Le mikhankaso ebizwa ngokuthi iMedia Media et Inspired Industry
Kulukhuni ukukholelwa ukuthi kwakukhona umhlaba ongenayo imidiya yomphakathi. Eqinisweni, nje kuphela kube yingxenye enkulu yokuphila eminyakeni emihlanu engu-5-6, futhi imboni yokukhangisa yathatha isikhathi sayo esiphundu ngaphambi kokuba uyenze ngempela empilweni njengengxenye yokuxuba imidiya. I-Facebook ibilokhu ikhona kusukela ngo-2004, i-Twitter yafika eminyakeni emibili kamuva ngo-2006, kanye no-Instagram ngo-2010. Kodwa imikhankaso embalwa kakhulu yamukela amandla omphakathi wezenhlalo ngendlela eyashintsha imboni, futhi yaphoqelela ukuba ibheke kulolu thuluzi lokuxhumana olubalulekile njengendlela yokusakaza imibono, nokufinyelela abathengi. Nakhu okuyisithupha okwephula isikhunta.
01 Inselelo ye-Ice Bucket - I-ALS Association
Ukuthi lo mkhankaso wezokuxhumana wezenhlalo awudingi isingeniso ukhuluma okuningi mayelana nempumelelo yayo engavamile. Amathuba ukuthi, nawe wenza i-Ice Bucket Challenge ngokwakho, noma wakhethwa kumngane noma kumalungu omndeni womndeni. Lo mbono wawusondela iminyaka eminingana ngaphambi kokuba i-ALS Association iwamukele, kodwa kwaba yinto ezwayo yegciwane emva kokuba uMat Lauer enze inselele esiqephu se-The Today Show ngoJulayi 2014.
Ngakho-ke, iyini inselele ye-Ice Bucket kanye ne-ALS Association konke? I-ALS, noma i-Amyotrophic Lateral Sclerosis (eyaziwa ngokuhlanganyela ngokweqile njengezifo zikaLou Gehrig) yisimo esithinta ikhono lomzimba lokuhamba nokusebenza, futhi ekugcineni kungaholela ekukhubaleleni okuphelele. Uma isimo siqala ukubonakala, kunomzwelo ekungeneni kwezingalo nasemilenzeni, futhi ngaleyo ndlela, uthele ibhakede lamanzi abandayo ebandayo phezu komuntu ophakamisa ukuqwashisa ngalezo zimpawu.
Ukuphumelela okukhulu komkhankaso, okwenyuka njengomlilo wesimo phezu kwamapulatifomu amaningi omphakathi, kungenxa yokuphakanyiswa komuntu kumvidiyo womuntu. Empeleni, abantu babengaboni kuphela, kodwa besaba ukubamba iqhaza ngenhloso efanele. Izidalwa emhlabeni wonke zenze amavidiyo awo, futhi amavidiyo angaphezu kwezigidi ezingu-2.4 abelwe ku-Facebook kuphela. Indaba ephumelelayo eyabangela umnikelo omkhulu ku-ALS Association.
02 Ingabe Izohlanganiswa? - Blendtec
Ngabe uhlobo luni lomuntu ozofaka i-iPhone entsha noma i-iPad ibe yi-blender? Yebo, umthengisi we-media ye-savvy ngempela, ngubani. Kube khona izikhangiso kanye nama-infomercials wezinhlanganisela ezihlukahlukene eminyakeni engamashumi eminyaka, kanti iningi liyi-fno-fest yangempela elandela ifomu elidala elifanayo. Bonisa i-blender eyenza i-smoothie, isobho, i-ice cream, nokunye. UTom Dickson, umsunguli we-Blendtec, ube nomqondo ohlukile. Wonke umuntu uyazi ukuthi i-blender ingakwenza lokho, kodwa ingahlanganisa yini izinto abantu abazi ukuthi zinzima?
