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彩虹独家报道 | Exclusive the Rainbow

彩虹独家报道 | Exclusive the Rainbow | 彩虹糖 | Skittles | 恒美 | DDB
下载原始文件 下载原始文件 JPG | 2048x1452px
基本信息
行业: 糖果与零食
媒体:DM
投放:美国
风格: Minimalism
说明cnen
Synopsis
After three years of success as a Super Bowl advertiser, Skittles had grown fond of the massive amounts of attention that came with it – putting us top of mind during a key retail “drive” period for the brand. But 2018 would be different. Skittles would no longer be buying an ad during the Big Game. The resulting brief was simple, if anything but simple to achieve: Get Super Bowl-sized attention… without an actual in-game Super Bowl commercial. The objective was 687 million total impressions. A high bar, considering the dozens of other brands spending ten times more than us to grab the attention of the same audience at the exact same moment. And, do it all without the traditional Super Bowl TV media the other brands were paying millions for.
Strategy
To achieve our objective, we knew Skittles couldn’t simply be entertaining, we had to be truly disruptive. Subverting the Super Bowl spectacle in a way that would shift the existing conversation and steal its spotlight. One of the most interesting things to disrupt, we realized, was simply the scale of Super Bowl marketing itself – brands trying their hardest to win the affection of hundreds of millions of people at once. To disrupt this predictable pattern, we decided, Skittles would not compete for the same 100 million+ audience everyone else was going for. In fact we would ignore them completely. Instead focusing all of our Super Bowl attention on one single person.
Relevancy
The Super Bowl is the most cluttered marketing environment of the year, with brands spending millions trying to outdo one another to stand out. Skittles didn’t have a Super Bowl ad, but still wanted to get Super Bowl-sized attention. So we threw out years of advertising convention, and created an epic super bowl ad but only showed it to one person. Activating using a program featuring digital/social, PR and Facebook Live, we captured more attention than many brands that spent millions on traditional TV media. By creating a unique experience for just one person, we captured the attention of millions.
Outcome
The campaign had clear business impact for the brand, driving a 7% lift in Skittles Originals sales over the course of its 5-week run (in a category that was declining 4%). It shattered our total impression goal (687 MM), delivering a full 1.5 billion earned impressions, and exceeding our specific earned reach goal by over 354%. In fact, when compared to 2017 (when Skittles had an actual Super Bowl ad buy to drive the conversation…) our 2018 campaign exceeded earned media impressions in the lead-up to Game Day by over 10%. Just as satisfying, in Business Insider/Amobee’s tracking of “the top 10 buzziest commercials of Super Bowl 2018,” our Skittles work drove the 6th- most digital content engagement of any brand– beating out several actual in-game Super Bowl advertisers outspending us by large amounts.
Execution
The idea came to life in three phases, each timed and engineered to steal the attention of existing Super Bowl conversations. As other brands were unveiling their own traditional Super Bowl TV ads, we released an announcement film on social channels, sharing our ridiculous idea and introducing Marcos to the world. As press built around the most Exclusive Super Bowl Ad ever, we released 4 baffling teaser ads featuring David Schwimmer, encouraging people to guess which was an actual scene from the Super Bowl Ad they would never get to see. Finally, on Super Bowl Sunday, as ad conversation peaked, we live-streamed Marcos watching the ad on Facebook Live. They watched in real time as Marcos saw the surprise lengths we went to to customize the ad for him - a doppelganger lead actor, his Mom and best friend in the ad, even secretly filming a scene inside his house.
CampaignDescription
We created a real, epic Super Bowl ad, but only showed it to one single person. Instead of yet another ad seeking the approval of millions, our Super Bowl commercial would be tailored to earn the love of only one – a real teenage Skittles fan from Canoga Park, CA named Marcos Menendez.
制作信息
品牌:
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制作公司:
奖项
戛纳国际创意节 2018
金奖 品牌体验与激活
Sectors > Food & Drink
戛纳国际创意节 2018
金奖 社交媒体与网红
Sectors > Food & Drink
戛纳国际创意节 2018
银奖 品牌体验与激活
Social Engagement & Integration for Live Experience
戛纳国际创意节 2018
银奖 直效
Sectors > Food & Drink
戛纳国际创意节 2018
铜奖 品牌体验与激活
Brand-owned Experiences
戛纳国际创意节 2018
铜奖 直效
Experience Design
戛纳国际创意节 2018
铜奖 娱乐
Excellence in Audience Engagement or Distribution Strategy for Branded Content
戛纳国际创意节 2018
铜奖 社交媒体与网红
Brand Storytelling
戛纳国际创意节 2018
铜奖 社交媒体与网红
Multi-platform Social Campaign
戛纳国际创意节 2018
入围 品牌体验与激活
Live B2C Brand Experience or Activation
戛纳国际创意节 2018
入围 直效
Copywriting
戛纳国际创意节 2018
入围 媒介应用
Use of Brand or Product Integration into a Programme or Platform
戛纳国际创意节 2018
入围 媒介应用
Use of Branded Content created for Digital or Social
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