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LG 小偷
案例简介：描述客户的简报 1月的 2012年，LG 推出了世界上最薄的电视，4毫米 OLED。目标是在内华达州拉斯维加斯举行的国际消费电子展 (CES) 之前，为 LG 宣称 OLED 及其厚度。 描述促销如何从概念发展到实施 我们利用目前流行的 “愚蠢的小偷” 、 “聪明的小偷” 病毒，创造了我们自己的小偷故事情节。我们聪明的小偷利用了电视令人难以置信的薄，带着安全摄像头看不见的电视离开了商店。我们选择不隐瞒这是一个广告，而是把品牌时刻作为电影结尾的一个微妙的眨眼。用小预算工作意味着没有资金来播种这部电影。相反，我们选择将这部电影放在少数对这部电影最感兴趣的网站上。 描述客户和消费者的成功促销，包括一些可量化的结果: 在消费电子展 (CES) 上，2,000,000 人观看了 LG OLED 的揭幕视频。YouTube 为它颁发了一枚热门金牌，在一周内，它在许多病毒式图表中排名第一。4 周后，合并的视图计数为 7,000,000。它在赚得的媒体上创造了 1,280,000 欧元，而没有在媒体上花费一欧元。观众没完没了地讨论它，数百个博客发布了它，传播视频并将其与 CES 的介绍联系起来。LG 现在与世界各地消费者心目中的 “slim” 、 “oled” 和 “television” 有着千丝万缕的联系。 解释为什么促销方法与产品或服务最相关 这一促销活动的洞察力是，购买电视的方向和决策仍然是一个主要的男性事务。这些消费者主要从互联网、品味者和朋友那里获得信息。此外，男人喜欢某种类型的有趣视频，并喜欢在网上分享。这导致了通过互联网病毒激活世界上最苗条的电视的战略选择。
LG 小偷
案例简介：Describe the brief from the client In January of 2012 LG introduced the world’s slimmest television, the 4mm OLED. The objective was to claim OLED and its thinness for LG before the International Consumer Electronics Show (CES) in Las Vegas, Nevada. Describe how the promotion developed from concept to implementation We leveraged the current popularity of ‘Dumb thief’, ‘Smart thief’ virals and created our own thief storyline. Our smart thief used the incredible thinness of the TV to his advantage, exiting the store with the TV unseen by security cameras. We chose not to hide that it was an ad, instead placing the brand moment as a subtle wink at the end of the film. Working with a small budget meant there were no funds for seeding the film. We instead chose to place the film on a handful of sites that would be most interested in the work. Describe the success of the promotion with both client and consumer including some quantifiable results: At the unveiling of the LG OLED at the Consumer Electronics Show (CES) 2,000,000 people had watched the video. YouTube awarded it a Trending Gold Medal and for 1 week it was the No.1 in many viral charts. After 4 weeks the combined view count was 7,000,000. It generated €1,280,000 in earned media, without spending a single euro on media. Viewers endlessly discussed it, hundreds of blogs posted it, spreading and linking the video with the introduction at CES. And LG is now inextricably linked with ‘slim’, ‘OLED’ and ‘television’ in the minds of consumers all over the world. Explain why the method of promotion was most relevant to the product or service The insight for this promotion was that the orientation and decision making of a television purchase is still a predominantly male affair. These consumers get their information mostly from the Internet, tastemakers and friends. In addition, men like a certain type of funny videos and enjoy sharing them online. This lead to the strategic choice of activating the world’s slimmest television through an Internet viral.
LG THIEF
案例简介：描述客户的简报 1月的 2012年，LG 推出了世界上最薄的电视，4毫米 OLED。目标是在内华达州拉斯维加斯举行的国际消费电子展 (CES) 之前，为 LG 宣称 OLED 及其厚度。 描述促销如何从概念发展到实施 我们利用目前流行的 “愚蠢的小偷” 、 “聪明的小偷” 病毒，创造了我们自己的小偷故事情节。我们聪明的小偷利用了电视令人难以置信的薄，带着安全摄像头看不见的电视离开了商店。我们选择不隐瞒这是一个广告，而是把品牌时刻作为电影结尾的一个微妙的眨眼。用小预算工作意味着没有资金来播种这部电影。相反，我们选择将这部电影放在少数对这部电影最感兴趣的网站上。 描述客户和消费者的成功促销，包括一些可量化的结果: 在消费电子展 (CES) 上，2,000,000 人观看了 LG OLED 的揭幕视频。YouTube 为它颁发了一枚热门金牌，在一周内，它在许多病毒式图表中排名第一。4 周后，合并的视图计数为 7,000,000。它在赚得的媒体上创造了 1,280,000 欧元，而没有在媒体上花费一欧元。观众没完没了地讨论它，数百个博客发布了它，传播视频并将其与 CES 的介绍联系起来。LG 现在与世界各地消费者心目中的 “slim” 、 “oled” 和 “television” 有着千丝万缕的联系。 解释为什么促销方法与产品或服务最相关 这一促销活动的洞察力是，购买电视的方向和决策仍然是一个主要的男性事务。这些消费者主要从互联网、品味者和朋友那里获得信息。此外，男人喜欢某种类型的有趣视频，并喜欢在网上分享。这导致了通过互联网病毒激活世界上最苗条的电视的战略选择。
LG THIEF
案例简介：Describe the brief from the client In January of 2012 LG introduced the world’s slimmest television, the 4mm OLED. The objective was to claim OLED and its thinness for LG before the International Consumer Electronics Show (CES) in Las Vegas, Nevada. Describe how the promotion developed from concept to implementation We leveraged the current popularity of ‘Dumb thief’, ‘Smart thief’ virals and created our own thief storyline. Our smart thief used the incredible thinness of the TV to his advantage, exiting the store with the TV unseen by security cameras. We chose not to hide that it was an ad, instead placing the brand moment as a subtle wink at the end of the film. Working with a small budget meant there were no funds for seeding the film. We instead chose to place the film on a handful of sites that would be most interested in the work. Describe the success of the promotion with both client and consumer including some quantifiable results: At the unveiling of the LG OLED at the Consumer Electronics Show (CES) 2,000,000 people had watched the video. YouTube awarded it a Trending Gold Medal and for 1 week it was the No.1 in many viral charts. After 4 weeks the combined view count was 7,000,000. It generated €1,280,000 in earned media, without spending a single euro on media. Viewers endlessly discussed it, hundreds of blogs posted it, spreading and linking the video with the introduction at CES. And LG is now inextricably linked with ‘slim’, ‘OLED’ and ‘television’ in the minds of consumers all over the world. Explain why the method of promotion was most relevant to the product or service The insight for this promotion was that the orientation and decision making of a television purchase is still a predominantly male affair. These consumers get their information mostly from the Internet, tastemakers and friends. In addition, men like a certain type of funny videos and enjoy sharing them online. This lead to the strategic choice of activating the world’s slimmest television through an Internet viral.
LG 小偷
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LG THIEF
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