本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
猞猁天使伏击
案例简介：结果和有效性 Lynx Excite 是迄今为止最成功的变体发布，超越了黑暗诱惑，成为销量第二高的 Lynx 变体，此前从未通过发布实现。在活动期间，它占 Lynx 销量的 3% 跃升至 22%，全身喷雾销量增长 18%。Angel Ambush 在 YouTube 频道获得了 1.17 的浏览量。这是该频道收视率最高的视频 (是第二高视频的两倍!)，并被分享了 30,000 多次。这项活动被认为是在包括《连线美国》和英国广播公司在内的 249 多个帖子上对媒体的创新使用，估计有 240,000,000 OTS。 创意执行 男人们通过 TVC 爱上了猞猁天使，但他们最看重的是互动和体验, 因此，我们选择数字户外屏幕作为传递这种愿望的渠道 -- 但使用增强现实将它们转化为真正令人兴奋的东西。我们精心挑选了英国最大的两个数字屏幕，并预订了周末收购，以最大限度地提高影响力。然后，我们制作了一个动作视频，将体验带到个人数字屏幕上; 让投资尽可能努力。我们使用接近度 DOOH 来提高意识和 O2 接近度信息，以增加我们的超级社会成员参与的可能性，促进天使在电台的存在，并鼓励参与, 发出一个挑战 “看看天使是否爱上你……”。 见解、战略和想法 Lynx 的销售最近处于自由落体状态，不是因为交配游戏与男人没有任何关系，而是因为我们失去了冷静的优势。营销挑战是让新的年轻人通过重新肯定核心品牌证书来购买猞猁: 伟大的香水和 “品牌酷”。我们为整个发布会准备了一个很棒的新电视广告和一个更广泛的媒体计划，但是我们需要别的东西 -- 史诗般的东西。我们的见解表明，我们的员工生活在体验经济中，期待品牌提供丰富的互动 -- 还有什么比让猞猁天使起死回生更好的体验呢？
猞猁天使伏击
案例简介：Results and Effectiveness Lynx Excite is the most successful variant launch to date, overtaking Dark Temptation as the second highest-selling Lynx variant, never previously achieved by a launch. It jumped from 3% to 22% of Lynx sales over the campaign period, with total body spray sales growing 18%. Angel Ambush achieved 1.17m views on the YouTube channel. It was the highest-rated and viewed video on the channel (double the second highest video!) and was shared over 30,000 times. The activity was recognised as an innovative use of media on over 249 posts including WIRED US and the BBC, delivering an estimated 240,000,000 OTS. Creative Execution Guys fell in love with the Lynx Angels through the TVC, but what they value most is interactivity and experiences, so we chose digital OOH screens as the channel to deliver this desire – but transformed them into a something truly mind-blowing using Augmented Reality. We cherry-picked two of the biggest digital screens in the UK and booked weekend takeovers to maximise impact. We then made a video of the action to bring the experience to our guys on personal digital screens; making the investment work as hard as possible. We used proximity DOOH to drive awareness and O2 proximity messaging to increase the likelihood of engagement amongst our super-social guys, promoting the Angels’ presence in the station and encouraging participation, issuing a challenge “to see if the angels fall for you…”. Insights, Strategy and the Idea Lynx’s sales had recently been in free-fall, not because the mating game was any less relevant to guys, but because we’d lost our cool edge. The marketing challenge was to get new, young guys to buy Lynx by re-affirming core brand credentials: great fragrances and “brand cool”. We'd got a great new TV ad and a wider media plan for the whole launch, but we needed something else - something epic. Our insights showed that our guys live in an experience economy, expecting brands to deliver rich interactivity - and what better experience could there be than bringing the Lynx Angels to life?
LYNX ANGEL AMBUSH
案例简介：结果和有效性 Lynx Excite 是迄今为止最成功的变体发布，超越了黑暗诱惑，成为销量第二高的 Lynx 变体，此前从未通过发布实现。在活动期间，它占 Lynx 销量的 3% 跃升至 22%，全身喷雾销量增长 18%。Angel Ambush 在 YouTube 频道获得了 1.17 的浏览量。这是该频道收视率最高的视频 (是第二高视频的两倍!)，并被分享了 30,000 多次。这项活动被认为是在包括《连线美国》和英国广播公司在内的 249 多个帖子上对媒体的创新使用，估计有 240,000,000 OTS。 创意执行 男人们通过 TVC 爱上了猞猁天使，但他们最看重的是互动和体验, 因此，我们选择数字户外屏幕作为传递这种愿望的渠道 -- 但使用增强现实将它们转化为真正令人兴奋的东西。我们精心挑选了英国最大的两个数字屏幕，并预订了周末收购，以最大限度地提高影响力。然后，我们制作了一个动作视频，将体验带到个人数字屏幕上; 让投资尽可能努力。我们使用接近度 DOOH 来提高意识和 O2 接近度信息，以增加我们的超级社会成员参与的可能性，促进天使在电台的存在，并鼓励参与, 发出一个挑战 “看看天使是否爱上你……”。 见解、战略和想法 Lynx 的销售最近处于自由落体状态，不是因为交配游戏与男人没有任何关系，而是因为我们失去了冷静的优势。营销挑战是让新的年轻人通过重新肯定核心品牌证书来购买猞猁: 伟大的香水和 “品牌酷”。我们为整个发布会准备了一个很棒的新电视广告和一个更广泛的媒体计划，但是我们需要别的东西 -- 史诗般的东西。我们的见解表明，我们的员工生活在体验经济中，期待品牌提供丰富的互动 -- 还有什么比让猞猁天使起死回生更好的体验呢？
LYNX ANGEL AMBUSH
案例简介：Results and Effectiveness Lynx Excite is the most successful variant launch to date, overtaking Dark Temptation as the second highest-selling Lynx variant, never previously achieved by a launch. It jumped from 3% to 22% of Lynx sales over the campaign period, with total body spray sales growing 18%. Angel Ambush achieved 1.17m views on the YouTube channel. It was the highest-rated and viewed video on the channel (double the second highest video!) and was shared over 30,000 times. The activity was recognised as an innovative use of media on over 249 posts including WIRED US and the BBC, delivering an estimated 240,000,000 OTS. Creative Execution Guys fell in love with the Lynx Angels through the TVC, but what they value most is interactivity and experiences, so we chose digital OOH screens as the channel to deliver this desire – but transformed them into a something truly mind-blowing using Augmented Reality. We cherry-picked two of the biggest digital screens in the UK and booked weekend takeovers to maximise impact. We then made a video of the action to bring the experience to our guys on personal digital screens; making the investment work as hard as possible. We used proximity DOOH to drive awareness and O2 proximity messaging to increase the likelihood of engagement amongst our super-social guys, promoting the Angels’ presence in the station and encouraging participation, issuing a challenge “to see if the angels fall for you…”. Insights, Strategy and the Idea Lynx’s sales had recently been in free-fall, not because the mating game was any less relevant to guys, but because we’d lost our cool edge. The marketing challenge was to get new, young guys to buy Lynx by re-affirming core brand credentials: great fragrances and “brand cool”. We'd got a great new TV ad and a wider media plan for the whole launch, but we needed something else - something epic. Our insights showed that our guys live in an experience economy, expecting brands to deliver rich interactivity - and what better experience could there be than bringing the Lynx Angels to life?
猞猁天使伏击
暂无简介
LYNX ANGEL AMBUSH
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
