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        皮带24/7

        案例简介：概要 Prisma (芬兰最大的大型超市连锁店) 正在将部分商店的营业时间从7-23更改为24/7。Prisma是芬兰唯一营业时间长的大型超市，使Prisma具有比其他类似商店和连锁店更具竞争优势。这项运动的目的是利用一种引人入胜且令人惊讶的机制来传达开放时间的变化。这是在传统上充满杂货广告的芬兰暑假季节之前执行的。芬兰的暑假季节始于仲夏，这是杂货销售的最大高峰之一。为了消除混乱，我们需要重新考虑零售品牌如何与消费者沟通。该活动的目的是确保芬兰的每个人都知道延长的开放时间，并由此获得更多的客流量并在短期和长期内增加销售。 战略 芬兰人渴望缓慢的生活方式。在夏季，他们逃离繁忙的城市到乡村小屋。当大卖场Prisma想要在夏天的边缘宣布他们的24/7营业时间时，我们决定以缓慢的方式进行。最重要的战略解决方案是将Belt 24/7作为电视节目推出，而不仅仅是Facebook Live内容。这样，我们设法以难以置信的电视节目概念吸引了报纸，并利用他们的需要提前发布了点击新闻。我们引起了所有芬兰媒体的兴趣，并被芬兰所有主要出版物所报道。我们还公开表示，将不会进行编辑，不会编写脚本，并且相信偷窥和芬兰人对15分钟成名的渴望将在有趣的内容方面发挥我们的进步。我们没有错。 相关性 皮带24/7，一个以传送带为特色的真人秀慢电视节目。该节目在Facebook Live和芬兰国家电视台上全天候进行，未经剪辑，未经编辑和脚本化，以宣传一家名为Prisma的大型超市连锁店的新24/7开放时间。带24/7是夏季2017期间芬兰最受关注的事件之一。五分之一的芬兰人 (100万) 观看了现场直播。我们以极其有效的媒体策略和仅展示食品杂货，在Prisma大卖场创造了娱乐性和吸引力的单传送带内容。 结果 -短期内销售增长65%，长期增长12%。-快速消费品品牌通过展示其产品，将皮带24/7用作实时营销平台-赢得媒体的价值为1，2600万 €-竞选活动前后所有芬兰主要新闻媒体都在宣传活动-24/7是夏季2017期间收视率最高的线性电视节目，也是芬兰收视率最高的Facebook直播节目-内容平均观看时间为27分钟-外交部想做第二集24/7的腰带，并在芬兰官方Facebook频道播出-五分之一的芬兰人 (100万) 观看了腰带24/7真人秀慢电视。-我们通过竞选活动达到了芬兰人的一半以上 (3,5万)。-超过30 000条评论其他人的食品在实时饲料。-总预算只有45 000 €-竞选活动引发了两篇关于媒体消费的学术论文 执行 宣传活动始于在腰带24/7播出前一周的PR发布。Prisma和Sub (芬兰电视频道) 发布了一封公关信，内容涉及一个新的现场实况慢速电视节目，该节目将全天候由收银员指挥拍摄单个传送带。媒体购买了腰带24/7作为真正的慢电视节目的想法，这使我们在所有主要出版物中获得媒体报道，并通过获得的媒体到达芬兰人。为了建立作为电视节目的腰带24/7的信誉，我们创建了经典的电视节目预告片，并在节目上线的一周内播出。皮带24/7在Prisma的Facebook提要上播出。Facebook直播的一条传送带的视频，未经编辑，未经脚本的全天候直播。直播的最后3个小时在午夜在国家电视台现场直播。包括媒体，计划，材料和生产在内的总预算仅为45000 €。 运动描述 该活动的创意是创建现场直播的慢速电视节目。这个想法是全天候不停地拍摄Prisma的传送带，以从字面上证明Prisma是开放的24/7。简而言之: 我们直播杂货。这个创意与偷窥有关，芬兰人需要获得15分钟的名声。这两者加上在Facebook上实时发表评论的可能性，以及在Facebook和芬兰电视台上作为电视节目发布内容的战略举措，是非常成功的竞选活动的主要内容。简介: 皮带24/7。现场直播的慢速电视节目，全天候在Prisma结帐时在传送带上发生的事件。

