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        The Belt 24/7短视频广告营销案例

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        皮带24/7

        案例简介：概要 Prisma (芬兰最大的大型连锁超市) 正在将部分商店的营业时间从7-23改为24/7。Prisma是芬兰唯一一家营业时间如此长的大型超市，这使Prisma相对于其他类似商店和连锁店具有竞争优势。这项活动的目的是利用一种引人入胜且令人惊讶的机制来传达开放时间的变化。这是在芬兰暑假季节之前执行的，该季节传统上充满了杂货广告。芬兰的暑假季节始于仲夏，这是杂货销售的最大高峰之一。为了消除混乱，我们需要重新思考零售品牌如何与消费者沟通。该活动的目标是确保芬兰的每个人都知道延长的开放时间，从而获得更多的人流并增加短期和长期的销售。 战略 芬兰人渴望缓慢的生活方式。在夏季，他们逃离繁忙的城市到乡村小屋。当大型超市Prisma想要在夏天的边缘宣布他们的24/7开放时间时，我们决定以缓慢的方式进行。最重要的战略解决方案是将Belt 24/7作为电视节目推出，而不仅仅是Facebook Live内容。通过这种方式，我们设法在报纸上吸引了难以置信的电视节目概念，并利用他们的需求提前发布点击新闻。我们获得了所有芬兰媒体的兴趣，并在芬兰的所有主要出版物中得到了报道。我们还公开表示，不会进行编辑，也不会编写脚本，并且相信偷窥癖和芬兰人对15分钟成名的渴望将在有趣的内容方面发挥我们的进步。我们没有错。 相关性 皮带24/7，这是一部以传送带为特色的现实慢电视节目。该节目在Facebook Live和芬兰国家电视台上全天候播放，未经剪辑，未经编辑和无脚本播放，以宣传名为Prisma的大型超市连锁店的新24/7开放时间。腰带24/7是夏季2017期间芬兰最受关注的事件之一。五分之一的芬兰人 (100万) 观看了直播。我们在Prisma hypermarket中创建了娱乐性和引人入胜的单一传送带内容，并采用了非常有效的媒体策略，并仅展示了杂货。 结果 -短期销售额上升 + 65%，长期销售额上升 + 12%。-快速消费品品牌通过展示他们的产品，将皮带24/7作为实时营销平台-赚取的媒体价值为1，2600万欧元-在竞选前后，芬兰所有主要新闻媒体都对竞选活动进行了报道-腰带24/7是夏季2017收视率最高的线性电视节目，也是芬兰收视率最高的Facebook直播节目-平均观看27分钟-外交部想做第二集腰带24/7的一部分，并在芬兰的官方Facebook频道上播出-五分之一的芬兰人 (100万) 24/7现实慢电视观看了腰带。-我们通过竞选活动覆盖了超过一半的芬兰人 (3,5)。-在live feed中其他民族杂货的30 000多条评论。-总预算只有45 000 €-竞选活动引发了两篇关于媒体消费的学术论文 执行 竞选活动的促销活动始于 “腰带24/7” 播出前一周的公关活动。Prisma和Sub (芬兰电视频道) 发布了有关新的真人秀慢速电视节目的PR信，该节目将在收银员的指导下全天候拍摄单个传送带。Media将Belt 24/7的想法视为真正的慢速电视节目，这使我们在所有主要出版物中都获得了媒体报道，并通过收入媒体吸引了芬兰人。为了建立Belt 24/7作为电视节目的信誉，我们创建了经典的电视节目预告片，并在一周的节目直播中播出。腰带24/7在Prisma的Facebook提要上播出。Facebook直播了一条传送带的视频，未经编辑，无脚本的全天候直播。直播的最后3个小时在午夜在国家电视台直播。包括媒体，计划，材料和制作在内的总预算仅为45000欧元。 CampaignDescription 该活动的创意是创建一个真人秀慢电视节目。这个想法是全天候拍摄一条不间断的Prisma传送带，以从字面上证明Prisma是24/7开放的。简而言之: 我们直播了杂货。这个创造性的想法伴随着偷窥狂，芬兰人需要获得15分钟的成名。这两个结合了在Facebook上实时发表评论的可能性，以及在Facebook和芬兰电视台上推出电视节目内容的战略举措，是非常成功的竞选活动的主要因素。导读: 皮带24/7。实况转播的慢速电视节目，全天候跟踪Prisma结帐处传送带上的事件。

