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  • 1
    品牌活化策略及创意
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    案例分享
    意尔康2018年“一起步享好时光”
    Case Sharing
    YEARCON 2018 "Enjoy the walking time together" CAMPAIGN
    意尔康2018年“一起步享好时光”CAMPAIGN
    需求:

    意尔康2018年六月份整体活动策划、创意和落地执行

    解决方案:

    六月份涵盖儿童节、毕业季、父亲节等多个节点,我们为意尔康提出了“一起步享好时光”大主题,然后从不同节点不同人群的洞察切入,建立情感连接,针对性地沟通和阐述品牌理念。

    儿童节篇

    【走回本真,一起步享好时光】儿童节以“你有多久没像小时候那样走路了”为切入点,推出一部快乐洋溢的TVC以及系列海报,还在线下发起了#一起乐走三分钟#快闪活动,鼓励大家忘记年龄的束缚,走回本真。

    父亲节篇

    【给父亲买一双潮鞋,一起步享好时光】你说父亲不懂你?那么是否有带你父亲来体验过你的世界?这个父亲节,我们带跳脱传统的“父爱如山”的思路,而是另一个角度去看待和父亲的感情,鼓励带上“不懂你”的父亲去体验自己世界,指出老爸也可以很“潮”,也可以“很懂你”。

    视频:# 给父亲买一双潮鞋# H5 (请扫描下面二维码)

    结果:

    意尔康的匠心是为每一个人打造一双最舒适的鞋,让每个人享受步行的快乐。这一系列创意在 “一起步享好时光”的大主题下,结合6月节日消费者社交化人群心理,建立情感链接导入品牌,增加了品牌好感度也诠释了品牌理念,共同推进了意尔康国民鞋履的概念的打造。截至目前为止,意尔康#一起步享好时光#获得了超过2240万阅读超过12万的讨论,其官方微博也已经获得了3388次转发以及1672条回复。

    YEARCON 2018 "Enjoy the walking time together" CAMPAIGN
    Demand:

    YEARCON overall event planning, creativity and implementation, June 2018

    Solution:

    Speak of June, we will think of Children's Day, Graduation Season, and Father's Day. We proposed the theme “Enjoy the walking time together” to YEARCON, combined the views with different node and different people, built emotional connections, communicated and explained brand concept pertinently.

    Children's day

    [Back to real, enjoy the walking time together] We took “How long haven’t you walked like a child” as an entry point, launched a funny TVC and a series of posters, held a flash mob #Three minutes Fun Walk #, encouraged everyone to get rid of the age bondage and find back the real self.

    Father's day

    [Buy your father a pair of trendy shoes, enjoy the walking time together] Have you ever complained that your father doesn't understand you? Have you ever brought him into your world? On this Father's Day, we took off the idea "Father's love is like a mountain", reviewed the relationship from another sight, encouraged fathers who "does not understand you" to walk into your world, and pointed out that father could be “stylish”, could understand you.

    Video # Buy your father a pair of trendy shoes #H5(Please scan the QR code below)

    Result:

    YEARCON dedicates to create the most comfortable shoes for everyone, making them enjoy the experience of walking. The glittering point of this project is that under the theme “Enjoy the walking time together”, we used the holiday consumption psychology, establishing an emotional link between customers and brand, which increased the brand's favorability and made the brand’s concept “YEARCON-National Shoes” more clearly. For now, “Enjoy the walking time together” has gained over 22.4 million reading and over 120,000 discussion. Its official Weibo has also received 3,388 forwards and 1,672 responses.

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  • 中国何时有望举办世界杯 2019-03-20
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