        皮带24/7

        案例简介：Synopsis Prisma (the largest hypermarket chain in Finland) was in the process of changing its opening hours from 7-23 to 24/7 in selected stores. Prisma is the only hypermarket in Finland with this long opening hours, giving Prisma competitive advantage over other similar stores and chains. The objective of this campaign was to communicate the change in the opening hours utilising an engaging and surprising mechanism. This was executed before the Finnish summer vacation season, which traditionally is full of grocery advertising. The Finnish summer vacation season starts with Midsummer, which is one of the biggest spikes for grocery sales. To cut through the clutter we needed to rethink how retail brands communicate to consumers. The goal of the campaign was to make sure that everyone in Finland knew the extended opening hours and by that gain more footfall and increase sales in short and long term. Strategy Finns crave slow lifestyle. In the summertime they escape the hectic cities to their countryside cabins. When hypermarket Prisma wanted to announce their 24/7 opening hours on the brink of summer, we decided to do it the slow way. The most important strategic solution was to launch The Belt 24/7 as a TV show instead of just Facebook Live content. This way we managed to lure in the newspapers with hard to believe TV show concept and used their need to publish clickbate news in our advance. We gained the interest of all Finnish media outlets and got covered in all the major publications in Finland. We also publicly told that there will be no editing, no scripting and trusted that voyeurism and Finns hunger for the 15 minutes of fame would play on our advance in terms of interesting content. And we were not wrong. Relevancy The Belt 24/7, a reality slow TV show featuring conveyer belt. The show ran around the clock, uncut, unedited and unscripted on Facebook Live and on Finnish national TV to promote the new 24/7 opening hours of a hypermarket chain called Prisma. The Belt 24/7 was one of the most talked about events in Finland during summer 2017. One out of five Finns (1 Million) watched the live stream. We created entertaining and engaging content of single conveyer belt in Prisma hypermarket with extremely effective media strategy and showcasing only groceries. Outcome -Sales went up +65% in short term and +12% in long term. -FMCG brands used The Belt 24/7 as real time marketing platform by showcasing their products -Value of earned media was 1,26 Million € -Campaign was featured by all major Finnish news outlets before and after the campaign -The Belt 24/7 was the most watched linear TV show during the summer 2017 and most watched Facebook Live stream in Finland -Content was viewed 27 mins on average -Ministery of foreign affairs wanted to do a second episode of The Belt 24/7 and air it on Finland's official Facebook channel -One in five Finns (1 Million) watched the Belt 24/7 reality slow TV. -We reached over half of Finns with the campaign (3,5 Million). -Over 30 000 comments of other peoples groceries in live feed. -Total budget only 45 000 € -Campaign sparked two academic thesis about media consumption Execution The campaign promotion started with a PR launch a week before The Belt 24/7 was aired. Prisma and Sub (Finnish TV-channel) released PR letter about a new live reality slow TV show that will film single conveyer belt around the clock directed by the cashiers. Media bought the idea of The Belt 24/7 as genuine slow TV show which lead us gaining media coverage in all major publications and reaching Finns with earned media. To build credibility for The Belt 24/7 as a TV-show we created classic TV-show trailers and aired them during the week show went live. The Belt 24/7 was aired on Prisma's Facebook feed. Facebook Live video of a single conveyer belt, unedited, unscripted aired live around the clock. The final 3hours of the live stream was aired live on the National TV at midnight. The total budget including media, planning, material and production was only 45000€. CampaignDescription The creative idea of the campaign was to create a live reality slow TV show. The idea was to film a conveyer belt of Prisma, nonstop, around the clock to literally demonstrate that Prisma is open 24/7. In short: We live-streamed groceries. The creative idea toyed around with voyeurism and the Finns need to get their 15 minutes of fame. These two combined with a possibility to comment real time on Facebook, and the strategic move to launch the content as a TV show on Facebook and the Finnish TV, were the main ingredients of extremely successful campaign. Introducing: The Belt 24/7. A live reality slow TV show that follows the events on a conveyer belt at a Prisma checkout - around the clock.

