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这一时刻
案例简介：结果 在 24 小时内，这个时刻有近 1500万的浏览量，并在 Facebook 上流行。两周后，它被命名为 2016 年最具病毒的广告之一，超过了已经活了 11 个月的广告。今天，一个时刻有超过 4200万的意见，370,000 喜欢和 285,000 股。即使是运行 5 分钟的幕后内容，也有 575,000 多次观看。该视频获得了 11亿以上的公关和社交印象，48% 的浏览量来自视频分享。最重要的是，莫顿的品牌对话提升了 245%，品牌好感度提升了 10%。从一家未被注意的、过时的盐公司到现代的、病毒性的开拓者，莫顿超越了所有的期望，实现了他们的目标，不仅重振了他们的品牌，而且吸引了世界的注意力。 战略 莫顿主要以 “仅仅是食盐” 而闻名，他希望通过对话和口碑从第一类别品牌转变为第一品牌。我们的任务是为品牌识别独特和现代的个性，提升莫顿超越盐，并将传统品牌转变为数字本土品牌。最重要的是，该品牌试图吸引最善变的观众之一: 千禧一代。因此，我们知道传统广告不会削减它。我们必须通过真正吸引人们的注意力来播下我们的信息 -- 而不是要求它。因此，我们利用了一个非传统的合作伙伴 -- OK Go -- 在社交媒体上独家发布了我们的内容。通过放弃传统广告、传统媒体计划和传统合作伙伴，莫顿直面了传统。通过这样做，我们找到了一种方法来吸引数百万人的注意力，同时将莫顿提升到不再被视为 “仅仅是盐”。 活动描述 莫顿盐是一个标志性品牌，但因为它在近 60 年里没有做任何重大广告，许多人认为它已经过时了。莫顿知道它需要让自己的品牌和产品再次相关。但是你如何让一些看似微不足道和商品化的东西成为值得谈论的盐？与 OK Go 合作是这个想法的第一个组成部分 -- 为一个有 168 年历史的盐品牌创造一些激进和非传统的东西。下一步是制作一个视频，提升莫顿几十年来一直在做的事情 -- 让小时刻变得更好、更光明。这是一个 4.2 秒的音乐视频，揭示了超过 4 分钟的令人瞠目结舌的奇迹。视频捕捉到了一些看似微不足道的东西 -- 就像盐一样 -- 仍然能产生惊人的影响。 执行 与 OK Go 合作并利用他们的粉丝群不仅使我们能够与千禧一代接触, 但也有助于通过使用 OK Go 拥有的频道作为我们媒体分发计划的一部分来最大化有限的媒体预算。在发布之前，OK Go 每天嘲笑内容。视频随后在 Facebook 上独家发布了 48 小时。由于视频的前 4.2 秒在视觉上是如此具有破坏性，因此视频本质上是设计为可跳过的，最大限度地提高了社交媒体上的观点和分享。视频之后是一个幕后视频和现场脸谱网问答活动，与主唱进一步吸引和吸引观众。社交发布会得到了哥伦比亚广播公司新闻附属公司的多媒体发布的称赞，以帮助扩大我们信息的覆盖面。为了完成媒体闪电战，OK Go 和 Stephen Colbert 一起在后期节目中表演。 概要 尽管莫顿盐被认为是 “仅仅是食盐”，但一个多世纪以来，它一直让日常生活变得更加美好。为了摆脱尘土飞扬的形象，这个 168 岁的品牌有意识地决定放弃传统广告，转而与一个不太可能的合作伙伴 -- 摇滚乐队 OK Go 联手。两人一起努力证明，即使是最小的时刻也能产生令人难以置信的影响，创造了一个 4.2 秒的音乐视频，揭示了超过四分钟的迷人奇迹。这个雄心勃勃、视觉上具有颠覆性的视频立即风靡全球，震动了莫顿，从橱柜后面来到了每个人的 Facebook 订阅源的顶端。这种大胆而非传统的方法不仅确保了莫顿的品牌和信息被看到，还负责将一个过时的、未谈论的盐品牌转变为一个现代的、与千禧一代相关的品牌, 但有数百万人观看和重新观看。
这一时刻
案例简介：Outcome Within 24 hours, The One Moment had almost 15 million views and was trending on Facebook. Two weeks later, it was named one of 2016’s most viral ads of the year, surpassing ads that had been live for 11 months longer. Today, The One Moment has over 42 million views, 370,000 likes and 285,000 shares. Even the behind-the-scenes content, which runs 5 minutes in length, has more than 575,000 views. The video garnered more than 1.1 billion PR and social impressions with 48% of all views being from video shares. Most importantly, Morton saw a 245% lift in brand conversations and a 10% uplift in brand favorability. From an unnoticed, outdated salt company to a modern, viral trailblazer, Morton surpassed all expectations and achieved their goal of not only reinvigorating their brand, but captivating the world’s attention. Strategy Known primarily for being ‘just table salt,’ Morton wanted to move from being a #1 category brand to a #1 brand via conversation and word of mouth. We were tasked with identifying a unique and modern personality for the brand, elevating Morton beyond salt, and transforming a traditional brand into a digital native. Most importantly, the brand sought to attract one of the most fickle audiences: millennials. Thus, we knew traditional ads weren’t going to cut it. We had to seed our message by genuinely captivating people’s attention—not