营销日历 营销导航 热门搜索 使用技巧
广告营销案例
  • 基本信息
  • 创作者
  • 案例详情

        • 您的体验已到期

        免费领取会员>

        本案例默认翻译为中文，点击可切换回原语言

        已切换成原语言，点击可翻译成中文

        Goodstock

        案例简介：为什么这项工作与 Direct 相关？ Goodstock-有史以来创建的第一个股票音乐节-在 SXSW 推出，专为创意产业的参与者而设计，包括广告，电视，电影和音乐创作者以及制作人。通过 guerilla OOH 广告，我们将我们的目标受众带到现场体验，在地球上一些最重要的耳朵面前展示了股票音乐的力量。有这么多创意产业高管出席，活动和随后的视频产生了以真实和直接的方式打破股票音乐污名所需的嗡嗡声和口碑。 背景 每个人都认为股票音乐糟透了。然而，在这些被遗忘的曲目背后有非常有才华的音乐家，但是由于围绕这一流派的污名,它们经常被忽视，被认为是 “便宜的” BMGPM 打破耻辱并证明股票音乐不烂的唯一方法是把它放在地球上最明显的音乐事件之一 -- SXSW 的中心舞台上。 描述创意 (30% 的选票) Goodstock 音乐节诞生于一个简单的洞察力 -- 人们认为股票音乐很糟糕。证明这一点的唯一方法是让创意产业中最有影响力的人支持它。所以我们去了创意产业生活的地方 -- 奥斯汀的 SXSW 节。我们邀请了一些世界上最挑剔的耳朵参加一个以 “有前途的” 天才为特色的 “新” 音乐节。一旦乐队开始演奏，观众喜欢它，但是他们没有意识到他们喜欢的音乐是他们一直取笑的音乐。当我们透露他们实际上正在听股票音乐时，与会者震惊地得知他们正在享受他们认为自己讨厌的音乐。 描述策略 (20% 的选票) Goodstock 音乐节背后的策略是利用创意人员和制作人的心态。我们用他们对 “酷” 的理解来证明股票音乐并不糟糕。创意者和制作人通过发现和使用成为流行文化一部分的音乐来获得动力，因此我们创造了一个环境，让我们的目标受众可以欣赏和发现 “有前途的” 音乐家。我们邀请他们参加我们的音乐节，却没有让他们知道他们在听伟大人才表演的股票音乐。这让我们的客户发现 BMGPM 产品，而不是向他们推销。我们还旨在增加他们对我们品牌的参与，并引发对股票音乐的需求。 描述执行情况 (20% 的选票) 在 SXSW，我们发布了 guerilla OOH 海报，并邀请了无数创意产业的领导者参加一个以 “崭露头角” 人才为特色的 “新” 音乐节。观众来到现场，希望能看到一些明天最好的音乐。该活动有四个乐队，每个乐队演奏 45 分钟。在整个节目中，很明显观众喜欢他们听到的东西。与会者在社交媒体上分享并庆祝伟大现场音乐的体验。但是观众不知道他们在听创意产业喜欢讨厌股票音乐的音乐。音乐家和他们表演的歌曲都来自 BMGPM 股票音乐库。当我们最终向人群透露他们实际上在听什么时，他们惊呆了。与会者承认他们对股票音乐的先入为主的观念被打破了，并承认他们一直都错了。 列出结果 (30% 的选票) 在活动和详细介绍现场体验的视频发布后，BMGPM 的社交媒体参与度增长了 500%，音乐销售额增长了 20% 以上。此外，网站参与和搜索大幅增加，导致未来几个月的收入有望增加。

