Master Kong Campaign|短视频,活动|广告营销案例【ADGuider广告指南】

康师傅战役

案例简介：看看实际的病毒预告和分辨率视频。挑战: 总部位于特拉维夫的小公司 Mindscapes 为世界各地的广告公司提供创造力增强培训。由于经济衰退，培训预算被削减 70%。我们需要更多的机构来了解心态。想法: 创造一个神秘的大师，他开发了一种新的方法，具有令人难以置信的快速提高创造力的结果。制作一篇关于孔氏成就的电视报道，并上传到 you tube。为主人创建一个网站。一名 “记者” 向广告机构的负责人发送电子邮件，希望采访他们，了解他们用康师傅培训员工的经验, 通过 “个案” 链接到电视报告文学和孔的网站。发起一个 Facebook 团体，宣传一份请愿书，要求广告节陪审团以 “不公平竞争” 为借口，禁止在 “香港效应” 下工作…… 两周后, 她给他们发了电子邮件，链接到剪辑 -- 揭示了主人的真相。结果: 这个故事在许多广告博客中被提及。60% 对新项目的需求增加 50% 第二季度新项目的增长 290% 投资回报率 (每投资 1 欧元就有 2.5 欧元的新收入) 并计算在内。

康师傅战役

案例简介：Check out the actual viral teaser and resolution video as well. The Challenge: Mindscapes, a small company based in Tel Aviv, offers creativity enhancement training for advertising agencies around the world. Due to the recession, training budgets were cut by 70%. We needed more agencies to know about Mindscapes. The idea: Create a mysterious guru who has developed a new method with incredibly quick results of increasing one's creativity. Create a TV reportage about Kong's achievements and upload it to you tube. Create a website for the master. A ' journalist' sends e-mails to heads of ad agencies, wishing to interview them about their experience of training their staff with Master Kong, with 'just in case' links to the TV reportage and to Kong's website. Launch a Facebook group promoting a petition demanding that juries of ad festivals ban work made under the 'Kong effect' under the pretext of "unfair competition"… 2 weeks later, she e-mails them link to the clip- revealing the truth about the master. Results: The story was mentioned in numerous advertising blogs. 60% increase in demand for new projects 50% increase in new projects in Q2 290% ROI (2.5 euro of new income for every 1 euro invested in the campaign) and counting.