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狩猎开始了
案例简介:为什么这项工作与媒体相关? 奶油蛋的 “狩猎季节” 已经是第三年了,但是预算持平,复活节季节更长,没有新的消息,我们需要重新发明这个游戏。我们在其他品牌的广告中创造了第一次复活节彩蛋狩猎,把奶油彩蛋藏在你最意想不到的地方。解决我们客户的挑战,同时解决一个关键的行业问题,我们让消费者再次停止、搜索和搜索广告。凭借多媒体生态系统和图像识别技术,我们建立了英国最大的寻蛋活动,收到了 635,000 多个参赛作品,销售额增加了 45% 比 2018。 背景 吉百利彩蛋 (Cadbury Creme Egg) 是一个老牌品牌,在复活节排名第一,知名度 91%。该产品仅在一年中的五个月内唯一可用,并且由其稀缺性驱动。奶油鸡蛋狩猎季节活动已经进入第三年,在 2018 年,我们看到了与白奶油鸡蛋的成功公关活动,但对于 2019,我们需要让更多的消费者参与进来。我们需要创造一个钩子来满足年轻观众对新新闻的渴望,同时吸引和吸引新消费者。因此,我们开始重塑现有的活动,超越我们的类别规范。我们的目标是为复活节 2019 创造全国性的狂热,这是巧克力品牌以前从未做过的。 描述创意/见解 (30% 的选票) 吉百利的奶油蛋在全国都很受欢迎,但是我们的靶心观众是传统上难以接触到的 16-34 岁的人,他们正在远离传统媒体,倾向于跳过和屏蔽广告。我们的见解是,这种年轻的人群享有丰富和互利的品牌体验,因此,我们建立了一种吸引这种行为的激活。我们为消费者创造了一个罕见的鸡蛋,白色奶油蛋,将它们隐藏在零售商以及一系列媒体平台和渠道中。 描述策略 (20% 的选票) 我们的策略是利用粉丝对产品的热爱,并将其与稀缺性相结合,以推动购买的可取性和紧迫性。通过在其他品牌广告中隐藏有限数量的白色奶油蛋,我们创造了一个全国性的狂热,建立在我们的粉丝对核心产品的热爱和吸引新用户的基础上。我们把鸡蛋藏在各种各样的地方,包括与 12 个领先品牌合作,在他们的广告中隐藏我们美味、黏糊糊的好东西。在我们的媒体策略中,我们在 1 月份分阶段开展活动,以初步建立对狩猎的认识和理解,2 月份我们引入了沟通,使他们能够直接参与进来。这一关键的后一阶段被播种在社交、数字、户外和印刷领域,确保整个媒体生态系统的接触点。确保我们传达紧急情况,我们用品牌实时饲料倒计时来补充狩猎,还剩下多少鸡蛋! 描述执行情况 (20% 的选票) 我们把鸡蛋藏在一系列的地方,并用奶油蛋信息标记它们。消费者需要找到他们,拍照并上传到HuntTheWhiteCremeEgg.com。在那里,他们可以用数字打开它,发现他们是否赢得了一个罕见的白奶油蛋 -- 或者甚至赢得了 10,000 英镑!我们有两个阶段: 1.狩猎季节回归的意识 2.参与狩猎。 我们在高脚步声位置使用了一系列大格式站点,包括有影响力的 16 面板强滑铁卢统治站点。在媒体上,我们与Metro和Time Out合作,在内容和品牌广告中隐藏鸡蛋。在里面,我们指出他们是在用鸡蛋对页面进行 “警告” 还是 “寒冷”。为了提高紧迫性,我们利用零售商外部的销售点面板,使用实时海报技术来倒计时该地区剩下的天数和鸡蛋数量。 列出结果 (30% 的选票) 我们改变了游戏的传统的复活节彩蛋,超越了巧克力,与主要合作伙伴 (如Google,联合利华 (Unilever) 路易威登和狮门娱乐在三个月内创造了超过 635,000 个参赛作品的全国性狂热。 我们与其他 12 个广告商建立了独特的合作关系,为他们提供免费的广告空间,以换取隐藏我们的鸡蛋。作为回报,我们的活动证明对我们的合作伙伴是有益的,他们的广告停留时间增加了 10 倍。一些合作伙伴,比如Benefit,不仅仅把我们的鸡蛋放在他们的广告里,还把它们嵌入到他们自己的网站上 -- 推动了 100,000 多个条目。 我们成功地让消费者停止跳过并开始搜索: 通过 44% 的比率获得视图,而YouTube上的基准值为 10-15%。我们的活动使奶油鸡蛋的销售额增加了 45%,而不是 2018,对于一个已经在复活节排名第一的品牌来说,这是前所未有的增长率。
狩猎开始了
案例简介:Why is this work relevant for Media? Creme Egg's 'Hunting Season' was in its third year but with a flat budget, longer Easter season and no new news we needed to reinvent the game. We created a first of its kind Easter Egg Hunt hiding Creme Eggs where you would least expect to find them - in other brands adverts. Solving our client's challenge and simultaneously addressing a key industry problem, we made consumers stop, search and scour ads again. With a multi-media ecosystem and image recognition technology, we built the UK’s biggest Egg Hunt, receiving over 635,000 entries and increasing sales by 45% vs 2018. Background Cadbury Creme Egg is an established brand and #1 at Easter with 91% awareness. The product is uniquely only available for five months of the year and is driven by its scarcity. The Creme Egg Hunting Season campaign was in its third year, in 2018 we had seen successful PR engagement with the White Creme egg, but for 2019 we needed to get more consumers involved. We needed to create a hook to satisfy our younger audiences thirst for new news while also attracting and engaging new consumers with the brand. So, we set out to reinvent an existing campaign and going beyond our category norms. Our aim was to create a national frenzy for Easter 2019, in a way no chocolate brand has done before. Describe the creative idea/insights (30% of vote) Cadbury’s Creme Egg is loved across the nation, but our bullseye audience is the traditionally