The Slowest Pizza Delivery|海报/平面|广告营销案例【ADGuider广告指南】

最慢的比萨饼交付

案例简介：为什么这项工作与品牌体验和激活相关？我们创造了一种独特的方式，让人们体验萨根托新推出的优质陈年奶酪。人们可以订购用我们的奶酪制作的免费比萨饼。但是他们必须等到我们的奶酪老化才能得到它 (从 4 到 18 个月不等)。当他们等待的时候，他们可以在我们的网站上跟踪他们的比萨饼的进展，接收关于他们奶酪老化状态的更新，甚至用一个实时奶酪摄像头观看他们的奶酪年龄。当他们的奶酪最终准备好时，我们与参与者协调，通过 Sargento 送货车直接将比萨饼制作并送到他们的家中。背景 2019，Sargento 推出了新系列的陈年奶酪，Sargento Reserve 系列。这一新系列包括各种高级切碎的奶酪，年龄 4 至 18 个月。我们的主要目标是在奶酪类别中创造嗡嗡声、兴奋和意识，这通常有点平凡。并且还为人们提供了一种有趣的方式来品尝我们的产品，以证明老化的奶酪具有更多的味道，值得等待。描述创意 (20% 的选票) 我们决定，人们体验我们奶酪的最佳方式是把它放在每个人最喜欢的食物上; 比萨饼。我们甚至会免费制作和交付它们。但是有一个陷阱…… 人们不得不等待 4 到 18 个月才能真正得到他们的比萨饼 (同时我们的奶酪也需要老化)。我们称之为 “世界上最慢的披萨递送”，并创建了一个网站，人们可以选择 4 个月的意大利老披萨，6 个月的古达老披萨，14 个月的帕尔马干酪,如果他们真的有耐心，18 个月的陈年切达披萨。虽然大多数披萨店试图尽快将您的订单发送给您，但我们做了完全相反的事情，保证在 4 到 18 个月内交货。因为如果你想要一个用陈年奶酪做的比萨饼，你必须等到奶酪老化。描述策略 (20% 的选票) 我们的策略是证明萨根托奶酪陈化 4 到 18 个月的原因是为了给它尽可能充分的味道。我们想证明好奶酪值得等待。Sargento Reserve 系列的目标受众被正式定义为喜欢在家为家人烹饪奶酪的人，以及喜欢发现新口味/风味组合的人。但是对于我们最慢的比萨饼促销，我们的目标几乎是任何喜欢奶酪的人。尤其是比萨饼上的奶酪。谁愿意等很长时间才能得到它。我们的行动号召是让人们到我们的网站 www.SlowestPizzaDelivery.com 订购免费披萨。描述执行情况 (30% 的选票) 世界上最慢的披萨推出了电影和公关工作，引导用户访问我们的网站。由于 Sargento 是披萨业务的新手，我们与一家位于芝加哥的美食披萨店合作制作和交付披萨。我们与他们的厨师合作，根据我们的 4 种陈年奶酪开发了 4 种定制比萨饼。比萨店送货区内的任何人都可以订购。如果有人试图在交货半径之外订购，他们会得到一张优惠券和一份关于如何制作自己的比萨饼的食谱 (无需等待)。下订单后，我们通过电子邮件发送更新，告知人们奶酪的状态。参与者也可以用我们的现场奶酪摄像头观看他们的奶酪年龄。当他们的奶酪最终准备好的时候，我们通知他们设定一个交货时间，这样我们就可以尽快制作和交付他们的比萨饼。列出结果 (30% 的选票) 谁会等 18 个月才吃披萨？在 2 小时 8 分钟内，我们的全部比萨饼供应都消失了，吸引了超过 3,000 名游客来到 SlowestPizzaDelivery.com。虽然只有少数披萨爱好者幸运地得到了免费披萨,我们提供了那些太慢而无法按时到达我们网站的优惠券，以便他们第一次购买 Sargento 老年奶酪 (无需等待) 刺激立即销售。在发布的前 4 天之后，我们产生了 1.7亿次媒体印象。许多电视新闻站对我们的直播奶酪摄像头非常感兴趣，在他们的广播中给了它大量的播出时间。

最慢的比萨饼交付

案例简介：Why is this work relevant for Brand Experience & Activation? We created a unique way for people to experience Sargento’s new premium aged cheese. People could order free pizzas made with our cheese. But they had to wait until our cheese aged to get it (anywhere from 4 to 18 months). While they waited, they could track their pizza’s progress on our website, receive updates on their cheese’s aging status, and even watch their cheese age with a live cheese cam. When their cheese is finally ready, we coordinate with the participants to make and deliver their pizzas directly to their homes via a Sargento delivery vehicle. Background In 2019, Sargento introduced a new line of aged cheese, Sargento Reserve Series. This new line consists of various premium shredded cheeses, aged 4 to 18 months. Our primary objective was to create buzz, excitement and awareness in the cheese category, which is normally a bit mundane. And also give people an interesting way to sample our product to prove that an aged cheese has more flavor and is worth the wait. Describe the creative idea (20% of vote) We decided that the best way for people to experience our cheese was to put it on everyone’s favorite food; pizza. We would even make and deliver them for free. But there was one catch… people had to wait 4 to 18 months to actually get their pizza (the same time it takes for our cheese to age). We called it “The World’s Slowest Pizza Delivery” and created a website where people could choose 4 months for an aged Italian pizza, 6 months for an aged gouda, 14 months for a parmesan, and if they were really patient, 18 months for an aged cheddar pizza. While most pizza places try to rush your order to you as quickly as possible, we did the exact opposite, guaranteeing delivery in 4 to 18 months. Because if you want a pizza made with aged cheese, you have to wait until the cheese ages. Describe the strategy (20% of vote) Our strategy was to demonstrate that the reason Sargento’s cheese is aged for 4 to 18 months is to give it the fullest flavor possible. We wanted to prove that good cheese is worth the wait. The target audience for Sargento Reserve Series is officially defined as anyone who enjoys cooking at home with cheese for their family, and who likes to discover new taste/flavor combinations. But for our Slowest Pizza promotion, our target was pretty much anyone who loves cheese. Especially cheese on pizzas. And who are willing to wait a really long time to get it. Our call to action was to drive people to our website at www.SlowestPizzaDelivery.com to order a free pizza. Describe the execution (30% of vote) The World’s Slowest Pizza launched with a film and PR effort that directed users to our website. Because Sargento is new to the pizza business, we partnered with a gourmet Chicago-based pizzeria to make and deliver the pizzas. We worked with their chefs to develop 4 custom pizzas based on our 4 aged cheeses. Anyone within the pizzeria’s delivery area could order. And if someone tried to order outside of the delivery radius, they were given a coupon and a recipe on how to make their own pizza that night (without having to wait). Once orders were placed, we emailed updates, informing people on their cheese’s status. Participants could also watch their cheese age with our live cheese cam. And when their cheese was finally ready, we notified them to set up a delivery time so we could make and deliver their pizza as quickly as possible. List the results (30% of vote) Who would wait up to 18 months for a pizza? In 2 hours and 8 minutes, our entire supply of pizzas was gone, drawing over 3,000 visitors to SlowestPizzaDelivery.com. And while only a select number of pizza-lovers were lucky enough to get a free pizza, we offered those too slow to get to our website on time a coupon for their first purchase of Sargento aged cheese (without having to wait) spurring immediate sales. After the first 4 days of launch, we generated 170 million media impressions. Many TV news stations took a keen interest in our live streaming cheese cam, giving it significant air time on their broadcasts.