tag:blogger.com,1999:blog-60349974380333919402024-03-08T07:03:13.384+08:00gamania brand center 的設計觀察Unknownnoreply@blogger.comBlogger627125tag:blogger.com,1999:blog-6034997438033391940.post-1825415399854622082019-01-14T20:36:00.000+08:002019-01-14T20:36:49.754+08:00成長駭客是數位時代的品牌特效藥嗎?成長駭客,Growth Hacker,一詞於2010年被西恩‧艾利斯提出,直到近兩年才慢慢開始傳進台灣,2016年首次在台灣舉辦成長駭客年會。<br />當你google「成長駭客」,你會得到200萬條相關項目,若以英文搜尋,數目就更驚人了。但到底什麼是成長駭客?成長駭客如何幫助品牌成長?只要有了成長駭客,品牌就能在數位戰場上打勝仗嗎?<br /><div class="separator" style="clear: both; text-align: center;">
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▲一搜尋博客來,與「成長駭客」相關的書籍竟多達5頁82筆</div>
<br />首先,我們先來看看維基百科上的定義:<br />「成長駭客首次出現於2010年,常在科技新創公司使用,運用創新思維、分析性思考與社群統計數據,達到商品銷售增長與客戶數量增長。成長駭客是數位行銷的一環,常會運用優化搜尋引擎、網站分析、內容行銷等技術。成長駭客專注於低成本的創新行銷手法取代傳統行銷手法,例如:運用社群媒體與病毒行銷取代電視與報紙廣告。」<br /><br />看完300字,相信很多人還是搞不清楚成長駭客的葫蘆裡到底賣什麼藥,又跟我們現在在做的數位行銷有什麼不同;其中最關鍵的差異,我認為是思考模式。成長駭客,是完全目標導向的思考方式,必須要放下品牌本身的一萬個包袱,去嘗試任何可以導向成長的方法,如果一支影片能讓客戶成長那就拍影片,如果優化UI/UX設計能讓客戶成長那就去優化,方法並不限於數位或傳統,但更把大數據奉為圭臬,以非常科學的方式追求目標,快速修正不夠精準的投資;且最重要的是,達成成長的同時,儘可能不增加行銷預算。<div>
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成長駭客:以接近原有的行銷預算,提高品牌成長趨勢<br /><br />初階的成長駭客,包含的層面可粗略分成四大部份,不管哪一部份都經常使用A/B TEST工具,進行快速的系統化分析和修正。<br />一、 新客戶體驗優化<br />讓新客戶使用產品相關服務時,獲得良好經驗,使流失率降到最低。內含:網頁/APP使用者行為分析、新客戶註冊流程設計、UX使用者體驗設計、新客戶問題解決……等部份。<br />二、 推廣流程優化<br />利用人性與基本使用行為,增加新客戶。<br />三、 新客戶導入成本優化<br />可運用工具很多,如:Google廣告優化、FB廣告優化、搜尋引擎最佳化、再次投放式廣告優化、廣告文案優化、廣告圖片或影片設計優化。<br />四、 社群行銷效果優化<br />創造議題在傳統行銷中是公關的工作,但現在在數位行銷這一塊,不得不跨到這項工具,也就是網友常說的「帶風向」。<br /><br />接著讓我們舉幾個簡單的案例,讓大家感受到身邊的品牌小改變,原來可能就是成長駭客的應用。<br /><br /><br />案例一:Facebook<div>
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▲針對粉絲團的橫幅首頁,經過漫長的改版後,終於可以完整可視於手機與電腦版。</div>
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台灣的Facebook使用者非常多,對於改版應該見怪不怪了。事實上,每一次的改版,看似好像只是在進行UI/UX的使用者體驗改良,實則包含成長駭客的概念。所以你會發現,分批、分區、分國家,進行改版,是Facebook一貫的改版策略;這也就是所謂的A/B Test,Facebook可以隨時取得改版前後的使用者使用行為差異,由此推進下一次改版。當然,每一次改版,除了增進使用者體驗感受外,也可能藉此軟性逼迫企業主購買廣告,這就是成長駭客的獲利方式。</div>
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▲僅僅只是為房東提供攝影師服務,就讓Airbnb房客訂房天數成長8倍。</div>
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Airbnb創辦三年後,客戶穩定成長,但創辦人Brian和Joe並不滿足。他們在2010年7月飛往紐約,親自探訪他們的房東,驚訝地發現許多房源刊登的照片比實際上的還醜。於是他們展開一個新計劃,預備了20位攝影師,讓房東主動預約為房源拍照,大幅改善了房源照片的美感。</div>
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一個簡單的發現和計劃,讓Airbnb的房客預定天數在一年內成長8倍,累計房客達到100萬人,幫助Airbnb再次進入快速成長期,正是我們前面所提過的「改變成長率」的轉折點,這個點就是成長駭客。這不僅幫助成長,也讓Airbnb的成長動長快速增加,同年五月即收購了德國共享租屋公司Accoleo,也贏得各方1.12億美金的資金挹注。<br /><br />選擇兩個台灣人熟悉的品牌作為案例,即是要向大家說明,所謂的成長駭客不一定是非常偉大的品牌創舉,相反地,應該從舊客戶與新客戶中取得「行為insight」,進而在客戶的使用或購買流程中投入改變係數,就此改變成長斜率。<br /><br />近年來,在品牌行銷中,大數據與創意之爭一直沒有平息。<br /><br />我認為,成長駭客也是其中一員。有人說,成長駭客是所謂品牌的數位特效藥,我必須說若只持不完整的觀念反而會害死品牌。不管在傳統廣告時代,或是數位廣告時代,都要深刻瞭解消費者insight,才有機會創造利多,而其中差異在於瞭解工具的進化。以前可能只是FGD或問卷調查,但現在是從消費者完全無戒心的大數據中取得行為模式資訊。接著,最重要的步驟,就是用創意解決問題,那才有機會真正駭進消費者心中,讓消費者愛死你!</div>
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-75045127753461920122019-01-14T20:09:00.001+08:002019-01-14T20:15:52.354+08:00從修圖到擬真 觀察AI科技帶來的改變AI人工智慧,聽起來好像只在電影裡發生,但事實上,AI早已進駐我們的生活,甚至我們可以大膽假設每個人都使用過,只要你曾經使用過修圖APP,這些神奇的修圖效果其實都來自AI人工智慧的精細演算,NVIDIA於2018年四月下旬還公佈了人工智慧能辨認消失畫面並修補的研發成果。<br />
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▲NVIDIA能辨識消失畫面並修補(圖片來源:https://www.inside.com.tw/2018/04/25/nvidias-ai-fixes-photos-by-recognizing-whats-missing)</div>
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這項成果對於一般人或許只是好玩,但對於老照片毀損之狀況,即可給予完美補救。2011年日本大海嘯時大量珍貴照片都被無情沖走,Ricoh展開《SAVE THE MEMORY》計劃,儘可能修復九萬張照片並物歸原主,若在現在,運用AI人工智慧,或許可讓照片的修復更臻完美。</div>
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▲當年Ricoh運用照片修復技術修復九萬張照片,若於今日或許可以人工智慧進行修復工作。(圖片來源:https://technews.tw/2015/03/15/311-japan-tsunami-ricoh-photos/)</div>
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除了修補毀損影像外,AI人工智慧還可推算同一人之不同年齡的長相,如同大家曾在社群軟體或Face App玩過的功能,它大量被應用於年幼時即被拐騙的失蹤人口推算長相,甚至變換性別,這都可能幫助提高被尋回的機率。</div>
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▲FaceApp可輕鬆模擬變男變女(圖片來源:https://goo.gl/zhFBXi</div>
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於廣告行銷上,AI人工智慧亦可能提供重大突破。未來,只要擁有夠多的素材,代言人即使忙到沒空配合廣告拍攝,我們也能透過AI人工智慧的模擬,拍攝出幾乎難以辨認真偽的代言人廣告。如此一來,即可大量省去作業時間、流程,只要取得授權即可。但,有好必有壞,若有有心人士,就可能產出許多危害名人的假影片,例如近年來流傳的艾瑪華森不雅影片,從下面的影片網址可看出如何拍攝。</div>
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▲假艾瑪影片。(來源:https://www.youtube.com/watch?v=yR0l1pfVxko)</div>
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▲在如此先進便利的AI人工智慧前,SK-II大逆其道,以「素顏行銷」取信於消費者。</div>
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由以上舉例,便可觀察到AI人工智慧早已滲透我們的生活,每個人對於運用手機裡的人工智慧功能都習以為常到並不感覺特別。但在運用便利的科技之際,我們應該也要反思其中真真假假所帶來的價值觀改變,例如大量想成名的年輕人運用修圖軟體一躍成為熱門直播主之列,但被揭穿素顏狀態後,粉絲或直播主本身的無法接受,卻經常帶來意想不到的後果。享受科技果實的同時,也要兼顧使用者心理健康與使用正當性。</div>
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-25018329900805065312019-01-14T20:00:00.002+08:002019-01-14T20:15:17.657+08:00臉書禁止強迫分享,是好是壞?<br /><br /><br /><br /><br /><div style="text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2cLWg72vsV88Ygp-4h6yKMDnMOIKnMR0_fvo1SQt5ktj7gF-VV5DEwqN0IayywgfGa4ooL0LiotNP8jjm6bQwHIlXDBuJjxjKDu_YzdeXn-JkTmmJuOSO9kcJh5OtXiMACNVYkzFZH-Q/s1600/VOL.82-Columns-%25E5%2593%2581%25E7%2589%258C%25E8%25A7%2580%25E5%25AF%259F-1-1.jpg"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2cLWg72vsV88Ygp-4h6yKMDnMOIKnMR0_fvo1SQt5ktj7gF-VV5DEwqN0IayywgfGa4ooL0LiotNP8jjm6bQwHIlXDBuJjxjKDu_YzdeXn-JkTmmJuOSO9kcJh5OtXiMACNVYkzFZH-Q/s320/VOL.82-Columns-%25E5%2593%2581%25E7%2589%258C%25E8%25A7%2580%25E5%25AF%259F-1-1.jpg" /></a></div>
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▲圖片來源:美聯社</div>
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臉書演算法一再變動,早已不是新聞,對眾家小編們與數位行銷人更是見怪不怪。事實上,臉書的變動,並不是全世界統一,而是分區逐步變動的。舉例來說,每個人的發文背景圖可能相異,有些人會比較早擁有新的圖,有些人則要多等待一些時間才會跟上。這樣的時間差狀況,同樣發生在最近台灣開始明顯有感的臉書政策:禁止強迫分享。<br /><br />何謂在臉書上強迫分享?你一定看過甚至主辦過臉書的貼文活動,像是「只要按讚並公開分享即可抽獎」,這樣的誘導式分享要求,對臉書來說,就是強迫分享。凡被臉書發現,該則貼文的能見度會幾乎降至零。<br /><br />我們可以試著站在不同角度,猜想不同人對這件事的看法為何:<br /><br />對客戶來說:蛤什麼,那我要怎麼增加擴散率?<br /><br /> 太棒了,代理商再也不能告訴我活動失敗是因為獎品誘因太小<br /><br />對臉友來說:臉書Good Job,早就受不了那些逼迫我要公開分享的品牌了!<br /><br />對代理商來說:呃,不能寫分享是要怎麼寫?<br /><br /> 好啊好啊,之前是不能強迫按讚, 現在是不能強迫分享!<br /><br />好耶,終於不用再做這種客戶說直接見效卻沒insight的貼文了!<br /><br />在實際操盤的狀況中,我們發現有小編開始尋求應對方式,例如:在文末寫「想中獎的粉絲,你們知道該怎麼做吧?小編就不多說了。」以規避寫到「分享」二字。這樣的偷吃步不失為短期的一種方式,但私以為若抱著樂觀誠實的態度,應該要開心擁抱這個限制,因為這個限制會逼迫你回歸消費者洞察去思考:怎麼樣的議題和內容才能真正帶起話題擴散效應,降低貼文形式僵化無感,這也才是真正的社群效益,畢竟你的目標對象從來都不是幽靈人口居多的抽獎部隊們!<br />Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-72244475732851780632018-04-02T19:45:00.000+08:002019-01-14T20:14:06.984+08:00沒有生命的聊天機器人,如何讓社群活起來?<div class="separator" style="clear: both; text-align: left;">
