Hoosier Lottery Imagine That|短视频|广告营销案例【ADGuider广告指南】

胡塞尔彩票想象一下

案例简介：故事战略胡塞尔彩票是唯一以人民命名的州彩票。但具有讽刺意味的是，该品牌在这些人中的认知度和相关性较低。在一项调查中，只有 35% 的 Hoosiers 认为彩票是 “给像我这样的人的”; 结果，很少有人在玩。我们的解决方案是与 Hoosiers 自己合作，为 Hoosier 彩票创建一个全新的品牌。换句话说: 人民的彩票，人民的彩票。媒体的执行和使用我们通过 YouTube 、 Facebook 、 Twitter 和全州的直播活动为真正的 Hoosiers 提供了一个分享他们彩票梦想的平台。他们成群结队地出来回答这个问题: “如果你中了彩票，你会怎么做？” 我们给了彩票一个新的标志、设计系统和网站，外加一个新的品牌图标 -- 梦想云，它确定了 Hoosiers 分享梦想的时刻和场所。从这些梦想中，我们创建了一个新品牌活动: “想象一下。 “最好的、最像胡塞尔的人和故事出现在这个由电视广告、广告牌、在线广告、印刷、广播、销售点海报、推特组成的综合努力中, facebook 帖子、网站帖子和 YouTube 视频。新的、以对话为动力的 Hoosier 彩票让 Hoosiers 觉得他们在创建品牌时有一只手和一个声音。他们今天仍然在利用这个平台分享他们的梦想 (并庆祝他们的胜利)。结果和投资回报率在短短几个月内，Facebook 粉丝和推特粉丝增加了 116%，社交渠道的对话更加活跃。在一项新的品牌相关性调查中，表示彩票是 “为像我这样的人” 的妓女人数增加了 18%。

胡塞尔彩票想象一下

案例简介：Story Strategy The Hoosier Lottery is the only state lottery named after its people. But ironically, the brand had low recognition and relevance among these people. In a survey, only 35% of Hoosiers felt the Lottery was “for people like me”; as a result, few were playing. Our solution was to create an entirely new brand for the Hoosier Lottery, in partnership with Hoosiers themselves. In other words: a Lottery for the people, by the people. Execution & Use of Media We delivered a platform for real Hoosiers to share their Lottery dreams, through YouTube, Facebook, Twitter and live casting events around the state. They came out in droves to answer this question: “What would you do if you won the Lottery?” We gave the Lottery a new logo, design system and website, plus a new brand icon—the Dream Cloud, which identified moments and venues for Hoosiers to share their dreams. From these dreams, we created a new brand campaign: “Imagine that.” The best, most Hoosier-like people and stories appeared in this integrated effort consisting of TV spots, billboards, online ads, print, radio, point-of-sale posters, tweets, Facebook posts, website posts and YouTube videos. The new, conversation-fueled Hoosier Lottery made Hoosiers feel like they had a hand, and a voice, in creating the brand. They’re still using this platform to share their dreams (and celebrate their wins) today. Results & ROI In just a few months, Facebook fans and Twitter followers increased by 116%, with much more active conversation across social channels. And in a new brand-relevance survey, the number of Hoosiers saying the Lottery is “for people like me” increased by 18%.