demanding it. So we leveraged an untraditional partner—OK Go—and launched our content exclusively on social media. By forgoing a traditional ad, a traditional media plan, and a traditional partner, Morton flew in the face of convention. And in doing so, we found a way to capture the attention of millions while elevating Morton beyond being seen as ‘just salt’. CampaignDescription Morton Salt is an iconic brand, but because it hasn’t done any major advertising in nearly 60 years many people perceive it as outdated. Morton knew it needed to make its brand, and product, relevant again. But how do you make something as seemingly insignificant and commoditized as salt worth talking about? Partnering with OK Go was the first component of the idea—to create something radical and untraditional for a 168-year-old salt brand. The next step was to create a video that elevated what Morton has been doing for decades—making small moments better and brighter. This came to life in a 4.2 second music video that revealed over 4 minutes of jaw-dropping wonder. The video captured how something so seemingly small and insignificant—just like salt—could still hold an amazing amount of impact. Execution Working with OK Go and leveraging their fan base not only enabled us to engage with millennials, but also helped maximize a limited media budget by using OK Go’s owned channels as part of our media distribution plan. Leading up to launch, OK Go teased content daily. The video then launched exclusively on Facebook for the first 48 hours. As the first 4.2 seconds of the video are so visually disruptive, the video was essentially designed to be skippable-proof, maximizing views and shares on social media. The video was then followed by a behind-the-scenes video and live Facebook Q&A event with the lead singer to further engage and captivate audiences. The social launch was complimented by a multimedia release from CBS news affiliates to help magnify the reach of our message. And to complete the media blitz, OK Go performed on the Late Show with Stephen Colbert. Synopsis Despite being perceived as ‘just table salt,’ Morton Salt has been making small, everyday moments brighter for over a century. To shake off its dusty image, the 168-year-old brand consciously decided to forgo traditional ads and instead joined forces with an unlikely partner—rock band OK Go. Together, the two set out to prove that even the smallest moments can hold an incredible amount of impact, creating a 4.2 second music video that reveals over four minutes of mesmerizing wonder. The highly ambitious and visually disruptive video instantly went viral, jolting Morton from back-of-the-cupboard to the top of everyone’s Facebook feeds. Tasked with transforming an outdated, untalked-about salt brand into a modern, relevant brand amongst millennials, this bold and untraditional approach not only ensured Morton’s brand and message were seen, but watched and re-watched by millions of people.
