The Les Paul Skill Check|短视频|广告营销案例【ADGuider广告指南】

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莱斯 · 保罗技能检查

案例简介：执行通过相关音乐杂志和店内海报上的印刷广告，我们挑战吉他手证明他们的技能: 他们必须完美地演奏由比约恩 · 格洛特本人创作的困难独唱。完美是用前所未有的 Shazam 来衡量的: 作为一名音乐评委。因为我们已经在 Shazam 数据库中放置了完美的独奏大师录音 -- 在不同的设置中录制，并适应了 Shazam 搜索算法。只有当用户打得足够好，Shazam 才会检测到一场比赛，并展示一个网站，有机会独家预订甚至赢得新的 Les Paul。结果在促销期间，无数吉他演奏者试图掌握独奏。因为那些不够优秀的人在 Shazam 中没有产生可衡量的结果，我们只能猜测数字。我们所知道的是: 尽管在我们的测试中，只有非常熟练的吉他手才能完美地演奏独奏，Shazam 测量了 250 多场成功的比赛。一个幸运的吉他策划者免费获得了新的 Les Paul。第一批产品的其余部分甚至在商店里都卖完了。尤其是由于莱斯 · 保罗技能检查，2015 莱斯 · 保罗签名版现在是每个吉他演奏者愿望清单的首位。战略目标: 在 2015，吉布森的高级吉他 Epiphone 的领先制造商宣布了他们最著名型号的新签名版: LesPaul-由 Slash 、 Jimmy Page 或 James Hetfield 等传奇人物扮演。推广这个新版本，由 bj ö rn Gelotte 设计，他是瑞典著名金属乐队 “In Flames” 的吉他手。客户挑战: 每个人都想要一个 Les Paul。但是一旦你有了一个，你就准备好了很多年。Epiphone 仍然必须保持对年度产品发布的需求。目标受众: 雄心勃勃的业余、半专业和专业吉他演奏者。熟悉莱斯 · 保罗的历史。对岩石/金属感兴趣。来自 DACH 地区。洞察: 音乐家喜欢被挑战。策略: 挑战 + 排他性 = 极端吸引力。想法: 让吉他手通过完美地演奏格罗特自己写的困难独奏来证明自己的技能。让他们通过一个熟悉的渠道来测量他们的精确度: Shazam。奖励他们完美的表现与独家福利。

莱斯 · 保罗技能检查

案例简介：Execution Through print ads in relevant music magazines and in-store posters, we challenged guitar players to prove their skills: They had to perfectly play a difficult solo, written by Björn Gelotte himself. The perfection was measured by using Shazam like never before: As a musical judge.Because we had placed perfectly played master recordings of the solo – recorded in different setups and adapted to the Shazam search algorithm – in the Shazam database. Only if the user played well enough, Shazam would detect a match and reveal a website with the chance to exclusively pre-order or even win the new Les Paul. Outcome During the promotion period, countless guitar players tried to master the solo. Because those who weren't good enough didn't produce a measurable result within Shazam, we can only guess the numbers. What we know: Even though only very skilled guitarists could play the solo perfectly in our tests, Shazam measured 250+ successful matches. One lucky guitar mastermind got the new Les Paul for free. The rest of the first production batch was sold out, before it was even in stores. Not least due to the Les Paul Skill Check, the 2015 Les Paul Signature Edition is now at the top of every guitar player's wish list. Strategy OBJECTIVE:In 2015, leading manufacturer of premium guitars Epiphone by Gibson announced a new Signature Edition of their most famous model: the LesPaul – played by legends like Slash, Jimmy Page or James Hetfield.Promote this new edition, designed by Björn Gelotte, guitarist for famous Swedish metal band “In Flames”.CLIENT CHALLENGE:Everyone wants a Les Paul. But once you have one, you’re set for years. Epiphone still has to keep up demand for annual product launches.TARGET AUDIENCE:Ambitious amateur, semi-pro and pro guitar players. Familiar with the history of the Les Paul. Interested in rock/ metal. From DACH region.INSIGHT:Musicians love to be challenged. STRATEGY:Challenge + Exclusivity = Extreme Attraction.IDEA:Let guitar players prove their skills, by perfectly playing a difficult solo written by Gelotte himself. Let them measure their precision through a familiar channel: Shazam. Reward them for perfect performance with exclusive benefits.