Celebrity Tantrum|短视频|广告营销案例【ADGuider广告指南】

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

名人发脾气

案例简介：只有三星 Galaxy Tab S2 平板电脑拥有值得高品质娱乐的屏幕。因此，如果你在另一台设备上观看娱乐节目，那些创作内容的人 (导演、演员等) 会因为你在一个低劣的屏幕上观看他们所有的辛勤工作而感到沮丧。所以我们的手机广告让《权力的游戏》的演员只说了一个词，最后在劣质屏幕上说话。它使用了设备检测技术，这样他就知道你在看什么个人设备，并对你在这样一个非史诗般的屏幕上看这样一部史诗般的作品量身定做。概要我们需要推出带有数字创意的三星 Galaxy Tab S2 平板电脑。挑战是 70% 的澳大利亚人拥有竞争对手平板电脑 (主要是 iPad2)，并且不觉得有必要升级。简短的信息是，凭借其像素丰富的超级 amoled 屏幕，Tab S2 拥有个人设备市场上最好的屏幕。从而让人们升级到标签 2。将三星平板电脑的市场份额从 25% 转移到 30%-200万的在线视频浏览量-视频共享 0.5% 的 CTR，但最终目标是说服 1600万在 iPad 或其他竞争对手上观看娱乐的澳大利亚人升级到三星 Galaxy Tab s2 的设备。战略总的来说，我们的目标是 914.2万澳大利亚智能手机用户，男性和女性，他们拥有或打算拥有平板电脑。我们知道 70% 人使用竞争对手的平板电脑，1600万澳大利亚人在平板电脑上观看娱乐。因此，策略是通过使用设备检测技术，将这些人瞄准在竞争对手的设备上观看娱乐节目。让我们传递的信息更加相关。这个策略也是利用有史以来最受欢迎和史诗般的娱乐作品之一的演员来传递信息。结果 -2,980,219 的视频浏览量-1.76% 的平均 CTR-从 31.1% 的前期活动中，达到了 25% 的价值份额。 -超过 5800万个印象。 -它覆盖了桌面、移动和平板电脑上的 4,761,444 台设备，其中大部分都在平板电脑和手机上。 -每次观看的成本非常有效，为 0.06 美元，每次点击的成本为 3.79 美元 (全部为澳元)。活动描述创造性的想法是，只有三星 Galaxy Tab S2 拥有值得高质量娱乐的高质量屏幕。因此，如果你没有使用三星 Tab S2，创造娱乐的人 (导演、演员等) 会因为你在一个劣质的屏幕上观看他们所有的辛勤工作而感到沮丧。考虑到这个想法,我们使用设备检测技术，这样我们就可以直接瞄准使用竞争对手设备的人，并传递他们正在使用的设备不值得他们喜欢的娱乐的信息。只有 Tab S2 具有值得高质量娱乐的高质量屏幕。《行刑》是世界上有史以来最史诗般的作品之一 (《权力的游戏》) 的假预告片，该剧的一名演员只说了一个字 (Hodor), 最后对着劣质屏幕说话。执行我们制作了一份《权力的游戏》类型的在线预告片，并让该剧的演员以只说一个词 (Hodor) 而闻名，最终在劣质屏幕上大声疾呼。多亏了设备检测技术，他知道你在看什么设备，并对你在这样一个非史诗般的屏幕上观看这样一部史诗般的作品进行了量身定制的愤怒。