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DM50
案例简介：描述活动/条目: 马滕斯博士 50 周年提出了一个独特的挑战。作为一个定义了个性和非顺从的品牌，挑战是以可信、相关和创造性的方式庆祝这个重要的生日, 使用一种对品牌来说非常真实和自然的策略。通过将原创内容与访问和宣传相结合，并推动传统和非传统媒体渠道，曝光能够加强马滕斯博士在市场中的地位，并预示着它与音乐和青年的联系。这场全球运动植根于音乐和亚文化，是反叛的同义词，它重振了核心消费者，挑战了目前对品牌和产品的看法，并确保了与马滕斯博士的新倡导者的相关性。通过利用新人才的创造力和独创性，让他们以自己的方式重新诠释邪教经典，我们获得了一个独特而强大的网络, 在轨道被实际记录之前有效地传播这个词。与有影响力的人和博客作者的互动提供了超越 “时尚” 敏感性的内容，马滕斯博士可以在这些内容中推动重新评估，同时推动可信的音乐协会。视频和静物摄影通过穿着新的马滕斯博士系列的天才传达了这些标志性的音乐合作伙伴作为品牌的倡导者。 描述客户的简报: 在一个拥挤的媒体环境中，我们创建并执行了一场强有力的运动，通过所有的渠道来提高品牌的知名度，并增加网站的销售额和点击率。通过利用马滕斯博士在音乐方面的传统，我们能够招募下一代品牌倡导者，同时尊重现有的粉丝群。与此同时，我们通过适当的信息细分媒体，以确保整个活动的积极和标题驱动。 战略: 我们委托十名来自世界各地各种音乐流派的当代音乐家重新诠释马氏博士 50 年历史中的十首邪教经典曲目。来自不同背景的有影响力的电影导演被招募来将曲目转化为视频，结果是一系列作品展示了与青年文化的联系, 庆祝马氏博士的遗产，展示一系列新产品的风格。这一内容得到了一部记录艺术家整个过程的亲密纪录片的支持，以及一系列引人入胜的媒体和交流工具，在活动前后进行了报道。所有这些资产的结合使我们能够推动以创新和文化为中心的伙伴关系，使周年纪念信息和征兵活动栩栩如生，以推动网站点击和销售。 执行: -主办倡导建筑晚宴 (伦敦、纽约)。嘉宾，包括文化评论员、媒体和贵宾，引发了辩论和独特的 “第一编辑” 内容预览。-时尚博客访问了北安普顿的马滕斯博士工厂。每个人都获得了丰富的活动内容，以创建自己的个人 50 周年故事，推动评论和观察。-为媒体和主要利益相关者独家放映曲目和视频-人才采访和录音会议的幕后访问和视频拍摄推动了独家媒体。-限量版 1460 开机零售影院售价 14 英镑。 60 岁, 在 Covent Garden 的街区周围排队 -- 纽约开幕式上定制的窗户给零售增添了噪音和炒作 -- 关键名人的产品布局让英国大使馆的大使节目 -- 新闻招待会 (东京),由 Funck 和 Martens 家族 (DMs 创始人) 和 griggs 家族 (制造商) 的成员主持。其次是音乐事件 (壮举。DJ Don Letts) 为媒体、零售商、影响者和名人嘉宾服务。 情况: 在过去的五十年里，马滕斯博士拥有成为众多音乐家选择的品牌的难得特权。挑战是利用各种公关渠道，在个人和创造性定位中建立这种特权 (历史上从未销售过)。通过提供可信的内容，与品牌及其产品建立真正的合作伙伴关系，它让马滕斯博士和音乐之间的文化联系继续可信和真实。 结果: 47% 的英国成年人被关键信息击中 (来源 Metrica)，超过 320 个品牌的报道被传递，72% 是阳性的。这些包括《独立报》、《观察家》杂志、《冲突》、《观念》、《金融时报》、《纽约时报》杂志中的 DPS 功能，以及观看 180,000 街 1 号采访的总机会。美国 12 人和英国 16 人参加了 900万多次影响者晚宴。21 人参加了博客早餐，40 人参加了预览放映 -- 媒体, 观点形成者和影响者 160万次点击该网站，76,779 次下载曲目 840,000 次在 YouTube 上观看，300 对 1460 在 2 小时内售罄Tomers 上午7点开始排队，全球销售额增长 30%
DM50
案例简介：Describe the campaign/entry: Dr. Martens 50th anniversary posed a unique challenge. As a brand, which defines individuality and non-conformism, the challenge was to celebrate this significant birthday in a credible, relevant and creative manner, using a strategy which felt very real and natural for the brand. By mixing original creative content with access and advocacy, and driving traditional and non-traditional media channels, exposure was able to reinforce Dr. Martens position in the market and herald its connection with music and youth. The global campaign was rooted in music and subcultures, synonymous with rebellion, which reinvigorated core consumers, challenged current perceptions about the brand and the product, and ensured relevancy to new advocates of Dr. Martens. By harnessing the creativity and originality of new talent and letting them re-interpret cult classics in their own way, we accessed a unique and powerful network, effectively spreading the word before the tracks were actually recorded. The interaction with influencers and bloggers provided content, beyond a ‘fashion’ sensibility, where Dr. Martens could drive reappraisal and, at the same time, drive a credible music association. The videos and still-life photography communicated these iconic music partners as advocates of the brand via the talent wearing the new Dr. Martens collection. Describe the brief from the client: In a crowded media landscape, we created and executed a powerful campaign to cut through all outlets to deliver recognition for the brand and upweight its sales and hits for the website. By leveraging Dr. Martens heritage in music, we were able to recruit the next generation of brand advocates whilst paying