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裸体尤特
案例简介：相关性 我们发起了一场全国性的无品牌运动，要求一个国家猜测一辆神秘车辆的身份，这辆车被剥夺了所有身份。人们的反应是在我们的无品牌网站和社交论坛上猜测和辩论他们认为的裸体尤特是什么。我们不断提供关于这个神秘尤特的身份的线索，鼓励人们继续猜测和参与辩论。 结果 通过瞄准潜在的 ute 买家，然后重新定位那些参与我们活动 “有趣” 阶段的人，我们能够提供巨大的影响力 (大约澳大利亚人口的一半) 但是在将我们的观众转化为经销商的线索时，提高我们的效率。在第一周，25,000 人注册猜测裸体尤特的品牌。一旦我们发现这是一个 Amarok，我们就能够使用数据和重新定位工具将每个销售线索 (对经销商) 的平均成本从 225.29 美元降低到 93.55 美元。这为每个销售线索的成本创造了新的本地记录。最重要的是，该活动取得了销售业绩，同比增长 19%。通过裸体尤特运动，我们设法捕捉到了澳大利亚尤特买家的想象力, 挑战他们对 Amarok 的误解，并在许多情况下让他们从丰田或马自达转向大众。 活动描述 我们的目标市场是根据封面来判断 Amarok，所以我们的解决方案是去掉封面。我们剥夺了 Amarok 所有识别它的东西，迫使澳大利亚人在没有品牌偏见的情况下独自评判它。我们创造了裸体尤特，并证明了 “坚韧来自内心”。 概要 在澳大利亚，一辆皮卡是一种生活方式，而不是一种交通工具。这些车辆需要容纳砖块、孩子、牛、冲浪板、沙子，以及日落时偶尔与袋鼠正面碰撞。因此，当性感的大众 Amarok，市场上唯一的欧洲 ute 来到我们的海岸时，它遭到了大量的怀疑。尽管它的能力、电力和越野认证是毋庸置疑的，但澳大利亚的小伙子们认为 Amarok 的时尚设计是一个弱点。他们认为，一个看起来那么好的尤特意味着它是一辆柔软的城市汽车，它永远无法满足澳大利亚恶劣条件的要求。我们的任务是改变品牌观念，让我们的市场相信 Amarok 比 show pony 更重要。 执行 我们的活动分为两个阶段: 阴谋和揭露。阴谋阶段: 我们推出了无品牌的社交内容视频和电视广告。所有 coms 都指示我们的观众在我们的无品牌网站上猜测裸体尤特的身份。这一阶段的投资是巨大的，我们需要 7 天的最大覆盖范围，并设法接触到数百万尤特客户。揭示阶段: 现在我们的观众对裸体尤特的能力印象深刻，是时候把猫从包里拿出来了。社交媒体和广播电视上的所有交流都显示，裸体尤特实际上是大众 Amarok。我们的 4 个愤世嫉俗者或广大公众都没有看到它的到来，但他们都对澳大利亚唯一的德国尤特的资历印象深刻。 战略 作为一项前所未有的举措，我们发起了一场全国性的无品牌运动，鼓励澳大利亚猜测和辩论他们认为裸体尤特是什么。我们传达了神秘车辆的好处，没有价格，没有经销商的链接，也没有任何品牌。使用 Facebook 作为我们的主要渠道，对相关受众进行有针对性的投资,我们创建了有趣的无品牌内容视频，描绘了 4 个真正的 Amarok 愤世嫉俗者驾驶裸体尤特的测试。在线和社交活动得到了无品牌广播电视广告的支持，引导观众在我们的网站上猜测裸体尤特的身份。我们使用行为数据创建了一个定制的观众，这样我们就可以与那些与我们的 “裸体 ute” 订婚的观众重新联系。在用裸体尤特的能力给我们的观众留下整整一周的印象后，我们透露事实上是大众 Amarok。
裸体尤特
案例简介：Relevancy We ran a national unbranded campaign, asking a nation to guess the identity of a mystery vehicle that was stripped of everything that identified it. People responded by guessing and debating what they thought The Naked Ute was on our unbranded website and social forums. We kept drip-feeding clues as to the identity of this mystery ute, encouraging people to keep guessing and weigh in on the debate. Outcome By targeting potential ute buyers, then retargeting those who’d engaged with the ‘intrigue’ phase of our campaign, we were able to deliver huge reach (roughly half the population of Australia) but increase our efficiency when converting our audience into leads for dealers. In the first week, 25,000 people registered to guess the brand of the Naked Ute. Once we revealed it was an Amarok, we were able to use data and retargeting tools to reduce the average Cost Per Lead (to dealer) from $225.29 to $93.55. This set a new local record for Cost Per Lead. Most importantly, the campaign delivered sales results which have since been up 19% year on year.With the Naked Ute campaign, we managed to capture the imagination of the Aussie ute buyer, challenge their misconceptions about the Amarok and in many cases get them to switch their allegiance from Toyota or Mazda to Volkswagen. Campaign Description Our target market was judging the Amarok by its cover, so our solution was to remove the cover. We stripped the Amarok of everything that identified it, forcing Australians to judge it without brand prejudice, and on performance alone. We created The Naked Ute and proved that “Tough Comes From Within”. Synopsis In Australian, a ute (pick-up truck) is a way of life more than it is a means of transport. These vehicles need to accommodate bricks, kids, cattle, surfboards, sand, and the occasional head-on-collision with a Kangaroo at sunset. So when the sexy Volkswagen Amarok, the only European ute in the market, arrived on our shores it was met with a great deal of skepticism. Even though its capability, power and off road credentials were unquestionable, Aussie blokes saw the Amarok’s sleek design as a sign of weakness. They believed that a ute that looked that good meant it was a soft city car, and that it would never cope with the demands of