Successful advertising case study 4 articles

Successful advertising case has many advantages such as intuitive, extensive, easy to understand and interesting. The following is a successful advertising case study that I have carefully collected and organized for you.

Successful advertising case study 1: ? Kinetic Band My Land Listen to Me

1. What do you think of the advertisement idea of "MOTIVATION BELT"? What do you think of the advertisement idea and why?

A: (1) In terms of selective contact, the audience of this advertisement is located in fashionable young people and college students. In order to break through their defense of selective contact, attract their

attention, so that the focus of their own claims can be successfully accepted by the audience, China Mobile chose the Taiwanese king Jay Chou as the image of the spokesman, because

Jay Chou is the idol of young college students chasing now, extremely popular among them, gather a lot of popularity, and have a strong appeal and influence in the

This advertisement is a kind of advertisement for the young people in China.

Jay Chou as the spokesperson can make more target audiences come into contact with this advertisement.

(2) In terms of selective understanding, the advertising planner, when selecting the advertising message, adopts a way of understanding that is mainly close to the audience, i.e., under Jay Chou's style of talking and singing

, the theme of the advertisement is conveyed to the audience? My place to listen to me? so that the audience's understanding of the advertising message and the advertiser to achieve unity. The reason why we adopt the style of speaking

and singing is because of the style of Jay Chou's songs, the audience likes Jay Chou's songs, and then likes Jay Chou, and adopting this way can help the audience understand more.

(3) In terms of selective memory, because selective memory is unconscious behavior, in order to deepen the audience's memory of the advertising message, leaving them a deep impression,

The ad planner chose the ? They are not willing to be controlled by others and seek freedom. I said, more in line with their current character, and thus also impressed in their minds, well captured the audience.

2. Briefly? The overall planning of how the target group of the dynamic zone? How did the overall planning of the campaign successfully incorporate the subculture of the target group?

Answer: "The overall planning of the campaign was to incorporate the subculture of the target group. The main purpose of the program is to lead the youthful fashion trend. M-ZONE? (M-ZONE) is a new brand launched by China Mobile Communications for the young people's life characteristics and consumption habits, is the first mobile communication customer brand designed specifically for young people. In M-ZONE, young people can find cool and dazzling pictures and ringtones, a huge amount of new and strange information, and choose more free tariff combinations on their own. The innovative SMS package creates the concept of modern culture, builds a new way of communication and opens up a new channel for obtaining information. The reason why M-ZONE has been able to successfully implement branding is due to the following reasons:? M-ZONE (M-ZONE) positioning in the novelty; have a new brand slogan my territory listen to my? The brand slogan "My place, my mind" is a new one. M-ZONE (M-ZONE) focuses on providing personalized information to cell phone customers, which covers all aspects of clothing, food, housing, transportation and entertainment;? M-ZONE (M-ZONE) brand is designed for consumers who appreciate individuality, pursue fashion, and follow the trend, and has designed a value-added discount? The M-ZONE brand is designed for consumers who appreciate individuality, pursue fashion and follow the trend. The M-ZONE brand offers a wide range of discounted packages for students, students and students with disabilities. Entertainment Packages and the Fashion Package. fashion packages. There are also more and more exciting and value-added SMS packages and communication plans for consumers to choose from. Sense of Mobility Not only does it provide consumers with high-quality voice call services, but it also has a wealth of data services, including value-added SMS, personalized ringtones and picture downloads, walk-and-play Mobile QQ, mobile games, Mobile FLAS and other fashionable, novel and fun things to do, so that you can easily play the world of information by enjoying a wide range of SMS packages and value-added communication plans.

Successful Advertising Case Study #2: Ritz

Tired of waiting for a bus on the streets of London? Then @Walkers_busstop and ask for a free bag of chips to pass the time! British chip brand Walkers (Ritz), in line with its recently launched ?Do Us A Flavour? marketing campaign, has installed vending machines at a number of bus stops in London, where passers-by can log on to Twitter, @Walkers_busstop, and get a free bag of chips from the vending machine.

Execution: Ritz invited Gary Lineker, a former British footballer and current BBC sports presenter, to film a video of him stuck at a bus stop, and then interacted with users waiting for buses through an interactive device, inviting them to send a Tweet with the keyword Walkers_busstop for a chance to get a free bag of the new flavored chips. After the user sends the Tweet, Reinkele will take out the chips from under the seat and drop them off (actually realizing the filmed movie), and the user will be able to get the new flavored chips from the goods exit on the billboard.

The campaign was created by OMD UK, AMV BBDO, Talon Outdoor and Clear Channel UK as part of Walkers' latest ?Do Us A Flavour? campaign. The campaign encourages people to use bus shelters, and as soon as the system receives a return receipt, Lineker will be able to issue free Do Us A Flavour campaign entry vouchers for everyone.

