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1、,*,&,32,pt Smallest 28pt,,Ogilvy,&,Mather,Heading 48pt,,67,Ref:TN/BRIEF/SPRING_B/,rc,“,現(xiàn),|,在是春天,”,林友琴,,,,,,I am blind.,我是瞎子,,,This is spring. And I am blind.,,現(xiàn)在是春天,.,而我是瞎子,.,,,,春光明媚繁花似錦的春天，,,,我只能聞到春天的氣味，,,,卻看不見春天，,,,因?yàn)槲沂莻€瞎子。,,,尋找一個按鈕,,找一個點(diǎn)，輕輕一碰，就能觸動內(nèi)心的某些層面,,不一定是一個感性利益點(diǎn),(,emotional benefit),,但多少，總有些

2、感情的筆觸,(,emotional touch),,才能感動人，打中紅心。,,,按鈕從何而來,?,,,從對消費(fèi)者的了解，消費(fèi)者的紅心。,,對該品牌的了解,,創(chuàng)意與才情,,,"品牌管家"的作業(yè)模式,嘗試在邏輯的過程中加入詩和散文.,,新的策略格式的修改,嘗試在例行公事之外,加入一點(diǎn)"春天的筆觸",,清楚 激發(fā),,,,,廣告的靈魂,--,創(chuàng)意策略,,The Soul of Advertising -- Creative Strategy,,,,,,Jean,Lin,,October 1997,,,因?yàn)槟懔私馑?,,你知道怎麼對他說話,,,,,你知道他的喜怒哀樂,,,如何被你引起,,,,,你知道他

3、的行為決策的模式,,,,,如何引誘他作決策,,,,,,就是,創(chuàng)意策略,,,,*,你不要那樣看著我的眼睛,,,我就怕你會看穿我的心,,,我的情,,我的愛,,都為你澎湃,,,卻不敢,,說明白,*,,**,你不要那樣看著我的眼睛,,,我就怕你會看穿我的心,,,我的情,,在澎湃,,想要說明白,,,你不要,,想溜開,**,,有一分愛藏在心,,,等待有情的人來把門開,,,擁抱我的情懷,,,燃燒我全部的愛,,,證明我的存在,,,冷漠的臉,,火熱的心,,,我的秘密,,在你面前,,,怎能躲得開,,你不要那樣看著我的眼睛(蔡琴),,,George Winston,Spring,Summer,Autumn,Wint

4、er,,,天空,,,(,王靖雯,),我的天空為何掛滿濕的淚,,我的天空為何總灰的臉,,飄流在世界的另一邊,,任寂寞侵犯一遍一遍,,天空劃著長長的思念,,你的天空可有懸著想的雲(yún),,你的天空可會有冷的月,,任寂寞佔(zhàn)據(jù)一夜一夜,,天空藏著深深的思念,我們天空何時才能成一片,,我們天空何時能相連,,等待在世界的各一邊,,任寂寞嬉笑一年一年,,天空疊著層層的思念,,但願天空不再掛滿濕的淚,,但願天空不再塗上灰的臉,,,,創(chuàng)意策略的圖像化,現(xiàn)在的看法,,Point A,以後的看法,,Point B,Button,,按鈕,,,奧美的創(chuàng)意策略格式,(,尼爾,.,法蘭屈版,),Brand Definition,

5、,↓,,Role of Advertising,,↓,,Competition,,↓,,Target Market,,↓,,Where Are We Now,,↓,,Where Are We Going,,↓,,The Button,,↓,,Support,,↓,,Musts,,,,,廣告好比求婚的過程,,,,,,行銷目的: 和目標(biāo)消費(fèi)者(群)結(jié)婚,,,,,廣告目的: 讓目標(biāo)消費(fèi)者(群)考慮和本人結(jié)婚,,,嫁給我吧!,,,小蔣對小琦的創(chuàng)意策略,,,,,品牌定義,,,,小蔣是一個有為的年青人,憨厚實(shí)在,腳踏實(shí)地,,,雖不是貌似潘安,但心地善良,學(xué)識豐富,,,平時也有些小幽默,有別於時下浮躁的男性

