Puppies Metaphor|微电影|广告营销案例【ADGuider广告指南】

小狗隐喻

案例简介：美国挑战者银行业务的领导者Chime与广告代理商barrettSF一起宣布了该公司最新的全国性广告活动。基于他们就职典礼的成功，“早期发薪日” 是Chime的第二次主要广告活动。这四个新的广告将Chime的 “提前获得报酬” 功能栩栩如生。此功能使直接存款的Chime会员可以通过在雇主将其存入资金后尽早获得付款-通常在大多数传统银行提供资金之前的两天之内。在一个地方，上班族对早日获得报酬的热情和模糊的感觉通过一堆可爱的小狗被外化了。在其他广告中，两名销售助理从较早的广告系列中返回。这些景点展示了这对不太可能的夫妇之间的奇怪动态，他们有一个共同点-对银行业的热爱与钟声。 barrettSF副创意总监詹·哈特 (Jen Hart) 说: “这听起来像是在展示人们热爱他们的银行。”“但我们的活动受到了真正的编钟用户的启发，他们合法地滔滔不绝地谈论编钟。就像我们刚刚拍了一部纪录片。一部非常奇怪的纪录片。" 由道格·考克斯 (Doug Cox) 拍摄，由内阁的斯图·巴恩斯 (Stu Barnes) 编辑，他在制作了2018个Chime广告后再次与该机构合作，该活动在4月29日上进行了直播。这些节目将在全国广播电视和社交媒体平台上发布。 Chime首席执行官克里斯·布里特 (Chris Britt) 说: “Chime建立了一个品牌，该品牌主要通过口碑发展到300万多个帐户。”“我们已经证明，银行业务可以是免费的、有用的和易于使用的，我们希望最新的活动将激励更多的人从传统的收费驱动的银行转向。

小狗隐喻

案例简介：Together with ad agency barrettSF, Chime, the leader in US challenger banking, announced the company's latest national ad campaign. Based on the success of their inaugural campaign, “Early Payday” is Chime’s second major advertising effort. The four new commercials bring Chime’s “Get Paid Early” feature to life. This feature enables Chime members on direct deposit to get paid early by making the money available as soon their employer deposits it – often up to two days before it’s made available by most traditional banks. In one spot, an office worker’s warm and fuzzy feelings about getting paid early are externalized through a huge litter of adorable puppies. In the other commercials, two sales associates return from the earlier campaign. The spots showcase the odd dynamic between this unlikely pair who share one thing in common – a deep love of banking with Chime. “It might sound like a stretch to show people loving their bank,” says barrettSF Associate Creative Director Jen Hart. “But our campaign was inspired by real Chime users who are legitimately gushing about Chime. It’s like we just made a documentary. A really weird documentary.” Shot by Doug Cox and edited by Stu Barnes of the Cabinet, who teamed up with the agency again after working on the 2018 Chime commercials, the campaign goes live on April 29. The spots will launch nationally on broadcast TV and across social media platforms.  “Chime has built a brand that’s grown to well over 3 million accounts largely through word-of-mouth,” said Chime CEO, Chris Britt. “We’ve proven that banking can be free, helpful and easy to use and we hope the latest campaign will inspire more people to make the switch from traditional fee-driven banks.