Bleeding Teeth (Bulgarian)|短视频|广告营销案例【ADGuider广告指南】

牙齿出血 (保加利亚)

案例简介：口香糖护理部门在整个牙膏市场上发展不足，在欧洲只占 7%。然而牙龈疾病不是一个利基问题。近一半的成年人 (48%) 声称患有牙龈发炎/出血，但其中只有 7% 使用过专业牙膏。这是一个主要的健康问题，因为牙龈疾病导致的牙齿丢失比蛀牙多。 Parodontax 是一种独特配方的牙膏，含有矿物盐和植物提取物，2007年欧洲销售额不到 20m 英镑。它在大多数欧洲市场出售，尽管分销、支持和份额有限。多年来，它被放在品牌货架的后面，只受到少数北欧市场的一点关注。知道许多人认为血是刷牙的有效结果, 沟通的任务是改变刷牙后看到血的含义 -- 广告必须让人们意识到看到血是坏消息。电视被用作主要工具不仅是因为它的效率，还因为它能够创造认可，并通过引人注目的演示将想法付诸实践, 因为电视是改变态度、信仰和行为的最强大的媒介。此外，它得到了印刷媒体的支持，以提供更详细的信息以及店内的销售点材料，提醒人们需要采取行动。运动的强烈视觉形象促进了 360 度的执行，并加强了教育信息。该活动没有超过 40% 的积极销售目标 -- 是 2.5 倍，带来了 99% 的综合增长。从广告区域和非广告区域之间的出厂销售来看，提升存在显著差异。因为所有其他营销工具都是一样的，所以只能是广告负责这些销售/份额的提升。

牙齿出血 (保加利亚)

案例简介：The gum care segment was underdeveloped in the overall toothpaste market, accounting for just 7% across Europe. Yet gum disease is not a niche issue. Nearly half adults (48%) claim to have suffered from irritated/bleeding gums, yet only 7% of these have ever used specialist toothpastes. This is a major health concern because more teeth are lost through gum disease than from cavities. Parodontax is a uniquely-formulated toothpaste with mineral salt and plant extracts which had European sales of under Â£20m in 2007. It was sold in most European markets albeit with limited distribution, support and share. For many years, it laid disregarded at the back of the brand shelf, receiving only a little local attention from a few Northern European markets. Knowing that many people regard blood as an effective outcome of brushing, the communications task was to change the meaning attached to seeing blood after brushing â the advertising had to make people realize that seeing blood is bad news. TV was used as the primary vehicle not just because of its efficiency, but its ability to create recognition and bring the idea to life through striking demonstration, since TV is the most powerful medium for changing attitudes, beliefs and behaviour. In addition, it was backed up by print media to provide more detailed information along with point of sale material in-store to remind people of the need to take action. The strong visual imagery of the campaign facilitated the 360Â° execution and strengthened the educational message. The campaign didnât just exceed the aggressive sales target of 40% - it was 2.5 times bigger, bringing in a combined growth of 99%. Looking at ex-factory sales between advertised regions and non-advertised regions demonstrates a significant difference in uplift. Since all other marketing tools were the same, it could only have been the advertising that was responsible for these sales/share uplifts.