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拥抱
案例简介：摘要: 2007年初，Vicks，一个深受喜爱的老品牌，正遭受着日益严重的呼吸系统疾病 (咳嗽、感冒和流感) 的困扰。减少充血剂的存在。复兴这个品牌需要新产品来填补与强大市场领导者的投资组合缺口。新产品将团结在一个单一的想法下，创造一个跨越范围的品牌。 维克斯的目标是 21% 的人，当他们感冒时，他们有强烈的军人愿望，并且愿意治疗。这一群体大多数是 25-45 岁的妇女，有年幼的孩子和积极的生活方式。 活动目标是在第一年和每个细分市场 (咳嗽、感冒或减充血剂)，将英国/爱尔兰的 Vicks 品牌的销售额增长 25% 以及 Vicks 拥有新产品的国家 (英国/爱尔兰、奥地利和荷兰)。额外的创造性目标是确保英雄产品的执行必须成功地成为基础，加强核心品牌价值/属性，简化购物者的体验。 因为感冒/流感销售是季节性的，大多数竞争活动发生在同一个月, 这家媒体机构为每个国家创造了一种活动模式，将每个产品的支出集中在消费者最容易接受的时间上。 这场运动的灵感在于，对消费者来说，症状只是感冒的一部分; 真正的问题是症状如何阻止他们生活。 痛苦和症状被强调结果所取代，用简单、翔实的解释来证实它是如何工作的。 一个单一的品牌理念，虽然在维克斯，我们专注于解决方案，而不是问题; 我们是为人，而不是症状，employed 被用于所有广告产品。 电视被用来宣传新品牌的观点和介绍英雄产品, 网络增加了消费者积极寻求健康信息和保证的可见性，并在店内提供更好、更直接的消费者体验，鼓励跨范围销售。 到 2008年初，Vicks 是一个连贯的品牌，在呼吸道和减充血剂领域都有产品，在英国/爱尔兰的销售额同比增长 31%，在奥地利和荷兰的价值份额分别提高 7% 和 19%。然而，在这些国家中，GRPs 同比下降: 英国/爱尔兰下降 3%，奥地利下降 20%，荷兰下降 13%。
拥抱
案例简介：SUMMARY: In early 2007, Vicks, an old, beloved brand suffering from terminally declining relevance, had little presence in the big, growing respiratory category (cough, cold & flu) and a dwindling presence in decongestants. Resurrecting this brand would require new products to fill portfolio gaps against strong market leaders. The new product would be united under a single idea, to create a brand that stretched across the range. Vicks targeted the 21% of the population who have a high desire to soldier on when they have a cold and who are willing to treat. Most of this group are women aged 25-45 with young children and an active lifestyle. Campaign objectives were to grow sales value by 25% for the Vicks brand in the UK/Ireland as the lead market in the first year and in each segment (Cough, Cold or Decongestant) and country (UK/Ireland, Austria & Netherlands) where Vicks had new products. Additional creative objectives were to ensure that hero product executions must successfully halo the base, to strengthen core brand values/attributes and simplify shoppers experience. Because cold/flu sales are seasonal and most competitive activity occurs during the same months, the media agency created a pattern of activity for each country that focused spend for each product on the time when consumers would be most receptive. The inspiration for this campaign was that, for consumers, symptoms are just part of the cold; the real problem is how symptoms prevent them from living their lives. Suffering and symptoms were replaced by an emphasis on the outcome, substantiated with simple, informative explanations of how it works. A single brand idea, At Vicks we focus on solutions not problems; we are for people, not symptoms, was employed for all advertised products. TV was used to promote the new brand point of view and to introduce hero products, web to add visibility where the consumer was actively seeking health information and reassurance and in-store to deliver a better and more straightforward consumer experience and to encourage cross-range sales. By early 2008 Vicks was a coherent brand with products in both respiratory and decongestant sectors and sales growth in UK/Ireland of 31% YOY, value share improvement by 7% in Austria and 19% in Netherlands. However, in each of these countries, YOY GRPs fell: by 3% in UK/Ireland, 20% in Austria and 13% in Netherlands.
