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【正文】 2023年 1月 23日星期一 8時(shí) 23分 31秒 20:23:3123 January 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)。 , January 23, 2023 閱讀一切好書(shū)如同和過(guò)去最杰出的人談話。 2023年 1月 23日星期一 下午 8時(shí) 23分 31秒 20:23: 1楚塞三湘接，荊門(mén)九派通。 20:23:3120:23:3120:231/23/2023 8:23:31 PM 1成功就是日復(fù)一日那一點(diǎn)點(diǎn)小小努力的積累。 2023年 1月 下午 8時(shí) 23分 :23January 23, 2023 1行動(dòng)出成果，工作出財(cái)富。 :23:3120:23Jan2323Jan23 1故人江海別，幾度隔山川。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(jué)有人在默默地關(guān)心他 ,或發(fā)覺(jué)人生其實(shí)比你一雙眼睛能看見(jiàn)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(mài)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(yǔ)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. 使目標(biāo)消費(fèi)群知道 兒童百服寧上市了 ,並感覺(jué)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。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。在是春天 ” 林友琴 Ogilvy Mather 2 Ref:TN/BRIEF/SPRING_B/rc I am blind. 我是瞎子 Ogilvy Mather 3 Ref:TN/BRIEF/SPRING_B/rc This is spring. And I am blind. 現(xiàn)在是春天 . 而我是瞎子 . Ogilvy Mather 4 Ref:TN/BRIEF/SPRING_B/rc 春光明媚繁花似錦的春天， 我只能聞到春天的氣味， 卻看不見(jiàn)春天， 因?yàn)槲沂莻€(gè)瞎子。 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。re dealing with in order to take better care of your family. He understands the plexity of your every day life. He understands your anxiety, when your family is not well. He is a friend in need. You know he39。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
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