Scent by Glade
網(wǎng)上購物雖說方便快捷，但這也意味著人們在購買之前無法先行體驗(yàn)。有些商品是在進(jìn)行了樣品的試用后，消費(fèi)者才能做出消費(fèi)決策，尤其是香氛類的商品更是如此。美國空氣清新劑品牌Glade，了解消費(fèi)者的購物習(xí)慣后，選擇了一種創(chuàng)新的方式為這些網(wǎng)上購物者提供樣品。
為了保護(hù)貨品在郵遞的過程中不受到破損，快遞箱內(nèi)都會(huì)用些空氣枕頭進(jìn)行填充。Glade就利用了這個(gè)空氣枕頭，只不過將里面的空氣換成了芬芳劑。
人們只需在拆快遞的時(shí)候，將其擠爆，隨即可聞到不同款香型。
空氣包上印有掃描碼，方便人們加入購物車。
項(xiàng)目信息
品牌/廣告主
Glade 佳麗
營銷機(jī)構(gòu)
Creative Agency 創(chuàng)意代理商
Ogilvy 奧美
參與者
獎(jiǎng)項(xiàng)榮譽(yù)
2020
D&AD Awards
Direct | Direct Mail
Graphite Pencil
2020
The One Show
Out of Home | Experiential & Installations | Experiential & Immersive
Bronze Pencil
2020
The One Show
Integrated | Innovation in Integrated Branding
Merit
2020
The One Show
Integrated | Co-Promotions
Bronze Pencil
2020
The One Show
Creative Effectiveness | Creative Effectiveness | Consumer / Brand
Merit
2020
The One Show
Design | Promotional | Collateral Items
Merit
2020
The One Show
Creative Effectiveness | Single Country or Region | Consumer / Brand
Merit
2020
The One Show
Experiential & Immersive | Innovation in Experiential
Merit
2020
The One Show
Out of Home | Innovation in Out of Home
Merit
2019
Cannes Lions
Media | Use of Ambient Media: Small Scale
Gold
2019
Cannes Lions
Direct | Use of Ambient Media: Small Scale
Silver
2019
LIA
Ambient | Direct Marketing – Consumer
Silver
2019
LIA
Ambient | Household Products
Gold
2019
LIA
Design | Direct Marketing - Consumer
Gold
2019
LIA
Package Design | Promotional Packaging
Silver
2019
LIA
Ambient | Ecommerce
Silver
2019
LIA
Non-Traditional | Direct Marketing
Gold
2019
CLIO Awards
Design | Direct Marketing
Bronze
2019
CLIO Awards
Innovation | Medium Innovation
Silver
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