1- کمپین تبلیغاتی برند Nike
برند نایکی درابتدای آغاز فعالیت خود، تنها بطور انحصاری برای دوندههای دو سرعت ماراتون کفش تولید میکرد تا اینکه رفته رفته عنوان “تناسب اندام” میان مردم ظهورکرد و از اهمیت ویژهایی برخوردار شد.
درواقع همانجا بود که مسئولین دپارتمان تبلیغات نایکی برای جذب سهم بازار جدید و پیشی گرفتن از رغیب خود، Reebok، فرصت را بسیار مغتنم شمردند و به فکر طراحی یک کمپین تبلیغاتی افتادند.
از نظر آنها علاقه و گرایش مردم به سمت تناسب اندام فرصتی بسیارمناسب و ارزشمند بود که باید بیشترین بهره را از آن میبردند. در نهایت، اواخر دهه 1980 میلادی، کمپین تبلیغاتیایی را راهاندازی کردند که بسیار موفق عمل کرد. شعار این کمپین تبلیغاتی، “Just Do It” که در زبان فارسی “فقط انجامش بده” ترجمه میشود، انتخاب شد.
شعار این کمپین، که بسیار جذاب، دوست داشتنی وکوتاه بود دقیقاً همان حس و حالی را به مردم منتقل میکرد که در هنگام تمرین کردن دارند. میتوان گفت حس منتقل شده از شعار این کمپین موفق نایکی، حتی امروزه نیزهمچنان میان مردم جاری و زنده است.
هدف استفاده از این شعار تبلیغاتی، ایجاد امید و انگیزه برای مردم به منظور فراتر رفتن از محدودیتهای پیش رو و عملی کردن رویاها بودهاست. موفقیت این کمپین تبلیغاتی را میتوان اینگونه ثابت کرد که در سال 1988 فروش نایکی 800 میلیون دلار بود و این رقم تا سال 1989 از مرز 9.2 بیلیون دلاری فراتر رفت.
درسی که میتوان از این کمپین موفق تبلیغاتی گرفت:
به هنگام طراحی یک کمپین تبلیغاتی، برای آنکه از نظر احساسی به مخاطب هدف خود نزدیکتر شد لازم است تا به دو سوال زیر پاسخ داد:
- کدام یک از مشکلات مخاطب را حل میکنید؟
- راه حل شما برای آن مشکل چیست؟
2- کمپین تبلیغاتی برند Coca-Cola
شعار این کمپین تبلیغاتی کوکا کولا، که یکی از بزرگترین و شناخته شدهترین برندهها است، “Share a Coke” یا همان ” یک کک را با دیگران شر کن” انتخاب شد. این کمپین تبلیغاتی برای اولین بار در استرالیا و در سال 2011 راهاندازی شد.
کوکا دراین کمپین، 150 اسم، از معروفترین اسامی کشور را بر روی بطریهای کوک نوشت و از این طریق مردم را ترغیب به خرید بطریایی کرد که یا اسم خود آنها، یا اسم فردی از اطرافیان آنها بر روی آن نوشته شده است. حتی شما میتوانستید با مراجعه به سایت کوکا کولا بطریایی همراه با لوگو یا اسم دلخواه خود سفارش دهید.
میتوان گفت، این کمپین تبلیغاتی، یکی از شگفتانگیزترین کمپینهای دنیای تبلیغات و بازاریابی بوده است. علارغم آنکه این کمپین بسیار پرطرفدار و برای بسیاری جذاب بود، برخی دیگر قراردادن اسم بر روی محصولی که اصلاً شخصی نیست و قرار است فقط برای یکبار مصرف شود را کمی غیرعادی تلقی کردند.
درسی که میتوان از این کمپین موفق تبلیغاتی گرفت:
از آنجاییکه طرفداران کوک، همگی خریدارانی وفادار و منظم هستند، شرکت کوکاکولا با تکیه بر ایجاد حس مالکیت شخصی در آنها، توانست کمپینی موفق را راهاندازی کند. اینکه ماشین وندینگ، قرار است بطری کوک با چه نامی را بیرون دهد، یک هیجان و لذتی دوست داشتنی است. حتی اگر اسم شما بر روی آن نباشد، شما را ترغیب خواهد کرد که نوشیدنی خود را با شخصی که هم اسم کوک شما است، تقسیم کنید.