Facebook推出「Facebook Messenger Platform」提供開發者自由開發各式聊天機器人、LINE推出「Messaging API」後,聊天機器人在社群操作的議題上開始大紅特紅,成為最新矚目焦點。</div>
<br />事實上,這不是聊天機器人第一次當上紅人。1960年代精神科醫師就開發了「伊莉莎聊天機器人」,讓病患可透過文字訊息與機器人對話,得以進行治療。但這次挑起熱潮的聊天機器人不容小覷,因搭載了最新的AI技術,聊天機器人的對話流暢度與自然度更勝以往,加上網路聊天APP(LINE、Messenger、WeChat、Whatsapp)的盛行與普及,聊天機器人的應用更容易了。但,如何透過聊天機器人,在社群上幫助品牌發展,甚至進而推動銷售呢?我們可以透過下列案例來瞭解。<br /><br /><br />案例一:華康字體情書活動<br /><br />字體公司是能見度與關心度皆低的公司,華康字體如何運用聊天機器人增加粉絲團的能見度,進而推送新廣告,並增加粉絲好感度呢?<br /><br />活動初始,透過勾起好奇心與極低的參與門檻鼓勵消費者加入活動,只要回答郵遞區號就能獲得專屬情書。<div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiKvhLT4sZfbCqgUp1CbZVhFIhZyiX76niQQNsCB-DQ3yK74XCw7AZnAmGds4smomb3F2OeyvybTnO6mQwDr19yBfjO-9qBaKAO3e8X1eqRaKcGHm059UNBqM8YE3oHYbsWmX3ud39DAPI/s1600/VOL.81-Columns-%25E8%25A7%2580%25E5%25AF%259F-1-1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="617" data-original-width="867" height="283" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiKvhLT4sZfbCqgUp1CbZVhFIhZyiX76niQQNsCB-DQ3yK74XCw7AZnAmGds4smomb3F2OeyvybTnO6mQwDr19yBfjO-9qBaKAO3e8X1eqRaKcGHm059UNBqM8YE3oHYbsWmX3ud39DAPI/s400/VOL.81-Columns-%25E8%25A7%2580%25E5%25AF%259F-1-1.jpg" width="400" /></a></div>
啟動聊天機器人後,聊天機器人會再次詢問郵遞區號,讓對話接續下去,而不是收到情書就結束。<div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0W19BW5sSafuR3D7kiZ8e-GCCcjxPqGyy9W44Ouz9nB3F3ZSZKCdHq0uVuZ3qbtRSDun_I_Z_LmNs18rwc0MTJQ60S7KKcvjyfvBnXuc7vTP0SeIjU9gBj3SKEuHMrdfiLI43w6_PPZM/s1600/VOL.81-Columns-%25E8%25A7%2580%25E5%25AF%259F-1-2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="443" data-original-width="1077" height="163" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0W19BW5sSafuR3D7kiZ8e-GCCcjxPqGyy9W44Ouz9nB3F3ZSZKCdHq0uVuZ3qbtRSDun_I_Z_LmNs18rwc0MTJQ60S7KKcvjyfvBnXuc7vTP0SeIjU9gBj3SKEuHMrdfiLI43w6_PPZM/s400/VOL.81-Columns-%25E8%25A7%2580%25E5%25AF%259F-1-2.jpg" width="400" /></a></div>
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<br />回答後,你會得到了一封對應郵遞區號的專屬情書。<br /></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgeCnOkEE3o8VzIJZKk3Tr6zV7rFbTy08lhBmLUKZlKY4bjomYI09qOik1ilnlGnKw0fmyEuyugP9u9ZUKNdxr4Z1xgsw1qR7kYKlkk6BhvC6798Wsv6qWSH8sFrSHVGo5Kib1leu3MJsE/s1600/VOL.81-Columns-%25E8%25A7%2580%25E5%25AF%259F-1-3.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="853" data-original-width="480" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgeCnOkEE3o8VzIJZKk3Tr6zV7rFbTy08lhBmLUKZlKY4bjomYI09qOik1ilnlGnKw0fmyEuyugP9u9ZUKNdxr4Z1xgsw1qR7kYKlkk6BhvC6798Wsv6qWSH8sFrSHVGo5Kib1leu3MJsE/s400/VOL.81-Columns-%25E8%25A7%2580%25E5%25AF%259F-1-3.jpg" width="225" /></a></div>
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但事情還沒完,聊天機器人會再進一步詢問你第二個問題,以期與消費者有更多互動,華康字體本次就用來舖哏,讓情緣延續。</div>
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8/7當天公佈後,才發現原來是推播了新廣告。<div class="separator" style="clear: both; text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjoi3FmCwqVHXe14zTA-nhjJziai-5ui8Cgj8HZgmZzkcY1Ce240_Bi-oDEnHva0WK4Bi-1hguL1QNh2kkqmLD2twxKy4HBOsLb1AIOSzFF31D6P-k5E96buRuWNL1xbQwub-WIL1CcNQU/s1600/VOL.81-Columns-%25E8%25A7%2580%25E5%25AF%259F-1-5.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="350" data-original-width="520" height="268" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjoi3FmCwqVHXe14zTA-nhjJziai-5ui8Cgj8HZgmZzkcY1Ce240_Bi-oDEnHva0WK4Bi-1hguL1QNh2kkqmLD2twxKy4HBOsLb1AIOSzFF31D6P-k5E96buRuWNL1xbQwub-WIL1CcNQU/s400/VOL.81-Columns-%25E8%25A7%2580%25E5%25AF%259F-1-5.jpg" width="400" /></a></div>
<br />這一連串的過程,都會讓消費者覺得自己是獨一無二的,得到的情書是專屬的,體驗到備受重視的感覺與收情書的樂趣,不管情書內容是否有打動他的心,他都已被樂趣撩到。<br /><br /><br />案例二:某網路創業粉絲團<br /><br />除了活動的宣傳與配合外,許多粉絲團也開始應用於私訊的個別處理或主題深談。就這部份的聊天機器人活用,更需要小心過度發散的問題,以下圖為例,為何聊天內容的長度不如華康呢?有幾點切入值得思考。<br /><br /><br />第一個問題的設定 <br /><br />第一個問題,或者說啟動聊天機器人的Key,非常重要。它不只是一個通關密碼,還必須與消費者有關。若以華康與此創業粉絲團作為比較,華康的Key是私人郵遞區號,而此創業粉絲團則是「開始」,後者與消費者的情感連結與好奇心連結較低。 <br />聊天機器人的話量多寡與回應模式 <br /><br />儘管消費者都明白他們是在跟機器人聊天,但仍舊渴望有聊天的感覺,甚至有意外的趣味,如Siri。我們再進一步探討,聊天的感覺是什麼呢?除了話題以外,句型與句子長短也與聊天相關。我們再以華康與此創業粉絲團作為比較,不難發現華康的句型較口語,句子長度較短,與我們日常的網路聊天習慣相近;而此創業粉絲團則是比較說教。為什麼有這樣差異呢?多半是與聊天機器人的腳本設定有密不可分的關係。<br /><br /><br /><div style="text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjaRoh32YDvD4kzM_epizy8NObOF7k1hVYuOtrlqCje2_qdIC40_wcXLUFW7_aXpNXdIIlNprXfcMiU-nXXP-Wk4R1BW4i8fSAuY4HEcRPJJAyh8xuC4f_OYQxQh8VAoW6lc61FAaPpfNA/s1600/VOL.81-Columns-%25E8%25A7%2580%25E5%25AF%259F-1-6.jpg"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjaRoh32YDvD4kzM_epizy8NObOF7k1hVYuOtrlqCje2_qdIC40_wcXLUFW7_aXpNXdIIlNprXfcMiU-nXXP-Wk4R1BW4i8fSAuY4HEcRPJJAyh8xuC4f_OYQxQh8VAoW6lc61FAaPpfNA/s400/VOL.81-Columns-%25E8%25A7%2580%25E5%25AF%259F-1-6.jpg" /></a></div>
<br /><br />想要在品牌行銷時運用聊天機器人這個工具,必須要非常瞭解消費者的思考模式,且深入思考品牌或產品的特點如何融入對話中。在一來一往中,設計出色的對話腳本,不停勾起消費者的興趣,同時引導消費者瞭解你或走進你的圈套中,否則一不小心就很容易被句號,即使有好工具也會徒勞無功。在2017的熱潮後,2018值得關注的焦點是,行銷人如何將平時熟稔的「人性」與聊天機器人完美搭配使用。Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-24900488948823664452018-01-01T19:38:00.000+08:002019-01-14T20:12:08.598+08:00從《天堂M》看代言人的運用演變眾所矚目的《天堂M》甫上市,就掀起線上遊戲新熱潮。遊戲的精緻度不在話下,但代言人的選擇更值得玩味。《天堂M》選用了三位代言人,陳金鋒、戴資穎、聶永真,都是專業領域中的佼佼者,廣告中每一句精準的旁白,都在在連結了他們所屬領域與天堂的關係,但仍有玩家直言「代言人的選擇不夠直觀,不懂跟天堂M有什麼關係?」<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjSUQCExrwzllJHMwm_U6PwLNomt1mK9g-_b8bwA4PXFVpAm6oEIxOoDiEwphqql5SQsyJMxb2kSh1cJ699Gbt0bdnETWJh1yZR2KcFawKVIqyIKZQvBZu6-s75Ce8XVqQpAXWxIXsawSs/s1600/VOL.80-Columns-%25E5%2593%2581%25E7%2589%258C%25E8%25A7%2580%25E5%25AF%259F-1-1.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="694" data-original-width="1280" height="216" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjSUQCExrwzllJHMwm_U6PwLNomt1mK9g-_b8bwA4PXFVpAm6oEIxOoDiEwphqql5SQsyJMxb2kSh1cJ699Gbt0bdnETWJh1yZR2KcFawKVIqyIKZQvBZu6-s75Ce8XVqQpAXWxIXsawSs/s400/VOL.80-Columns-%25E5%2593%2581%25E7%2589%258C%25E8%25A7%2580%25E5%25AF%259F-1-1.png" width="400" /></a></div>
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▲台灣巨砲陳金鋒的代言畫面(畫面擷取自https://www.youtube.com/watch?v=k_WllVn3djA)<br /><br /><div class="separator" style="clear: both; text-align: center;">
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▲羽球球后戴資穎的代言畫面(畫面擷取自https://www.youtube.com/watch?v=nbbCfPb-MvQ)<br /><br /><br />從這個問號,可以綜觀行銷中的代言人運用轉變。<br /><br />過去,代言人的選擇多半侷限於明星,只要該明星的形象符合商品調性,都有可能爭取到代言,以明星本人的魅力,帶動銷售;但時代變了,現在的代言人選擇依舊是明星,但不再只是影視藝人這種明星,而是各種領域的明星,包括運動賽事、時尚設計,甚至是YouTutber、部落客、Instagramer都有可能躋身代言人,且魅力更勝於明星。<div style="box-sizing: border-box; color: #4f4c4d; font-family: �L�n������, "Heiti TC Light", "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 16px; line-height: 1.8em;">
