博加广告2019年03月24日上海融创绿城广告推广提案ppt课件.ppt

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1、广告传播 + 地产策略 + 咨询顾问,一出关于外滩的大戏即将上演,谨呈：上海融创绿城,Part1,Let us with special respect to the Bund.,让我们另眼相看的外滩,每一次关于外滩的变革都会改写一个时代,Every time a change in the Bund will overwrite an era,开埠 1843,Open in 1843,1843年11月17日开埠，外滩从此诞生！,Opened in November 17, 1843, the Bund opened the golden age!,从此不止有了万国建筑群，更出现了国际银行、商

2、行，开启了中国早期的国际贸易和民族工业的兴起！,The international bank, firm, open the rise of Chinas early international trade and national industry!,曾经的远东金融街成就了远东第一大都市，世界第五大城市，也成就了外滩的金色时代！,Once the Far East Financial Street the achievements of the first metropolis in the Far East, is also the achievements of the golden a

3、ge of the Bund!,东渡 1990,1990 transfer to the East.,1990年，浦东开发正式动工，上海发展中心偏移浦江东侧，外滩亲眼见证了第二个外滩的崛起,In 1990, Pudong officially started, the Bund witnessed the rise of their children,外滩从远东第一金融街化作了上海精神的符号，进入了自己的褐色时代,The Bund from the Far East first Financial Street into the Shanghai spirit symbol, entered

4、his brown Era,西归 2019,2019 come back again,2019年外滩金融集聚带规划正式公布，上海发展中心时隔二十年后终于西归，重回浦西！,2019 the Bund financial agglomeration zone planning official, center development in Shanghai after a lapse of twenty years after finally West return,！,如果，不站在大上海梦想角度，就无法理解今天的外滩价值！,If you dont stand in the angle of Sh

5、anghai dream, will not be able to understand todays value in the Bund!,外滩,放眼大上海，谁能够LOGO未来上海？,Who can speak Shanghai,陆家嘴,迪士尼,徐汇滨江,大虹桥,看到这些的不只是我们,See these not only our,2019年继黑石、凯雷之后中国PE行业头羊弘毅投资决定进驻上海，进驻外滩！,2019 the Bund financial agglomeration zone planning official, center development in Shanghai af

6、ter a lapse of twenty years after finally West return,！,大批PE精英汇聚外滩，金融界称这个行业、这批人为金融业的蓝色势力！,A large number of PE elite gathered in the Bund, the financial sector, this group of people called the industry financial blue forces!,外滩从此进入了蓝色时代,The Bund has now entered the era of blue,上海，原址二次开埠！,Shanghai, t

7、he site of two open!,Part2,Let us with special respect mansion.,让我们另眼相看的豪宅,如果，不站在全球视野的角度，就无法正确理解黄埔湾！,Do not stand on the global view, will not be able to correctly understand the Gulf of Whampoa!,在美国，这里是纽约，这里是中央公园，这里有华尔街。,In the United States, here is New York, here is the Central Park.,这里有ONE-57。,T

8、here is ONE-57,美国最贵的豪宅公寓。,The United States of Americas most expensive luxury apartment,在英国，这里是伦敦，这里是海德公园，这里有金融街。,In the UK, this is London, here is the Hyde Park.,这里有海德公园一号。,There are a number of Hyde Park.,全球最贵的豪宅公寓。,The worlds most expensive luxury apartment.,如今这些豪宅的价值早已飞升四海，我们无法得知是中央公园及海德公园赋予了这些

9、豪宅如此价值，还是这些这些豪宅赋予了他们神秘的气质。,Now these luxury value already soaring world, we do not know is Central Park and Hyde Park gave the house so value, or the house gave them mysterious temperament.,这种情形与我们何其相似。,The situation and we are similar.,在中国，这里是上海，这里是外滩，这里有外滩金融集聚带。,In China, here is Shanghai, here is

