策略培训英文版07

TheCreativeWorksofHANKOOKTireDSBAdvertisingApr1999I.CreativePrinciple•AsHankookTirehasjuststeppedintotheChineseMarket,advertisingistohelprapidlybuildupitsreputationandfame,sothataffinityandtrustcanbefoundintherelationshipbetweenChineseconsumersanddistributors.I.CreativePrinciple•Ascompetitioninthetiremarketisfierce,thecreativeideaofoursistoexpresstheuniquebrandvalueandpersonalityofHankookTireinveryspecialcreativeandvisualwayofexpression,sothatdistinguishitselffromadsofotherbrands.I.CreativePrinciple•WehopetoexpressthemoderatemanagementandmaturedevelopmentofHankookTire,aswellasitsstrengthitspower,itsperseveranceinself-perfectionanditspursuitinperfectquality.II.TheCreativeExpression1.TheHankookBelief(TaiDivination-2pcs)Driverstakesafetyasthemostimportantthing,soisHankookTire’sbeliefinthewishesofgettingsafetyforallmankind--TheChinesenameofHankook“Tai”happenstobetheluckiestdivinationmeaningsafetyandgoodluck,describedintheBookofChanges.ByusingthetalismanwhichisfamiliartoChinese,combiningtheHankookBeliefinsafety,theadvertisementwhichappliesaverysimplewayofexpression,bothmeetstheconsumers’expectationandhasastrongimpact.Itproducestheassociationinconsumersas“Tai-Hankook-Safety”sothatfameisobtainedrapidlyandarelationshipofaffinityandtrustisestablishedbetweenbrandandconsumers.II.TheCreativeExpressionThisadiseasytorecognize.Whileitcanbewiselyusedinallmediaandgiftshops,itcanbeeffectivelywidespread,butatthesametimedifferentiateitselffromtheMichellincartoonfigureandtheelephantofJiatong.It’smoreacceptabletoChinesepeople.And,theuniqueassociationofTaiDivinationwithHankookcanneverbeapplietoanyotherbrands.Suggestedmedia:On-the-spotposters,streetlightbox,drivers’talisman,rearwindowad.II.TheCreativeExpression2.Spiritofprogress(Greatwall,Strongfort,MountainsandRivers)ByquotingthreelinesfromthelateChineseChairmanMaoTse-tung’spoemaboutthe“Longmarch”,whichwerewritteninaverypowerfultone,HankookTire’sstrengthandpoweranditsstrongsenseofprogressareshown.Atthesametime,anannouncementismadethatHankookTirehasstarteditsChineseLongMarch.TheLongMarchpathiscoveredwiththetracksleftbyHankook’sTire.ItshowsthatHankookTirehasoutstandingquality,itbravesalltherisksandhardship,anditismadetofittheChineseroadconditions;TheunprecedentedquotationofChairmanMao’spoemswillbringfastattentionoftheChineseconsumers,sothatfamesoars.Suggestedmedia:On-the-spotposters,largelightbox,roadsidesigns,carmagazine,newspapers.II.TheCreativeExpression3.SuperbQuality(Moon,Desert,Northpole,OceanBottom)Atrailoftypemarksappearsinplaceswhereit’sextremelyhardforcarsorevenhumanbeingstogetto,asifthepathismadebyHankookTire.ThishumansandalittleexaggeratingseriesofadvertisementsshowsthatHankookTirecantakeyoutoroamtheworld,eventothoseimpossibleplace.Thevisualexpressionhasstrongsenseoftimeandimpact.Onelook,andpeopleknowthatthisisauniquetypewhichenjoysgoodfeatures-itsfriction,itscomfort…Alltheseoutstandingqualitiesarefullyexpressedwithoutapplyinganywords.Suggestedmedia:Largelightbox,Largeroadsidesigns,carmagazines,on-the-spotposters,newspapers.II.TheCreativeExpression4.PerfectQuality(TempleofHeaven,Chinaware,Bronzetripod)ByusingsomeelementswhicharefamiliartoChinesepeople,thisistoshowtheperfectqualityofHankookTire--assteadyastheTempleofHeaven,asbalancedasthedelicatechinaware,assolidandweightyasthebronzetripod.Withrichcartographiclines,wegettoseeHankookTiresfromdifferentangles,toshowthattheuniquedesignofHankookTireisjustlikethesevaluables.TheHankook’shighproductionstandardanditsperfectqualityareasoutstandingandperfect,Thus,theperfectfeaturesofHankookTireisfullyexpressedthroughthedelicatemodernvisualexpression,tomakepeoplefeelthatthisisaclassytireforpeopleofgoodtaste.Suggestedmedia:carmagazines,on-the-spotposters,newspapers.