IT´S TIME TO UNLEARN|短视频|广告营销案例【ADGuider广告指南】

是时候抛弃了

案例简介：结果和有效性电视台和广播电台开始宣传该节目，这一努力产生了 3.55亿个联系人，影响了 32,303,810 人，并实现了 77% 的报道。后来的研究显示，超过 54% 的受访者回忆说看过这些内容。此外, 每两个人中有一个人与 ING Direct 联系在一起，75% 的受访者同意这一努力似乎是完全成功的，因为该项目通过传达创新, 开放、安全和信任。ING 直销增长了 21%，在西班牙取得了有史以来最好的第四季度业绩。创意执行我们制作了一个 60 岁的电视节目，由西班牙最著名的新闻播音员之一卢尔德 · 马尔多纳多主持，大约 6 名 “非学习者” 重塑了自己: 马丁 · 贝拉萨特吉, 拥有七颗米其林星的西班牙厨师佩普 · 埃尔南德斯，世界冠军西班牙队的篮球教练玛雅 · 汉森,著名的 Lady Gaga 胸衣等的前模特和设计师。我们成功地通过讲述荷兰国际集团在西班牙的首席执行官卡琳娜 · 什皮尔卡的故事来传达新银行模式的优势和主要特征。在广播中，我们开发了一个片段，在卡洛斯 · 埃雷拉主持的领先的早间节目中采访企业家，卡洛斯 · 埃雷拉是最广泛认可的西班牙广播人物，邀请了我们电视现场的主角。在互联网上，这些内容在电视台的在线平台上再次被浏览了数千次，在推特上，# desaprender 在短短几天内就让这个词变得流行起来, 以 TT 为节目播出日期。见解、战略和想法西班牙网上银行的领导者 ING Direct 发起了一场新的广告活动，基于 “忘记时间! 信息是人们应该抛弃旧的态度，向新的、潜在的丰富的态度敞开心扉 -- 邀请,可以这么说 -- 放弃过时的银行习惯，采用 ING Direct 的新习惯。目标是加强一个概念，这个概念需要进一步的刺激才能与银行的素质完全联系起来。我们将 “忘却” 的概念融入到项目中，创建了一个品牌内容，通过讲述西班牙社会中那些 “忘却” 经验教训的知名人物的真实故事，使这个概念变得更加有形实现专业成功。活动的范围和意识水平飙升，荷兰国际集团取得了有史以来最好的第四季度销售结果, “忘却” 的概念在西班牙成为真正的时尚 -- 甚至被大学生用来和朋友喝酒。

是时候抛弃了

案例简介：Results and Effectiveness The television and radio stations took on promotion of the program, and the effort generated 355 million contacts—impacting 32,303,810 individuals and achieving 77% coverage. Later research revealed that more than 54% of those surveyed recalled having seen the content. Moreover, one out of every two people associated it with ING Direct and 75% of respondents agreed that the endeavour appeared to be a total success because of the way the program reinforced perception of the Bank’s qualities by conveying innovation, openness, security and trust. ING Direct sales grew by 21%, achieving their best Q4 results ever in Spain. Creative Execution We created a 60´ television program, hosted by Lourdes Maldonado, one of Spain´s most reputable newscasters, about 6 “unlearners” who had reinvented themselves: Martin Berasategui, the Spanish chef with seven Michelin stars; Pepu Hernandez, basketball coach for the World Champion Spanish team, Maya Hansen, former model and designer of the famous Lady Gaga corsets, etc. We succeeded in conveying the advantages and main attributes of the new banking model by telling the story of Carina Szpilka, ING Direct´s CEO in Spain. In Radio, we developed a segment to interview entrepreneurs on the leading morning program hosted by Carlos Herrera, the most widely recognised Spanish radio personality, inviting the protagonists from our television spot. On the Internet, the content was viewed again thousands of times on the station’s online platform, and on Twitter, #desaprender made the term trendy in just a few days, with TT as the program broadcast date. Insights, Strategy and the Idea ING Direct, the leader in online banking in Spain, launched a new advertising campaign based on the concept “Time to unlearn!” The message was that people should leave behind old attitudes and open their minds to new, potentially enriching ones - an invitation, so to speak - to abandon outmoded habits of banking to adopt fresh ones with ING Direct. The goal was to enhance a concept that needed further stimuli to be fully associated with the Bank´s qualities. We incorporated the notion of “unlearning” into the project creating a Branded Content that made the concept more tangible by telling true stories about well-known figures in Spanish society who had “unlearned” lessons to achieve professional success. The levels of reach and awareness for the campaign skyrocketed, ING achieved the best Q4 sales results ever, and the “unlearning” concept became truly fashionable in Spain—even being used by university students to meet friends for drinks.