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差异
案例简介：摘要: 牙龈疾病是牙齿脱落的最大原因，也是一个日益严重的问题。如果欧洲多达 14m 人对此无所作为，他们可能会失去牙齿。一项全球发病率研究发现，几乎一半的人口经历过牙龈出血，这是牙龈疾病的关键指标之一。随着人口老龄化，这一趋势可能会继续下去，随着市场的继续扩张，Parodontax 尽早建立声誉和立足点至关重要。具体来说该公司希望每个市场的价值销售额每年增加 15%，价值份额增加 10%。他们还希望将总品牌知名度提高 30%，并增加对 Parodontax 能以同样数量止血牙龈的理解。执行策略是通过 “差异” 的创造性想法将解决方案与消极问题并列 -- 不吐血和吐血的区别是狭隘的;有牙齿和可能没有牙齿之间的区别是愚蠢的。 “差异” 活动主要集中在电视上，以接触更广泛的观众，大大超过了其目标，显示了广告和最终销售之间的明确联系,购买意愿的显著提升包括那些看过广告的人，而不是那些没有看到广告的人，并且超过了主要竞争对手的增长。
差异
案例简介：SUMMARY: Gum disease is the biggest cause of tooth loss and is a growing problem. Up to 14m people in Europe could lose their teeth if they do nothing about it. A Global Incidence Study found that almost half the population have experienced bleeding gums, one of the key indicators of gum disease.As this trend is likely to continue as the population ages, it was critical for Parodontax to develop a reputation and foothold early as this market continues to expand.Specifically, the company was looking for an annual increase in value sales of 15% in each market and a 10% increase in value share. They also wanted to grow total brand awareness by 30% and increase the understanding that Parodontax stops bleeding gums by the same amount.The executional strategy was to juxtapose the solution alongside the negative problem through the creative idea of ‘Difference’ – the difference between not spitting blood and spitting blood is Parodontax; the difference between having teeth and potentially not having teeth is Parodontax.Focused mainly on TV to reach a wider audience, the ‘Difference’ campaign significantly exceeded its objectives, demonstrating a clear linkage between the advertising and eventual sales, a significant uplift in purchase intention amongst those who had seen the ad versus those who had not and exceeding the growth of key competitors.
Difference
案例简介：摘要: 牙龈疾病是牙齿脱落的最大原因，也是一个日益严重的问题。如果欧洲多达 14m 人对此无所作为，他们可能会失去牙齿。一项全球发病率研究发现，几乎一半的人口经历过牙龈出血，这是牙龈疾病的关键指标之一。随着人口老龄化，这一趋势可能会继续下去，随着市场的继续扩张，Parodontax 尽早建立声誉和立足点至关重要。具体来说该公司希望每个市场的价值销售额每年增加 15%，价值份额增加 10%。他们还希望将总品牌知名度提高 30%，并增加对 Parodontax 能以同样数量止血牙龈的理解。执行策略是通过 “差异” 的创造性想法将解决方案与消极问题并列 -- 不吐血和吐血的区别是狭隘的;有牙齿和可能没有牙齿之间的区别是愚蠢的。 “差异” 活动主要集中在电视上，以接触更广泛的观众，大大超过了其目标，显示了广告和最终销售之间的明确联系,购买意愿的显著提升包括那些看过广告的人，而不是那些没有看到广告的人，并且超过了主要竞争对手的增长。
Difference
案例简介：SUMMARY: Gum disease is the biggest cause of tooth loss and is a growing problem. Up to 14m people in Europe could lose their teeth if they do nothing about it. A Global Incidence Study found that almost half the population have experienced bleeding gums, one of the key indicators of gum disease.As this trend is likely to continue as the population ages, it was critical for Parodontax to develop a reputation and foothold early as this market continues to expand.Specifically, the company was looking for an annual increase in value sales of 15% in each market and a 10% increase in value share. They also wanted to grow total brand awareness by 30% and increase the understanding that Parodontax stops bleeding gums by the same amount.The executional strategy was to juxtapose the solution alongside the negative problem through the creative idea of ‘Difference’ – the difference between not spitting blood and spitting blood is Parodontax; the difference between having teeth and potentially not having teeth is Parodontax.Focused mainly on TV to reach a wider audience, the ‘Difference’ campaign significantly exceeded its objectives, demonstrating a clear linkage between the advertising and eventual sales, a significant uplift in purchase intention amongst those who had seen the ad versus those who had not and exceeding the growth of key competitors.
差异
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Difference
暂无简介
基本信息
- 广告战役： #Difference#
- 广告品牌： Parodontax
- 发布日期： 2012-06-01
- 行业领域： 个人护理 , 牙膏牙刷 , 日用品/母婴
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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