The Slowest Pizza Delivery|海报/平面|广告营销案例【ADGuider广告指南】

最慢的披萨递送

案例简介：为什么这项工作与品牌体验和激活相关？我们为人们创造了一种独特的方式来体验Sargento的新型优质陈年奶酪。人们可以订购用我们的奶酪制成的免费比萨饼。但是他们必须等到我们的奶酪老化才能得到它 (从4到18个月不等)。在等待期间，他们可以在我们的网站上跟踪比萨饼的进度，接收奶酪老化状态的更新，甚至可以使用实时奶酪摄像头观看奶酪的年龄。当他们的奶酪最终准备就绪时，我们会与参与者协调，通过Sargento送货工具直接将他们的披萨制作并运送到他们的家中。背景 2019年，Sargento推出了新的陈年奶酪系列，Sargento Reserve系列。这条新生产线由4至18个月大的各种优质切碎的奶酪组成。我们的主要目标是在奶酪类别中产生嗡嗡声，兴奋和意识，这通常有点平凡。并且还为人们提供了一种有趣的方法来品尝我们的产品，以证明陈年奶酪具有更多的风味，值得等待。描述创意 (投票20%) 我们决定，让人们体验我们的奶酪的最好方法是把它放在每个人最喜欢的食物上; 比萨饼。我们甚至会免费制作和交付它们。但是有一个陷阱…… 人们不得不等待4到18个月才能真正拿到披萨 (与我们的奶酪老化的时间相同)。我们称之为 “世界上最慢的披萨递送”，并创建了一个网站，人们可以选择4个月的意大利老披萨，6个月的老豪达，14个月的帕尔马干酪，如果他们真的有耐心，18个月的老切达披萨。虽然大多数披萨店都试图尽快向您发送订单，但我们却恰恰相反，保证在4到18个月内交货。因为如果你想要一个用陈年奶酪做的披萨，你必须等到奶酪老化。描述策略 (投票20%) 我们的策略是证明Sargento的奶酪陈酿4至18个月的原因是使其具有最充分的风味。我们想证明好奶酪值得等待。Sargento Reserve系列的目标受众被正式定义为喜欢在家为家人做饭的人，并且喜欢发现新的口味/风味组合。但是对于我们最慢的披萨促销，我们的目标是几乎所有喜欢奶酪的人。尤其是比萨饼上的奶酪。谁愿意等很长时间才能得到它。我们的行动号召是促使人们t www.SlowestPizzaDelivery.com到我们的网站订购免费的比萨饼。描述执行 (投票30%) 世界上最慢的披萨推出了电影和公关努力，引导用户访问我们的网站。由于Sargento是披萨业务的新手，因此我们与一家位于芝加哥的美食比萨店合作制作和交付披萨。我们与他们的厨师合作，根据我们的4种陈年奶酪开发了4种定制比萨饼。比萨店送货区域内的任何人都可以订购。如果有人试图在送货半径之外订购，他们会得到一张优惠券和一份当晚如何制作自己的披萨的食谱 (无需等待)。下订单后，我们通过电子邮件发送更新，告知人们奶酪的状态。参与者还可以使用我们的live cheese cam观看他们的奶酪年龄。当他们的奶酪终于准备好时，我们通知他们设置交货时间，以便我们可以尽快制作和交付他们的比萨饼。列出结果 (投票30%) 谁会等长达18个月的披萨？在2小时8分钟内，我们所有的比萨饼都消失了，吸引了3,000多名游客o SlowestPizzaDelivery.com。虽然只有一定数量的披萨爱好者幸运地获得了免费的披萨，但我们为那些速度太慢而无法按时到达我们网站的人提供了优惠券，以首次购买Sargento陈年奶酪 (无需等待) 刺激立即销售。在发布的前4天之后，我们产生了1.7亿个媒体印象。许多电视新闻台对我们的直播奶酪凸轮产生了浓厚的兴趣，使其在广播中获得了大量的播出时间。

最慢的披萨递送

案例简介：Why is this work relevant for Brand Experience & Activation? We created a unique way for people to experience Sargento’s new premium aged cheese. People could order free pizzas made with our cheese. But they had to wait until our cheese aged to get it (anywhere from 4 to 18 months). While they waited, they could track their pizza’s progress on our website, receive updates on their cheese’s aging status, and even watch their cheese age with a live cheese cam. When their cheese is finally ready, we coordinate with the participants to make and deliver their pizzas directly to their homes via a Sargento delivery vehicle. Background In 2019, Sargento introduced a new line of aged cheese, Sargento Reserve Series. This new line consists of various premium shredded cheeses, aged 4 to 18 months. Our primary objective was to create buzz, excitement and awareness in the cheese category, which is normally a bit mundane. And also give people an interesting way to sample our product to prove that an aged cheese has more flavor and is worth the wait. Describe the creative idea (20% of vote) We decided that the best way for people to experience our cheese was to put it on everyone’s favorite food; pizza. We would even make and deliver them for free. But there was one catch… people had to wait 4 to 18 months to actually get their pizza (the same time it takes for our cheese to age). We called it “The World’s Slowest Pizza Delivery” and created a website where people could choose 4 months for an aged Italian pizza, 6 months for an aged gouda, 14 months for a parmesan, and if they were really patient, 18 months for an aged cheddar pizza. While most pizza places try to rush your order to you as quickly as possible, we did the exact opposite, guaranteeing delivery in 4 to 18 months. Because if you want a pizza made with aged cheese, you have to wait until the cheese ages. Describe the strategy (20% of vote) Our strategy was to demonstrate that the reason Sargento’s cheese is aged for 4 to 18 months is to give it the fullest flavor possible. We wanted to prove that good cheese is worth the wait. The target audience for Sargento Reserve Series is officially defined as anyone who enjoys cooking at home with cheese for their family, and who likes to discover new taste/flavor combinations. But for our Slowest Pizza promotion, our target was pretty much anyone who loves cheese. Especially cheese on pizzas. And who are willing to wait a really long time to get it. Our call to action was to drive people to our website at www.SlowestPizzaDelivery.com to order a free pizza. Describe the execution (30% of vote) The World’s Slowest Pizza launched with a film and PR effort that directed users to our website. Because Sargento is new to the pizza business, we partnered with a gourmet Chicago-based pizzeria to make and deliver the pizzas. We worked with their chefs to develop 4 custom pizzas based on our 4 aged cheeses. Anyone within the pizzeria’s delivery area could order. And if someone tried to order outside of the delivery radius, they were given a coupon and a recipe on how to make their own pizza that night (without having to wait). Once orders were placed, we emailed updates, informing people on their cheese’s status. Participants could also watch their cheese age with our live cheese cam. And when their cheese was finally ready, we notified them to set up a delivery time so we could make and deliver their pizza as quickly as possible. List the results (30% of vote) Who would wait up to 18 months for a pizza? In 2 hours and 8 minutes, our entire supply of pizzas was gone, drawing over 3,000 visitors to SlowestPizzaDelivery.com. And while only a select number of pizza-lovers were lucky enough to get a free pizza, we offered those too slow to get to our website on time a coupon for their first purchase of Sargento aged cheese (without having to wait) spurring immediate sales. After the first 4 days of launch, we generated 170 million media impressions. Many TV news stations took a keen interest in our live streaming cheese cam, giving it significant air time on their broadcasts.