        皮带24/7

        案例简介：Synopsis Prisma (the largest hypermarket chain in Finland) was in the process of changing its opening hours from 7-23 to 24/7 in selected stores. Prisma is the only hypermarket in Finland with this long opening hours, giving Prisma competitive advantage over other similar stores and chains. The objective of this campaign was to communicate the change in the opening hours utilising an engaging and surprising mechanism. This was executed before the Finnish summer vacation season, which traditionally is full of grocery advertising. The Finnish summer vacation season starts with Midsummer, which is one of the biggest spikes for grocery sales. To cut through the clutter we needed to rethink how retail brands communicate to consumers. The goal of the campaign was to make sure that everyone in Finland knew the extended opening hours and by that gain more footfall and increase sales in short and long term. Strategy Finns crave slow lifestyle. In the summertime they escape the hectic cities to their countryside cabins. When hypermarket Prisma wanted to announce their 24/7 opening hours on the brink of summer, we decided to do it the slow way. The most important strategic solution was to launch The Belt 24/7 as a TV show instead of just Facebook Live content. This way we managed to lure in the newspapers with hard to believe TV show concept and used their need to publish clickbate news in our advance. We gained the interest of all Finnish media outlets and got covered in all the major publications in Finland. We also publicly told that there will be no editing, no scripting and trusted that voyeurism and Finns hunger for the 15 minutes of fame would play on our advance in terms of interesting content. And we were not wrong. Relevancy The Belt 24/7, a reality slow TV show featuring conveyer belt. The show ran around the clock, uncut, unedited and unscripted on Facebook Live and on Finnish national TV to promote the new 24/7 opening hours of a hypermarket chain called Prisma. The Belt 24/7 was one of the most talked about events in Finland during summer 2017. One out of five Finns (1 Million) watched the live stream. We created entertaining and engaging content of single conveyer belt in Prisma hypermarket with extremely effective media strategy and showcasing only groceries. Outcome -Sales went up +65% in short term and +12% in long term. -FMCG brands used The Belt 24/7 as real time marketing platform by showcasing their products -Value of earned media was 1,26 Million € -Campaign was featured by all major Finnish news outlets before and after the campaign -The Belt 24/7 was the most watched linear TV show during the summer 2017 and most watched Facebook Live stream in Finland -Content was viewed 27 mins on average -Ministery of foreign affairs wanted to do a second episode of The Belt 24/7 and air it on Finland's official Facebook channel -One in five Finns (1 Million) watched the Belt 24/7 reality slow TV. -We reached over half of Finns with the campaign (3,5 Million). -Over 30 000 comments of other peoples groceries in live feed. -Total budget only 45 000 € -Campaign sparked two academic thesis about media consumption Execution The campaign promotion started with a PR launch a week before The Belt 24/7 was aired. Prisma and Sub (Finnish TV-channel) released PR letter about a new live reality slow TV show that will film single conveyer belt around the clock directed by the cashiers. Media bought the idea of The Belt 24/7 as genuine slow TV show which lead us gaining media coverage in all major publications and reaching Finns with earned media. To build credibility for The Belt 24/7 as a TV-show we created classic TV-show trailers and aired them during the week show went live. The Belt 24/7 was aired on Prisma's Facebook feed. Facebook Live video of a single conveyer belt, unedited, unscripted aired live around the clock. The final 3hours of the live stream was aired live on the National TV at midnight. The total budget including media, planning, material and production was only 45000€. CampaignDescription The creative idea of the campaign was to create a live reality slow TV show. The idea was to film a conveyer belt of Prisma, nonstop, around the clock to literally demonstrate that Prisma is open 24/7. In short: We live-streamed groceries. The creative idea toyed around with voyeurism and the Finns need to get their 15 minutes of fame. These two combined with a possibility to comment real time on Facebook, and the strategic move to launch the content as a TV show on Facebook and the Finnish TV, were the main ingredients of extremely successful campaign. Introducing: The Belt 24/7. A live reality slow TV show that follows the events on a conveyer belt at a Prisma checkout - around the clock.

