Slide, Amazing in Motion|短视频|广告营销案例【ADGuider广告指南】

幻灯片，惊人的运动

案例简介：摘要: 雷克萨斯品牌长期以来因其奢华的信誉、质量和服务而备受推崇。然而，它并不以富有想象力、令人兴奋或酷而闻名。所以挑战是与新的年轻观众联系，让他们对这个品牌感到兴奋。然而，它想吸引的进步奢侈品观众并没有听雷克萨斯的声音，雷克萨斯的数量超过了德国豪华汽车品牌。为了与观众保持联系，雷克萨斯需要做一些事情来超越竞争对手。答案是受雷克萨斯总工程师田桥春彦的话的启发 -- “没有不可能的事情，只是想知道如何做”。我们创造了一个真实的、可驾驶的气垫船，并在两个月的时间里通过各种社交和媒体渠道分享了我们取得的进步。从一开始，这个项目就被设计成具有数字传染性 -- 所以它会像野火一样在社交媒体上传播，影响影响者，这意味着全球报道将成为这场运动的燃料。对细节的细致关注被用来为这个项目规划两个月的叙述。开发了许多不同的视频和公关里程碑，以在正确的时间吸引世界媒体和关键影响者。在不到 24 小时的时间里，这场运动产生了超过 10000万的印象，产生了超过 1100万的浏览量，# LexusHover 在推特和 Facebook 上流行起来。来自英国广播公司、美国有线电视新闻网、今日美国、美国广播公司世界新闻的主流媒体发表了关于该活动的社论，CNBC 在他们的频道上直播了对一名营销专家的采访, 预示着这部取笑电影是一部 “雷克萨斯的营销灌篮”。8月5日，当整个竞选活动破裂时，国际报道在网上激增 -- 路透社、赫芬顿邮报、英国广播公司、连线、彭博、福布斯、华尔街日报、 E! 在线、 TMZ 、福克斯新闻等等，都在写和发关于这场运动的推特。Fast Company 甚至发布了一篇电影采访，采访中有两名技术编辑质疑你是否是雷克萨斯的竞争对手，接下来你会做什么？总的来说，雷克萨斯 Hoverboard 运动创造了超过 56 亿美元的同等媒体价值，推动了全球超过 3300 万次的浏览和超过 17亿次的印象。全球 97.5% 的当地市场已经通过公关和拥有的社交媒体渠道在网上启动了这项活动。40% 的网络流量驱动到雷克萨斯网站是气垫船相关活动。雷克萨斯 Hoverboard 目前是该品牌最成功的在线活动，to-date.As 全球 “品牌内容” 的数量继续呈指数级增长，越来越需要一些特别的东西才能脱颖而出。雷克萨斯需要讲述贯穿其品牌的想象力、独创性和创造力的故事。他们需要以一种会传染的方式讲述这个故事，世界的媒体、数字影响者和公众成为传播者，而不是为媒体计划付费。为了应对这一挑战，我们与雷克萨斯一起构思、开发和创造了最近流行文化的标志性产品之一 -- 气垫船。真的。展示他们的设计和工程证书，但最重要的是也展示了他们纯粹的想象力，这个项目席卷了世界。这个独特的项目激发了一系列来自科技、设计、电影、汽车、生活方式等领域的国际观众，纯粹是因为这个想法的力量，产生了数千万英镑的报道, 而不是媒体预算的规模。

幻灯片，惊人的运动

案例简介：SUMMARY : The Lexus brand has been long admired for its luxury credentials, quality and service. However, it is not known for being imaginative, exciting or cool. So the challenge was to connect with a new, younger audience and get them excited about the brand. However, the progressive luxury audience that it wanted to engage was not listening to Lexus, which was outnumbered and outspent by the German luxury automotive brands. To connect with its audience Lexus needed to do something to out-smart its competitors. The answer was inspired by the words of Lexus Chief Engineer Haruhiko Tanahashi – “There is no such thing as impossible, it’s just a matter of figuring out how”. We created a real, rideable Hoverboard and shared the progress we made through a variety of social and media channels over a two month period. From the very beginning, the project was designed to be digitally contagious – so it would spread like wildfire across social media and influence the influencers, meaning global coverage would become the fuel for the campaign. Meticulous attention to detail was spent planning the two-month narrative for the project. A number of different videos and PR milestones were developed to engage the world’s media and key influencers at the right time.In under 24 hours, the campaign drove more than 100million+ impressions, generated over 11million+ views and #LexusHover was trending on Twitter and Facebook. Mainstream media from BBC, CNN, USA Today, ABC World News published editorial on the campaign, and CNBC live-broadcast an interview with a marketing expert on their channel, heralding the tease film a “marketing slam-dunk by Lexus”. On 5th August when the full campaign broke, international coverage exploded online – Reuters, Huffington Post, BBC, Wired, Bloomberg, Forbes, Wall Street Journal, E!Online, TMZ, Fox News and many more, were all writing and tweeting about the campaign. Fast Company even released a filmed interview piece with two of their tech editors questioning if you are a Lexus competitor what do you do next? In total, the Lexus Hoverboard campaign has generated over US$56milllion in equivalent media value, driven more than 33+million views worldwide and over 1.7billion impressions. 97.5% of the local markets worldwide have activated the campaign online via PR and owned social media channels. 40% of web traffic driven to the Lexus site was Hoverboard related activity. The Lexus Hoverboard is currently the brand’s most successful online campaign to-date.As the volume of global ‘branded content’ continues to grow exponentially, increasingly it takes something special to stand out. Lexus needed to tell the story of the imagination, ingenuity and creativity that runs through their brand. They needed to tell that story in a way that would be digitally contagious, where the world¹s press, digital influencers, and the public at large became the communicators, rather than paid for media plan. To answer this challenge, together with Lexus we conceived, developed and created one of the iconic products of recent popular culture, the Hoverboard. For real. Showcasing their design and engineering credentials, but crucially also showing their pure imagination, the project took the world by storm. The unique project inspired a range of international audiences from tech, design, film, motoring, lifestyle and beyond, generating tens of millions of pounds of coverage purely by the strength of the idea, not the size of the media budget.