harsh Australian conditions.Our task was to shift brand perceptions and convince our market that the Amarok was more workhorse than show pony. Execution Our campaign was divided into two phases; Intrigue and Reveal.Intrigue Phase: We launched with unbranded social content videos and television commercials. All coms directed our audience to guess the identity of The Naked Ute on our unbranded website. The investment in this phase was significant, we needed maximum coverage over 7 days and managed to reach millions of ute considerers. Reveal phase: Now that our audience were truly impressed with The Naked Ute’s capabilities, it was time to let the cat out of the bag. All communication on social media as well as broadcast TV revealed that The Naked Ute was in fact the Volkswagen Amarok. Neither our 4 cynics or the public at large saw it coming, but they were all impressed by the credentials of the only German ute in Australia. Strategy In an unprecedented move, we ran a national unbranded campaign, encouraging Australia to guess and debate what they thought The Naked Ute was. We communicated the benefits of a mystery vehicle with no price, no link to dealerships and no branding of any kind.Using Facebook as our key channel with targeted investment against the relevant audience, we created entertaining unbranded content videos that depicted 4 true Amarok cynics test driving The Naked Ute.Online and social activity was supported with unbranded broadcast TV commercials, directing viewers to guess the identity of The Naked Ute on our website. We created a custom audience using behavioral data so we could re-connect with our audience who had engaged with our ‘naked ute’. After an entire week of impressing our audience with the capabilities of The Naked Ute, we revealed that it was in fact the Volkswagen Amarok.
The Naked Ute
案例简介：相关性 我们发起了一场全国性的无品牌运动，要求一个国家猜测一辆神秘车辆的身份，这辆车被剥夺了所有身份。人们的反应是在我们的无品牌网站和社交论坛上猜测和辩论他们认为的裸体尤特是什么。我们不断提供关于这个神秘尤特的身份的线索，鼓励人们继续猜测和参与辩论。 结果 通过瞄准潜在的 ute 买家，然后重新定位那些参与我们活动 “有趣” 阶段的人，我们能够提供巨大的影响力 (大约澳大利亚人口的一半) 但是在将我们的观众转化为经销商的线索时，提高我们的效率。在第一周，25,000 人注册猜测裸体尤特的品牌。一旦我们发现这是一个 Amarok，我们就能够使用数据和重新定位工具将每个销售线索 (对经销商) 的平均成本从 225.29 美元降低到 93.55 美元。这为每个销售线索的成本创造了新的本地记录。最重要的是，该活动取得了销售业绩，同比增长 19%。通过裸体尤特运动，我们设法捕捉到了澳大利亚尤特买家的想象力, 挑战他们对 Amarok 的误解，并在许多情况下让他们从丰田或马自达转向大众。 活动描述 我们的目标市场是根据封面来判断 Amarok，所以我们的解决方案是去掉封面。我们剥夺了 Amarok 所有识别它的东西，迫使澳大利亚人在没有品牌偏见的情况下独自评判它。我们创造了裸体尤特，并证明了 “坚韧来自内心”。 概要 在澳大利亚，一辆皮卡是一种生活方式，而不是一种交通工具。这些车辆需要容纳砖块、孩子、牛、冲浪板、沙子，以及日落时偶尔与袋鼠正面碰撞。因此，当性感的大众 Amarok，市场上唯一的欧洲 ute 来到我们的海岸时，它遭到了大量的怀疑。尽管它的能力、电力和越野认证是毋庸置疑的，但澳大利亚的小伙子们认为 Amarok 的时尚设计是一个弱点。他们认为，一个看起来那么好的尤特意味着它是一辆柔软的城市汽车，它永远无法满足澳大利亚恶劣条件的要求。我们的任务是改变品牌观念，让我们的市场相信 Amarok 比 show pony 更重要。 执行 我们的活动分为两个阶段: 阴谋和揭露。阴谋阶段: 我们推出了无品牌的社交内容视频和电视广告。所有 coms 都指示我们的观众在我们的无品牌网站上猜测裸体尤特的身份。这一阶段的投资是巨大的，我们需要 7 天的最大覆盖范围，并设法接触到数百万尤特客户。揭示阶段: 现在我们的观众对裸体尤特的能力印象深刻，是时候把猫从包里拿出来了。社交媒体和广播电视上的所有交流都显示，裸体尤特实际上是大众 Amarok。我们的 4 个愤世嫉俗者或广大公众都没有看到它的到来，但他们都对澳大利亚唯一的德国尤特的资历印象深刻。 战略 作为一项前所未有的举措，我们发起了一场全国性的无品牌运动，鼓励澳大利亚猜测和辩论他们认为裸体尤特是什么。我们传达了神秘车辆的好处，没有价格，没有经销商的链接，也没有任何品牌。使用 Facebook 作为我们的主要渠道，对相关受众进行有针对性的投资,我们创建了有趣的无品牌内容视频，描绘了 4 个真正的 Amarok 愤世嫉俗者驾驶裸体尤特的测试。在线和社交活动得到了无品牌广播电视广告的支持，引导观众在我们的网站上猜测裸体尤特的身份。我们使用行为数据创建了一个定制的观众，这样我们就可以与那些与我们的 “裸体 ute” 订婚的观众重新联系。在用裸体尤特的能力给我们的观众留下整整一周的印象后，我们透露事实上是大众 Amarok。
The Naked Ute