hard-to-reach 16-34-year-olds, who are moving away from traditional media and have a tendency to skip and block ads. Our insight was that this younger demographic enjoys rich and mutually beneficial brand experiences, so, we built an activation that appealed to this behaviour. We created a rare egg for consumers to hunt for, the White Creme Egg, hiding them both physically in retailers as well as across a range of media platforms and channels. Describe the strategy (20% of vote) Our strategy was to harness fans’ love for the product and combine that with scarcity, to drive desirability and urgency to purchase. By hiding a limited number of White Creme Eggs in other brands adverts we created a nation-wide frenzy building on our fans love of the core product and appealing to new users. We hid our eggs in a range of locations, including partnering with 12 leading brands to hide our delicious, gooey goodies in their advertisements. In our media strategy we phased our campaign to initially build awareness and comprehension of the hunt in January, and February we introduced communications that enabled them to directly get involved. This crucial latter stage was seeded across social, digital, outdoor and print ensuring touchpoints across the whole media ecosystem. Ensuring we were communicating urgency we complemented the hunt with branded Live feed countdown of how many eggs were left to find! Describe the execution (20% of vote) We hid eggs in a range of locations and contextually signposted them with Creme Egg messaging. Consumers needed to find them, take a picture and upload to HuntTheWhiteCremeEgg.com. There they could digitally unwrap it to discover whether they had won a rare White Creme Egg – or even win up to £10,000! We had two phases: 1. awareness that hunting season was back 2. engagement in the hunt. We utilised a range of large format sites in high-footfall locations including the impactful 16-panel strong Waterloo Domination site. In Press, we partnered with Metro and Time Out hiding eggs both within content and brand ads. Inside we indicated whether they were getting ‘warmer’ or ‘colder’ to the page with the egg. To drive urgency, we utilised point-of-sale panels outside retailers, using Live Poster technology to countdown the days left and the number of eggs left to find in that region. List the results (30% of vote) We changed the game of the traditional Easter Egg Hunt, going beyond the chocolate category, with key partners such as a Google, Unilever, LVMH and Lionsgate creating a national frenzy with over 635,000 entries in three months. We brokered unique partnerships with 12 other advertisers by offering them free ad space in return for hiding our eggs. Our campaign proved beneficial to our partners in return, increasing dwell time on their ads by up to 10 times. Some partners, such as Benefit, went beyond placing our eggs in their ads and embedding them on their own websites – driving over 100,000 entries. We successfully got consumers to stop skipping and start searching: achieving view through rates of 44% versus the benchmarked 10-15% on YouTube. Our activity increased sales of Creme Egg by 45% vs. 2018, an unprecedented growth rate for a brand that is already #1 at Easter.
