Kraft Foods: 2010 PRINCE'S HAPPY ADVENTURE|APP|广告营销案例【ADGuider广告指南】

卡夫食品: 2010 王子的快乐冒险

案例简介：结果和有效性: 价值份额: 营销价值份额在活动启动后从 1.01% (7月) 提升到 2.74% (8月)。它的价值份额增长 171%。外卖: 在大润发，在联合促销和 TVC 期间，王子脆皮更多的平均外卖是 225。比正常一周好 + 246%。数字绩效: 实际参与者总数 (个人知识产权) 达到 20,309,859，比计划 + 67%。每日在线时间达到 21.9，与计划相比 + 155%。销售业绩: + 77% vs.OB (2010。5 月-2010.11 月)。创意执行: 基于这个想法，我们发起了一项综合运动，有效地与孩子们交流和互动。在线: 与流行的儿童在线 SNS -- 奥比岛深入合作，创造一个王子星球，孩子们可以通过在线游戏体验王子的冒险。饼干代码的品牌和使用完全植入了奥运会。在游戏中使用包装上的 pin 码使用虚拟激励有助于实际销售。 TVC: 认为电视仍然是接触孩子的最有效的渠道。介绍产品属性以及它如何在孩子们的现实生活中作为一种特殊语言发挥作用。店内促销: POSM/促销是刺激试用和购买的最佳机会。我们开发了一系列 POSM，一本漫画书和带有饼干编码信息的 3D 贴纸被插入到包装中，让孩子们享受和分享。见解、战略和想法: 目标: -在中国推出一个全新的饼干品牌-并与年幼的孩子建立联系，这将导致产品的正常消费。目标受众: -6-9 岁的孩子，他们是中到重甜饼干零食用户，但不是王子用户; 他们选择饼干零食用于放学后或闲暇时间的自我消费。独特的见解: -孩子们喜欢玩得开心，喜欢和朋友在一起，通过产品新奇很容易吸引他们，但是很难吸引他们。想法: -卡夫推出了一个有 10 种不同形状的饼干品牌。我们给了这些形状 10 种不同的含义。这是一种独特的饼干代码，孩子们可以在现实生活中使用它来吸引他们，为他们提供一种特殊的语言来与朋友交流。我们以一种有趣的方式进入孩子们的世界，让王子成为他们最喜欢的小吃品牌。

卡夫食品: 2010 王子的快乐冒险

案例简介：Results and Effectiveness: Value Share: marketing value share has been lifted from 1.01%(July) to 2.74%(Aug) after the launch of the campaign. It grew 171% in it’s value share. Offtake: In RT-mart, the average off take of PRINCE Crispy More in Joint Promotion & TVC period was 225. It was +246% better than normal week. Digital Performance: Total actual participants (Individual IP) has achieved 20,309,859, +67% vs. plan. Daily online time reached 21.9, +155% vs. plan. Sales Performance: +77% vs. OB (2010. May - 2010.Nov). Creative Execution: Based on the idea, we launched an integrated campaign to communicate and engage with kids effectively. Online: In-depth cooperation with popular kids online SNS --- Aobi Island to create a PRINCE Planet, kids could experience the adventure with PRINCE via online games. Branding and usage of biscuit codes were fully implanted in the games. The utilization of virtual incentives in the game using the pin-code on the packs contributed to actual sales. TVC : Considered that TV is still the most effective channel to reach kids. To introduce the product attributes and how it can play as a special language in kids’ real life. In-store Promotion: POSM/promotion is the best opportunities to stimulate both trial and purchase. We developed a series of POSM, a comic book and 3D stickers with biscuit coding message were inserted in the pack for kids to enjoy and to share. Insights, Strategy and the Idea: Objectives: -To launch a brand new biscuit brand across China - and create a connection with young kids that will lead to regular consumption of the product. Target audience: -Kids aged 6-9, who are in the medium to heavy sweet biscuit snack users, but not PRINCE users; they choose biscuit snacks for self consumption after school or in leisure time. Unique Insight: - Kids love having fun and spending time with friends, it’s easy to attract them via product novelty, but it is difficult to engage them. The idea: -Kraft launched a biscuit brand with 10 different shapes. We gave the shapes 10 different meanings. It’s an unique biscuit codes that kids can use in real life to engage them, providing them a special language to communicate with friends. We entering kids’ world in a fun way and making PRINCE their favourite snack brand.