respect to the existing fan base. At the same time, we segmented media with appropriate messaging to ensure a positive and headline driving take on the whole campaign. The Strategy: We commissioned ten contemporary musicians, from a variety of genres of music around the world, to reinterpret ten cult classic tracks from Dr. Martens’ 50-year history. Influential film directors from diverse backgrounds were recruited to transform the tracks into videos and the result was a body of work that illustrated the link to youth culture, whilst celebrating Dr. Martens’ heritage and showcasing the range of new product styles. This content was supported by an intimate documentary capturing the artists throughout the process, and a series of engaging media and communication tools, delivered pre and post campaign coverage. A combination of all these assets allowed us to drive innovative and culturally focused partnerships to bring to life the anniversary messaging and an enlistment campaign to drive website hits and sales. Execution: - Hosted advocacy building dinners (London, New York). Guests, including cultural commentators, media and VIPs, ignited debate and unique ‘first edit’ content previews. - Fashion bloggers visited Dr. Martens factory, Northampton. Each was provided with rich campaign content to create their own personal 50th anniversary stories, drive comment and observation. - Exclusive premier screenings of tracks and videos for media and key stakeholders - Talent interviews and behind-the-scenes access at recording sessions and video shoots drove exclusive media. - Retail theatre of limited edition 1460 boot sold for £14.60, created queues around the block in Covent Garden - Customized windows in New York’s Opening Ceremony added noise and hype to retail - Product placement of key celebrities brought to life ambassador programme - Press reception at British Embassy (Tokyo), hosted by members of Funck and Martens families (DMs founders) and Griggs’ family (Manufacturers). Followed by music event (feat. DJ Don Letts) for media, retailers, influencers and celebrity guests. The Situation: Dr. Martens has the rare privilege of being a brand self selected by numerous musicians throughout the last five decades. The challenge was to build on this privilege (historically never marketed) in an individual and creative positioning, utilizing a variety of PR channels. By delivering credible content, in a genuine partnership with the brand and its products, it allowed the cultural connection between Dr. Martens and music to continue to be believable and authentic. Results: 47% of UK adults were hit with the key messages (source Metrica) Over 320 branded pieces of coverage were delivered, 72% positive. These included DPS features in The Independent, The Observer Magazine, Clash, Notion, Financial Times, New York Times, New York Magazine and Interview Total opportunities to see 180,000,00 AVE £1.9million + Influencer dinners attended by 12 people in the US and 16 in the UK. Bloggers breakfast attended by 21 and the preview screenings by 40 people – media, opinion formers & influencers 1.6 million hits to the website with 76,779 downloads of tracks 840,000 views on YouTube 300 pairs of 1460s sold out in 2 hours, after customers started queuing at 7am Sales grew by 30% globally
DM50