        The Belt 24/7

        案例简介：概要 Prisma (芬兰最大的大型超市连锁店) 正在将部分商店的营业时间从7-23更改为24/7。Prisma是芬兰唯一营业时间长的大型超市，使Prisma具有比其他类似商店和连锁店更具竞争优势。这项运动的目的是利用一种引人入胜且令人惊讶的机制来传达开放时间的变化。这是在传统上充满杂货广告的芬兰暑假季节之前执行的。芬兰的暑假季节始于仲夏，这是杂货销售的最大高峰之一。为了消除混乱，我们需要重新考虑零售品牌如何与消费者沟通。该活动的目的是确保芬兰的每个人都知道延长的开放时间，并由此获得更多的客流量并在短期和长期内增加销售。 战略 芬兰人渴望缓慢的生活方式。在夏季，他们逃离繁忙的城市到乡村小屋。当大卖场Prisma想要在夏天的边缘宣布他们的24/7营业时间时，我们决定以缓慢的方式进行。最重要的战略解决方案是将Belt 24/7作为电视节目推出，而不仅仅是Facebook Live内容。这样，我们设法以难以置信的电视节目概念吸引了报纸，并利用他们的需要提前发布了点击新闻。我们引起了所有芬兰媒体的兴趣，并被芬兰所有主要出版物所报道。我们还公开表示，将不会进行编辑，不会编写脚本，并且相信偷窥和芬兰人对15分钟成名的渴望将在有趣的内容方面发挥我们的进步。我们没有错。 相关性 皮带24/7，一个以传送带为特色的真人秀慢电视节目。该节目在Facebook Live和芬兰国家电视台上全天候进行，未经剪辑，未经编辑和脚本化，以宣传一家名为Prisma的大型超市连锁店的新24/7开放时间。带24/7是夏季2017期间芬兰最受关注的事件之一。五分之一的芬兰人 (100万) 观看了现场直播。我们以极其有效的媒体策略和仅展示食品杂货，在Prisma大卖场创造了娱乐性和吸引力的单传送带内容。 结果 -短期内销售增长65%，长期增长12%。-快速消费品品牌通过展示其产品，将皮带24/7用作实时营销平台-赢得媒体的价值为1，2600万 €-竞选活动前后所有芬兰主要新闻媒体都在宣传活动-24/7是夏季2017期间收视率最高的线性电视节目，也是芬兰收视率最高的Facebook直播节目-内容平均观看时间为27分钟-外交部想做第二集24/7的腰带，并在芬兰官方Facebook频道播出-五分之一的芬兰人 (100万) 观看了腰带24/7真人秀慢电视。-我们通过竞选活动达到了芬兰人的一半以上 (3,5万)。-超过30 000条评论其他人的食品在实时饲料。-总预算只有45 000 €-竞选活动引发了两篇关于媒体消费的学术论文 执行 宣传活动始于在腰带24/7播出前一周的PR发布。Prisma和Sub (芬兰电视频道) 发布了一封公关信，内容涉及一个新的现场实况慢速电视节目，该节目将全天候由收银员指挥拍摄单个传送带。媒体购买了腰带24/7作为真正的慢电视节目的想法，这使我们在所有主要出版物中获得媒体报道，并通过获得的媒体到达芬兰人。为了建立作为电视节目的腰带24/7的信誉，我们创建了经典的电视节目预告片，并在节目上线的一周内播出。皮带24/7在Prisma的Facebook提要上播出。Facebook直播的一条传送带的视频，未经编辑，未经脚本的全天候直播。直播的最后3个小时在午夜在国家电视台现场直播。包括媒体，计划，材料和生产在内的总预算仅为45000 €。 运动描述 该活动的创意是创建现场直播的慢速电视节目。这个想法是全天候不停地拍摄Prisma的传送带，以从字面上证明Prisma是开放的24/7。简而言之: 我们直播杂货。这个创意与偷窥有关，芬兰人需要获得15分钟的名声。这两者加上在Facebook上实时发表评论的可能性，以及在Facebook和芬兰电视台上作为电视节目发布内容的战略举措，是非常成功的竞选活动的主要内容。简介: 皮带24/7。现场直播的慢速电视节目，全天候在Prisma结帐时在传送带上发生的事件。

