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Choose the Moustache

基本信息
行业: 零售与分销
媒体:影视
风格: Minimalism
说明cnen
Why is this work relevant for PR?

Partnerships with talents are a common thing in brands in order to get PR.And last Christmas, Pescanova not only joined that way of communicating but did it in a way no one had ever done before: using the most remarkable aspect of Vicente del Bosque to talk about the most remarkable aspect of their product, the Rodolfos.

To sum up, we achieved results better than expected, even using such a celebrity. We reached many different audiences, from our core target demographic to young consumers, and made not only the Internet, but a whole country talk about our brand, simply by

Background

Prawns are a celebratory staple of every Christmas dinner in Spain. Their consumption during Christmas increases by 200%. An increase that positively impacts private labels, not Pescanova.

During Christmas, consumers go to the Fishmongers rather than the supermarket. They need the fishmonger’s advice, as they don’t know how to identify a good prawn from a bad one.

Pescanova wanted to teach Spaniards how to identify their best quality prawns, but always under the promise: “Let’s keep it fresh”. This entertaining and fun lesson needed not only to be notorious and easy to learn but talked about everywhere. One which would make people choose correctly, without simply taking the fishmonger’s advice of choosing a private label.

They key for choosing quality was easy. If they had moustaches, they were “Rodolfos”, the best quality prawns of Pescanova. Prawns with their moustache intact meant these prawns had been handled and treated with care.

Describe the creative idea (20% of vote)

Moustaches make a difference. To prove this unquestionable truth, we decided to shave Spain’s most famous moustache: Vicente del Bosque’s.

The famous Spanish National Football Coach, who led Spain to win a World Cup, hasn’t been without his signature look for over 45 years.

When he lost his moustache, it went viral. Everyone could appreciate that without the moustache, Vicente is not Del Bosque. And the best part of it, they learned the lesson: without the moustache, a prawn is not a Rodolfo.

Describe the PR strategy (30% of vote)

Our target audience was homemakers who had no clue how to choose an outstanding prawn. They needed advice, education and knowledge to make a good choice during Christmas.

This campaign clearly needed an element, easily identifiable by consumers in order to distinguish the Rodolfos from the white-label branded prawns. An element only present in Pescanova’s best quality prawns: their moustache.

Discovering the importance of the moustache was key, and also creatively fertile. A fresh way to educate consumers about the quality of the prawns that could give birth to an entertaining, fun and close-to-the-people product campaign.

Describe the PR execution (20% of vote)

Having Vicente del Bosque’s approval of one of the riskiest proposals in our country’s history made us think bigger. We decided not only to shave him, but to make the idea even more notorious, generating the maximum possible buzz all over Spain. Creating hype, spurring conversations of why the hell Vicente would do such a thing.

A clean-shaven Vicente first appeared in the prestigious Men’s Health Awards Ceremony, catching everyone by surprise. The media, alongside word-of-mouth pushed the campaign and immediately, the Internet went crazy. Thousands of theories started buzzing around for two days.
No one had a real answer until the truth came out in a TV film, where we revealed Pescanova was behind the drastic change of appearance. We also created some snackable content to complete the campaign, making the Internet talk about it longer than expected.

List the results (30% of vote) – must include at least two of the following tiers:

Since the very first moment the campaign was on air, the Internet flipped out and generated a buzz way higher than expected. Crazy theories, memes and tons of content made the campaign achieve more than 138 million impressions and more than €3.2 million in earned media.

But buzz was not only it. We needed to drive sales, and we did. Pescanova’s sales increased by 19%, quadrupling their market share. Lesson learned; consumers were capable of choosing, and they chose Rodolfos.

It became the most successful campaign in Pescanova’s history, and one of the most viewed ads during Christmas with over 12 million views.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
铜奖 公关活动
Use of Celebrity, Influencers & Key Opinion Leaders
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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