Unfolding Great Consequences|短视频|广告营销案例【ADGuider广告指南】

展开巨大的后果

案例简介：执行为了宣传美国花园的新哈巴内罗酱，并强调一个事实，即只要一滴就足以调味任何菜肴, 我们通过一系列海报戏剧化了 “一件小事会有巨大的影响”，这些海报最初是小故事，但却在每一个方面揭示了巨大的后果。每折叠一次，海报都揭示了看似无害的最初行为或失误的另一个后果，最终效果是具有史诗般的历史意义。这些海报和食物样本在美食节上分发，也发给阿联酋著名厨师和美食博客。战略美国花园没有在辣酱类别中站稳脚跟，也面临着来自老牌品牌的激烈竞争，需要产生影响。该策略将特别执行海报确定为讲述我们故事的有效媒介，将 “一件小事可以产生巨大影响” 这一事实戏剧化，并直接触及我们的目标受众, 由美国花园酒店行业的现有客户组成 (餐馆和餐饮专家)在阿联酋，还有厨师和美食博客。活动描述众所周知，哈巴内罗辣椒是世界上最热的辣椒之一，只有一小滴哈巴内罗酱才能调味任何菜肴。因此，为了推广美国花园的新哈巴内罗酱，我们的竞选活动戏剧化了一个事实，即 “一件小事可以产生巨大的影响”。我们通过一系列关于小事件、失误和错误的故事来实现这一点，这些故事最终对世界产生了巨大的影响。结果坚持我们的竞选路线，“一件小事会产生巨大影响”，不仅 60% 的美国花园贸易客户订购了新的辣酱, 他们还将该品牌推荐给其他行业同行，一个简单但有效的想法对销售产生了巨大影响。就这样，一件小事产生了巨大的影响。相关性 American Garden 想推广他们的新哈巴内罗辣酱。但是在像塔巴斯科这样的大品牌主导的类别中，我们需要一种有影响力的方式来脱颖而出。事实证明，Direct 是一种完美的机制，通过这种机制，用一种强大的竞选理念来达到目标，这种理念反映了这样一个事实，即只要一滴哈巴内罗酱就足以调味任何菜肴。换句话说，“一件小事可以产生巨大的影响”。概要美国花园有各种各样的调味品，已经被阿联酋的酒店业 (餐馆和餐饮专家) 使用。他们想向现有客户推广他们的新哈巴内罗辣酱，以推动试用和订单。虽然美国花园是一个受欢迎的地区食品品牌，其畅销产品包括一系列调味品和罐头食品，但其辣酱在榜单上的排名仍然相对较低。由于美国花园的大部分销售来自餐馆的大宗订单，我们需要以一种有助于我们与知名竞争对手脱颖而出的方式引入我们的新哈巴内罗酱。

展开巨大的后果

案例简介：Execution To promote American Garden's new Habanero sauce and underline the fact that just a drop is enough to spice up any dish, we dramatized how 'a little thing can have a huge impact' through a collection of posters that started out as small stories, but unraveled great consequences with every fold. With each fold, the posters revealed yet another consequence of a seemingly innocuous initial act or blunder, the final effect being something of epic historical significance. The posters, along with food samples, were distributed at food festivals and were also sent to prominent UAE Chefs and food bloggers. Strategy American Garden, having not established itself in the Hot Sauce category and facing stiff competition from established brands, needed to make an impact. The strategy identified special execution posters as an effective medium with which to tell our story, dramatize the fact that 'a little thing can have a huge impact', and directly reach our target audience, comprising of American Garden's existing customers in the hospitality industry (restaurants & catering specialists) in the UAE as well as Chefs and food bloggers. Campaign Description Habanero chili peppers are known to be one of the hottest in the world, and only a tiny drop of Habanero sauce can spice up any dish. So, to promote American Garden's new Habanero sauce, our campaign dramatized the fact that 'a little thing can have a huge impact'. We brought this to life through a series of stories about minor events, blunders and mistakes that ended up having huge consequences on the world. Outcome Staying true to our campaign line that 'a little thing can have a huge impact', not only did 60% of American Garden's trade customers place orders for the new hot sauce, they also referred the brand to other industry peers, and a simple but effective idea created a huge impact on sales. And just like that, a little thing had a great impact. Relevancy American Garden wanted to promote their new Habanero Hot Sauce. But in a category dominated by big, established brands like Tabasco, we needed an impactful way to stand out. Direct proved to be the perfect mechanism through which to reach targets with a powerful campaign idea that reflected the fact that just a drop of the Habanero sauce was enough to spice up any dish. In other words, ‘a little thing can have a huge impact’. Synopsis American Garden has a wide range of condiments that are already used by the hospitality industry (restaurants & catering specialists) in the UAE. They wanted to promote their new Habanero hot sauce to their existing customers to drive trial and orders. While American Garden is a popular regional food brand, with its list of best-selling products covering a range of condiments and canned food, its hot sauce still ranks relatively low on the list. Since a large portion of American Garden's sales comes from bulk orders from restaurants, we needed to introduce our new Habanero Sauce in a way that would help us stand out against big name competitors.