揽胜极光上市推广

EvoqueLaunchStragety上市推广案2011.4.16There’sakindofwild有一种狂野Youcangetitwithoutwords不需言语诉说EngravetheSUVlegendWithlife用生命镌刻越野传奇There’snoroadcan’tbeconquested没有征服不了的路途Fromextremewild脱胎极致狂野Toanewcross-borderchapter开启新的跨界篇章Inheritexcellence传承品牌卓越标签LeadingmetropolisSUVpeaking引领都市越野巅峰Showsumptuous独显瞩目奢华Bepioneer尽揽时代先锋完美艺术展现Perfectart勾勒城市流光溢彩OutlinetheColorofcity抗拒定义枷锁NeverComprisetodefinition彰显个性魅力风暴ShowpersonalityIgnitepassion点燃生命独特激情崇尚自由风尚Advocatefree追随简约线条Followbrieflines诠释解构美学巅峰Interpretationdeconstructionpeak点亮城市炫目奇迹BrighteningcitymiracleAcmeofaesthetics引爆世界极致美学行走在都市中的解构美学WalkingdeconstructionincityFashionisanattitudemorethanapositioning时尚是一种定位更是一种态度Itrefusetobebounded,justshowaconceptorthoughtthroughsimpleexpression拒绝束缚用最简单的表达来精辟诠释一个概念一种想法ItshowoffthecityfashionowntoEvoquebyDeconstriction他以“解构主义美学”的方式，来全新演绎只属于路虎的都市时尚ThisistheattitudeofEvoque这就是Evoque的态度DeconstructionDefinition何为“解构主义”？Intheendof19thcentury,Nietzscheclaimedthat“Godhasgone”,andhealsorequested“revalueallthevalue”.ThusbegantheIdeologicaltrendofrationaldoughtingandsubversionoftradition.19世纪末，尼采宣称“上帝死了”，并要求“重估一切价值”。作为一股质疑理性、颠覆传统的思潮，奠定了“解构主义”的思想溯源。Inthe60years,JacquesDerridafromFrenchgavetheadvocacyofDeconstructionagain.Hesuggestedaopeningattitudetoreviewtheworld,whichmadehimbecomethemodernopinionleaderofDeconstruction.60年代，法国人雅克·德里达高举“解构主义”大旗，他倡导“以多元化的开放态度”来审视一切，成为了“解构主义”近现代的精神领袖。DeconstructionDefinition何为“解构主义”？Deconstructionistheperiodofdecompositionandreconstruction.Itrefusetoregularandbound.Itsuggeststheopeningattitudetoaccommodateandreview.Especiallyusingthesimplelinetoshowtheessence,whichcreatesthechangedirecttoyourheart.Lessismoreistheperfectperformanceofdeconstruction.解构主义是一个“先分解”再“重组构建”的过程，它拒绝墨守成规，拒绝被束缚，它主张以多元化的开放心态来容纳和审视事物，它擅长用最简单的线条来勾勒事物的精髓，实现直指人心的创变。Lessthanmore既是解构主义的完美体现Mastersmade“Deconstruction”asclassic!他们都是“解构主义”的应用大师，而他们的品牌和作品，也都一一成为了人们膜拜的经典……王家卫吕克贝松扎哈·哈蒂德川久保玲三宅一生KarwaiWongLucBessonZahaHadidReiKawakuboIsseyMiyakeFromPhilosophytoArt从哲学到艺术Mastersled“Deconstruction”inluxurybrandspalace大师让“解构主义”成为了卓尔不群的代名词登上了奢侈品的殿堂成为圣典谁将成为下一个为“解构主义”正言的奢侈品牌？RangeRover—EvoqueWhowillbethenext？Evoque,theartof“Deconstruction”Evoque对“解构主义”的演绎对品牌态度的解构(inthebrand)RangeRoveritselfisawayofdeconstructofthebrand.Fromitbutmorethanit从品牌层面而言RangeRover本身就是对品牌的一次解构，脱胎于路虎却又充满了“都市化”的主题，让品牌在表达上更多元。.对设计艺术的解构(inthedesign)对都市时尚的认知解构(bethefriendofcityenvironment)Evoque的线型车身设计，简洁、灵动而时尚，是对路虎传统车型的一次颠覆和解构。而线条车更是一次解构主义美学的完美诠释Evoque’slinebodydesigntotallychangedtraditionallookofLANDROVER,istheperfectsoundof“Deconstruction”.Evoque对环保材料及混合燃料的大胆应用，是一次对“城市可持续发展”的思考，更是对都市新时尚的理念解构。