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Shah Rukh Khan,给每一家街角小店

  • Cadbury
  • 印度
  • 2021 年排灯节
  • 2 分钟
  • 为 Instagram 做的

印度最大牌的明星,出演你家楼下小店的广告。

印度一家小店的货架,摆满 Cadbury 巧克力,上方的牌子写着 A Cadbury for every occasion
图片:SnapMeUp,CC BY-SA 4.0,Wikimedia Commons
tan.ai广告拆解
  1. A Cadbury case study. Shah Rukh Khan, for every corner shop. How Cadbury used AI to lend its biggest star to small shops.
  2. The problem: big brands get the ads. Diwali 2021 came after a hard year for small shops in India. Corner shops, shoe stores and electronics sellers couldn't afford a star. Cadbury could.
  3. The idea: a free ad, starring SRK. With Rephrase.ai, Cadbury and Ogilvy built an AI version of Shah Rukh Khan's face and voice. A shop owner could make an ad where he names their store.
  4. How it worked. Four templates: fashion, footwear, kirana and electronics. Owners added their shop name and area. The ads ran for people near that shop, by pin code.
  5. The receipts. +35% Cadbury Celebrations sales over Diwali. 4 AI templates. Grand Prix, Creative Effectiveness, Cannes Lions 2023. Sources: WARC, Cannes Lions.
  6. Copy this. Give your best asset to your smallest customers. Personal works when it's useful to the person, not just about them.
  7. That's it. Mostly about someone else's shop. Cadbury made an ad that was mostly about someone else's business. I'd love to see a software company try that with its customers.

tan.ai Cadbury 用 AI 把最大牌的明星借给了小店。滑动 →

查看全部评论

为什么选它:这里的产品是广告生成器,不是巧克力。

我会测什么:没有明星,店主还会用吗?我很怀疑。

我在哪儿用这招:把最好的功能先给最小的客户。

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我的笔记(3)
  • 为什么选它:这里的产品是广告生成器,不是巧克力。
  • 我会测什么:没有明星,店主还会用吗?我很怀疑。
  • 我在哪儿用这招:把最好的功能先给最小的客户。

全部七张

为 Instagram 写的。七张,一个想法。

图片:Evan-Amos(公有领域)和 SnapMeUp(CC BY-SA 4.0),Wikimedia Commons。数据:WARC 和 2023 戛纳狮子奖。

小票

一个明星,很多小店。

小票 · NOT JUST A CADBURY AD

AI 模板
4
明星
1 (SRK)
CELEBRATIONS 销量
+35%
CANNES LIONS 2023
全场大奖
给小店的免费广告
是

来源:WARC,戛纳狮子奖

小票 · NOT JUST A CADBURY AD 来源:WARC,戛纳狮子奖 点一下开始打印

小票 · NOT JUST A CADBURY AD

AI 模板
4
明星
1 (SRK)
CELEBRATIONS 销量
+35%
CANNES LIONS 2023
全场大奖
给小店的免费广告
是

来源:WARC,戛纳狮子奖

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