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Inconvenience Stores

基本信息
行业: 金融与法律服务
媒体:互动
投放:澳大利亚
风格: Minimalism
说明cnen
Synopsis
Swann Insurance is a leading specialist motorcycle insurer in Australia. Their niche market was changing as bigger, more general insurers were cutting prices and weakening Swann’s specialist proposition. An aging campaign that focused on rational benefits (protection and value) had worked when motorcyclists defaulted to specialists; but they could no longer be relied upon to choose Swann. Swann needed to transform their brand to build an emotional connection to the sub-culture it served; a subculture where identity and belonging mattered most. The brief was to establish a positioning and a platform that drove the relevance of the Swann brand again and demonstrated that Swann Insurance was an integral part of the motorcycling subculture within Australia.
Strategy
We were talking to motorcyclists all over Australia. Awareness wasn’t an issue for Swann Insurance, but brand relevance was beginning to be. As an insurer, Swann’s core benefit is one of protection – protecting riders’ passion and their bikes. However, to truly make a difference in the category, Swann needed to do the opposite of what an insurer would do (reduce risk) and proactively enable riders to enjoy their passion to the fullest. Quantitative research showed that riders were using their motorbikes less as they grew older – with the average rider getting on their bike just twice a month. We spoke to riders and found that it wasn’t because they had lost their passion or enjoyment; it was simply that life would get in the way. This insight solidified Swann’s role beyond protection – to enable reasons to ride.
Relevancy
Swann Insurance’s ‘Inconvenience Stores’ campaign was conceived to build the Swann brand and drive direct acquisitions. Bringing to life the ‘Another Reason to Ride’ brand platform, Swann Insurance – a specialist motorcycle insurer – created a series of stores at the end of Australia’s most epic motorcycle rides. Turning a quick trip into an epic adventure, they were stocked with Swann’s own dedicated range of Inconvenient Products (milk/chocolate/toilet paper). These products were free for riders, and designed to increase acquisitions with a 10%-off policy offer on the back.
Outcome
From entire clubs, to celebrities, enthusiasts and casual riders, all types on all kinds of bikes began going great distances to grab the milk – some even interstate. And Swann Insurance proved it understood riders better than anyone else, with the results to show for it. A key objective of the campaign was to drive lead acquisition in a new, innovative way. By creating a real-life product range in a category that only sells intangible products; as well as a reward for effort through a competitive offer, we were able to drive leads up 23%. This resulted in a revenue growth of 52.6% YOY. Online and brand engagement as a result of the campaign increased by 284% across the life of the campaign. What’s more, the campaign delivered a positive ROI of $1:$7.14 – for every $1AUD Swann Insurance spent, the campaign delivered $7.14.
Execution
The campaign began with the creation of four ‘Inconvenience Stores’ across Australia. The stores were located at the end of Australia’s most epic rides, rewarding those who went on the journey. The stores were fitted out with a bespoke branding experience, complete with retail features like wall stickers, shelf wobblers, sandwich boards, decals and in-store displays. Along with the stores, the Inconvenient Product Range was born. Made purely for riders, units of milk, chocolate and toilet paper were produced and stocked on the shelves at each Inconvenience Store. They were free for riders and offered them a 10% insurance discount to drive direct acquisition. Supporting the launch, a TVC announced the opening of the stores to the nation. This was reinforced through digital/social channels and online maps/comms that helped riders find their furthest store. Outdoor placements in far-off regional areas were also utilised, showing riders the way across the country.
ClientBriefOrObjective
Overall budget - $150,000 spent on production. • Head hours - $25,0000 • Post Production - $30,000 • Production - $80,000 • POS production – $5,000 • Product production - $10,000 $105,000 spent on paid media. • Paid TV - $95,000 • Regional OOO - $5,000 • Trade press magazines - $3,000 • Digital - $1000 • Social amplification - $1000
CampaignDescription
Turning an everyday errand into an epic adventure, Swann ‘Inconvenience Stores’ opened at the end of Australia’s best rides. They were stocked with Swann’s own Inconvenient Products (milk, chocolate and toilet paper) that were free for riders and offered them a 10% insurance discount via a unique code. Getting the milk now meant getting on your bike for hours – in some cases days. A TVC announced the opening of the stores, and online maps and outdoor showed riders the way. With Social and PR, including radio interviews and press, magnifying the message, riders soon took to the road.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
入围 直效
Excellence > Low Budget / High Impact Campaign
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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