        The Belt 24/7

        案例简介：概要 Prisma (芬兰最大的大型连锁超市) 正在将部分商店的营业时间从7-23改为24/7。Prisma是芬兰唯一一家营业时间如此长的大型超市，这使Prisma相对于其他类似商店和连锁店具有竞争优势。这项活动的目的是利用一种引人入胜且令人惊讶的机制来传达开放时间的变化。这是在芬兰暑假季节之前执行的，该季节传统上充满了杂货广告。芬兰的暑假季节始于仲夏，这是杂货销售的最大高峰之一。为了消除混乱，我们需要重新思考零售品牌如何与消费者沟通。该活动的目标是确保芬兰的每个人都知道延长的开放时间，从而获得更多的人流并增加短期和长期的销售。 战略 芬兰人渴望缓慢的生活方式。在夏季，他们逃离繁忙的城市到乡村小屋。当大型超市Prisma想要在夏天的边缘宣布他们的24/7开放时间时，我们决定以缓慢的方式进行。最重要的战略解决方案是将Belt 24/7作为电视节目推出，而不仅仅是Facebook Live内容。通过这种方式，我们设法在报纸上吸引了难以置信的电视节目概念，并利用他们的需求提前发布点击新闻。我们获得了所有芬兰媒体的兴趣，并在芬兰的所有主要出版物中得到了报道。我们还公开表示，不会进行编辑，也不会编写脚本，并且相信偷窥癖和芬兰人对15分钟成名的渴望将在有趣的内容方面发挥我们的进步。我们没有错。 相关性 皮带24/7，这是一部以传送带为特色的现实慢电视节目。该节目在Facebook Live和芬兰国家电视台上全天候播放，未经剪辑，未经编辑和无脚本播放，以宣传名为Prisma的大型超市连锁店的新24/7开放时间。腰带24/7是夏季2017期间芬兰最受关注的事件之一。五分之一的芬兰人 (100万) 观看了直播。我们在Prisma hypermarket中创建了娱乐性和引人入胜的单一传送带内容，并采用了非常有效的媒体策略，并仅展示了杂货。 结果 -短期销售额上升 + 65%，长期销售额上升 + 12%。-快速消费品品牌通过展示他们的产品，将皮带24/7作为实时营销平台-赚取的媒体价值为1，2600万欧元-在竞选前后，芬兰所有主要新闻媒体都对竞选活动进行了报道-腰带24/7是夏季2017收视率最高的线性电视节目，也是芬兰收视率最高的Facebook直播节目-平均观看27分钟-外交部想做第二集腰带24/7的一部分，并在芬兰的官方Facebook频道上播出-五分之一的芬兰人 (100万) 24/7现实慢电视观看了腰带。-我们通过竞选活动覆盖了超过一半的芬兰人 (3,5)。-在live feed中其他民族杂货的30 000多条评论。-总预算只有45 000 €-竞选活动引发了两篇关于媒体消费的学术论文 执行 竞选活动的促销活动始于 “腰带24/7” 播出前一周的公关活动。Prisma和Sub (芬兰电视频道) 发布了有关新的真人秀慢速电视节目的PR信，该节目将在收银员的指导下全天候拍摄单个传送带。Media将Belt 24/7的想法视为真正的慢速电视节目，这使我们在所有主要出版物中都获得了媒体报道，并通过收入媒体吸引了芬兰人。为了建立Belt 24/7作为电视节目的信誉，我们创建了经典的电视节目预告片，并在一周的节目直播中播出。腰带24/7在Prisma的Facebook提要上播出。Facebook直播了一条传送带的视频，未经编辑，无脚本的全天候直播。直播的最后3个小时在午夜在国家电视台直播。包括媒体，计划，材料和制作在内的总预算仅为45000欧元。 CampaignDescription 该活动的创意是创建一个真人秀慢电视节目。这个想法是全天候拍摄一条不间断的Prisma传送带，以从字面上证明Prisma是24/7开放的。简而言之: 我们直播了杂货。这个创造性的想法伴随着偷窥狂，芬兰人需要获得15分钟的成名。这两个结合了在Facebook上实时发表评论的可能性，以及在Facebook和芬兰电视台上推出电视节目内容的战略举措，是非常成功的竞选活动的主要因素。导读: 皮带24/7。实况转播的慢速电视节目，全天候跟踪Prisma结帐处传送带上的事件。

