The Team That Wouldn't Be Here|微电影|广告营销案例【ADGuider广告指南】

不会在这里的团队

案例简介：为什么这项工作与娱乐狮子运动有关？ Verizon不仅创建了广告。当每年面对3.5亿美元的竞争对手攻击广告时，Verizon创建了一个NFL团队，由12部分组成的系列和半小时的纪录片，吸引了美国，并重新定义了电话网络如何谈论可靠性。尽管与NFL没有明显的联系，但Verizon创建了相关内容，这些内容不仅与它所反对的足球竞争，而且经常超过它的参与度。在NFL赛季结束时，当每个人都在谈论两支NFL球队时，我们让整个国家停下来反思第三支球队的崛起。描述创造性的想法每年，NFL赛季的结束都遵循相同的脚本。两支球队在球场上竞争，而数百个品牌在球场上竞争。Verizon通过引入第三支球队-不会在这里的球队-一支新的NFL球队，由11名现任NFL球员和一名教练组成，如果急救人员没有接到紧急电话，他们就不会活着。我们的团队在龙卷风，车祸和童年悲剧中幸存下来，并成为精英运动员，因为他们的求助得到了回应。他们关于生存的原始和情感故事成为一部由12个部分组成的电影系列和半小时的纪录片，在国家电视台播出，并立即接管了全国各地的足球对话-当时美国只打算谈论两支超级碗球队，第一次，每个人都想到了第三支球队。描述策略 Verizon放弃了争夺覆盖数据和行业奖项的惯用类别策略。相反，我们寻求更真实的可靠性证明。当我们了解到数百万消防员、医护人员和警察每天依靠Verizon连接他们的911紧急电话时，我们发现了一个。我们关心这种洞察力。我们的挑战变成了，我们如何让美国关心它？我们创建了一个不会在这里的团队-这是power Verizon网络可靠性的活生生的例子。每个玩家以及拯救他们的第一个响应者，都成为Verizon网络实力的迷人见证。通过在超级碗比赛两周后组建团队，我们主导了赛前对话，并为系列赛及其在大型比赛中播出的结局建立了预期，并成为当天观看，搜索和谈论的第一名。描述执行我们没有投放广告。我们组建了一支足球队，并开始在1700名NFL球员中彻底搜寻12名幸存者。NFL教练梳理名册，而研究人员则梳理档案以获取事故详细信息，并在20年前拯救了我们球员的第一响应者。标志性足球电影《星期五夜灯》的导演彼得·伯格 (Peter Berg) 捕捉了每个故事，并鼓励球员像足球狂热分子一样敞开心扉。这部由12部分组成的电影系列的预告片在NFL季后赛中场休息时推出，而球员们则打断了他们的社交媒体流，以揭示他们最脆弱的时刻。一周后，故事被合并成一个半小时的纪录片，从体育场首映，并在国家电视台的CBS播出。最后，在数百万人面前，我们在超级碗期间播出了大结局-我们的教练和救了他一命的消防员之间的重聚已经进行了15年。描述结果从几个方面来看，这是Verizon历史上最成功的竞选活动之一。在为期两周的活动中，该系列的240万多个小时在线播放，426人分享了个人剧集。总印象: 1.4亿-vm1。这个想法已经超越了12名玩家，美国各地的粉丝分享了他们在社交上生存的个人故事。我们的早期发布策略在超级碗之前就产生了这样的预期，它成为了观看，搜索和谈论商业广告的第一名-AdAge/iSpot/AdBlitz。没有其他品牌像Verizon那样在对话中占据主导地位，在两周内拥有13% 的声音份额，并且在所有在线品牌对话中占主导14.2%，这是所有品牌中最高的-AdAge/iSpot/Twitter。Verizon看到了信任的68% 提升 (关键品牌指标，在暴露的活跃购物者潜在客户中)，并且暴露的潜在客户的55% 感到被迫切换-所有这些活动都没有单一的手机或零售优惠。

不会在这里的团队

案例简介：Why is this work relevant for Entertainment Lions for Sport? Verizon didn’t just create a commercial. When faced with $350MM of competitor attack ads annually, Verizon created an NFL team, 12-part series and half hour documentary that captivated the USA and redefined how phone networks talk about reliability. Despite having no obvious connection to the NFL, Verizon created relevant content that not only competed with the football it was running against but often surpassed it for engagement. At the end of the NFL season, when everyone was meant to be talking about two NFL teams, we made an entire country stop and reflect on the rise of a third. Describe the creative idea Every year, the end of the NFL season follows the same script. Two teams compete on the field while hundreds of brands compete off it. Verizon rewrote the playbook by introducing a third team — The Team That Wouldn’t Be Here — a new NFL team of 11 current NFL players and a coach who wouldn’t be alive if first responders hadn’t received their emergency call. Our team had survived tornadoes, car accidents and childhood tragedies and gone on to become elite athletes because their calls for help were answered. Their raw and emotional stories of survival became a 12-part film series and half-hour documentary that launched on national TV and instantly took over football conversations around the country — when America was only meant to be talking about the two Super Bowl teams, for the first time, a third team was on everyone’s mind. Describe the strategy Verizon abandoned the customary category strategy of competing over coverage data and industry awards. Instead, we looked for a truer demonstration of reliability. We found one when we learned millions of firefighters, paramedics and police officers rely on Verizon to connect their 911 emergency calls every day. We cared about that insight. Our challenge became, how do we make America care about it? We created The Team That Wouldn’t Be Here — a living, breathing example of the power Verizon’s network reliability. Each player, and the first responder who saved them, became a captivating testimonial for the strength of Verizon’s network. By launching the team two weeks out from the Super Bowl, we dominated pregame conversations and built anticipation for the series and its finale that aired during the Big Game and became the #1 viewed, searched, talked about on the day. Describe the execution We didn’t cast a commercial. We cast a football team and began an exhaustive search for 12 survivors among 1700 NFL players. NFL coaches combed rosters while researchers combed archives for accident details and the first responders who saved our players’ 20+ year ago. Peter Berg, director of the iconic football film Friday Night Lights, captured each story and encouraged players to open up like only a fellow football fanatic could. A trailer for the 12-part film series launched at halftime during NFL playoffs while players interrupted their social media streams to reveal their most fragile moments. One week out, stories were combined into a half-hour documentary that premiered meters from the stadium and aired on CBS on national television. Finally, in front of millions, we aired the finale during the Super Bowl — a reunion 15 years in the making between our coach and firefighters who saved his life. Describe the outcome By several measures, this is one of the most successful campaigns in Verizon history. Over a two-week campaign, 2.4 million+ hours of the series were streamed online and 426k people shared individual episodes. Total impressions: 1.4Billion— VM1.The idea evolved beyond 12 players with fans around America sharing their own personal stories of survival on social. Our early launch strategy generated such anticipation before the Super Bowl that it became the #1 viewed, searched and talked about commercial — AdAge/iSpot/AdBlitz. No other brand dominated the conversation like Verizon with 13% share of voice over two weeks and a dominant 14.2% of all online brand conversation, highest of any brand — AdAge/iSpot/Twitter. Verizon saw a 68% uplift in trust (the key brand metric, among exposed active shopper prospects) and 55% of exposed prospects felt compelled to switch — all with a campaign that didn’t feature a single cell phone or retail offer.