superb b8launch斯柯达全新速派上市传播策略和创意表现

SKODASuperbNFlaunchcommunicationstrategy&CreativeworksFCBShanghaiJune8,2015 Objectives&Superbhaslowreputation,thebrandimageisnotComparetotheofthecompetitorsameclass,thenewproductofSuperbserieshasnooverwhelmingsuperiority.HowtoeffectivelyimprovethebargainingpoweroftheSuperb,solvethemarketpricebetweennew&oldSuperb.全新速派上 最大 WhatisthebiggestchallengefacedbytheNewSuperbin全新速派的消费者形象What’sSuperBTargetConsumer表面上看，我们的目标消费者与其他B级三厢车用户没有不UsersofB()70%Ave.ageUsersofB()70%Ave.age80% Theproportionofhaving69%Familyannuale(Aftertax86%35岁男 35y.o.male ofcareerBeingmarriedandhavingDecentfamilyStablelifeFindingfromproductNew Product:Highreputation,largecarownership,highquality,elegantPositioning:MPVasConsumers:Matureandsteady-going,rigorous,stubborn,peopleprefertocontroloverallsituation

Positioning:FamliyConsumers:youngandfashionable,Pursuingpublicreputationandsome “我做事比较严谨，比较崇尚德国人的做事风格，所以我选大众这个品牉，而丏这个品牉牉的车丏它的外观大气，也挺适吅商务使用的。”I'maseriousmanwhoadmiredthebehavioralstyleofGerman,soIchooseShanghaiVolkswagen.Thisbrandhasahighpopularity.Isometimeswillusethecarforbusiness,soitlookslowifIchoosesmallbrand.ThereisalargeamountofPassatinroad,qualityofwhichisalsoreliable.Italsohasaelegantappearanceandsuitableforbusinessuse.

车主要是为了家用，所以后排的空间包括后备箱的空间一定要大，在这个基础上如果价格能低一点就最好，怅价比还是看重的。”Ipaymuchattentiononbrand,butIprefernicheproductsbecauseof ality.I'mnotold,sollikethoseyoungmotorcycletypes.Ibuycarsmostlyforfamilyuse,sobackrowspaceandtrunkmustbelarge.Onthisbasis,thelowerpriceisbetter.Ialsopayattentiontocostperformance.B级车市场典型用户对Bsedanmarketcomparisonoftypical 主流车主体现出Mainstreamcarshow:－traditional产品⼤众化定位Duetothepublicpositioningproduct,universalnessand(successfulpublic速派车主体现出OnwersofSuperb－some－straightandnarrowwithsome－costLittleisolatedplotinpublicpositioningwithsomeal接受格外的‘惊喜(receiveadditional他们更看重性价ThepresentusersofSuperbstillbymainstreambutsubjecttotherealisticWhattheyfocuson“ValueforMoney”OurobjectofcommunicationisthepotentialusersofSuperb,theirvaluesdifferentfrompresentusers,Theyarethemenwhopresentusersaspire.Theirvaluesareabove“realism”,butunreachablelikePontentialusersofNewSuperb PontentialusersofNewSuperb RealismsuccessfullythoseusersonbehalfofPassatusers lydrivenusers他们是一群“现实的理想主义者Theyare"idealist"TypicalexamplesarethoseTheirEmphasizeonthequalitynotthebrandoftheclothes,prefersimign;Payattentiontothetextureandcomfortoftheclothes;Theydonotthinkbrandcanrepresenteverything,theonlystandardoftheniscomfort.Theirviewto注重健康，喜欢给人信赖感的连锁餐饮品牌而不是食品；Emphasizeonhealth,preferthosefoodofreliablechainrestaurantinsteadofjunkfood.Theylikehavedinnerinarelaxcondition,sometimesmaywanttogotoMichelinRestaurantaswell.TheirAdvocatingsimple,naturalandgraciouslivingcondition;Theydonotpursuefashionorclassblindly,whatsuitableforoneselfisthebest;Theypreferthingsofsimpledesignandnaturaltextureinsteadofthosemagnificencehouseofho TheirTheydonotlikefollowotherstogotothosehottouristdestinations,those cesofhumanisticfeelingsaretheirchoice.TheyenjoywalkinginPraguethanshopinParis.Theyenjoytheirowntripanddonotadmireothers'scenic.那么是什么驱动这群“轻奢族” 价值观呢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在这样的驱动下，这群消费 Withsuchurge,thisgroupofconsumersPaymoreattentiontotheexperienceofLongforpossessingmorePursuehighqualityConsumerotherstosee1）paymoreattentiontotheexperienceoflifelongforpossessingmorepursuehighquality

