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Hardchorus

基本信息
行业: 服装
媒体:推广与活动
投放:美国
风格: Minimalism
说明cnen
Results and Effectiveness:
Within two weeks Hardchorus was viewed 5,000,000 times (YouTube and pumahardchorus.com). Fans from 121 countries, representing 50+ clubs, praised Hardchorus with 3,000 YouTube comments and 700 videos. The global online buzz (600 blogs, 2,000 Tweets) drove national media coverage and delivered 100,000,000 free contacts. 50,000 V-cards were sent, earning 10 million free contacts via Facebook Connect. 50,000 fan addresses were added to PUMA’s database, while PUMA’s Facebook Football friends increased x5 in a day. Hardchorus doubled weekly concept store sales and delivered 1,800,000 unique visitors to PUMA online. Hardchorus cost the equivalent of 5 x 30” World Cup TV spots.

Creative Execution:
We identified football sites and stadiums as the two areas where raw football love is unleashed, whilst ‘fan videos’ and ‘anthem chanting’ were the means of expressing this love. The creative idea: The PUMA Hardchorus. A quirky video featuring real hard core fans chanting love songs that could be sent as a personalised Valentine’s e-card. In the week leading up to Valentine’s Day (V-Day), media partnerships, editorial seeding and behavioural targeting across football sites and blogs/forums delivered effective reach. Nearer V-Day, YouTube and Google targeted ‘football’ and ‘Valentine’ searches while Facebook Connect amplified social reach. On the Friday, we went mainstream by handing out Valentine’s cards though Metro distributors. On V-Day we enabled fans to perform their own hardchorus at karaoke booths across European stadiums and fed the video content to YouTube. To thank the original Hardchorus casts, we broadcast their performance on national TV during their teams’ Valentine’s Day matches.

Insights, Strategy and the Idea:
Back in June 2009, whilst Adidas’ Kaka and Nike’s Ronaldo were signing €160 million worth of contracts, the PUMA team were developing the LOVE=FOOTBALL concept in an attempt to engage directly with everyday fans, regardless of team or player preferences. Consumer research into aspects of love and football produced a unique, yet dual, insight: Fans’ love for the game tends to either fulfil the lack of personal relationships (50% of 15-34 year-old fans are single) or to create tensions in existing relationships. Upon realising that for the first time in 11 years the day of LOVE (Valentine’s Day) would clash with the day of FOOTBALL (Sunday), we knew that a 2010 Valentine’s campaign would be an unmissable opportunity to dramatise and amplify the LOVE=FOOTBALL concept. We needed a contagious creative idea to excite fans and start a movement.
制作信息
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其他职位:Head of Ideas: Andrew Clarke
Head of Communications Planning: Michael Iskas
Newcast Project Manager: Anna Yorke
Digital Planning Director:Stephen Neville
Chief Marketing Officer: Tony Bertone
Head of Global Marketing: Paul Gautier
Head of Digital: Adam Petrick
Media Manager: Jessica Bridges
Digital Manager: Ingrid Wong
Production Manager: Rachanee Charoenying
Head of PR: Sara Gottman
Creative Chairman: David Droga
Creatives: Petter Hernmarck/Erik Hogfeldt
Associate Creative Director of Digital: Neil Heymann
Head of Integrated Production: Sally-Ann Dale
Managing Directors: Tim Katz/Matthew Brown
奖项
戛纳国际创意节 2010
铜奖 媒介应用
Product & Service/Clothing, Footwear & Accessories
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