所获奖项: 营销创新类-其他类-铜奖                                                                      

Case Contributor（获奖单位）: AAAZA

Case Study

全案介绍

Case Name: DIRECTV Showbiz XaoXao

案例名称：DIRECTV Showbiz XaoXao

Case Background:

案例背景：

Background: DIRECTV’s Vietnamese WorldDirect package needed a boost in acquiring subscription for VietDirect which has been decreased due to lack of excitement

DIRECTV公司的WorldDirect越南版套餐需要提升VietDirect因缺乏吸引力而下降的客户订阅量。

Methodology: By blending traditional media such as TV, Radio PR with social media such as FB to promote a new entertaining platform to the Vietnamese audience, it contoured profiled strongly the first steps in transforming to the general market prototype.

   方法论：第一步很明显在于改造一般市场对于品牌的刻板印象，通过将电视、广播和公关等传统媒介与Facebook这样的社交媒体融合，以向越南裔受众推广一个新的娱乐平台。

Opportunity: The target audience for this campaign was slightly different from our previous campaigns that we have done in the last few years. In the past we focused on 1st generation and/or 1st wave immigrants, this campaign allowed us to reach out a wider range of audiences who can be 1.5 to 2nd generation, as well as 2nd wave immigration among Vietnamese community.

   机会：此次营销战役的目标受众与过去几年我们的营销战役稍有不同。过去我们的受众多为第1代美籍越南人以及/或者第1波越南裔移民，而这次我们面向的是更广的受众，即第1.5到第2代美籍越南人以及第2波越南裔移民。

 Innovative Tactics: TV, Radio, FB, Tweeter, Instagram, Online and PR

    创新策略：电视、广播、Facebook、Tweeter、Instagram、线上营销和公关

Business Innovation Mode:

商业创新模式：

Always looking for new ways to engage with consumers

永远寻求新方式以吸引消费者！

Industry/User Pain Points:

行业/用户痛点：

New media may be introduced but there are no way to use to reach specific audiences

新媒体已被引入但并没有可行的方法触及特定受众

What Were Your Steps to Fix the Pain Points?

如何解决？（分步骤阐述）：

We need to a small test campaign that targets specific behavior group that is fit for our clients once we know what results we can get, we use our own case study to bring to the planning.

   我们需要打造一个小的实验性的营销战役，瞄准适合我们的客户的特定消费行为和人群。一旦获得结果，我们就将利用我们的案例研究，来为策划服务。

Innovation Achievements:

创新成果：

Using integrated content as TVC, we leveraged the drama content to social media: Instagram, Facebook, Youtube live chatting.

    利用以TVC形式呈现的整合内容，我们在Instagram、Facebook、Youtube以及在线聊天工具等社交媒体上呈现戏剧化营销。

Anticipated Market Response:

预期市场反应：

The response was great gave boost to our client’s product in Vietnamese American community

   反响热烈，客户产品在越南裔美国人社群中的受欢迎度得到提升。