他抱怨他所有的化妆时间，所有他必须记住的台词，甚至关闭了特效。毕竟，在质量差的屏幕上浪费它是没有意义的。银河 TabS2 随后被展示为唯一值得他们喜欢的娱乐屏幕。在线预告片被用作预卷，可扩展的横幅，并通过社交媒体播种。战略总的来说，我们的目标是 914.2万澳大利亚智能手机用户，男性和女性，他们拥有或打算拥有平板电脑。我们知道 70% 人使用竞争对手的平板电脑，1600万澳大利亚人在平板电脑上观看娱乐。因此，策略是通过设计我们的位置，让他们看起来像一件娱乐节目 (电视节目预告片)，同时通过使用设备检测技术在竞争对手的设备上观看。传递他们使用的屏幕是低劣的信息，不值得他们在设备上观看娱乐。该消息是根据他们使用的设备为他们定制的消息。这个地方是通过社交媒体、移动、可扩展的横幅在线的,一个微型网站视频和 pre-rolls.The 的策略也是利用有史以来最受欢迎和史诗般的娱乐作品之一的演员来传递信息。结果 -2,980,219 的视频浏览量-1.76% 的平均 CTR-从 31.1% 的前期活动中，达到了 25% 的价值份额。 -超过 5800万个印象。 -它覆盖了桌面、移动和平板电脑上的 4,761,444 台设备，其中大部分都在平板电脑和手机上。 -和成本每次观看非常有效，价格为 0.06 美元，每次点击的成本为 3.79 美元 (全部为澳元)。执行我们为世界上最史诗和最受欢迎的节目之一制作了一个假的在线预告片《权力的游戏》, 并利用了一位以只说一个词 (Hodor) 而闻名的演员，让他最终在劣质屏幕上大声疾呼。利用这个节目和演员帮助它通过社交媒体传播。多亏了设备检测技术，他知道你在看什么设备，并对你在这样一个非史诗般的屏幕上观看这样一部史诗般的作品进行了量身定制的愤怒。他知道你是在平板电脑、手机还是电脑上看，他的信息会根据设备的不同而改变。银河 TabS2 随后被展示为唯一值得他们喜欢的娱乐屏幕。在线预告片通过社交媒体播种，用作预卷、可扩展横幅和预告片微网站。概要情况: 我们需要推出带有数字创意的三星 Galaxy Tab S2 平板电脑。挑战在于，70% 的澳大利亚人拥有竞争对手平板电脑 (主要是 iPad2)，并且不觉得有必要升级。简介: 该简介旨在传达这样一个信息，即凭借其像素丰富的超级 amoled 屏幕，Tab S2 拥有个人设备市场上最好的屏幕。从而让人们升级到标签 s2。目标: 将三星平板电脑的市场份额从 25% 转移到 30%-200万的在线视频浏览量-视频共享 0.5% 的 CTR，但最终目标是说服 1600万在 iPad 或其他竞争对手上观看娱乐的澳大利亚人升级到三星 Galaxy Tab s2 的设备。活动描述我们创建了一个在线广告，使用设备检测技术直接瞄准使用竞争对手设备的人，并传递了一个信息，即只有标签 S2 有一个值得高质量娱乐的屏幕。所以如果你不使用三星 Tab S2，创造娱乐的人 (导演、演员等)你在一个低劣的屏幕上观看他们所有的辛勤工作会很难过。我们的在线网站看起来像《权力的游戏》的预告片，并使用了一个来自《与人对抗》的演员来观看所有的努力多亏了设备检测技术，他知道你是在手机、台式机还是竞争对手的平板电脑上观看，并根据特定的设备定制了他对你的愤怒。