6、.,,,,,,目標(biāo)消費(fèi)者,,,她,,,25歲,,,居住在臺北的女性,大專以上教育程度,在一家公司當(dāng)主管秘書,,,收入每月新臺幣,35,,000元.,,,高挑,會做家事,嫻淑,愛讀張愛玲的小說,並愛好運(yùn)動及旅行,靜若處子,動如脫免.,,,她叫小琦.,,,她對婚姻的看法還是非常羅曼蒂克的,事實(shí)上,她一直在尋找自己的另一半,讀愛情小說的時候,她時常流淚--是為了故事還是自己?她也弄不懂.她相信世界上會有真愛,她也不停的在尋找那個能用心打動她的白馬王子.一個她可以信任的終身伴侶.,,,競爭範(fàn)疇,,,阿道,--,他認(rèn)識小琦已有三年,,,住在她家隔壁,,,每周,,會遇見小琦二次,,,能言善道,,,小琦對他

7、印象,,不錯,,,但是不是很信任阿道,,,因?yàn)樗磥碛?,一些些,",花,".,,,小昌,--,是小琦的新同事,,,風(fēng)度翩翩的純情小生,,,雖,,然初相識,,,但小琦對他印象很好,,,而且天天,,見面,,,值得注意,.,小昌還沒有密集的發(fā)揮攻,,勢,,,小琦對小昌也不是很了解,,,但小昌是個,,實(shí)力雄厚的敵手,.,,,,消費(fèi)者對我的看法,,,",小蔣,?,我知道,,,憨憨的,,,眼睛大大的,,,很老實(shí),,,而且好像蠻上進(jìn)的,,,對我也不錯,,,見了我,,,還沒說話就臉紅,.",,,",小昌和阿道也不錯,,,但是,,,誰才是我可以信託的終身伙伴呢,?",,,,廣告後希望消費(fèi)者對我的看法,,,",

8、啊,!,我不知道小蔣是這樣愛我,,,好幸福的感覺,,,真的該考慮嫁給他,.",,,,按鈕,,,小蔣的真愛會讓小琦幸福一生,.,,,,,,支持點(diǎn),,,,,小蔣已為小琦買了一幢房子,.,,小蔣現(xiàn)在每天都替小琦買早餐,.,,小蔣每天寫一封信給小琦,.,,小蔣每天在小琦窗下徘徊,,,不見她面睡不著,,小蔣在眾人心中的形象,,,是一名好青年,.,,,,,,兒童百服寧,(,中國版,),Children's,Bufferin,(Liquid),,China,,,Brand Definition,品牌定義,Bufferin,is "a shoulder you can lean on". He unders

9、tands what you 're dealing with in order to take better care of your family.,,,He understands the complexity of your every day life.,,He understands your anxiety, when your family is not well.,,He is a friend in need.,,You know he's not gonna let you down.,,Bufferin,will always protect you.,,,百服寧像一雙

10、你可以倚靠的堅實(shí)臂膀,,,他了解妳照顧家人健康所付出的辛勞,,,,,他了解妳日日生活的艱辛和複雜,,,,,他了解妳的焦慮不安,,,在你需要的時候,,,他是個可靠的朋友,,,,,你知道他永遠(yuǎn)不會背棄你,,,,,百服寧,,,永遠(yuǎn)保護(hù)你,.,,,Role of Advertising,廣告扮演的角色,To make the target market aware of the launch of children's,Bufferin,and feel that children's,Bufferin,.,,,,使目標(biāo)消費(fèi)群知道,",兒童百服寧上市了,",,並感覺兒童百服寧是個她可以信賴的品牌,.,

11、,,Competition,競爭範(fàn)疇,Panadol,(Children) and children's Tylenol,,,兒童必理通和兒童泰諾,,,,Brand Audit shows that,Panodol,, Tylenol, and,Bufferin,evoke different association.,,,品牌檢驗(yàn)顯示,,,必理通,,,泰諾和百服寧有截然不同的品牌聯(lián)想,.,,,Panadol,Tylenol,Bufferin,VS,,Authoristatve,權(quán)感,,Passionate,激情的,,Rational,理性,,Confident,自信,,Tender & Sw

