Buster the Boxer|短视频|广告营销案例【ADGuider广告指南】

巴斯特拳击手

案例简介：相关性这是英国一种激进的圣诞广告新方法的故事，利用约翰 · 刘易斯之前的圣诞活动的受欢迎程度，让我们有权将我们的广告视为有价值的内容。首次使用终极圣诞内容平台的突破性媒体意味着我们领先于咄咄逼人的竞争对手，并带来了我们有史以来最好的圣诞结果。战略就像任何必看的娱乐节目一样，我们需要创建一个 “随时随地” 的发布，人们可以随时随地吞噬和品尝我们的内容。这与之前的计划大相径庭，我们通过智能播种、完美发布和脉动活动将内容推出。这一次，我们围绕消费者的想法，随时向他们发送内容。我们发起了一场仅限社交的挑逗活动，预算是去年挑逗阶段的四倍，给了我们最大的接触和嗡嗡声的机会。电视现场广告成为了一种辅助媒体，运行精选现场来推动频率而不是达到，并支持我们的主要传播渠道… 结果 -圣诞节期间的销售额增长了 4.9%-该广告在 14 分钟内成为英国的头号广告，在一小时内成为全球第一的广告-超过 721,000 次在 24 小时内完成的独特下载记录-天空 EPG 平台上的所有单日下载记录 (击败既定编程,甚至比最近一季的《权力的游戏》更大)-# 巴斯特的趋势高于 # 圣诞节!(脸谱网 API)-在发布日，广告成为头号热门视频, 比 2015 和今年的任何其他圣诞广告都要快 -- YouTube 上全球最受欢迎的圣诞广告之一 -- 直接影响在商店、在线和媒体中感觉到, 超过 22,000 巴斯特的拳击手软玩具在头 2 小时内售出… 执行在一个独特的广告第一，我们与天空创建独家点播访问广告。有史以来第一次，一则广告而不是 “娱乐” 接管了天空 EPG (娱乐节目指南)，向 1200万户家庭提供广告, 每当他们想看的时候。我们包括为那些希望大肆宣传更多内容的人提供幕后支持。这种对 “点播” 娱乐平台的创新使用意味着就像你最喜欢的盒子一样，你可以随时查看广告，并沉浸在更多的内容中, 你想要多少次，在任何设备上。约翰 · 刘易斯的广告在 EPG 中以必看娱乐节目为荣，并以最创新的方式主导了所有圣诞广告和娱乐。活动描述圣诞节期间的广告已经开始了自己的生活。线条模糊了，广告成了娱乐。来自 YouTube 、 Facebook 和 Twitter 的数据显示，在过去的三年里，约翰 · 刘易斯圣诞广告的寿命越来越短。人们非常喜欢它。他们的圣诞狂欢只持续了 9 天。还有 29% 的广告浏览量发生在第一天!这种模式类似于上瘾，必须看到人们吞噬一系列并继续前进的盒子设置行为。我们需要约翰 · 刘易斯的广告表现得最受欢迎, 我们的广告模式从表现得像一个美丽的圣诞节内容，转变为表现得像必看的内容, 高度上瘾的权力游戏，人们把自己拉向。概要在广告屏蔽的背景下，圣诞节是一年中人们把广告视为娱乐而不是阻碍它的时候。约翰 · 刘易斯广告被认为是节日开始的标志。它是圣诞节的代名词，备受期待。毫无疑问，圣诞节是这个品牌最重要的时刻。它每年占总销售额的 20%，更重要的是占总利润的 40%。简单地说，这个时候生意是赢是输。多年来，其他品牌都跟随约翰 · 刘易斯的脚步，在圣诞节期间提高了他们的水平。随着竞争对手的提高，约翰 · 刘易斯需要找到一种脱颖而出并保护其业务的方法, 但是，由于只有 4% 的支出份额和五年来最低的预算，这一挑战再严峻不过了!

