本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
由英格兰量身定做
案例简介：描述活动/条目: 这是茵宝自被耐克收购以来首次高调推出。公关发挥了至关重要的作用，以利基和大众渠道为目标，支持 ATL 活动并重新定义品牌定位。该运动将创造性和独创性与获取和宣传相结合，以及更传统的媒体渠道。出租车司机简报会访问了一个现有的、强大的利益相关者网络，在披露之前有效地传播宣传。Konami partnership 是世界第一，承认了工具包的相关性，超越了严格的传统足球舞台，并接触了更年轻的观众。能源空间提供了一个环境，在这个环境中，茵宝可以推动英格兰足球球衣作为一种生活方式的重新评估和适用性，并形成观众的意见。Vice 和 VBS 的合作。电视让年轻的人才支持工具包中的工艺信息，并为更广泛的文化受众创造相关的接触点。韦恩·鲁尼的 “狮子之心” 镜头融合了真实的 “草根” 足球摄影与当代视野，为一个国家的希望提供了一个可理解的解释 描述客户的简报: 在一个由富有品牌和赞助商主导的拥挤的媒体环境中，传统的足球报道与关于球员的结果和丑闻不相上下。我们的挑战是创建和执行一场强有力的运动，通过替代媒体渠道，为本质上是一件足球衫的东西提供认可和销售。为了在文化和趋势博客上发表积极的帖子，进入 “时尚/风格” 的利基媒体，我们的活动创造了内容来激励和激发他们。与此同时，我们用信息将大众媒体分割开来，这不会疏远茵宝的核心支持者 结果: 2800万多名成年人被关键信息击中，58% 的英国人口 (来源: Metrica)-190 多个品牌的报道。75% 呈阳性。包括《星期日泰晤士报》杂志和《星期日邮报》的封面和 6 页和 4 页的功能 -- 63% 的生活方式/影响者观众达到 7 次，足球迷达到 8 次 300万 +。Pr值为 900万 +。OTS 2.3亿 +-ROI (费用 vs AVE) = 9:1-前 24 小时售出 20,000 多件衬衫-16 人参加了影响者晚宴-259 名出租车司机在 4 天内简报-14,000 名粉丝, 400 个条目和 2 个赢家为脸谱网竞争-90,000 在线订户 Vice 和 89,000 打印。页面印象-684,812，观看的视频-10,000 和点击率-2,075-Konami 在揭示日的下载量总计为 700，自 850,000 消费者访问伦敦能源空间以来，下载量超过 718 纽约 300，东京 70 执行: 为文化评论员/名人举办的倡导晚宴引发了辩论 -- 黑人出租车司机招募来捕捉网络/聊天 -- 固执己见的力量, 自封的足球专家 -- 为摄影师拍摄温布利比赛日的 Facebook 比赛 -- 在 Umbro 的博客上取笑隐藏的提示/提示 -- Vice magazine/VBS。电视合作 (6 页和 11 部电影) 专注于英国新兴人才工作的 “第一个 11”,对足球的热情以及与 Konami/Pro-Evo Soccer 的英国直播游戏合作意味着什么。在线游戏玩家同时下载了新的工具包，因为球队在球场上披露，同时全球发布了标志性的约翰·特里和韦恩 · 鲁尼的投篮，以及定位信息 -- 茵宝的资产 (法比奥 · 卡佩罗) 被用来提供超越体育运动的功能 -- 一致的植入式广告和套件审查计划 -- 由英国在伦敦的空间量身定制,纽约和东京在进入商店之前举办了 VIP 放映、私人演出、游戏晚会、足球问答和剪裁工作室 情况: 对英格兰球衣的真正革命需要一场真正的革命运动。Umbro 皇冠上的宝石，英格兰家庭套装，提供了一个理想的平台来宣传品牌的全球定位，重新定义复制品，并将衬衫提升为英国文化的象征。挑战在于重塑传统观众 (C1D2 男性)，同时将足球作为英国文化的一部分说得更重要。在经济衰退中，我们也在处理围绕工具包价格点的负面影响。我们确保把价值带回茵宝最重要的资产，而不是依靠英格兰的球场表现 战略: 在公共关系的推动下，开展了四阶段的多学科综合运动，包括播种、挑逗、揭示和保持势头的活动。我们创造了创新和独特的内容，以推动重新评估和品牌声誉。这与保护和推广相结合的媒体战略相结合，以积极的方式成功地实现了 “由英格兰量身定制” 的新品牌定位。开创性的、以文化为中心的伙伴关系和招募活动使我们能够接触对足球充满热情的新兴人才，树立口碑渠道，并与 ca 合作足球之外的背板和个性。与此同时，我们利用茵宝最优秀的资产 (法比奥 · 卡佩罗、约翰·特里) 提供体育媒体和经典足球爱好者之外的大功能。这使我们能够提供数量和主要定位覆盖
由英格兰量身定做
案例简介：Describe the campaign/entry: This was the first high profile launch for Umbro since its acquisition by Nike. PR played a crucial role, targeting niche and mass channels to support the ATL campaign and redefine brand positioning. The campaign mixed creativity and originality with access and advocacy, alongside more traditional media channels. The Cabbie briefings accessed an existing, powerful stakeholder network, effectively spreading advocacy ahead of the reveal. The Konami partnership was a world first, recognising the kit's relevance beyond the strictly traditional footballing arena and accessing a younger audience. The Energy Spaces provided environments where Umbro could drive re-evaluation and appropriacy of the England football shirt as a lifestyle item with an opinion forming audience. The partnership with Vice and VBS.tv accessed young talent to support the craftsmanship message in the kit and create relevant touch points for a wider cultural audience. The Wayne Rooney ‘Lion Heart’ shot mixed true, ‘grass roots’ football photography with contemporary vision to produce an accessible interpretation of a nation's hopes Describe the brief from the client: In a crowded media landscape, dominated by rich brands and sponsors, traditional football coverage is niched to match results and scandal about players. Our challenge was to create and execute a powerful campaign to cut through alternative media outlets and deliver recognition and sales for, what is essentially, a football shirt. In order to deliver positive posts on cultural and trend blogs, break into ‘fashion/style’ niche media, our campaign created content to inspire and excite them. At the same time we segmented mass media with messaging which would not alienate Umbro’s core supporters Results: 28 million+ adults were hit with key messages, 58% of UK population (Source: Metrica) - 190+ branded pieces of coverage. 