The (Senior) Game Changers|海报/平面|广告营销案例【ADGuider广告指南】

(高级) 游戏改变者

案例简介：为什么这项工作与公关相关？我们看到了一个机会，通过在今年最大的游戏活动之一的中心进入我们的竞选工具，直接进入游戏社区的中心，用它作为我们竞选的跳板。它立即在世界各地传播，在铁杆游戏爱好者中传播，并在网站和一些社交媒体帖子的帮助下传播到公众中。背景情况: 对于目标受众对传统商业信息持高度怀疑态度的品牌来说，游戏市场是一个复杂、竞争激烈的舞台。对我们的客户联想来说，这更具挑战性，因为他们的预算远远低于我们的一些竞争对手。简介: 联想希望在社交媒体和游戏活动中销售他们的游戏硬件系列。我们的主要任务是与目标群体的品牌建立接触。由于游戏是一个非常困难和竞争激烈的行业，观众非常有选择性，我们被要求在有限的资源和预算下，围绕联想的游戏设备 “军团” 在我们的市场上创造意识和激活在线，忠实于品牌价值观 “与众不同更好”。我们的主要市场是瑞典和芬兰，但这项运动在全球范围内取得了成功，各地都有新市场。目标: 目标受众是18-30岁的年轻玩家。描述创意 (20% 的选票) 当每个科技品牌都在寻求推动下一个AR或VR发明时，我们以另一种方式看待，并以一种新的形状和形式体现了Lenovos品牌的标语 “与众不同更好”。我们创造了一种让养老金领取者作为游戏玩家的汽车，这与目标群体通常遇到和尊敬的情况相反。我们的经验丰富的战略随后在另外两个市场推出; 芬兰和俄罗斯，我们在瑞典银狙击手和芬兰灰枪手之间展开了一场战斗。老年游戏玩家团队在游戏社区取得了成功，不是因为他们的技能，而是为了尝试和拉近人们的距离。一个数字过载的群体与 “数字下层阶级” 有了联系。祖母们开始和孙子们玩。这些球队得到了主流媒体的认可，因为银狙击手、灰枪手和铁军团证明了游戏适合每个人。描述公关策略 (30% 的选票) 洞察: 当我们看电子竞技这个世界上发展最快的运动时，我们发现它作为一种文化主要吸引年轻男性 (10:1比例2018)，无论是玩还是跟随，不仅不包括妇女，也不包括老年人。但是游戏真的不是关于体力或者你是谁或者你来自哪里。任何人都应该能够参加。我们决定以这样一种方式来证明这一点，即通过创建一系列只由老年人组成的反击战团队，来加强联想在电子竞技社区的品牌。这样，我们可以通过实际参与来渗透游戏社区。关键消息: 联想的品牌系列是 “不同的更好”，我们想展示通过拥抱不同的游戏适合每个人。目标受众: 年轻游戏玩家18-30 资产: 数字频道和现场活动的一系列高级团队。描述PR执行 (20% 的选票) 实施/时间表: 我们看到了一个机会，通过在瑞典今年最大的游戏活动之一进入我们的竞选工具，直接进入游戏社区的中心，用它作为我们竞选的跳板。它立即在世界各地传播，在铁杆游戏爱好者中传播，并在网站和一些社交媒体帖子的帮助下传播到公众中。因此，我们在芬兰启动了另一个团队，在社交媒体上夜以继日地工作，并在该市场和生成媒体上重复成功。第三步是让两个团队通过Twitch以 “国家对国家” 的身份进行斗争，Twitch仅在一些社交媒体帖子的帮助下就吸引了70.000的浏览量。第四步是在瑞典的一场游戏赛事中重新比赛，然后是一次有各种赛事的世界巡回赛。第五步，推出更多团队。列出结果 (30% 的选票) 您必须至少包括以下两层: 当我们总结2018时，我们可以自豪地回顾来自游戏社区的巨大参与。我们的高级运动车辆已经突破了封闭的面向青年的游戏社区，并为数字世界中的老年人开辟了更光明的未来。在我们有限的预算下，他们与职业儿童比赛，接受采访，与政治家交谈，出售设备和商品，受到启发，被复制 (非常伟大) 并成为艺术。数字: 10.1亿独特的媒体印象 10赚媒体价值683 450美元 20分钟英国广播公司纪录片

