OFFICE WAR - HELPING GERMANY HAVE FUN AT WORK|短视频|广告营销案例【ADGuider广告指南】

办公室战争 -- 帮助德国享受工作乐趣

案例简介：描述活动/条目自 2010年4月以来，植入式广告在德国一直是合法的。然而，有严格的限制，每一个涉及植入式广告的项目都必须贴上标签。新闻、消费者建议格式、区域节目和儿童节目不允许产品整合 -- 孩之宝多彩的玩具 NERF Blaster 通常会瞄准这个群体。此外，品牌不允许影响任何节目的编辑元素。由于这些规则是如此严格，对这一新机会的利用受到了限制。有无聊的游戏展示整合，面板展示上有品牌的杯子，肥皂上有小的步入式零件。消费者拒绝了这种公开的安置。研究表明，他们对植入式广告非常愤世嫉俗。成功的关键是为正确的产品确定正确的机会和正确的格式。将 NERF Blasters 整合到 Stromberg -- 相当于德国的办公室 -- 是第一次有人成功做到这一点。它无缝地融入了故事，是德国喜剧/戏剧的一部分，吸引了广泛的观众，节目选择背后有清晰的洞察力。我们的有机布局为品牌娱乐开辟了一条道路。我们的回报是一批新的购买者和令人难以置信的销售。结果 NERF 爆破器是彩色玩具爆破器，可以发射泡沫飞镖或光盘。然而，两场重大战争意味着儿童玩武器的想法在德国是一个令人不安的问题。妈妈们不愿购买。我们确定了 2 个清晰的见解，帮助我们确定并联系 NERF 的新目标。首先，我们意识到玩具爆破器非常适合还没有真正长大的年轻人。其次，我们知道，刚刚开始工作生活的年轻人会发现坐在电脑屏幕前令人沮丧。他们需要发泄一下。这导致了我们的解决方案: 办公室战争 -- 5 分钟的乐趣 -- 然后回到一些严肃的、德国的、艰苦的工作中。我们的策略将激励他们开始与 NERF Blasters 的战斗，作为完美的办公室配件。我们确定斯特龙伯格是我们目标观众必须观看的黄金时段节目。全球办公室格式的德国版有一个我们的目标可以立即识别的演员阵容。工作场所的环境也很熟悉 -- 如果比他们工作的地方稍微极端一点的话。我们与作家和制作公司密切合作，展示了 NERF Blaster 作为一种重要的喜剧武器。结果是在第五集的每一集都有一个主演的角色。随着损害赔偿部门和私人客户部门之间的战斗，整合达到顶峰。一半的办公室被毁了。我们用智能搜索策略支持每一集，在每次广播期间和之后，让消费者去亚马逊购买《来自 strombig 的冲击波》。我们还通过官方的 Stromberg 商店出售 NERF 爆破器，并通过 Facebook 页面进行连接。500,000 的粉丝从 Bernd Stromberg 那里得到了一个私人信息，他说他不想让他的员工再打架了，给了他们赢得这场表演的机会。斯特龙伯格的第五系列是备受期待的 -- 一个有趣的、相关的节目，真正与年轻专业人士交谈。已经停播两年了，制片人准备砰的一声把它带回来。我们需要确保 NERF Blaster 将是节目的无缝元素。我们精明的观众会看穿任何不真实的东西。消费者的反应必须是 “哦，酷，玩具爆竹”，而不是 “哦，不，植入式广告”。下一步是使用智能付费搜索、合作伙伴关系和社交媒体将他们对屏幕上产品的参与转化为销售。我们在推特、脸谱网和博客上引起了巨大的轰动，有成千上万的评论和推特。92% 的推文是正面的，明显领先于标准行业基准。我们赢得了大量的前后广播媒体报道，包括在电视上使用 NERF Blasters 的斯特龙伯格明星的 4 分钟节目预览。公关覆盖总额为 850,000 欧元。电视整合达到了 14m 联系人，与我们 56% 难以触及的年轻男性目标联系在一起。DVD 和数字节目销售将带来进一步联系的长尾。媒体和营销杂志 Kress 将其命名为德国有史以来最独特和最原创的品牌娱乐活动之一。我们的集成产生了如此多的需求，以至于我们崩溃了官方斯特龙伯格在线商店的服务器。事实上，官方商店两次售罄。我们提供了有史以来最好的销售!与一年前同期相比，我们能够在整个范围内将亚马逊的销售额翻一番。NERF Blasters 现在是德国的标准办公设备。

