Point Of Sale Landscape Poster|海报/平面|广告营销案例【ADGuider广告指南】

销售点景观海报

案例简介：飞利浦需要在竞争激烈、利润压力巨大的电视领域重新定位自己，推出独特的飞利浦 Cinema 21:9 平板电视。业务目标是巩固飞利浦的前 3 名，并牢固确立该公司在平板电视和家庭娱乐领域的技术领导者地位。具体来说，飞利浦希望实现购买漏斗 (意识/熟悉/考虑/偏好) + 5% (将提高的兴趣转化为零售渠道购买) 的平均总增幅从活动开始开始，总市场份额增加了 + 1.5%。飞利浦希望最大限度地减少浪费，并以经济高效的方式接触到目标受众。它决定投资在线频道，随后对传统媒体进行创新使用。为整个活动设定了传播目标: 自发广告，意识: + 15%; 活动认可: + 10%; 品牌清晰: + 5%; 熟悉程度: + 5% 和偏好: + 3%。为了制造关于飞利浦的谣言，并允许我们的目标观众和飞利浦影院 21:9 的独特功能之间进行更多的互动，该机构选择了一部冰冻时间电影, 使用最先进的运动控制装置拍摄,这将给观众互动控制，并允许他们一帧地来回移动相机。除了电影内部的互动，电影本身的长宽比可以随时改变。这个简单但有效的比较工具传达了新款飞利浦 21:9 电视的奇观。这也将服务于活动的光环效应: 支持飞利浦平板屏幕系列中的其他产品。因此，飞利浦平均商店水平的总销售额超过了 4% 的目标集，并达到了 10% 的增长。所有其他设定的目标都有所增加，如自发广告意识、活动认可或品牌清晰。此外，飞利浦平板电视总毛利率在 2009年增长了 35%。

销售点景观海报

案例简介：Philips needed to reposition itself in the highly competitive, margin-pressured TV landscape with the launch of the unique Philips Cinema 21:9 flatscreen TV. The business objectives were to solidify Philips’s top 3 position and firmly establish the company as a technology leader in the field of flatscreen TVs and home entertainment. Specifically, Philips wanted to achieve a total average increase in the purchase funnel (awareness/familiarity/consideration/preference) of +5% (conversion of raised interest into retail-channel purchases) and a total market share increase from the start of the campaign of +1.5% in value. Philips wanted to minimize waste and reach its target audience in a cost-effective way. It decided to invest in the online channel, followed up by an innovative use of traditional media. The communication objectives were set for the total campaign: spontaneous advertising, awareness: +15%; campaign recognition: +10%; clarity of branding: +5%; familiarity: +5% and preference: +3%. To create rumour around Philips and to allow for more interaction between our target audience and the unique features of the Philips Cinema 21:9, the agency opted for a frozen-time film, shot using a state-of-the-art motion control rig, which would give the audience interaction control and allow them to move the camera back and forth frame by frame. In addition to the interaction within the film, the aspect ratio of the film itself could be changed at any time. This simple but effective comparison tool conveyed the spectacle of the new Philips 21:9 TV. This would also serve the campaign’s halo effect: supporting the other products in the Philips flatscreen range. As a result, Philips total sales on average shop level exceeded the objective set of 4% and reached a 10% increase. There was an increase in all the other objectives set such as spontaneous advertising awareness, campaign recognition or clarity of branding. Moreover, the gross profit margin for total Philips flatscreen TVs registered an increase of 3,5% in 2009.