Ngesikhathi edala i-Will It Blend? Uchungechunge lwevidiyo yeWebhu, unikeze izindiza zokuphepha futhi ubeke i-blender ekuvivinyweni okuphelele. Konke okuvela e-golf balls nama-marbles, kuya ku-zirconia ye-cubic nengxenye yenkukhu ephekwe. Kodwa lapho uDickson ephonsa i-iPhone ku-blender, iwebhu yaduka. Ividiyo, kuze kube yimanje, ithole ukubukwa kwezigidi ezingu-12. Lapho efake i-iPad ku-blender, abantu abangaphezu kwezigidi ezingu-18 babukele. Amavidiyo abiwe ngezigidi zezikhathi zokuxhumana zenhlalo, futhi ukudayiswa kwe-Blendtec blender kwenyuka ngaphezu kwamaphesenti angu-700.
03 "Hamba Njengomuntu, Umuntu" - Old Spice
I-Old Spice yayinenkinga enkulu yokuthembeka. Kwakuyihlaya. Bhekisela kunoma ubani futhi bakhumbula ukushayela umfana ngezwi lokudlala, futhi ubona ibhodlela lalo lokugezela komkhulu. Kwakungeyona inhlanzi noma epholile. Futhi kwakungaze kube khona. Hhayi, hhayi ngempela. NgoFebhuwari ka-2010, isikhangiso esibhekene nokukhangisa esibukeka sikhangayo, u-Isaya Mustafa uthinta ama-airwaves, ne-intanethi. Futhi okumangalisayo kokulungiselela, isikhangiso esiphezulu-phezulu-kuze kube yimanje, sibukelwe izikhathi ezingaphezu kwezigidi ezingu-54.
Kodwa-ke, umkhankaso wangena kwi gear entsha lapho umkhankaso we-"Smell Like Man, Man" uchungechunge lwezokuxhumana. Abathandi bezikhangisi (futhi babebaningi) basetshenziselwa ukubuza u-Isaya umbuzo phezu kwe-Twitter. Esikhundleni sokumane nje ube ne-social media agency efake izimpendulo ezimbalwa ze-quirky, u-Old Spice guy ngokwakhe uphendule emibuthanweni yochungechunge lamavidiyo anziwe ngokwezifiso. Izimpendulo ezingaphezu kuka-180 ezihlukene zafakwa, futhi umkhankaso wathola imibuzo engaphezu kuka-2 000 emahoreni angu-48 kuphela. Umphumela -kungu-105 wezigidi ze-YouTube ezivelayo, u-$ 1.2 billion wezindaba ezitholakalayo, ukwanda kwamaphesenti angu-2,700, amaphesenti angu-800 namaphesenti angama-300 kuya ku-Twitter, Facebook, nase-OldSpice.com ngokulandelana, futhi iziteshi ze-Old Spice ze-YouTube zibe yi-# 1 ebhekwa kakhulu exhasiwe isiteshi sesikhathi.
Ukubeka okunye kwalokhu ngendlela ebonakalayo, phakathi namahora angu-24 omkhankaso wokuqala, amavidiyo abukwa izikhathi ezingaphezu kwenkulumo kaMongameli Obama ka-2008 yokwamukela. Akudingeki ukusho, sekube yinye yezimpawu zomkhankaso womphakathi wanamuhla.
04 I-Blades yethu i-F ** yinkosi enkulu - i-DollarShaveClub.com
Ukuphawula okuphezulu kule sikhangiso esiyinkimbinkimbi "yilokho okuthola abantu ukuthi bangaqedi" ukweqa isikhangiso "ku-YouTube." Lokhu, empeleni, yilokho okukwenza isikhangiso se-90 sesibili siphumelele kakhulu. Isikhangiso ngokwazo akuyona yonke imiphumela ekhethekile nesiboniso esikhulu sebhajethi. NguMike, umsunguli wenkampani, ekukhulumeni nawe njengomuntu wangempela hhayi izilaleli ezihlosiwe ezijwayelekile noma abantu abanzi.