75% were positive. Included front cover and 6 and 4-page features in Sunday Times Magazine and Mail on Sunday’s LIVE respectively - 63% of lifestyle/influencer audience reached 7 times and football fans reached 8 times - AVE £3million+. PR value £9million+. OTS 230million+ - ROI (fees vs AVE) = 9:1 - Over 20,000 shirts sold in first 24 hours - 16 people attended Influencer Dinner - 259 Cabbies briefed in 4 days - 14,000 fans, 400 entries and 2 winners for Facebook competition - 90,000 on-line subscribers to Vice and 89,000 print. Page impressions – 684,812, videos watched – 10,000 and click-throughs – 2,075 - Konami downloads totalled 700 on reveal day and over 850,000 since - 718 consumers visited Energy Space, London, 300 in NYC and 70 in Tokyo Execution: Advocacy-building dinner for cultural commentators/celebrities ignited debate - Black Cabbies enlisted to capture network/chatter-power of opinionated, self-appointed football experts - Facebook competition for photographers to shoot Wembley match day - Tease on Umbro’s blog with hidden hints/tips - Vice magazine/VBS.tv partnership (6 pages & 11 films) focusing on England’s ‘first eleven’ of emerging talent - work, passion for football and what it means to be English - Live gaming partnership with Konami/Pro-Evo Soccer. Online gamers downloaded new kit simultaneously as squad revealed on pitch - Reveal bolstered by simultaneous global release of iconic John Terry & Wayne Rooney shots, with positioning messaging - Umbro’s assets (Fabio Capello) utilised to deliver features beyond sports - Consistent product placement and kit review programme - ‘Tailored by England' spaces in London, New York and Tokyo hosted VIP screenings, private gigs, games evenings, footballer Q&As and tailoring studios before transforming into stores The Situation: A genuinely revolutionary take on the England kit required a genuinely revolutionary campaign. The jewel in the Umbro crown, the England home kit, provided the ideal platform to shout about the brand’s global positioning, re-define replica and elevate the shirt as an icon of English culture. The challenge was to reshape the traditional audience (C1D2 males) whilst saying something bigger about football as part of English culture. We were also managing negativity surrounding the kit’s price point in a recession. We ensured we put back the value into Umbro’s most important asset, rather than relying on England’s on-pitch performance The Strategy: A four-phase multi-disciplinary integrated campaign, driven by PR, included activities to seed, tease, reveal and maintain momentum. We created innovative and unique content to drive reappraisal and brand fame. This was integrated with a media strategy that combined protection and promotion, to successfully bring to life the new brand positioning, ‘Tailored by England’ in a positive manner. Ground-breaking, culturally-focused partnerships and an enlistment campaign allowed us to access emerging talent with a passion for football, to set the word of mouth channel alight and align Umbro with categories and personalities outside football. At the same time we utilised Umbro’s finest assets (Fabio Capello, John Terry) to deliver big features beyond the sports media and classic footie fans. This allowed us to deliver volume as well as major positioning coverage
Tailored by England