        Goodstock

        案例简介：Why is this work relevant for Direct? Goodstock — the first stock music festival ever created — was launched at SXSW and designed specifically to engage attendees in the creative industries, including advertising, television, film and music creators, and producers. With guerilla OOH advertising, we drove our target audience to a live experience that showcased the power of stock music in front of some of the most critical ears on earth. With so many creative industry execs in attendance, the event and subsequent video generated the buzz and word of mouth needed to break the stigma of stock music in an authentic and direct way. Background Everybody thinks stock music sucks. However, there are incredibly talented musicians behind these forgotten tracks, but because of the stigma surrounding the genre, they’re often overlooked and dismissed as “cheap.” The only way for BMGPM to break the stigma and prove stock music doesn’t suck was to put it center stage at one of the most visible music events on earth — SXSW. Describe the creative idea (30% of vote) The Goodstock Music Festival was born out of a simple insight — people think stock music sucks. The only way to prove it doesn’t was to get the the most influential minds in the creative industry behind it. So we went where the creative industry lives — the SXSW festival in Austin, Texas. We invited some of the world’s most critical ears to a “new” music festival featuring “up-and-coming” talent. Once the bands began playing, the audience loved it, but they didn’t realize the music they were loving was the music they had always made fun of. When we revealed they were actually listening to stock music, attendees were stunned to learn they were enjoying the music they thought they hated. Describe the strategy (20% of vote) The strategy behind The Goodstock Music Festival was to tap into the mindset of creatives and producers. We used their understanding of “cool” to prove that stock music doesn’t suck. Creatives and producers are motivated by spotting and using music that becomes a part of pop culture, so we created an environment where our target audience could enjoy and discover “up-and-coming” musicians. We invited them to our music festival without letting them know they were listening to stock music performed by great talents. This let our customers discover BMGPM products rather than pitching to them. We also aimed to increase their engagement with our brand and trigger demand in stock music. Describe the execution (20% of vote) At SXSW, we posted guerilla OOH posters and invited countless leaders of the creative industry to a “new” music festival featuring “up-and-coming” talent. The audience arrived in force hoping to get a sneak peek at some of tomorrow’s best music. The event featured four bands, that each played a 45-minute set. Throughout the show, it was clear the audience loved what they were hearing. Attendees shared on social media and celebrated the experience of great live music. But the audience didn’t know they were listening to the music the creative industry loves to hate — stock music. The musicians and the songs they performed all came from the BMGPM stock music library. When we finally revealed to the crowd what they were actually listening to, they were stunned. The attendees acknowledged that their preconceived notions about stock music were broken and admitted they’d had it wrong all along. List the results (30% of vote) After the event and the release of a video detailing the live experience, BMGPM experienced a 500% increase in social media engagement, and music sales grew more than 20%. Furthermore, site engagement and searches have increased dramatically, leading to promising revenue numbers in the coming months.

        Goodstock

        案例简介：为什么这项工作与 Direct 相关？ Goodstock-有史以来创建的第一个股票音乐节-在 SXSW 推出，专为创意产业的参与者而设计，包括广告，电视，电影和音乐创作者以及制作人。通过 guerilla OOH 广告，我们将我们的目标受众带到现场体验，在地球上一些最重要的耳朵面前展示了股票音乐的力量。有这么多创意产业高管出席，活动和随后的视频产生了以真实和直接的方式打破股票音乐污名所需的嗡嗡声和口碑。 背景 每个人都认为股票音乐糟透了。然而，在这些被遗忘的曲目背后有非常有才华的音乐家，但是由于围绕这一流派的污名,它们经常被忽视，被认为是 “便宜的” BMGPM 打破耻辱并证明股票音乐不烂的唯一方法是把它放在地球上最明显的音乐事件之一 -- SXSW 的中心舞台上。 描述创意 (30% 的选票) Goodstock 音乐节诞生于一个简单的洞察力 -- 人们认为股票音乐很糟糕。证明这一点的唯一方法是让创意产业中最有影响力的人支持它。所以我们去了创意产业生活的地方 -- 奥斯汀的 SXSW 节。我们邀请了一些世界上最挑剔的耳朵参加一个以 “有前途的” 天才为特色的 “新” 音乐节。一旦乐队开始演奏，观众喜欢它，但是他们没有意识到他们喜欢的音乐是他们一直取笑的音乐。当我们透露他们实际上正在听股票音乐时，与会者震惊地得知他们正在享受他们认为自己讨厌的音乐。 描述策略 (20% 的选票) Goodstock 音乐节背后的策略是利用创意人员和制作人的心态。我们用他们对 “酷” 的理解来证明股票音乐并不糟糕。创意者和制作人通过发现和使用成为流行文化一部分的音乐来获得动力，因此我们创造了一个环境，让我们的目标受众可以欣赏和发现 “有前途的” 音乐家。我们邀请他们参加我们的音乐节，却没有让他们知道他们在听伟大人才表演的股票音乐。这让我们的客户发现 BMGPM 产品，而不是向他们推销。我们还旨在增加他们对我们品牌的参与，并引发对股票音乐的需求。 描述执行情况 (20% 的选票) 在 SXSW，我们发布了 guerilla OOH 海报，并邀请了无数创意产业的领导者参加一个以 “崭露头角” 人才为特色的 “新” 音乐节。观众来到现场，希望能看到一些明天最好的音乐。该活动有四个乐队，每个乐队演奏 45 分钟。在整个节目中，很明显观众喜欢他们听到的东西。与会者在社交媒体上分享并庆祝伟大现场音乐的体验。但是观众不知道他们在听创意产业喜欢讨厌股票音乐的音乐。音乐家和他们表演的歌曲都来自 BMGPM 股票音乐库。当我们最终向人群透露他们实际上在听什么时，他们惊呆了。与会者承认他们对股票音乐的先入为主的观念被打破了，并承认他们一直都错了。 列出结果 (30% 的选票) 在活动和详细介绍现场体验的视频发布后，BMGPM 的社交媒体参与度增长了 500%，音乐销售额增长了 20% 以上。此外，网站参与和搜索大幅增加，导致未来几个月的收入有望增加。

