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三星QLED《大隐 · 耀世》,带你解读大爱于隐的父爱

图派整合传播 2024-04-12
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三星QLED大隐 · 耀世,诠释《时代的隐者》

在电视市场竞争愈发激烈的如今,越来越多的电视品牌希望在高端市场上有一席之地。

初入中国市场的三星QLED如何在一片红海的版图,开拓出自己的蓝海领地?又如何结合本地消费者的Insight,与目标消费者进行契合中国国情的沟通。

三星QLED如何解决问题?

《时代的隐者》给你答案!


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《时代的隐者》发布期间,还引发了著名演员杨烁的提问交流。

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从产品到人群,从理性到感性

今天,是什么样的一群人,能真正做到“大隐耀视”?

相比于情人节、母亲节等节日的高关注度,父亲节总是被忽视。总是歌颂母爱热烈而伟大,父爱却总是沉默,甚至是父爱隐形。

我们期望通过将三星QLED电视“大隐耀世”的品牌主张,演绎成让隐形的父爱闪耀的感性呼唤,以中国文化基因层面的深刻触达,让目标客群对父爱发生“隐”到“耀”的认知态度改变。


中国社会“爸爸辈”记忆中“上头条、上电视、上报纸”是一件很值得骄傲的事,通常邻里都会来祝贺,家里人更是内心倍感“荣耀”。

结合这个时代印记的洞察岀发,我们将“耀”的理念植入文化基因。同时在现代社会的社会化传播领域中,以“汪峰上头条”为代表一系列话题都加深了人们对“上头条”这个词的认知。结合这个创意发想点,我们以开放式的线下装置这个最具有临场感的创意形式呈现,通过三星“大隐耀视”理念的电视的视觉展现,与前期的UGC内容一起,制造现场不期而遇的情绪迸发感受。


父爱无言,隐耀人生

爱的表达不一样,但爱孩子的心一样

我们率先通过线上H5征集大量UGC内容;用户可将父亲的照片与想对父亲说的话上传至H5;并以头条报纸的形式生成自己的专属父爱头条海报,分享至朋友圈。

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收到上千条用户上传内容

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让对父亲的爱成为看得见的“头条”

我们在深圳万象天地放入了五米高的巨型海报,引发市民驻足围观参与互动,实时参与线上H5并在线下装置观看上传内容拍照留念。并且将用户上传内容实时同步到报纸中,发起微博话题#老爸 我要让你上头条#的微博话题引収热烈讨论。

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本次活动三星QLED电视产品销量与搜索量和品牌产生的社会文化效应双双达成突破性成功,真正实现了品效合一的整合的传播效果。

其中父亲节H5共征集30000条UGC内容

微博话题引发1000W+讨论量

线下艺术装置展互动人数高达1176181人次

万象天地现场也成功售出6倍产品

产品搜索指数同步上涨25%

2018百度指数父亲节综合搜索首次突破母亲节和情人节

不论是《时代的隐者》还是#老爸 我要帮你上头条#,三星QLED都成功的打响了进入中国市场的第一枪,并将品牌的核心理念准确且深入的传达到消费者的心中。

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图派整合传播

所属行业

家居、家电

形式类别

整合营销

所在地区

中国大陆

时间

2024-04-12
注:本文系广告门企业用户授权在广告门平台发表,内容仅作为该用户观点,不代表广告门立场和观点。

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