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案例简介：早在 1966年，宝马推出了第一款中产阶级跑车。从那以后，宝马一直在建立自己的品牌领域，因此它已经成为运动和驾驶乐趣的代名词。2007 年，宝马发现自己处于防御地位，因为其主要竞争对手发起了多次广告活动。由于攻击是最好的防御，驾驶乐趣的发明者不仅仅是观看和等待。 宝马 1 系©启动活动旨在推动整个品牌，因此必须 attain 尽可能多的接触点。引人注目的广告特色菜从一开始就确保了人们认识的迅速提高。线上媒体将这一运动带入了消费者的客厅，并通过其强烈的翻译提高了整体意识和回忆。该运动采用了字面上象征强度的关键词，并将其浓缩以获得最大的影响。好莱坞变成了 Hllywd，肾上腺素变成了 Adrnln，RockânâRoll 变成了 RckânâRll。 浓缩 1 密度不限于线上媒体。在竞选过程中，这个想法在杂志、电视频道和网站上传播开来。这使得观众能够通过浓缩和强化的媒体和内容体验遍布欧洲的浓缩 1ntensityâ。 一年前，奥迪 A3 和 TT 的注册量比宝马 1 系多 77%。仅在 12 个月内，宝马就通过将注册量增加 53% 实现了平局。 宝马在三个目标 -- 运动、动力和驾驶乐趣 -- 的广告感知中重新获得了极高的位置，奥迪远远落后。 与奥迪相比，辅助广告意识平均提高了 19%，而 200,000 游客的目标人数©网站被超过 112%。
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案例简介：Back in 1966, BMW introduced the first middle-class sports car. Since then, BMW has been building up its very own brand territory so that it has become synonymous with sportiness and driving pleasure. In 2007, BMW found itself in a position of defence because of numerous advertising campaigns launched by its main competitor. Since attack is the best defence, the inventor of driving pleasure was not simply going to watch and wait. The BMW 1Series Coupé launch campaign aimed to push the whole brand and therefore had to attain as many touch points as possible. A rapid increase in awareness was ensured from the start by spectacular and striking advertising specials. Above-the-line media carried the campaign into consumersâ living rooms and increased the overall awareness and recall â especially through its striking translation of intensity. The campaign took key words that literally symbolised intensity â and condensed them to gain maximum impact. Hollywood turned into Hllywd, Adrenalin into Adrnln, and RockânâRoll into RckânâRll. Condensed 1ntensity was not limited to above-the-line media. In the course of the campaign the idea spread across magazines, TV channels & websites. This allowed the audience to experience âCondensed 1ntensityâ all over Europe by way of condensed and intensified media and content. One year earlier, Audi had scored 77% more registrations for its A3 and TT than BMW with its 1 Series. Within only 12 months BMW achieved a tie by increasing registrations by 53%. BMW regained its pole position in advertising perception throughout the three aimed-for dimensions of sportiness, dynamics and joy of driving â leaving Audi far behind. Aided advertising awareness compared to Audi increased by an average of 19%, while the target number of 200,000 visitors to the Coupé website was exceeded by 112%.
Lve
案例简介：早在 1966年，宝马推出了第一款中产阶级跑车。从那以后，宝马一直在建立自己的品牌领域，因此它已经成为运动和驾驶乐趣的代名词。2007 年，宝马发现自己处于防御地位，因为其主要竞争对手发起了多次广告活动。由于攻击是最好的防御，驾驶乐趣的发明者不仅仅是观看和等待。 宝马 1 系©启动活动旨在推动整个品牌，因此必须 attain 尽可能多的接触点。引人注目的广告特色菜从一开始就确保了人们认识的迅速提高。线上媒体将这一运动带入了消费者的客厅，并通过其强烈的翻译提高了整体意识和回忆。该运动采用了字面上象征强度的关键词，并将其浓缩以获得最大的影响。好莱坞变成了 Hllywd，肾上腺素变成了 Adrnln，RockânâRoll 变成了 RckânâRll。 浓缩 1 密度不限于线上媒体。在竞选过程中，这个想法在杂志、电视频道和网站上传播开来。这使得观众能够通过浓缩和强化的媒体和内容体验遍布欧洲的浓缩 1ntensityâ。 一年前，奥迪 A3 和 TT 的注册量比宝马 1 系多 77%。仅在 12 个月内，宝马就通过将注册量增加 53% 实现了平局。 宝马在三个目标 -- 运动、动力和驾驶乐趣 -- 的广告感知中重新获得了极高的位置，奥迪远远落后。 与奥迪相比，辅助广告意识平均提高了 19%，而 200,000 游客的目标人数©网站被超过 112%。
Lve
案例简介：Back in 1966, BMW introduced the first middle-class sports car. Since then, BMW has been building up its very own brand territory so that it has become synonymous with sportiness and driving pleasure. In 2007, BMW found itself in a position of defence because of numerous advertising campaigns launched by its main competitor. Since attack is the best defence, the inventor of driving pleasure was not simply going to watch and wait. The BMW 1Series Coupé launch campaign aimed to push the whole brand and therefore had to attain as many touch points as possible. A rapid increase in awareness was ensured from the start by spectacular and striking advertising specials. Above-the-line media carried the campaign into consumersâ living rooms and increased the overall awareness and recall â especially through its striking translation of intensity. The campaign took key words that literally symbolised intensity â and condensed them to gain maximum impact. Hollywood turned into Hllywd, Adrenalin into Adrnln, and RockânâRoll into RckânâRll. Condensed 1ntensity was not limited to above-the-line media. In the course of the campaign the idea spread across magazines, TV channels & websites. This allowed the audience to experience âCondensed 1ntensityâ all over Europe by way of condensed and intensified media and content. One year earlier, Audi had scored 77% more registrations for its A3 and TT than BMW with its 1 Series. Within only 12 months BMW achieved a tie by increasing registrations by 53%. BMW regained its pole position in advertising perception throughout the three aimed-for dimensions of sportiness, dynamics and joy of driving â leaving Audi far behind. Aided advertising awareness compared to Audi increased by an average of 19%, while the target number of 200,000 visitors to the Coupé website was exceeded by 112%.
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