12、eet,溫柔甜美,,Gentleman,紳士,,Arrogant & distant Soft,柔軟,,Stable,平穩(wěn),,傲慢,&,距離感,,Caring mother,關(guān)愛的母親,,Dull/Boring,乏味/無趣,,No human touch Talkative,嘮叨,,A Family Man,,沒有人味,,,以家庭為中心的男人,,,Sympathetic,同情心,泰諾的品牌聯(lián)想,因?yàn)閺?qiáng)生(,J&J),的公司形象的輔助,已經(jīng)佔(zhàn)據(jù),,了消費(fèi)者心目中"母性的光輝"的光明面.相較於必理通,百服寧,,的優(yōu)勢是多一些"人味",且沒有必理通的"傲慢與距離感",嘗試,,去除掉百服寧的"乏味面,

13、增強(qiáng)人味(,human touch),是在競爭者,,中突出的重點(diǎn),因?yàn)榇蠹叶歼€在品牌建立的初期,占奪先機(jī),,,機(jī)會無窮.,Competition(,續(xù),),,,,Target Market,目標(biāo)市場,她是母親,,,全心全意都放在她珍貴的獨(dú)養(yǎng)兒身上,.,,,人口上,,,25-39,歲,,,工作的母親,,城市域,,,高中上教育程度,,1,500,元人民幣以上的家庭收入,,,心理上,,積極,,願為了孩子多付些錢,,,只要對他們好,,,與孩子生病,/,發(fā)燒相關(guān)的行為,,,3,歲下的兒童,,,一發(fā)燒,,,父母親會馬上送醫(yī)院看醫(yī)生,.,,4,、,5,歲以上的小孩,,,父母親可能會先給予退燒藥並觀察病情,,

14、38.5~39,o,C,以上的肛溫仍會送院看醫(yī),.,,醫(yī)院在過去是單一的取藥途徑,,,但隨各地醫(yī)療報銷制度的改變,,,越來越多的母親會去藥局買藥,,,以便在家中備上感冒、退燒藥供不時之需,.,,孩子發(fā)燒時,,,只願吃下藥,馬上退燒,,,否則心中的焦慮無以倫比,,,因?yàn)闊妙^腦會燒壞,,,恨不得能代替孩子發(fā)燒,.,Target Market,目標(biāo)市場,(,續(xù),),,,她最擔(dān)心的事,,,孩子的現(xiàn)在和未來,.,,他,/,她快樂嗎,?,健康嗎,?,,為了使孩子更愉快的成長,,,母親應(yīng)該多做些什麼,?,,如果因?yàn)槭韬?,,而使孩子受到什麼無可彌補(bǔ)的傷害,,,她絕不會原諒自己,.,,比如說,,",發(fā)燒太

15、久沒有處理,,,而導(dǎo)致燒壞腦子,",這種事,.,,但小孩又常為了莫名其妙的原因發(fā)燒,,,她一定得找個安全可靠的藥放在家裡,.,,孩子一發(fā)燒,,,她就心跳、焦慮,,,覺得自己快昏過去,.,,Target Market,目標(biāo)市場,(,續(xù),),,,她的需求,--,,,一個安全、簡單的解決方法,,,,能在孩子發(fā)燒的那一刻,,,解決孩子發(fā)燒的痛苦,,,,減輕她的焦慮,,,避免發(fā)燒引起的後遺癥,.,,Target Market,目標(biāo)市場,(,續(xù),),,,現(xiàn)在,將來(廣告後),我最怕孩子發(fā)燒,,,看他臉紅,呼吸也不對了,,,病懨懨的,心真急啊!,,聽說發(fā)燒太久會燒壞腦子,,,這怎麼行?!,,我恨不得自己幫他

