广告案例:ECCO爱步 O2透氧挑战

传播目标

 

 

爱步以其为消费者带来风尚兼舒适行走体验的高品质鞋履闻名。全新O2透氧系列是爱步携手Gore-Tex共同为男士和女士打造的透气、防水、舒适的运动生活鞋履。O2透氧系列的核心优势在于“多角度酷爽”,如同为双足提供了360度的气候掌控。

我们主要的目的是向消费者展示这项优势功能并将他们引导至商店进行试穿。

ECCO is known for its quality shoes, which enables users to walk with style and comfort. With the new O2 collection, ECCO partnered with Gore-Tex to create a breathable, waterproof, yet comfortable sport lifestyle shoe for both men and women. The O2 core benefit is “Cool from every angle” as it provides a 360 degree climate control for the feet.

We want to demonstrate this benefit to the consumers and drive them into the stores to try on a pair.

 

 

传播挑战

 

爱步对于O2透氧系列的全方位产品特性充满信心,消费者们应毫不犹豫的进行购买将它们带回家。问题在于,消费者们需要亲身体验才可以了解O2的好处。

因此我们的关键挑战是向消费者展示O2透气、防水、舒适的特性并推动他们去店内试穿亲自体验。

ECCO is confident that with O2’s all around features, consumers would not hesitate to buy and bring a pair home. The problem is that consumers cannot see the benefit of O2 unless they have experiences it for themselves.

The key challenge is to demonstrate O2’s features – breathable, waterproof and comfort to the consumers and drive them in-store to try on a pair for themselves.

 

 

客户传播预算

 

200-500

 

洞察和策略-品牌的消费者属性

 

年龄在25-35岁之间既在意风尚又注重舒适度,并以乐观、积极、自信的姿态投入工作和生活的男士和女士。

Males and females aged 25 to 35 years old who care about being stylish but also place an emphasis on comfortability. These people work hard and lead active lives, with a positive, energetic & confident attitude.

 

 

洞察和策略-媒体的受众属性

 

我们的目标受众热爱一种积极的生活方式并且始终坚持这样的生活方式。

因此,我们的媒体策略以手机为核心,使用一些和他们生活方式和行为紧密相关的媒体渠道,比如视频网站、门户类网站和手机应用。

Our target audience lead an active urban life and are always on the go.

Therefore, our media engagement is mobile-focused. Using media channels which are related closely to their lifestyle behaviour such as video channels, portals & mobile apps.

 

 

洞察和策略-媒体的策略组合

 

Campaign Site

【Engagement

To educate O2 features through mobile game and to drive in-store traffic

 

 

Retail

【Experience

Product Trial and Experience Marketing

 

 

ECCO.com

Deliver brandCulture and Info

 

BAIDU SEM

Drive traffic to ecco.com.cn

 

Inspiration Video

Awareness and drive O2O traffic and engagement

Social Media

Drive traffic & earn extended reach

 

Paid Media

  • Drive traffic to campaign site
  • Drive in-store traffic with LBS

 

 

创意和执行-计划的创意性

 

PHASE 1: INSPIRE

INSPIRATION VIDEO

PHASE 2: ENGAGE

MOBILE CHALLENGE

PHASE 3: TEST & BUY

IN-STORE CHALLENGE

 

 

创意和执行-计划的执行力

 

BIG IDEA

ECCO O2 360º Challenge 爱步O2透氧挑战

 

PHASE 1: INSPIRE

Inspiration Video

Product test by a renowned travel KOL who invited consumers to take the challenge as well

PHASE 2: ENGAGE

Mobile Engagement

H5 site to allow consumers experience O2 virtually plus streamlined in-site online purchase process

PHASE 3: TEST & BUY

In-store Engagement

Test Machine at ECCO stores for consumers to test the product + In-store Test Paper

 

 

结果-传播到达 品牌提升 销量支持

 

在仅仅一个月的时间内,超过120,000人接受了O2透氧挑战

In just one month, over 120,000 people took the O2 Challenge

在爱步销售点,超过3万4000人接受了店内挑战,并带来了超过10000双的销售量。

At ECCO outlets, over 34,000 people took the in-store challenge leading to more than 10,000 sales of the O2 shoe.

在活动期间,爱步鞋履的总体销售量也提升到了305%。

During the campaign, ECCO’s overall shoe sales also improved by 305%.

 

 

 

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