Motivational Tweetspeech|短视频|广告营销案例【ADGuider广告指南】

励志 Tweetspeech

案例简介：相关性这场运动展示了一种独特的方式，让来自全国各地的球迷在如此重要的比赛之前接触到他们最喜欢的球员。这可能是告诉那些准备本赛季最大比赛的球员的最有效的方式，所有的国家都支持他们。这是一种通过将玩家自己看不到的信息带入现实生活来支持这个信息的不可靠的方式。结果在短短几天内，发送了 9 000 多条推文。超过 100 个目标广告牌被印刷并安装在 D-DAY 上。游戏结束 5 天后，我们发布了展示公共汽车旅程的品牌内容电影，以展示整个运营的结果。这部电影在两周内完成了 500万次观看。概要 • SituationSociete Generale 是法国橄榄球尤其是法国国家橄榄球队的最大和历史赞助商之一。但该品牌对其形象可能产生的影响并不完全满意。事实上，SG 觉得他们更多的是为法国橄榄球服务，而不是为法国橄榄球服务。•简介该机构被要求利用法国橄榄球队将与 3 个主要国家 (萨摩亚、澳大利亚和新西兰) 进行的 3 次测试2016年11月，为了交流法国兴业银行对 “法国十五” 的赞助，目标是研究法国兴业银行在橄榄球爱好者中的形象，以安装法国兴业银行作为法国橄榄球的 n ° 1 赞助商。战略这个策略是基于这样一种洞察力，即对于不能参加体育场比赛的球迷来说，他们可以和他们的球队分享他们的欢呼之词可能会令人沮丧。团队精神 (SG 的核心价值观之一) 是为了在比赛前的最后时刻把球员和支持者聚集在一起，展示球迷鼓励的推文，在第七天从法国国家队训练营到体育场的路上，联系法国球迷让他们在推特上分享他们的欢呼声,在一周前对阵澳大利亚的比赛中，我们在战略媒体上发起了一场运动，如体育新闻、社交网络，甚至体育场。当然，我们还向橄榄球话题的关键意见领袖发送了公关工具包，在不透露想法的情况下传播消息。该战略与品牌的平台和标志性的 “共同建设团队精神” 特别相关活动描述自从新主教练提名以来，当球员聚集在一起准备运动时，他们越来越与世界其他地方隔绝。然而，我们知道，尤其是在对阵新西兰的重要比赛之前，球队需要得到球迷的支持。在对阵所有黑人的比赛前一周, 我们决定联系所有粉丝，让他们用 # aupluspressuxv (# ClosestToTheXV ”) 为社交网络上的玩家表达他们最后的欢呼之词。然后，我们在比赛日从马库锡 (法国训练营) 和法兰西体育场出发的路上，在各种广告牌上打印并展示了大量最好的推文，让球员大吃一惊。执行比赛前一周，我们用几个媒体联系了球迷们，以获得最多的参与。借助体育媒体上的平面广告、社交网络上的视频，以及发送给 k.O.L 的公关工具包，我们推出了 “# aupluspressduxv” 来支持法国的十五。几个小时后，我们选择了 100 多条推文，并准备了文件以不同的格式打印它们: 广告牌、数字户外、 flypost 、特殊户外 (在汽车、卡车上, 桥梁)。在诺曼底登陆日，我们沿着从马库锡到法兰西体育场的公路上的公共汽车拍摄了所有令人鼓舞的文字。我们还收到了来自法国的内线人，他拍摄了玩家在发现所有信息时的反应。

励志 Tweetspeech

案例简介：Relevancy This campaign shows a unique way for fans from all over the country to reach their favourite players before such an important game. It is probably the most efficient way to tell to players that are preparing to biggest match of their season, that all the country is behind them. It is a unsual way to support this message by bringing into real life message that were not going to be seen by the players themselves. Outcome In just a few days, more than 9 000 tweets were sent. More than 100 targeted billboards were printed and installed all along the road on D-DAY. 5 days after the game, we published the brand content film that was showing the bus journey to show the result of the whole operation. The film performed with 5 million views in 2 weeks. Synopsis • SituationSociete Generale is one of the biggest and historical sponsor of French rugby and especially French National Rugby Team. But the brand was not fully satisfied with the impact it could have on its image. Indeed, SG felt that they were more serving French Rugby than French Rugby was serving its image. • BriefThe Agency was asked to take advantage of the 3 tests-matchs that French Rugby team was set to play against 3 majors nations (Samoa, Australia and New-Zealand) in November 2016 to communicate over Societe Generale’s sponsorship of “XV de France”• ObjectivesThe objective was to work on Societe Generale’s image among rugby fans to install Societe Generale as the n°1 sponsor of French Rugby. Strategy The strategy was based on the insight that it can be frustrating for fans that can’t attend the match at the stadium to feel that they can share their cheering words with their team. Team spirit (one of SG’s core values) is to bring players and supporters together in the last moments before the game by showcasing fans encouraging tweets all along the road from XV de France’s training camp to Stadium on D-DayTo reach out French fans and ask them to share their cheering words on Twitter, we launched a campaign on strategic medias such as sport press, social networks and even the stadium during the match against Australia that occurred one week before. We also sent PR kit to key opinion leaders in Rugby topics to spread the word without revealing the idea, of course.The strategy is particularly relevant regarding brand’s platform and signature “Building Team Spirit Together” CampaignDescription Since the nomination of a new head coach, when players are gathered for athletic preparation, they are more and more cut off from the rest of the world. However, we know that, especially before such an important game as the one against New Zealand, the team needs to feel the support from its fans. One week before the match against All Blacks, we decided to reach out all fans and ask them to address their last cheering words for the players on social networks with the #AuPlusPresDuXV (#ClosestToTheXV”). We then printed and displayed a large selection of the best tweets on various billboards all along the road that goes from Marcoussis (French training camp) and Stade de France on match day to surprise players. Execution A week before the game, we reached out the fans using several medias to get a maximum of participations. With print ads in sport press, videos on social networks and thanks to PR kits sent to K.O.L, we launched the “#AuPlusPresDuXV” to support XV de France. In a few hours, we selected more than 100 tweets and prepared file to print them in different formats: Billboards, Digital out of Home, Flyposting, special OOH (on cars, trucks, bridges). On D-Day, we followed the bus on the road from Marcoussis to Stade de France to shoot the bus passing by all the encouraging words. We also received from XV de France’s inside man who filmed players reactions when discovering all the messages.