The Hunt is On
案例简介:为什么这项工作与媒体相关? 奶油蛋的 “狩猎季节” 已经是第三年了,但是预算持平,复活节季节更长,没有新的消息,我们需要重新发明这个游戏。我们在其他品牌的广告中创造了第一次复活节彩蛋狩猎,把奶油彩蛋藏在你最意想不到的地方。解决我们客户的挑战,同时解决一个关键的行业问题,我们让消费者再次停止、搜索和搜索广告。凭借多媒体生态系统和图像识别技术,我们建立了英国最大的寻蛋活动,收到了 635,000 多个参赛作品,销售额增加了 45% 比 2018。 背景 吉百利彩蛋 (Cadbury Creme Egg) 是一个老牌品牌,在复活节排名第一,知名度 91%。该产品仅在一年中的五个月内唯一可用,并且由其稀缺性驱动。奶油鸡蛋狩猎季节活动已经进入第三年,在 2018 年,我们看到了与白奶油鸡蛋的成功公关活动,但对于 2019,我们需要让更多的消费者参与进来。我们需要创造一个钩子来满足年轻观众对新新闻的渴望,同时吸引和吸引新消费者。因此,我们开始重塑现有的活动,超越我们的类别规范。我们的目标是为复活节 2019 创造全国性的狂热,这是巧克力品牌以前从未做过的。 描述创意/见解 (30% 的选票) 吉百利的奶油蛋在全国都很受欢迎,但是我们的靶心观众是传统上难以接触到的 16-34 岁的人,他们正在远离传统媒体,倾向于跳过和屏蔽广告。我们的见解是,这种年轻的人群享有丰富和互利的品牌体验,因此,我们建立了一种吸引这种行为的激活。我们为消费者创造了一个罕见的鸡蛋,白色奶油蛋,将它们隐藏在零售商以及一系列媒体平台和渠道中。 描述策略 (20% 的选票) 我们的策略是利用粉丝对产品的热爱,并将其与稀缺性相结合,以推动购买的可取性和紧迫性。通过在其他品牌广告中隐藏有限数量的白色奶油蛋,我们创造了一个全国性的狂热,建立在我们的粉丝对核心产品的热爱和吸引新用户的基础上。我们把鸡蛋藏在各种各样的地方,包括与 12 个领先品牌合作,在他们的广告中隐藏我们美味、黏糊糊的好东西。在我们的媒体策略中,我们在 1 月份分阶段开展活动,以初步建立对狩猎的认识和理解,2 月份我们引入了沟通,使他们能够直接参与进来。这一关键的后一阶段被播种在社交、数字、户外和印刷领域,确保整个媒体生态系统的接触点。确保我们传达紧急情况,我们用品牌实时饲料倒计时来补充狩猎,还剩下多少鸡蛋! 描述执行情况 (20% 的选票) 我们把鸡蛋藏在一系列的地方,并用奶油蛋信息标记它们。消费者需要找到他们,拍照并上传到HuntTheWhiteCremeEgg.com。在那里,他们可以用数字打开它,发现他们是否赢得了一个罕见的白奶油蛋 -- 或者甚至赢得了 10,000 英镑!我们有两个阶段: 1.狩猎季节回归的意识 2.参与狩猎。 我们在高脚步声位置使用了一系列大格式站点,包括有影响力的 16 面板强滑铁卢统治站点。在媒体上,我们与Metro和Time Out合作,在内容和品牌广告中隐藏鸡蛋。在里面,我们指出他们是在用鸡蛋对页面进行 “警告” 还是 “寒冷”。为了提高紧迫性,我们利用零售商外部的销售点面板,使用实时海报技术来倒计时该地区剩下的天数和鸡蛋数量。 列出结果 (30% 的选票) 我们改变了游戏的传统的复活节彩蛋,超越了巧克力,与主要合作伙伴 (如Google,联合利华 (Unilever) 路易威登和狮门娱乐在三个月内创造了超过 635,000 个参赛作品的全国性狂热。 我们与其他 12 个广告商建立了独特的合作关系,为他们提供免费的广告空间,以换取隐藏我们的鸡蛋。作为回报,我们的活动证明对我们的合作伙伴是有益的,他们的广告停留时间增加了 10 倍。一些合作伙伴,比如Benefit,不仅仅把我们的鸡蛋放在他们的广告里,还把它们嵌入到他们自己的网站上 -- 推动了 100,000 多个条目。 我们成功地让消费者停止跳过并开始搜索: 通过 44% 的比率获得视图,而YouTube上的基准值为 10-15%。我们的活动使奶油鸡蛋的销售额增加了 45%,而不是 2018,对于一个已经在复活节排名第一的品牌来说,这是前所未有的增长率。
The Hunt is On
案例简介:Why is this work relevant for Media? Creme Egg's 'Hunting Season' was in its third year but with a flat budget, longer Easter season and no new news we needed to reinvent the game. We created a first of its kind Easter Egg Hunt hiding Creme Eggs where you would least expect to find them - in other brands adverts. Solving our client's challenge and simultaneously addressing a key industry problem, we made consumers stop, search and scour ads again. With a multi-media ecosystem and image recognition technology, we built the UK’s biggest Egg Hunt, receiving over 635,000 entries and increasing sales by 45% vs 2018. Background Cadbury Creme Egg is an established brand and #1 at Easter with 91% awareness. The product is uniquely only available for five months of the year and is driven by its scarcity. The Creme Egg Hunting Season campaign was in its third year, in 2018 we had seen successful PR engagement with the White Creme egg, but for 2019 we needed to get more consumers involved. We needed to create a hook to satisfy our younger audiences thirst for new news while also attracting and engaging new consumers with the brand. So, we set out to reinvent an existing campaign and going beyond our category norms. Our aim was to create a national frenzy for Easter 2019, in a way no chocolate brand has done before. Describe the creative idea/insights (30% of vote) Cadbury’s Creme Egg is loved across the nation, but our bullseye audience is the traditionally hard-to-reach 16-34-year-olds, who are moving away from traditional media and have a tendency to skip and block ads. Our insight was that this younger demographic enjoys rich and mutually beneficial brand experiences, so, we built an activation that appealed to this behaviour. We created a rare egg for consumers to hunt for, the White Creme Egg, hiding them both physically in retailers