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▲白痴公主為MAYBELLINE小黑金拍攝代言短片(畫面擷取自https://www.facebook.com/maybellinetw/videos/1625736037500440/)</div>
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<br />為什麼YouTuber會崛起,甚至取代明星成為代言人呢?研究數據顯示,21%台灣使用者訂閱了超過一個YouTuber頻道,且其中53%使用者在收到更新通知的24小時內,就會回去收看影片。比起明星的遠在天邊,Youtuber親近得就像是鄰居,讓人忍不住想聽他說話,跟他互動。2017 YouTube大調查顯示,YouTuber的影響力已經超越同溫層,超乎所有行銷人的想像。<div class="separator" style="clear: both; text-align: center;">
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▲黑嘉嘉代言KYMCO的廣告畫面(畫面擷取自https://www.youtube.com/watch?v=gudUXK8j0C8)</div>
<br /><br />2017 KYMCO的MANY上市,也首次摒棄明星代言人,由專業棋士取代過往的蕭亞軒等代言人。由這些現象,可以看出網路改變的不只是消費者觀看習慣,也開始改變代言人的選擇。對於所有品牌來說,這都是一個新的衝擊與學習,有別於從前的祭出大牌明星就奏效的直線思維,現在更需要的是多點散打卻更加精準的游擊戰。品牌經營者更需要清楚目標消費群是誰,目標消費群會因什麼元素決定購買,由此在各色代言人可能中挑選最佳解,也同步觸發消費者的不同生活區塊,就像打線上遊戲一步一步拓展領土般。回到行銷的最終目標,銷售商品,品牌經營者都必須透過數據檢視利用YouTuber等網紅作為代言人,是否奏效,又或者消費者買的是網紅的趣味梗,卻忽略了商品呢?<div>
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-57641281425156674272017-04-01T16:59:00.000+08:002017-05-23T17:00:14.347+08:00感性訴求 打動年輕世代<div class="MsoNormal">
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<span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">品牌玩議題,還是要包裝對的元素,與拍攝手法以及廣告呈現的方式也有相當大的關係,否則就算是拍一部電影也只是對牛彈琴。</span><span lang="EN-US"><o:p></o:p></span></div>
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<span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">還記得</span><span lang="EN-US">VOLVO</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">前幾年的廣告,彭于晏說完:「</span><span lang="EN-US">VOLVO</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">不是我的菜,但我愛。」之後,</span><span lang="EN-US">VOLVO</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有了新的詮釋之後效果絕佳,</span><span lang="EN-US">VOLVO</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">儼然變成當時的市場搶手貨,在路上也愈來愈能輕易邂逅了。</span><span lang="EN-US"><o:p></o:p></span></div>
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<span style="font-family: 新細明體, serif;">從前的</span><span lang="EN-US">VOLVO</span><span style="font-family: 新細明體, serif;">被認為外觀老氣、中資投入等負面印象,這次</span><span lang="EN-US">S90</span><span style="font-family: 新細明體, serif;">的廣告,不走都市風格,而是搭上失智的議題,以世代傳承的意義將品牌重新包裝,感動了許多人,代言人張鈞甯的知性清新表現也有加乘的效果,讓微電影更有看頭。</span></div>
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<span style="font-family: 新細明體, serif;">微電影裡巧妙的安排,交錯出現的經典車款</span><span lang="EN-US">240</span><span style="font-family: 新細明體, serif;">以及</span><span lang="EN-US">S90</span><span style="font-family: 新細明體, serif;">,從過去父親開車接送女兒,長大後女兒牽著父親,雖然失去記憶令人心碎,但愛會延續,如同</span><span lang="EN-US">VOLVO</span><span style="font-family: 新細明體, serif;">的品牌一般,經典永在。</span><br />
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<span style="font-family: 新細明體, serif;">二、</span><span lang="EN-US">TOYOTA-</span><span style="font-family: 新細明體, serif;">兩個爸爸</span><br />
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<span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">從前年開始,</span><span lang="EN-US">TOYOTA</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">招募了許多故事,在得獎的故事當中挑選拍攝成微電影,</span><span lang="EN-US">2016</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年推出的微電影「兩個爸爸」就是從「</span><span lang="EN-US">TOYOTA</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">大故事家」活動金賞作品「一家人的日曆」所改編,討論世代溝通的問題,傳遞</span><span lang="EN-US">TOYOTA</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一直想表達的愛、溫暖的形象,突破三百萬的瀏覽量,是一部成功引發話題性的影片。</span><span lang="EN-US"><o:p></o:p></span></div>
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<span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">從日曆上的署名開始鋪陳,帶出為何有兩個爸爸,以及後續的發展,影片中未出現太多產品,也未有</span><span lang="EN-US">logo</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">出現,但從開車出門找爺爺、後至三人一同出門的畫面,潛意識感受到情感堆疊,車與溫馨感完美結合。</span><span lang="EN-US"><o:p></o:p></span></div>
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<span style="font-family: 新細明體, serif;">結尾帶出</span><span lang="EN-US">slogan</span><span style="font-family: 新細明體, serif;">「愛,就算不認得,但記得。」,與前幾部為電影一樣以愛與溫暖作為主要訴求,呈現出家就應該要有車、並且要共同營造美好家庭生活的想像。</span><br />
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-65481241076766015072017-01-01T16:55:00.000+08:002017-05-23T16:56:43.901+08:00新瓶裝舊酒,真的好YOUNG的<div class="MsoNormal" style="line-height: 115%; text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: 華康細黑體; letter-spacing: 1.0pt; mso-ascii-font-family: "Century Gothic"; mso-font-width: 80%; mso-hansi-font-family: "Century Gothic";">近年來,台啤致力於年輕化,從新推出的包裝款式可見一斑。從早期的藍白經典線條、綠白金牌設計,到現在專為女生設計的果微醺,到蜂蜜口味與水果口味,每款包裝都走向更年輕的外貌。</span><span lang="EN-US" style="font-family: "Century Gothic",sans-serif; letter-spacing: 1.0pt; mso-fareast-font-family: 華康細黑體; mso-font-width: 80%;"><o:p></o:p></span></div>
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<span style="font-family: 華康細黑體; letter-spacing: 1pt; text-align: justify;">不變但年輕度不足的經典包裝。</span></div>
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<span style="color: grey; font-family: 華康細黑體; font-size: 8.0pt; letter-spacing: 1.0pt; line-height: 115%; mso-ascii-font-family: "Century Gothic"; mso-font-width: 80%; mso-hansi-font-family: "Century Gothic"; mso-themecolor: background1; mso-themeshade: 128;">圖片來源:台啤官網</span><span lang="EN-US" style="color: grey; font-family: "Century Gothic",sans-serif; font-size: 8.0pt; letter-spacing: 1.0pt; line-height: 115%; mso-fareast-font-family: 華康細黑體; mso-font-width: 80%; mso-themecolor: background1; mso-themeshade: 128;"><o:p></o:p></span></div>
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<span style="color: grey; font-family: 華康細黑體; font-size: 8pt; letter-spacing: 1pt; text-align: justify;">圖片來源:台啤官網</span> </div>
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<span style="color: grey; font-family: 華康細黑體; font-size: 8pt; letter-spacing: 1pt; text-align: justify;">圖片來源:台啤官網</span> </div>
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-54798127916579457842016-10-07T15:54:00.001+08:002016-10-07T15:55:03.777+08:00當VR不只是炫技─空間結合內容行銷VR與AI科技於今年坎城廣告節大紅大紫,其中又以同時獲得移動類與娛樂類全場大獎的紐約時報《THE DISPLACED》(流離失所的人們)案例最引人注目。<br />
