【創(chuàng)意策略創(chuàng)新策劃】奧美廣告-創(chuàng)意策略-wenkub.com
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【正文】 2023年 1月 31日星期二 3時 43分 24秒 15:43:2431 January 2023 1一個人即使已登上頂峰，也仍要自強(qiáng)不息。勝人者有力，自勝者強(qiáng)。 , January 31, 2023 閱讀一切好書如同和過去最杰出的人談話。 2023年 1月 31日星期二 下午 3時 43分 24秒 15:43: 1楚塞三湘接，荊門九派通。 15:43:2415:43:2415:431/31/2023 3:43:24 PM 1成功就是日復(fù)一日那一點點小小努力的積累。 2023年 1月 下午 3時 43分 :43January 31, 2023 1行動出成果，工作出財富。 :43:2415:43Jan2331Jan23 1故人江海別，幾度隔山川。d) 54 ? 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 ,每個人的心底總藏著這麼一份情感 ,能被眼前的事情勾動 : 如果他們發(fā)覺有人在默默地關(guān)心他 ,或發(fā)覺人生其實比你一雙眼睛能看見的部份要寬廣得多 . 55 ? 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 56 ? Life is more rewarding with clear vision. 看得更清晰 ,人生會更有所獲 . Consumer Benefit 消費者利益點 57 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 (清晰的視力 ) Creative Rationale 創(chuàng)意觀點 58 ? 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 . 59 ? 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)勢將是真誠而感人的 . ? Project a contemporary image for Optical 88. We will reflect the attitude and lifestyle of today39。s Bufferin. 使目標(biāo)消費群知道 兒童百服寧上市了 ,並感覺兒童百服寧是個她可以信賴的品牌 . 26 Competition競爭範(fàn)疇 ? Panadol (Children) and children39。s Bufferin (Liquid) China 24 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 2 I am blind. 我是瞎子 3 This is spring. And I am blind. 現(xiàn)在是春天 . 而我是瞎子 . 4 春光明媚繁花似錦的春天， 我只能聞到春天的氣味， 卻看不見春天， 因為我是個瞎子。 5 尋找一個按鈕 找一個點，輕輕一碰，就能觸動內(nèi)心的某些層面 不一定是一個感性利益點 (emotional benefit) 但多少，總有些感情的筆觸 (emotional touch) 才能感動人，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 differen
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