14. 奧美的創意策略格式(尼爾.法蘭屈版)Brand Definition
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Role of Advertising
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Competition
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Target Market
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Where Are We Now
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Where Are We Going
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The Button
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Support
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Musts
24. Brand Definition品牌定義Bufferin is "a shoulder you can lean on". He understands what you 're dealing with in order to take better care of your family.
He understands the complexity of your every day life.
He understands your anxiety, when your family is not well.
He is a friend in need.
You know he's not gonna let you down.
Bufferin will always protect you.
百服寧像一雙你可以倚靠的堅實臂膀
他了解妳照顧家人健康所付出的辛勞,
他了解妳日日生活的艱辛和複雜,
他了解妳的焦慮不安
在你需要的時候,他是個可靠的朋友,
你知道他永遠不會背棄你,
百服寧,永遠保護你.
25. Role of Advertising廣告扮演的角色To make the target market aware of the launch of children's Bufferin and feel that children's Bufferin.
使目標消費群知道"兒童百服寧上市了",並感覺兒童百服寧是個她可以信賴的品牌.
26. Competition競爭範疇Panadol (Children) and children's Tylenol
兒童必理通和兒童泰諾
Brand Audit shows that Panodol, Tylenol, and Bufferin evoke different association.
品牌檢驗顯示,必理通,泰諾和百服寧有截然不同的品牌聯想.
27. PanadolTylenolBufferinVSAuthoristatve權感 Passionate激情的 Rational理性
Confident自信 Tender & Sweet溫柔甜美 Gentleman紳士
Arrogant & distant Soft柔軟 Stable平穩
傲慢&距離感 Caring mother關愛的母親 Dull/Boring乏味/無趣
No human touch Talkative嘮叨 A Family Man
沒有人味 以家庭為中心的男人
Sympathetic同情心泰諾的品牌聯想,因為強生(J&J)的公司形象的輔助,已經佔據
了消費者心目中"母性的光輝"的光明面.相較於必理通,百服寧
的優勢是多一些"人味",且沒有必理通的"傲慢與距離感",嘗試
去除掉百服寧的"乏味面,增強人味(human touch)是在競爭者
中突出的重點,因為大家都還在品牌建立的初期,占奪先機,
機會無窮.Competition(續)
33. 利益點Benefit
在你最需要的時候
兒童百服寧幫你減輕孩子發燒的痛苦
減輕母親的焦慮
操作的按鈕
Mother's Anxiety. When her child is in high fever
孩子發高燒時,母親無以倫比的焦慮
藉由呈現這種焦慮,
及焦慮的解除,
來呈現兒童百服寧的有效性.
45. Business ObjectiveTo increase market share
增加市場占有率
To strengthen leadership position
增強領導品牌地位
46. To capture more business by improving distribtion of shops in terms of quantity and quality.
藉由改善通路的數量與品質,來嬴取更多的生意.
To gain more business from both existing and new customers.
從現有的顧客及新顧客處,得到更多的生意.Business Strategy
47. People requiring aids to correct eye right.
需要矯正視力的人.
People using spectacles as fashion accessories, demographically, they are people at all ages.
把眼鏡當成裝飾物的目標群.
從人口統計資料來看,他們可能存在任何年齡.Marketing Target 行銷目標對象
48. To continue building a distinctive brand image.
持續建立特出的品牌形象.
To build and capitalize on customer loyalty.
建立並運用顧客的忠誠度.Role of Communication 傳播扮演的角色
49. To own the category high ground ie, clear vision
占領本類別"主要賣點"--清晰的視力.
To arouse the sentiment of our target by reflecting their attitude in life through advertising.
引發消費群的情感--藉由廣告來反映他們對人生態度.
To build brand loyalty employing below-the-line programmes.
運用店頭陳列來建立顧客忠誠度.Communication Strategy 傳播策略
50. Creative Strategy 創意策略
51. To create brand preference by arousing the empathy of our target via an image campaign which reflect a positive attitude in life.
創造偏好: 藉由一套形象廣告活動,反映目標群對人生的正面態度來激發目標對象的同理心.Role of Advertising 廣告扮演的角色
52. City dwellers. Today, many city dwellers who are accustomed to covering up their true feelings even towars their love ones.
今日城市居民.習慣性地,他們會去掩蓋心裡的真實感受--即使是對摯愛的人.
Thus, people don't really understand each other most of the time. And they are embarrassed to take the initiative to do so.
因此,人們其實並不容易彼此了解,而且大家通常羞於主動去了解別人.
Creative Target 創意目標對象群
53. They are also too busy to explore more about life.
他們通常也太過忙碌,沒時間探索人生的無限可能性.
Thus, life sometimes will appear to be quite non-interesting and un-fulfilling.
因此,生命有時會變得無趣,也沒什麼成就感.Creative Target (Cont'd)
54. However, there is always the later emotion inside each one of them which can be ignited by discovering that somebody does care about them and that life is far more than what they could "see" now.
然而,每個人的心底總藏著這麼一份情感,能被眼前的事情勾動:
如果他們發覺有人在默默地關心他,或發覺人生其實比你一雙眼睛能看見的部份要寬廣得多.
55. Opticall 88 is the leader in the optical industry which is dedicated to helping others get a "clear" vision by providing professional and friendly service.
眼鏡 88是光學界的領導者,致力於幫助人們獲得清晰的視力,提供專業及友善的服務.Positioning 定位
56. Life is more rewarding with clear vision.
看得更清晰,人生會更有所獲.Consumer Benefit 消費者利益點
57. In developing a new thematic advertising
campaign for Optical 88, we endeavour to:
在新的主題廣告中我們嘗試要
Continue to own the high ground of the category (i.e. clear vision)
持續占領本品類的"主要賣點"(清晰的視力)Creative Rationale 創意觀點
58. Expand the consumer promise for the existing thematic campaign. The current TV commercial plays on the concept that "Optical 88 helps you see things clearer". We would like to expand the promise to "Optical 88 enables you to see things clearer so that you will have a more rewarding life".
將現在廣告中的消費者承諾擴大,從"眼鏡88讓您看得更清楚"到"眼鏡88能讓你把世事看得更清楚,從而擁有更有所獲的人生".
59. Project the positive side of life. The tone and manner will be genuine and touching.
投射生命中的光明面,語調與態勢將是真誠而感人的.
Project a contemporary image for Optical 88. We will reflect the attitude and life-style of today's urban dwellers.
投射眼鏡88的現代形象,反映現代城市居民的態度及生活方式.
60. Broaden the consumer appeal of the thematic TV commercial. The stories depicted will be readily associated by a wide spectrum of people whether they are youth, young adults or mature adults.
擴大主題廣告對消費者的吸引力,故事本身應能吸引廣大的消費群,不論他們是少年.青年或壯年.
61. The core idea is to demonstrate candidly through various slices of life on how life could be more rewarding if one is able to take a clearer look at it with a positive attitude. Or else many good things in life that we all treasure would have gone unnoticed.
用各種不同的生活片斷,真誠地呈現生命在你用正面的態度仔細觀看的時候,如何會更有意義,否則許多生命中的美好事物,都會悄然從眼前滑過,如浮光掠影般無人注意.
Creative Core Idea 創意中心思想
62. The core idea is best expressed by the following slogan:
用一句話來表達,它是這麼說的:
"看出一點真,看出可觀人生."