Raid® “roach Restaurants”|短视频|广告营销案例【ADGuider广告指南】

突袭®“蟑螂餐厅”

案例简介：战略生活在 “挣扎的城市核心” 的蟑螂患者，定义为家庭年收入低于 40,000 美元/年的人 (尽管低于 20,000 美元的指数很高) 通常生活在 5 人以上的家庭。不管他们的家有多干净，由于他们的环境和他们能负担得起的东西，他们经常继承蟑螂。他们不情愿地接受了使用蟑螂饵的命运，但是突袭®通过找到一种有趣的、创造性的方式来提醒人们注意它们的功效，从而消除了这种污名化。我们注意到蟑螂更喜欢突袭的味道®在竞争中，甚至在真正的食物。为了渗透以食物闻名的城市，突袭®设计了世界上第一个蟑螂大小的餐馆。我们还需要达到纽约市通勤者的目标。然而，通勤者只有在离开房子或回家时才会想到罗奇饵，这非常适合地铁中转站有针对性的户外信息。概要突袭®罗奇鱼饵在纽约市的代表性不足，那里的鱼饵至关重要。虽然突袭®在美国大部分地区，Combat 通常是市场份额的领导者，在蟑螂诱饵领域，Combat 通常是市场份额的领导者。战斗在这些市场的领先份额和信任可以归功于几年前它在贸易促进方面的大量投资; 尽管他们今天不再把钱花在这一努力上, 因此，消费者和贸易继续认识到并购买战斗蟑螂诱饵。以最小的投资，我们不得不扰乱常规购买行为，并推动对 Raid 的考虑®蟑螂饵。执行突袭®以蟑螂大小的餐馆的形状制作了限量版诱饵。对于店内，我们使用 3D 技术让餐厅变得栩栩如生。店主实际上成了小餐馆的 “特许经营者”。在网上，每家餐馆都被视为真正的餐馆，配有评论、菜单选项，甚至指向一个固定地址。餐厅是用独特的 auto-cad 设计系统创建的，因此它们不仅通过光滑的黑色渲染纹理保持极端的细节, 但是设计也可以从最先进的、开创性的 3D 打印技术中实现。活动描述我们注意到蟑螂更喜欢突袭的味道®在竞争中。所以，为了渗透纽约，一个以食物闻名的城市，突袭®以蟑螂大小的餐馆的形状制作了限量版诱饵。结果请参阅机密信息。

突袭®“蟑螂餐厅”

案例简介：Strategy Roach sufferers who live in ‘struggling urban cores,’ defined as those with a household income of under $40,000/year (though there’s a high index of under $20,000) and typically living in 5+ people households. No matter how clean their home is, they often inherit roaches as a result of their environment and what they can afford. They’ve reluctantly accepted their fate of using roach baits, but Raid® de-stigmatized this by finding a fun, creative way to call attention to their efficacy. We noticed that roaches prefer the taste of Raid® over the competition, and even over real food. To penetrate the city renowned for its food, Raid® designed the world’s first roach-sized restaurants. We also needed to reach our target of New York City commuters. However, commuters only think of roach baits when they leave their house or return home, perfect for targeted OOH messages in the subway transit stations. Synopsis Raid® Roach Baits were underrepresented in New York City where the baits are of critical importance. While Raid® is typically the market share leader across most of the U.S., Combat is typically the share leader in the roach baits segment. Combat’s lead share and trust in these markets can be credited back to its heavy investment in trade promotion years ago; and though they are no longer putting money behind this effort today, consumers and trade continue to recognize and purchase Combat roach baits as a result. With minimal investment we had to disrupt routine purchase behavior and drive consideration for Raid® Roach Baits. Execution Raid® created limited-edition baits in the shape of roach-sized restaurants. For in-store, we brought the restaurants to life using 3D technology. Store owners actually became “franchisees” of the tiny restaurants. Online, each restaurant was treated like a real restaurant complete with reviews, menu options, and even directions to a fixed address. The restaurants were created with a unique auto-cad design system, so they not only hold extreme detail through a glossy, black rendered texture, but designs could also be realized from state-of-the-art, pioneering 3D printing techniques. Campaign Description We noticed that roaches prefer the taste of Raid® over the competition. So, to penetrate New York, a city known for its food, Raid® created limited-edition baits in the shape of roach-sized restaurants. Outcome See confidential information.