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过时枕头
案例简介：结果和有效性: 我们的想法改变了整个公司。从他们使用的机器和生产线，到包装、广告和销售的方式。更重要的是，它改变了人们对枕头放置时间过长的看法。在活动的那一周，销售额飙升，使 Tontine 的常规销售额增加了 345%。也许更重要的是，销售增长保持了平均每周 50%。这证明了三件事: 1) 真正突破想法的力量，2) 短期闪电战可以产生长期影响，3) 日期印枕头正在维持销售 -- 它本身就是一种媒介。 创意执行: 一个改变商业的想法，也是一个媒体的想法: 我们为唐汀枕头创建了一个 “之前最好” 的邮票; 一个努力工作的媒介，作为一个不断提醒。但是仅仅邮票不足以改变你的枕头。我们需要媒体让他们无法继续睡在他们现在的枕头上。我们创造了一个激烈的 5 天媒体激活: a) 利用媒体频道在就寝时间附近的力量 -- 让观众很难在那天晚上睡觉。B) 使用早餐媒体提醒人们醒来时 -- 触发对话和购买。创造性的处决是根据一天中的特定时间和媒体环境量身定制的。我们使用集中重量和令人不安的内容相结合来增加付费媒体的覆盖面。激活从周三晚上开始，直到周末，我们有一个综合零售活动。 见解、战略和想法: 目的: 澳大利亚最大的枕头制造商有一个问题; 人们没有经常更换枕头。尽管先前的研究发现污渍是更换枕头的最大原因，但人们对他们最喜欢的枕头的爱是盲目的。我们需要唤醒这个类别，并触发立即购买 (+ 30% 销售目标)。挑战: 你不能低估人们与枕头的亲密关系 -- 承认它; 哭成这样; 拥抱它。然而，他们没有信号; 没有惯例; 不知道什么时候换枕头。我们如何让人们立即重新评估他们与枕头的关系，并刺激购买？洞察: 两年后，一个枕头包含了一个完整的死皮细胞生态系统，以及以它们为食的虫子和真菌。我们需要揭露这个丑陋的事实，并制造消费者问题。然后用一个 “只有 tonty” 的长期解决方案来回答这个问题。
过时枕头
案例简介：Results and Effectiveness: Our idea changed the entire company. From the machinery they use and the production line, to the way they are packaged, advertised and sold. More importantly, it changed peoples’ perceptions about keeping pillows for too long. During the week of the campaign, sales rocketed giving Tontine +345% increase on regular sales. Perhaps more importantly, the sales growth has maintained averaging +50% per week. This proves 3 things: 1) the strength of a genuine breakthrough idea, 2) a short term blitz can have long term effect, 3) the date stamped pillow is sustaining sales – it’s a medium in and of itself. Creative Execution: A business changing idea that’s also a media idea: We created a ‘best before’ stamp for Tontine pillows; a hard working medium that acts as a constant reminder. But a stamp alone is not sufficient reason to change your pillow. We needed media to make it impossible for them to continue sleeping on their current pillow. We created an intense 5-day media activation that: a) Leveraged the power of media channels close to bedtime - making it difficult for the audience to sleep that night. b) Used breakfast media to remind people when they woke up - to trigger conversation and purchase. Creative executions were tailored to the specific time of day and media context. We used the combination of concentrated weight and unsettling content to multiply the reach of paid media. The activation started on Wednesday evening leading up to the weekend when we had an integrated retail event. Insights, Strategy and the Idea: Objective: The biggest pillow manufacturer in Australia had a problem; people weren’t changing their pillows often enough. Even though prior research found stains to be the biggest reason to change pillows, people’s love for their favourite pillow was blind. We needed to awaken the category and trigger immediate purchase (+30% sales target). Challenge: You can’t underestimate the intimate relationship people have with their pillow – confessing to it; crying into it; hugging it. However, they have no signal; no convention; no way of knowing when to change their pillow. How do we get people to immediately reassess their relationship with their pillow and stimulate purchase? Insight: After 2 years a pillow contains an entire eco-system of dead skin cells and the bugs and fungi that feed on them. We needed to expose this ugly truth and create a consumer problem. And then answer that with an ‘only-Tontine’ long term solution.
