为标志的类别中，我们想给其他运营商的客户一个转换的坚实理由: 流媒体视频的费用。多亏了 YouTube 对保险杠广告的定位能力，我们能够创建一个专门针对手机用户的活动 (YouTube 允许专门针对手机用户) 他们与我们的竞争对手之一运营商有联系 (YouTube 允许运营商定位)，播放 YouTube 最受欢迎的视频之一 (YouTube 允许按类型定位)。这对我们的概念来说是完美的，允许我们传递一个为每个观众量身定制的信息。通过帮助我们的竞争对手的客户第一次看到他们支付的视频流的真实价格，我们将 YouTube 最受欢迎的视频变成了 Xfinity Mobile 的引人注目的广告。结果该活动仍在进行中，但当我们提交该条目时，YouTube 最受欢迎的视频也让 Xfinity Mobile 很受欢迎。-超过 2,000 个 YouTube 视频获得了价格标签。-通过这项极具针对性的活动，我们接触了竞争对手运营商的 450万个客户。-在线搜索 Xfinity Mobile 超过三倍 (221% 的电梯)。-品牌兴趣增加 113%。执行 “美元数据” 是一场由六秒钟的广告组成的运动，专门为 YouTube 和移动设备设计。该运动于 3月16日开始直播，预计将持续到 6月16日。截至我们提交这篇文章的那一天 (4月9日)，该活动已经为 YouTube 上超过 2,000 个最受欢迎的视频定价，有 450万的印象。活动描述为了向手机用户展示他们在数据上花了多少钱，我们把六秒钟的预滚动广告变成了价格标签。因此，在一个篮球亮点视频之前，例如，我们运行了一个篮球主题的广告，播放视频的成本是真正的美元和美分。化妆教程、游戏评论、电影预告片、小工具拆箱视频、音乐视频也是如此 -- 嗯，每个 YouTube 视频都成了 Xfinity Mobile 的广告。为了实现这一目标，我们与 YouTube 合作，YouTube 为其一些最受欢迎的视频提供了文件大小，并为其移动应用程序上的视频提供了默认分辨率。有了这些数据，我们根据每个竞争对手的每 gb 成本计算出每个视频的价格。我们向目标受众展示了这些价格，当时他们正准备浪费钱在 4g 视频上播放 YouTube 视频。

数据转换为美元

案例简介：Synopsis In the US, phone data is expensive. But with Xfinity Mobile, it isn’t. In fact, Xfinity Mobile is a new carrier that was designed to help phone users save a lot of money on data by connecting to any one of its 18 million WiFi hotspots. Sounds great, huh? But our competitors’ customers didn’t really care enough to switch—until we showed them how much they were spending on data just to watch a YouTube video. Strategy In a category marked by competitiveness, we wanted to give other carriers’ customers a solid reason for switching: the expense of streaming a YouTube video. Thanks to YouTube’s targeting capabilities for bumper ads, we were able to create a campaign targeted specifically at phone users (YouTube allows targeting exclusively to mobile) who were connected to one of our competitor carriers (YouTube allows targeting by carrier), streaming one of YouTube’s most popular videos (YouTube allows targeting by genre). Which was perfect for our concept, allowing us to deliver a message that was tailor-made for each viewer. And by helping our competitors’ customers see for the first time the real price they were paying to stream their videos, we turned YouTube’s most popular videos into compelling ads for Xfinity Mobile. Outcome The campaign is still running, but by the time we submitted this entry, YouTube’s most popular videos had made Xfinity Mobile popular too. - More than 2,000 YouTube videos got price tags. - With this highly targeted campaign, we reached 4.5 million customers of competitor carriers. - Online searches for Xfinity Mobile more than tripled (a 221 percent lift). - Brand interest increased by 113 percent. Execution “Data in Dollars” was a campaign made of six-second ads designed specifically for YouTube and exclusively for mobile. The campaign went live on March 16, and it’s slated to run until June 16. As of the day we submitted this entry (April 9), the campaign has put prices on over 2,000 of YouTube’s most popular videos, with 4.5 million impressions. CampaignDescription To show phone users how much they spend on data, we turned six-second pre-roll ads into price tags. So before a basketball highlight video, for example, we ran a basketball-themed ad with the real dollars-and-cents cost to stream the video. Same for makeup tutorials, game reviews, movie trailers, gadget-unboxing videos, music videos—well, every YouTube video became an ad for Xfinity Mobile. To pull it off, we partnered with YouTube, who provided the file sizes for some of its most popular videos and the default resolution for videos on its mobile app. With that data in hand, we calculated the price of each video based on the cost per gigabyte with each of our competitors. And we showed these prices to our target audience right when they were about to waste money streaming a YouTube video on 4G.