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夺最佳终端媒体大奖
2016-04-12 10:11:14

蒙牛精选牧场夺2014年中国广告最佳终端媒体大奖——1698万人开创分众屏前的打劫纪录



获得奖项:
2014中国广告最佳终端媒体大奖


获奖理由:

彩票必赢网 MENGNIU“JINGXUANMUCHANG”SHIYIKUANKEZHUISUDEXINCHANPIN,MENGNIUDAZAOYUNDUANMUCHANG,SHOUZHONGSHIYONGSHOUJIKEXIANSHANGCANGUAN,QINZIQULEJIEZHENSHIDENAIYUAN,TONGGUOFENZHONGLOUYUDIANSHIHEKUANGJIAMEITIDETUIGUANGSHULIXIAOFEIZHEDUICHANPINDEXINXIN。TONGSHIFENZHONGLIANSHOU360SHOUJIKEHUDUAN,YOU360ANQUANWEISHENGDEYONGHUZHIYAOZAIFENZHONGPINGMUQIANYAODONGSHOUJIJIUKEYITONGGUOFENZHONGPINGMUSHANGDEwifiREDIANCHUFA360SHOUJIDUANDANCHUDAJIEYEMIAN,KEYILIANJIEYUNDUANMUCHANG,QIANGMIANFEINIUNAIHEMENGNIUDIANSHANGWANGZHANDEXIANJINQUAN。MENGNIU“JINGXUANMUCHANG”RANGYONGHUSHENRULEJIEMENGNIUJINGXUANMUCHANGDEJIAZHI,ZAIQUWEIXINGDEDAJIEBEIHOUSHIDALIANGDEDIANZIYOUHUIQUANDEPAIFA,JIANGYONGHUDAOXIANGMENGNIUDIANSHANGPINGTAI,ZAIZHONGGUOYINGXIAOJIEKAICHUANGLEYIGESHIWUQIANLIDEJILU。JIEZHI9YUE14RI360YAOYIYAOHUODONGJIESHU,ZONGJI1,698WANYURENCANYULE“YAOYIYAO”HUODONG,CANYURENCIDA3,098WANYURENCI!

传播策略:

1、 CHUANBOMUBIAO——“KEZHUISUNAIYUAN”GAINIANCHUANDA,XIYINSHOUZHONGTONGGUOSHOUJICANGUANYUNDUANMUCHANG,GANSHOUMENGNIUDEJINPAIPINZHI。XIANSHANGXIAOSHOUQUDAODELIULIANGLADONG,TONGGUOGENGYOUQUYOUXIAODEFANGSHIRANGSHOUZHONGQUXIANSHANGPINGTAIXUANGOUCHANPIN(ZHONGQIUDACU)。

2、 CHANGJINGXUANZE——LOUYUDIANSHIZHENDUIZHULIUXIAOFEIQUNTICHUANDIJINGXUANMUCHANGCHANPINLINIAN。SHOUCICHUANGXINTOUFANGYAOYIYAOXIANGMU,SHOUZHONGCANYUHUDONG,LINGQUJIANGPIN,LIULIANGDAORUXIANSHANGXIAOSHOUPINGTAI;DIANTIHAIBAOYUSHOUZHONGJINJULIDIANDUIDIANCHUANBO,QIANGZHICHUANBO,XIYINSHOUZHONGXIANSHANGCANGUANYUNDUANMUCHANG,BUFENDIANWEICAIYONGBAOTIFABU(ZHONGDIANCHENGSHI)。YIDONGZHONGDUANHUDONGCANYU&GOUMAI;GUANJIANCHANGJINGCHUFAHEXINSHOUZHONGCANYU。

3、 YAOYIYAO——LOUYUDIANSHIHUDONGPINGJIJISHENTIETISHIANZHUOYONGHUSHIYONGANZHUANG360ANQUANWEISHIDESHOUJI“YAOYIYAO”CANYUHUDONG。SHOUZHONGBIANJIECANYUTIYAN“YAOYIYAO” :TONGSHI,YOUCHUANGZAOLEYICIPINPAIGOUTONGJIHUI,NIKENENGYAODAODESHIYIKUAIFANGJIN、YITAISHOUYINJI、YITOUNAINIUHUOZHESHIYIXIANGJINGXUANMUCHANGNIUNAI,MEIGEWUPINDAIBIAOBUTONGDEYOUHUIFUDU。TONGSHICHUANDIMENGNIUMUCHANG“BUWEIRENZHI”DEMIMI,BIRU“YINIUYIJIN,QINGJIEBUHANHU,ZHIWEIYIDIANYIDIHAONIUNAI”“NAINIUTINGYINLE,BAOCHIYUYUEXINQING、CHANCHUJIANKANGHAONAI”DENGDENG。


投放效果:

MENGNIU『JINGXUANMUCHANG』RANGYONGHUSHENRULEJIEMENGNIUJINGXUANMUCHANGDEJIAZHI,ZAIQUWEIXINGDEDAJIEBEIHOUSHIDALIANGDEDIANZIYOUHUIJUANDEPAIFA,JIANGYONGHUDAOXIANGMENGNIUDIANSHANGPINGTAI,ZAIZHONGGUOYINGXIAOJIEKAICHUANGLEYIGESHIWUQIANLIDEJILU。JIEZHI9YUE14RI360YAOYIYAOHUODONGJIESHU,ZONGJI1,698WANYURENCANYULE“YAOYIYAO”HUODONG,CANYURENCIDA3,098WANYURENCI!


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