Phakathi nesikhangiso, ukhulula inkulumo ebukhali futhi ehlekisayo ukuthi kufana nesicoco se-stand-up comedy kune-pitch for uhlobo olusha lwezinsizakalo zokuhlinzeka nge-razor. Nakhu nje ukunambitheka:
"Ngodola ngenyanga, sithumela ama-razer aphezulu kakhulu emnyango wakho. Yebo. I dollar. Ingabe ama-blades noma yikuphi okuhle? Cha. Amacu ethu ayi-f ** yinkosi enkulu. "
Noma
"Ucabanga ukuthi i-razor yakho idinga isibambo esishukumisayo, i-flashlight, i-scratcher yangemuva, nama-ten blades? Umkhulukazi wakho omnene-imbongolo wayenelawo elilodwa ... nePolio. "
Isitayela sevidiyo, ngokucacile ukuhleka kumsunguli ngezikhathi ezithile (ethi ukhululekile e-tennis ngenkathi ephuthelwa ibhola) kwakuyi-hit esheshayo. Wonke umuntu wayebukele, futhi wakhiqiza izigidi zokubukwa (kuze kube yimanje, lelo nani lingaphezu kwezigidi ezingu-25), elihumusha njengezigidi zamaRandi emithonjeni etholakalayo.
Manje leyo nkampani encane ingumnikazi ka-Unilever, owathengayo ku-$ 1 Billion yonke-cash acquisition. Njengoba leyo vidiyo kuqala ihlasela isimo senhlalo yomphakathi, amaklayenti yonke indawo ayelokhu ecela i- "Dollar Shave Club kinda into." Kusho ukuthini? Kuhle, i-ballsy, i-unapologetic, futhi ifakwe kwisabelomali esincane kakhulu. Kodwa akukho okunye okubalulekile uma umkhiqizo noma isevisi ingahlali ku-hype. I-DollarShaveClub.com ibone inkinga engekho oyedwa ekuxazululeni. I-razor blade replace is expensive, ngakho-ke ungayitholi indlela yokubanika yona ngentengo ephansi ye-crazy ... futhi uyithenge kuwe? Manje yilokho okusha.
05 Inkukhu Ebusayo - I-Burger King
Umkhankaso wokukhangisa we-Chicken Subserven, owashaya ama-airwaves ngo-2004, wawumnandi kodwa akukho okuvelele. Ngesikhangiso esisodwa, wabona umfana ebuka izithombe ezimbalwa ze-Polaroid (khumbula lezo) ngenkathi etshela inkukhu ukuthi kufanele agqoke. Kuhle. Kodwa akukho okuqhathaniswa nalokho okulandelayo okulandelayo.
Ababukeli babeyalwe ukuba bahambe ku-SubservenChicken.com, lapho babingelwa khona nge-webcam ye-shoddy yenkukhu eyi-6ft ende. Ivele imile lapho, ilindele abantu ukuba bafake imishwana bese bephendula. Futhi yilokho okwenziwe lo mkhankaso ukushaya okukhulu. Abantu bebacela ukuthi babeke iqanda, gxuma intambo, Moonwalk, noma vula izibani. Futhi ... yenze lokho.
Abantu bacabanga ukuthi empeleni bahlanganyela nenkukhu, kodwa empeleni, izimpendulo ezingaphezu kuka-300 zazingakapheli futhi zikhokhwa ukuze ziphendule ngamagama angukhiye. Futhi uma esinye seziqondiso esingekho ku-300, inkukhu yayiyovele inqabe ukuyenza, noma uma kwenzeka into engenangqondo, geza umunwe wakho kuwe.
