Give The Rainbow|短视频|广告营销案例【ADGuider广告指南】

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给彩虹

案例简介：概要 Skittles 制作令人敬畏的、屡获殊荣的电视广告，但是仅仅做电视并不是很 Skittles。我们有一个很小的预算，但是我们想让人们谈论我们，通过削减类别惯例，支持一个接近我们彩虹色的心的事业，同性恋、双性恋和变性者的骄傲。活动描述当人们想到游戏时，他们会想到彩虹。它在包装上，它在糖果本身的颜色中，它在品牌的 “品尝彩虹” 口号中, 它是 shoittles 长期、受欢迎、多次获奖的全球电视活动的核心。但是彩虹也恰好是 LGBT 骄傲所代表的一切的最终象征。骄傲是一种包容的庆祝，跨越流行文化，每年都越来越大。2016 是争取包容的艰难一年 (佛罗里达州的悲惨枪击事件、英国退出欧盟和特朗普的崛起等等)，所以为了支持骄傲, skittles 决定放弃他们的彩虹，因为在骄傲期间只有一个彩虹很重要。结果在很小的媒体预算中，我们肯定会让人们谈论: 我们获得了 3100 万个印象，其中 56% (17 万) 是有机的。该运动被主要出版物如《镜子》、《小伙子圣经》、GQ 和骄傲本身我们在 80 多个国家和 339 个城市被看到和谈论这导致骄傲发布前的嗡嗡声增加了 470% (来源: You Gov)对更多无雨白色包装的需求如此之大，以至于我们在 2017年与英国零售商乐购一起创造了一个新的限量版。游行执行 2016年6月25日，伦敦骄傲日，我们的背包和所有媒体都被剥夺了。我们以一封公开的信开始了这一天，以骄傲地解释为什么我们放弃了我们的彩虹。然后，我们穿着黑白彩车参加了骄傲游行，沿途分发了特别限量版的 rainbowless 白色彩车包 (甚至连彩车本身都是白色的)。当游行穿过伦敦西区的中心地带时，沿途的每一个数字广告牌都展示了我们从彩虹到单色的脱衣舞，因为我们放弃了彩虹，放弃了骄傲。这封公开信也被变成了社交媒体的视频，宣布我们打算使用 # onerainbow 标签获得完全 starkers 的支持。在骄傲日期间，Skittles 网站和社交渠道也放弃了他们的彩虹。战略我们不能比我们特别骄傲通讯的措辞更好地表达这一点: “所以这有点尴尬，但是我们要继续向房间里的彩虹色大象讲话。你有彩虹…… 我们有彩虹…… 通常这只是壮汉多莉。但是这种骄傲，只有一条彩虹值得成为关注的中心 -- 你的。我们不会偷你的彩虹雷霆，没有 sire。这就是为什么这个周末，我们要放弃我们的彩虹。但是别担心，我们仍然会在那里和你一起庆祝每一分钟，我们会在做的时候变得非常耀眼。祝你有美好的一天，骄傲。从游戏。“所以对于 2016年的骄傲来说，游戏放弃了它著名的颜色，以确保焦点完全集中在一条重要的彩虹上…… 骄傲的。

给彩虹

案例简介：Synopsis Skittles make awesome, award-winning TV adverts, but JUST doing TV isn’t very Skittles. We had a tiny budget but wanted to get people talking about us by cutting through the category conventions and supporting a cause close to our Rainbow-coloured hearts, LGBT Pride. CampaignDescription When people think of Skittles, they think of the rainbow. It’s on the packaging, it’s in the colours of the sweets themselves, it’s in the brand’s “Taste the Rainbow” slogan, and it’s at the heart of Skittles long-running, popular, multi award-winning global TV campaigns.But the rainbow also happens to be the ultimate symbol of all that LGBT Pride stands for. Pride is a celebration of inclusion that reaches right across popular culture, getting bigger and bigger each year. 2016 was a hard year in the fight for inclusion (with the tragic shootings in Florida, Brexit and the rise of Trump to name but a few), so in support of Pride, Skittles decided to give up their rainbow, because during Pride only one rainbow matters. Outcome On a tiny media budget we certainly got people talking: • We drove 31m impressions, 56% of which (17m) were organic• Media cost per impression of £0.001• The campaign was picked up by major publications such as The Mirror, LAD Bible, GQ and Pride itself• We were seen and talked about in over 80 countries and 339 cities• This resulted in a 470% increase in buzz pre to post Pride (Source: You Gov)• There was so much demand for more rainbowless white packs that we are creating a new limited edition with number one British retailer Tesco in 2017• Skittles won best newcomer award at the Pride in London parade Execution On 25th June 2016, the day of London Pride, our packs and all our media stripped. We started the day with an open letter to Pride explaining why we were giving up our rainbow. We then joined the Pride parade in a black and white float, handing out special limited edition rainbowless white packets of Skittles along the way (even the Skittles themselves were white). As the parade passed right through the heart of London’s West End, every single digital billboard along the way showcased our striptease from rainbow to monochrome, as we gave up our rainbow to Pride. The open letter was also turned into a video for social media declaring our intent to get completely starkers in support, using the hashtag #onerainbow. The Skittles website and social channels all gave up their rainbow too for the duration of Pride day. Strategy We can’t put this better than the wording of our special Pride communications: “So this is kinda awkward, but we’re just gonna go ahead and address the rainbow-coloured elephant in the room. You have the rainbow … we have the rainbow … and usually that’s just hunky-dory. But this Pride, only one rainbow deserves to be the centre of attention – yours. And we’re not going to be the ones to steal your rainbow thunder, no siree. That’s why this weekend, we’re giving up our rainbow. But don’t worry, we’ll still be there to celebrate every colourful minute with you, we’ll just be completely starkers while we do it. Have a great day, Pride. From Skittles.”So for Pride in 2016 Skittles gave up its famous colours to ensure that the focus was squarely on the one rainbow that mattered…Pride's.