The One Moment
案例简介：结果 在 24 小时内，这个时刻有近 1500万的浏览量，并在 Facebook 上流行。两周后，它被命名为 2016 年最具病毒的广告之一，超过了已经活了 11 个月的广告。今天，一个时刻有超过 4200万的意见，370,000 喜欢和 285,000 股。即使是运行 5 分钟的幕后内容，也有 575,000 多次观看。该视频获得了 11亿以上的公关和社交印象，48% 的浏览量来自视频分享。最重要的是，莫顿的品牌对话提升了 245%，品牌好感度提升了 10%。从一家未被注意的、过时的盐公司到现代的、病毒性的开拓者，莫顿超越了所有的期望，实现了他们的目标，不仅重振了他们的品牌，而且吸引了世界的注意力。 战略 莫顿主要以 “仅仅是食盐” 而闻名，他希望通过对话和口碑从第一类别品牌转变为第一品牌。我们的任务是为品牌识别独特和现代的个性，提升莫顿超越盐，并将传统品牌转变为数字本土品牌。最重要的是，该品牌试图吸引最善变的观众之一: 千禧一代。因此，我们知道传统广告不会削减它。我们必须通过真正吸引人们的注意力来播下我们的信息 -- 而不是要求它。因此，我们利用了一个非传统的合作伙伴 -- OK Go -- 在社交媒体上独家发布了我们的内容。通过放弃传统广告、传统媒体计划和传统合作伙伴，莫顿直面了传统。通过这样做，我们找到了一种方法来吸引数百万人的注意力，同时将莫顿提升到不再被视为 “仅仅是盐”。 活动描述 莫顿盐是一个标志性品牌，但因为它在近 60 年里没有做任何重大广告，许多人认为它已经过时了。莫顿知道它需要让自己的品牌和产品再次相关。但是你如何让一些看似微不足道和商品化的东西成为值得谈论的盐？与 OK Go 合作是这个想法的第一个组成部分 -- 为一个有 168 年历史的盐品牌创造一些激进和非传统的东西。下一步是制作一个视频，提升莫顿几十年来一直在做的事情 -- 让小时刻变得更好、更光明。这是一个 4.2 秒的音乐视频，揭示了超过 4 分钟的令人瞠目结舌的奇迹。视频捕捉到了一些看似微不足道的东西 -- 就像盐一样 -- 仍然能产生惊人的影响。 执行 与 OK Go 合作并利用他们的粉丝群不仅使我们能够与千禧一代接触, 但也有助于通过使用 OK Go 拥有的频道作为我们媒体分发计划的一部分来最大化有限的媒体预算。在发布之前，OK Go 每天嘲笑内容。视频随后在 Facebook 上独家发布了 48 小时。由于视频的前 4.2 秒在视觉上是如此具有破坏性，因此视频本质上是设计为可跳过的，最大限度地提高了社交媒体上的观点和分享。视频之后是一个幕后视频和现场脸谱网问答活动，与主唱进一步吸引和吸引观众。社交发布会得到了哥伦比亚广播公司新闻附属公司的多媒体发布的称赞，以帮助扩大我们信息的覆盖面。为了完成媒体闪电战，OK Go 和 Stephen Colbert 一起在后期节目中表演。 概要 尽管莫顿盐被认为是 “仅仅是食盐”，但一个多世纪以来，它一直让日常生活变得更加美好。为了摆脱尘土飞扬的形象，这个 168 岁的品牌有意识地决定放弃传统广告，转而与一个不太可能的合作伙伴 -- 摇滚乐队 OK Go 联手。两人一起努力证明，即使是最小的时刻也能产生令人难以置信的影响，创造了一个 4.2 秒的音乐视频，揭示了超过四分钟的迷人奇迹。这个雄心勃勃、视觉上具有颠覆性的视频立即风靡全球，震动了莫顿，从橱柜后面来到了每个人的 Facebook 订阅源的顶端。这种大胆而非传统的方法不仅确保了莫顿的品牌和信息被看到，还负责将一个过时的、未谈论的盐品牌转变为一个现代的、与千禧一代相关的品牌, 但有数百万人观看和重新观看。
The One Moment
案例简介：Outcome Within 24 hours, The One Moment had almost 15 million views and was trending on Facebook. Two weeks later, it was named one of 2016’s most viral ads of the year, surpassing ads that had been live for 11 months longer. Today, The One Moment has over 42 million views, 370,000 likes and 285,000 shares. Even the behind-the-scenes content, which runs 5 minutes in length, has more than 575,000 views. The video garnered more than 1.1 billion PR and social impressions with 48% of all views being from video shares. Most importantly, Morton saw a 245% lift in brand conversations and a 10% uplift in brand favorability. From an unnoticed, outdated salt company to a modern, viral trailblazer, Morton surpassed all expectations and achieved their goal of not only reinvigorating their brand, but captivating the world’s attention. Strategy Known primarily for being ‘just table salt,’ Morton wanted to move from being a #1 category brand to a #1 brand via conversation and word of mouth. We were tasked with identifying a unique and modern personality for the brand, elevating Morton beyond salt, and transforming a traditional brand into a digital native. Most importantly, the brand sought to attract one of the most fickle audiences: millennials. Thus, we knew traditional ads weren’t going to cut it. We had to seed our message by genuinely captivating people’s attention—not demanding it. So we leveraged an untraditional partner—OK Go—and launched our content exclusively on social media. By forgoing a traditional ad, a traditional media plan, and a