Get Lost in the West End|短视频|广告营销案例【ADGuider广告指南】

迷失在西区

案例简介：见解、战略和想法: 伦敦西区 (WE) 拥有世界级的商店、剧院、博物馆、米其林星级餐厅和绿地。它占伦敦国内生产总值的 1/5，300,000 个工作岗位和每年 60 亿英镑的零售支出。伦敦西区伙伴关系 (WEP) 每年有 2亿游客，依赖于旅游业，但 2010年游客减少了 4.6%。WEP 正在为 2012 届奥运会进行大量投资。我们的挑战是鼓励人们花时间探索该地区和我们提供的各种体验，并实现国家/国际新闻报道。8月的第一周是伦敦最繁忙的一周，有 1000万游客。我们给了他们一个在 We 中迷失的理由，然后奖励他们这样做。但是不同的文化对不同的伦敦资产做出了反应，所以我们派人们进行了一次小型的发现之旅，创造了伦敦西区的一个缩影，展示了该地区提供的一切。创意执行: 我们在西区特拉法尔加广场的中心创建了一个迷宫 -- 一个 30 米长、 2.5 米高的巨大迷宫。沿着每条道路，25 个古怪的事实被安装在世界著名的蓝色斑块上。在迷宫的中心，游客发现了一个隐藏的宝石 (娱乐、食物、音乐表演) 来突出在 WE 享受的活动。周一: 我们表演的明星。周二: 唐人街带着一条巨大的纸龙来到了迷宫。周三: 伦敦最好的裁缝修剪了迷宫。周四: 著名的皮亚蒂弦乐四重奏表演。周五: 60 年代的致敬乐队向卡纳比街、维斯帕和标志性照片展览致敬。世界各地的电视和广播报道了这个故事，从英国广播公司和独立电视台到中国中央电视台、俄罗斯的卡纳尔 1 台和五个美国频道。从美国到新西兰，国内和国际报纸都报道了这一事件。一个专门的社交媒体推动传播故事，消费者、旅游、博客、音乐、时尚、食物和戏剧网站报道了故事。结果和有效性: 5 天内有 35,000 人通过迷宫!•该地区的客流量 + 3.1% (年初至今)，销售额 + 7.5%。•英国、美国、俄罗斯、西班牙和中国的 12 个频道的电视报道。•1600万通过收音机听这个故事。•五天内超过 220 条通信渠道的覆盖范围。•YouTube 上出现了许多消费视频 -- 超过 20 个视频，浏览量超过 30,000。•对于不到 100,000 英镑的投资，该活动获得了超过 400万英镑的 pr值。•总发行量 6.02亿。•竞选媒体投资回报率为 38: 1。

迷失在西区

案例简介：Insights, Strategy and the Idea: London’s West End (WE) hosts a world-class mix of shops, theatres, museums, Michelin-star restaurants and green spaces. It accounts for 1/5 of London’s GDP, 300,000 jobs and retail spending of £6bn/year. With 200 million annual visitors, the West End Partnership (WEP) relies on tourism, yet visitors decreased 4.6% in 2010. The WEP is heavily investing in renewal for the 2012 Olympics. Our challenge was to encourage people to spend time exploring the area and the wide variety of experiences that the WE offers, and to achieve national/international press coverage. The first week of August is London’s busiest with 10 million visitors. We gave them a reason to get lost in the WE, and then rewarded them for doing so. But different cultures respond to different London assets, so we sent people on a mini-voyage of discovery, creating a microcosm of the West End showcasing all that the area offered. Creative Execution: We created a labyrinth – a giant maze 30m square, 2.5m tall – in the heart of the West End’s Trafalgar Square. Along each pathway, 25 quirky WE facts were mounted on world-famous blue plaques. At the maze’s center, visitors discovered a hidden gem (entertainment, food, musical performance) to highlight activities enjoyed in the WE. Monday: Stars from top WE shows performed. Tuesday: Chinatown arrived with a giant paper dragon weaving throughout the maze. Wednesday: London’s finest tailors trimmed the maze. Thursday: The renowned Piatti String Quartet performed. Friday: 60s tribute bands played homage to Carnaby Street, Vespas, and an exhibition of iconic photographs. TV and radio around the world covered the story, from BBC and ITV to China`s CCTV, Russia`s Kanal 1 and five US channels. National and international newspapers covered the event from the US to New Zealand. A dedicated social media push spread the story and consumer, travel, blogs, music, fashion, food and theatre sites covered the story. Results and Effectiveness: • +35,000 people passed through the maze in five days! • Footfall in the area +3.1% (year-to-date) and sales +7.5%. • TV coverage on 12 channels across the UK, USA, Russia, Spain and China. • 16 million listened to the story via radio. • Over 220 pieces of coverage across the communications channels in five days. • Numerous consumer videos appeared on YouTube – over 20 videos with views of over 30,000. • For less than £100,000 invested, the event secured a PR value over £4 million. • Total circulation of 602 million. • A campaign media ROI of 38:1.