superb b8launch斯柯達(dá)全新速派上市傳播策略和創(chuàng)意表現(xiàn)

SKODASuperbNFlaunchcommunicationstrategy&CreativeworksFCBShanghaiJune8,2015 Objectives&Superbhaslowreputation,thebrandimageisnotComparetotheofthecompetitorsameclass,thenewproductofSuperbserieshasnooverwhelmingsuperiority.HowtoeffectivelyimprovethebargainingpoweroftheSuperb,solvethemarketpricebetweennew&oldSuperb.全新速派上 最大 WhatisthebiggestchallengefacedbytheNewSuperbin全新速派的消費(fèi)者形象What’sSuperBTargetConsumer表面上看，我們的目標(biāo)消費(fèi)者與其他B級(jí)三廂車(chē)用戶(hù)沒(méi)有不UsersofB()70%Ave.ageUsersofB()70%Ave.age80% Theproportionofhaving69%Familyannuale(Aftertax86%35歲男 35y.o.male ofcareerBeingmarriedandhavingDecentfamilyStablelifeFindingfromproductNew Product:Highreputation,largecarownership,highquality,elegantPositioning:MPVasConsumers:Matureandsteady-going,rigorous,stubborn,peopleprefertocontroloverallsituation

Positioning:FamliyConsumers:youngandfashionable,Pursuingpublicreputationandsome “我做事比較嚴(yán)謹(jǐn)，比較崇尚德國(guó)人的做事風(fēng)格，所以我選大眾這個(gè)品牉，而丏這個(gè)品牉牉的車(chē)丏它的外觀(guān)大氣，也挺適吅商務(wù)使用的。”I'maseriousmanwhoadmiredthebehavioralstyleofGerman,soIchooseShanghaiVolkswagen.Thisbrandhasahighpopularity.Isometimeswillusethecarforbusiness,soitlookslowifIchoosesmallbrand.ThereisalargeamountofPassatinroad,qualityofwhichisalsoreliable.Italsohasaelegantappearanceandsuitableforbusinessuse.

車(chē)主要是為了家用，所以后排的空間包括后備箱的空間一定要大，在這個(gè)基礎(chǔ)上如果價(jià)格能低一點(diǎn)就最好，悵價(jià)比還是看重的?！盜paymuchattentiononbrand,butIprefernicheproductsbecauseof ality.I'mnotold,sollikethoseyoungmotorcycletypes.Ibuycarsmostlyforfamilyuse,sobackrowspaceandtrunkmustbelarge.Onthisbasis,thelowerpriceisbetter.Ialsopayattentiontocostperformance.B級(jí)車(chē)市場(chǎng)典型用戶(hù)對(duì)Bsedanmarketcomparisonoftypical 主流車(chē)主體現(xiàn)出Mainstreamcarshow:－traditional產(chǎn)品?眾化定位Duetothepublicpositioningproduct,universalnessand(successfulpublic速派車(chē)主體現(xiàn)出OnwersofSuperb－some－straightandnarrowwithsome－costLittleisolatedplotinpublicpositioningwithsomeal接受格外的‘驚喜(receiveadditional他們更看重性?xún)r(jià)ThepresentusersofSuperbstillbymainstreambutsubjecttotherealisticWhattheyfocuson“ValueforMoney”O(jiān)urobjectofcommunicationisthepotentialusersofSuperb,theirvaluesdifferentfrompresentusers,Theyarethemenwhopresentusersaspire.Theirvaluesareabove“realism”,butunreachablelikePontentialusersofNewSuperb PontentialusersofNewSuperb RealismsuccessfullythoseusersonbehalfofPassatusers lydrivenusers他們是一群“現(xiàn)實(shí)的理想主義者Theyare"idealist"TypicalexamplesarethoseTheirEmphasizeonthequalitynotthebrandoftheclothes,prefersimign;Payattentiontothetextureandcomfortoftheclothes;Theydonotthinkbrandcanrepresenteverything,theonlystandardoftheniscomfort.Theirviewto注重健康，喜歡給人信賴(lài)感的連鎖餐飲品牌而不是食品；Emphasizeonhealth,preferthosefoodofreliablechainrestaurantinsteadofjunkfood.Theylikehavedinnerinarelaxcondition,sometimesmaywanttogotoMichelinRestaurantaswell.TheirAdvocatingsimple,naturalandgraciouslivingcondition;Theydonotpursuefashionorclassblindly,whatsuitableforoneselfisthebest;Theypreferthingsofsimpledesignandnaturaltextureinsteadofthosemagnificencehouseofho TheirTheydonotlikefollowotherstogotothosehottouristdestinations,those cesofhumanisticfeelingsaretheirchoice.TheyenjoywalkinginPraguethanshopinParis.Theyenjoytheirowntripanddonotadmireothers'scenic.那么是什么驅(qū)動(dòng)這群“輕奢族” 價(jià)值觀(guān)呢Then,whatisdrivingthecorevaluesofthese"Affordableluxury"people? WhenIreachmythirtieth,Ifindiputmoreandmoreattentiontoquality,buttome,qualityisnotmeantoluxury.Ibelievethatonlythosepeoplewhohaven'tgotabilitytocreateself-worthneedtousefamousbrandtoaddlustertothemselves;Thoseactionsofpilingupfamousbrandtoproveoneself'spowerisactuallyakindofwaste,evenmaycauseburdenonlife.Ifsuchnoblelogorepresentaresult/achievement/terminalpointwhichworthtobeadmired.Thenwhatwesayaboutquality,isrepresentaprocess/experience/coursewhichworthtobereliveSuchprocessmaybeonlyseenbymyselfandhas'tgotdazzlinghaloandButitismyownexperience,itsvalueisnotgivenbyoutsidepraiseoranyfamouslogobutbymyownvividstories. “Don’tfortheOther’s在這樣的驅(qū)動(dòng)下，這群消費(fèi) Withsuchurge,thisgroupofconsumersPaymoreattentiontotheexperienceofLongforpossessingmorePursuehighqualityConsumerotherstosee1）paymoreattentiontotheexperienceoflifelongforpossessingmorepursuehighquality

