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人体工程学-环境
案例简介：在新欧宝威卡推出后的三个月内，它成为了欧洲中档市场的领导者 (不包括旅行车)。通过利用目前 Vectra 车主和其他中产阶级司机的巨大潜力, 推出活动 “国际象棋” 超过了所有营销目标，并取得了远高于该细分市场平均水平的广告效果和效率。 上下文 活动目标 夺回欧洲在中产阶级市场的领导地位 (不包括货车)，并取代德国和西班牙这两个关键市场的主要竞争对手。 与前身相比，欧宝威达是一款全新的汽车。 目标受众 潜在的 Vectra 业主是男性，45 岁及以上，没有过度的地位导向，传统和进步。家庭和责任对他们来说非常重要。他们为自己的成就感到自豪，他们调和了家庭、工作和空闲时间。 他们特别重视日常生活中的安全、控制和稳定。他们对创新技术持开放态度，只要它提供明显的好处。 潜在的 Vectra 车主期望一辆舒适、高质量的高等级汽车。它的技术必须在最高水平上提供主动和被动安全。 汽车设计不应该是另类的，而是表达一种永恒的优雅。 哲学/解决方案 创意策略 这次发射是基于 kings 的主题，国王的游戏。在预测试中，潜在的 Vectra 所有者将这个游戏与智力、控制、精确、优雅、优质和质量相关联。总之，驾驶 Vectra 是一种智能运动。 推出的电视广告集中在新欧宝威卡的动态和安全驾驶。一个带有移动数字的超大棋盘戏剧性地展示了司机们在日常交通中不得不面对的不可预见的情况，在这种情况下，新的欧宝威卡一直保持控制，给司机们一种主权和精确的感觉。 户外活动促进了整体的新鲜度，而平面广告传达了设计和舒适等关键产品优势。 ÂChessâ 也成为所有线下交流的一个组成部分。被解释为 “您的移动”，一个在欧洲范围内用于生成测试驱动程序的潜在客户激活计划成功启动。 媒体 电视 报纸 消费者杂志 销售点 公共关系 互动/在线 无线电 直接邮寄 Out-of-Home 营销支出总额 超过 2000 万英镑 媒体战略 整个媒体预算是基于对同一部分竞争对手发布活动的分析得出的效率标准。 为了在发布前阶段引起人们的注意，播出了一场电视预告活动。它得到了印刷媒体、广播和户外的支持。目标是最大化和优化范围、联系和关注，并将潜在买家引导到经销商。 在发布后阶段，使用电视、印刷、户外广告的定位活动有助于保持人们的意识，并传达欧宝 Vectra 的关键优势。 结果的证据 -影响全面启动 -高效沟通 -成功回到地图上
人体工程学-环境
案例简介：Within three months of the new Opel Vectra launch, it became market leader in the European mid-class market (not including station wagons). By capitalising on the huge potential of current Vectra owners as well as other mid-class drivers, the launch campaign "Chess" exceeded all marketing objectives and achieved a level of advertising effectiveness and efficiency that is well above the average of the segment. Context CAMPAIGN OBJECTIVES Recapture European leadership in the mid class segment (not including station wagons) and displace main competitors in the two critical markets of Germany and Spain. Establish Opel Vectra as a totally new car compared to its predecessor. TARGET AUDIENCE Potential Vectra owners are male, 45 years old and above, not overly status orientated, traditional and progressive. Family and responsibility have a high importance for them. They are proud of their achievements, reconciling family, job and free time. They attach particular importance to safety, control and stability in their everyday life. They are open to innovative technology so long as it offers clear benefits. Potential Vectra owners expect a comfortable, qualitative high graded car. Its technology has to offer active and passive safety at the highest level. The car design should not be offbeat, but express a timeless elegance. Philosophy/Solution CREATIVE STRATEGY The launch was based on the theme of âChessâ, the game of kings. In pre-tests, potential Vectra owners associated this game with intelligence, control, precision, elegance, premium and quality. Driving a Vectra was, all in all, âan intelligent moveâ. The launch TV commercial focussed on the dynamic and safe driving of the new Opel Vectra. An oversized chessboard with moving figures dramatised the unforeseeable circumstances drivers have to face in everyday traffic and in which the new Opel Vectra always remains in control, giving its drivers a feeling of sovereignty and precision. The outdoor campaign boosted the overall newness, while the print ads communicated key product strengths like design and comfort. âChessâ also became an integral part of all below-the-line communication. Interpreted as âYour Moveâ, a European-wide potential customer activation programme to generate test drivers was successfully kicked-off. MEDIA Television Newspaper Consumer Magazine Point-of-Sale Public Relations Interactive/On-Line Radio Direct Mail Out-of-Home TOTAL MARKETING EXPENDITURE Over â¬20 million MEDIA STRATEGY The overall media budget was based on efficiency criteria resulting from an analysis of competitor launch campaigns in the same segment. To raise the attention in the pre-launch phase, a TV teaser campaign was aired. It was supported by print media, radio and outdoor. The goal was to maximise and optimise range, contacts and attention, and lead potential buyers to dealers. A positioning campaign in the post-launch phase using TV, print, outdoor ads helped sustain awareness and communicate the key strengths of the Opel Vectra. EVIDENCE OF RESULTS - impact full launch - efficient communication - successfully back on the map
Ergonomic - Environment