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全世界約有三千多萬難民兒童因戰爭被迫離開家園,而敘利亞便是其中之一。紐約時報為敘利亞難民製作VR影像,並透過VR技術,讓讀者透過轉換空間的臨場感,親自感受難民的生活,進而引發讀者對此議題的關注。<br />
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在《THE DISPLACED》中,戴上VR後,你將會看見難民兒童們帶領你去看看他的難民生活,殘破的家園、教室與一切,透過「空間」,你會得到比閱讀文字或照片更多的「感受」,而「感受」將引發你的「行為」或「關注」,它就完美達成一次新聞任務。<br />
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過往我們經常看到品牌將VR應用在娛樂議題上,如透過VR感受遊樂園中刺激的雲霄飛車,卻罕見品牌將VR與內容如此緊密貼切地結合,再傳遞給消費者。為何紐約時報這次的行銷創意會成為創舉呢?</div>
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因為,它不再只是將VR當作炫技的工具。</div>
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曾有人說,最成功的數位行銷是20%的科技加上80%消費者洞察;紐約時報即掌握了這個要點。他們抓緊了「空間」對人的情緒感受的渲染力,讓VR成為視覺的任意門,帶領消費者前往難民所在的空間,去接受震撼教育。當消費者完成了這個行為,紐約時報也不再需要做過多的解讀引導,消費者自然會產生許多反思與同情,進而關注議題甚至捐款。</div>
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<span style="font-size: xx-small;">資料來源:https://goo.gl/Sz8vHz</span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-72498969391063363452016-07-01T18:51:00.003+08:002016-10-07T15:55:22.263+08:00物聯網廣告,終於不再是型錄<div class="MsoNormal" style="line-height: 115%; text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: inherit;"><span style="letter-spacing: 1pt;">物聯網的概念,早在電影中可見一般,並於</span><span lang="EN-US" style="letter-spacing: 1pt;">1995</span><span style="letter-spacing: 1pt;">年比爾蓋茲的未來想像之書《未來之路》首次討論;</span><span lang="EN-US" style="letter-spacing: 1pt;">1998</span><span style="letter-spacing: 1pt;">年,</span><span lang="EN-US" style="letter-spacing: 1pt;">IoT</span><span style="letter-spacing: 1pt;">(</span><span lang="EN-US" style="letter-spacing: 1pt;">(Internet of Things</span><span style="letter-spacing: 1pt;">)一詞被美國麻省理工學院</span><span lang="EN-US" style="letter-spacing: 1pt;">Auto-ID</span><span style="letter-spacing: 1pt;">中心主任</span><span lang="EN-US" style="letter-spacing: 1pt;">Kevin Ashton </span><span style="letter-spacing: 1pt;">研究</span><span lang="EN-US" style="letter-spacing: 1pt;">RFID </span><span style="letter-spacing: 1pt;">(無線射頻識別技術)時正式提出。</span><span lang="EN-US" style="letter-spacing: 1pt;"><o:p></o:p></span></span></div>
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<span style="font-family: inherit;"><span style="letter-spacing: 1.0pt;">經過二十年,科技逐漸成熟,物聯網開始成為真實,不只電影,許多影集也都大量放入</span><span lang="EN-US" style="letter-spacing: 1.0pt;">IoT</span><span style="letter-spacing: 1.0pt;">應用,如:木村拓哉主演的《</span><span lang="EN-US" style="letter-spacing: 1.0pt;">Mr. Brain</span><span style="letter-spacing: 1.0pt;">》。</span><span lang="EN-US" style="letter-spacing: 1.0pt;"><o:p></o:p></span></span></div>
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<span style="font-size: small;"><span style="font-family: inherit; letter-spacing: 1pt; text-align: justify;">但,台灣廣告對於</span><span lang="EN-US" style="font-family: inherit; letter-spacing: 1pt; text-align: justify;">IoT</span><span style="font-family: inherit; letter-spacing: 1pt; text-align: justify;">的演繹卻始終停留在「塑造未來」,大量的未來想像,彷彿那仍是尚未成真的技術;舉例來說,電信業龍頭於</span><span lang="EN-US" style="font-family: inherit; letter-spacing: 1pt; text-align: justify;">2013</span><span style="font-family: inherit; letter-spacing: 1pt; text-align: justify;">年推出的廣告,即用大量的虛擬光影與線條演繹</span><span lang="EN-US" style="font-family: inherit; letter-spacing: 1pt; text-align: justify;">IoT</span><span style="font-family: inherit; letter-spacing: 1pt; text-align: justify;">。這樣的廣告手法,雖能傳達科技感,卻也營造距離感,與其說是勾勒願景,不如說是</span><span lang="EN-US" style="font-family: inherit; letter-spacing: 1pt; text-align: justify;">IoT</span><span style="font-family: inherit; letter-spacing: 1pt; text-align: justify;">的電子動態型錄,介紹了各種可能的應用型式。</span></span></div>
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<span style="font-family: inherit;"><span style="letter-spacing: 1pt; line-height: 115%; text-align: justify;">好的廣告行銷,要能進入人心,更要進入生活。韓國電信業者</span><span lang="EN-US" style="letter-spacing: 1pt; line-height: 115%; text-align: justify;">SK Telecom</span><span style="letter-spacing: 1pt; line-height: 115%; text-align: justify;">今年為</span><span lang="EN-US" style="letter-spacing: 1pt; line-height: 115%; text-align: justify;">IoT</span><span style="letter-spacing: 1pt; line-height: 115%; text-align: justify;">技術推出一支幽默詼諧的廣告,由一對熱愛互整的歡喜冤家主演。以往整人的方式可能是老婆給老公帶了一整盒沒有配菜的白飯當午餐,但現在的</span><span lang="EN-US" style="letter-spacing: 1pt; line-height: 115%; text-align: justify;">IoT</span><span style="letter-spacing: 1pt; line-height: 115%; text-align: justify;">世代,整人手法更上一層樓。在每個橋段中,不僅展現了</span><span lang="EN-US" style="letter-spacing: 1pt; line-height: 115%; text-align: justify;">IoT</span><span style="letter-spacing: 1pt; line-height: 115%; text-align: justify;">於生活中的應用,更融入了真實人性,最重要的是挑起消費者的嘗試慾望。</span></span><br />
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<span style="font-family: inherit;"><span style="letter-spacing: 1.0pt;">看完後,你失守的嘴角,是否透露了你也想用</span><span lang="EN-US" style="letter-spacing: 1.0pt;">IoT</span><span style="letter-spacing: 1.0pt;">來整人的慾望呢?若答案是肯定的,那麼往後進行任何新科技、新商品的行銷時,也別忘了問問自己,做的究竟是電子型錄,還是能挑起慾望的廣告?</span><span lang="EN-US" style="letter-spacing: 1.0pt;"><o:p></o:p></span></span></div>
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-16722541354970444032016-04-08T11:05:00.001+08:002016-10-07T15:36:07.514+08:00親愛的,我把超商變大了!便利商店進化大改造!<div class="separator" style="clear: both; text-align: center;">
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你每週逛便利商店幾次呢?台灣便利商店密度居全球之冠,早在幾年前就已超過一萬家!根據統計,每三個人就有一個人天天上超商報到,每次平均消費約71元,台灣人的生活,早已和便利商店分不開了!激烈競爭下,台灣的便利商店各出奇招,透過集點、冰淇淋熱潮、微電影等各種行銷手法擄獲消費者的心。更重要的是,走進便利商店,想必你一定已察覺到了某些改變:新進超商開始出現用餐區、廁所、網路,甚至出現烘焙屋、餐點輕食等複合式吧檯。嶄新的空間設計透露出便利商店的新時代已經來臨!<br />
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<span style="color: #4f4c4d; font-size: 16px; text-align: justify;">便利商店緣起於美國加油站旁附設小店,1980年代後開始盛行東亞地區。由於店面小、產品差異化不高,便利商店靠著高周轉率-比賣得快、銷貨快來維持利潤。而在一般人的印象中,便利商店講究效率、快速、即時,消費者大多來去匆匆,現在,增加了舒適空間設計,人潮流動緩慢,怎能帶動銷售?</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">▲午間便利商店滿滿用餐的人潮!</span></div>
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<span style="box-sizing: border-box; font-size: 20px;">速食店式微?超商搶占外食市場</span></div>
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根據2014年E-ICP資料,外食人口高達77.6%會至便利商店購買餐點,鮮食搭配飲料的促銷方式,早已成為上班族的首選,營收擊敗速食店龍頭麥當勞。設置用餐區給予消費者更舒適的空間,便利商店搖身一變,成為用餐休憩新選擇!</div>
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<span style="box-sizing: border-box; font-size: 14px;">▲便利商店時常以異業結盟提供消費者更多樣的商品。</span></div>
