奧美-運(yùn)營方案：士力架創(chuàng)意傳播方案（英譯中）

BuildSnickersasNo.1snackchoiceintheoccasionofpreparingexaminChinaCampusstudentsMiddleschoolstudentsParentsYouarenotyouwhenyou’rehungryFromrefined-lifetocreate-lifetogeneratingcontentlivelycrossboundarygenerouslyspeakoutCampusCampusstudentsMiddleschoolstudentsfocusgroupfunfunDreampReality#@%?...#@%?...py越到大考心越浪WannaescapewhentheexamapproachingStrategy罵街、唱歌、幽默、祈禱Squalling,Singing,Teasing,PrayingBacktoyourselfcommunicatinginafunandhumorousway 8642050*8642050*8642864202525*MermaidBacktoyourselfcommunicatinginafunMermaidhaveaSNK!”鯉”mermaid” 小饑小餓小饑小餓Alittlebithungry你媽覺得你餓MomalwayssupposesyouarehungryMermaidBacktoyourselfcommunicatinginafunandhumorouswaydelicious”,Momwithf 9、兒子向媽媽展示：“媽，這就是一條士力架” PackageDesign-51g*3SupermarketPack貨架相鄰產(chǎn)品包裝翻轉(zhuǎn)陳列示意Displaydemoofadjacentproductingoodsshelf產(chǎn)品包裝-電商促銷版貨架相鄰產(chǎn)品包裝翻轉(zhuǎn)陳列示意Displaydemoofadjacentproductingoodsshelf每條撕開內(nèi)部印有文字建議卡紙內(nèi)側(cè)單色印刷每盒上面刻螞蟻線方便單獨(dú)打開每一條最外層包裝單側(cè)開口開口部分向內(nèi)翻折避免劃手，同時(shí)增加強(qiáng)度可分別抽出，便于分享“每天一條錦鯉裝“Tearingouteverystripcap,onwhichthereisoneexamtipthatcaneasestudent’semotion.MermaidBacktoyourselfcommunicatinginafunandhumorouswayQuirkySocialGame TeachTeachbuildingSupermarketSNKTheme3DPantinginschoolPOSM:SpokesmanARPosterBaBa REACH RELEVANCETRADEstoreVideoStreaming+TAReachTAReach93.41millionTAReach237.91million TraditionalAds在學(xué)生聚集的高流量平臺(tái)上WithStudentsCrowdedHighTrafficPlatform創(chuàng)造新的商業(yè)模式CreateNewBusinessModel+倍Salesincreased60timesasusual IPExchangeTrafficSales+Socialiseverything SchoolMediaReading：20,000+Reading：9,000+Reading：VideoView：119m+Impression：1.5b+媒體預(yù)算CPMVideoViewImpressionBilibiliBilibili￥4,000,000￥44,000,0001,000,000,000微博￥5,000,000￥4025,000,000125,000,000天貓?zhí)詫殐?yōu)酷騰訊微信￥3,000,000￥2290,909,091227,272,727QQ騰訊視頻￥2,000,000SocialKOL及其他￥1,000,000--159,799,000TOTAL￥15,000,000-119,909,0911,512,071,727￥0TeamStructureogihy“一切為了銷售，否則我們一無是處.”MichaelCheungChina,responsibleforthedevelopmentandexpansionoftheAmediaveteranwithmorethan19yearsofexperience,hemanagement.PriortojoiningNeo,MichaelCheungwastheChiefStrategyOfficerofGroucontinuedgrowth.MichaelgraduatedfromPekingUniversitywithaBachelor’sdegreeinlaw,andisagraduateoftheHaNaruRadhakrishnanCFO,NaruisWPPveteranofover2decadesduringwhichheworkedforOgilvy,GroupMandKantar.Hehasworkedondiversecategories,indiverserolesacrossAPAC.HislaststintwasasCCOwithMillwardBrownwherehewasresponsibledevelopingresearchmethodologiesforcrossplatformdigitalperformancemeasurement.PriortothathewaswithGroupMinChinahelpinglargemarketerstransformfromlegacytodigitalmarketing.PartofhisremitwastosetupdigitalandecommerceoperationsforP&GinChina.NatalieWangNataliehas12yearsof4Aexperience,andhasgreatcontributiontomediaplannihinkPad,SAP,Cisco.2013,shesetupperformancemarketingteamintegratingsearch,programmaticbuying,socialmarketingandmediaplanning,andprovidedperformanceconsultingservicetobranding.GraduatedfromPekinguniversity.HeadofMediaShehasexcellentteammanagementinsightanddatacollaborationcapabilities.Also,shehasyearsofgreatcustomerserviceexperience.Sheisproficientindigitalmediaandmediaplanningability.ShehasservedThinkPad,Cisco,LenovoThinkPad,Kimberly-Clark,TripAdvisor,knownbrands.ShakiraHuangHeadofSocialShakirahas9years’experienceofdigitalarea,anduniquepointofviewintermsofSocialMedia.SheisquitefamiliarwithfullstageknowledgeofSocialmarketing,suchasintegratedcampaignofSNSmarketing.J&J,GreenPeacewiththesupportofherSocialteam.AroachZhangLanggraduatedfromZhengzhouUniversitywithaBachelor’sdegree.Aroachstillpossessatremendouspassiontocreative,andfirmlyforus.Brandestablishment,traditionalads,andintegratedmarketingMickeygraduatedfromBeijingFashionInstituteUniversityactivityRamonaZengRamonaasfellowjoinedOgilvyGroupsince2014,andhaspiraticalexperiencethroughinternationalandlocalbrands,includingAudi,Amazon,VW,KSFtoservice.Shehasstrongacademicbackgroundinmarketingcommunicationandmediaculture.RamonagraduatedwiththemasterdegreefromUniversityofEastAngliainUK.throughinternationalandlocalbrands,includingThinkPad,TripAdvisor,TourismFiji,VOSS,SKPandsomeotherbrands.Hehasgreatcustomerserviceexperience,andgoodatdataprocessing,creativeandmediaplanning.MillyjoinedNeo@Ogilvysince2015,andhaspracticalexperiencethroughglobalandlocalbrands,includingThinkPad,TourismFiji,VOSS,TripAdvisor,etc.Shemajorsinadvertising，andgraduatedwiththebachelordegreefromBeijingInstituteofFashionTechnology.2016FelowSinceNovember2015,RubyWanghadgottwomasterdegreeswithintwoandahalfyearsaboardstudylife.Themajorsare‘Media,CultureandSociety’&‘GlobalCulturalandCreativeIndustries’,inUniversityofEastAngeliaandSOAS,UniversityofLondon,respectively.SOASforherisamagicalteleportationdoor,whichinitiallyandtotallysatisfiedherhungerforknowledgeandtheworld.ViaSOAS,shemettremendousfascinatingculturesandideologies.Indeed,itdevelopedhernewmulticulturalwor