〈黑莓機男孩〉:亞洲實效營銷節作品範例

繼續介紹2011年亞洲實效營銷節的得獎作品。2011年「最有效廣告運用」金獎得獎作品,是孟買奧美為Vodafone的預付黑莓機方案所製作的推廣案。

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電視廣告影片,影片中,先讓穿著西裝的生意人(表現企業用戶)摹仿男孩團體演唱,並自稱黑莓機男孩。畫面中漸漸出現各色各樣的年輕人,表現黑莓機服務不再只是企業用戶的專利。

OBJECTIVES 目標

India is the world’s cheapest telephony market, with 14 mobile firms jostling for space. Consequently, players are battling for new ways to increase average revenues per user (ARPU). BlackBerry Services – historically targeted at the corporate market – had a proven track record in commanding high ARPUs. As a late entrant to the BackBerry market, Vodafone needed to catch up with rivals and boost its BlackBerry subscriber-base by 50%.

印度是世界最廉價的電信市場,共有14家行動通訊廠商互相廝殺。因此,各家都在設法找到增加使用者平均貢獻度(ARPU:average revenue per user)的方式。黑莓機服務向來以企業用戶為目標市場,也證明企業用戶是高使用者平均貢獻度的市場。但Vodafone在印度是黑莓機的後來者,必須增加用戶達50%以跟上競爭者。

STRATEGY策略

Vodafone realised that attempting to grab share from the corporate market would prove difficult, so instead it targeted a completely different customer – pre-paid phone users. Although pre-paid commanded the lowest ARPU, research found that the youth liked to be seen as affluent, tech-savvy and constantly in touch with friends. Vodafone identified a trend that would form the crux of its campaign: a few youngsters were using their parents’ BlackBerry’s to communicate with their friends using BlackBerry Messenger (BBM). Vodafone decided to tap into BBM’s attraction as a free alternative to more expensive text messaging and introduced pre-paid BlackBerry Services. The multimedia ad campaign positioned Vodafone’s offering as the young and vibrant alternative to the corporate BlackBerry offering of its rivals. The benefits of smartphones were demonstrated at youth hang-outs and at Vodafone’s 200 stores.

Vodafone理解到,想要由企業用戶市場攫取市占率非常困難。因此,選擇針對完全不同的顧客訴求——預付卡電話用戶。雖然預付卡用戶的個人平均貢獻度較低,研究發現,年輕人喜歡被擁有比較富裕,高科技族,隨時和朋友保持連線的形象。Vodafone找到一個可以作為行銷主打的新趨勢:有些年輕人喜歡用父母的黑莓機,然後以黑莓機即時通訊(BBM:Blackberry Messenger)跟朋友溝通。Vodafone 決定把BBM做為比比較貴的簡訊更好,因為免費的替代方案來促銷,並推出預付卡黑莓機服務。本系列廣告便是以多媒體呈現Vodafone比對手更能滿足年輕,有活力消費者的需求。並以各種方式在年輕人喜愛流連的場所和Vodafone的200家專賣店展示智慧手機的好處。

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