营销日历 营销导航 热门搜索 使用技巧
广告营销案例

    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

    2010 王子的快乐冒险

    案例简介:见解、战略和想法: 目标: -- 在中国推出一个全新的饼干品牌 -- 并与年幼的孩子建立联系,从而导致产品的正常消费。目标受众:-6-9 岁的儿童,他们是中到重甜饼干零食用户,但不是王子用户; 他们选择饼干零食用于放学后或闲暇时间的自我消费。独特的见解:-孩子们喜欢玩得开心,喜欢和朋友在一起,通过产品新奇很容易吸引他们,但是很难吸引他们。想法:-卡夫推出了一个有 10 种不同形状的饼干品牌。我们给了这些形状 10 种不同的含义。这是一种独特的饼干代码,孩子们可以在现实生活中使用它来吸引他们,为他们提供一种特殊的语言来与朋友交流。我们以一种有趣的方式进入孩子们的世界,让王子成为他们最喜欢的小吃品牌。 创意执行: 基于这个想法,我们发起了一项综合运动,有效地与孩子们交流和互动。在线: 与流行的儿童在线 SNS -- 奥比岛深入合作,创造一个王子星球,孩子们可以通过在线游戏体验王子的冒险。饼干代码的品牌和使用完全植入了奥运会。在游戏中使用包装上的 pin 码使用虚拟激励有助于实际销售。TVC: 认为电视仍然是接触孩子的最有效的渠道。介绍产品属性以及它如何在孩子们的现实生活中作为一种特殊语言发挥作用。店内促销: POSM/促销是刺激试用和购买的最佳机会。我们开发了一系列 POSM,一本漫画书和带有饼干编码信息的 3D 贴纸被插入到包装中,让孩子们享受和分享。 结果和有效性: 价值份额: 营销价值份额在活动启动后从 1.01% (7月) 提升到 2.74% (8月)。它的价值份额增长 171%。外卖: 在大润发,在联合促销和 TVC 期间,王子脆皮更多的平均外卖是 225。比正常一周好 + 246%。数字绩效: 实际参与者总数 (个人知识产权) 达到 20,309,859,比计划 + 67%。每日在线时间达到 21.9,与计划相比 + 155%。销售业绩: + 77% vs.OB (2010。5 月-2010.11 月)。

    2010 王子的快乐冒险

    案例简介:Insights, Strategy and the Idea: Objectives: -To launch a brand new biscuit brand across China - and create a connection with young kids that will lead to regular consumption of the product. Target audience: -Kids aged 6-9, who are in the medium to heavy sweet biscuit snack users, but not PRINCE users; they choose biscuit snacks for self consumption after school or in leisure time. Unique Insight: - Kids love having fun and spending time with friends, it’s easy to attract them via product novelty, but it is difficult to engage them. The idea: -Kraft launched a biscuit brand with 10 different shapes. We gave the shapes 10 different meanings. It’s an unique biscuit codes that kids can use in real life to engage them, providing them a special language to communicate with friends. We entering kids’ world in a fun way and making PRINCE their favourite snack brand. Creative Execution: Based on the idea, we launched an integrated campaign to communicate and engage with kids effectively. Online: In-depth cooperation with popular kids online SNS --- Aobi Island to create a PRINCE Planet, kids could experience the adventure with PRINCE via online games. Branding and usage of biscuit codes were fully implanted in the games. The utilization of virtual incentives in the game using the pin-code on the packs contributed to actual sales. TVC : Considered that TV is still the most effective channel to reach kids. To introduce the product attributes and how it can play as a special language in kids’ real life. In-store Promotion: POSM/promotion is the best opportunities to stimulate both trial and purchase. We developed a series of POSM, a comic book and 3D stickers with biscuit coding message were inserted in the pack for kids to enjoy and to share. Results and Effectiveness: Value Share: marketing value share has been lifted from 1.01%(July) to 2.74%(Aug) after the launch of the campaign. It grew 171% in it’s value share. Offtake: In RT-mart, the average off take of PRINCE Crispy More in Joint Promotion & TVC period was 225. It was +246% better than normal week. Digital Performance: Total actual participants (Individual IP) has achieved 20,309,859, +67% vs. plan. Daily online time reached 21.9, +155% vs. plan. Sales Performance: +77% vs. OB (2010. May - 2010.Nov).