10、 the Bund, here is the the Bund financial agglomeration zone.,这里一定要有黄浦湾这样的豪宅！,This must require such luxury in Huangpu bay!,外滩自开埠以来，就少有私享性的物业出现，进入本世纪后，外滩仅有且不断减少的这类型物业，即将成为家庭私有化外滩的最后记忆,Since the open of the Bund, little private property, after the beginning of this century, this type of property the

11、Bund only and falling, will become the family privatisation last memory of the Bund.,从诞生那一天起，他就注定和世界站在一起！,From the birth of that day, he will be doomed and the world stood together!,黄浦湾不是上海的滨江豪宅，而是全球稀缺的顶级物业！,The Gulf of Huangpu is not Shanghai Binjiang mansion, but the global scarcity of high-end pr

12、operty,Part3,Let us with special respect life.,让我们另眼相看的生活,如果，不站在时间的维度，就无法正确理解对立的统一！,Dont stand in the time dimension, unified cannot properly understand opposite!,这是一场金色豪门与蓝色新贵的PK！,This is a golden giants and blue upstart PK!,前者关注外界对自己的态度！,The former is more concerned about the outside of their atti

13、tude!,后者更在乎自己内心的感受！,The latter is more care about their feelings!,他们穿梭在一样的领域,The latter is more care about their feelings!,却有着不一样的追求,The latter is more care about their feelings!,我们的客户不再只是江浙的金主，更多的是有国籍无国界的蓝色贵族！,Our customers not only gold master of Jiangsu and Zhejiang, more is the nationality borde

14、rless Royal blue!,我们的目标不仅再是江对岸，更要瞄准新天地、港澳台、亚洲及全世界的财富精英！,Our customers not only gold master of Jiangsu and Zhejiang, more is the nationality borderless Royal blue!,什么才可以满足蓝色贵族内心的翻滚的蓝色欲望？,What can satisfy the Royal Blue inner tumbling desire blue?,他们需要住在所谓的理想国,They need to live in the so-called ideal

15、country,因为，哪一个引领世界的胸腔里，没有一颗占据未来的雄心？,Because, what a world leader in the chest, no one to occupy in the future ambitions?,他们渴望可以再创世纪,They need to live in the so-called ideal country,因为，有那么一些人，一旦简单重复过去，连自己都会憎恨自己！,Because, there are some people, once the simple repetition of the past, even their own wi

16、ll hate yourself!,他们总在寻找属于自己的梦幻城,They are always looking for my dream city,因为，物质的最高境界不是更物质，而是精神依恋。,Because, the highest state of matter not more material, but spiritual attachment.,他们更迷恋属于自己的自由邦,They are obsessed with their own free state,因为，所谓站得高看得远，不过是为了匹配一种无羁的灵魂,Because, the so-called HISTEP look

17、 far, but in order to match an unconstrained soul,所谓的对立，不过是换了种形式寻求统一！,The so-called opposition, just in a different form to seek unity!,Part4,Let us with special respect life.,让我们另眼相看的形象,如果，不站在心理符号的感性角度，就无法正确形象化定义黄浦湾！,The perceptual point of view does not stand in the psychological symbol, will not

18、be able to correctly image definition of Huangpu bay!,在土地价值与产品价值相互缠绕推广中，我们需要深入人心的一个符号！,The value of the land value and product intertwined promotion, we need a symbolic win support among the people!,一个颜色、一个符号、一个品牌。,A color, a symbol, a brand.,因为一个颜色，若干个品牌成就了一个品牌,Because of a color, a number of brand

19、 achievement of a brand,RED是一种颜色，RED是一个品牌，RED是一种新的符号模式。,RED is a kind of color, RED is a brand, RED is a new symbolic model.,外滩进入蓝色时代，绿城在此建造了最高级蓝色系作品，两者交集就是这个符号！,The Bund into the blue, green city in the construction of the most senior blue Department works,蓝色外滩,Blue the Bund,推广语：蓝色外滩，上海雄心再次发力！,Slog

