Jogo Da Vida (Game of Life)|短视频|广告营销案例【ADGuider广告指南】

乔戈 · 达 · 维达 (生活游戏)

案例简介：妮维雅男人和巴黎圣日耳曼宣布巴西伙伴关系圣保罗，2018年4月10日 -- 妮维雅男装和巴黎圣日耳曼宣布为巴西市场建立合作伙伴关系，这两个品牌已经变得非常受欢迎，成为许多消费者日常生活的一部分。为了庆祝这一伙伴关系的开始，FCB Brasil 正在创建一个口号和离线运动，由 LOV 为数字开发。自 1922年推出剃须皂以来，该公司一直活跃在男性生活中，现在它希望通过 NIVEA men 系列改善与巴西男性的关系，该系列包括除臭剂, 肥皂、剃须泡沫、剃须凝胶和剃须膏。“足球和护肤有一种协同作用，代表着男性宇宙非常重要的价值观，如自信、团结、激情和指挥。我们知道足球是一种民族激情，这正是我们希望在这种环境中定位我们的品牌和产品的原因，为与客户的强烈情感联系铺平了道路, 妮维雅解释说: “巴西营销总监安德里亚 · b ó。安德里亚补充道: “为游戏做好准备，无论这意味着运动、和家人在一起、在工作中，还是任何日常成就，都让男人感到更加自信。”。“通过这种伙伴关系，我们希望巴西人永远为他们的生活做好准备。" 巴黎圣日耳曼副总经理弗雷德里克 · 朗格佩对这种伙伴关系在巴西的扩展非常满意: “我们与妮维雅男人的伙伴关系在法国取得了成功, 由于巴黎圣日耳曼继续在世界各地流行，我们很高兴将它扩展到新的地区。我们在巴西有数百万球迷，这种合作将是一个巩固我们球迷基础的机会，并在俱乐部的一个关键市场牢固树立我们的品牌。" # Prontoprogogo (# READYFORTHEGAME) 活动展示了俱乐部的一些明星: 小内马尔、蒂亚戈 · 席尔瓦、达尼 · 阿尔维斯、凯利安 · 姆巴佩和阿德里安 · 拉布特, 他们已经从他们通常的英雄形象中后退了一步，并显示出，首先，他们是 “普通的人”他们致力于通过专门为男性开发的产品线来提高自尊。 “越来越多的巴西人使用妮维雅男人。有这么多明星在国外比赛，越来越多的人在巴西观看欧洲冠军联赛。赞助 PSG 是证明这些球员不仅仅是出名的完美方式，他们是现代男人，过着正常的生活，和妮维雅男人一起照顾他们的皮肤。巴西 FCB 的 CCO 乔安娜 · 蒙泰罗说: “看看，因为这场运动很有趣。”。第一个被称为 “生活游戏” 的视频是在巴黎制作的，将在巴西的电视和在线媒体上发布。这个想法是为了鼓励球迷和消费者总是准备好尽最大努力，无论是在游戏中还是在日常任务中。由 LOV 开发的在线活动将很快在该品牌的巴西社交媒体渠道上推出。LOV 业务和运营主管劳拉 · 里斯解释说: “数字媒体在建立客户与活动主题的互动关系方面发挥着重要作用，使产品更接近人们的生活。”。个人护理增强男性的自信在签署这个伙伴关系之前妮维雅的男性进行了一项研究，发现 92% 的 18 岁至 69 岁的男性认为 “对自己的皮肤感觉良好” 对生活各个方面的良好表现很重要。与此同时，超过 79% 的受访者表示，职业足球运动员和他们的日常生活激励他们提高自己的条件和表现。 * Statista 在 2017年11月根据 Beiersdorf AG 的要求对 250 名 18 至 69 岁的男性进行了在线调查。

乔戈 · 达 · 维达 (生活游戏)

案例简介：NIVEA MEN and Paris Saint-Germain Announce Brazilian Partnership São Paulo, April 10, 2018 - NIVEA MEN and Paris Saint-Germain announce a partnership for the Brazilian market, where both brands have become extremely popular and part of everyday life for many consumers. To celebrate the start of this partnership, FCB Brasil is creating a slogan and offline campaign, which is being developed for digital by LOV. The company has been present in men's lives since 1922, when it launched a shaving soap, and now it wants to improve its relationship with Brazilian men with the NIVEA MEN line, which includes deodorants, soaps, shaving foam, shaving gel and shaving cream. "Soccer and skincare have a synergy that represents very important values for the male universe, such as self-confidence, unity, passion and command. We know that soccer is a national passion and that is precisely why we want to position our brand and products within this environment, paving the way for a strong emotional bond with our customers," explains NIVEA Brazil Marketing Director Andrea Bó. "Being ready for the game, whether that means playing the sport, being with your family, being at work, or any number of daily achievements, makes men feel more confident," adds Andréa. "Through this partnership, we want Brazilians to always feel ready for whatever life has in store for them." Frédéric Longuépée, Deputy Managing Director of Paris Saint-Germain, is immensely pleased with the partnership's extension in Brazil: "Our partnership with NIVEA MEN has been a success in France, and since Paris Saint-Germain continues to grow in popularity around the world, we are delighted to extend it to new regions. We have millions of fans in Brazil and this partnership will be a chance to solidify our fan base and firmly establish our brand in a key market for the club." The #PRONTOPROJOGO (#READYFORTHEGAME) campaign features some of the club's stars: Neymar Jr., Thiago Silva, Dani Alves, Kylian Mbappé and Adrien Rabiot, who have taken a step back from their usual heroic image and are showing that, first and foremost, they are "regular guys" who work on improving their self-esteem with a product line developed especially for men. "Increasingly more Brazilians are using NIVEA MEN. And with so many stars playing abroad, increasingly more people are watching the European Champions League in Brazil. Sponsoring PSG is the perfect way to show that, more than just being famous, these players are modern men who live normal lives and care for their skin with NIVEA MEN. Take a look, because the campaign is lots of fun," said Joanna Monteiro, CCO of FCB Brasil. The first video, dubbed "The Game of Life," was produced in Paris and will be launched on television and online media throughout Brazil. The idea is to encourage soccer fans and consumers in general to always be ready to give their best, whether that's in the game or in everyday tasks. The online campaign, developed by LOV, will launch soon on the brand's Brazilian social media channels. "Digital media play an essential role in establishing customer engagement with the campaign theme, bringing products closer to people's lives," explains Laura Reis, Head of Business and Operations at LOV. Personal Care Boosts Self-confidence among Men Before signing this partnership, NIVEA MEN conducted a study that revealed that 92% of men between the ages of 18 and 69 hold that "feeling good about your own skin" is important for good performance in every aspect of life. Meanwhile, over 79% of those interviewed stated that professional soccer players and their routines inspire them to improve their own conditioning and performance.  *Online survey carried out by Statista in November 2017, upon request from Beiersdorf AG, with 250 men between the ages of 18 and 69.