Lo mkhankaso wagijima. Isikhathi esikhulu. Leli sayithi lalingaphezu kwezigidi eziyizinkulungwane, futhi ngokungangabazeki kwakuyinto yokuqala yokwazisa okuyiyona ehamba phambili. "Lokhu kungenye yezibonelo zokuqala zokukhangisa okungewona uhlangothi. Kuze kube yileso sikhathi, abathengisi kanye nama-ejensi babenomthwalo wokuthi "ukukhuluma indaba" -izwi engilidelayo, "kusho uRai Inamoto, i-VP & Chief Chief Officer ku-AKQA. Khumbula, lokhu bekubuye ngo-2004 ... i-iPhone ayizange ishaye izitolo kuze kube yiminyaka emithathu kamuva, ngoJuni ka-2007. Amafoni ahlakaniphile ayengeyona into. Ukwabelana kwakungelula. Kodwa nokho, lo mkhankaso uqobo wagwedeza imboni yesikhangiso kuze kube sisekelo sayo.
06 Umkhankaso Wezobuhle Bangempela - Ijuba
Nakuba sekuye kwaba nezikhubekiso zamuva, ikakhulukazi ngokusungulwa kwamabhodlela asemzimbeni nomsakazo "omnyama ube mhlophe" kwi-intanethi, iDeve yakha umkhankaso owawungekhona nje ngemikhiqizo yokuthengisa; kwakungokushintsha umphakathi kanye nomqondo wokuthi ubuhle bangempela buyini.
Lo mkhankaso wawusempumalanga eLondon naseCanada, ngemilayezo exhumanayo ibuza abasebenzisi uma imodeli yayinamafutha noma afanelekile, imfucuza noma imnandi, futhi idonswe noma imangalisa. Iqala ingxoxo ngobuhle, nemigomo yemiphakathi ehamba ngokuhambisana nemikhankaso yokukhangisa evamile yobuhle.
Kodwa-ke, kwakuyifilimu ye-Dove "Evolution of Model" eyakhe umkhankaso waba gear ephakeme kakhulu. Ifilimu iveza iqiniso lokuthi lezi zinsuku, ikhamera ayilona nje kuphela ... ithela abanikazi. Siqala kowesifazane osemusha onesikhumba esicwebezelayo, izinwele, futhi akekho owenziwe. Uhle, kodwa hhayi umfanekiso wokuphelela esikubonayo ekukhangiseni nsuku zonke. Khona-ke, umsebenzi uqala. Izinwele zobuchwepheshe futhi zakha, i-shoot photo ebiza kakhulu, namahora wokubuyisela kabusha ku-Photoshop. Ekupheleni kwevidiyo, imodeli ekuqaleni ayifinyeleleki kulowo esikubona ekugcineni.
Lokhu akuzange nje kuthintane nesibindi, kwakuyisizathu sokukhuluma ngenkinga ngokukhangisa nokuzijabulisa okuningi. Izindinganiso ezibekwayo zingenangqondo, futhi abantu ekuphileni kwansuku zonke ngeke baphile kubo. Indoda noma owesifazane ophelele ukhona kuphela ezweni lamanga asetshenziselwa ukuthengisa imikhiqizo.
Ijuba laba yindlalifa yobuhle bangempela. Le vidiyo ibe nemibono engaphezu kwezigidi ezingu-19 kuze kube yimanje, kanti namanye amafilimu e-Dove abone impumelelo efanayo. Futhi hhayi kuphela ukuthi iNdove yaba umsekeli wabo bonke abesifazane, noma ngabe yikuphi ukuma noma ubukhulu, babone ukwanda okukhulu ekudayiseni. Kusuka ku-$ 2.5 billion, kwadlula imali engamaRandi ayizigidi eziyizinkulungwane ezingu-4 njengoba lo mkhankaso wawuqedile.
Kule mikhankaso eyisithupha evezwe lapha, lena yiyona ebaluleke kakhulu. Ukuze uvuselele ingxoxo ngobuhle, futhi ukwandise ukuthengisa ngesikhathi esifanayo. Lokho kumangalisa.