Getaway Stockholm|短视频|广告营销案例【ADGuider广告指南】

逃离斯德哥尔摩

案例简介：描述客户的简报: 简介: 在瑞典推出新车型 MINI Countryman，使用全球汽车概念: “逃亡”。对迷你瑞典来说，这是自 2001年该车全面翻拍以来最重要的发布和营销活动。目标群体: 精神年轻，即所有热爱迷你品牌价值的人。挑战: 创造福音。让他们开始谈论离线和在线发布。描述促销如何从概念发展到实施: MINI 是一辆人们从小就崇拜的汽车，并在漫画书中读到过。我们敢于让精神年轻的人实现他们梦想中的汽车 -- 也吸引了原始的狩猎本能。如果你设法抓住一个虚拟的迷你，让你的猎物远离其他人，你就赢得了一个真正的迷你，它完全符合迷你的 DNA 和 “逃跑” 的概念。这场运动是世界上最大的现实游戏，提高了谈话的价值。描述客户和消费者的成功促销，包括一些可量化的结果: -在游戏周期 11,413 人参加。-虚拟迷你被运送了近 1,500 公里。-平均游戏时间为每人 5 小时 6 分钟。-活动结束后，第一季度销售额增长了 108% (瑞典创下销售记录)。奖金:-来自 90 个国家的人关注我们网站上的游戏，minigetawaystockholm.com 解释为什么促销方法与产品或服务最相关: 这场运动是基于游戏和逃避，这就是 MINI 的 DNA。这是世界上最大的现实游戏。它将斯德哥尔摩城 -- 以及其中的每个人 -- 变成了一个活的游戏板，并将目标群体变成了活的广告牌。所有人都可以参与像猫和老鼠一样的游戏，这让人们在游戏开始之前就开始规划和讨论策略。见解、战略和想法: BRIEF 在瑞典推出新车型 MINI Countryman，使用全球汽车概念: “逃亡”。对迷你瑞典来说，这是自 2001年迷你翻拍以来最重要的营销活动。目标群体心理年轻，即热爱迷你品牌价值的人。挑战创造福音。让他们开始谈论离线和在线发布。解决方案人们渴望迷你，因为他们是孩子，并在漫画书中阅读。我们敢于让精神年轻的人实现他们梦想中的汽车 -- 也吸引了原始的狩猎本能。如果你设法抓住一个虚拟迷你，让你的猎物远离其他人，你就赢得了一个真正的迷你。这符合 MINI 的 DNA 和 “逃跑” 的概念。这是世界上最大的现实游戏，提高了谈话的价值。创意执行: 这场运动是关于玩耍和逃跑的，这是 MINI 的 DNA。七天来，每个人都用 iPhone 被邀请去斯德哥尔摩寻找和捕捉虚拟迷你。你使用了一个应用程序，在那里你可以看到虚拟迷你的位置，所有其他玩家和你自己。如果你离虚拟迷你更近了 50 米，你可以带着它和你的 iPhone 一起。然后你必须离开，因为 50 米范围内的任何人都可以拿走你的迷你。游戏结束时，iPhone 中带有虚拟迷你的人赢得了一个真正的迷你同胞。为了让人们参与进来，我们用印刷、广播和公关来传播这个世界上最大的现实游戏的想法。YouTube 上的一部简单的宣传片解释了一切。结果和有效性: -在游戏周期 11,413 人参加。-虚拟迷你被运送了近 1,500 公里。-平均游戏时间为每人 5 小时 6 分钟。-活动结束后第一季度销售额增长了 108% (瑞典创下销售记录) 奖金:-来自 90 个国家的人在我们的网站上关注了游戏。

逃离斯德哥尔摩

案例简介：Describe the brief from the client: BRIEF: Launch the new car model MINI Countryman in Sweden, using the global concept for the car: “Getaway”. For MINI Sweden it was the most important launch and marketing campaign since the total remake of the car in 2001. TARGET GROUP: Mentally young, i.e. all people loving the MINI brand value. CHALLENGE: Create evangelists. Make them start talking about the launch both offline and online. Describe how the promotion developed from concept to implementation: MINI is a car people have admired since they were kids and read about in comic books. We dared the mentally young to make their dream car come true – appealing also to primal hunting instincts. If you managed to catch a virtual MINI and kept your prey away from everybody else you won a real MINI, which fitted perfectly both with MINI's DNA and the concept "Getaway". The talk value was enhanced by the campaign being the world's biggest reality game. Describe the success of the promotion with both client and consumer including some quantifiable results: – During the game week 11,413 people participated. – The virtual MINI was transported nearly 1,500 physical kilometres. – Average gaming time was 5 hours and 6 minutes per person. – Sales increased with 108% the first quarter after the campaign (record sales in Sweden). BONUS: – People from 90 countries followed the game on our website, minigetawaystockholm.com Explain why the method of promotion was most relevant to the product or service: The campaign was based on play and getaway, which is what MINI's DNA is all about. It was the world's biggest reality game. It transformed Stockholm city - and everybody in it - to a living game board, and it transformed the target group to living billboards. All people can relate to a cat-and-mouse-like game, which got people to start planning and discussing strategies even before the game begun. Insights, Strategy and the Idea: BRIEF Launch new car model MINI Countryman in Sweden, using the global concept for the car: “Getaway”. For MINI Sweden it was the most important marketing campaign since the total remake of MINI in 2001. TARGET GROUP Mentally young, i.e. people loving MINI brand value. CHALLENGE Create evangelists. Make them start talking about the launch both offline and online. SOLUTION People aspire for MINI since they are kids and read about in comic books. We dared the mentally young to make their dream car come true – appealing also to primal hunting instincts. If you managed to catch a virtual MINI and kept your prey away from everybody else you won a real MINI. Which fitted both with MINI's DNA and the concept "Getaway". The talk value was enhanced by this being the world's biggest reality game. Creative Execution: The campaign was all about play and getaway, which is in MINI's DNA. For seven days, everybody with an iPhone was invited to hunt and catch a virtual MINI in Stockholm city. You used an app where you could see the location of the virtual MINI, all other players and yourself. If you got closer than 50 metres of the virtual MINI, you could take it with your iPhone. Then you had to get away, because anyone within 50 metres could take the MINI from you. The person with the virtual MINI in their iPhone when the game finished won a real MINI Countryman. To make people take part we used print, radio and PR to spread the idea about this being the world’s biggest reality game. A simple promo film on YouTube explained everything. Results and Effectiveness: – During the game week 11,413 people participated. – The virtual MINI was transported nearly 1,500 kilometres. – Average gaming time was 5 hours and 6 minutes per person. – Sales increased with 108 % the first quarter after the campaign (record sales in Sweden) BONUS: – People from 90 countries followed the game on our website.