案例简介：描述活动/条目: 这是茵宝自被耐克收购以来首次高调推出。公关发挥了至关重要的作用，以利基和大众渠道为目标，支持 ATL 活动并重新定义品牌定位。该运动将创造性和独创性与获取和宣传相结合，以及更传统的媒体渠道。出租车司机简报会访问了一个现有的、强大的利益相关者网络，在披露之前有效地传播宣传。Konami partnership 是世界第一，承认了工具包的相关性，超越了严格的传统足球舞台，并接触了更年轻的观众。能源空间提供了一个环境，在这个环境中，茵宝可以推动英格兰足球球衣作为一种生活方式的重新评估和适用性，并形成观众的意见。Vice 和 VBS 的合作。电视让年轻的人才支持工具包中的工艺信息，并为更广泛的文化受众创造相关的接触点。韦恩·鲁尼的 “狮子之心” 镜头融合了真实的 “草根” 足球摄影与当代视野，为一个国家的希望提供了一个可理解的解释 描述客户的简报: 在一个由富有品牌和赞助商主导的拥挤的媒体环境中，传统的足球报道与关于球员的结果和丑闻不相上下。我们的挑战是创建和执行一场强有力的运动，通过替代媒体渠道，为本质上是一件足球衫的东西提供认可和销售。为了在文化和趋势博客上发表积极的帖子，进入 “时尚/风格” 的利基媒体，我们的活动创造了内容来激励和激发他们。与此同时，我们用信息将大众媒体分割开来，这不会疏远茵宝的核心支持者 结果: 2800万多名成年人被关键信息击中，58% 的英国人口 (来源: Metrica)-190 多个品牌的报道。75% 呈阳性。包括《星期日泰晤士报》杂志和《星期日邮报》的封面和 6 页和 4 页的功能 -- 63% 的生活方式/影响者观众达到 7 次，足球迷达到 8 次 300万 +。Pr值为 900万 +。OTS 2.3亿 +-ROI (费用 vs AVE) = 9:1-前 24 小时售出 20,000 多件衬衫-16 人参加了影响者晚宴-259 名出租车司机在 4 天内简报-14,000 名粉丝, 400 个条目和 2 个赢家为脸谱网竞争-90,000 在线订户 Vice 和 89,000 打印。页面印象-684,812，观看的视频-10,000 和点击率-2,075-Konami 在揭示日的下载量总计为 700，自 850,000 消费者访问伦敦能源空间以来，下载量超过 718 纽约 300，东京 70 执行: 为文化评论员/名人举办的倡导晚宴引发了辩论 -- 黑人出租车司机招募来捕捉网络/聊天 -- 固执己见的力量, 自封的足球专家 -- 为摄影师拍摄温布利比赛日的 Facebook 比赛 -- 在 Umbro 的博客上取笑隐藏的提示/提示 -- Vice magazine/VBS。电视合作 (6 页和 11 部电影) 专注于英国新兴人才工作的 “第一个 11”,对足球的热情以及与 Konami/Pro-Evo Soccer 的英国直播游戏合作意味着什么。在线游戏玩家同时下载了新的工具包，因为球队在球场上披露，同时全球发布了标志性的约翰·特里和韦恩 · 鲁尼的投篮，以及定位信息 -- 茵宝的资产 (法比奥 · 卡佩罗) 被用来提供超越体育运动的功能 -- 一致的植入式广告和套件审查计划 -- 由英国在伦敦的空间量身定制,纽约和东京在进入商店之前举办了 VIP 放映、私人演出、游戏晚会、足球问答和剪裁工作室 情况: 对英格兰球衣的真正革命需要一场真正的革命运动。Umbro 皇冠上的宝石，英格兰家庭套装，提供了一个理想的平台来宣传品牌的全球定位，重新定义复制品，并将衬衫提升为英国文化的象征。挑战在于重塑传统观众 (C1D2 男性)，同时将足球作为英国文化的一部分说得更重要。在经济衰退中，我们也在处理围绕工具包价格点的负面影响。我们确保把价值带回茵宝最重要的资产，而不是依靠英格兰的球场表现 战略: 在公共关系的推动下，开展了四阶段的多学科综合运动，包括播种、挑逗、揭示和保持势头的活动。我们创造了创新和独特的内容，以推动重新评估和品牌声誉。这与保护和推广相结合的媒体战略相结合，以积极的方式成功地实现了 “由英格兰量身定制” 的新品牌定位。开创性的、以文化为中心的伙伴关系和招募活动使我们能够接触对足球充满热情的新兴人才，树立口碑渠道，并与 ca 合作足球之外的背板和个性。与此同时，我们利用茵宝最优秀的资产 (法比奥 · 卡佩罗、约翰·特里) 提供体育媒体和经典足球爱好者之外的大功能。这使我们能够提供数量和主要定位覆盖
Tailored by England
案例简介：Describe the campaign/entry: This was the first high profile launch for Umbro since its acquisition by Nike. PR played a crucial role, targeting niche and mass channels to support the ATL campaign and redefine brand positioning. The campaign mixed creativity and originality with access and advocacy, alongside more traditional media channels. The Cabbie briefings accessed an existing, powerful stakeholder network, effectively spreading advocacy ahead of the reveal. The Konami partnership was a world first, recognising the kit's relevance beyond the strictly traditional footballing arena and accessing a younger audience. The Energy Spaces provided environments where Umbro could drive re-evaluation and appropriacy of the England football shirt as a lifestyle item with an opinion forming audience. The partnership with Vice and VBS.tv accessed young talent to support the craftsmanship message in the kit and create relevant touch points for a wider cultural audience. The Wayne Rooney ‘Lion Heart’ shot mixed true, ‘grass roots’ football photography with contemporary vision to produce an accessible interpretation of a nation's hopes Describe the brief from the client: In a crowded media landscape, dominated by rich brands and sponsors, traditional football coverage is niched to match results and scandal about players. Our challenge was to create and execute a powerful campaign to cut through alternative media outlets and deliver recognition and sales for, what is essentially, a football shirt. In order to deliver positive posts on cultural and trend blogs, break into ‘fashion/style’ niche media, our campaign created content to inspire and excite them. At the same time we segmented mass media with messaging which would not alienate Umbro’s core supporters Results: 28 million+ adults were hit with key messages, 58% of UK population (Source: Metrica) - 190+ branded pieces of coverage. 