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Josh's Band

基本信息
行业: 专业与公共服务
媒体:推广与活动
投放:英国
风格: Minimalism
说明cnen
Results and Effectiveness:
To date, Josh’s Band has over 2,500 band members. The band attracted esteemed music producer Jonathon Quarmby. Their debut single release features 1107 band members. This track was released by Universal Records. The band’s story was followed on the front page of myspace. Pay As You Go sales increased by 61% during the campaign, compared to the previous year. Online sales also increased by 30%. During December, when Josh’s Band was on a nationwide tour, T-Mobile had record-breaking footfall nationwide, which led to record-breaking sales across the board. December became T-Mobile’s best sales month in their history.

Creative Execution:
We began by hitting the streets of Britain with a documentary film crew, asking the target audience what could they do with the offer. A guy called Josh Ward told us he’d start a ‘superband’. So we gave him the product and challenged him to do it. We didn’t know what would happen from one week to the next as we didn’t know Josh, or how successful he would be. He used his free texts to contact every musician he knew. He then used his MySpace to attract musicians he didn’t know. He plotted them on a Googlemap that became a database of British musicians. He used his own Twitter account to stay in touch, and uploaded video diaries to his YouTube channel. He wrote a song with a couple of band members and then organised a nationwide tour so that he could play it and record it with as many band members as possible.

Insights, Strategy and the Idea:
After two successful brand campaigns in 2009, T-Mobile wanted their third campaign to focus around their Pay As You Go tariff, whilst still maintaining their Life’s for Sharing philosophy. The tariff offered free texts and Internet for life. We felt it was such an empowering offer that we didn’t just want to tell people it was, we wanted to prove it - by seeing what someone could achieve just by using the free texts and internet. So we decided to find someone in the target audience from the general public who would fulfil the potential this tariff gave them. It was to be a social participation experiment and a product demonstration all at the same time. By doing so, we had to increase Pay As You Go sales in stores and online by 10%.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
插画:
摄影:
排版:
制作统筹:
客户主管:
客户主任:
客户经理:
客户企划:
制片:
导演:
剪辑:
音效设计:
后期制作:
其他职位:Business Leader: Sally Beerworth
Production Manager: Emma Wolanski
奖项
戛纳国际创意节 2010
铜奖 媒介应用
Product & Service/Commercial Public Services
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