Documente Academic
Documente Profesional
Documente Cultură
Filme virale aratau puterea si energia jocului. S-a dorit prezentat un volei extreme, periculos
si palpitant pentru o audienta tanara dinc e in ce mai pasionata de baschet. Asa ca au fost
promovate 6 filmulete virale in care se evidentiau cascadorii creative care sa puncteze viteza
si energia jocului. De exemplu, o mingie de volei care atinge viteza de 92km/h era aratata
alaturi de apa tasnind dintr-un hydrant la aceeasi viteza si lovind un trecator.
Competitia imnului de volei a atins implicarea tinerilor. Adidas a devenit sponsorul primei
competitii pentru alegerea imnului din China, care a invitat publicul sa creeze un imn
national, o urare sau un jingle care sa reprezinte voliul. Formele pe care le putea lua acest imn
erau foaret variate – includeau miscari ale mainilor si miscari de dans inrudite cu miscarile din
volei. Participantii isi incarcau imnurile pe minisite-ul ELVC si votau intrarile celorlalti.
Rezultate:
Cercetarea postlansare a aratat ca audienta target care a definit ELVC drept “cool” a crescut
cu 16% in numai cateva luni. Shanghai Times a mentionat ca fanii au fost impresionati de
senzualitatea nemaivazuta pana atunci a echipei de volei. Membrii ELVC au aparut chiar si in
revistele de lifestyle pentru tineret, precum Easy si Touch.
Blogul a atras aproape 161.000 de vizitatori unici in primele 3 luni, in timp ce pe site-ul
competitiei pentru imn s-au inregistrat peste 400.000 de vizite in aceeasi perioada de timp.
1
Peste 5,5 milioane de vizitatori au dat click pentru a viziona filmele virale in primele 3 luni de
la lansare.
73% din vizitatori au afirmat ca filmele erau “inovatoare” si stimulante, in timp ce 78% le-au
forwardat si prietenilor.
Impactul campaniei asupra echipei a fost rezumat de catre Antrenorul Sef Chen Zhonghe, care
a spus: “Adidas a adus fetele mai aproape de fanii lor, ceea ce ajuta la cresterea moralului
echipei si a performantelor fetelor …”
2
alerta, accesibil din orice pagina a site-ului, am mai facut doua lucruri:
3
Launch Venue : Planning began in June 2005, with several meetings with UMBRO and The
F.A. to identify the best timings for the launch, in terms of the England fixture list. After
establishing the launch date of February 27, just ahead of England’s game against Uruguay at
Anfield, the next challenge was to find a suitable venue in the North West of England.
Threepipe researched various options in Manchester and Liverpool, visiting potential venues
to assess their suitability, before settling on the Radisson SAS hotel in Manchester. Several
further meetings were held with the venue, UMBRO and The FA to plan the launch event.
Player Interviews
Threepipe produced a long-lead media plan, offering UMBRO players for interviews with
lifestyle magazines, designed to generate positive media coverage at the time of the launch. A
series of interviews took place in November and December 2005, with Threepipe negotiating
with the media and players’ agents to ensure that all sides would be happy with the results.
A deal was struck with The Sun, offering John Terry for an exclusive interview in January
2006, resulting in two pieces of heavily branded coverage before and after the kit launch.
The paper ran UMBRO’s images and carried key details of the new kit, encouraging readers
to log on to umbro.com for more information.
Launch Event
A complex event to organise! Every last detail had to be right, from security for the players,
down to individual briefing sheets for the media.
Taking place early in the morning, in order to set the news agenda for the day, a total of 300
media, guests and competition winners were all treated to an exhibition of UMBRO’s global
photography, before watching the spectacular launch event, hosted by the BBC’s Mark
Clemmit, where David Beckham, Michael Owen, John Terry, Frank Lampard and five other
England players officially revealed the new strip for the first time.
Following the unveiling, a total of 30 one-one interviews took place with the England players,
including live appearances on BBC Breakfast News, Radio 1, Sky Sports, and Radio 5 Live.
With players on a tight schedule, Threepipe had to be totally on the ball to ensure that each
media got their allotted time slot with the players. Each interview delivered key messages and
reinforced the campaign imagery through the use of a branded backdrop.
Promotions
A total of 25 pre and post-launch promotions were set up to deliver UMBRO’s message to the
target consumer. Partnerships were set up with Carlsberg, Pepsi, Yahoo!, The FA and various
consumer media streams including The Sun, MTV, Match and Radio 1.
Results
a) Media Coverage
The launch event and one-one interviews generated coverage in The Sun, The Mirror, The
Times, Daily Telegraph, Daily Star, Daily Mail, The Express, The Independent, The Guardian,
Metro, London Evening Standard, BBC Breakfast News, ITV News, Channel 4 News, Five
News, Sky Sports, Soccer AM, Radio 1, 5 Live, MTV, Nuts, Zoo, Match, London Sport, and
many more! Long lead media coverage included FHM, FourFourTwo, Shoot, T3 and Stuff.
b) Commercial Success
The new shirt sold through in record time in the first few days of going on sale, helping
UMBRO and its retail partners to reap the rewards of the massive interest in the
England team, four months before the World Cup had even started!
The week following the launch event saw UMBRO’s share at an all time high.
4
Situation: St Bridget’s Hospice has been an essential part of health care on the Isle of
Man providing palliative treatments such as counselling, therapy and bereavement support
since 1983. It provides independent healthcare, free of charge to Island residents diagnosed
with life threatening illnesses and more than 150 patients are admitted to the hospice each
year. St Bridget’s unfortunately outgrew its premises and it was essential to the island that
something be done to help. The Mighty Oak Appeal was launched to raise funds for a
purpose-built facility, and the whole Island got behind the effort contributing L4.3 million.
Once construction was completed in October 2007, St Bridget’s was renamed Hospice Isle of
Man and management invited everyone to tour the new facility during an open week.
Challenge: The Hospice Isle of Man relies solely on donations from the public and
needs to raise L3 million per annum in order to function. The goal for us was to attract as
many visitors to the open week as possible and highlight Hospice's role in the community and
its many services. This would, in turn encourage people to continue to support operations
going forward and to become a volunteer.
Strategy & Implementation: Use a broad-brush approach in a closed media market such
as the Isle of Man's, and you risk becoming a one-hit-wonder.
Strive PR employed a range of tactics including briefings, news releases, testimonials and
success stories. We drip-fed angled and targeted stories to meet the exact requirements of
each journalist. And, we used a myriad of hooks to keep the story fresh.
We put a human face on Hospice by focusing on patients, volunteers and employees - each
with his own unique story in testimonial interviews – a powerful media trigger.
In addition, various aspects of the new facility, the kitchen and the sensory therapy rooms,
where given special focus. Celebrity participation including Manchester United Manager Sir
Alex Ferguson and Welsh International Rugby League's Scott Quinnell augmented the profile.
Evaluation & Results: Without exception, every single Manx media outlet covered the
event, many several times.
Hundreds of column inches were devoted to Hospice. It was featured on the front page of two
newspapers and Manx Tails, an all-Island publication which is delivered to 36,400 houses in
the Island every month by post.
Border TV ran a lengthy feature and each of the Island's radio stations ran several interviews
and news stories. A video tour of the facility ran on isleofmantoday.co.im.
But perhaps most importantly, nearly 10 per cent of the Island's population, 7,000 people,
attended open week -- a number that surpassed all expectation.