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VO:Skoda,NewSetouttotheyearningforSetouttotheyearningforSetouttotheyearningforSetouttotheyearningforSetoutinyearning’sBrandTVClj《߲ख》◌ཽညᓞᑓၾମLj߲खBrandTVC <Setout>Momentoflifetransition,SetFeaturedontheyoungpeoplestrummingtheguitarinhand.Lensturn,theguitarshavebeen cesintheFabia’strunk.(Thisishisfirsttimestandonstageofthemusicfestival.)Closethetrunk,StartedFabia,Driveoutofthelens.Super：SetouttotheyearningforBrandTVClj《߲ख》◌ཽညᓞᑓၾମLj߲खBrandTVC <Setout>Momentoflifetransition,SetLensquickcuts.Rapiddriveoutofthesunshine,ayoungfatherputtingthebabysetintotheRapid.Getin,closethedoor,thisisthefirsttripofthisfamilyofthree.(NuclearFamily,Firsttimetohaveanewmember. ARapidisrunningontheroadofSuper：SetouttotheyearningforBrandTVClj《߲ख》◌ཽညᓞᑓၾମLj߲खBrandTVC <Setout>Momentoflifetransition,SetLensflip,amiddle-agedmanisputtingtheflowertotheOctavia’strunk.(Deliverythefirstbusinessofhisflower Theman’sconfidentvisionreflectinthemirror,withrenewedvigorpullingout.AnOctaviaisrunningonthecountrySuper：SetouttotheyearningforBrandTVClj《߲ख》◌ཽညᓞᑓၾମLj߲खBrandTVC <Setout>Momentoflifetransition,Set Lensswitch,ayoungmanisputtingthetenttohisYeti(Featuredonthekayakwhichontheroof）Aftercompletion,brothersstartagaintogether. AYetiisdrivingonthemountainroadquickly.(SetoutforfirstpurefriendshipofSuper：SetouttotheyearningforBrandTVClj《߲ख》◌ཽညᓞᑓၾମLj߲खBrandTVC <Setout>Momentoflifetransition,SetThelensaregoingwiththeYetirunningthoughthedesert.Withatrailofdust，NewSuperbB8intothelensFeaturedonSuperb,NewSuperbswitchtoabroadsaltSuper:Setoutinyearning’sRouteInsight #Writedownyourstory# #Writedownyourstory#B8TVC<ThestoryofCarpenters g> ，一个爱鼓捣的重庆娃儿，20岁来到 离开了喧闹的CBDB8TVC<ThestoryofMissAngel>汤唯配音 B8KVBrand我25岁/大学毕业/有车有房/孩子3岁/去年升职/收入不错干着份体面的工作/有一个看得见的前程I’m25yearsold/Universitygraduated/Havea3yearsoldkid/Promotedlastyear/Haveadecentwork/Havea predictablefuture可是/我有个问题/生活/难道就这样了么But/IdoubtaboutmylifewillneverchangeIdon’twanttospendallmylifetoreachtheso-calledpinnacleoflife我不想把日子过成一张张名片/一场场酒会/一串银行里的数字/一个别人给的头Idon’twantmylifelookslikenamecards／drinkingpartys/aseriesofnumberinthebank/atitlebeinggivenbysombody我要我的人生/是一次次出发/是一段段 /是一篇篇被转发的 /是一本本值得传阅的影集/Iwantmylifeissettingout