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<span style="box-sizing: border-box; font-size: 20px;">滿足多種需求!餐食點心任你挑</span></div>
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中午想吃現點現做、熱呼呼的米飯麵條?走進全家就吃得到!下午昏昏欲睡,想來份小點心補補元氣?這時,萊爾富熱呼呼的麵包剛出爐;711的甜甜圈也令人難以抗拒!為了滿足挑剔的消費者,現在便利商店除了微波食品,更自行開發出許多特色商品,或透過異業結盟,提供豐富多樣的餐食點心。不必四處奔波,就近前往便利商店,也能舒舒服服度過悠閒下午茶。</div>
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<span style="box-sizing: border-box; font-size: 20px;">留下顧客!人潮等於錢潮?</span></div>
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「下午茶約全家吧!」便利商店的用餐區看似沒有實質效益,卻能延長顧客停留時間,增加每個顧客消費的金額及來客數。各家超商增設用餐區後,鮮食業績不約而同成長一至兩成以上,足見策略奏效!</div>
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<span style="box-sizing: border-box; font-size: 14px;">▲巷口超商也可買菜?生鮮商品也是目前各家超商</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">努力</span><span style="font-size: 14px;">開發的市場。</span></div>
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未來,你心目中的便利商店是什麼樣子?架上充滿當季蔬菜水果新鮮肉品?擁有視聽娛樂空間?可以買到精巧家居用品?只要你的需求存在,便利商店永遠都有進化空間!超商變大搶攻外食市場,量販店增加小型社區店面;漸漸模糊的通路界線揭露出未來服務至上的趨勢,誰能提供更便利全面的服務,誰就能成為市場贏家!</div>
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<span style="font-size: xx-small;">參考資料:</span></div>
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<a data-cke-saved-href="http://goo.gl/9yIxUS" href="http://goo.gl/9yIxUS" style="background: transparent; box-sizing: border-box; color: #666666;" target="_blank"><span style="font-size: xx-small;">http://goo.gl/9yIxUS</span></a></div>
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<a data-cke-saved-href="http://goo.gl/7zFQnX" href="http://goo.gl/7zFQnX" style="background: transparent; box-sizing: border-box; color: #666666;" target="_blank"><span style="font-size: xx-small;">http://goo.gl/7zFQnX</span></a></div>
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<a data-cke-saved-href="http://goo.gl/Fg9QrE" href="http://goo.gl/Fg9QrE" style="background: transparent; box-sizing: border-box; color: #666666;" target="_blank"><span style="font-size: xx-small;">http://goo.gl/Fg9QrE</span></a></div>
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<a data-cke-saved-href="http://goo.gl/mZg0XO" href="http://goo.gl/mZg0XO" style="background: transparent; box-sizing: border-box; color: #666666;" target="_blank"><span style="font-size: xx-small;">http://goo.gl/mZg0XO</span></a></div>
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<a data-cke-saved-href="http://goo.gl/GN4bCa" href="http://goo.gl/GN4bCa" style="background: transparent; box-sizing: border-box; color: #666666;" target="_blank"><span style="font-size: xx-small;">http://goo.gl/GN4bCa</span></a></div>
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<a data-cke-saved-href="http://goo.gl/eDr6Vp" href="http://goo.gl/eDr6Vp" style="background: transparent; box-sizing: border-box; color: #666666;" target="_blank"><span style="font-size: xx-small;">http://goo.gl/eDr6Vp</span></a></div>
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<a data-cke-saved-href="http://goo.gl/RwN1t6" href="http://goo.gl/RwN1t6" style="background: transparent; box-sizing: border-box; color: #666666;" target="_blank"><span style="font-size: xx-small;">http://goo.gl/RwN1t6</span></a></div>
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<a data-cke-saved-href="http://goo.gl/XoP4RD" href="http://goo.gl/XoP4RD" style="background: transparent; box-sizing: border-box; color: #666666;" target="_blank"><span style="font-size: xx-small;">http://goo.gl/XoP4RD</span></a></div>
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<span style="font-size: xx-small;">圖片來源:</span></div>
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<a data-cke-saved-href="http://goo.gl/2BH1Ni" href="http://goo.gl/2BH1Ni" style="background: transparent; box-sizing: border-box; color: #666666;" target="_blank"><span style="font-size: xx-small;">http://goo.gl/2BH1Ni</span></a></div>
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<a data-cke-saved-href="http://goo.gl/Sfmf8m" href="http://goo.gl/Sfmf8m" style="background: transparent; box-sizing: border-box; color: #666666;" target="_blank"><span style="font-size: xx-small;">http://goo.gl/Sfmf8m</span></a></div>
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<a data-cke-saved-href="http://goo.gl/N0VWHk" href="http://goo.gl/N0VWHk" style="background: transparent; box-sizing: border-box; color: #666666;" target="_blank"><span style="font-size: xx-small;">http://goo.gl/N0VWHk</span></a></div>
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<a data-cke-saved-href="http://goo.gl/a45F9c" href="http://goo.gl/a45F9c" style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; box-sizing: border-box; color: #666666;" target="_blank"><span style="font-size: xx-small;">http://goo.gl/a45F9c</span></a></div>
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-28151026419434123712016-01-01T17:07:00.000+08:002016-01-15T17:08:04.501+08:00簡化概念,與孩子共創豐富品牌個性<div style="box-sizing: border-box; color: #4f4c4d; font-family: �L�n������, 'Heiti TC Light', 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 16px; line-height: 1.8em;">
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隨著年末的佳節氛圍逐增,不少品牌選擇在這個時間點做了更多的情感面溝通。這是個屬於全家人、朋友、情人的節日,但要問到誰是聖誕節最重要的角色?那絕對是每個孩子。讓每個孩子能持續作夢,讓每個孩子美夢成真,是每個大人都想為他們做到的。替他們守護實踐夢想,就像是守護了自己心中的那個小孩一樣。</div>
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前面幾期都有介紹到共同創作是品牌行銷的新趨勢,今天就要介紹2個品牌透過共同創作的特別企劃,在聖誕節前夕將孩子的想像變成真了。透過這樣的合作,為品牌打造豐富的品牌個性,並打動每個消費者心中的小孩,使品牌與消費者建立更深度的連結與共鳴。</div>
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<span style="box-sizing: border-box; font-size: 20px;">猜猜泡泡嘗起來是什麼味道?是爆米花!?</span></div>
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<span style="box-sizing: border-box; font-size: 20px;">Microsoft-Julia’s Flubbles Machine</span></div>
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每個人小時候應該都有著很多現在想起來實在是瘋狂、不切實際的怪念頭,但如果在那時有人相信你了,支持你的想法並協助你將之實踐,這會是多棒的事?</div>
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微軟在11月為office365推出一部紀錄式短片來介紹他們與一位孩子的特別企劃─「Julia的味泡泡機 (Julia’s Flubble Machine)」一台能創造出具有口味的(Flavored)泡泡(Bubble)機器,所以叫味泡泡機(Flubble Machine)。這個乍聽之下絕妙但又難以想像的想法,來自於一位年僅8歲的小女孩Julia,而且藉由Office365,她的想法逐漸成形!</div>