案例简介：在新欧宝威卡推出后的三个月内，它成为了欧洲中档市场的领导者 (不包括旅行车)。通过利用目前 Vectra 车主和其他中产阶级司机的巨大潜力, 推出活动 “国际象棋” 超过了所有营销目标，并取得了远高于该细分市场平均水平的广告效果和效率。 上下文 活动目标 夺回欧洲在中产阶级市场的领导地位 (不包括货车)，并取代德国和西班牙这两个关键市场的主要竞争对手。 与前身相比，欧宝威达是一款全新的汽车。 目标受众 潜在的 Vectra 业主是男性，45 岁及以上，没有过度的地位导向，传统和进步。家庭和责任对他们来说非常重要。他们为自己的成就感到自豪，他们调和了家庭、工作和空闲时间。 他们特别重视日常生活中的安全、控制和稳定。他们对创新技术持开放态度，只要它提供明显的好处。 潜在的 Vectra 车主期望一辆舒适、高质量的高等级汽车。它的技术必须在最高水平上提供主动和被动安全。 汽车设计不应该是另类的，而是表达一种永恒的优雅。 哲学/解决方案 创意策略 这次发射是基于 kings 的主题，国王的游戏。在预测试中，潜在的 Vectra 所有者将这个游戏与智力、控制、精确、优雅、优质和质量相关联。总之，驾驶 Vectra 是一种智能运动。 推出的电视广告集中在新欧宝威卡的动态和安全驾驶。一个带有移动数字的超大棋盘戏剧性地展示了司机们在日常交通中不得不面对的不可预见的情况，在这种情况下，新的欧宝威卡一直保持控制，给司机们一种主权和精确的感觉。 户外活动促进了整体的新鲜度，而平面广告传达了设计和舒适等关键产品优势。 ÂChessâ 也成为所有线下交流的一个组成部分。被解释为 “您的移动”，一个在欧洲范围内用于生成测试驱动程序的潜在客户激活计划成功启动。 媒体 电视 报纸 消费者杂志 销售点 公共关系 互动/在线 无线电 直接邮寄 Out-of-Home 营销支出总额 超过 2000 万英镑 媒体战略 整个媒体预算是基于对同一部分竞争对手发布活动的分析得出的效率标准。 为了在发布前阶段引起人们的注意，播出了一场电视预告活动。它得到了印刷媒体、广播和户外的支持。目标是最大化和优化范围、联系和关注，并将潜在买家引导到经销商。 在发布后阶段，使用电视、印刷、户外广告的定位活动有助于保持人们的意识，并传达欧宝 Vectra 的关键优势。 结果的证据 -影响全面启动 -高效沟通 -成功回到地图上
Ergonomic - Environment
案例简介：Within three months of the new Opel Vectra launch, it became market leader in the European mid-class market (not including station wagons). By capitalising on the huge potential of current Vectra owners as well as other mid-class drivers, the launch campaign "Chess" exceeded all marketing objectives and achieved a level of advertising effectiveness and efficiency that is well above the average of the segment. Context CAMPAIGN OBJECTIVES Recapture European leadership in the mid class segment (not including station wagons) and displace main competitors in the two critical markets of Germany and Spain. Establish Opel Vectra as a totally new car compared to its predecessor. TARGET AUDIENCE Potential Vectra owners are male, 45 years old and above, not overly status orientated, traditional and progressive. Family and responsibility have a high importance for them. They are proud of their achievements, reconciling family, job and free time. They attach particular importance to safety, control and stability in their everyday life. They are open to innovative technology so long as it offers clear benefits. Potential Vectra owners expect a comfortable, qualitative high graded car. Its technology has to offer active and passive safety at the highest level. The car design should not be offbeat, but express a timeless elegance. Philosophy/Solution CREATIVE STRATEGY The launch was based on the theme of âChessâ, the game of kings. In pre-tests, potential Vectra owners associated this game with intelligence, control, precision, elegance, premium and quality. Driving a Vectra was, all in all, âan intelligent moveâ. The launch TV commercial focussed on the dynamic and safe driving of the new Opel Vectra. An oversized chessboard with moving figures dramatised the unforeseeable circumstances drivers have to face in everyday traffic and in which the new Opel Vectra always remains in control, giving its drivers a feeling of sovereignty and precision. The outdoor campaign boosted the overall newness, while the print ads communicated key product strengths like design and comfort. âChessâ also became an integral part of all below-the-line communication. Interpreted as âYour Moveâ, a European-wide potential customer activation programme to generate test drivers was successfully kicked-off. MEDIA Television Newspaper Consumer Magazine Point-of-Sale Public Relations Interactive/On-Line Radio Direct Mail Out-of-Home TOTAL MARKETING EXPENDITURE Over â¬20 million MEDIA STRATEGY The overall media budget was based on efficiency criteria resulting from an analysis of competitor launch campaigns in the same segment. To raise the attention in the pre-launch phase, a TV teaser campaign was aired. It was supported by print media, radio and outdoor. The goal was to maximise and optimise range, contacts and attention, and lead potential buyers to dealers. A positioning campaign in the post-launch phase using TV, print, outdoor ads helped sustain awareness and communicate the key strengths of the Opel Vectra. EVIDENCE OF RESULTS - impact full launch - efficient communication - successfully back on the map
人体工程学-环境
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Ergonomic - Environment
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