Dated Pillows
案例简介：结果和有效性: 我们的想法改变了整个公司。从他们使用的机器和生产线，到包装、广告和销售的方式。更重要的是，它改变了人们对枕头放置时间过长的看法。在活动的那一周，销售额飙升，使 Tontine 的常规销售额增加了 345%。也许更重要的是，销售增长保持了平均每周 50%。这证明了三件事: 1) 真正突破想法的力量，2) 短期闪电战可以产生长期影响，3) 日期印枕头正在维持销售 -- 它本身就是一种媒介。 创意执行: 一个改变商业的想法，也是一个媒体的想法: 我们为唐汀枕头创建了一个 “之前最好” 的邮票; 一个努力工作的媒介，作为一个不断提醒。但是仅仅邮票不足以改变你的枕头。我们需要媒体让他们无法继续睡在他们现在的枕头上。我们创造了一个激烈的 5 天媒体激活: a) 利用媒体频道在就寝时间附近的力量 -- 让观众很难在那天晚上睡觉。B) 使用早餐媒体提醒人们醒来时 -- 触发对话和购买。创造性的处决是根据一天中的特定时间和媒体环境量身定制的。我们使用集中重量和令人不安的内容相结合来增加付费媒体的覆盖面。激活从周三晚上开始，直到周末，我们有一个综合零售活动。 见解、战略和想法: 目的: 澳大利亚最大的枕头制造商有一个问题; 人们没有经常更换枕头。尽管先前的研究发现污渍是更换枕头的最大原因，但人们对他们最喜欢的枕头的爱是盲目的。我们需要唤醒这个类别，并触发立即购买 (+ 30% 销售目标)。挑战: 你不能低估人们与枕头的亲密关系 -- 承认它; 哭成这样; 拥抱它。然而，他们没有信号; 没有惯例; 不知道什么时候换枕头。我们如何让人们立即重新评估他们与枕头的关系，并刺激购买？洞察: 两年后，一个枕头包含了一个完整的死皮细胞生态系统，以及以它们为食的虫子和真菌。我们需要揭露这个丑陋的事实，并制造消费者问题。然后用一个 “只有 tonty” 的长期解决方案来回答这个问题。
Dated Pillows
案例简介：Results and Effectiveness: Our idea changed the entire company. From the machinery they use and the production line, to the way they are packaged, advertised and sold. More importantly, it changed peoples’ perceptions about keeping pillows for too long. During the week of the campaign, sales rocketed giving Tontine +345% increase on regular sales. Perhaps more importantly, the sales growth has maintained averaging +50% per week. This proves 3 things: 1) the strength of a genuine breakthrough idea, 2) a short term blitz can have long term effect, 3) the date stamped pillow is sustaining sales – it’s a medium in and of itself. Creative Execution: A business changing idea that’s also a media idea: We created a ‘best before’ stamp for Tontine pillows; a hard working medium that acts as a constant reminder. But a stamp alone is not sufficient reason to change your pillow. We needed media to make it impossible for them to continue sleeping on their current pillow. We created an intense 5-day media activation that: a) Leveraged the power of media channels close to bedtime - making it difficult for the audience to sleep that night. b) Used breakfast media to remind people when they woke up - to trigger conversation and purchase. Creative executions were tailored to the specific time of day and media context. We used the combination of concentrated weight and unsettling content to multiply the reach of paid media. The activation started on Wednesday evening leading up to the weekend when we had an integrated retail event. Insights, Strategy and the Idea: Objective: The biggest pillow manufacturer in Australia had a problem; people weren’t changing their pillows often enough. Even though prior research found stains to be the biggest reason to change pillows, people’s love for their favourite pillow was blind. We needed to awaken the category and trigger immediate purchase (+30% sales target). Challenge: You can’t underestimate the intimate relationship people have with their pillow – confessing to it; crying into it; hugging it. However, they have no signal; no convention; no way of knowing when to change their pillow. How do we get people to immediately reassess their relationship with their pillow and stimulate purchase? Insight: After 2 years a pillow contains an entire eco-system of dead skin cells and the bugs and fungi that feed on them. We needed to expose this ugly truth and create a consumer problem. And then answer that with an ‘only-Tontine’ long term solution.
过时枕头
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Dated Pillows
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