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街上的故事
案例简介：描述客户的简报: 面临的挑战是人们认为墨尔本作家节是一个学术的、沉闷的、无聊的作家聚会。我们的任务是通过浪漫地表达书面文字的力量来吸引墨尔本作家节的核心目标受众，这些目标受众是 25-40 岁的年轻雄心勃勃的专业人士。 描述促销如何从概念发展到实施: 每年夏天，墨尔本作家节都会消耗这座城市，超过 40,000 人在中央商务区的场馆之间游荡。我们看到了一个绝佳的机会，用一本互动的书将主题 “来自各个角度的故事” 带到街头。 解释为什么促销方法与产品或服务最相关: 通过创建一个互动的书，节日的观众可以沉浸在节日的本质，当他们在场馆之间旅行时，发现隐藏的故事，强化 “从各个角度的故事” 的运动理念。 描述客户和消费者的成功促销，包括一些可量化的结果: 由于各个角度的故事活动，这个节日的出席人数增加了 50,000 多人，预售从 2009年的 11,000 美元增加到 2010年的 110,000 美元。
街上的故事
案例简介：Describe the brief from the client: The challenge faced was the perception that Melbourne Writers Festival is an academic, dull and boring gathering for writers only. We were tasked with creating anticipation for the Melbourne Writers Festival by romancing the power of the written word to attract the festival's core target audience of young, ambitious professionals aged between 25-40. Describe how the promotion developed from concept to implementation: Every summer the Melbourne Writers Festival consumes the city with over 40,000 people wandering through the CBD between venues. We saw a perfect opportunity to take the festival to the streets with an interactive book that brings the theme "STORIES FROM EVERY ANGLE" to life. Explain why the method of promotion was most relevant to the product or service: By creating an interactive book, festival goers could immerse themselves in the very essence of the festival as they travelled between venues, uncovering hidden stories, reinforcing the campaign idea "Stories From Every Angle". Describe the success of the promotion with both client and consumer including some quantifiable results: As a result of the Stories From Every Angle campaign, the festival enjoyed an attendance increase of over 50,000 people and pre-sales that rose from $11,000 in 2009, to $110,000 in 2010.
STORIES FROM THE STREET
案例简介：描述客户的简报: 面临的挑战是人们认为墨尔本作家节是一个学术的、沉闷的、无聊的作家聚会。我们的任务是通过浪漫地表达书面文字的力量来吸引墨尔本作家节的核心目标受众，这些目标受众是 25-40 岁的年轻雄心勃勃的专业人士。 描述促销如何从概念发展到实施: 每年夏天，墨尔本作家节都会消耗这座城市，超过 40,000 人在中央商务区的场馆之间游荡。我们看到了一个绝佳的机会，用一本互动的书将主题 “来自各个角度的故事” 带到街头。 解释为什么促销方法与产品或服务最相关: 通过创建一个互动的书，节日的观众可以沉浸在节日的本质，当他们在场馆之间旅行时，发现隐藏的故事，强化 “从各个角度的故事” 的运动理念。 描述客户和消费者的成功促销，包括一些可量化的结果: 由于各个角度的故事活动，这个节日的出席人数增加了 50,000 多人，预售从 2009年的 11,000 美元增加到 2010年的 110,000 美元。
STORIES FROM THE STREET
案例简介：Describe the brief from the client: The challenge faced was the perception that Melbourne Writers Festival is an academic, dull and boring gathering for writers only. We were tasked with creating anticipation for the Melbourne Writers Festival by romancing the power of the written word to attract the festival's core target audience of young, ambitious professionals aged between 25-40. Describe how the promotion developed from concept to implementation: Every summer the Melbourne Writers Festival consumes the city with over 40,000 people wandering through the CBD between venues. We saw a perfect opportunity to take the festival to the streets with an interactive book that brings the theme "STORIES FROM EVERY ANGLE" to life. Explain why the method of promotion was most relevant to the product or service: By creating an interactive book, festival goers could immerse themselves in the very essence of the festival as they travelled between venues, uncovering hidden stories, reinforcing the campaign idea "Stories From Every Angle". Describe the success of the promotion with both client and consumer including some quantifiable results: As a result of the Stories From Every Angle campaign, the festival enjoyed an attendance increase of over 50,000 people and pre-sales that rose from $11,000 in 2009, to $110,000 in 2010.
街上的故事
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STORIES FROM THE STREET
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基本信息
- 广告战役： #Melbourne Writers Festival-推广与活动-ef911#
- 广告品牌： Melbourne Writers Festival
- 发布日期： 2000
- 行业领域： 影音娱乐 , 商务服务
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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