Breakvertising By Royco|短视频|广告营销案例【ADGuider广告指南】

Royco 的 Breakvertising

案例简介：战略 Royco 是速溶汤市场的领导者。我们决定，我们最重要的竞争对手不是其他汤，而是小吃。所以我们必须在一个竞争非常激烈的小吃市场中脱颖而出。几乎所有的小吃都可以立即消费，只要撕掉包装，开始吃。但是如果你想要一个 Royco，你必须去厨房，烧水，等等，…… 我们把这个 “消极” 元素 (耗时) 成为我们的优势，因为这是你唯一需要真正休息的小吃。我们的大脑需要休息。但是在我们快速而忙碌的世界里，我们总是联系在一起。这对社会有很大的影响。烧伤和抑郁是比利时增长最快的疾病之一，仅在 5 年内就有 60% 的惊人增长。是时候让一个品牌爬上路障，让休息变得重要了。结果 97.5% 的比利时电视观众很受欢迎，部分原因是非侵入性的方法。在国家和国际媒体上，每周接触 250.000 个独特的家庭/超过 650.000 次每周观看/热门话题执行通常，当比利时电视观众暂停直播、录制或点播内容时，他们会看到该内容的冻结图像，中间有一个大的暂停图标。多亏了制作公司的技术人员为我们建造的 Royco breakversing 系统，每个比利时观众现在都可以看到全屏 Royco 广告，支持他们休息。在 2015年11月初，我们测试了第一阶段，在那里我们将 Breakvertising 广告应用于比利时的 100.000 个数字盒。在第一个积极的结果之后，我们在全国范围内推出了它。利用拍摄的节目数据和观众自己的广告，现在甚至可以成为目标。概要过去几年，点播观看引起了比利时人观看电视方式的重大转变，但这对比利时品牌如何使用数字电视与观众交流并没有真正产生同样的影响。尽管它是一个不断发展的智能技术设备，digibox 及其潜力还没有受到我们的营销人员或广告商的挑战，因为他们中的大多数人在电视方面仍然是传统的思想家。即使商业广告不再有一定数量的观看费率。像网飞这样的新玩家以及重播和广告跳过功能创造了一个电视景观，在这个景观中，我们自己作为观众决定何时以及为什么我们要休息一下。不再受商业广告和带给你的品牌的控制或指导。但是我们没有把这视为限制，而是把它作为一个起点。活动描述比利时人借了很多发生在家里。例如，多亏了数字电视，他们可以随时暂停屏幕上的直播、录制或点播内容，并随时开始再次观看。他们所要做的就是按下遥控器上的暂停按钮，他们的电视节目就会冻结。在这个确切的时刻，我们希望观众看到有趣的 Royco 广告，而不是他们正在观看的内容的无聊的冻结图像。但是这样做的技术还不存在。所以我们决定自己创造它，并与制作公司一起，我们将 “冻结屏幕” 变成了一种全新的广告媒体。每当观众按下他/她遥控器上的暂停按钮时，Royco 的一个有趣的暂停广告就会出现，庆祝观众的休息。相关性数字电视给我们看电视的时间和方式带来了巨大的变化。但电视上的经典广告模式保持不变。随着 Breakvertising，我们重新定义了广告在人们更加个性化的生活中的作用。这场运动改变了电视广告，从中断的商业中断到相关的和 “消费者触发的” 电视交流。几乎所有品牌都有一个特定的品牌世界，但很少有人能够以相关的方式将这个世界转化为特定的媒介。我们的创新现在甚至已经发展成为一个相关的、非侵入性的媒体平台。

Royco 的 Breakvertising

案例简介：Strategy Royco is market leader in the instant soup market. And we decided that our most important competitors are not other soups but snacks. So we had to differentiate ourselves in a very competitive snack market.Almost all snacks are ready for immediate consumption, just tear down the packaging and start eating. But if you want a Royco, you have to the kitchen, boil water, wait,… We turned this ‘negative’ element (time consuming) into our advantage because it’s the only snack where you need a real break. Our brain needs breaks to perform. But in our fast and busy world we are always connected. This has a great impact on society. Burn outs and depressions are one of the fastest growing diseases in Belgium with a spectacular growth of 60% in only 5 years’ time. Time for a brand to climb on the barricades and make taking breaks important again. Outcome Well-received by 97.5% of Belgian TV viewers, partly due to the non-intrusive approach.Weekly reach of 250.000 unique homes / adMore than 650.000 weekly views / adHot topic in national and international press Execution Normally, when Belgian TV viewers pause their live, recorded or on demand content, they get to see a frozen image of that content provided with a big pause icon in the middle. Thanks to the Royco Breakvertising system the technicians of the production company built for us, every Belgian viewer now got to see a fullscreen Royco ad, supporting them in taking a break. In the beginning of november 2015, we tested the first stage, where we applied the Breakvertising ads to 100.000 digiboxes in Belgium. After the first positive results, we launched it nationwide. Using captured data of the show viewed and the viewers themselves ads can now even be targeted. Synopsis The last years, on demand viewing caused a major shift in how Belgians watch TV but it didn’t really have the same effect on how Belgian brands use digital TV to communicate to viewers. Despite it being an ever-evolving and smart technological device, digiboxes and their potential are not yet challenged by our marketeers or advertisers, as most of them are still traditional thinkers when it comes to TV. Even when commercials no longer have an insured amount of viewing rates. New players like Netflix as well as replay & ad skipping features created a television landscape in which we ourselves as viewers decide when and why we take a break from our content. Not longer controlled or directed by commercial breaks and the brands that bring them to you. But instead of seeing this as a restriction, we took it as a starting point. Campaign Description Belgians like to take a lot of breaks at home. Thanks to digital TV, for example, they pause the live, recorded or on demand content on their screen whenever they want and start watching it again whenever they want. All they have to do is press the pause button on their remote and their TV show freezes. On this exact moment, we wanted viewers to see amusing Royco ads instead of a boring frozen image of the content they're watching. But the technology to do this didn’t exist yet. So we decided to create it ourselves and together with the Production company we transformed the "freeze-screen" into a whole new ad medium. Every time a viewer pressed the pause button on his/her remote, one of Royco’s funny pause ads appeared celebrating the viewer's break. Relevancy Digital TV brought drastic change in what, when and how we watch TV. But the classic advertising model on TV remained the same. With Breakvertising we redefined the role of advertising in people’s more personalized lives. The campaign changed TV advertising for good going from interruptive commercial breaks to relevant and “consumer-triggered” communication on TV. Almost all brands have a specific brand universe, but few of them are capable of translating that universe into a specific medium in a relevant way. Our innovation has now even evolved to a relevant and non-intrusive media platform.