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1、A multivariate analysis of automobile marketing in the Internet era On August 14, 2010, in the holy and beautiful roof of the world Lhasa, the seventh Chinese automobile marketing summit storm Lhasa, faw-volkswagen won the overall marketing strategy innovation award by virtue of the brand promotion
2、service provided by DMG media group for the perfect listing of CC. But thats just one of the awards DMG received last year, along with the Effie award for its entertainment marketing case for go lala go. Why is an advertising industry leader so relevant to entertainment? What happened on January 18
3、this year gives me an explanation: it was the 2011DMG grand communication ceremony held in China international exhibition center. The guards told me that DMG took this opportunity to publicly announce for the first time the concept of big communication, which is to combine the creative power of medi
4、a and entertainment to create big communication, to serve customers and consumers in an innovative way, and to win the moment in time. This is the idea of Dan mitz, one of the founders of DMG, who combined the power of media and entertainment in a forward-looking way with the most constructive and i
5、nnovative thinking to form a unique cross-field business model. In fact, according to Dan mitz, big media is not only a new business model, but also an effect of spreading influence, which will have a profound impact on Chinas media industry. So how will the creative system evolve over the next deca
6、de? The guards say that in the age of all media, creative platforms have been set up and many responders - celebrities, entertainment stars, various media, commercial brands, industry organizations and even relevant government departments, and even the most important force, consumers and audiences -
7、 will come to compete. At this moment, the platform of big communication will be a beautiful stage, and this stage has magical extension function in time and space. And what was the secret that led to this miracle? Is the story. The story is like a seed, containing all the things we want - brand gen
8、e, life flavor, emotion, spirit. Therefore, the copywriter of the creative department has a common requirement that he must be a good story-teller. So is the art director, whose language is visual and camera language. Different attributes of media channels, story form is not the same. A good story n
9、eeds a good idea, and a good idea needs a very precise and powerful point, and we are quite demanding of that point. Once this point is pushed out, it should be able to cause a very strong change, change the consumers consumption heart and consumer behavior, and even have a small role in promoting t
10、he social culture. This point should accord with the requirements of time, place and people, as well as the unique positioning of brands, consumers and products. Point, usually by the strategy team and a very senior creative person responsible for mining. They know astronomy (policies, trends, indus
11、try development), geography (market pattern, competitive situation), and common sense (consumers heart that point). They should know the brand, know the products, and know the hearts and behaviors of consumers. This point in the DMG faw-volkswagen on the creative show incisively and vividly. Faw-vol
12、kswagen, as a leader in Chinas automobile industry, has been deeply rooted in the image of consumers. In 2010, CC, known as the most beautiful car in the history of Volkswagen, entered China. As the flagship model of faw-volkswagen, this dynamic, elegant, luxurious and comfortable coupe takes on the
13、 task of enhancing the brand image and improving the brand future for faw-volkswagen. For this reason, DMG endowed CC with a word, Glamour - elegance. What is elegance? Elegance is outstanding talent, star style, depth of glory, but also a charm of life. This glamorous lifestyle, with red carpet and
14、 stars as the story elements, is first reflected in TVC: at the star-studded award ceremony, a CC pulls in, and people mistakenly believe that the star has arrived, but in fact the owner just comes to buy ice cream for his girlfriend. In the feature film, the red carpet entertainment and fans attrac
15、ted by CC follow along with the camera flashing frequently, showing the appearance and strong performance. They cast CC as a star with elegance, no matter where it goes, it has a kind of innate bearing - elegance of heart, brilliance of line. For this reason, the concept created by DMG runs through
16、the communication of ATL and the action of BTL. Through TVC, print advertising, listing ceremony, north American test drive activities and other ways, CC is always a focus of elegance, which implies that a charming lifestyle is close at hand. This case also becomes the first classic case that will use integrated marketing acme. This advertising campaign is another example of DMGs content-driven brand strategy: instead of purely info