名人发脾气

案例简介：Only the Samsung Galaxy Tab S2 tablet has a screen worthy of high quality entertainment. So if you’re watching entertainment on another device, those who create content (directors, actors etc) will be upset that you’re watching all their hard work on an inferior screen. So our mobile spot had the actor from Game of Thrones famous for only saying one word, finally speaking up against inferior screens. It used device-detecting technology so he knew what personal device you were watching the spot on and had a tailored tantrum at you for watching such an epic production on such an un-epic screen. Synopsis We needed to launch the Samsung Galaxy Tab S2 tablet with a digital idea.The challenge was that 70% of Australians own a competitor tablet (mainly the iPad2) and don’t feel the need to upgrade. The brief was to deliver the message that with its pixel rich, super amoled screen, the Tab S2 has the best screen in the personal device market. And thus get people to upgrade to the Tab S 2. Shift Samsung tablet value market share from 25% to 30% -2 million online video views-CTR of 0.5% on video assetsBut ultimately the goal was to convince the 16 million Australians who watch entertainment on their iPad or other competitor device to upgrade to the Samsung Galaxy Tab S2. Strategy Broadly, we targeted the 9.142 million Australian smartphone users, male and female, who either owned or intended to own a tablet. We knew that 70% people use a competitor tablet and 16 million Australians watch entertainment on their tablet. So the strategy was to target these people watching entertainment on a competitor device by using device-detecting technology. Making the message we delivered much more relevant. The strategy was also to leverage an actor from one of the most loved and epic entertainment productions of all time to deliver the message. Outcome -2,980,219 video views -Average CTR of 1.76% -Reached 31.1% of value share of category, from 25% pre campaign.-Over 58 million impressions.-It reached 4,761,444 devices across desktop, mobile and tablet with the majority of these views on tablet and phone.-And cost per view was very effective at $0.06 and cost per click of $3.79 (all $AUD). Campaign Description The creative idea was that only The Samsung Galaxy Tab S2 has a high quality screen worthy of high quality entertainment.So if you’re not using a Samsung Tab S2, the people who create entertainment (directors, actors etc) will be upset that you’re watching all their hard work on an inferior screen.With this idea in mind, we used device-detecting technology so we could directly target people using a competitor device and deliver the message that the device they’re using isn’t worthy of the entertainment they love. Only the Tab S2 has the high quality screen worthy of high quality entertainment. The execution was a fake trailer for one of the world’s most epic productions of all time (Game of Thrones) and had an actor from the show famous for only saying one word (Hodor), finally speaking up against inferior screens. Execution We made an online trailer in the genre of Game of Thrones, and got the actor from the show famous for only saying one word (Hodor) to finally speak up against inferior screens. Thanks to the device-detecting technology, he knew what device you were watching the spot on and had a tailored tantrum at you for watching such an epic production on such an un-epic screen. He complained of all his hours in make up, all the lines he has to remember and even shut down the special effects. After all, there’s no point wasting it on a poor quality screen.The Galaxy TabS2 was then presented as the only screen worthy of the entertainment they love.The online trailer was used as pre-rolls, expandable banners and seeded through social media. Strategy Broadly, we targeted the 9.142 million Australian smartphone users, male and female, who either owned or intended to own a tablet. We knew that 70% people use a competitor tablet and 16 million Australians watch entertainment on their tablet. So the strategy was to target these people by designing our spot to look like a piece of entertainment (a TV show trailer) while they watched it on a competitor device by using device-detecting technology. And deliver the message that the screen they’re using is inferior, and not worthy of the entertainment they watch on their device.The message was tailored message to them depending on the device they were using.The spot was online across social media, mobile, expandable banners, a microsite video and pre-rolls.The strategy was also to leverage an actor from one of the most loved and epic entertainment productions of all time to deliver the message. Outcome -2,980,219 video views -Average CTR of 1.76% -Reached 31.1% of value share of category, from 25% pre campaign.-Over 58 million impressions.-It reached 4,761,444 devices across desktop, mobile and tablet with the majority of these views on tablet and phone.-And cost per view was very effective at $0.06 and cost per click of $3.79 (all $AUD). Execution We made a fake online trailer for one of the world’s most epic and popular shows of all time, Game of Thrones, and used an actor from the show famous for only saying one word (Hodor) and got him to finally speak up against inferior screens. Leveraging the show and actor helped it spread through social media.Thanks to the device-detecting technology, he knew what device you were watching the spot on and had a tailored tantrum at you for watching such an epic production on such an un-epic screen. He knew whether you were watching on tablet, phone or computer and his message changed depending on the device.The Galaxy TabS2 was then presented as the only screen worthy of the entertainment they love.The online trailer was seeded through social media, used as pre-rolls, expandable banners and a trailer micro-site. Synopsis Situation:We needed to launch the Samsung Galaxy Tab S2 tablet with a digital idea.The challenge was that 70% of Australians own a competitor tablet (mainly the iPad2) and don’t feel the need to upgrade. Brief:The brief was to deliver the message that with its pixel rich, super amoled screen, the Tab S2 has the best screen in the personal device market. And thus get people to upgrade to the Tab S2. Objectives:Shift Samsung tablet value market share from 25% to 30% -2 million online video views-CTR of 0.5% on video assetsBut ultimately the goal was to convince the 16 million Australians who watch entertainment on their iPad or other competitor device to upgrade to the Samsung Galaxy Tab S2. Campaign Description We created an online ad that used device detecting technology to directly target people using a competitor device and delivered the message that only the Tab S2 has a screen worthy of high quality entertainment.So if you’re not using a Samsung Tab S2, the people who create entertainment (directors, actors etc) will be upset that you’re watching all their hard work on an inferior screen.Our online spot looked like a Game of Thrones trailer and used an actor from the show confronting people for watching all the hard work on such an inferior screen.Thanks to the device detecting technology he knew whether you were watching it on a phone, desktop or competitor tablet and tailored his tantrum at you depending on the specific device.