巴斯特拳击手

案例简介：Relevancy This is the story of a radical new approach to Christmas advertising in the UK, using the popularity of John Lewis’s previous Christmas campaigns to give us the right to treat our advertising like valuable content. A ground-breaking media first using the ultimate Christmas content platform meant we stayed ahead of the pack of aggressive competitors and led to our best ever Christmas results. Strategy Just like any must-see piece of entertainment we needed to create an ‘on demand’ launch where people could devour and savour our content whenever and wherever they wanted. This was a massive departure from previous planning where we pushed the content out through smart seeding, a perfect launch, and pulsing activity. This time, we crafted our idea around consumers pulling content towards them whenever they wished. We launched with a social-only tease campaign with four times the budget of the previous year’s tease stage, giving us the maximum opportunity for reach and buzz.TV spot advertising became a secondary medium, running select spots to drive frequency rather than reach, and serving to support our main communications channel… Outcome -Sales over the Christmas period were up by 4.9%-The ad was trending #1 in the UK in 14 minutes and globally within an hour-Over 721,000 combined unique downloads in 24hrs beating Sky’s download record-All-time single day download record on Sky EPG platform (beating established programming, even bigger than the latest season of Game of Thrones)-#Buster was trending above #Christmas! (Facebook API)-On launch day, the ad became the #1 trending video, quicker than 2015 and any other Christmas ad this year-#1 most viewed Christmas ad worldwide on YouTube-The immediate affect was felt in-store and online as well as within media, with over 22,000 Buster the Boxer soft toys sold in the first 2 hours… Execution In a unique advertising first, we partnered with SKY to create exclusive on demand access to the ad. For the first time ever a piece of piece of advertising rather than ‘entertainment’ took over the SKY EPG (entertainment program guide) to deliver the ad to 12 million households on demand, whenever they wished to see it. We included supporting behind-the-scenes content for those who wished to binge on more. This innovative use of the ‘on demand’ entertainment platform meant just like your favourite box set, you could view the ad as well as immerse yourself in more content whenever suited you, as many times as you wanted, across any device. The John Lewis ad took pride of place on the EPG next to must-see entertainment and dominated all Christmas advertising and entertainment in the most innovative way. CampaignDescription Advertising over Christmas had taken on a life of its own. The lines had blurred and the advertising had become the entertainment. Data from YouTube, Facebook and Twitter revealed that over the last three years, the life span of the John Lewis Christmas ad was getting shorter and shorter. People were quite literally bingeing on it. Their Christmas binge was lasting 9 days only. What’s more 29% of all ad views were happening in day 1! This model was similar to addictive, must see box set behaviour where people devour a series and move on. We needed the John Lewis ad to behave as the most sought after, binge worthy piece of entertainment and shift our advertising model from behaving as a beautiful piece of Christmas content pushed out to behaving as the must-see, highly-addictive Game of Thrones that people pull themselves towards. Synopsis Against the backdrop of ad blocking, Christmas is the one time of year when people view advertising as entertainment, rather than the thing getting in the way of it. John Lewis advertising is recognised as signalling the start of the festive season. It is synonymous with Christmas and is hotly anticipated. It is no surprise that Christmas is the most important time for the brand. It makes up 20% of total sales annually and even more important, 40% of total profits. Simply put the business is won or lost at this time.Over the years, other brands have followed in John Lewis’ footsteps and upped their game over Christmas. With competitors raising their game, John Lewis needed to find a way to stand out and protect its business, but with only 4% share of spend and the lowest budget in five years the challenge could not have been any tougher!