traditional partner, Morton flew in the face of convention. And in doing so, we found a way to capture the attention of millions while elevating Morton beyond being seen as ‘just salt’. CampaignDescription Morton Salt is an iconic brand, but because it hasn’t done any major advertising in nearly 60 years many people perceive it as outdated. Morton knew it needed to make its brand, and product, relevant again. But how do you make something as seemingly insignificant and commoditized as salt worth talking about? Partnering with OK Go was the first component of the idea—to create something radical and untraditional for a 168-year-old salt brand. The next step was to create a video that elevated what Morton has been doing for decades—making small moments better and brighter. This came to life in a 4.2 second music video that revealed over 4 minutes of jaw-dropping wonder. The video captured how something so seemingly small and insignificant—just like salt—could still hold an amazing amount of impact. Execution Working with OK Go and leveraging their fan base not only enabled us to engage with millennials, but also helped maximize a limited media budget by using OK Go’s owned channels as part of our media distribution plan. Leading up to launch, OK Go teased content daily. The video then launched exclusively on Facebook for the first 48 hours. As the first 4.2 seconds of the video are so visually disruptive, the video was essentially designed to be skippable-proof, maximizing views and shares on social media. The video was then followed by a behind-the-scenes video and live Facebook Q&A event with the lead singer to further engage and captivate audiences. The social launch was complimented by a multimedia release from CBS news affiliates to help magnify the reach of our message. And to complete the media blitz, OK Go performed on the Late Show with Stephen Colbert. Synopsis Despite being perceived as ‘just table salt,’ Morton Salt has been making small, everyday moments brighter for over a century. To shake off its dusty image, the 168-year-old brand consciously decided to forgo traditional ads and instead joined forces with an unlikely partner—rock band OK Go. Together, the two set out to prove that even the smallest moments can hold an incredible amount of impact, creating a 4.2 second music video that reveals over four minutes of mesmerizing wonder. The highly ambitious and visually disruptive video instantly went viral, jolting Morton from back-of-the-cupboard to the top of everyone’s Facebook feeds. Tasked with transforming an outdated, untalked-about salt brand into a modern, relevant brand amongst millennials, this bold and untraditional approach not only ensured Morton’s brand and message were seen, but watched and re-watched by millions of people.
这一时刻
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The One Moment
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基本信息
- 广告战役： #Morton-设计与品牌-74c5#
- 广告品牌： Morton
- 发布日期： 2000
- 行业领域： 能源/化工 , 农用/农具 , 汽车/工具
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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