3- کمپین تبلیغاتی برند Absolut Vodka
برخلاف آنکه، بطری ابسولوت شکل و شمایل خاصی نداشت، اما با این کمپین تبلیغاتی به یکی از شناخته شده ترین بطریهای دنیا تبدیل شد. در واقع با تهیه 1500 عکس از یک بطری، این کمپین توانست 25 سال بدون هیچ وقفهایی ادامه داده شود. در این کمپین از موقعیتهای مختلف که شبیه به بطری ابسولوت بود عکسی تهیه میشد و از طریق آن تبلیغ صورت میگرفت. که در ادامه یکی از این 1500 عکس را مشاهده خواهید کرد.
در شروع این کمپین، ابسولوت تنها 2.5 درصد از سهم بازار وودکا را شامل میشد، در حالیکه در پایان این کمپین و در سال 2000، تقریبا سالانه، 4.5 میلیون بطری وارد میکرد. چیزی حدود نصف تمام وودکاهای وارداتی آمریکا.
درسی که میتوان از این موفقیت گرفت:
این موضوع که چقدر محصول شما دوست نداشتنی، خسته کننده و یا تکراری باشد اهمیتی ندارد. چیزی که اهمیت دارد، روایت داستانی جذاب و دوست داشتنی از محصولات میباشد. پس لطفا مصمم باشید و محصولتان را با سبکی مشابه این کمپین، متمایز کنید.
4- کمپین تبلیغاتی برند Volkswagen
کمپین “Think Small” که در فارسی “کوچک فکر کن” ترجمه میشود، در سال 1960 توسط آژانس تبلیغاتی DDB در جواب به سوال:چگونه میتوان دیدگاه مردم را نه تنها در رابطه با یک محصول، بلکه تیم وسیعی از آدمها تغییر داد؟
راهاندازی شد. بسیاری از افراد سرشناس حوزه تبلیغات و بازاریابی، این کمپین را با عنوان “استاندارد طلا” مخوانند.
دلیل راهاندازی این کمپین پرداختن به خواست و سلیقه اصلی مردم آمریکا در خرید ماشین، اما از روشی معکوس بوده است. چرا که مردم آمریکا علاقه زیادی به ماشینهای درشت و بزرگ داشتن و تا مدتها بعد از تمام شدن محصولات WWII، باز هم از ماشینهای کوچک جسته آلمانی استقبال نکردند.
در این کمپین تبلیغاتی، فولکس با پرداختن به کوچک بودن ماشنهایش بعنوان یک مزیت رقابتی و مقایسه آن با سایر ماشینهای بزرگ جسته، برتری اتومبیلهایش را به تصویر کشید و محبوبیت بالایی را در میان مردم بدست آورد. فولکس هیچوقت تلاش نکرد تا کوچکی اتومبیل هایش را پنهان کند. بلکه بطور ویژه ایی به آنها پرداخت و راهی برای نمایش هر چه بهتر آن پیدا کرد.
درسی که میتوان از این موفقیت گرفت:
هیچگاه نباید محصول و خدمات را در ازای ویژگیایی که ندارند بفروشیم. چرا که مصرفکننده دیر یا زود به تمام زوایای جنس خریداری شده پی خواهد برد. همه مردم صداقت را ترجیح میدهند. پس باید همیشه در انتقال پیام تبلیغاتی صادق بود.
5- کمپین تبلیغاتی برند Apple
این کمپین تبلیغاتی با شعار “Get a Mac” از سال 2006 تا سال 2009 طول کشید و یکی از موفقترین کمپینهای شرکت اپل بودهاست و توانست رشد 42 درصدی از سهم بازار برای اپل را به ارمغان آورد.
هدف از این تبلیغات تلوزیونی ساده، مطرح کردن ویژگیهای مک بوک به زبانی ساده وقابل فهم برای مخاطب بوده است. بطوریکه تنها با دو بازیگر اصلی که یکی نمادی از مک بوک و دیگری نمادی از کامپیوترهای شخصی مایکروسافت و ویندوز بودند مزیتهای مک و ضعفهای ویندوز به تصویر کشیده شد.
درسی که میتوان از این کمپین موفق تبلیغاتی گرفت:
حتی اگر محصول شما دنیایی از مزیتها باشد، شما نباید مخاطبین را با آنها بمباران کنید. بلکه باید راهی مناسب و قابل درک برای انتقال تمام آن مزیتها پیدا کنید. راهی که مخاطب کاملاً خود را درموقعیت مشابه قرار دهد و کارآمدی آن را درک کند.
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