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Intro：
World Cup kicked off and the "618" battle of electricity has also, in the marketing campaign, ECOVACS, around the theme of " Without Dust , Win For Clean", the "World Cup tetris" IP as the core, video release topic, on-line interactive game flow, custom electrical business exclusive packaging, make joint shirt, Germany on the OOH for Germany's call, all-round climaxing a truly integrated marketing campaign. The promotional video created by koworth for the World Cup, in the field of the robot sweeper, when the opponent is dust, there are no surprises, only the end of the victory over the opponent.
Solution：
ECOVACS brand and category attributes have a low correlation with the World Cup. How to find the most suitable entry point and difference points to communicate with consumers, so as to let the brand concept naturally pass to users during the World Cup, has become the difficulty of this campaign.
So we found the creative inspiration of this year's World Cup ball. The gradual Mosaic of the sphere is mocked by netizens who seem to see the shadow of tetris.
In thinking about how to express the concept of "Without Dust , Win For Clean" @comm finesse with sponsors and other brands in the "World Cup Russia "IP, combined with voss product core function point, put forward the"Without Dust , Win For Clean"spread the theme, and out of the family, both the fledgling product features, and World Cup team again to a coppi, combined the concept of win the game.
We from the product to get rid of the dirt garbage purification properties and elimination of tetris game rules found in common, create interesting IP "tetris World Cup", the products as eliminate square game props, users can choose their support in the game, little painting representing different country, different products combine products and games, strengthening the removal of the product in the consumers' mind function, after the game by inviting mechanism, social rank, causing fission spread, and through the changes small program making electricity station H5, click the jingdong store banner play "tetris World Cup ", a discount E-coupon is automatically generated for each game score.
In addition, @comm assisted ECOVACS to build the brand's e-commerce platform into a brand content output position, promotion position and sales position, providing a product experience beyond consumers' expectations.
From the creative thinking of tetris game to the product thinking transformation of packaging box, the covose packaging box is created into a new tibao DN3 "tetris World Cup" game console box. When the user opens the inner box, the vertical surface of the whole inside folding surface can be printed into the arcade screen, simulating the game interface of tetris, and the spread side can be printed into the game control lever and button.
Result：
ECOVACS through games as the core of high viscosity, strong interactive Internet marketing play managed to attract the attention of young groups and participation, but also expanded the volume electricity station outside of the brand, stimulate the user's interest in families, voss product, game points for coupons is directly guide to 618, in the form of electrical business activities, it realizes the win-win of the brand and business.
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