案例库 · 市场与品牌 · 市场决策 · 2024–2025
这条还没译成中文，下面是英文原文。
A heist film made Mandaue Foam's huge catalogue the hero, lifting sales 221%.
A 'everything the burglars touch multiplies' ad repositioned a Philippine mattress maker as a full home store and sent online sales up 221%.
Mandaue Foam Home Store
那一手
Mandaue Foam started in 1971 as a family-run mattress maker and grew into a national retailer with more than 5,000 furniture and home items, but consumers still read it as a single-category shop.
The obvious route was a conventional sale ad that listed products, which would compete on price in a crowded market. Instead GIGIL made 'Steal': a heist film where burglars break in and everything they touch multiplies, a visual metaphor for a catalogue that turns one item into many.
The metaphor did the repositioning - Mandaue Foam as a complete home-solutions destination, not a mattress store - without a single product list, on a budget that fit a local brand.
Sales followed: online revenue rose 221% and was up 63.22% on the same period a year earlier, the brand's strongest e-commerce stretch in two years.
为什么管用
- Breadth is hard to say in a list; a multiplying heist shows it in one image.
- Repositioning beats discounting when the problem is perception, not price.
- The film is the budget-savvy route: one idea, no catalogue production, high share-ability.
可以搬走什么
When the product is breadth, dramatise the effect rather than enumerate the range; a single metaphor can reposition a whole retailer more cheaply than a catalogue.
后来呢
The film collected a Graphite and a Wood Pencil at D&AD, a bronze Clio and a bronze Cannes Lion, so the jury confirmed what the numbers showed: a clever, cheap idea that repositioned a 54-year-old brand for a younger online shopper.
资料来源
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