盛世长城广告案例.ppt
VW POLO,SAATCHI&SAATCHI,目标:建立一个强有力的品牌并保证在2002年末达到30,000辆的销售额,问题:人们以往购买大型车，越大越好.人们购买紧凑性车的原因是缺钱并且“市场上也没有什么更多选择”我们车的小尺寸将与市场一贯流行所抵触,洞悉:中国正在成长为全世界最有力量的国家之一，人们通想通过自己的努力智慧和技能也能拥有这份成功.他们想以与以往不同的方式做事，这也就是他们寻找的东西是那么与众不同的原因他们对未来乐观，虽然他们对于达到目标的想法并不十分清晰，这也是他们喜欢尝试不同事物的原因,挑战:使 POLO成为新生活的标志,转变:达到30,000辆的销售额的目标.2002年度车型及最佳品牌提名 我们的作品在第九届中国广告节中获得银奖和一个铜奖,VW POLO Thematic TVC 60sec,The FinalistThe 9th China Ad Festival,SAATCHI&SAATCHI,VW POLO“Neckbrace”-15sec,SAATCHI&SAATCHI,VW POLO“Tunnel”-15sec,SAATCHI&SAATCHI,VW POLO“Safe Journey”-15sec,SAATCHI&SAATCHI,VW POLO Print Campaign,SAATCHI&SAATCHI,VW POLO Print Campaign,SAATCHI&SAATCHI,VW POLO Print Campaign,SAATCHI&SAATCHI,VW POLO Print Campaign,SAATCHI&SAATCHI,VW POLO Print Campaign,SAATCHI&SAATCHI,VW POLO Print Campaign,SAATCHI&SAATCHI,VW POLO Print Campaign,SAATCHI&SAATCHI,VW POLO Print Campaign,SAATCHI&SAATCHI,VW POLO Print Campaign,SAATCHI&SAATCHI,Polo 1.6 Press Insert,SAATCHI&SAATCHI,Polo Lightbox,SAATCHI&SAATCHI,VW POLO Outdoor Billboard(2002 Launch),SAATCHI&SAATCHI,VW POLO Outdoor Billboard（1.6l Launch）,Silver AwardThe 10th China Ad Festival,SAATCHI&SAATCHI,Polo Leaflet 1.6,SAATCHI&SAATCHI,Polo Booklet-Cover,SAATCHI&SAATCHI,Sample of inner pages,SAATCHI&SAATCHI,Polo TVC Mpeg CD Rom,SAATCHI&SAATCHI,Polo Coaster,SAATCHI&SAATCHI,Polo CRM leaflet,SAATCHI&SAATCHI,Polo Sticker,SAATCHI&SAATCHI,VW POLO“Double-O”Print Campaign,SAATCHI&SAATCHI,VW POLO“Color”Print Campaign,SAATCHI&SAATCHI,VW POLO Racing Team,SAATCHI&SAATCHI,VW Race Track Logo Proposal,VW POLO Racing Team,SAATCHI&SAATCHI,Polo Rally Car Body Design-Proposal,VW POLO Racing Team,SAATCHI&SAATCHI,POLO Rally Car Body Design-Final,VW POLO Racing Team,SAATCHI&SAATCHI,VW POLO Racing Print Ad 2003 Rally Championship,SAATCHI&SAATCHI,VW POLO Racing Outdoor Billboard 2003 Rally Championship,SAATCHI&SAATCHI,VW POLO Rally Leaflet(2004),SAATCHI&SAATCHI,标题:2004全国汽车拉力锦标赛 POLO勇夺上海站，龙游站，北京站三连冠,VW POLO Racing Print Ad Champion of 3 Consecutive Races(2004),SAATCHI&SAATCHI,SAATCHI&SAATCHI,VW POLO Racing Print Ad Champion of 4 Consecutive Races(2004),VW Event and Sponsorship,SAATCHI&SAATCHI,Logo proposal for Polo Open,“POLO Open”Sponsorship,SAATCHI&SAATCHI,POLO Open TVC,SAATCHI&SAATCHI,Polo MT Flagline,“POLO Open”Sponsorship,SAATCHI&SAATCHI,VW POLO“World Cup”Sponsorship,SAATCHI&SAATCHI,VW POLO“World Cup”Panel Ad Campaign,The FinalistThe 10th China Ad Festival,VW BJ Car Show,SAATCHI&SAATCHI,Print Ad“Dream”,The FinalistThe 10th China Ad Festival,Print Ad“Standup Show”,