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透過這個短片,微軟不僅成功傳遞了「Great ideas can come from anywhere.」的企業標語,並透過這樣的實踐過程證明「And with right tools, everything is possible.」。雖說是孩子為主題的行銷溝通,但實際的溝通對象其實是更為年長的主要使用者,就像是訴說著:連孩子都可以如此輕鬆的使用了,並且獲得愉悅的體驗,我也一定可以作到吧!與孩子們的合作總是能幫助品牌取得消費者的好感,並容易簡化訊息,能以更直接、不帶負面限制的概念,打進每個消費者心裡的那個小孩。</div>
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<iframe width="320" height="266" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/DHPFziOvvJo/0.jpg" src="https://www.youtube.com/embed/DHPFziOvvJo?feature=player_embedded" frameborder="0" allowfullscreen></iframe></div>
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<span style="box-sizing: border-box; font-size: 14px;">資料來源: Microsoft</span></div>
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<span style="box-sizing: border-box; font-size: 20px;">我的塗鴉朋友是真的! 無期限支持天馬行空的想像。</span></div>
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<span style="box-sizing: border-box; font-size: 20px;">IKEA-soft kid for education</span></div>
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為了讓世界上更多貧窮地區的孩童能藉由教育得到更好的未來,IKEA 與聯合國兒童基金會以及急救助兒童會合作Soft Toys For Education的慈善公益活動,透過這項計畫,IKEA每一個賣出一個玩偶,就會有一歐元或美元捐贈給這些機構。這計畫已行之有年,但今年是第一次以孩童作為設計師,共同創造幫助更多孩童的玩具。今年的10件作品來自於全世界孩童,最終入選的10件有一件是來自於台灣喔。</div>
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在每個孩子心中應該都有著一個美夢,想像自己的塗鴉都擁有真正的生命,活躍於他們眼前與他們玩樂!除了好感度,這樣的合作帶給品牌更多豐富的個性以及與消費的情感連結。孩子為主題的溝通容易消費者在心中建立正向的品牌聯想(brand association),如〝年輕〞、〝原創〞、〝創意〞、〝樂趣〞、〝自由〞等品牌形象。體驗從孩子的視角看世界,讓許多不可能都化為可能。</div>
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-46442949396914152492015-09-01T16:55:00.000+08:002016-01-15T16:56:32.643+08:00《時代雜誌》擁抱社群,化品牌危機為助力<div style="box-sizing: border-box; color: #4f4c4d; font-family: �L�n������, 'Heiti TC Light', 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 16px; line-height: 1.8em;">
<span style="box-sizing: border-box; line-height: 1.5em;"> 美國《時代雜誌》(Time Magazine)為當代最具地位及影響力的刊物品牌,其高水準的封面照片成為經典的更是不為少數。然而,在今年8月17號出版雜誌封面卻跌破大家的眼鏡,慘遭外界評論為最糟糕的封面。</span></div>
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<span style="box-sizing: border-box; line-height: 1.5em;"> 這幅以「虛擬實境」(Virtual Reality)做為封面故事的封面,邀請了虛擬實境技術研發公司「Oculus VR」的創辦人帕爾默·拉奇(Palmer Luckey)擔任封面人物。照片中Palmer Luckey穿著POLO衫及牛仔褲,雙手微張像是漂浮在半空一般,背後還搭配著海灘背景。諸多評論認為,不提燈光、後製及糟糕的背景搭配,其影像不僅令人遺憾的無法傳達身歷其境的感受,太過休閒的打扮加上滑稽的動作不僅摧毀了美感,更間接的貶低了VR的形象。</span></div>
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<span style="box-sizing: border-box; line-height: 1.5em;"> 不僅惡評如潮,網友當然也不放過嘲笑如此滑稽的畫面,大肆的展開一連串的PS惡搞。</span></div>
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<span style="box-sizing: border-box; line-height: 1.5em;"><a data-cke-saved-href="https://twitter.com/Nibellion/status/629364437695209473/photo/1" href="https://twitter.com/Nibellion/status/629364437695209473/photo/1" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; box-sizing: border-box; color: #666666;">Nibel</a></span></div>
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<span style="box-sizing: border-box; line-height: 1.5em;"> 面對毒舌網友的群起惡搞,《時代雜誌》雜誌,並不對此多做解釋。他們選擇幽默以對,選出他們認為最好的37則作品公布在自己的網頁上,也藉機推了自己的當期雜誌一把,順勢提供封面故事的文章連結提醒網友們可以觀看文章,了解虛擬實境如何改變我們玩樂的方式。</span></div>
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<span style="box-sizing: border-box; line-height: 1.5em;">http://time.com/3987961/virtual-reality-time-magazine-cover-memes/</span></div>
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<span style="box-sizing: border-box; line-height: 1.5em;">社群時代, 品牌面對惡評,不僅不能急於銷匿、掩飾自己的錯誤,試著幽默化解是一種解決之道。大家的注意力將不會再聚焦在「《時代雜誌》為什麼選了一幅這麼糟的封面?」而轉移焦點到這些有趣的惡搞創作上。《時代雜誌》反而高招的順勢利用社群的力量為自己新一期的雜誌打了一波漂亮的免費宣傳。</span></div>
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<span style="box-sizing: border-box; line-height: 1.5em;"><span style="box-sizing: border-box; font-size: 14px;">資料來源:</span></span></div>
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<span style="box-sizing: border-box; line-height: 1.5em;"><span style="box-sizing: border-box; font-size: 14px;">http://time.com/3987961/virtual-reality-time-magazine-cover-memes/</span></span></div>
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<span style="box-sizing: border-box; font-size: 14px;"><span style="box-sizing: border-box; line-height: 1.5em;">http://metro.co.uk/2015/08/07/the-internet-doesnt-like-the-new-time-magazine-cover-so-they-photoshopped-it-5331397/</span></span></div>
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-78541328636955975342015-06-01T16:50:00.000+08:002016-01-15T16:52:05.847+08:00刺激的體驗行銷-鼓動突破框架的挑戰<div class="separator" style="clear: both; text-align: center;">
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早就過了單純強調產品特性與品質的行銷時代,如何抓住顧客經驗感受與情感,創造出觸動人心的品牌是每個行銷人的考驗。</div>
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「體驗行銷」正是強調顧客感受的品牌操作手法,而其中的佼佼者,有COCA COLA、IKEA...等眾多品牌,當然別忘了Disney。COCA COLA幾個販賣機的案例,大家一起疊羅漢才能買到可樂,或是將兩個瓶蓋對齊才能打開喝到可樂;IKEA的實體展售間,線上APP型錄;更別說Disney的Disney land,無所不在的讓消費者體驗到這就是那美好的世界。這些品牌以溫暖帶來歡樂、感動,但今天,我們不談溫情的體驗行銷,我們來聊點刺激的!</div>
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<span style="box-sizing: border-box; font-size: 20px;"><strong style="box-sizing: border-box;">「The North Face」如果地板突然消失,該怎麼辦?</strong></span></div>
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<span style="box-sizing: border-box; line-height: 28px;">The North Face是個經營戶外運動用品的美國品牌,鼓勵大家不斷的自我挑戰。</span></div>
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<span style="box-sizing: border-box; line-height: 28px;">「The North Face」如果地板突然消失,該怎麼辦?</span></div>
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The North Face是個經營戶外運動用品的美國品牌,鼓勵大家不斷的自我挑戰。</div>
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當開心的逛街,仔細的選購衣物時,突然!地面開始消失,第一個想法是什麼?地球暖化到了盡頭,還是核能電廠終於發威了?結果是The North Face曾在南韓做了一個有趣的“街頭" 實驗,為了讓你了解,The North Face是個充滿刺激、挑戰的品牌,即使在購買過程中,也要讓你感受到有勇氣挑戰,就有可能成功,透過體驗充分傳達品牌宗旨。</div>
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<span style="box-sizing: border-box; font-size: 14px;">▲商店的地面消失,挑戰者必須不斷攀岩,在30秒內跳躍抓住North Face 的外套!</span></div>
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<span style="box-sizing: border-box; font-size: 20px;"><strong style="box-sizing: border-box;">「UN Women」讓男人在埃及說出自己母親的名</strong></span></div>
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當身邊的人在討論兩性平權時,殊不知有些地方,連說都不能說出,更何況是討論,對他們來說,更是天方夜譚。</div>
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「UN Women」是聯合國的一個機構,推動全球性別平等、女性賦權與反對婦女暴力等。2013年成功的以引人省思的廣告,引起群眾對於這個議題的重視與討論。</div>
