New Smart Launch 2|海报/平面|广告营销案例【ADGuider广告指南】

新智能发布 2

案例简介：简介: 智能 fortwo 在推出时是革命性的，仍然是一种,但在产品生命周期即将结束时，需要在 2007 年进行重新发明。综合发布活动的主要目标是在欧洲推出新的 smart fortwo，并在发布前阶段做好准备通过创造意识和兴趣和启动阶段将这种兴趣转化为销售，以实现显著的销售增长, smart 想在考虑购买新的小品牌时，将喜欢 smart 作为品牌的人转换成具有 smart fortwo 相关性的人汽车。该活动需要在决策过程中深入工作，从 “品牌意识” 开始，到最终购买产品结束。将电视和电影、广播、印刷 (主要是消费者杂志) 与公关相结合的经典媒体和客户关系管理活动相结合,在线和进一步的客户关系管理活动，如直接邮寄。智能 fortwo 被设计为一个城市移动解决方案，为城市生活量身定制，所以核心活动的想法是: “发现一个新的城市” -- 新的智能使司机能够用新的眼光看待他或她的城市。在其他人可能会看到限制的地方，聪明的司机会看到机会。该活动使德国、法国和意大利的销售数字增加了 20% 以上 (德国高出 70%)，单位 sold 配额的媒体支出低于主要竞争对手 MINI 和丰田 Aygo。 smart 甚至在所有三个市场都成功超越了丰田 Aygo,以及意大利和德国的 MINI。客户关系管理活动也非常成功，产生的销售线索比预期多近三倍，销售的汽车比通常预期的多近 20 倍。

新智能发布 2

案例简介：SUMMARY:The smart fortwo was revolutionary at the time it was introduced and still remains one of a kind, but was reaching the end of its product lifecycle necessitating a re-invention in 2007.The integrated launch campaigns main objective was to introduce the new smart fortwo in Europe with a pre-launch phase to prepare the ground for the launch campaign by creating awareness and interest and a launch phase to convert this interest into salesIn order to achieve the significant sales growth, smart wanted to convert people who like smart as a brand into those that have the smart fortwo in their relevance set when thinking about purchasing a new small car. The campaign needed to work deeply in the decision process, starting with Brand Awareness and ending with the final act of purchasing the product.A mix of classic media and CRM activities combined TV and Cinema, Radio, Print (mainly consumer magazines) with PR, online and further CRM activities such as direct mailings.The smart fortwo was designed as an urban mobility solution, tailor-made for the life in the city, so the core campaign thought was: "Discover a new city" - the new smart enables the driver to see his or her city with new eyes. Where others may see limitations, smart drivers see opportunities.The campaign increased sales figures in Germany, France and Italy by more than 20% (in Germany it was 70% higher) with a lower media spend per unit sold quota than main competitors MINI and Toyota Aygo. smart even managed to outgrow Toyota Aygo in all three markets, as well as MINI in Italy and Germany.The CRM activities were also outstandingly successful, generating almost three times more leads than expected and selling almost twenty times more cars than one could normally expect.