奧美廣告_創(chuàng)意策略(存儲(chǔ)版)
【正文】 ,並感覺兒童百服寧是個(gè)她可以信賴的品牌 . Ogilvy Mather 26 Ref:TN/BRIEF/SPRING_B/rc Competition競(jìng)爭(zhēng)範(fàn)疇 ? Panadol (Children) and children39。 :17:3600:17Mar233Mar23 1故人江海別，幾度隔山川。 00:17:3600:17:3600:173/3/2023 12:17:36 AM 1成功就是日復(fù)一日那一點(diǎn)點(diǎn)小小努力的積累。 , March 3, 2023 閱讀一切好書如同和過去最杰出的人談話。 2023年 3月 3日星期五 12時(shí) 17分 36秒 00:17:363 March 2023 1一個(gè)人即使已登上頂峰，也仍要自強(qiáng)不息。勝人者有力，自勝者強(qiáng)。 2023年 3月 3日星期五 上午 12時(shí) 17分 36秒 00:17: 1楚塞三湘接，荊門九派通。 2023年 3月 上午 12時(shí) 17分 :17March 3, 2023 1行動(dòng)出成果，工作出財(cái)富。d) Ogilvy Mather 54 Ref:TN/BRIEF/SPRING_B/rc ? However, there is always the later emotion inside each one of them which can be ignited by discovering that somebody does care about them and that life is far more than what they could see now. 然而 ,每個(gè)人的心底總藏著這麼一份情感 ,能被眼前的事情勾動(dòng) : 如果他們發(fā)覺有人在默默地關(guān)心他 ,或發(fā)覺人生其實(shí)比你一雙眼睛能看見的部份要寬廣得多 . Ogilvy Mather 55 Ref:TN/BRIEF/SPRING_B/rc ? Opticall 88 is the leader in the optical industry which is dedicated to helping others get a clear vision by providing professional and friendly service. 眼鏡 88是光學(xué)界的領(lǐng)導(dǎo)者 ,致力於幫助人們獲得清晰的視力 ,提供專業(yè)及友善的服務(wù) . Positioning 定位 Ogilvy Mather 56 Ref:TN/BRIEF/SPRING_B/rc ? Life is more rewarding with clear vision. 看得更清晰 ,人生會(huì)更有所獲 . Consumer Benefit 消費(fèi)者利益點(diǎn) Ogilvy Mather 57 Ref:TN/BRIEF/SPRING_B/rc In developing a new thematic advertising campaign for Optical 88, we endeavour to: 在新的主題廣告中我們嘗試要 ? Continue to own the high ground of the category (. clear vision) 持續(xù)占領(lǐng)本品類的 主要賣點(diǎn) (清晰的視力 ) Creative Rationale 創(chuàng)意觀點(diǎn) Ogilvy Mather 58 Ref:TN/BRIEF/SPRING_B/rc ? Expand the consumer promise for the existing thematic campaign. The current TV mercial plays on the concept that Optical 88 helps you see things clearer. We would like to expand the promise to Optical 88 enables you to see things clearer so that you will have a more rewarding life. 將現(xiàn)在廣告中的消費(fèi)者承諾擴(kuò)大 ,從 眼鏡 88讓您看得更清楚 到 眼鏡 88能讓你把世事看得更清楚 ,從而擁有更有所獲的人生 . Ogilvy Mather 59 Ref:TN/BRIEF/SPRING_B/rc ? Project the positive side of life. The tone and manner will be genuine and touching. 投射生命中的光明面 ,語調(diào)與態(tài)勢(shì)將是真誠(chéng)而感人的 . ? Project a contemporary image for Optical 88. We will reflect the attitude and lifestyle of today39。s Bufferin (Liquid) China Ogilvy Mather 24 Ref:TN/BRIEF/SPRING_B/rc Brand Definition品牌定義 ? Bufferin is a shoulder you can lean on. He understands what you 39。 Ogilvy Mather 5 Ref:TN/BRIEF/SPRING_B/rc 尋找一個(gè)按鈕 找一個(gè)點(diǎn)，輕輕一碰，就能觸動(dòng)內(nèi)心的某些層面 不一定是一個(gè)感性利益點(diǎn) (emotional benefit) 但多少，總有些感情的筆觸 (emotional touch) 才能感動(dòng)人，打中紅心。s Tylenol 兒童必理通和兒童泰諾 Brand Audit shows that Panodol, Tylenol, and Bufferin evoke different association. 品牌檢驗(yàn)顯示 ,必理通 ,泰諾和百服寧有截然不同的品牌聯(lián)想 . Ogilvy Mather 27 Ref:TN/BRIEF/SPRING_B/rc Panadol Tylenol Bufferin VS Authoristatve權(quán)感 Passionate激情的 Rational理性 Confident自信 Tender Sweet溫柔甜美 Gentleman紳士 Arrogant distant Soft柔軟 Stable平穩(wěn) 傲慢 距離感 Caring mother關(guān)愛的母親 Dull/Boring乏味 /無趣 No human touch Talkative嘮叨 A Family Man 沒有人味 以家庭為中心的男人 Sympathetic同情心 泰諾的品牌聯(lián)想 ,因?yàn)閺?qiáng)生 (JJ)的公司形象的輔助 ,已經(jīng)佔(zhàn)據(jù) 了消費(fèi)者心目中 母性的光輝 的光明面 .相較於必理通 ,百服寧 的優(yōu)勢(shì)是多一些 人味 ,且沒有必理通的 傲慢與距離感 ,嘗試 去除掉百服寧的 乏味面 ,增強(qiáng)人味 (human touch)是在競(jìng)爭(zhēng)者 中突出的重點(diǎn) ,因?yàn)榇蠹叶歼€在品牌建立的初期 ,占奪先機(jī) , 機(jī)會(huì)無窮 . Competition(續(xù) ) Ogilvy Mather 28 Ref:TN/BRIE
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