THE LAST DICTATOR STANDING|短视频|广告营销案例【ADGuider广告指南】

最后的独裁者

案例简介：结果和有效性几小时后，这场运动就成了推特和 YouTube 头版的热门话题。到目前为止，YouTube 的浏览量已经超过 200万。如果从该地区的角度来理解，这一结果是相关的 -- 只有 14% 的南非人可以上网。这场运动引发了当地的辩论，并成为主要报纸、新闻网络和博客的头条新闻。媒体预算只有 185,000 美元，媒体收入总额超过 2,500,000 美元。广告上的餐食是 Nando's 历史上最畅销的节日促销餐。创意执行最后一个独裁者的创意是 “任何人都不应该独自吃饭”，甚至是一个疯狂的暴君。因此，电视广告的特点是穆加贝先生回忆过去的美好时光，并与他的专制伙伴嬉戏。这场完全整合的运动始于罗伯特 · 穆加贝 lookalikes 向各种博客作者和意见领袖提供的新闻资料袋。接下来，一场基于推特的比赛通过哈希标记 “MealFor6”，询问公众他们会邀请哪 5 个人共进晚餐。广告嵌入了竞争页面。与此同时，它在电视上播出，并在 YouTube 上发布，以获得势头。当穆加贝先生和他的激进青年民兵组织禁止广告时，我们用另一个标题为 “最后的 Sticktator Standing” 的广告取而代之。我们还通过 3 个广播广告支持了这场运动，其中一个绝望的穆加贝邀请死敌与他分享一顿饭。见解、战略和想法 Nando 向我们介绍了一场节日活动，该活动将促进他们的膳食分享，并击败去年的销售，同时创造品牌的可谈性。Nando 的目标市场主要是南非，并且已经开始了解 Nando 的不敬广告。我们的观众明白节日是分享的时刻。所以这是用来推广分享食物的洞察力。罗伯特 · 穆加贝是南部非洲最后的独裁者，所以随着 2011 年备受关注的独裁者倒台，我们想知道他会和谁分享他的一顿饭。这项运动的主旨是，任何人都不应该独自吃饭，不管你是谁，Nando's 为朋友们提供了聚在一起分享美味佳肴的绝佳机会。

最后的独裁者

案例简介：Results and Effectiveness Within hours of flighting, the campaign was a trending topic on twitter and on the front page of YouTube. To date, there are over 2 million combined YouTube views. This result is relevant when understood in the context of the region – only 14% of South Africans have internet access. The campaign sparked local debate and made headlines in major newspapers, news networks and blogs. With a miniscule media budget of USD $185,000, the total earned media exceeded USD $2,500,000. The advertised meals were the highest selling promotional meals for any festive season in the history of Nando’s. Creative Execution The creative idea for The Last Dictator Standing is “no one should have to eat alone”, not even a mad tyrant. So the TV ad features Mr Mugabe reminiscing about the good old days and frolicking around with his despotic mates. The fully integrated campaign began with press kits delivered to various bloggers and opinion leaders by Robert Mugabe lookalikes. Next, a Twitter based competition asked the public which 5 people they’d invite to dinner, by hash-tagging “MealFor6”. The ad was embedded on the competition page. At the same time, it was aired on TV and posted on YouTube to gather momentum. When Mr Mugabe and his militant youth militia had the ad banned we replaced it with another titled “The Last Sticktator Standing”. We also supported the campaign with 3 radio ads that featured a desperate Mugabe inviting sworn enemies to share a meal with him. Insights, Strategy and the Idea Nando’s briefed us on a Festive Season Campaign that would promote their meals to share and beat last year’s sales whilst creating talkability around the brand. The Nando’s target-market is largely South African and has come to know Nando’s for its irreverent advertising. Our audience understands that the festive season is a time for sharing. So this was the insight employed to promote the meals to share. Robert Mugabe is Southern Africa’s last standing dictator, so with 2011’s much-publicized fall of dictators, we wondered whom he would share his meal with. The main thrust of the campaign is the notion that no one should eat alone and no matter who you are, Nando’s provides the perfect opportunity for friends to get together and share a delicious meal.