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MCM 比萨饼
案例简介：结果和有效性 MCM 比萨饼是最近推出的，所以大部分结果仍然需要到达。然而，第一个结果非常令人鼓舞: 比萨饼销售大幅上升，比萨饼捕捉竞技场已经代表了总速度兔子比萨饼销售的 7% (菜单中有 25 个)。•约为 ROI。由于我们与速度兔子的合作，我们利用了手头的 DM 材料 (以及比萨盒和商店)。我们的总预算是 € 200,000。 创意执行 我们为 MCM 创建了一个披萨品牌: “MCM pizza”，这是第一个披萨，其食谱灵感来自电视节目。•这个解决方案帮助我们达到了我们的目标，我们的目标倾向于对传统的广告方法更加免疫。•我们与法国比萨快递公司 Speed Rabbit 合作，将他们的品牌改造成 MCM 比萨: 比萨盒、网站、商店和 DM 材料都变成了 MCM 比萨。。•创建了 4 个特定的比萨饼，以展示新 MCM 编程的 4 个关键主题之一所有的速度兔子材料都被转换成 MCM 比萨饼: 135 家商店，超过 12 米的传单, 1 米比萨盒，以及速度兔子通常使用的直接邮寄材料。•电视、电影和广播广告进一步提高了人们对该行动的认识。•一个网站 (也可以通过手机访问) 允许顾客直接订购比萨饼 见解、战略和想法 将法国音乐频道 MCM 重新定位在一个新的、更窄的目标上 (只有男性 15-35)。•MCM 是一个有 23 年历史的有线电视频道，被公众称为音乐电视频道。我们的目标确信他们知道 MCM 不知道新的项目网格。我们想让观众尝一尝新的 MCM。•比萨饼对我们的目标来说是一种邪教餐，一种非常新的和通常的推广电视频道的方式。给出的制作预算非常有限 (200,000 欧元) 这意味着我们必须想出一个不寻常的媒体来拥有 MCM; 披萨被证明是完美的。•我们的创意确保了 MCM 对 B 客户的真实身份，并为我们的观众提供了清晰而有吸引力的定位。
MCM 比萨饼
案例简介：Results and Effectiveness The MCM Pizza was launched recently so the majority of the results still have to arrive. However, the first results are very encouraging: • Pizza sales have risen considerably and the Pizza catch Arena already represents 7% of the total Speed Rabbit Pizzas sold (there are 25 in the menu). • A ROI of approx. €0.016/contact as we took advantage of the DM materials (as well as the pizza boxes and the stores) at hand thanks to our partnership with Speed Rabbit. Our total budget was €200,000. Creative Execution We created a pizza brand for MCM: 'MCM Pizza', the first pizzas whose recipes are inspired from a TV programme. • This solution helped us reach our target that has a tendency to be more immune to classical advertising approaches. • We teamed-up with Speed Rabbit, a French pizza delivery company, to transform their brand into MCM Pizza: The pizza boxes, the website, the stores and DM materials all became MCM Pizza. . • 4 specific pizzas were created to show one of the 4 key themes of the new MCM programming • All the Speed Rabbit materials converted into MCM Pizza: 135 stores, over 12m flyers, 1m pizza boxes, and the direct mailing materials usually used by Speed Rabbit. • TV, Cinema and Radio ads created further awareness on the operation. • A website (accessible also via mobile) allowed customers to order their pizzas directly Insights, Strategy and the Idea • Reposition the French music channel MCM on a new, narrower target (just male 15-35 ). • Communicate the new programming now based on 4 main themes MCM is a 23 year old Cable TV Channel is mostly known to the general public as a music TV Channel. Our target was convinced they knew MCM were not aware of the new program grid. We wanted to give our audience a taste of the new MCM. • Pizzas are a cult meal for our target, a very new and usual way to promote a TV Channel • The production budget given was very limited (€200,000) that meant we had to think of an unusual media to have MCM; the pizza proved perfect. • Our creative idea made sure MCM had a real identity for B-to-B clients and a clear and appealing positioning for our audience.