as well as across a range of media platforms and channels. Describe the strategy (20% of vote) Our strategy was to harness fans’ love for the product and combine that with scarcity, to drive desirability and urgency to purchase. By hiding a limited number of White Creme Eggs in other brands adverts we created a nation-wide frenzy building on our fans love of the core product and appealing to new users. We hid our eggs in a range of locations, including partnering with 12 leading brands to hide our delicious, gooey goodies in their advertisements. In our media strategy we phased our campaign to initially build awareness and comprehension of the hunt in January, and February we introduced communications that enabled them to directly get involved. This crucial latter stage was seeded across social, digital, outdoor and print ensuring touchpoints across the whole media ecosystem. Ensuring we were communicating urgency we complemented the hunt with branded Live feed countdown of how many eggs were left to find! Describe the execution (20% of vote) We hid eggs in a range of locations and contextually signposted them with Creme Egg messaging. Consumers needed to find them, take a picture and upload to HuntTheWhiteCremeEgg.com. There they could digitally unwrap it to discover whether they had won a rare White Creme Egg – or even win up to £10,000! We had two phases: 1. awareness that hunting season was back 2. engagement in the hunt. We utilised a range of large format sites in high-footfall locations including the impactful 16-panel strong Waterloo Domination site. In Press, we partnered with Metro and Time Out hiding eggs both within content and brand ads. Inside we indicated whether they were getting ‘warmer’ or ‘colder’ to the page with the egg. To drive urgency, we utilised point-of-sale panels outside retailers, using Live Poster technology to countdown the days left and the number of eggs left to find in that region. List the results (30% of vote) We changed the game of the traditional Easter Egg Hunt, going beyond the chocolate category, with key partners such as a Google, Unilever, LVMH and Lionsgate creating a national frenzy with over 635,000 entries in three months. We brokered unique partnerships with 12 other advertisers by offering them free ad space in return for hiding our eggs. Our campaign proved beneficial to our partners in return, increasing dwell time on their ads by up to 10 times. Some partners, such as Benefit, went beyond placing our eggs in their ads and embedding them on their own websites – driving over 100,000 entries. We successfully got consumers to stop skipping and start searching: achieving view through rates of 44% versus the benchmarked 10-15% on YouTube. Our activity increased sales of Creme Egg by 45% vs. 2018, an unprecedented growth rate for a brand that is already #1 at Easter.
狩猎开始了
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The Hunt is On
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基本信息
- 广告战役: #Mondelez International-影视-c025#
- 广告品牌: 亿滋
- 发布日期: 2020
- 行业领域: 休闲食品 , 饮食/特产
- 媒体类别: 微电影
- 广告语言: 英语
- 媒介平台: 网络
- 获得奖项:
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涵盖全球100万精选案例,涉及2800个行业,包含63000个品牌
热门节日97个,23个维度智能搜索
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项目比稿
品类案例按时间展现,借鉴同品牌策略,比稿提案轻松中标
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创意策划
任意搜索品牌关键词,脑洞创意策划1秒呈现
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竞品调研
一键搜索竞品往年广告,一眼掌握对手市场定位
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行业研究
热词查看洞悉爆点,抢占行业趋势红利
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