Altcourt|短视频|广告营销案例【ADGuider广告指南】

阿尔特库尔

案例简介：执行正如 ALT Court 事件旨在重塑网球比赛一样，它的视觉识别旨在利用其关键资产重塑加拿大国家银行的品牌,然后创造性地适应和部署他们的年轻观众。使用国家银行标志和网球场轮廓上的 “旗帜” 设计作为我们的出发点，我们以创造性的方式将这些资产部署在众多 Alt court 品牌形象元素上, 包括标签，网球，裁判的椅子，墙壁图案，服装,游戏桌等等。其结果是一个全面而有凝聚力的品牌系统，以原创和创造性的方式生活 -- 同时始终保持高度的知名度和加拿大国家银行的所有权。概要 2016 年，加拿大国家银行希望重振其对罗杰斯杯的长期赞助 -- 加拿大首屈一指的 ATP 网球锦标赛。具体来说，该银行希望与千禧一代接触，让他们对网球感到兴奋 -- 网球这项运动对年轻观众来说往往显得乏味和稳重。预算约为 500,000 罐美元,简报包括利用银行对罗杰斯杯的投资，并找到一种方法在 20 至 35 岁的蒙特勒人中引起轰动 -- 这个目标群体在网球锦标赛中代表性不足 -网站和电视观众。更具体地说,目标如下: 1-在千禧一代中建立加拿大国家银行的意识, 不疏远其他目标 groups2-Position 国家银行作为千禧一代的相关品牌 3-加强加拿大国家银行和体育之间的联系网球战略该策略围绕着 “改变游戏” 的概念，即接受一些看起来陌生或疏远的东西，并扭转它，使其具有吸引力和相关性。总的想法是，如果加拿大国家银行可以为网球做这件事，它也可以为银行业做这件事。简而言之，我们希望将国家银行定位为一个大胆的、有前瞻性的机构，能够适应不同的受众，并在任何情况下 -- 从字面上 -- 跳出框框思考。这完全符合我们的目标受众，即 18 至 35 岁的男性和女性,他们要求所有与他们打交道的品牌的相关性和平易近人。活动描述罗杰斯杯是一项备受瞩目的国际赛事，吸引了大量媒体报道，为高端知名度提供了强大的潜力。我们的策略是创建一个与锦标赛相关的卫星赛事，但又有足够的差异化来吸引新的观众。这个活动被称为 ALT Court，被设计为一个只有邀请的夜晚，由我们的目标观众熟知的千禧一代影响者参加。一部分是夜总会，一部分是艺术装置，完全是原创的，ALT Court 被认为是高科技, 高强度的聚会，网球的传统规则和惯例被完全改造和改造，利用设计、品牌、艺术、时尚和音乐元素创造独特的体验。结果这一品牌倡议给加拿大国家银行千年目标带来了强劲的推动，同时巩固了其与罗杰斯杯网球锦标赛的长期伙伴关系。当晚有知名影响者参加，他们在社交媒体上报道了这一事件，产生了大约 200,000 次 Instagram 互动,400,000 # ALTCourt 转发和超过 140,000 次视频浏览 -- 超过既定目标的近 200%。官方的 ALT Court 事件视频在锦标赛网站的在线和大屏幕上播放，总共获得了 260万次观看，超过目标的 160%。国家银行能够改变千禧一代的观念，让他们对其产品感兴趣。在大多伦多 -- 该银行的千年市场份额较弱 -- 近 25% 25 至 34 岁的居民看到了视频, 其中近 44% 的人表现出足够的兴趣，试图了解更多关于国家银行产品的信息。