Hugs
案例简介：摘要: 2007年初，Vicks，一个深受喜爱的老品牌，正遭受着日益严重的呼吸系统疾病 (咳嗽、感冒和流感) 的困扰。减少充血剂的存在。复兴这个品牌需要新产品来填补与强大市场领导者的投资组合缺口。新产品将团结在一个单一的想法下，创造一个跨越范围的品牌。 维克斯的目标是 21% 的人，当他们感冒时，他们有强烈的军人愿望，并且愿意治疗。这一群体大多数是 25-45 岁的妇女，有年幼的孩子和积极的生活方式。 活动目标是在第一年和每个细分市场 (咳嗽、感冒或减充血剂)，将英国/爱尔兰的 Vicks 品牌的销售额增长 25% 以及 Vicks 拥有新产品的国家 (英国/爱尔兰、奥地利和荷兰)。额外的创造性目标是确保英雄产品的执行必须成功地成为基础，加强核心品牌价值/属性，简化购物者的体验。 因为感冒/流感销售是季节性的，大多数竞争活动发生在同一个月, 这家媒体机构为每个国家创造了一种活动模式，将每个产品的支出集中在消费者最容易接受的时间上。 这场运动的灵感在于，对消费者来说，症状只是感冒的一部分; 真正的问题是症状如何阻止他们生活。 痛苦和症状被强调结果所取代，用简单、翔实的解释来证实它是如何工作的。 一个单一的品牌理念，虽然在维克斯，我们专注于解决方案，而不是问题; 我们是为人，而不是症状，employed 被用于所有广告产品。 电视被用来宣传新品牌的观点和介绍英雄产品, 网络增加了消费者积极寻求健康信息和保证的可见性，并在店内提供更好、更直接的消费者体验，鼓励跨范围销售。 到 2008年初，Vicks 是一个连贯的品牌，在呼吸道和减充血剂领域都有产品，在英国/爱尔兰的销售额同比增长 31%，在奥地利和荷兰的价值份额分别提高 7% 和 19%。然而，在这些国家中，GRPs 同比下降: 英国/爱尔兰下降 3%，奥地利下降 20%，荷兰下降 13%。
Hugs
案例简介：SUMMARY: In early 2007, Vicks, an old, beloved brand suffering from terminally declining relevance, had little presence in the big, growing respiratory category (cough, cold & flu) and a dwindling presence in decongestants. Resurrecting this brand would require new products to fill portfolio gaps against strong market leaders. The new product would be united under a single idea, to create a brand that stretched across the range. Vicks targeted the 21% of the population who have a high desire to soldier on when they have a cold and who are willing to treat. Most of this group are women aged 25-45 with young children and an active lifestyle. Campaign objectives were to grow sales value by 25% for the Vicks brand in the UK/Ireland as the lead market in the first year and in each segment (Cough, Cold or Decongestant) and country (UK/Ireland, Austria & Netherlands) where Vicks had new products. Additional creative objectives were to ensure that hero product executions must successfully halo the base, to strengthen core brand values/attributes and simplify shoppers experience. Because cold/flu sales are seasonal and most competitive activity occurs during the same months, the media agency created a pattern of activity for each country that focused spend for each product on the time when consumers would be most receptive. The inspiration for this campaign was that, for consumers, symptoms are just part of the cold; the real problem is how symptoms prevent them from living their lives. Suffering and symptoms were replaced by an emphasis on the outcome, substantiated with simple, informative explanations of how it works. A single brand idea, At Vicks we focus on solutions not problems; we are for people, not symptoms, was employed for all advertised products. TV was used to promote the new brand point of view and to introduce hero products, web to add visibility where the consumer was actively seeking health information and reassurance and in-store to deliver a better and more straightforward consumer experience and to encourage cross-range sales. By early 2008 Vicks was a coherent brand with products in both respiratory and decongestant sectors and sales growth in UK/Ireland of 31% YOY, value share improvement by 7% in Austria and 19% in Netherlands. However, in each of these countries, YOY GRPs fell: by 3% in UK/Ireland, 20% in Austria and 13% in Netherlands.
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基本信息
- 广告战役： #息可舒-影视-9f22#
- 广告品牌： 息可舒
- 发布日期： 2007-01-10
- 行业领域： 生活服务 , 医疗/护理 , 医药
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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