On October 18, the 11th international creative festival awards ceremony was held in Shanghai mall.
Under the joint attention of nearly 1,000 advertisers, advertising elites and media reporters, the awards were issued one by one.
After months of strict review, @comm won the gold award of digital media integration category by virtue of McDonald's “full-time master” case. McDonald's “hey! This table has a story "case won the digital media integration category - silver award, digital creative integration category - silver award, public relations integration and communication category - silver award.
@comm 2018 gold investment rewards one gold and three silver, which is enough to demonstrate our integrated marketing strength in digital, media and creative fields.
It is understood that the gold reward prize for business ideas, the most flamboyant of the gold medal award rate hit a record low (gold medal was down 8% and silver was down 0.06%), the contrast is reached a record high number of entries (a 12.2% increase in the number of the company, a 10.3% increase in the number of work), @comm can in such fierce competition won four trophies, enough to explain the winning entries of gold!
(introduction to winning cases)
1 About McDonald's "full-time master"
In the "trans-dimensional" marketing camp of McDonald's "full-time master", @comm and McDonald's and tencent video, who are young in brand, enter the language system of young people through the strategy of content rejuvenation, and break the dimensional wall by crossing the boundary and playing "full-time master", so as to better understand the marketing of young people.
In this campaign, brand owners are not allowed to conduct plot publicity and hype according to brand implantation. @comm also creates more topics on social communication to ignite the whole network discussion, and offline also provides in-depth user experience for fans by building theme stores, derivatives, packaging and other means to ignite UGC. The correct understanding of the profound fetters between quadratic users and content and roles is the premise of the success of the trans-dimensional digital media integrated marketing.
2 McDonald's "hey! This table has a story."
McDonald's "hey! This table has a story "that uses the" true power of the story "to remind consumers of the good memories they once had at McDonald's and build emotional connections with them. We use "real story discovery" to connect customers with real stories that happen in McDonald's. Online use of text and video form collection & dissemination, by PGC drive UGC, achieve the content co-creation, offline build real story to attract theme store, cross-border cooperation with eslite bookstore theme exhibition.
This activity is to break the established impression of fast food industry in consumers' mind, and establish a new impression of "McDonald's is a warm place full of stories" in consumers' mind. This table not only wants to leave your story, but also wants to keep your heart.
(Case Video)
@comm redefines integrated marketing, takes creating content IP as the core, comprehensively integrates online and offline resources, promotes the upgrading of brand main content marketing, and converts traffic to sales volume. As an independent integrated marketing agency, we can better understand the pain points of the brand in business. Thanks to customers' support and trust for a long time, we always have room to find new marketing opportunities with more innovative content.
In the future, @comm will continue to use integrated thinking to deal with the challenges of content marketing and is always committed to providing the latest entertainment experience. @comm through strategic thinking and IP resources, professional planning team led, with content, channels, communication and platform of the best quality resources integration, to create a new form of content integration marketing combined with e-commerce and channel sales needs.