阿尔特库尔

案例简介：Execution Just as the ALT Court event was designed to reinvent the game of tennis, its visual identity was designed to reinvent the National Bank of Canada’s branding by leveraging its key assets, and then creatively adapting and deploying them for a younger audience.Using the “flag” design on the National Bank logo and a tennis court outline as our starting points, we deployed these assets in creative ways on a multitude of Alt Court brand image elements, including hashtags, tennis balls, umpire’s chairs, wall patterns, clothing, game tables and more. The result was a comprehensive and cohesive branding system that was brought to life in original and creative ways – while always staying highly recognizable and ownable for the National Bank of Canada. Synopsis In 2016, the National Bank of Canada was looking to revitalize its long-standing sponsorship of the Rogers Cup – Canada’s premier ATP tennis tournament. Specifically, the bank wanted to reach out to millennials and get them excited about tennis – a sport that can often seem stodgy and sedate to younger audiences.With a budget of approximately CAN$500,000, the brief consisted in leveraging the bank’s investment in the Rogers Cup and find a way to generate buzz among Montrealers aged 20 to 35 – a target group that’s largely underrepresented among the tennis tournament’s on-site and TV audiences.More specifically, the objectives were as follows:1-Build awareness for the National Bank of Canada among millennials, without alienating other target groups2-Position the National Bank as a relevant brand for millennials 3-Reinforce the association between the National Bank of Canada and the sport of tennis Strategy The strategy revolved around the concept of “changing the game,” i.e., taking something that might seem foreign or alienating and twisting it around to make it attractive and relevant. The overarching idea was that if the National Bank of Canada could do that for tennis, it could also do it for banking. In short, we wanted to position the National Bank as a bold, forward-thinking institution that can adapt its offering to different audiences and—literally—think outside the box in any situation.This fit perfectly with our target audience, i.e., men and women between the ages of 18 and 35, who demand relevance and approachability from all the brands they deal with. CampaignDescription The Rogers Cup is a high-profile international tournament that draws a lot of media coverage, offering a strong potential for premium visibility. Our strategy consisted in creating a satellite event that would be associated with the tournament, yet differentiated enough to attract a new audience.Called ALT Court, this event was designed as an invitation-only evening attended by millennial influencers well known to our target audience. Part nightclub, part art installation, and completely original, ALT Court was conceived as a high-tech, high-intensity gathering where the traditional rules and conventions of tennis were completely reworked and revamped to create a unique experience using elements of design, branding, art, fashion and music. Outcome This branding initiative gave the National Bank of Canada a strong boost with its millennial target, while solidifying its long-term partnership with the Rogers Cup tennis tournament.The evening was attended by high-profile influencers who covered the event on social media, generating some 200,000 Instagram interactions, 400,000 #ALTCourt re-tweets and over 140,000 video views – nearly 200% over the stated objectives. The official ALT Court event video was shown both online and on giant screens on the tournament site, garnering a total of 2.6 million views – over 160% above target.The National Bank was able to change the perceptions of millennials and get them interested in its offering. In Greater Toronto – where the bank’s millennial market share was weaker – nearly 25% of residents aged 25 to 34 saw the video, and nearly 44% of these people demonstrated enough interest to try to find out more about National Bank products.

Altcourt

案例简介：执行正如 ALT Court 事件旨在重塑网球比赛一样，它的视觉识别旨在利用其关键资产重塑加拿大国家银行的品牌,然后创造性地适应和部署他们的年轻观众。使用国家银行标志和网球场轮廓上的 “旗帜” 设计作为我们的出发点，我们以创造性的方式将这些资产部署在众多 Alt court 品牌形象元素上, 包括标签，网球，裁判的椅子，墙壁图案，服装,游戏桌等等。其结果是一个全面而有凝聚力的品牌系统，以原创和创造性的方式生活 -- 同时始终保持高度的知名度和加拿大国家银行的所有权。概要 2016 年，加拿大国家银行希望重振其对罗杰斯杯的长期赞助 -- 加拿大首屈一指的 ATP 网球锦标赛。具体来说，该银行希望与千禧一代接触，让他们对网球感到兴奋 -- 网球这项运动对年轻观众来说往往显得乏味和稳重。预算约为 500,000 罐美元,简报包括利用银行对罗杰斯杯的投资，并找到一种方法在 20 至 35 岁的蒙特勒人中引起轰动 -- 这个目标群体在网球锦标赛中代表性不足 -网站和电视观众。更具体地说,目标如下: 1-在千禧一代中建立加拿大国家银行的意识, 不疏远其他目标 groups2-Position 国家银行作为千禧一代的相关品牌 3-加强加拿大国家银行和体育之间的联系网球战略该策略围绕着 “改变游戏” 的概念，即接受一些看起来陌生或疏远的东西，并扭转它，使其具有吸引力和相关性。总的想法是，如果加拿大国家银行可以为网球做这件事，它也可以为银行业做这件事。简而言之，我们希望将国家银行定位为一个大胆的、有前瞻性的机构，能够适应不同的受众，并在任何情况下 -- 从字面上 -- 跳出框框思考。这完全符合我们的目标受众，即 18 至 35 岁的男性和女性,他们要求所有与他们打交道的品牌的相关性和平易近人。活动描述罗杰斯杯是一项备受瞩目的国际赛事，吸引了大量媒体报道，为高端知名度提供了强大的潜力。我们的策略是创建一个与锦标赛相关的卫星赛事，但又有足够的差异化来吸引新的观众。这个活动被称为 ALT Court，被设计为一个只有邀请的夜晚，由我们的目标观众熟知的千禧一代影响者参加。一部分是夜总会，一部分是艺术装置，完全是原创的，ALT Court 被认为是高科技, 高强度的聚会，网球的传统规则和惯例被完全改造和改造，利用设计、品牌、艺术、时尚和音乐元素创造独特的体验。结果这一品牌倡议给加拿大国家银行千年目标带来了强劲的推动，同时巩固了其与罗杰斯杯网球锦标赛的长期伙伴关系。当晚有知名影响者参加，他们在社交媒体上报道了这一事件，产生了大约 200,000 次 Instagram 互动,400,000 # ALTCourt 转发和超过 140,000 次视频浏览 -- 超过既定目标的近 200%。官方的 ALT Court 事件视频在锦标赛网站的在线和大屏幕上播放，总共获得了 260万次观看，超过目标的 160%。国家银行能够改变千禧一代的观念，让他们对其产品感兴趣。在大多伦多 -- 该银行的千年市场份额较弱 -- 近 25% 25 至 34 岁的居民看到了视频, 其中近 44% 的人表现出足够的兴趣，试图了解更多关于国家银行产品的信息。