20、an：Blue the Bund, Shanghai ambition once again!,Part4,Let us with special respect life.,让他们另眼相看的推广,如果，不站在融创挺进上海的角度，就无法正确的完成这次推广！,If, not standing in the melting into Shanghais point of view, will not be able to correctly complete the promotion!,我们为自己制定了不能突破的三大原则,We have set ourselves the three princ

21、iples can not break through the,不震撼，不动作！,Do not shake, do not move!,不创新，不出手！,No innovation, no shot!,不深刻，不开口！,Not deep, not open!,从平面开始看起,From the plane began to read.,起势,beginning form,调性参考,Reference picture,创意稿,Creative draft,文案,Copy,CATCH: 蓝色外滩，上海雄心再次发力！,画面,Menu,招聘稿,employment ad,文案,Copy,CATCH: 您

22、可以选择放弃，也可以选择一次创造传奇的机会,画面,Menu,A 理想国,A The ideal country,调性参考,Reference picture,创意稿,Creative draft,文案,Copy,CATCH: 理想国,SUB: 蓝色外滩，上海雄心再次发力！,COPY: 哪一个引领世界的胸腔里，没有一颗占据未来的雄心？,画面,Menu,人物形象建议,Figures suggest,场景及道具建议,The scene and props suggestions,B 创世纪,Fata Morgana,调性参考,Reference picture,创意稿,Creative draft,

23、文案,Copy,CATCH: 创世纪,SUB: 蓝色外滩，上海雄心再次发力！,COPY: 有那么一些人，一旦简单重复过去，连自己都会憎恨自己！,画面,Menu,人物形象建议,Figures suggest,场景及道具建议,The scene and props suggestions,C 梦幻城,Dream city,调性参考,Reference picture,创意稿,Creative draft,文案,Copy,CATCH: 梦幻城,SUB: 蓝色外滩，上海雄心再次发力！,COPY: 物质的最高境界不是更物质，而是精神依恋。,画面,Menu,人物形象建议,Figures suggest,场

24、景及道具建议,The scene and props suggestions,C 自由邦,Fata Morgana,调性参考,Reference picture,创意稿,Creative draft,文案,Copy,CATCH: 梦幻城,SUB: 蓝色外滩，上海雄心再次发力！,COPY: 所谓站得高看得远，不过是为了匹配一种无羁的灵魂,画面,Menu,人物形象建议,Figures suggest,场景及道具建议,The scene and props suggestions,惊艳一座城市的围墙,Amazing city walls.,创新的形式,Amazing city walls.,A 橱窗

25、参考,Amazing city walls.,A 橱窗创意稿,Amazing city walls.,B 橱窗参考,Amazing city walls.,B 橱窗创意稿,Amazing city walls.,C 橱窗参考,Amazing city walls.,C 橱窗创意稿,Amazing city walls.,不止感动一群人的现场包装,The field of packaging more than a group of people moved.,时光殿,Time Temple,时光殿,Time Temple,让一座城市惊叹的亮相,The field of packaging mo

26、re than a group of people moved.,样板示范区公开当天,Model demonstration areas and open day.,一个现实版的蓝色外滩,A realistic version of the blue the Bund.,让蓝色出现在外滩每一个角落,A realistic version of the blue the Bund.,让每个外滩游客手中都有蓝色的物料,A realistic version of the blue the Bund.,满城尽待黄浦湾,Curse of the Huangpu bay.,总监制： 孙丹麟,导 演： 江 龙,创意指导： 刘克松,创意美术： 施 磊,文案撰写： 张 玉,制 片： 晁瑞平,特别鸣谢,（香港）张晓岚影视创作中心,（上海）华尔道夫酒店,（上海）融创绿城同仁,（上海）博加广告全体同仁,谢谢观赏,