MCM PIZZAS
案例简介：结果和有效性 MCM 比萨饼是最近推出的，所以大部分结果仍然需要到达。然而，第一个结果非常令人鼓舞: 比萨饼销售大幅上升，比萨饼捕捉竞技场已经代表了总速度兔子比萨饼销售的 7% (菜单中有 25 个)。•约为 ROI。由于我们与速度兔子的合作，我们利用了手头的 DM 材料 (以及比萨盒和商店)。我们的总预算是 € 200,000。 创意执行 我们为 MCM 创建了一个披萨品牌: “MCM pizza”，这是第一个披萨，其食谱灵感来自电视节目。•这个解决方案帮助我们达到了我们的目标，我们的目标倾向于对传统的广告方法更加免疫。•我们与法国比萨快递公司 Speed Rabbit 合作，将他们的品牌改造成 MCM 比萨: 比萨盒、网站、商店和 DM 材料都变成了 MCM 比萨。。•创建了 4 个特定的比萨饼，以展示新 MCM 编程的 4 个关键主题之一所有的速度兔子材料都被转换成 MCM 比萨饼: 135 家商店，超过 12 米的传单, 1 米比萨盒，以及速度兔子通常使用的直接邮寄材料。•电视、电影和广播广告进一步提高了人们对该行动的认识。•一个网站 (也可以通过手机访问) 允许顾客直接订购比萨饼 见解、战略和想法 将法国音乐频道 MCM 重新定位在一个新的、更窄的目标上 (只有男性 15-35)。•MCM 是一个有 23 年历史的有线电视频道，被公众称为音乐电视频道。我们的目标确信他们知道 MCM 不知道新的项目网格。我们想让观众尝一尝新的 MCM。•比萨饼对我们的目标来说是一种邪教餐，一种非常新的和通常的推广电视频道的方式。给出的制作预算非常有限 (200,000 欧元) 这意味着我们必须想出一个不寻常的媒体来拥有 MCM; 披萨被证明是完美的。•我们的创意确保了 MCM 对 B 客户的真实身份，并为我们的观众提供了清晰而有吸引力的定位。
MCM PIZZAS
案例简介：Results and Effectiveness The MCM Pizza was launched recently so the majority of the results still have to arrive. However, the first results are very encouraging: • Pizza sales have risen considerably and the Pizza catch Arena already represents 7% of the total Speed Rabbit Pizzas sold (there are 25 in the menu). • A ROI of approx. €0.016/contact as we took advantage of the DM materials (as well as the pizza boxes and the stores) at hand thanks to our partnership with Speed Rabbit. Our total budget was €200,000. Creative Execution We created a pizza brand for MCM: 'MCM Pizza', the first pizzas whose recipes are inspired from a TV programme. • This solution helped us reach our target that has a tendency to be more immune to classical advertising approaches. • We teamed-up with Speed Rabbit, a French pizza delivery company, to transform their brand into MCM Pizza: The pizza boxes, the website, the stores and DM materials all became MCM Pizza. . • 4 specific pizzas were created to show one of the 4 key themes of the new MCM programming • All the Speed Rabbit materials converted into MCM Pizza: 135 stores, over 12m flyers, 1m pizza boxes, and the direct mailing materials usually used by Speed Rabbit. • TV, Cinema and Radio ads created further awareness on the operation. • A website (accessible also via mobile) allowed customers to order their pizzas directly Insights, Strategy and the Idea • Reposition the French music channel MCM on a new, narrower target (just male 15-35 ). • Communicate the new programming now based on 4 main themes MCM is a 23 year old Cable TV Channel is mostly known to the general public as a music TV Channel. Our target was convinced they knew MCM were not aware of the new program grid. We wanted to give our audience a taste of the new MCM. • Pizzas are a cult meal for our target, a very new and usual way to promote a TV Channel • The production budget given was very limited (€200,000) that meant we had to think of an unusual media to have MCM; the pizza proved perfect. • Our creative idea made sure MCM had a real identity for B-to-B clients and a clear and appealing positioning for our audience.
MCM 比萨饼
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MCM PIZZAS
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