CHAOS IN YOUR TOWN|短视频|广告营销案例【ADGuider广告指南】

你城镇的混乱

案例简介：描述客户的简报在整个保险类别中，国营农场比任何其他保险公司为更多的客户提供更多的折扣，尤其是当投保人选择合并汽车、家庭和人寿保险时。目前，转换销售线索的最有效工具是在线报价过程。然而，让潜在投保人输入他们的邮政编码并开始报价过程可能是一个障碍。面对这一挑战，我们的任务是制定一项举措，激励消费者开始在线报价过程，并在他们的邮政编码内提供地理定位折扣。这一举措还需要强调国营农场的多产品线优势。创意执行虽然在顶部，“混乱状态” 战略性地提供了一个平台，以主题方式与目标进行多行信息，既有趣又相关。通过这种执行，品牌能够创造一种体验，克服进入的障碍，激发潜在的潜在客户输入他们的家庭地址，参与这种定制的电影体验, 并与他人分享。在观看他们的创作后，消费者有机会获得他们自己的保险报价，具体到他们的位置和家乡。描述简短/目标的创造性解决方案。解决方案的方法很简单。为人们想输入邮政编码并参与创造一个理由。考虑到这一点，该品牌推出了 “你的城镇中的混乱”，这是一种互动体验，允许用户创建一个混乱的城市, 电影大片通过谷歌街景和一个 30 英尺高的狂暴机器人主演了他们真正的家乡。通过输入他们的家庭地址, 用户被视为一个坎皮的短片，它遵循这种机械威胁，因为它沿着他们城镇的全景街道前进，并在用户家门口夸夸其谈。尽可能详细地描述结果。混乱状态导致在线报价增加 19%，几乎是该品牌设定的 10% 目标的两倍。此外，48.5% 到达 chaosyourtown.com 的人完成了体验，使国营农场以前的完成率基准增加了两倍。这一完成率转化为创作了超过 100 万部个性化电影和超过 120 的用户印象。在更广泛的社会背景下，900 多个博客上提到了混乱状态，并继续在迄今为止没有付费媒体支持的情况下产生额外的 200 用户印象。

你城镇的混乱

案例简介：Describe the brief from the client Across the insurance category State Farm offers more discounts to more customers than any other insurer, especially when policyholders choose to consolidate auto, home and life insurance. Currently, the most effective tool to convert leads is the online quote process. However, getting potential policyholders to input their zip code and begin the quote process can be a barrier. Faced with this challenge, we were tasked with developing an initiative that would motivate consumers to start the online quote process and conclude with geo-targeted discounts available within their zip code. This initiative also needed to highlight State Farm’s multi-product-line benefit. Creative Execution While over the top, 'State of Chaos' strategically provided a platform to thematically engage the target with a multi-line message that was both entertaining and relevant to them. Going big with this execution enabled the brand to create an experience that overcame the barriers to entry and motivated potential leads to input their home address to engage in this customised cinematic experience, and share it with others. After viewing their creation, consumers were met with the opportunity to obtain their own insurance quote specific to their location and home town. Describe the creative solution to the brief/objective. The solution was straightforward in its approach. Create a reason for people to want to input their zip code and engage. With this in mind, the brand launched 'Chaos in Your Town', an interactive experience that allowed users to create a chaos-wreaking, movie blockbuster starring their actual home town via Google Street View and a 30-foot rampaging robot. By typing in their home address, users were treated to a campy short film that follows this mechanical menace as it makes its way down the panoramic streets of their town and its bombastic conclusion at the user’s doorstep, literally. Describe the results in as much detail as possible. State of Chaos generated a 19% increase in online initiated quotes, almost doubling the 10% goal set by the brand. Additionally, 48.5% of all people who arrived at Chaosinyourtown.com completed the experience, tripling State Farm’s previous completion rate benchmark. This completion rate translated into the creation of more than 1m personalised films and over 120m user-generated impressions. And within the broader social context, State Of Chaos was mentioned on more than 900 blogs and has continued to generate an incremental 200m additional user-generated impressions with no paid media support to date.