Live and Unedited|短视频|广告营销案例【ADGuider广告指南】

直播和未经编辑

案例简介：结果和有效性: 这一信息传达给了 1.8 消费者，我们 68% 的中高收入 30-44 岁的目标受众看到了这一信息七次，改变了态度，推动了新业务的首次直接传播。品牌差异化增长 10%。品牌势头上升 14%。回复率增加了惊人的 240%。经常账户对价上涨 7%。内部沟通团队现在使用 first direct live 作为内部沟通工具，帮助银行的服务对新客户更具吸引力。创意执行: 我们挖掘论坛、博客、评论线索和社交网络，获取客户所说的实时数据，包括正面和负面数据。这些结果被用来创建消费者对 first direct 的态度的实时地图，有多少人是积极的，有多少人是消极的。它们是我们品牌状态的视觉表现，每分钟都在变化，媒体才是真正的信息。这些地图可以作为社交网络上的小部件共享，并用于创建一个数字家庭活动，向世界广播这种独特的客户反馈。我们的地图作为实时数字广告在伦敦地铁、火车站和购物中心运行。与此同时，我们要求现有客户提供诚实的反馈，以创建更可信的内容。第一直接客户的未经编辑的话，有利和不利，在竞选网站上直播。见解、战略和想法: First direct 是另一种银行。它于 1989年推出，为客户提供了一种全新的关系。然而，到 2009，其他银行已经开始追赶，品牌差异化程度有所下降。我们的简报是在消费者对金融机构不信任的时候招募新客户。幸运的是，我们知道 first direct 真的与众不同: 客户真的很喜欢这家银行。这是英国最受推荐的银行。我们不能简单地告诉人们这一点，我们必须让品牌的最佳倡导者，它的客户，做到这一点。策略是显示不告诉。为了以可信的方式做到这一点，我们必须让我们的客户分享他们的正面和负面体验。我们将向世界广播他们未经编辑的评论，以创造一个完全透明的信息: 一个没有其他银行敢考虑的信息。

直播和未经编辑

案例简介：Results and Effectiveness: The message reached 1.8m consumers and 68% of our target audience of medium to upper income 30-44-year-olds saw the message seven times, changing attitudes and driving new business to first direct. Brand differentiation has increased 10%. Brand momentum is up 14%. Response rates have increased a staggering 240%. Current account consideration has risen 7%. The internal communications team is now using first direct live as an internal communication tool, helping make the bank’s service even more attractive to new customers. Creative Execution: We mined forums, blogs, comment threads and social networks for real-time data on what customers were saying, both positive and negative. The results were used to create real-time maps of consumer attitudes towards first direct, how many people were positive and how many were negative. They were a visual representation of the state of our brand, changing from minute to minute where the medium was truly the message. These maps were shareable as widgets on social networks and used to create a digital out of home campaign that would broadcast this unique customer feedback to the world. Our maps ran as live digital advertising on the London Underground, in train stations and shopping malls. At the same time we asked existing customers for honest feedback to create more credible content. The unedited words of first direct customers, both favourable and unfavourable, were transmitted live on the campaign website. Insights, Strategy and the Idea: first direct is a different kind of bank. Launched in 1989, it offered customers a completely new relationship. By 2009, however, other banks had started to catch up and the degree of brand differentiation had declined. Our brief was to recruit new customers at a time when consumers had no trust in financial institutions. Fortunately we knew that first direct really was different: customers really loved the bank. It was the most recommended bank in the UK. We couldn’t simply tell people this, we had to let the brand’s best advocates, its customers, do it. The strategy would be to show not tell. To do this in a credible way we had to let our customers share their experiences both positive and negative. We would broadcast their comments unedited to the world to create a totally transparent message: one that no other bank would dare to consider.