Unexpected Luggage|短视频|广告营销案例【ADGuider广告指南】

意外行李

案例简介：描述客户的简报: 西班牙航空公司想向所有客户发出一份 Christimas 问候。在圣诞节 2010，Spanair 使用细分、个性化和创造力在正确的时刻创造影响。该航空公司随后利用社交媒体积极吸引消费者，以便在互联网上生成链接，并通过 Spanair 基于邻近性、客户导向和对服务细节的关注的定位。那个平安夜午夜降落的航班的乘客无法想象他们将要经历的经历。也许他们也不能忘记它. 描述促销如何从概念发展到实施: 在行李传送带上，在行李出来之前，乘客发现了一些意想不到的行李: 一份个性化的礼物，上面有每个人的名字。行李认领区变成了一个自发的聚会。惊喜和乘客的反应被记录下来，并成为 Spanair Youtube 上发布的视频。西班牙航空把这个发给了所有其他客户，作为他们的圣诞问候。在 48 小时内，该视频被观看了 100,000 次，两周内被观看了 700,000 次。它被分享了 8,000 多次，博客和西班牙电视频道 Cuatro 和 Telecinco，BBC，ABC 也回应了这个消息。解释为什么促销方法与产品或服务最相关: 为了激活消费者，我们的方法基于 3 个组件: 1。 -分割: 虽然行动发生在这样一个意想不到的地方 -- 行李认领区 -- 它不仅仅是送礼物。考虑到这一点，根据性别、年龄和职业、家庭角色等定义了 12 种客户类型。2。 -个性化: 对于每种客户类型 (例如: 男人/年轻/父亲)，我们选择了一份最合适的礼物，上面有乘客的名字。3-。用事实交流。我们用个人姿态来吸引消费者，并希望他们能传递这个品牌。描述客户和消费者的成功促销，包括一些可量化的结果: 收到惊喜的所有乘客自发的掌声。•在 48 小时内，视频有 100,000 多次观看，两周内 700,000 次。•超过 30,000 条个人评论和回复被发布在 YouTube 、 Facebook 、 Twitter 等网站上，这是该品牌与客户建立的新关系的象征。•在 Goviral 排名第六。•西班牙航空公司的 Facebook 墙收到了数千条评论，表明它不仅影响了乘客，也影响了所有被这场运动感动的人..这些反应意味着与品牌关系和对话的第一阶段。

意外行李

案例简介：Describe the brief from the client: Spanair wanted to launch a Christimas greeting to all its customers. On Christmas 2010, Spanair used segmentation, personalization and creativity to CREATE AN IMPACT at the right moment. The airline then used social media to actively engage consumers in order to generate links on the Internet and pass on Spanair’s positioning based on proximity, client orientation and attention to service details. The passengers of the flight that landed at midnight on that Christmas Eve, couldn’t imagine the experience they were about to live. And probably they wouldn’t be able to forget it either... Describe how the promotion developed from concept to implementation: On the luggage conveyor belt and before their luggage came out, passengers found some unexpected luggage arriving: a personalized gift with the names of each one of them. The baggage claim area became a spontaneous party. The surprise and the passenger's reactions were recorded and became a video which was launched in Spanair’s Youtube. Spanair sent this to all other clients as their Christmas greeting. In 48 hours, the video was viewed 100,000 times and, in two weeks, 700,000 times. It was shared more than 8,000 times, blogs and Spanish TV channels Cuatro and Telecinco, BBC, ABC echoed the news. Explain why the method of promotion was most relevant to the product or service: To activate consumers our method was based on 3 components: 1.- SEGMENTATION: Although the action took place in such an unexpected place -the baggage claim area- it was not only about giving a present. With that in mind, 12 client types were defined based on sex, age and occupation, family role, etc. 2.- PERSONALIZATION: For each client type (ex: man/young/father) we chose a best-fit present with the passengers’ name on it. 3-. COMMUNICATE WITH A FACT. We used an individual gesture to engage consumers with the brand and hoped they would pass it on. Describe the success of the promotion with both client and consumer including some quantifiable results: • Spontaneous applause from all passengers that received the surprise. • In 48h hours, the video had more than 100,000 viewings, 700,000 in two weeks. • More than 30,000 individual comments and replies were posted on YouTube, Facebook, Twitter etc. A token of the new relation the brand established with clients. • Ranked 6th most viewed viral in Goviral. • Spanair's Facebook wall received thousands of comments demonstrating it had impacted more than just the passengers but all those who were moved by the campaign.. These reactions mean a first stage on the relationship and dialogue with the brand.