Evoque’senvironmentallyfriendlymaterialsandmixedfuelwillbethenewsconceptinthewayofbeingcity’sfriend.20世纪末川久保玲将“解构主义”在时装设计领域发挥到了极致20thcenturyReiKawakubouseditintofashiondesign2011evoquewillbethemodelof“Deconstruction”inAutomotiveDesign19世纪末“解构主义”哲学诞生Late19thcentury“Deconstruction”started20世纪70年代伯纳德•屈米将“解构主义”引入建筑设计领域70s20thcenturyBernardTschumiguideditintoArchitecturaldesign2011年evoque将成为“解构主义美学”引入汽车工业领域的先驱…………Agenda目录Background&MarketingObjcetive项目背景及市场目标CommunicationStrategy沟通策略分析HuayiNightSponsor华谊明星慈善夜RoadShow巡展策划Owners’Party车主派对EvoqueDeconstructionNight“解构主义”之夜TestDriver试乘试驾TeamIntroduction团队介绍BudgetEstimate报价Agenda目录Background&MarketingObjcetive项目背景及市场目标CommunicationStrategy沟通策略分析HuayiNightSponsor华谊明星慈善夜RoadShow巡展策划Owners’Party车主派对EvoqueDeconstructionNight“解构主义”之夜TestDriver试乘试驾TeamIntroduction团队介绍BudgetEstimate报价MarketingBackgroundTheSUVbranch-marketinghasgrownquicklyinrecentyearsandgainmoreandmoremarketsharesincePorscheCayennedrawaimportedcitySUVhotspot.最近几年，国内SUV市场增长非常的快，以卡宴为主的进口城市SUV掀起了一阵购买SUV热潮。MarketingBackgroundConsumersareseekingforminoritymodelsinordertoshowouttheirpersonalityandtakeitasthesymbolofIdentity.Thisisanewchangeinmarketingwhichbecomesmorepopular.普通的车型难以成为身份象征，于是更多的消费者开始寻求小众车型，以彰显个性。这是现在汽车市场的新变化，也是新的发展趋势。Newcomingbrandinghasbigchancetosuccessfullycreatebrandandgetpeopleloveit,causethebranch-marketinggrowsslowlyandthebrandsinithasnotquiteclearimagetoconsumer.由于该市场起步成长较慢，市场对各子品牌认知模糊，成功塑造自己的品牌个性机会较大。LandRoveristheonlyonebrandwhoisonlyfocusonSUV,whichgivingpeoplethestrongbrandlinkageandgainmanywordofmouthintheindustry.作为一个唯一专注于SUV车型的品牌，在行业内具有良好的口碑与品牌形象Comparingwithothers,Evoqueperformancesperfectandseemsmorefashionanddesign.与其他同类车型相比，Evoque在原先SUV领域表现稳定的情况下，更为强调设计与时尚感ProjectBackgroundMarketingObjectiveBuildwordofmouthtospuronawarenessandfamiliarity,whichcanleadtoconsiderationEnhanceEvoque’s“Presence”&“Trendsetter”positioninthemarketTargetaaudiencemarginallyyounger(28yearoldbull's-eye)positioningasthefashionanddeconstructiondesignstyleAgenda目录Background&MarketingObjcetive项目背景及市场目标CommunicationStrategy沟通策略分析HuayiNightSponsor华谊明星慈善夜RoadShow巡展策划Owners’Party车主派对EvoqueDeconstructionNight“解构主义”之夜TestDriver试乘试驾TeamIntroduction团队介绍BudgetEstimate报价A.TheywantshowtheirexcellentaesthetictastethroughRangerRover.他们希望RangeRover能显示自己卓越审美品味B.Theywantshowtheiridentity同时体现自己的身份ConsumerInsightC.Showtheirpersonalityandmakethemseemsmorefashion.让自己显得更时尚，在都市生活中彰显独特个性A.Branddeco