    2010 Prince's Happy Adventure

    案例简介:见解、战略和想法: 目标: -- 在中国推出一个全新的饼干品牌 -- 并与年幼的孩子建立联系,从而导致产品的正常消费。目标受众:-6-9 岁的儿童,他们是中到重甜饼干零食用户,但不是王子用户; 他们选择饼干零食用于放学后或闲暇时间的自我消费。独特的见解:-孩子们喜欢玩得开心,喜欢和朋友在一起,通过产品新奇很容易吸引他们,但是很难吸引他们。想法:-卡夫推出了一个有 10 种不同形状的饼干品牌。我们给了这些形状 10 种不同的含义。这是一种独特的饼干代码,孩子们可以在现实生活中使用它来吸引他们,为他们提供一种特殊的语言来与朋友交流。我们以一种有趣的方式进入孩子们的世界,让王子成为他们最喜欢的小吃品牌。 创意执行: 基于这个想法,我们发起了一项综合运动,有效地与孩子们交流和互动。在线: 与流行的儿童在线 SNS -- 奥比岛深入合作,创造一个王子星球,孩子们可以通过在线游戏体验王子的冒险。饼干代码的品牌和使用完全植入了奥运会。在游戏中使用包装上的 pin 码使用虚拟激励有助于实际销售。TVC: 认为电视仍然是接触孩子的最有效的渠道。介绍产品属性以及它如何在孩子们的现实生活中作为一种特殊语言发挥作用。店内促销: POSM/促销是刺激试用和购买的最佳机会。我们开发了一系列 POSM,一本漫画书和带有饼干编码信息的 3D 贴纸被插入到包装中,让孩子们享受和分享。 结果和有效性: 价值份额: 营销价值份额在活动启动后从 1.01% (7月) 提升到 2.74% (8月)。它的价值份额增长 171%。外卖: 在大润发,在联合促销和 TVC 期间,王子脆皮更多的平均外卖是 225。比正常一周好 + 246%。数字绩效: 实际参与者总数 (个人知识产权) 达到 20,309,859,比计划 + 67%。每日在线时间达到 21.9,与计划相比 + 155%。销售业绩: + 77% vs.OB (2010。5 月-2010.11 月)。

    2010 Prince's Happy Adventure

    案例简介:Insights, Strategy and the Idea: Objectives: -To launch a brand new biscuit brand across China - and create a connection with young kids that will lead to regular consumption of the product. Target audience: -Kids aged 6-9, who are in the medium to heavy sweet biscuit snack users, but not PRINCE users; they choose biscuit snacks for self consumption after school or in leisure time. Unique Insight: - Kids love having fun and spending time with friends, it’s easy to attract them via product novelty, but it is difficult to engage them. The idea: -Kraft launched a biscuit brand with 10 different shapes. We gave the shapes 10 different meanings. It’s an unique biscuit codes that kids can use in real life to engage them, providing them a special language to communicate with friends. We entering kids’ world in a fun way and making PRINCE their favourite snack brand. Creative Execution: Based on the idea, we launched an integrated campaign to communicate and engage with kids effectively. Online: In-depth cooperation with popular kids online SNS --- Aobi Island to create a PRINCE Planet, kids could experience the adventure with PRINCE via online games. Branding and usage of biscuit codes were fully implanted in the games. The utilization of virtual incentives in the game using the pin-code on the packs contributed to actual sales. TVC : Considered that TV is still the most effective channel to reach kids. To introduce the product attributes and how it can play as a special language in kids’ real life. In-store Promotion: POSM/promotion is the best opportunities to stimulate both trial and purchase. We developed a series of POSM, a comic book and 3D stickers with biscuit coding message were inserted in the pack for kids to enjoy and to share. Results and Effectiveness: Value Share: marketing value share has been lifted from 1.01%(July) to 2.74%(Aug) after the launch of the campaign. It grew 171% in it’s value share. Offtake: In RT-mart, the average off take of PRINCE Crispy More in Joint Promotion & TVC period was 225. It was +246% better than normal week. Digital Performance: Total actual participants (Individual IP) has achieved 20,309,859, +67% vs. plan. Daily online time reached 21.9, +155% vs. plan. Sales Performance: +77% vs. OB (2010. May - 2010.Nov).

    2010 王子的快乐冒险

    暂无简介

    2010 Prince's Happy Adventure

    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)}}

    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