Nightclub|海报/平面|广告营销案例【ADGuider广告指南】

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夜总会

案例简介：沟通上的勇气是让 Perrier 品牌恢复盈利增长的关键。该活动的目标是确保主要市场的数量大幅增加 (法国目标: + 5%，比利时目标: + 4%)，以获得超过主要竞争对手的市场份额: badoit (法国) 、 Souroti (希腊) 、 Spa Rouge (比利时)，并在法国招募 200,000 个新家庭,Perrier 的国内市场。目标受众是 25 岁至 45 岁之间的人，他们对文化和 “生活艺术” 非常敏感。他们选择一个品牌是因为它代表了什么，它代表了什么，所以他们优先考虑磁性和时尚品牌。两个维度对于赢得每日对阵沃特斯或苏打水的比赛至关重要: 大胆和提神。大胆对其他闪闪发光的水域来说都是必不可少的，因为该机构希望这种创造让它们看起来像尘土飞扬的品牌和苏打水, 因为 Perrier 需要证明它和他们在同一个操场上。创造性的挑战是将茶点戏剧化; 更进一步，从茶点到极端茶点，并将茶点不仅作为一种快乐或共同需求，而且作为一种至关重要的东西。融化的维度帮助建立了一个突破性的、大胆的交流，在每次观看活动时，都有非常生动和磁性的艺术方向和许多细节可以发现。这项运动在销量增长方面取得了惊人的成果 (法国的增长率为 + 11%，目标为 + 5%) 在招聘方面 (+ 500,000 个新家庭，而不是 + 200 000 个目标)。在比利时，交易量的增长是 + 13%，而目标是 + 4%，而在希腊，Perrier 的价值比领先的 Souroti 上涨了 + 0,5 分, 在波光粼粼的部分，遭受整体 (-1.3% 瓦尔)。

夜总会

案例简介：Courage in communication was the key to bringing the Perrier brand back to profitable growth. The objectives of the campaign were to ensure a significant increase in volume in key markets (France objective : + 5%, Belgium objective : + 4%), to gain market share over key competitors: Badoit (France), Souroti (Greece), Spa Rouge (Belgium) and to recruit 200,000 new households in France, the domestic market of Perrier. The target audience was people between 25 & 45 years old, with a significant sensitivity to culture and 'art de vivre'. They choose a brand for what it stands for and what it says about them, so they give priority to magnetic and fashion brands. Two dimensions were essential to win the daily match against waters or sodas: being daring and refreshment. Being daring is essential both against other sparkling waters, as the agency wanted the creation to make them looking like dusty brands and against sodas, as Perrier needs to prove it is on the same playground as them. The creative challenge was to dramatize refreshment; to go a step further, from refreshment to extreme refreshment and to position the refreshment not only as a pleasure or a common need, but as a vital one. The melting dimension helped to build a breakthrough, daring communication, with very graphic and magnetic art direction and numerous details to discover at each viewing of the campaign. The campaign had spectacular results in terms of volume growth (+11% in France vs a target of +5%) and in terms of recruitment (+500,000 new households vs a target of +200 000). In Belgium the increase in volume was +13% against a target of +4%, while in Greece, Perrier gained +0,5 pts in value vs the leader Souroti, in a sparkling segment that suffered overall (-1.3% val).