案例简介：描述活动/条目: 马滕斯博士 50 周年提出了一个独特的挑战。作为一个定义了个性和非顺从的品牌，挑战是以可信、相关和创造性的方式庆祝这个重要的生日, 使用一种对品牌来说非常真实和自然的策略。通过将原创内容与访问和宣传相结合，并推动传统和非传统媒体渠道，曝光能够加强马滕斯博士在市场中的地位，并预示着它与音乐和青年的联系。这场全球运动植根于音乐和亚文化，是反叛的同义词，它重振了核心消费者，挑战了目前对品牌和产品的看法，并确保了与马滕斯博士的新倡导者的相关性。通过利用新人才的创造力和独创性，让他们以自己的方式重新诠释邪教经典，我们获得了一个独特而强大的网络, 在轨道被实际记录之前有效地传播这个词。与有影响力的人和博客作者的互动提供了超越 “时尚” 敏感性的内容，马滕斯博士可以在这些内容中推动重新评估，同时推动可信的音乐协会。视频和静物摄影通过穿着新的马滕斯博士系列的天才传达了这些标志性的音乐合作伙伴作为品牌的倡导者。 描述客户的简报: 在一个拥挤的媒体环境中，我们创建并执行了一场强有力的运动，通过所有的渠道来提高品牌的知名度，并增加网站的销售额和点击率。通过利用马滕斯博士在音乐方面的传统，我们能够招募下一代品牌倡导者，同时尊重现有的粉丝群。与此同时，我们通过适当的信息细分媒体，以确保整个活动的积极和标题驱动。 战略: 我们委托十名来自世界各地各种音乐流派的当代音乐家重新诠释马氏博士 50 年历史中的十首邪教经典曲目。来自不同背景的有影响力的电影导演被招募来将曲目转化为视频，结果是一系列作品展示了与青年文化的联系, 庆祝马氏博士的遗产，展示一系列新产品的风格。这一内容得到了一部记录艺术家整个过程的亲密纪录片的支持，以及一系列引人入胜的媒体和交流工具，在活动前后进行了报道。所有这些资产的结合使我们能够推动以创新和文化为中心的伙伴关系，使周年纪念信息和征兵活动栩栩如生，以推动网站点击和销售。 执行: -主办倡导建筑晚宴 (伦敦、纽约)。嘉宾，包括文化评论员、媒体和贵宾，引发了辩论和独特的 “第一编辑” 内容预览。-时尚博客访问了北安普顿的马滕斯博士工厂。每个人都获得了丰富的活动内容，以创建自己的个人 50 周年故事，推动评论和观察。-为媒体和主要利益相关者独家放映曲目和视频-人才采访和录音会议的幕后访问和视频拍摄推动了独家媒体。-限量版 1460 开机零售影院售价 14 英镑。 60 岁, 在 Covent Garden 的街区周围排队 -- 纽约开幕式上定制的窗户给零售增添了噪音和炒作 -- 关键名人的产品布局让英国大使馆的大使节目 -- 新闻招待会 (东京),由 Funck 和 Martens 家族 (DMs 创始人) 和 griggs 家族 (制造商) 的成员主持。其次是音乐事件 (壮举。DJ Don Letts) 为媒体、零售商、影响者和名人嘉宾服务。 情况: 在过去的五十年里，马滕斯博士拥有成为众多音乐家选择的品牌的难得特权。挑战是利用各种公关渠道，在个人和创造性定位中建立这种特权 (历史上从未销售过)。通过提供可信的内容，与品牌及其产品建立真正的合作伙伴关系，它让马滕斯博士和音乐之间的文化联系继续可信和真实。 结果: 47% 的英国成年人被关键信息击中 (来源 Metrica)，超过 320 个品牌的报道被传递，72% 是阳性的。这些包括《独立报》、《观察家》杂志、《冲突》、《观念》、《金融时报》、《纽约时报》杂志中的 DPS 功能，以及观看 180,000 街 1 号采访的总机会。美国 12 人和英国 16 人参加了 900万多次影响者晚宴。21 人参加了博客早餐，40 人参加了预览放映 -- 媒体, 观点形成者和影响者 160万次点击该网站，76,779 次下载曲目 840,000 次在 YouTube 上观看，300 对 1460 在 2 小时内售罄Tomers 上午7点开始排队，全球销售额增长 30%
DM50
案例简介：Describe the campaign/entry: Dr. Martens 50th anniversary posed a unique challenge. As a brand, which defines individuality and non-conformism, the challenge was to celebrate this significant birthday in a credible, relevant and creative manner, using a strategy which felt very real and natural for the brand. By mixing original creative content with access and advocacy, and driving traditional and non-traditional media channels, exposure was able to reinforce Dr. Martens position in the market and herald its connection with music and youth. The global campaign was rooted in music and subcultures, synonymous with rebellion, which reinvigorated core consumers, challenged current perceptions about the brand and the product, and ensured relevancy to new advocates of Dr. Martens. By harnessing the creativity and originality of new talent and letting them re-interpret cult classics in their own way, we accessed a unique and powerful network, effectively spreading the word before the tracks were actually recorded. The interaction with influencers and bloggers provided content, beyond a ‘fashion’ sensibility, where Dr. Martens could drive reappraisal and, at the same time, drive a credible music association. The videos and still-life photography communicated these iconic music partners as advocates of the brand via the talent wearing the new Dr. Martens collection. Describe the brief from the client: In a crowded media landscape, we created and executed a powerful campaign to cut through all outlets to deliver recognition for the brand and upweight its sales and hits for the website. By leveraging Dr. Martens heritage in music, we were able to recruit the next generation of brand advocates whilst paying respect to the existing fan base. At the same time, we segmented media with appropriate messaging to ensure a positive and headline driving take on the whole