案例简介：Relevancy We ran a national unbranded campaign, asking a nation to guess the identity of a mystery vehicle that was stripped of everything that identified it. People responded by guessing and debating what they thought The Naked Ute was on our unbranded website and social forums. We kept drip-feeding clues as to the identity of this mystery ute, encouraging people to keep guessing and weigh in on the debate. Outcome By targeting potential ute buyers, then retargeting those who’d engaged with the ‘intrigue’ phase of our campaign, we were able to deliver huge reach (roughly half the population of Australia) but increase our efficiency when converting our audience into leads for dealers. In the first week, 25,000 people registered to guess the brand of the Naked Ute. Once we revealed it was an Amarok, we were able to use data and retargeting tools to reduce the average Cost Per Lead (to dealer) from $225.29 to $93.55. This set a new local record for Cost Per Lead. Most importantly, the campaign delivered sales results which have since been up 19% year on year.With the Naked Ute campaign, we managed to capture the imagination of the Aussie ute buyer, challenge their misconceptions about the Amarok and in many cases get them to switch their allegiance from Toyota or Mazda to Volkswagen. Campaign Description Our target market was judging the Amarok by its cover, so our solution was to remove the cover. We stripped the Amarok of everything that identified it, forcing Australians to judge it without brand prejudice, and on performance alone. We created The Naked Ute and proved that “Tough Comes From Within”. Synopsis In Australian, a ute (pick-up truck) is a way of life more than it is a means of transport. These vehicles need to accommodate bricks, kids, cattle, surfboards, sand, and the occasional head-on-collision with a Kangaroo at sunset. So when the sexy Volkswagen Amarok, the only European ute in the market, arrived on our shores it was met with a great deal of skepticism. Even though its capability, power and off road credentials were unquestionable, Aussie blokes saw the Amarok’s sleek design as a sign of weakness. They believed that a ute that looked that good meant it was a soft city car, and that it would never cope with the demands of harsh Australian conditions.Our task was to shift brand perceptions and convince our market that the Amarok was more workhorse than show pony. Execution Our campaign was divided into two phases; Intrigue and Reveal.Intrigue Phase: We launched with unbranded social content videos and television commercials. All coms directed our audience to guess the identity of The Naked Ute on our unbranded website. The investment in this phase was significant, we needed maximum coverage over 7 days and managed to reach millions of ute considerers. Reveal phase: Now that our audience were truly impressed with The Naked Ute’s capabilities, it was time to let the cat out of the bag. All communication on social media as well as broadcast TV revealed that The Naked Ute was in fact the Volkswagen Amarok. Neither our 4 cynics or the public at large saw it coming, but they were all impressed by the credentials of the only German ute in Australia. Strategy In an unprecedented move, we ran a national unbranded campaign, encouraging Australia to guess and debate what they thought The Naked Ute was. We communicated the benefits of a mystery vehicle with no price, no link to dealerships and no branding of any kind.Using Facebook as our key channel with targeted investment against the relevant audience, we created entertaining unbranded content videos that depicted 4 true Amarok cynics test driving The Naked Ute.Online and social activity was supported with unbranded broadcast TV commercials, directing viewers to guess the identity of The Naked Ute on our website. We created a custom audience using behavioral data so we could re-connect with our audience who had engaged with our ‘naked ute’. After an entire week of impressing our audience with the capabilities of The Naked Ute, we revealed that it was in fact the Volkswagen Amarok.
裸体尤特
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The Naked Ute
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