〈藏起來的披薩店〉:亞洲實效營銷節作品範例

去年(2011年)亞洲實效營銷節的白金獎(全場大獎)得主,是澳洲工商名錄Yellow Pages的〈藏起來的披薩店〉。這件作品也同時在亞洲實效營銷節的「最佳整合行銷」「最創新媒體運用」「最佳創意概念」類競賽獲得金獎,在「最佳全國性品牌發展行銷」類競賽獲得銀奬。在此摘錄該作品報名文件中的目標與策略兩部份,翻譯為中文供讀者參考:

OBJECTIVES 目標:

In early 2010, Yellow Pages Australia recognised that its prospects for growth were impeded -business advertisers perceived it as ‘nothing more than an outdated print directory’. It had to act before the start of the annual selling cycle in April, or face the prospect of a 20%-30% plummet in total revenues.

2010年初,澳洲Yellow Pages認知到,成長的可能性碰到障礙——商家廣告主認為它「不過是過時的印刷工商目錄」。Yellow Pages必須在四月份年度銷售週前開始前行動,否則將面對大約20-30%的銷售猛降。

STRATEGY 策略:

Yellow Pages was used on and offline by more than 4.5m Australians a week and thanks to a recent deal with Google, it had the widest digital reach of the country’s directories. These factors highlighted that the business’s problem was not one of performance, but of perception. Yellow Pages’ primary target market was small to medium-sized businesses and yet it had a print-only relationship with 45% of the segment. Yellow Pages created a pizza restaurant almost entirely hidden from view, located in the basement of an abandoned building. The only place its details were listed was in the Yellow Pages. Flyers offering consumers free pizza were distributed and a six-person call centre was set up to establish where people had heard about the restaurant. Hidden cameras at the filmed customers at the restaurant, which after two weeks the restaurant was closed and Yellow Pages revealed itself. A branded TV campaign was launched using the content captured from the restaurant, with radio and digital ad support.

Yellow Pages在澳洲每週線上和線下共有450萬人使用,尤其是最近與Google達成合作協議後,在澳洲的工商名錄中,Yellow Pages是數位接觸層面最廣泛的。這凸顯了澳洲Yellow Pages的問題不是表現上的,而是感受上的。Yellow Pages的首要目標市場是中小型企業,但澳洲Yellow Pages在這個市場區隔中跟45%的目標群眾只有實體印刷版的關係。Yellow Pages創造一個位於荒廢的建築的地下室,幾乎很難發現的披薩餐廳。只在Yellow Pages上列出這家餐廳的資料。然後散發傳單,並設立一個由六個人組成的電話服務中心,以確保人們只可能由Yellow Pages上聽說這間披薩店。Yellow Pages在餐廳設置隱藏攝影機。在2週後關閉餐廳,揭示Yellow Pages在其中的角色。然後將由餐廳中捕捉的影像製作成為品牌置入電視廣告, 並以廣播和數位廣告支持廣告活動。

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