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        玩具海报

        案例简介：描述/概要 摘要: 因此，当 SEAT 在 2004年加入过度拥挤的 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。阻止 Altea 的急剧下降是首要任务，priority 不是用 Altea XL 销售取代 Altea 销售，而是创造一个强大的 rang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 的全部含义。 在欧洲最艰难的市场，玩具推动了 25% 的销售积极变化, 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：Description / Synopsis 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：描述/概要 摘要: 因此，当 SEAT 在 2004年加入过度拥挤的 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。阻止 Altea 的急剧下降是首要任务，priority 不是用 Altea XL 销售取代 Altea 销售，而是创造一个强大的 rang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 的全部含义。 在欧洲最艰难的市场，玩具推动了 25% 的销售积极变化, 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：Description / Synopsis 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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