Buster the Boxer

案例简介：相关性这是英国一种激进的圣诞广告新方法的故事，利用约翰 · 刘易斯之前的圣诞活动的受欢迎程度，让我们有权将我们的广告视为有价值的内容。首次使用终极圣诞内容平台的突破性媒体意味着我们领先于咄咄逼人的竞争对手，并带来了我们有史以来最好的圣诞结果。战略就像任何必看的娱乐节目一样，我们需要创建一个 “随时随地” 的发布，人们可以随时随地吞噬和品尝我们的内容。这与之前的计划大相径庭，我们通过智能播种、完美发布和脉动活动将内容推出。这一次，我们围绕消费者的想法，随时向他们发送内容。我们发起了一场仅限社交的挑逗活动，预算是去年挑逗阶段的四倍，给了我们最大的接触和嗡嗡声的机会。电视现场广告成为了一种辅助媒体，运行精选现场来推动频率而不是达到，并支持我们的主要传播渠道… 结果 -圣诞节期间的销售额增长了 4.9%-该广告在 14 分钟内成为英国的头号广告，在一小时内成为全球第一的广告-超过 721,000 次在 24 小时内完成的独特下载记录-天空 EPG 平台上的所有单日下载记录 (击败既定编程,甚至比最近一季的《权力的游戏》更大)-# 巴斯特的趋势高于 # 圣诞节!(脸谱网 API)-在发布日，广告成为头号热门视频, 比 2015 和今年的任何其他圣诞广告都要快 -- YouTube 上全球最受欢迎的圣诞广告之一 -- 直接影响在商店、在线和媒体中感觉到, 超过 22,000 巴斯特的拳击手软玩具在头 2 小时内售出… 执行在一个独特的广告第一，我们与天空创建独家点播访问广告。有史以来第一次，一则广告而不是 “娱乐” 接管了天空 EPG (娱乐节目指南)，向 1200万户家庭提供广告, 每当他们想看的时候。我们包括为那些希望大肆宣传更多内容的人提供幕后支持。这种对 “点播” 娱乐平台的创新使用意味着就像你最喜欢的盒子一样，你可以随时查看广告，并沉浸在更多的内容中, 你想要多少次，在任何设备上。约翰 · 刘易斯的广告在 EPG 中以必看娱乐节目为荣，并以最创新的方式主导了所有圣诞广告和娱乐。活动描述圣诞节期间的广告已经开始了自己的生活。线条模糊了，广告成了娱乐。来自 YouTube 、 Facebook 和 Twitter 的数据显示，在过去的三年里，约翰 · 刘易斯圣诞广告的寿命越来越短。人们非常喜欢它。他们的圣诞狂欢只持续了 9 天。还有 29% 的广告浏览量发生在第一天!这种模式类似于上瘾，必须看到人们吞噬一系列并继续前进的盒子设置行为。我们需要约翰 · 刘易斯的广告表现得最受欢迎, 我们的广告模式从表现得像一个美丽的圣诞节内容，转变为表现得像必看的内容, 高度上瘾的权力游戏，人们把自己拉向。概要在广告屏蔽的背景下，圣诞节是一年中人们把广告视为娱乐而不是阻碍它的时候。约翰 · 刘易斯广告被认为是节日开始的标志。它是圣诞节的代名词，备受期待。毫无疑问，圣诞节是这个品牌最重要的时刻。它每年占总销售额的 20%，更重要的是占总利润的 40%。简单地说，这个时候生意是赢是输。多年来，其他品牌都跟随约翰 · 刘易斯的脚步，在圣诞节期间提高了他们的水平。随着竞争对手的提高，约翰 · 刘易斯需要找到一种脱颖而出并保护其业务的方法, 但是，由于只有 4% 的支出份额和五年来最低的预算，这一挑战再严峻不过了!