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<span style="box-sizing: border-box; font-size: 14px;">▲women to be seen as equal</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">要平等的對待女性</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">▲women cannot accept the way things are</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">女性不能接受的慣例事情是…</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">▲women should have the right to make their own secision.</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">女性應該有自己做決定的權利</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">▲women shouldn't suffer from discrimination anymore.</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">女性不應該再受到歧視了</span></div>
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<span style="box-sizing: border-box; text-align: center;">2015年「UN Women」鼓勵埃及的男人們,在3/21母親節,大聲說出母親的名字。</span></div>
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多數中東國家的小朋友,從小被教育,低下階層的小孩才會讓被別人知道自己母親的名字。一旦被別人知道母親的名字,就會被拿來開玩笑,逐漸成為一種風氣,被人問到母親的名字時,反應是驚訝與覺得丟臉,這支影片鼓勵人們,把社群上的名字,改成母親的名字。</div>
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鼓勵大家透過個小動作,突破男性思維設立的框架,打破社會禁忌從對話開始。社會氛圍的改變,需要時間醞釀,或許當下衝動的踏出了第一步,隔天又卻步,但突破的刺激,讓改變一點一點,變得不同,讓體驗行銷除了體驗,多了些許意義。</div>
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<span style="box-sizing: border-box; font-size: 14px;">資料來源:https://goo.gl/0SJ9EX</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">圖片來源:http://goo.gl/wOruOy</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">http://goo.gl/gWEZog</span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-8139503959875043672015-02-17T16:35:00.000+08:002016-01-15T16:47:43.636+08:00MOVEMBER:公益品牌也能歡樂有個性<div class="separator" style="clear: both; text-align: center;">
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來自澳洲的公益品牌Movember由創辦人Adam Garone在2003年所成立,最初因為想讓鬍子重返流行,突發奇想地把留鬍子運動跟男性健康議題綁在一起來創造話題,因為10月是乳癌防治的粉紅絲帶活動,Garone認為11月是把健康議題從女性延伸到男性的最好時機,因此把Mustache(鬍子)和November(11月) 2單字組合在一起,創立了在11月一起留鬍子募款的Movember活動。12年後,Movember成為金援睪丸癌、攝護腺癌研究的最大贊助者。根據官方統計,去年11月份共有超過70萬人參加活動,成功募款7千5百萬美金</div>
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Movember不主打催淚廣告或感性訴求,而是以幽默、有趣的溝通方式來塑造品牌個性。例如從他們對志工的稱呼便可窺知一二,在Movember裡,男志工叫做Mo Bro,女志工叫Mo Sista,像是朋友般的稱謂,立刻建立起了輕鬆友好的氛圍。而Movember的廣告策略,也是延續品牌幽默、有趣的調性,試圖為留鬍子募資的Mo Bro打造英雄形象。</div>
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<span style="box-sizing: border-box; font-size: 14px;">▲除了官方的Mo Hero系列影片,也會有Mo Bro為美漫英雄、明星後製鬍子的創意作品。</span></div>
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為了降低女性對另一半留鬍子的反感,Movember的廣告把參與活動的Mo Bro塑造成讓Mo Sista感到驕傲的對象。</div>
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<span style="box-sizing: border-box; line-height: 1.8em;">因為公益活動和募款餐會常常太嚴肅,Movember選擇跳脫這樣的框架,將募款活動變成一個大型的Party,讓人人都想來參加。甚至許多品牌、公家單位都搶著為產品畫上鬍子,參與這場盛會。不管是11月1號的鬥陣刮鬍日、鬍子路跑活動,或活動結束後的盛大派對,Movember持續地營造著大家一起來玩樂、做公益的氛圍。</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">▲ Movember Gala Party邀請募款人變裝出席,更在派對中選出今年度最佳鬍子造型獎、最佳服裝造型等獎項</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">▲多家航空公司贊助宣傳Movember活動。</span></div>
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與其傳遞單一的品牌故事,Movember更擅於讓募款人自己說故事,他們鼓勵成員告訴周遭的人為何要留鬍子?更在網站終提供專區,讓每位Mo Bro建立自己的募款專頁,寫下為何參與活動的故事,再透過社群媒體把活動推廣出去。為了讓活動能快速擴及全球,Movember導入共創概念,鼓勵成員自己舉辦Mo Party募款活動,而Movember只提供宣傳物設計和建議手冊,這樣的方法不但為Movember省下推廣費用,更有效地透過Mo Bros& Mo Sistas的人際網路,為品牌迅速累積全球知名度,至去年止,已有21個國家、51個城市共同響應。</div>
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<span style="box-sizing: border-box; font-size: 14px;">▲募款專頁上有Mo Bro參與Movember的年資和原因、個人和團隊募款金額等資訊,成員還能跟捐款者在下方留言區互動。</span></div>
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Movember用輕鬆幽默的態度討論嚴肅議題,因此受到許多人的喜愛和支持。這是比較少在台灣的公益團體中看到的策略,或許我們將來也能改以更輕鬆有趣的方法來募款,讓公益活動能變得好玩又有意義!</div>
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<span style="box-sizing: border-box; font-size: 14px;">資料來源:</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">http://goo.gl/nVa1lk</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">圖片來源:</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">http://goo.gl/nVa1lk</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">http://goo.gl/58aODN</span></div>
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<span style="box-sizing: border-box; font-size: 14px;">http://goo.gl/NKzbhY</span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-59989045712874226102014-12-01T15:58:00.000+08:002016-01-15T16:28:31.980+08:00攜手消費者,共創品牌未來<div style="box-sizing: border-box; color: #4f4c4d; font-family: �L�n������, 'Heiti TC Light', 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 16px; line-height: 28px;">
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<span style="box-sizing: border-box;"><span style="box-sizing: border-box; line-height: 1.5em;">近兩年「共創」(Co-creation)這個單字開始大量被提及,Michael Dell相信「共創」能為Dell創造絕佳機會,P&G前任執行長A.G. Lafley 認為品牌必須和顧客一起創造,並且讓他們從頭到尾參與「共創」。BMW 、SONY、LEGO 紛紛建立起「共創」網路平台,當財星500大企業都開始積極與把與消費者的共創概念融入品牌策略時,你還在自己埋頭苦幹嗎?</span></span></div>
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<span style="box-sizing: border-box; font-size: 20px;"><span style="box-sizing: border-box; line-height: 1.5em;"><strong style="box-sizing: border-box;">什麼是共創?</strong></span></span></div>
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<span style="box-sizing: border-box;"><span style="box-sizing: border-box; line-height: 1.5em;">品牌創造產品和價值,消費者拿錢換取的舊時代商業模式,將逐漸被以「共創」概念為出發點的經營模式所取代,「共創」概念以消費者為核心,讓他們參與品牌價值創造過程,不用再對著貨架上數十種商品,苦惱找不到滿意產品,而是化被動為主動,參與品牌研發、行銷活動、廣告創意發想、甚至是訂價策略。這個聽來大膽的策略,正是許多知名品牌正在努力實踐的方向。到底該如何把「共創」概念融入企業價值鍊呢?下面將分享兩個成功的案例。</span></span></div>
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<strong style="box-sizing: border-box;"><span style="box-sizing: border-box; font-size: 20px;"><span style="box-sizing: border-box; line-height: 1.5em;">LEGO IDEAS:讓玩家參與產品開發</span></span></strong></div>
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<span style="box-sizing: border-box;"><span style="box-sizing: border-box; line-height: 1.5em;">因樂高迷喜愛創作和討論作品的特性,LEGO打造了LEGO IDEAS網路平台,一個讓玩家作品有機會成為LEGO新品的夢幻舞台,當玩家把作品分享到平台後,只要在期限內集滿1萬票支持,樂高的產品開發團隊將開會討論商品化可行性,最終被核准的作品,就可以在市面上買到了!LEGO讓粉絲提供新品點子、投票決定能商品化的產品、輸入願意購買的價格,準確抓到了消費者喜好和接受價格帶,成功模糊化消費者和品牌間的界線,讓消費者成為LEGO一份子,這種像是夥伴的關係,使LEGO粉絲的忠誠度大勝競爭對手。</span></span></div>