(高级) 游戏改变者

案例简介：Why is this work relevant for PR? We saw an opportunity to reach right into the heart of the gaming community by entering our campaign vehicle at the center of one of the biggest gaming events of the year, using it as a springboard for our campaign. Instantly it spread around the world, among the hardcore gaming fans and out into the general public only aided by a website and some social media posts. Background Situation: The gaming market is a complex, highly competitive arena for brands where the target audience is highly sceptical to traditional commercial messages. For our client Lenovo it is even more challenging, as their budget is nowhere near some of our competitors. The Brief: Lenovo wants to market their gaming line of hardware in social media and at gaming events. Our main mission is to create engagement with the brand from the target group. As gaming is a very hard and competitive industry with an audience that is extremely selective we were asked to, with limited resources and budget, create awareness and activation online around Lenovo’s gaming equipment ‘Legion’ on our market, true to the brand values “Different is better”. Our main markets are Sweden and Finland, but the campaign has become a global success with new markets everywhere. Objective: The target audience is young gamers 18-30 yrs. Describe the creative idea (20% of vote) When every tech brand is looking to promote the next AR or VR invention we looked the other way and embodied Lenovos brand tagline “Different is better” in a new shape and form. We created a vehicle with pensioners as gamers that are the opposite of what the target group normally encounters and look up to. Our veteran strategy was then launched in two more markets; Finland and Russia and we created a battle between the Swedish Silver Snipers and the Finnish Grey Gunners. The teams of elderly gamers became a success in the gaming community, not because of their skills but for the sake of trying and bringing people closer together. A digitally overloaded group got connected with the "digital underclass". Grandmothers started playing with grandchildren. The teams got recognition in mainstream media as the Silver Snipers, Grey Gunners and Iron Legion proved that gaming is for everyone. Describe the PR strategy (30% of vote) Insight : When looking at e-sports, the fastest growing sport in the world, we found that it as a culture attracts mainly young men (10:1 ratio 2018), both playing and following, excluding not only women, but also older people. But gaming really isn’t about physical strength or about who you are or where you’re from. Anyone should be able to take part. And we decided to prove it in such a way that it would strengthen Lenovo’s brand in the e-sport community by creating a series of Counter Strike Teams only consisting of elderly people. This way, we could infiltrate the gaming community by actually taking part. Key message: Lenovo's brand line is "Different is better" and we wanted to show that by embracing different - gaming is for everyone. Target audience: Young gamers 18-30 Assets: A series of senior teams in digital channels and live events. Describe the PR execution (20% of vote) Implementation / timeline: We saw an opportunity to reach right into the heart of the gaming community by entering our campaign vehicle at one of the biggest gaming events of the year in Sweden, using it as a springboard for our campaign. Instantly it spread around the world, among the hardcore gaming fans and out into the general public only aided by a website and some social media posts. So we launched another team in Finland working around the clock in social media and repeated the success on that market and generating media. Step three was to have the two teams battle it out as a "nation vs nation" via Twitch which attracted 70.000 views only aided by a few social media posts. Step four was a re-match at a gaming event in Sweden followed by a world tour with various events. Step five, the launch of more teams. List the results (30% of vote) must include at least two of the following tiers: When we sum up 2018, we can proudly look back at huge engagement from the gaming community. Our senior campaign vehicles have breached the closed off youth oriented gaming community and opened up for a brighter future for elderly within a digital world. With our limited budget, they have played against pro kids, made interviews, spoken with politicians, sold equipment and merchandise, inspired, been copied (seriously great) and become art. Numbers: 1.01 billion unique media impressions 10 683 450 dollars worth of earned media 20 min BBC documentary