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该项目荣获:

2020 媒介360营销奖文化创新银奖

2020 TMA移动营销大奖·创意类铜奖




今年是乐事连续第三年推出春日限定产品,如何超越自己,为年轻人带来新的体验?2020年,乐事推出春日限定3.0:除了樱花元素之外,加上了年轻人中流行的“气泡水”元素,推出全新「气泡薯片」系列:乳酸菌苏打水味,樱花粉荔气泡水味,白葡萄汽水味。G Project今年继续为乐事大开脑洞,用科技感重塑年轻人的告白体验,特殊时期下,将烟火以创新视效呈现出来,以一场“云告白烟火秀”把告白玩出新意,使新品在一众樱花季零食中脱颖而出。


2020,爱你爱你,2020年本来是个属于甜蜜的年份,但却被一场意外打破,本来约好的大餐,电影,旅游纷纷取消,所有人的约会都变成了“约定”,许多人也因此错过了告白的机会。当春天来临,你会选择怎么弥补这一份错过的爱?G Project和乐事品牌方紧急调整,决定将原有创意转换为“云端”活动。经过对疫情期间的舆情深挖,创意团队发现经过这段艰难的时期,很多年轻人比以往更珍惜爱,他们更需要释放情感,需要被鼓励,获得爱的勇气与力量。经过几轮沟通,乐事品牌方和创意团队确定了新的方向,这个时代的年轻人极度重视参与感和内容共创,用各种具有科技感的烟火助力年轻人告白,创造一场前所未有的云告白烟火秀。






白色情人节前一天,网友可以尝试自己定制「告白烟火」,通过勾选烟火的元素,世界知名的樱花胜地背景,描绘轨迹,就能自动生成不同的烟火动画,网友还可以输入留言和烟火动画结合在一起,完成自己的「告白烟火」。3月14日白色情人节当天,乐事请来人气辩手肖骁变身告白主播,陪伴大家度过这场云约会。分享各种告白小故事为大家“排雷”。


直播活动最高潮,通过国外设计团队高科技粒子效果打造的「云烟火秀」上演,结合动态气泡悬浮效果,3D感十足,打造出全新的视觉体验,无论是气泡薯片产品的核心元素樱花,气泡,还是代言人的图像,都通过粒子化呈现出了梦境感,在线上展现了一场前所未有的烟火盛宴。






微博,抖音,小红书等在314前后持续种草,并将大量的KOL投放于白色情人节当天,深度沟通「气泡薯片」的口味,颜值搭配,将产品打造为网红零食,大量素人因此自发分享气泡薯片的感受。白色情人节当天,乐事还上线了LBS广告,定位零食销售门店的3公里,腾讯APP开屏引流领取附近商超优惠券,从引起关注,到影响决策,最终完成购买,形成完整的营销链路。创意事件+种草营销+精准推送,让品牌获得了声量销量双丰收,高达几亿的微博主话题页阅读量,电商销量整体增长幅度也很可喜,在未做微信种草的情况下,各种微信美食生活类公众号主动发文安利上百篇,气泡薯片成为今年春天最火热的零食新品之一。





It is the 3rd consecutive year launching Lay's spring limited edition, but how to wow our customers again? In early 2020, Lay’s, in addition to cherry blossom flavor, has intended to present us the brand new SPARKLING WATER FLAVOUR, there are 3 novel tastes in this line including lactic acid flavor, cherry lychee flavor and white grape flavor. However, the plague has changed everything, G Project therefore brainstormed a 3D firework show on phones with innovative visual effect for Lay’s. With this idea, Lay’s new lines of chips sold out.


2020, sounds like Love You Love You in Chinese, it should’ve been a sweet year, but all the scheduled dinners, movies, travel plans has been cancelled, all the datings have been postponed because of the incident. As a result, many people have lost the opportunity to confess their love. Thinking of this, G Project and Lay’s decide to offer the young a second chance encouraging them to unleash their emotions to get love through an unprecedented online firework show where your commence can be seen by everyone.






On the day before the White Day, customers may customize their own fireworks including the background, even the paths of the fireworks! Tailor-made fireworks animations generated, they may share it with their loved ones. On March 14th,  the day of the White Day, we have invited the popular debater Xiao Xiao to be the anchor and to keep you company with various confession stories for everyone.


With the glassless 3D technology provided by a foreign design team, the show goes to the climax with sakura, bubbles and images of celebrities in a splendid and dream-like way.


On Weibo, Tik Tok, Xiaohongshu and other platforms around the White Day, we have had a lot of KOLs introducing the new SPARKLING WATER FLAVOUR to netizens, which becomes a buzz word. Accordingly, our creative events, seeding plans and targeted SEMs have enabled Lay’s to achieve tremendous sales as well as hundreds of millions of views and topics on Weibo and Wechat. 


云告白烟火秀