The World Expiration Date|短视频|广告营销案例【ADGuider广告指南】

世界到期日期

案例简介：概要美国花园在中东是一个家喻户晓的名字。他们的产品几乎在每个家庭的每个厨房里。美国花园的口号 “让我们品味生活!” 是生活和享受生活的邀请。他们已经让他们的产品成为日常生活的一部分; 这一次，他们希望他们的品牌在人们的心中也有一席之地。 american Garden 想对品牌创造更多的亲和力，而不仅仅是它的产品。它想把自己与一项事业联系起来 -- 在人们的脑海中建立一种新的感知。这是以前从未做过的事情。还有一些他们也没有拨款的东西。执行我们使用最常见的美国花园产品的到期日向人们展示了在同一日期濒危动物会发生什么。我们设计的艺术品非常适合原始包装，并在正常的到期日期旁边印刷。我们把我们的作品上传到生产链的印刷机上。我们在 50,000 个可回收的罐头、罐头和瓶子上打印了我们的图标。美国花园有一个很好的机会: 他们的广泛和巨大的分销渠道几乎覆盖了海湾合作委员会的每个超市。销售的产品数量庞大，每一种都给濒临灭绝的动物发声。生产始于 2月，更多的产品在 3 月/4月上架。相关性美国花园的特殊包装提高了人们对我们的生活方式对地球的影响的认识。我们记录了不同美国花园产品的到期日，并向人们展示了在同一日期濒危动物会发生什么。我们吸引了客户，并把他们带到我们的网站，在那里他们可以了解更多信息并支持这项事业。每个客户都有机会发现数百种濒危动物，我们根据保护状况进行了分析。从那里，他们可以采取行动，帮助有需要的动物，并在我们星球的命运中发挥积极作用。战略 “让我们品味生活” 是启动我们活动的完美平台。品味生活意味着享受它，并继续享受它。它应该适用于所有生物。我们传递信息的设备是活动的中心 -- 美国花园产品本身。我们研究了过去几年濒危动物数量减少的统计数据。然后，我们平均计算了在最常见的美国花园产品的相同到期日之前，这些动物会发生什么。我们研究发现，76% 的人口会检查到期日。事实是，我们不知道如果我们不采取行动和帮助，濒危动物在不久的将来会发生什么。我们创建了一个网站 (包装上的链接)，邀请人们了解更多信息并支持这项事业。活动描述美国花园的口号 “让我们品味生活!” 是生活和享受生活的邀请。这只有在一个活着的世界里才有可能。不幸的是，它的未来正受到威胁。世界各地的动物正在死亡和灭绝，而很少有人知道濒危动物的困境。我们的世界正看到越来越多的动物面临灭绝。公众对这个问题缺乏认识只会加剧这个问题。我们记录了不同美国花园产品的到期日，并向人们展示了在同一日期濒危动物会发生什么。我们使用了一种非常普通的日常物品 (包装上的到期日) 来向人们传递一个非同寻常的信息,无论如何，当他们考虑未来的时候。我们网站的链接也给了访问者了解更多并采取行动的机会。结果 -加强品牌资产清单 “让我们品味生活”。 -品牌亲和力上升 23%。 -我们巨大的分销渠道让我们的产品几乎可以到达海湾合作委员会的每个超市，因此每个货架都给濒临灭绝的动物发出了声音。-其他品牌最近联系我们加入我们的运动，表明 “世界到期日” 始于美国花园，但可以走得更远。-销售的每一种产品都会引导人们进入我们的网站，在那里他们可以了解更多关于情况的信息并支持这项事业。-通过对媒体的新使用，世界过期日期达到了成千上万的人，并将对话从过期产品转移到希望我们能给地球上最濒危的动物。

世界到期日期

案例简介：Synopsis American Garden is a household name in the Middle East. Their products are in almost every kitchen in every home. American Garden’s slogan ‘Let’s Savor Life!’ is an invitation to live and enjoy life. They’ve already made their products part of every day life; this time they wanted their brand to have a place in people’s hearts and minds also.American Garden wanted to create more affinity towards the brand, and not just its products. It wanted to link itself to a cause – to establish a new perception in people’s minds.Something which had never done before. And something they had not allocated money towards, either. Execution We used the expiration dates on the most common American Garden products to show people what would happen to endangered animals by those same dates. We designed artworks that fit the original packaging perfectly and printed them right next to the regular expiration dates. We uploaded our artworks into the printing machine of the production chain. We printed our icons on 50,000 recyclable tins, cans and bottles. American Garden had a great opportunity: their wide range and huge distribution channel reaches almost every supermarket in the GCC. And the huge number of products sold, each one giving voice to endangered animals. The production started in February – more products went on shelves in March/April. Relevancy American Garden’s special packaging raised awareness about the impact our lifestyles are having on the planet. We took the expiration dates of different American Garden products and showed people what would happen to endangered animals by those same dates.We engaged customers and drove them to our website, where they could learn more and support the cause. Each customer had the chance to discover hundreds of endangered animals that we profiled by conservation status. From there, they could take action, help animals in need, and play an active role in the destiny of our planet. Strategy “Let’s Savor Life” was the perfect platform from which to launch our campaign. Savoring life means enjoying it, and continuing to enjoy it. And it ought to apply to all living creatures. The device with which we delivered message was the central point to the campaign – the American Garden product itself. We studied the statistics of decreasing populations of endangered animals over the past few years. Then we calculated, on average, what would happen to these animals by the same expiration dates of the most common American Garden products. We researched and discovered that 76% of the population check expiration dates.The truth is we are not aware of what could happen to endangered animals in the near future if we do not take action and help. We created a website (a link to it on the packaging) to invite people to learn more and support the cause. Campaign Description American Garden’s slogan ‘Let’s Savor Life!’ is an invitation to live and enjoy life. And this is only possible in a world that lives.Tragically, its future is under threat. Animals around the world are dying and becoming extinct.While few people know the predicament of endangered animals. Our world is seeing a growing number of animals facing extinction. A lack of public awareness about the issue only serves to compound the problem.We took the expiration dates of different American Garden products and showed people what would happen to endangered animals by those same dates.We used a quite ordinary and everyday item (the expiration dates on the packaging) to deliver an extraordinary message to people, when they were thinking about the future anyway.A link to our website also gave visitors the opportunity to learn more and take action. Outcome -Strengthened the brand equity manifest “Let’s Savor Life”.-Brand affinity rose by 23%.-Our huge distribution channels allowed our products to reach almost every supermarket in GCC, so that each shelf gave a voice to animals at risk of extinction. -Other brands have recently approached us to join our movement, demonstrating that “The World Expiration Date” started with American Garden but can go much further. -Every product sold is leading people to our website, where they can learn more about the situation and support the cause. -Through a new use of media, The World Expiration Date reached thousands of people, and shifted the conversation from products that expire to the hope that we can give the most endangered animals on the planet.