'SMARTY/not SMARTY' Launch Campaign|短视频,活动|广告营销案例【ADGuider广告指南】

“聪明/不聪明” 启动活动

案例简介：SMARTY 首次与 Wieden + Kennedy London 合作开展广告活动伦敦，2018年4月5日: SMARTY，一个全新的简单而诚实的 SIM 专用移动网络，正在发起由 Wieden + Kennedy London 创建的首次广告活动。 4月6日推出的 “聪明/不聪明” 电视、广播和社交活动开玩笑地说明了生活中有聪明和不太聪明的选择。使用由艺术和嫁接制作的迷人的 3D 动画故事，在日常场景中播放，机智的斑点突出了该品牌的杀手 USP -- 为未使用的数据退款。移动虚拟网络运营商 SMARTY，运行在三个网络上，于 2017年推出。SMARTY 为客户提供最低合同、无限制的英国标准电话和短信，以及下个月未使用数据的账单折扣。 SMARTY 总经理艾琳 · 麦克林说: “'在我们去年成功推出测试版后，我们非常兴奋地通过我们的第一次广告活动向更广阔的世界推出 SMARTY。它将在电视、广播和社交媒体上播放，旨在进一步将品牌意识扩大到更广泛的受众，并最终传达我们不同的移动方式。今年，我们为 SMARTY 制定了更激动人心的计划，并期待着听到消费者对这第一场活动的反馈。" Wieden + Kennedy London 创意总监 Hollie Walker 和 Kit Dayaram 说: “当你把它归结起来时，生活中有两个选择。聪明的，而不是那么聪明的。当谈到选择移动网络时，也没有什么不同。通过有趣的 3D 动画，我们看到一系列角色试图在他们的余生中添加一些 SMARTY 简单而公平的逻辑。斑点感觉聪明和轻松，就像聪明一样。"

“聪明/不聪明” 启动活动

案例简介：SMARTY launches first ever advertising campaign with Wieden+Kennedy London London, April 5 2018: SMARTY, a brand new simple and honest SIM-only mobile network, is launching its first ever advertising campaign, created by Wieden+Kennedy London. The ‘SMARTY/not SMARTY’ TV, radio and social campaign, which launches on April 6, playfully illustrates that there are SMARTY and not so SMARTY choices in life. Using charming 3D animated storytelling, produced by Art & Graft, played out in everyday scenarios, the witty spots highlight the brand’s killer USP - money back for unused data. Mobile virtual network operator SMARTY, running on the Three network, launched in 2017. SMARTY offers its customers no minimum contract, unlimited UK standard calls and texts and a discount on the next month’s bill for any unused data. Elin McLean, General Manager at SMARTY, said: “‘Following our successful beta launch last year, we’re really excited to launch SMARTY to the wider world with our very first advertising campaign. It will play out across TV, radio and social and aims to further expand awareness of the brand to a wider audience and ultimately communicate our different approach to mobile. We have further exciting plans in the pipeline this year for SMARTY and are looking forward to hearing consumer feedback on this first campaign.” Hollie Walker and Kit Dayaram, Creative Directors, Wieden+Kennedy London, said: "When you boil it down, there are two choices in life. SMARTY ones, and not so SMARTY ones. And when it comes to choosing a mobile network it’s no different. Through playful 3D animation, we see a range of characters attempting to add a bit of SMARTY's simple and fair logic to the rest of their lives. The spots feel clever and effortless, just like being on SMARTY."