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Introduction

项目简介





背景 BACKGROUND

2022年疫情反复之下,“如何让更多人到店,并体验头等舱的舒适?”成为芝华仕头等舱沙发从春节开始后 2 个月的难题。芝华仕头等舱沙发希望借冲击波营销之力,助力线下门店销售。

During 2022 pandemic, “How to Get More Customer to Enjoy Lying on Comfortable Sofa in The Physical Store” became a challenge to the brand. So they ask Z+ for help.


洞察 INSIGHTS

中国人的辛苦、勤劳有目共睹。人人都想躺赢。芝华仕头等舱沙发也希望借此能让每个辛劳的国人都拥有高质量的休息。

Chinese people are hardworking, but most of us hope to win by doing nothing. Based on this un-saying hope, we made a big idea: CHEERS wants every handworkers able to have high quality relaxation in China.

策略 STRATEGIST

好玩+利益双重驱动,让大家都有一次真正躺赢的机会。

Fun + Profitable: drives people to participate with this campaign.


创意 IDEA

#1分钟躺赢:活动期间,到芝华仕头等舱线下门店躺满1分钟,即有机会领取头等舱沙发。

# Win by lying 1 minute: Customer who visit the Cheers physical store for playing this game will have change to win a CHEERS’s sofa.



VISUAL DESIGN

视觉设计部分

主视觉 KEY VISUAL |

突出躺在芝华仕头等舱沙发上很舒适的感受,并拥有可延展的促销活动感,于是用云、沙发和字体设计结合、渐变色为背景,打造此次活动视觉设计。
分众视觉
ELEVATOR VISUAL POSTER |

分众海报设计因为其特殊的属性,不能直接设计成传统海报的形式。为了增强消费者关注此海报的几率,设计成了纯文字话题海报,并且将二维码放在了更显眼的地方,作为主要内容刺激受众扫码。


社交海报视觉 SOCIAL MEDIA  POSTER |
社交海报强调与分众视觉一致的话题属性和刺激冲动属性
互动 H5 INTERACTIVE INTERFACE DESIGN |

H5 作为此次项目主要的交互以及数据收集器,先后改版了3次,并最终生成 3 个不同时间和平台使用的 H5 界面设计。

微博热搜设计 WEIBO’S CAMPAIGN LANDING PAGE DESIGN |

微博热搜设计注重活动的气氛烘托,加强线上受众参与活动的热情。结合着与
KOL、KOC的合作,刺激受众行动。

中奖海报 WINING POSTER |

为了规避微博的重复性审查,设计了5 款不同排版的中奖海报,在过程中不断迭代以达阅读最优效果。

备注:数字被缩略图挡住,所以下一个排版就规避遮挡问题




PROJECT RESULT

项目结果
活动二维码扫码量累计 12 万,线下参加活动人数 9.2 万。
微博话题 # 1分钟躺赢 总阅读量达 1.6 亿,讨论数 9.2 万。
百度搜索指数值日环比增长约 918%, 超过竞争对手当日数据;
对比历史平均值(2011.08.01-2022.2.28),增长约 1528%。
芝华仕头等舱沙发知名度,大幅提升。


The total number of QR code scanning was 120,000, and the number of offline participants was 92,000. The WEIBO hashtag # Win by lying 1 minute received 160 million views and 92,000 discussions. Baidu's search index increased by about 918% on a month-on-day basis, exceeding competitors' data on the same day. Compared with the historical average (2011.08.01-2022.2.28), it increased by about 1528%. CHEERS first class sofa visibility greatly enhanced.


项目已收录至
You can see the project review here

     
 
Thanks for watching ︎
© Ashur He, 2022