注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

Yes, Virginia

基本信息
行业: 零售与分销
媒体:推广与活动
投放:美国
风格: Minimalism
说明cnen
Describe the campaign/entry:
In 1897 a little girl named Virginia, wrote a letter to the New York Sun, asking if Santa Claus was real. The newspaper's response remains one of the most famous editorials in history: "Yes, Virginia there is a Santa Claus..." Fast-forward to 2008, the Yes, Virginia editorial inspires 'Believe', a holiday campaign for Macy's. Quoting those famous words, we asked American's to prove they believe by writing their own letter to Santa Claus and mailing it at any Macy's nationwide. Believe Meter's across the country tracked the progress, and by Christmas 2008 had collected over 1.1 million letters. Our challenge for 2009 was to build on that success. We knew we could inspire more people to believe if we told Virginia's story beyond the confines of traditional advertising.

Give some idea of how successful this campaign/entry was with both client and consumer:
'Yes, Virginia' cemented itself as a new holiday classic and a franchise that will continue to generate revenue through merchandise, DVD sales and other channels. 'Yes, Virginia' reached more than 3.7 million viewers. PR resulted in a substantial lift in overall exposure during Macy’s most critical season with 1.84 billion impressions generated. On the night of the show, 'Yes, Virginia' was Google’s No. 1 and No.4 hottest search terms. 'Yes, Virginia' made TV Guide’s coveted Hot List. USA Today said, "Like Santa himself, Virginia should be a welcome Christmas visitor for years to come." The Parents Television Council named it the Best TV Show of the Week. Holiday sales for the five-week period ending Jan. 2, 2010 achieved Macy’s sales goals: $4.4 billion in sales, 1% growth in same-store sales and 29% growth of Macys.com.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
On December 11th, the true story of 'Yes, Virginia' aired, a 30-minute animated Christmas special that was pitched and sold to CBS, and premiered in prime time. In just 37 weeks, half the production schedule of a typical animated show, we created a living, breathing New York City, circa 1897. We invented a motley cast of characters to help Virginia on her quest, and hired some famous voices to bring them to life. The show incorporated elements of the Believe Campaign, through the Believe Meter and the red holiday mailboxes. But more importantly, we crafted a story around our campaign message, the importance and power of believing.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
创意总监:
文案:
美术指导:
客户主管:
客户主任:
客户经理:
制作公司:
制片:
导演:
剪辑:
音效设计:
后期制作:
动画:
其他职位:EP: Robin Feldman
EP: Mick Ebeling/Dexton Deboree
Arrangement: John Bowen
Music: Artist/Title: Nicholas Hooper
Other Credits: Director Of Broadcast Production: Joe Calabrese; Director Of Integrated Production: Clair Grupp
奖项
戛纳国际创意节 2010
铜奖 整合营销钛狮
Titanium and Integrated
最新更新
加载中...
赞助商