And for the online component, they also have a campaign site that invites users to vote for their favorite flavour for a chance to win prizes. For consumers, the ?Do Us a Flavour? campaign has two levels of meaning: one, it makes them feel that their opinions are valued by the brand, and two, it allows consumers to interact with the brand to win audience engagement. As a result of this marketing, Lay's parent company, Frito-Lay, tripled the number of Facebook fans in the U.S., and the company saw a 12% increase in sales across the country.

Successful Advertising Case Study #3: Nestlé

In the 1980s, two major instant coffee brands, Maxwell's and Nestlé***, entered the Chinese market together.

And today, Nescafe sells much more than Maxwell's in the Chinese market. Why?

I. Clearly target customers, insight into the inner needs of customers

When they first entered the Chinese market, the two each commissioned a different company to do market research, Mack's commissioned a large international company to investigate the results of the intellectuals who aspire to Western culture. So the advertising slogan is very elegant, ? The drop of aroma, not yet finished?

In contrast Nescafe found that in the early 80's Shanghai market research female college students most like to marry the person's occupation is what? The results were unexpected, girls first hope to marry someone is a cab driver?!

At that time, the cab driver's salary was more than ten times or even dozens of times of the average salary, so Nescafe clearly knows that the target consumers are definitely not university professors, intellectuals, and accurately locked the audience.

And at that time, we found a special phenomenon, after drinking Nescafé people will bring the Nescafé canister to the office as a cup of tea, so that people feel that I can afford to buy Nescafé.

ii. At this point, the advertising effect is generated!

Originally a very common brand in foreign countries, but in China has become a show-off brand. Nescafé insight into the consumers want to show off their own is to buy and enjoy the identity of the coffee such as high-grade drinks of the inner thoughts.

III. The Psychological Suggestion of Advertising Slogans

At the same time, Nescafé also shows off its strong and attractive flavor, and its advertising slogan is also very simple:? Tastes great?!

In fact, coffee doesn't taste good, especially to Chinese people who are used to drinking tea as the main beverage in a country with a deep-rooted and long tea culture. But its advertising slogan suggests you every day: ? Tastes great?! The Nescafé flavor is so good that people are accustomed to thinking it is.

Over time, Nescafé became synonymous with great taste, capturing the mind of the target consumers and giving it an irreplaceable position in the coffee market in the 1980s.

Finding the cause of defeat

McSweeney's missed the opportunity to identify the real needs of target consumers for a coffee brand in that environment, and so it was relegated to a position below Nescafe.

Its tagline? The drop of aroma, not yet finished? At that time, the advertisement was broadcast for half a year and many people still think that it is selling fragrance oil, to understand this advertisement at least graduated from the university, in order to understand the language of Mai's coffee to convey the meaning of the context.

Of course, with the development of the times, the needs of consumers have changed, Nestlé has come up with a few slogans for this:

Every moment, every cup of Nescafé

Aromatic experience, anytime you want.

No matter how busy you are, I want to have a cup of coffee with you.

1 MOMENT,1 NESCAFE Love, accompanied by 1 MOMENT,1 NESCAFE affection, care and connection

Nescafé, with you to meet every new day

Every moment, Nescafé with you

Conclusion: The only way to truly locate your target customers, to understand the true inner thoughts and psychological feelings of your target customers, is to seize the opportunity to make the best use of your coffee. The only way to seize the market opportunity is to truly target your customers and understand their true inner thoughts and psychological feelings.

Successful advertising case study 4: Adidas

Open the web page, the page on both sides of the couplet the first time to enter the user's eyes, the two women's volleyball players arm dunking, you and I blocked, much fun. The mouse gently slides over, the main picture in the middle of the couplet is instantly presented, the women's volleyball players scramble to jump up to block the net, and behind them are countless arms, countless people. There is only one word to describe such a scene, the countrymen and athletes together, the will of the people, such a defense who can break through?

The main screen of the advertisement has a unified ? No Impossible, Together 2008? advertising slogan. On the couplet screen there is a conspicuous Adidas logo and the Beijing Olympic Games logo juxtaposed with the Beijing 2008 Olympic Games partner big logo. The whole advertisement is shown in the form of a competition, with strong interactivity, showing a different visual impact and effectively highlighting the brand connotation of Adidas! (An atmosphere, a passion, a victory, a cheer, a young energetic faction bred in the beach, showing strength in the leap, fighting to win the honor. The slogan "No Impossibility, Together 2008" is very eye-catching in the simulated scene, which fully focuses the users' eyes. The exquisite layout of the advertisement scene, the realistic design of the characters' movements, and the perfect interaction between the couplet and the main screen all deepen the audience's understanding of the brand. All of them fully deepen the audience's recognition of the brand.)

Expectation is hope, buckle up your enthusiasm, the Chinese women's volleyball team in the leap to show the strength of the Interactive rich media technology support and Adidas endless sportsmanship underpinning, adding more great expectations. If I had to pick a nit for this ad, it would be that the main screen is a bit large, and the need to show the unity of purpose and determination of all people, the appearance of more characters, resulting in a slightly crowded overall effect of the screen, but the clever interactive effect can completely cover this small flaw.