16、燒,,,只要有辦法能退下來就好!,,有時候沒法子馬上看醫(yī)生,,,更是急得我滿頭大汗.,,小孩的退燒藥有很多,,,不過都叫不出名字,,,也不知道可不可靠.,,百服寧?我聽過,,,好像是大人用的止痛藥,?,兒童百服寧是大藥廠出的,退燒很快,又很可靠,,,買一些備在家裡,,,小孩發(fā)燒的時候就不會這麼急了.,,,廣告片的那個母親的焦急,真是太真實(shí)了,讓我想起上次大毛發(fā)燒的時候,.........,.,Button,按鈕,,,利益點(diǎn),Benefit,,,在你最需要的時候,,兒童百服寧幫你減輕孩子發(fā)燒的痛苦,,減輕母親的焦慮,,操作的按鈕,,,Mother's Anxiety. When her chi

17、ld is in high fever,,孩子發(fā)高燒時,,,母親無以倫比的焦慮,,藉由呈現(xiàn)這種焦慮,,,,及焦慮的解除,,,,來呈現(xiàn)兒童百服寧的有效性,.,,,Support,支持點(diǎn),最安全的對乙,,氨基酚,,退熱迅速,,出自施貴寶,,,",九陽真經(jīng),",是否該逐項(xiàng)依序填寫,?,究竟該如何想,?,,,A: Step 1:,先確定目標(biāo)對象需求,,,,,Step 2:,找出,",我們現(xiàn)在何處,",及,",競爭者,",,,她已有自己的需求,,,但是對這品牌及,,,其競爭者的看法是什麼,?,,,,策略中常見的問題,,,,Step 3: ",廣告扮演的角色,",自然形成,,,廣告是要達(dá)成什麼任務(wù),,,解

18、決什麼問題,.,,,,Step 4:,確定,",我們將往何處,",,,廣告之後,,,她該怎麼想,?,,,,Step 5:,找到,",按鈕,",,,什麼會刺激他這麼想,?,策略中常見的問題(續(xù)),,,,Step 6:,寫出支持點(diǎn),,,什麼理由使,",按鈕,",的動作行得通,,,,Step 7:,檢視及設(shè)計,",品牌定義,",,,與你的消費(fèi)者喜好及價值觀是否符合,,,與競爭者的區(qū)別,,,與廣告扮演的角色之相關(guān)性,,,與過往的廣告歷史是否相符,(,光是維持性,,,的廣告,),策略中常見的問題(續(xù)),,,Q:,寫策略,,,有沒有千古不變的原則,?,,A: 1.,思考調(diào)查,,2.,單一訴求,,3.,瞭

19、解消費(fèi)者,,4.,與改變的生活方式保持接觸,,5.,給產(chǎn)品頭等艙機(jī)票,,6.,切勿讓進(jìn)步改變品牌,,7.,避免方便是策略,,8.,切勿高談價格,,9.,切勿放棄最重要的,,10.,為品牌建立適當(dāng)?shù)男蜗?,11.,保持品牌的相關(guān)性,,12.,使策略容易運(yùn)作,,13.,堅守贏家,,策略中常見的問題,(,續(xù),),,,Q:,,溝通對象,,,媒體對象,,,行銷對象如何區(qū)別,?,,,A:,,策略中常見的問題,Marketing Target,Media Buying Target,,,,Creative Target,,,Q:,廣告本身的主張是不是一種支持點(diǎn),?,,A:,是,.,,,廣告也是建立品牌的一部

20、份,,,許多品牌的差異是廣告創(chuàng)造的,,,當(dāng)然,,,要注意這類支持點(diǎn)與該品牌,/,產(chǎn)品的相關(guān)性,,,Q:,策略可不可寫到創(chuàng)意概念,?,,A:,可以,.,但這樣做的時候要小心,.,為避免過份主觀與個,,,人,,,在前期就讓創(chuàng)意人員參與,,,一起形成策略的過程,.,,,,做廣告有如接力賽,,,有一個接力區(qū),,,在區(qū)域內(nèi)跑得快,,,的人就會多跑一些,.,策略中常見的問題,,,Q: Button,怎麼下,?,如何得出,",正確,",的,Button?,,,A:,無解,.,,,除了不停的觀察,/,努力,/,思考外,.......,,,真的很難,.,策略中常見的問題,,,一些基本的忠告,1.,先確定,想法,

