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广告学教程AdvertisingDirectoryWebelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.Webelievethatthepowerofadvertising广告实战案例AdvertisingRealCaseWebelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.超越在顶峰之后一汽大众“奥迪A6”上市传播Agency：上海灵狮广告有限公司Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.内敛的品牌个性+“车、人”辉映的传播形式奥迪在广告策略中遵循延续进取而内敛的品牌个性和“车、人”辉映的传播形式来突出产品的优势，更要映衬“人”的卓越，提出源自产品高于产品、与目标群共鸣的先进理念和思想为品牌主张，在传播上也达到高度，彰显优势姿态。市场背景Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.宝马奥迪头把交椅奔驰皇冠豪华车市搏杀激烈天籁课题•奥迪面对5年一度的产品大改变（机遇？挑战？）•与灵狮6年的合作•上市宣传新产品形象的明晰产品的改变与优势•品牌资产的遵循与延展原有品牌不良形象的转变•传播策略与市场推广策略的配合三角度分析法竞争环境公司/品牌消费者寻求三者的关联与发现挖掘突破点确定沟通核心、策略思考方法•领导品牌阻击追赶的最有效手段：创新（产品的创新传播的传新）宝马5系：动力与操控驾驶乐趣自信外显锋芒毕露竞争环境奥迪A6：全新产品的突破与创新内敛的品牌个性突出人的卓越Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.产品在设计和性能两方面都有突破性创新设计一体式梯形格栅前脸尾部微翘加长车身加长轴距性能4.2升V8+3.2升V6TFSI发动机MMI多媒体交互系统Quattro全时四驱7速手自一体变速箱自身产品与品牌整体设计与性能上革命性的突破与改变品牌全球产品定位：极致进取引领时代全球品牌口号：突破科技启迪未来目标消费群股份制企业高管大中型私企老总中国社会新崛起的时代精英迅速国际化的国内公司CEO少壮派政府高官专业高级白领策略思考总结Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.产品产品定位：最进取的公、商务座驾设计与性能上的突破是支持点品牌内敛尊贵并彰显突破与改变的品牌个性品牌主张突破与创新的新思维传播执行规划2将上市传播划分为两个阶段4推出全新奥迪A64.2/3.0高端产品树立A6L的高档形象向市场要形象31以创想改变未来为主题贯穿始终33推出低端高技术的2OTFSIWebelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.第一阶段传播计划：以告知上市和建立形象为主要目的传播手段：以电视形象广告为统领，系列形象平面广告为呼应第二阶段传播计划：以提升销量和突出产品优势为目的，以产品广告为主传播手段：以产品卖点平面广告为主体创意表现第一阶段全新奥迪A6L形象广告：一辩证的突破性思维，来诠释具有中国智慧的进取观。《思路驰骋》《道路篇》《犒赏篇》第二阶段全新奥迪A6L革命性的技术创新《水滴篇》《雪坡篇》获第二届中国汽车广告奖平面创意金奖•第一阶段平面广告道路篇•奥迪A6水滴系列-火山篇(最佳创意奖)•奥迪A6水滴系列-马奔篇(最佳创意奖)•奥迪A6水滴系列-瀑布篇(最佳创意奖)广告效果Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.Webelievethatthepowerofadvertising,wealsobelievethatthebrandstrength,webelievethatChina'spower!Wehopetoinnovation,harmony,China'sintentiontocreateasuperbrands,Chinesemultinationalcompanies.效果评测2005年9月：实际销售3372辆2005年10月：实际销售3228辆2005年11月：实际销售5588辆创一汽大众奥迪历史销售最高纪录成功核心在“突破与创新”思维的指导下，突破“官车”的羁绊，成功转型为“中国社会新崛起的时代精英”对目标人群的新定位，赋予奥迪新的生命力！！完TheEnd