The 90 min challenge|微电影|广告营销案例【ADGuider广告指南】

90分钟挑战

案例简介：为什么这项工作与娱乐相关？ “90分钟挑战” 源于一种创造性的方法，内容决定了格式，而不是相反。目标是超越该品牌在电视上看到了15年的理性论点，与消费者建立真正的情感联系。这次行动自然产生了6分钟的纪录片，与Facebook的建议相去甚远，但为该品牌带来了前所未有的参与度。背景根据法国心脏病联合会的数据，只有三分之一的法国人有规律的体育活动。然而，这项活动在一定年龄后至关重要。圣休伯特欧米茄3人造黄油的使命是鼓励人们锻炼身体。该活动的目标不是推广该品牌的产品，而是其愿景: 15年来，圣休伯特欧米茄3一直相信欧米茄3脂肪酸的力量和健康的生活方式来对抗心血管疾病。在法国，每天仍导致近400人死亡的疾病。描述创意你越照顾好自己，你就越有时间和你所爱的人在一起。圣休伯特欧米茄3邀请了11位父亲迎接独特的挑战。在三个月的时间里，他们只有一个目标: 在历史悠久的英超俱乐部Girondins de Bordeaux的训练中，与11名法国足球有希望的儿子进行90分钟的比赛…… 并由一名前职业球员 (Yannick Stopyra，法国国家队出场33次)。准备工作是秘密进行的，目的是将情感推向顶峰，直到父亲们上场的那一刻。应用了一条特殊的规则，以激励父亲坚持下去…… 当父亲不能继续下去时，他的儿子也必须离开。比赛结束时，只剩下5位父亲。但是每个人都非常喜欢这款游戏。描述策略圣休伯特欧米茄3是一种富含欧米茄3脂肪酸的人造黄油品牌，这些脂肪酸对心脏有益。40岁以上的法国人食用它，他们对心血管疾病的风险很敏感。男人和女人，他们应该定期进行体育锻炼以照顾自己的心脏。但是谁并不总是找到这样做的动力。因此，我们选择超越品牌的理性话语，给我们的消费者一个情感上的锻炼理由 -- 照顾好自己，让你享受你所爱的人更长的时间。描述执行情况这次经历产生了6分钟的纪录片，该纪录片通过Facebook活动页面 (@ Objectif90Minutes - @ 90 minutetchallenge) 赞助，并从5月22日播放到6月22日。此外，还有一系列内容: 3个短片，描绘了电影中的3个父亲，这是90分钟比赛的现场电影，由法国足球前明星马里乌斯·特雷索尔 (Marius tr é sor) 发表评论，该网站致力于该行动 (www。objectif-90-minutes.fr)，在那里你可以观看所有的内容，了解更多关于球队的组成，并在中场休息时听取教练的谈话。描述结果这部长达6分钟的纪录片虽然与Facebook的建议相去甚远，但却产生了500万的观看次数，其中46% 是有机的。以及该品牌前所未有的参与度。但最重要的是，这使成千上万的其他父母希望通过 #90MinuteChallenge与孩子一起锻炼。该品牌看到了消费者对它的看法的积极演变，在7条500评论中，99% 条是积极的。与竞争对手St Hubert Omega 3进行测试，“对健康有益” 类别上升10分，“对心脏有益” 类别上升12.5分。

90分钟挑战

案例简介：Why is this work relevant for Entertainment? “The 90-minute challenge” was born from a creative approach, where the content decided the format and not the other way around. The goal was to go beyond the brand’s rational arguments, seen on TV for 15 years, to create a real emotional connection with its consumers. The operation naturally gave rise to a 6-minute documentary, far from Facebook’s recommendations, but which generated an unprecedented engagement rate for the brand. Background According to the French Federation of Cardiology, only 1 in 3 French people have regular physical activity. Yet this activity is vital after a certain age. St Hubert Omega 3 margarine made it their mission to encourage people to exercise. The campaign’s objective wasn’t to promote the brand’s products, but its vision: for 15 years, St Hubert Omega 3, has always believed in the powers of omega 3 fatty acids and a healthy lifestyle to fight cardiovascular diseases. Diseases that still cause nearly 400 deaths a day in France. Describe the creative idea The more you take care of yourself, the more time you enjoy with your loved ones. St Hubert Omega 3 invited 11 fathers to rise to a unique challenge. For 3 months, they exercised with one single goal: to last a 90-minute match against their sons - 11 French football hopefuls, in training at the Girondins de Bordeaux, a historic Premier League club… and were coached by a former professional player (Yannick Stopyra, 33 appearances for France’s national team). The preparation took place in secret, to push the emotion to its peak, right up to the moment when the fathers came onto the pitch. A special rule was applied, to motivate the fathers to last…when a father can’t go on, his son must also go off. At the end of the match, only 5 fathers were left. But everybody really enjoyed the game. Describe the strategy St Hubert Omega 3 is a brand of margarine high in omega-3, fatty acids that are good for the heart. It is consumed by French people over 40, who are sensitive to the risks of cardiovascular disease. Men and women, who should engage in regular physical activity to take care of their hearts. But who don’t always find the motivation to do so. We therefore chose to go beyond the brand’s rational discourse and give our consumers an emotional reason to exercise - taking care of yourself, allows you to enjoy your loved ones for longer. Describe the execution The experience gave rise to a 6-minute documentary, sponsored via a Facebook event page (@Objectif90Minutes - @90MinuteChallenge) and broadcast from May 22nd to June 22nd. But also, a series of content: 3 short videos portraying 3 of the fathers from the film, a live film of the 90-minute match, commentated by the former star of French football, Marius Trésor, a website dedicated to the operation (www.objectif-90-minutes.fr), where you can watch all the content, find out more about the composition of the teams and listen to the coaches’ talk at half-time. Describe the outcome The 6-minute documentary, although far from Facebook’s recommendations, generated 5 million views, 46% of which were organic. And an unprecedented engagement rate for the brand. But above all, it made thousands of other parents want to exercise with their children via #90MinuteChallenge. The brand saw a positive evolution in how consumers perceived it, of the 7 500 comments, 99% were positive. Tested against its competitors St Hubert Omega 3 rose +10 points for the category “good for health” and +12.5 points for the category “good for the heart”.