campaign. The Strategy: We commissioned ten contemporary musicians, from a variety of genres of music around the world, to reinterpret ten cult classic tracks from Dr. Martens’ 50-year history. Influential film directors from diverse backgrounds were recruited to transform the tracks into videos and the result was a body of work that illustrated the link to youth culture, whilst celebrating Dr. Martens’ heritage and showcasing the range of new product styles. This content was supported by an intimate documentary capturing the artists throughout the process, and a series of engaging media and communication tools, delivered pre and post campaign coverage. A combination of all these assets allowed us to drive innovative and culturally focused partnerships to bring to life the anniversary messaging and an enlistment campaign to drive website hits and sales. Execution: - Hosted advocacy building dinners (London, New York). Guests, including cultural commentators, media and VIPs, ignited debate and unique ‘first edit’ content previews. - Fashion bloggers visited Dr. Martens factory, Northampton. Each was provided with rich campaign content to create their own personal 50th anniversary stories, drive comment and observation. - Exclusive premier screenings of tracks and videos for media and key stakeholders - Talent interviews and behind-the-scenes access at recording sessions and video shoots drove exclusive media. - Retail theatre of limited edition 1460 boot sold for £14.60, created queues around the block in Covent Garden - Customized windows in New York’s Opening Ceremony added noise and hype to retail - Product placement of key celebrities brought to life ambassador programme - Press reception at British Embassy (Tokyo), hosted by members of Funck and Martens families (DMs founders) and Griggs’ family (Manufacturers). Followed by music event (feat. DJ Don Letts) for media, retailers, influencers and celebrity guests. The Situation: Dr. Martens has the rare privilege of being a brand self selected by numerous musicians throughout the last five decades. The challenge was to build on this privilege (historically never marketed) in an individual and creative positioning, utilizing a variety of PR channels. By delivering credible content, in a genuine partnership with the brand and its products, it allowed the cultural connection between Dr. Martens and music to continue to be believable and authentic. Results: 47% of UK adults were hit with the key messages (source Metrica) Over 320 branded pieces of coverage were delivered, 72% positive. These included DPS features in The Independent, The Observer Magazine, Clash, Notion, Financial Times, New York Times, New York Magazine and Interview Total opportunities to see 180,000,00 AVE £1.9million + Influencer dinners attended by 12 people in the US and 16 in the UK. Bloggers breakfast attended by 21 and the preview screenings by 40 people – media, opinion formers & influencers 1.6 million hits to the website with 76,779 downloads of tracks 840,000 views on YouTube 300 pairs of 1460s sold out in 2 hours, after customers started queuing at 7am Sales grew by 30% globally
DM50
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DM50
暂无简介
基本信息
- 广告战役： #Dr. Martens-推广与活动-35a2#
- 广告品牌： Dr. Martens
- 发布日期： 2000
- 行业领域： 服装配饰 , 穿着/装扮
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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