Reverse April Fools'|短视频|广告营销案例【ADGuider广告指南】

扭转愚人节

案例简介：简要说明 2015年4月1日，宝马在当地报纸上刊登了一个小空间广告，这是愚人节特别优惠的优惠券。优惠券表示，第一个将其带入经销商的人可以将他们的旧车 (无论是什么) 换成全新的宝马。这张优惠券听起来像是恶作剧，但实际上，它是相反的愚人节。一个测试，看看谁会冒着看起来像终极傻瓜的风险，去做终极车。这一次，在愚人节那天，我们实际上做了我们说要做的事情。而不是奖励愤世嫉俗的人，让那些抓住机会的人愚弄。我们让那些不想看起来像傻瓜的人看起来像傻瓜。我们赠送了一辆免费的宝马，我们使用了最古老的促销机制-优惠券。客户简介或目标愚人节是广告界最大的活动之一，尤其是对宝马来说，宝马拥有世界上愚人节最长的企业历史之一。但是现在有这么多品牌参与其中，愚人节已经变得可以预测和花哨了。。宝马要求我们创造一个愚人节的特技，该特技将以很小的预算受到国际关注。因此，我们决定做出一些并没有以呻吟和翻眼而告终的事情，而是让最愤世嫉俗的人感到惊讶。我们的策略是通过做一些完全不同的事情，从人群中脱颖而出结果奏效了。我们有一辆车要送人，到早上7:30它就不见了。天娜 · 马什 (Tianna Marsh) 冒险看起来像个傻瓜，并在将钥匙交给旧日产后获得了一辆全新的宝马 (有五年免费保险)。这个故事迅速传播到世界各地，获得了价值20,403,170美元的媒体收入。超过5,800,000人观看了特技的视频。我们以2841251.94亿的印象吸引了全球数百万人。所有这些都来自一张小小的报纸优惠券。相关性创意执行与产品完全无关。这就是使它起作用的原因。我们希望这尽可能像愚人节的笑话。宝马是一个昂贵的豪华品牌; 这有助于增加一种感觉，那就是它一定是一个恶作剧。谁会相信我们几乎免费赠送了一辆豪华的欧洲汽车？为了进一步推动这一点，我们使用了传统的愚人节媒体，报纸甚至将其变成了优惠券，这是宝马这样的豪华品牌永远不会做的。营销计划很简单。运行广告，设置隐藏的摄像头，使一切看起来正常，然后等待，看看是否有人出现。当天晚些时候，我们使用公关和社交媒体来传播这个故事。

扭转愚人节

案例简介：Brief Explanation On the first of April 2015, BMW ran a small-space ad in the local Newspaper, a coupon for an April Fools’ Special. The coupon stated that the first person to bring it into the dealership could swap their old car, whatever it was, for a brand new BMW. This coupon might sound like a prank, but it was, in fact, a Reverse April Fools’. A test, to see who would risk looking like the ultimate fool, for the ultimate car. For once, on April Fools' day we actually did what we said we were going to do. Rather than rewarding the cynical and making a fool out of those who take a chance. We made the people who didn't want to look like a fool, look like the fools. We gave away a free BMW, and we did it by using the oldest promotional mechanic - coupon. Client Brief Or Objective April fools’ day is one of advertising’s biggest events, especially for BMW, who has one of the longest corporate histories of April Foolery in the world. But with so many brands now taking part, April Fools' had become predictable and gimmicky. .BMW asked us to create an April Fools’ stunt that would receive international attention for a very small budget. So we decided to make something that didn’t end in a groan and an eye roll but instead surprised even the most cynical. Our strategy was to stand out from the crowd, by doing something completely different Outcome It worked. We had one car to give away and by 7:30am it was gone. Tianna Marsh risked looking like a fool and was rewarded with a brand new BMW (with five years free insurance), after handing over her keys to her old Nissan. The story quickly spread around the world gaining $20,403,170 worth of earned media.Videos of the stunt have been viewed by over 5,800,000 people. And we reached millions of people worldwide with 284,125,194 million impressions. All that from just one tiny newspaper coupon. Relevancy The creative execution wasn’t relevant to the product at all. That’s what made it work. We wanted this to feel as much like an April Fools’ joke as possible. BMW is an expensive luxury brand; this helped add to the feeling that it must be a prank. Who would believe that we were giving away a luxury European car for practically nothing? To push this even further, we used the Traditional April Fools’ medium, the newspaper and even turned it into a coupon, something a luxury brand like BMW would never do.The marketing plan was simple. Run the ad, set up hidden cameras, make everything appear normal, and then wait and see if someone turned up. Later that day we used PR and social media to spread the story.