21、,,再煩惱,格式,,,2.,格式,是一份,Checklist,.,,,3.,任何一份清楚的策略,,,都可以用簡單的方法寫,,出來,.,,,策略舉例,眼鏡88 (香港),,,眼鏡 88是在香港已有好些年的眼鏡行.,,從前的廣告及傳播強(qiáng)調(diào)的是擁有清晰視力是多麼好.,,廣告執(zhí)行的品質(zhì)也不差.,,但眼鏡行在香港的競爭是日益激烈,因此,眼鏡88也亟思突破.,,,Business Objective,To increase market share,,,增加市場占有率,,,To strengthen leadership position,,,增強(qiáng)領(lǐng)導(dǎo)品牌地位,,,To capture more busi

22、ness by improving,distribtion,of shops in terms of quantity and quality.,,,藉由改善通路的數(shù)量與品質(zhì),來嬴取更多的生意,.,,,To gain more business from both existing and new customers.,,,從現(xiàn)有的顧客及新顧客處,得到更多的生意.,Business Strategy,,,People requiring aids to correct eye right.,,,需要矯正視力的人.,,,People using spectacles as fashion acc

23、essories, demographically, they are people at all ages.,,,把眼鏡當(dāng)成裝飾物的目標(biāo)群.,,從人口統(tǒng)計資料來看,他們可能存在任何年齡.,Marketing Target,行銷目標(biāo)對象,,,To continue building a distinctive brand image.,,,持續(xù)建立特出的品牌形象.,,,To build and capitalize on customer loyalty.,,,建立並運(yùn)用顧客的忠誠度.,Role of Communication,傳播扮演的角色,,,To own the category hi

24、gh ground,ie,, clear vision,,,占領(lǐng)本類別"主要賣點(diǎn)"--清晰的視力.,,,To arouse the sentiment of our target by reflecting their attitude in life through advertising.,,,引發(fā)消費(fèi)群的情感--藉由廣告來反映他們對人生態(tài)度.,,,To build brand loyalty employing below-the-line,programmes,.,,,運(yùn)用店頭陳列來建立顧客忠誠度.,Communication Strategy,傳播策略,,,Creative Stra

25、tegy,創(chuàng)意策略,,,To create brand preference by arousing the empathy of our target via an image campaign which reflect a positive attitude in life.,,,創(chuàng)造偏好: 藉由一套形象廣告活動,反映目標(biāo)群對人生的正面態(tài)度來激發(fā)目標(biāo)對象的同理心,.,Role of Advertising,廣告扮演的角色,,,City dwellers. Today, many city dwellers who are accustomed to covering up their

26、true feelings even,towars,their love ones.,,,今日城市居民.習(xí)慣性地,他們會去掩蓋心裡的真實(shí)感受--即使是對摯愛的人.,,,Thus, people don't really understand each other most of the time. And they are embarrassed to take the initiative to do so.,,,因此,人們其實(shí)並不容易彼此了解,而且大家通常羞於主動去了解別人.,,Creative Target,創(chuàng)意目標(biāo)對象群,,,They are also too busy to expl

27、ore more about life.,,,他們通常也太過忙碌,沒時間探索人生的無限可能性.,,,Thus, life sometimes will appear to be quite non-interesting and,un,-fulfilling.,,,因此,生命有時會變得無趣,也沒什麼成就感.,Creative Target (,Cont'd,),,,However, there is always the later emotion inside each one of them which can be ignited by discovering that somebody