Altcourt

案例简介：Execution Just as the ALT Court event was designed to reinvent the game of tennis, its visual identity was designed to reinvent the National Bank of Canada’s branding by leveraging its key assets, and then creatively adapting and deploying them for a younger audience.Using the “flag” design on the National Bank logo and a tennis court outline as our starting points, we deployed these assets in creative ways on a multitude of Alt Court brand image elements, including hashtags, tennis balls, umpire’s chairs, wall patterns, clothing, game tables and more. The result was a comprehensive and cohesive branding system that was brought to life in original and creative ways – while always staying highly recognizable and ownable for the National Bank of Canada. Synopsis In 2016, the National Bank of Canada was looking to revitalize its long-standing sponsorship of the Rogers Cup – Canada’s premier ATP tennis tournament. Specifically, the bank wanted to reach out to millennials and get them excited about tennis – a sport that can often seem stodgy and sedate to younger audiences.With a budget of approximately CAN$500,000, the brief consisted in leveraging the bank’s investment in the Rogers Cup and find a way to generate buzz among Montrealers aged 20 to 35 – a target group that’s largely underrepresented among the tennis tournament’s on-site and TV audiences.More specifically, the objectives were as follows:1-Build awareness for the National Bank of Canada among millennials, without alienating other target groups2-Position the National Bank as a relevant brand for millennials 3-Reinforce the association between the National Bank of Canada and the sport of tennis Strategy The strategy revolved around the concept of “changing the game,” i.e., taking something that might seem foreign or alienating and twisting it around to make it attractive and relevant. The overarching idea was that if the National Bank of Canada could do that for tennis, it could also do it for banking. In short, we wanted to position the National Bank as a bold, forward-thinking institution that can adapt its offering to different audiences and—literally—think outside the box in any situation.This fit perfectly with our target audience, i.e., men and women between the ages of 18 and 35, who demand relevance and approachability from all the brands they deal with. CampaignDescription The Rogers Cup is a high-profile international tournament that draws a lot of media coverage, offering a strong potential for premium visibility. Our strategy consisted in creating a satellite event that would be associated with the tournament, yet differentiated enough to attract a new audience.Called ALT Court, this event was designed as an invitation-only evening attended by millennial influencers well known to our target audience. Part nightclub, part art installation, and completely original, ALT Court was conceived as a high-tech, high-intensity gathering where the traditional rules and conventions of tennis were completely reworked and revamped to create a unique experience using elements of design, branding, art, fashion and music. Outcome This branding initiative gave the National Bank of Canada a strong boost with its millennial target, while solidifying its long-term partnership with the Rogers Cup tennis tournament.The evening was attended by high-profile influencers who covered the event on social media, generating some 200,000 Instagram interactions, 400,000 #ALTCourt re-tweets and over 140,000 video views – nearly 200% over the stated objectives. The official ALT Court event video was shown both online and on giant screens on the tournament site, garnering a total of 2.6 million views – over 160% above target.The National Bank was able to change the perceptions of millennials and get them interested in its offering. In Greater Toronto – where the bank’s millennial market share was weaker – nearly 25% of residents aged 25 to 34 saw the video, and nearly 44% of these people demonstrated enough interest to try to find out more about National Bank products.

阿尔特库尔

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Altcourt

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阿尔特库尔

阿尔特库尔

Altcourt

Altcourt

阿尔特库尔

Altcourt

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