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产品与服务

分众集团案例与作品
欧丽薇兰
夺金鼎创意传播大奖
2016-04-12 10:16:39

欧丽薇兰夺2014年金鼎创意传播大奖:橄榄油有多好,明星专家告诉你

获得奖项:
2015年第七届金鼎创意传播国际大奖



获奖理由:
食品安全和饮食健康日益成为人们日常生活关心的话题之一,食用油的安全和健康问题也受到越来越多的质疑和挑战。面对众多挑战,欧丽薇兰针对橄榄油的产品特性特别选取长视频作为主要沟通方式,继而围绕重要资讯模式、核心生活空间进行全方位立体传播,向消费者深入地普及橄榄油在营养和健康方面的功能价值,一方面提升了产品销量,另一方面也为品牌赢得了美誉。案例的成功,充分体现了长视频在沟通产品价值、建立品牌形象方面的重要意义。

传播策略:

彩票必赢网 YI、 RONGRUSHEHUIZHONGDASHIJIAN:1. HUATIHUA-ZHAOKAIXUESHULUNTANFABUQUANWEIBAOGAO,JIFAXIAOFEIZHEHUATITAOLUN;2. NEIRONGHUA-JIANGXIANCHANGHUAXUJIANJICHENGZHANGSHIPIN,ZUOWEINEIRONGHUAZHISHIHUADEGUANGGAOSUCAI;3. SHEJIAOHUA-JIEHEZHONGDASHIJIANHEREDIAN,ZAISHEJIAOWANGLUOSHANGFAQITAOLUN

ER、 RONGRUSHEHUIZHONGDAYULE:1. YULEHUA-JIEHEPINPAIDAIYANRENDANGJIREMENDIANYING《YISHENGYISHI》HEREBOLANMU《12DAOFENGWEI》;2. HUDONGHUA-“WEIZUIAIDAORENZUOYIDAOCAI”YUXIETINGFENGDENGOUXIANGMINGXINGYIQIZUOCAI;

SAN、 RONGRUHEXINSHENGHUOKONGJIAN:1. CHANGJINGHUA-YONGZHANGSHIPINFUGAIZHULIUXIAOFEIZHEDEHEXINSHENGHUOKONGJIAN;2. LUODIHUA-ZAIGONGYU/MAICHANGNEITONGGUOSHIPINMEITIJINXINGGAOPINCI、ZHANGSHIJIANDETISHIHEPENGRENYOUHUO,CUFALUODIXIAOSHOUZHUANHUA。

传播效果:

DISANFANGDIAOYANJIEGUOXIANSHI:TONGGUOFENZHONGCHUANMEIDUIOULIWEILANZHANGSHIPINGUANGGAOSUCAIDUICHUANBO,7-8CHENGDUISHOUZHONGRENWEIJIASHENLEDUIGANLANYOUDELEJIE。FENZHONGMEITIDEGAOCHUANBOTEXINGYOUZHUKUAISUZENGJIAOULIWEILANPINPAIPUGUANG,ZAISHOUZHONGTONGGUOZHANGSHIPINDUIXIANGGUANPINLEIZHISHIJINXINGLEJIEDEJICHUSHANGRANGPINPAIRONGRUSHOUZHONGSHENGHUOQUAN,XIANSHANGXIANXIAJINXINGGUANGGAOHUBU,JIAQIANGPINPAICHUANBOYUCHUDA,TISHENGLEXIAOFEIZHEXUANZEOULIWEILANGANLANYOUDUIYIYUAN(DIAOYANXIANSHI,CHAOGUO59%DESHOUZHONGBIAOSHIXIACIHUIXUANZEGOUMAIOULIWEILANGANLANYOU)。


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