        Goodstock

        案例简介：Why is this work relevant for Direct? Goodstock — the first stock music festival ever created — was launched at SXSW and designed specifically to engage attendees in the creative industries, including advertising, television, film and music creators, and producers. With guerilla OOH advertising, we drove our target audience to a live experience that showcased the power of stock music in front of some of the most critical ears on earth. With so many creative industry execs in attendance, the event and subsequent video generated the buzz and word of mouth needed to break the stigma of stock music in an authentic and direct way. Background Everybody thinks stock music sucks. However, there are incredibly talented musicians behind these forgotten tracks, but because of the stigma surrounding the genre, they’re often overlooked and dismissed as “cheap.” The only way for BMGPM to break the stigma and prove stock music doesn’t suck was to put it center stage at one of the most visible music events on earth — SXSW. Describe the creative idea (30% of vote) The Goodstock Music Festival was born out of a simple insight — people think stock music sucks. The only way to prove it doesn’t was to get the the most influential minds in the creative industry behind it. So we went where the creative industry lives — the SXSW festival in Austin, Texas. We invited some of the world’s most critical ears to a “new” music festival featuring “up-and-coming” talent. Once the bands began playing, the audience loved it, but they didn’t realize the music they were loving was the music they had always made fun of. When we revealed they were actually listening to stock music, attendees were stunned to learn they were enjoying the music they thought they hated. Describe the strategy (20% of vote) The strategy behind The Goodstock Music Festival was to tap into the mindset of creatives and producers. We used their understanding of “cool” to prove that stock music doesn’t suck. Creatives and producers are motivated by spotting and using music that becomes a part of pop culture, so we created an environment where our target audience could enjoy and discover “up-and-coming” musicians. We invited them to our music festival without letting them know they were listening to stock music performed by great talents. This let our customers discover BMGPM products rather than pitching to them. We also aimed to increase their engagement with our brand and trigger demand in stock music. Describe the execution (20% of vote) At SXSW, we posted guerilla OOH posters and invited countless leaders of the creative industry to a “new” music festival featuring “up-and-coming” talent. The audience arrived in force hoping to get a sneak peek at some of tomorrow’s best music. The event featured four bands, that each played a 45-minute set. Throughout the show, it was clear the audience loved what they were hearing. Attendees shared on social media and celebrated the experience of great live music. But the audience didn’t know they were listening to the music the creative industry loves to hate — stock music. The musicians and the songs they performed all came from the BMGPM stock music library. When we finally revealed to the crowd what they were actually listening to, they were stunned. The attendees acknowledged that their preconceived notions about stock music were broken and admitted they’d had it wrong all along. List the results (30% of vote) After the event and the release of a video detailing the live experience, BMGPM experienced a 500% increase in social media engagement, and music sales grew more than 20%. Furthermore, site engagement and searches have increased dramatically, leading to promising revenue numbers in the coming months.

        Goodstock

        暂无简介

        Goodstock

        暂无简介

        基本信息

        综合评分
        {{getNumber(caseInfo.whole)}}

        暂无评分

        已有{{caseInfo.tatolPeople}}人评分

        创意
        {{getNumber(caseInfo.originality)}}
        文案
        {{getNumber(caseInfo.copywriting)}}
        视觉
        {{getNumber(caseInfo.visualEffect)}}

        创作者

        广告公司： 扬罗必凯 (美国 纽约) 制作公司： 扬罗必凯

        案例详情

        涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌

        热门节日97个，23个维度智能搜索

        • 项目比稿

          品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标

        • 创意策划

          任意搜索品牌关键词，脑洞创意策划1秒呈现

        • 竞品调研

          一键搜索竞品往年广告，一眼掌握对手市场定位

        • 行业研究

          热词查看洞悉爆点，抢占行业趋势红利

        登录后查看全部案例信息

        如果您是本案的创作者或参与者 可对信息进行完善

        案例评分

        综合
        {{wholeEm}} 请评分
        创意
        {{originalityEm}} 请评分
        文案
        {{copywritingEm}} 请评分
        动视
        {{visualEffectEm}} 请评分

        链接粘贴成功,ctrl+v 进行复制

        完善信息

        最多可填写1000个字符

        请填写正确的邮箱

        完善信息成功

        完善信息失败

        评分成功

        您已经完成过对该案例的评分了

        联系我们 返回广告案例顶部 分享广告案例 意见反馈 广告案例意见反馈 回到顶部 返回广告案例顶部

        链接粘贴成功,ctrl+v 进行复制

        扫码关注公众号完成登录

        登录即视为同意《用户协议》

        二维码失效

        刷新

        注册成功，赠送你10天会员体验权

        注册失败，请检查信息后重新输入