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        玩具海报

        案例简介：总结: 所以当 SEAT 在 2004年加入拥挤的 MPV 比赛时，关键问题是: 我们将如何定位我们的 MPV？即使是那些选择最经济座位的人也认为自己比其他人更激烈。但是 SEAT 和它的粉丝都在 Altea 度过了一段艰难的时光，到 2006年初，销量几乎下降了 20%。 SEAT 计划在 2006年晚些时候推出 Altea XL，以补充原来的 Altea。逮捕 altea急剧下降是首要 priority，不是通过用 Altea XL 销售取代 Altea 销售，而是通过创造一个强大的社会范围的影响。座椅风扇比其他人更年轻、更男性、更运动，也不那么渴望家庭汽车，但是当他们醒来发现自己和孩子在一起时，他们应该知道 Altea XL 会满足他们的需求。由于设计是座位迷购买的原因之一，我们怀疑这个受过教育、国际化的 12% 市场可能会被 Altea xl 的强大设计声明所赢得。研究揭示了两者之间的联系: 他们拒绝传统的智慧。一个很好的平行座位本身。从我们的反向观众那里得到一个提示，我们忽略了 segmentus 使用良好的配方，因为 Altea xl 的精神比 segmentus 的卫生因素更有趣。所以我们创造了一个关于一屋子受惊的玩具的故事，这些玩具找到了他们能想到的最令人安慰的避难所: 他们的家庭 Altea XL。这不是一个问题，而是一个答案: 即使是玩具也可以理解 Altea XL 是什么。在欧洲最艰难的市场，玩具推动了 25% 的销售增长,将新买家带入座位家庭，多达 10 分之 8 来自其他品牌，并在其他六名玩家中占了 5 名。

        玩具海报

        案例简介：SUMMARY:So when SEAT joined the over-crowded MPV race in 2004, the key question was: how will we position our MPV? Even those who choose the most economical SEAT see themselves as racier than the rest.But both SEAT and its fans had a hard time with Altea – by the beginning of 2006 sales were off by almost 20%.SEAT had planned to launch the Altea XL late in 2006 to complement the original Altea.Arresting Altea’s steep decline was the priority – not by replacing Altea sales with Altea XL sales, but by creating a strong “range” impact.SEAT fans are younger, more male and sportier than others and not that hungry for a family car, but when they wake up and find themselves with kids, they should know Altea XL will satisfy their wants as well as their needs.Since design is buying reason #1 among SEAT fans, we suspected that this educated, cosmopolitan 12% of the market could be won over by Altea XL’s strong design statement.Research revealed a link: between both groups: they reject conventional wisdom. A nice parallel to SEAT itself.Taking a cue from our contrarian audience, we ignored the segment’s well-used formula because Altea XL’s spirit is more interesting than the segment’s hygiene factors.So we created a story of a houseful of frightened toys who find the most comforting refuge they can think of: their family’s Altea XL. Instead of a question, it’s an answer: even a toy can understand what Altea XL is all about.“Toys” drove a 25% positive swing in sales in Europe’s toughest markets, brought new buyers into the SEAT family – as many as 8 in 10 came from other makes and made up ground on five of the other six players.

        Toys Poster

        案例简介：总结: 所以当 SEAT 在 2004年加入拥挤的 MPV 比赛时，关键问题是: 我们将如何定位我们的 MPV？即使是那些选择最经济座位的人也认为自己比其他人更激烈。但是 SEAT 和它的粉丝都在 Altea 度过了一段艰难的时光，到 2006年初，销量几乎下降了 20%。 SEAT 计划在 2006年晚些时候推出 Altea XL，以补充原来的 Altea。逮捕 altea急剧下降是首要 priority，不是通过用 Altea XL 销售取代 Altea 销售，而是通过创造一个强大的社会范围的影响。座椅风扇比其他人更年轻、更男性、更运动，也不那么渴望家庭汽车，但是当他们醒来发现自己和孩子在一起时，他们应该知道 Altea XL 会满足他们的需求。由于设计是座位迷购买的原因之一，我们怀疑这个受过教育、国际化的 12% 市场可能会被 Altea xl 的强大设计声明所赢得。研究揭示了两者之间的联系: 他们拒绝传统的智慧。一个很好的平行座位本身。从我们的反向观众那里得到一个提示，我们忽略了 segmentus 使用良好的配方，因为 Altea xl 的精神比 segmentus 的卫生因素更有趣。所以我们创造了一个关于一屋子受惊的玩具的故事，这些玩具找到了他们能想到的最令人安慰的避难所: 他们的家庭 Altea XL。这不是一个问题，而是一个答案: 即使是玩具也可以理解 Altea XL 是什么。在欧洲最艰难的市场，玩具推动了 25% 的销售增长,将新买家带入座位家庭，多达 10 分之 8 来自其他品牌，并在其他六名玩家中占了 5 名。

        Toys Poster

        案例简介：SUMMARY:So when SEAT joined the over-crowded MPV race in 2004, the key question was: how will we position our MPV? Even those who choose the most economical SEAT see themselves as racier than the rest.But both SEAT and its fans had a hard time with Altea – by the beginning of 2006 sales were off by almost 20%.SEAT had planned to launch the Altea XL late in 2006 to complement the original Altea.Arresting Altea’s steep decline was the priority – not by replacing Altea sales with Altea XL sales, but by creating a strong “range” impact.SEAT fans are younger, more male and sportier than others and not that hungry for a family car, but when they wake up and find themselves with kids, they should know Altea XL will satisfy their wants as well as their needs.Since design is buying reason #1 among SEAT fans, we suspected that this educated, cosmopolitan 12% of the market could be won over by Altea XL’s strong design statement.Research revealed a link: between both groups: they reject conventional wisdom. A nice parallel to SEAT itself.Taking a cue from our contrarian audience, we ignored the segment’s well-used formula because Altea XL’s spirit is more interesting than the segment’s hygiene factors.So we created a story of a houseful of frightened toys who find the most comforting refuge they can think of: their family’s Altea XL. Instead of a question, it’s an answer: even a toy can understand what Altea XL is all about.“Toys” drove a 25% positive swing in sales in Europe’s toughest markets, brought new buyers into the SEAT family – as many as 8 in 10 came from other makes and made up ground on five of the other six players.

        玩具海报

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