办公室战争 -- 帮助德国享受工作乐趣

案例简介：Describe the campaign/entry Product placement has been legal in Germany since April 2010. However, there are severe restrictions and every programme that involves product placement has to be labelled. Product integration is not allowed on the news, consumer advice formats, regional programmes and children’s shows – the group that Hasbro’s colourful toy NERF Blaster would normally target. Additionally brands are not allowed to influence editorial elements of any programme. Because the rules are so restrictive, uses of this new opportunity have been limited. There have been boring game show integrations, branded cups on panel shows and small walk-on parts on soaps. Consumers have rejected such overt placements. Research shows they are highly cynical about product placement. The key to success was to identify the right opportunity and the right format for the right product. Integrating NERF Blasters into Stromberg – the German equivalent of The Office – was the first time anyone had done this successfully. Seamlessly woven into the story, it was part of a German comedy/drama that attracted a broad audience and there was clear insight behind the programme selection. Our organic placement has blazed a trail for branded entertainment. Our reward was a new group of purchasers and incredible sales. Results NERF Blasters are colourful toy blasters that fire foam darts or discs. However, 2 major wars means that the idea of children playing with weapons is a troubling issue in Germany. Mums were reluctant to buy. We identified 2 clear insights that helped us identify and connect with a new target for NERF. First, we realised that toy blasters were perfect for young men who hadn’t really grown up. Second, we knew that young men just starting their working lives can find sitting at a computer screen frustrating. They need to let off steam. This led to our solution: Office Wars – 5 minutes of great fun – before getting back to some serious, German, hard work. Our strategy would inspire them to start the battle with NERF Blasters as the perfect office accessory. We identified Stromberg as the must-watch primetime show for our target audience. The German edition of the global Office format had a cast that was immediately recognisable to our target. The workplace setting was also familiar – if slightly more extreme than the places they worked. We worked closely with the writers and production house to showcase the NERF Blaster as an essential comedy weapon. The result was a starring role in every episode of Series 5. The integration peaked with a battle between the Damages Division and the Private Clients Division. Half the office was destroyed. We backed up each episode with a smart search strategy, driving consumers to Amazon to buy ‘the blaster from Stromberg’ during and after each broadcast. We also sold NERF Blasters via the official Stromberg shop and connected via the Facebook page. 500,000 fans got a personal message from Bernd Stromberg saying he didn’t want his staff fighting anymore, giving them the chance to win the blaster from the show. Series 5 of Stromberg was hotly anticipated – a funny, relevant show that really spoke to young professionals. Having been off air for 2 years the producers were ready to bring it back with a bang. We needed to ensure that the NERF Blaster would be a seamless element to the show. Our savvy audience would see through anything inauthentic. The consumer reaction had to be “oh cool, toy blaster” rather than “oh no, product placement”. The next step was to use smart paid search, partnerships and social media to turn their engagement with the product on screen into sales. We generated massive buzz on Twitter, Facebook and blogs, with thousands of comments and tweets. 92% of tweets were positive, significantly ahead of standard industry benchmarks. We earned massive pre- and post-broadcast media coverage, including a 4-minute show preview on TV of the Stromberg stars using NERF Blasters. Total PR coverage was valued at €850,000. The TV integration reached 14m contacts, connecting with 56% of our hard-to-reach, young, male target. DVD and digital show sales will deliver a long tail of further connections. Media and marketing magazine Kress named it one of the most unique and original branded entertainment campaigns in Germany ever. Our integration generated so much demand that we crashed the servers for the official Stromberg Online shop. In fact, the official store sold out twice. We delivered NERF best ever sales! Compared to the same period 1 year ago, we were able to double sales on Amazon across the whole range. NERF Blasters are now standard office equipment in Germany.