        The Belt 24/7

        案例简介：Synopsis Prisma (the largest hypermarket chain in Finland) was in the process of changing its opening hours from 7-23 to 24/7 in selected stores. Prisma is the only hypermarket in Finland with this long opening hours, giving Prisma competitive advantage over other similar stores and chains. The objective of this campaign was to communicate the change in the opening hours utilising an engaging and surprising mechanism. This was executed before the Finnish summer vacation season, which traditionally is full of grocery advertising. The Finnish summer vacation season starts with Midsummer, which is one of the biggest spikes for grocery sales. To cut through the clutter we needed to rethink how retail brands communicate to consumers. The goal of the campaign was to make sure that everyone in Finland knew the extended opening hours and by that gain more footfall and increase sales in short and long term. Strategy Finns crave slow lifestyle. In the summertime they escape the hectic cities to their countryside cabins. When hypermarket Prisma wanted to announce their 24/7 opening hours on the brink of summer, we decided to do it the slow way. The most important strategic solution was to launch The Belt 24/7 as a TV show instead of just Facebook Live content. This way we managed to lure in the newspapers with hard to believe TV show concept and used their need to publish clickbate news in our advance. We gained the interest of all Finnish media outlets and got covered in all the major publications in Finland. We also publicly told that there will be no editing, no scripting and trusted that voyeurism and Finns hunger for the 15 minutes of fame would play on our advance in terms of interesting content. And we were not wrong. Relevancy The Belt 24/7, a reality slow TV show featuring conveyer belt. The show ran around the clock, uncut, unedited and unscripted on Facebook Live and on Finnish national TV to promote the new 24/7 opening hours of a hypermarket chain called Prisma. The Belt 24/7 was one of the most talked about events in Finland during summer 2017. One out of five Finns (1 Million) watched the live stream. We created entertaining and engaging content of single conveyer belt in Prisma hypermarket with extremely effective media strategy and showcasing only groceries. Outcome -Sales went up +65% in short term and +12% in long term. -FMCG brands used The Belt 24/7 as real time marketing platform by showcasing their products -Value of earned media was 1,26 Million € -Campaign was featured by all major Finnish news outlets before and after the campaign -The Belt 24/7 was the most watched linear TV show during the summer 2017 and most watched Facebook Live stream in Finland -Content was viewed 27 mins on average -Ministery of foreign affairs wanted to do a second episode of The Belt 24/7 and air it on Finland's official Facebook channel -One in five Finns (1 Million) watched the Belt 24/7 reality slow TV. -We reached over half of Finns with the campaign (3,5 Million). -Over 30 000 comments of other peoples groceries in live feed. -Total budget only 45 000 € -Campaign sparked two academic thesis about media consumption Execution The campaign promotion started with a PR launch a week before The Belt 24/7 was aired. Prisma and Sub (Finnish TV-channel) released PR letter about a new live reality slow TV show that will film single conveyer belt around the clock directed by the cashiers. Media bought the idea of The Belt 24/7 as genuine slow TV show which lead us gaining media coverage in all major publications and reaching Finns with earned media. To build credibility for The Belt 24/7 as a TV-show we created classic TV-show trailers and aired them during the week show went live. The Belt 24/7 was aired on Prisma's Facebook feed. Facebook Live video of a single conveyer belt, unedited, unscripted aired live around the clock. The final 3hours of the live stream was aired live on the National TV at midnight. The total budget including media, planning, material and production was only 45000€. CampaignDescription The creative idea of the campaign was to create a live reality slow TV show. The idea was to film a conveyer belt of Prisma, nonstop, around the clock to literally demonstrate that Prisma is open 24/7. In short: We live-streamed groceries. The creative idea toyed around with voyeurism and the Finns need to get their 15 minutes of fame. These two combined with a possibility to comment real time on Facebook, and the strategic move to launch the content as a TV show on Facebook and the Finnish TV, were the main ingredients of extremely successful campaign. Introducing: The Belt 24/7. A live reality slow TV show that follows the events on a conveyer belt at a Prisma checkout - around the clock.

        皮带24/7

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        The Belt 24/7

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        广告公司： S-GROUP (芬兰 赫尔辛基) 制作公司： SOURCE CREATIVE , CRAFT FINLAND

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