Netto - Easter Surprise|微电影|广告营销案例【ADGuider广告指南】

Netto-复活节惊喜

案例简介：概要 Netto是一家德国折扣超市连锁店，主要通过低价销售受欢迎的品牌来区分自己。但随着市场的变化，有竞争力的价格变得越来越不那么有意义的方式与客户联系，甚至接触到新的目标群体寻求真正的购物体验。简介是想出一个复活节活动的主意，这将使人们 (再次) 爱上Netto。仅针对销售点的具有销售组件的图像活动。主要目标是改善Netto作为超市的形象，不仅便宜，而且还很喜欢，并最终将混合客户转变为忠实客户。战略我们的活动主要针对所有年龄段的女性，她们为家庭买菜。为了征服他们的心，我们讲述了一个围绕童年，育儿，社会规范，个性和爱的动人故事。为了不削弱讲故事的效果，我们将品牌放在第一位，将销售放在第二位-并且仅在广告上贴上品牌信息，希望每个人都与Netto一起度过愉快的复活节。这部电影在facebook和youtube上发布，在POS上放置了其他海报，其他版本作为平面广告发布。这个故事的一个版本也以插图儿童读物的形式出版-因此Netto不仅是复活节的一部分，而且在复活节之前的所有日子里都是每日阅读。最终，人们不仅在谈论这个故事-而且由于我们的综合方法，他们认为复活节兔子是Netto品牌 “拥有” 的东西! 相关性在复活节期间，这是超市一年中最繁忙的季节之一，我们被告知要打破混乱，提出一个可以提高Netto品牌形象和销量的想法。面对预算大幅增加的竞争，我们需要针对不同媒体的完全集成的广告系列，包括POS。想法: 我们讲述了一个非常特别的复活节故事，不仅在第一天就获得了数百万的观看次数，而且还以一种意想不到的媒介将我们的故事栩栩如生，作为一本在所有Netto商店分发的儿童读物，旨在与下一代Netto客户互动。结果这部电影在youtube和facebook上观看了2500万多次，并获得了国际媒体的热烈报道。在发行当天，这部电影在德国youtube上排名第一。facebook上的互动率很高-超过13次mio观看，超过182.000次反应和超过144.000次分享。Youtube的观看次数迅速超过1200万。如此成功，Netto决定在电视上播放整部2分钟的电影-在黄金时段同时通过多个频道播放，总覆盖范围为81万。比赛前甚至在足球场上展示过。我们印刷的儿童读物在几个小时内售罄-超过1,4百万。最终，Netto创造了一个永恒的作品，主导了整个复活节季节，并声称是复活节兔子的传奇偶像。Netto成功地与更大的品牌竞争，并在一个非常特殊的复活节季节成功地将混合客户变成了忠诚的客户。执行我们活动的核心是一部2分钟的动画电影，历时4个月。兔子用于POS和印刷广告，这些广告是并行制作的，因为需要为所有4.170 Netto超市配备所需的材料: 分配器，广告牌，海报，天花板悬挂器等等。该活动在复活节前两周启动，并迅速起飞-人们很高兴在超市，facebook feed和youtube上看到他们喜欢的兔子。我们出版了一本儿童读物，讲述了在所有Netto商店中分发的相同故事。并制作了这本书的限量版，并作为特殊的复活节礼物赠送给Netto的特殊供应商。启动了一个运动网站，其中包括一本着色书，一本复活节兔子的剪报和一本儿童读物的在线版本。 CampaignDescription 在德国，每个人都知道复活节兔子: 一只兔子，它在复活节带来复活节彩蛋，并将它们藏在您的花园中。奇怪的是，没人知道这件事的背景。这个兔子是谁？他为什么这么做？这是德国和欧洲文化的重要组成部分，奇怪的是: 一个谜。这就是为什么在我们的竞选活动中，我们最终揭示了复活节兔子的起源故事，兔子是野兔和母鸡的儿子，他们在聚会上坠入爱河，结婚并生下一只产卵的特殊兔子。尽管他的产卵能力使他成为动物世界的流浪儿，但他却席卷了人类世界，成为了明星。尽管他的名声和成功，他感到孤独没有他的家人。因此，他在复活节回家，因为他意识到没有什么能与家庭的温暖相比。