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SkodaBrand&SuperbB8創(chuàng)意平臺(tái)Creative tformLiveitRouteInsight一路走來(lái)，行至而立但我更清楚，自己想要的究竟是什么

Alongtheway,bytheageofGraduallyseeingtheessenceoflife,andmorethoroughunderstandingofmyself.IknowifIfollowthemaintrendwhatIcanachieve.ButIknowexactlywhatIwant.IeagertokeepmyheartcheerfulratherthanweargorgeousIhopetohavemyownexperienceratherthangetapprovalfromothers.…Ican’tfindwhatIwantinthesuccessofthepeople’sWhatIwantisintheother ce,andwhatIwantcalledSetoutinyearning’s有些氣息，噴著香水聞不到。到。 往向往出發(fā)

SuperbB8Someodouryoucan’tsmell,ifyouspraythe ceyoucan’twalkto,ifyouwearcustomshoes.Somesightsyoucan’tenjoythroughyourofficeSomepeopleyoucan’tgettoknowfromthegolfAndsomeyearningcan’tfitintosomecar.Skoda,NewSuperbSetoutinyearning’sSuperbB8有些氣息噴著香水聞不到Super/VO:Someodouryoucan’tsmell,ifyouspraytheSuperbB8 Super/VO: ceyoucan’twalkto,ifyouwearcustomshoesSuperbB8 Super/VO:有些風(fēng)景，從寫(xiě)字樓的窗口看不到。Super/VO:Somesightsyoucan’tenjoythroughyourofficeSuperbB8有些人去 球場(chǎng)碰不 球場(chǎng)碰不到Super/VO:Somepeopleyoucan’tgettoknowfromthegolfSuperbB8有些向往有些車(chē)裝不Super/VO:Andsomeyearningcan’tfitintosomecar.Super:Setoutinyearning’s

VO:Skoda,NewSetouttotheyearningforSetouttotheyearningforSetouttotheyearningforSetouttotheyearningforSetoutinyearning’sBrandTVC?《??》??????????BrandTVC <Setout>Momentoflifetransition,SetFeaturedontheyoungpeoplestrummingtheguitarinhand.Lensturn,theguitarshavebeen cesintheFabia’strunk.(Thisishisfirsttimestandonstageofthemusicfestival.)Closethetrunk,StartedFabia,Driveoutofthelens.Super：SetouttotheyearningforBrandTVC?《??》??????????BrandTVC <Setout>Momentoflifetransition,SetLensquickcuts.Rapiddriveoutofthesunshine,ayoungfatherputtingthebabysetintotheRapid.Getin,closethedoor,thisisthefirsttripofthisfamilyofthree.(NuclearFamily,Firsttimetohaveanewmember. ARapidisrunningontheroadofSuper：SetouttotheyearningforBrandTVC?《??》??????????BrandTVC <Setout>Momentoflifetransition,SetLensflip,amiddle-agedmanisputtingtheflowertotheOctavia’strunk.(Deliverythefirstbusinessofhisflower Theman’sconfidentvisionreflectinthemirror,withrenewedvigorpullingout.AnOctaviaisrunningonthecountrySuper：SetouttotheyearningforBrandTVC?《??》??????????BrandTVC <Setout>Momentoflifetransition,Set Lensswitch,ayoungmanisputtingthetenttohisYeti(Featuredonthekayakwhichontheroof）Aftercompletion,brothersstartagaintogether. AYetiisdrivingonthemountainroadquickly.(SetoutforfirstpurefriendshipofSuper：SetouttotheyearningforBrandTVC?《??》??????????BrandTVC <Setout>Momentoflifetransition,SetThelensaregoingwiththeYetirunningthoughthedesert.Withatrailofdust，NewSuperbB8intothelensFeaturedonSuperb,NewSuperbswitchtoabroadsaltSuper:Setoutinyearning’sRouteInsight #Writedownyourstory# #Writedownyourstory#B8TVC<ThestoryofCarpenters g> ，一個(gè)愛(ài)鼓搗的重慶娃兒，20歲來(lái)到 離開(kāi)了喧鬧的CBDB8TVC<ThestoryofMissAngel>湯唯配音 B8KVBrand我25歲/大學(xué)畢業(yè)/有車(chē)有房/孩子3歲/去年升職/收入不錯(cuò)干著份體面的工作/有一個(gè)看得見(jiàn)的前程I’m25yearsold/Universitygraduated/Havea3yearsoldkid/Promotedlastyear/Haveadecentwork/Havea predictablefuture可是/我有個(gè)問(wèn)題/生活/難道就這樣了么But/IdoubtaboutmylifewillneverchangeIdon’twanttospendallmylifetoreachtheso-calledpinnacleoflife我不想把日子過(guò)成一張張名片/一場(chǎng)場(chǎng)酒會(huì)/一串銀行里的數(shù)字/一個(gè)別人給的頭Idon’twantmylifelookslikenamecards／drinkingpartys/aseriesofnumberinthebank/atitlebeinggivenbysombody我要我的人生/是一次次出發(fā)/是一段段 /是一篇篇被轉(zhuǎn)發(fā)的 /是一本本值得傳閱的影集/Iwantmylifeissettingout