Buster the Boxer

案例简介：Relevancy This is the story of a radical new approach to Christmas advertising in the UK, using the popularity of John Lewis’s previous Christmas campaigns to give us the right to treat our advertising like valuable content. A ground-breaking media first using the ultimate Christmas content platform meant we stayed ahead of the pack of aggressive competitors and led to our best ever Christmas results. Strategy Just like any must-see piece of entertainment we needed to create an ‘on demand’ launch where people could devour and savour our content whenever and wherever they wanted. This was a massive departure from previous planning where we pushed the content out through smart seeding, a perfect launch, and pulsing activity. This time, we crafted our idea around consumers pulling content towards them whenever they wished. We launched with a social-only tease campaign with four times the budget of the previous year’s tease stage, giving us the maximum opportunity for reach and buzz.TV spot advertising became a secondary medium, running select spots to drive frequency rather than reach, and serving to support our main communications channel… Outcome -Sales over the Christmas period were up by 4.9%-The ad was trending #1 in the UK in 14 minutes and globally within an hour-Over 721,000 combined unique downloads in 24hrs beating Sky’s download record-All-time single day download record on Sky EPG platform (beating established programming, even bigger than the latest season of Game of Thrones)-#Buster was trending above #Christmas! (Facebook API)-On launch day, the ad became the #1 trending video, quicker than 2015 and any other Christmas ad this year-#1 most viewed Christmas ad worldwide on YouTube-The immediate affect was felt in-store and online as well as within media, with over 22,000 Buster the Boxer soft toys sold in the first 2 hours… Execution In a unique advertising first, we partnered with SKY to create exclusive on demand access to the ad. For the first time ever a piece of piece of advertising rather than ‘entertainment’ took over the SKY EPG (entertainment program guide) to deliver the ad to 12 million households on demand, whenever they wished to see it. We included supporting behind-the-scenes content for those who wished to binge on more. This innovative use of the ‘on demand’ entertainment platform meant just like your favourite box set, you could view the ad as well as immerse yourself in more content whenever suited you, as many times as you wanted, across any device. The John Lewis ad took pride of place on the EPG next to must-see entertainment and dominated all Christmas advertising and entertainment in the most innovative way. CampaignDescription Advertising over Christmas had taken on a life of its own. The lines had blurred and the advertising had become the entertainment. Data from YouTube, Facebook and Twitter revealed that over the last three years, the life span of the John Lewis Christmas ad was getting shorter and shorter. People were quite literally bingeing on it. Their Christmas binge was lasting 9 days only. What’s more 29% of all ad views were happening in day 1! This model was similar to addictive, must see box set behaviour where people devour a series and move on. We needed the John Lewis ad to behave as the most sought after, binge worthy piece of entertainment and shift our advertising model from behaving as a beautiful piece of Christmas content pushed out to behaving as the must-see, highly-addictive Game of Thrones that people pull themselves towards. Synopsis Against the backdrop of ad blocking, Christmas is the one time of year when people view advertising as entertainment, rather than the thing getting in the way of it. John Lewis advertising is recognised as signalling the start of the festive season. It is synonymous with Christmas and is hotly anticipated. It is no surprise that Christmas is the most important time for the brand. It makes up 20% of total sales annually and even more important, 40% of total profits. Simply put the business is won or lost at this time.Over the years, other brands have followed in John Lewis’ footsteps and upped their game over Christmas. With competitors raising their game, John Lewis needed to find a way to stand out and protect its business, but with only 4% share of spend and the lowest budget in five years the challenge could not have been any tougher!

巴斯特拳击手

暂无简介

Buster the Boxer

暂无简介

巴斯特拳击手

巴斯特拳击手

Buster the Boxer

Buster the Boxer

巴斯特拳击手

Buster the Boxer

基本信息

创作者

案例详情

项目比稿

创意策划

竞品调研

行业研究

推荐广告案例

Buster The Boxer

John Lewis, Buster The Boxer

John Lewis: Buster The Boxer by Adam&EveDDB

Buster The Boxer

礼物人人都爱 | Buster The Boxer

同广告品牌

太有“心”了！John Lewis圣诞广告《多点爱》

英国百货JOHN LEWIS圣诞节促销活动

John Lewis2011年圣诞广告：漫长的等待

同广告公司

Give The Rainbow

The Fall

Give The Rainbow

扫码关注公众号完成登录