28、 does care about them and that life is far more than what they could "see" now.,,,然而,每個人的心底總藏著這麼一份情感,能被眼前的事情勾動:,,如果他們發(fā)覺有人在默默地關(guān)心他,或發(fā)覺人生其實(shí)比你一雙眼睛能看見的部份要寬廣得多,.,,,Opticall,88 is the leader in the optical industry which is dedicated to helping others get a "clear" vision by providing professional and frie

29、ndly service.,,,眼鏡 88是光學(xué)界的領(lǐng)導(dǎo)者,致力於幫助人們獲得清晰的視力,提供專業(yè)及友善的服務(wù).,Positioning,定位,,,Life is more rewarding with clear vision.,,,看得更清晰,人生會更有所獲.,Consumer Benefit,消費(fèi)者利益點(diǎn),,,In developing a new thematic advertising,,campaign for Optical 88, we,endeavour,to:,,在新的主題廣告中我們嘗試要,,,Continue to own the high ground of the c

30、ategory (i.e. clear vision),,,持續(xù)占領(lǐng)本品類的"主要賣點(diǎn)"(清晰的視力),Creative Rationale,創(chuàng)意觀點(diǎn),,,Expand the consumer promise for the existing thematic campaign. The current TV commercial plays on the concept that "Optical 88 helps you see things clearer". We would like to expand the promise to "Optical 88 enables yo

31、u to see things clearer so that you will have a more rewarding life".,,,將現(xiàn)在廣告中的消費(fèi)者承諾擴(kuò)大,從"眼鏡88讓您看得更清楚"到"眼鏡88能讓你把世事看得更清楚,從而擁有更有所獲的人生".,,,Project the positive side of life. The tone and manner will be genuine and touching.,,,投射生命中的光明面,語調(diào)與態(tài)勢將是真誠而感人的.,,,Project a contemporary image for Optical 88. We w

32、ill reflect the attitude and life-style of today's urban dwellers.,,,投射眼鏡88的現(xiàn)代形象,反映現(xiàn)代城市居民的態(tài)度及生活方式.,,,Broaden the consumer appeal of the thematic TV commercial. The stories depicted will be readily associated by a wide spectrum of people whether they are youth, young adults or mature adults.,,,擴(kuò)大主題廣

33、告對消費(fèi)者的吸引力,故事本身應(yīng)能吸引廣大的消費(fèi)群,不論他們是少年.青年或壯年.,,,The core idea is to demonstrate candidly through various slices of life on how life could be more rewarding if one is able to take a clearer look at it with a positive attitude. Or else many good things in life that we all treasure would have gone unnoticed

34、.,,,用各種不同的生活片斷,真誠地呈現(xiàn)生命在你用正面的態(tài)度仔細(xì)觀看的時候,如何會更有意義,否則許多生命中的美好事物,都會悄然從眼前滑過,如浮光掠影般無人注意.,,Creative Core Idea,創(chuàng)意中心思想,,,The core idea is best expressed by the following slogan:,,,用一句話來表達(dá),它是這麼說的:,,,"看出一點(diǎn)真,看出可觀人生.",,,你是否了解這個策略背後的想法?,,,你是否清楚創(chuàng)意的意圖?,,,你是否有能力把它融會貫通後,,,用新的創(chuàng)意策略格式把它表達(dá)出來?,問題,,,你一定要有想法,才可能寫策略.,,沒有想法,不能填空.,,,格式是一種思考/溝通的架構(gòu),,不是秘笈,不是思想空洞的浮木.,,,策略沒有創(chuàng)意,文字沒有魔力,,,無法激發(fā)創(chuàng)作的泉源.,原則,,,先清楚後激發(fā),,,我們今天談到的原則,--,加一些春天的色彩,尋找一個"按鈕".,,新的格式及此格式和品牌管家之間的關(guān)係.,,"消費(fèi)者紅心"和"按鈕".,,沒有想法,格式無用.,,"清楚"到"激發(fā)".,,,在嚴(yán)謹(jǐn)?shù)牟呗匝e,尋找創(chuàng)意的自由度.,,,在清楚界定"消費(fèi)者紅心"的策略裡,尋找創(chuàng),,意的空間及引爆力.,,,