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秘密花园
案例简介：描述/概要 摘要 比利时和德国的织物柔顺剂类别的特点是消费者在品牌之间切换。因此，自然运动的必要感官性被开发出来，以创造品牌偏好和加强忠诚度。重点是女性与 Lenor 的关系以及自然在这种关系中扮演的角色，这远远超过了对新鲜和柔软好处的典型描述。第一次将感官享受带到这个类别中，给品牌增加了一个不可抗拒的维度，并推动了我们将 Lenor 从需求变成需求的长期战略。其结果是: 每个市场的市场份额增长超过 20%。
秘密花园
案例简介：Description / Synopsis SUMMARY The fabric softener category in Belgium and Germany is characterised by consumers switching between brands. The Sensuality of Nature campaign was therefore developed to create brand preference and strengthen loyalty. The focus was the relationship the woman has with Lenor and the role nature plays within that relationship, which is much more than the category generic typological portrayal of freshness and softness benefits. Bringing sensuality to the category for the first time added an irresistible dimension to the brand and gave impetus to our long-term strategy of turning Lenor from a need into a want. The result: market share growth of over 20% in each market.
Secret Garden
案例简介：描述/概要 摘要 比利时和德国的织物柔顺剂类别的特点是消费者在品牌之间切换。因此，自然运动的必要感官性被开发出来，以创造品牌偏好和加强忠诚度。重点是女性与 Lenor 的关系以及自然在这种关系中扮演的角色，这远远超过了对新鲜和柔软好处的典型描述。第一次将感官享受带到这个类别中，给品牌增加了一个不可抗拒的维度，并推动了我们将 Lenor 从需求变成需求的长期战略。其结果是: 每个市场的市场份额增长超过 20%。
Secret Garden
案例简介：Description / Synopsis SUMMARY The fabric softener category in Belgium and Germany is characterised by consumers switching between brands. The Sensuality of Nature campaign was therefore developed to create brand preference and strengthen loyalty. The focus was the relationship the woman has with Lenor and the role nature plays within that relationship, which is much more than the category generic typological portrayal of freshness and softness benefits. Bringing sensuality to the category for the first time added an irresistible dimension to the brand and gave impetus to our long-term strategy of turning Lenor from a need into a want. The result: market share growth of over 20% in each market.
秘密花园
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Secret Garden
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基本信息
- 广告战役： #兰诺-影视-11e3#
- 广告品牌： 兰诺
- 发布日期： 2000
- 行业领域： 互联网服务 , 房产/家居 , 日用品/母婴
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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