        The Belt 24/7

        案例简介：Synopsis Prisma (the largest hypermarket chain in Finland) was in the process of changing its opening hours from 7-23 to 24/7 in selected stores. Prisma is the only hypermarket in Finland with this long opening hours, giving Prisma competitive advantage over other similar stores and chains. The objective of this campaign was to communicate the change in the opening hours utilising an engaging and surprising mechanism. This was executed before the Finnish summer vacation season, which traditionally is full of grocery advertising. The Finnish summer vacation season starts with Midsummer, which is one of the biggest spikes for grocery sales. To cut through the clutter we needed to rethink how retail brands communicate to consumers. The goal of the campaign was to make sure that everyone in Finland knew the extended opening hours and by that gain more footfall and increase sales in short and long term. Strategy Finns crave slow lifestyle. In the summertime they escape the hectic cities to their countryside cabins. When hypermarket Prisma wanted to announce their 24/7 opening hours on the brink of summer, we decided to do it the slow way. The most important strategic solution was to launch The Belt 24/7 as a TV show instead of just Facebook Live content. This way we managed to lure in the newspapers with hard to believe TV show concept and used their need to publish clickbate news in our advance. We gained the interest of all Finnish media outlets and got covered in all the major publications in Finland. We also publicly told that there will be no editing, no scripting and trusted that voyeurism and Finns hunger for the 15 minutes of fame would play on our advance in terms of interesting content. And we were not wrong. Relevancy The Belt 24/7, a reality slow TV show featuring conveyer belt. The show ran around the clock, uncut, unedited and unscripted on Facebook Live and on Finnish national TV to promote the new 24/7 opening hours of a hypermarket chain called Prisma. The Belt 24/7 was one of the most talked about events in Finland during summer 2017. One out of five Finns (1 Million) watched the live stream. We created entertaining and engaging content of single conveyer belt in Prisma hypermarket with extremely effective media strategy and showcasing only groceries. Outcome -Sales went up +65% in short term and +12% in long term. -FMCG brands used The Belt 24/7 as real time marketing platform by showcasing their products -Value of earned media was 1,26 Million € -Campaign was featured by all major Finnish news outlets before and after the campaign -The Belt 24/7 was the most watched linear TV show during the summer 2017 and most watched Facebook Live stream in Finland -Content was viewed 27 mins on average -Ministery of foreign affairs wanted to do a second episode of The Belt 24/7 and air it on Finland's official Facebook channel -One in five Finns (1 Million) watched the Belt 24/7 reality slow TV. -We reached over half of Finns with the campaign (3,5 Million). -Over 30 000 comments of other peoples groceries in live feed. -Total budget only 45 000 € -Campaign sparked two academic thesis about media consumption Execution The campaign promotion started with a PR launch a week before The Belt 24/7 was aired. Prisma and Sub (Finnish TV-channel) released PR letter about a new live reality slow TV show that will film single conveyer belt around the clock directed by the cashiers. Media bought the idea of The Belt 24/7 as genuine slow TV show which lead us gaining media coverage in all major publications and reaching Finns with earned media. To build credibility for The Belt 24/7 as a TV-show we created classic TV-show trailers and aired them during the week show went live. The Belt 24/7 was aired on Prisma's Facebook feed. Facebook Live video of a single conveyer belt, unedited, unscripted aired live around the clock. The final 3hours of the live stream was aired live on the National TV at midnight. The total budget including media, planning, material and production was only 45000€. CampaignDescription The creative idea of the campaign was to create a live reality slow TV show. The idea was to film a conveyer belt of Prisma, nonstop, around the clock to literally demonstrate that Prisma is open 24/7. In short: We live-streamed groceries. The creative idea toyed around with voyeurism and the Finns need to get their 15 minutes of fame. These two combined with a possibility to comment real time on Facebook, and the strategic move to launch the content as a TV show on Facebook and the Finnish TV, were the main ingredients of extremely successful campaign. Introducing: The Belt 24/7. A live reality slow TV show that follows the events on a conveyer belt at a Prisma checkout - around the clock.

        皮带24/7

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        The Belt 24/7

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        广告公司： S-GROUP (芬兰 赫尔辛基) 制作公司： CRAFT FINLAND , SOURCE CREATIVE

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