75% were positive. Included front cover and 6 and 4-page features in Sunday Times Magazine and Mail on Sunday’s LIVE respectively - 63% of lifestyle/influencer audience reached 7 times and football fans reached 8 times - AVE £3million+. PR value £9million+. OTS 230million+ - ROI (fees vs AVE) = 9:1 - Over 20,000 shirts sold in first 24 hours - 16 people attended Influencer Dinner - 259 Cabbies briefed in 4 days - 14,000 fans, 400 entries and 2 winners for Facebook competition - 90,000 on-line subscribers to Vice and 89,000 print. Page impressions – 684,812, videos watched – 10,000 and click-throughs – 2,075 - Konami downloads totalled 700 on reveal day and over 850,000 since - 718 consumers visited Energy Space, London, 300 in NYC and 70 in Tokyo Execution: Advocacy-building dinner for cultural commentators/celebrities ignited debate - Black Cabbies enlisted to capture network/chatter-power of opinionated, self-appointed football experts - Facebook competition for photographers to shoot Wembley match day - Tease on Umbro’s blog with hidden hints/tips - Vice magazine/VBS.tv partnership (6 pages & 11 films) focusing on England’s ‘first eleven’ of emerging talent - work, passion for football and what it means to be English - Live gaming partnership with Konami/Pro-Evo Soccer. Online gamers downloaded new kit simultaneously as squad revealed on pitch - Reveal bolstered by simultaneous global release of iconic John Terry & Wayne Rooney shots, with positioning messaging - Umbro’s assets (Fabio Capello) utilised to deliver features beyond sports - Consistent product placement and kit review programme - ‘Tailored by England' spaces in London, New York and Tokyo hosted VIP screenings, private gigs, games evenings, footballer Q&As and tailoring studios before transforming into stores The Situation: A genuinely revolutionary take on the England kit required a genuinely revolutionary campaign. The jewel in the Umbro crown, the England home kit, provided the ideal platform to shout about the brand’s global positioning, re-define replica and elevate the shirt as an icon of English culture. The challenge was to reshape the traditional audience (C1D2 males) whilst saying something bigger about football as part of English culture. We were also managing negativity surrounding the kit’s price point in a recession. We ensured we put back the value into Umbro’s most important asset, rather than relying on England’s on-pitch performance The Strategy: A four-phase multi-disciplinary integrated campaign, driven by PR, included activities to seed, tease, reveal and maintain momentum. We created innovative and unique content to drive reappraisal and brand fame. This was integrated with a media strategy that combined protection and promotion, to successfully bring to life the new brand positioning, ‘Tailored by England’ in a positive manner. Ground-breaking, culturally-focused partnerships and an enlistment campaign allowed us to access emerging talent with a passion for football, to set the word of mouth channel alight and align Umbro with categories and personalities outside football. At the same time we utilised Umbro’s finest assets (Fabio Capello, John Terry) to deliver big features beyond the sports media and classic footie fans. This allowed us to deliver volume as well as major positioning coverage
由英格兰量身定做
暂无简介
Tailored by England
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
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
-
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
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