Netto-复活节惊喜

案例简介：Synopsis Netto is a German discount supermarket chain, that differentiates itself mainly by selling popular brands at low prices. But as the market changes competitive prices become less and less a meaningful way to connect with customers or even reach out to new target groups looking for a true shopping experience. The brief was to come up with an idea for an easter campaign, that would make people fall in love with Netto (again). An image campaign with a sales component only for the point of sale. The main objective was improving Netto’s image as a supermarket that is not only cheap, but also likeable, and ultimately turning hybrid customers into loyal customers. Strategy Our campaign targeted mainly women of all ages who do the grocery shopping for their households.To conquer their hearts we told a touching story revolving around childhood, parenting, social norms, individuality and love. In order to not diminish the effect of the storytelling we put branding first and selling second – and only closed the ad with a brand message wishing everyone a happy easter with Netto.The film was published on facebook and youtube, additional posters were placed at the POS, other versions were published as print ads. A version of the story was also published as an illustrated children’s book – so Netto was not only part of easter, but also a daily read in all the days leading up to it.Ultimately, people were not only talking about the story – but due to our integrated approach they perceived the easter bunny as something „owned“ by the Netto brand! Relevancy During Easter, one of the year’s busiest seasons for supermarkets, we were briefed to break through the clutter with an idea that would boost Netto’s brand image and sales. Facing competition with vastly bigger budgets, we needed a fully integrated campaign for different medias, inlcuding POS. Idea: we told a very special easter story that didn’t only rack up millions of view in the first day, but was also brought our story to life in an unexpected medium, as a children book that was handed out in all Netto stores, aiming to engage with the next generations of Netto customers. Outcome The film was viewed over 25 million times across youtube and facebook, and garnered enthusiastic international press coverage. On release day, the film reached #1 trending on youtube Germany. Interaction rates on facebook were high – over 13 mio views, over 182.000 reactions and over 144.000 shares.Youtube views quickly reached over 12 mil. It was such a success, Netto decided to air the whole 2 minute film on TV – across multiple channels simultaneously at prime time, with a total reach of 81 mil. It was even shown in soccer stadiums before the game. The children’s book we printed was sold out within hours –over 1,4 mil. copies.Ultimately, Netto created a timeless piece that dominated the whole easter season and also claimed the legendary icon of the easter bunny. Netto succeeded in competing with bigger brands and successfully turned hybrid clients into loyal ones in a very special easter season. Execution The core of our campaign was a 2 minute animated film that was produced over the course of 4 months. The bunny was used in POS and print ads that were produced in parallel due to the temporal forerun needed to equip all 4.170 Netto supermarkets with the material needed: dispensers, billboards, posters, ceiling danglers and more.The campaign launched two weeks before easter and quickly took off – as people were thrilled to see the bunny they came to like in their supermarket, in their facebook feed, and on youtube. We published a children’s book telling the same story that was distributed in all Netto’s stores. And a limited edition of the book was produced and gifted to Netto’s special suppliers as a special Easter gift. An campaign website was launched that included a coloring book, a cutout of the easter bunny and an online version of the Children’s book. CampaignDescription Everyone in Germany knows the easter bunny: a rabbit that brings easter eggs on easter and hides them in your garden. The weird thing is, nobody knows any background for this. Who is this bunny? Why does he do that? It’s a big part of German and European culture, and oddly enough: a mystery. That’s why in our campaign we finally revealed the origin story of the easter bunny, the son of a hare and a hen who fall in love at a party, get married, and give birth to a special rabbit that lays eggs. Although he is an outcast in the animal world for his laying eggs ability, he takes the human world by storm and becomes a star. Despite his fame and success, he feels lonely without his family. So he returns home on easter, as he realizes that nothing is compared to the warmth of family.