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<span style="box-sizing: border-box; font-size: 14px;"><span style="box-sizing: border-box; line-height: 1.5em;">▲<span class="Apple-tab-span" style="box-sizing: border-box; white-space: pre;"> </span>樂高的魔鬼剋星30週年紀念版,是玩家於LEGO IDEAS平台分享,得到眾人支持而上市的作品。</span></span></div>
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<strong style="box-sizing: border-box;"><span style="box-sizing: border-box; font-size: 20px;"><span style="box-sizing: border-box; line-height: 1.5em;">Doritos:大膽採用素人自製廣告 </span></span></strong></div>
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<span style="box-sizing: border-box;"><span style="box-sizing: border-box; line-height: 1.5em;">美式足球冠軍賽-超級盃,以一億人口的驚人收視率,成為推新品、打知名度的兵家必爭之地,以2014年來說,廣告費每秒1.2億台幣,高額成本和廣大收視群,讓廣告業主冒著極大風險,畢竟沒人會想花20-30億砸掉招牌,因此,Doritos舉辦了Crash the Super Bowl活動,號召全民為Doritos製作超級盃廣告,為了拿到100萬美金的高額獎金,參賽者無不努力推廣自己的作品和活動,讓活動熱度一路延燒了5個月,而Doritos素人自製廣告,常是超級盃結束後,票選觀眾最喜愛廣告常勝軍,Doritos向大眾借創意的成功案例,說明了共創概念作為企業廣告行銷策略的可行性。</span></span></div>
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<span style="box-sizing: border-box;"><span style="box-sizing: border-box; line-height: 1.5em;">2014 獲勝影片Doritos Time Machine </span></span><br />
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<span style="line-height: 1.5em;">當然,讓消費者參與共創也不是沒有風險的,像紐約警察為提升形象的「#myNYPD」活動,邀請網友在Twitter分享與紐約警察的合照,卻變成網友宣洩不滿的管道,短短幾小時內,NYPD的Twitter官方帳號盡是紐約警察執法過當的照片,更因此成為國際醜聞,反而讓NYPD的黑名被更多人知道,從NYPD的慘痛經驗中,可以發現當品牌本身有負面形象,邀請消費者參與品牌共創時,可千萬要三思呀!</span></div>
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<span style="box-sizing: border-box; font-size: 14px;"><span style="box-sizing: border-box; line-height: 1.5em;">▲<span class="Apple-tab-span" style="box-sizing: border-box; white-space: pre;"> </span>因為NYPD多次執法過當的事件,讓原本立意良好的活動,變為紐約網友宣揚負面形象的管道。</span></span></div>
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<span style="box-sizing: border-box; font-size: 8px;">資料來源:</span></div>
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<span style="box-sizing: border-box; font-size: 8px;"><span style="box-sizing: border-box; line-height: 1.8em;">http://goo.gl/dof2Kq</span></span></div>
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<span style="box-sizing: border-box; font-size: 8px;">圖片來源:</span></div>
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<span style="box-sizing: border-box; font-size: 8px;">http://goo.gl/ZN9vRQ</span></div>
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<span style="box-sizing: border-box; font-size: 8px;">http://goo.gl/j8oz7a</span></div>
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<span style="box-sizing: border-box; font-size: 8px;">http://goo.gl/c2ZefJ</span></div>
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-63397288729100443702014-09-02T20:12:00.000+08:002014-09-25T20:18:07.128+08:00城市行銷新典範!萌翻全球熊本熊<div align="center" class="MsoNormal" style="text-align: center;">
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<span style="font-family: 微軟正黑體, sans-serif; font-size: 10pt;">關於商品的品牌行銷你或許已司空見慣,拍廣告、公關活動、代言、網路擴散等,腦中可能立刻浮現各種解決之道。可是,如果今天要推廣的品牌是座城市呢?</span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">熊本縣,這座人口僅<span lang="EN-US">180</span>萬人的日本傳統農業縣,別開生面地開發了這項秘密武器-熊本熊(酷<span lang="EN-US">Ma</span>萌),靠著它,熊本縣在全國知名度躍升到近<span lang="EN-US">9</span>成,觀光人數增加近<span lang="EN-US">19</span>萬人,而且<span lang="EN-US">2012</span>年熊本熊週邊商品的銷售額還高達<span lang="EN-US">293</span>億<span lang="EN-US">6</span>千萬日圓!近期連台灣便利商店都趕搭熱潮,推出一系列熊本熊商品。來自偏遠鄉村的熊本熊,到底如何躍上國際舞台?《橘人誌》帶你一起探討!<span lang="EN-US"><o:p></o:p></span></span></div>
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<b><span style="font-family: "微軟正黑體","sans-serif"; mso-bidi-font-size: 12.0pt;">城市行銷的多元面貌</span></b></h4>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">觀光是各國爭相發展的新經濟,為了讓自家風土民情更吸引人,城市無不想盡辦法大玩創意。包含以創意產業為國家重點發展方向的英國,藝術節、嘉年華,令國內外民眾爭相朝聖,英國倫敦博物館還製作了<span lang="EN-US">App (<a href="http://www.museumoflondon.org.uk/MuseumOfLondon/Resources/app/you-are-here-app/index.html"><span style="color: windowtext; text-decoration: none; text-underline: none;">Streetmuseum</span></a>)</span>,透過擴增實境,走在街頭就能看見歷史重現。又如澳洲興盛的打工旅遊、及話題性十足的「全世界最棒的工作」,城市的能見度大幅提升,進而繁榮經濟,為地方創造更多機會。<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">雖然只是個偏遠的農業縣市,熊本縣也希望為爭取更多利基。看準九州新幹線熊本站通車的時機,熊本縣毫無行銷背景的公務員們憑著滿腔熱血開始一連串計畫。先是請來在地作家小山薰堂、設計水野學完成熊本熊原型,後來一步一腳印地街頭突襲宣傳、發送名片,並特別研究容易引人發笑的肢體動作,讓熊本熊充滿幽默感。雖然因為<span lang="EN-US">311</span>地震,熊本熊沒能順利亮相,不過街頭活動和逗趣可愛的網路影片已經造成火熱話題!<span lang="EN-US"><o:p></o:p></span></span><br />
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<b><span style="font-family: "微軟正黑體","sans-serif"; mso-bidi-font-size: 12.0pt;">免費授權全球擴散</span></b></h4>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">引發話題後,熊本熊又該如何延續熱潮,讓更多人認識呢?熊本縣政府採取大量曝光策略。只要與推廣熊本縣相關,就能免費使用熊本熊肖像使用權!熊本縣犧牲授權金,以退為進,換取熊本熊更大知名度。從誕生到現在,熊本熊已累積兩萬件以上授權商品,食衣住行育樂各層面無所不包,近期還越洋成為台灣便利商店的新寵兒,超高人氣可見一斑!<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">經由大量授權,熊本熊身價反而水漲船高,熊本縣廳統計前年週邊商品銷售額就高達<span lang="EN-US">293</span>億<span lang="EN-US">6</span>千萬日圓,許多當地小企業,甚至靠著熊本熊的授權商品,重新找到進入市場的契機!<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">▲熊本熊授權商品種類繁多,如日本田宮推出熊本熊限量四驅車,開賣即秒殺售完。<span lang="EN-US"><o:p></o:p></span></span></div>
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<b><span style="font-family: "微軟正黑體","sans-serif"; mso-bidi-font-size: 12.0pt;">從熊本熊認識熊本縣</span></b></h4>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">以往城市行銷多是經營自身特色,熊本熊卻樹立了另外一種新典範:先迷上吉祥物,再認識地方。商業產品的虛擬代言人比比皆是,但對於城市來說,成功案例實在不多。熊本熊團隊大膽採用這樣的策略,並透過細膩全面的話題操作,讓熊本熊紅遍日本,進軍全球。<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">誰說城市行銷一定得推廣傳統文化或特色景點?熊本熊的案例體現了另一種可能性。現在,熊本熊的世界觀越來越完整,擁有「熊本縣營業課長」職位,有辦公室、有粉絲團、還得天天走訪行程、有時鬧失蹤讓粉絲們尋找一下,並且在去年七月成立熊本熊廣場,不僅滿足了廣大粉絲,也成為地方文化的一部份。<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">▲熊本熊廣場設立的課長辦公室<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">▲熊本熊廣場有限定的週邊商品販售區<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 8.0pt; mso-bidi-font-size: 11.0pt;">參考資料:<span lang="EN-US"><o:p></o:p></span></span></div>
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Anonymoushttp://www.blogger.com/profile/08824846319294235711noreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-42888360119750714732014-06-03T11:57:00.000+08:002014-09-25T20:06:41.443+08:00回家,感受團聚的幸福<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgo7tIPMQidGEJA_gOvqYIgb5dA10N_nxLSBipcBxwQ2GBsbZvk5QbE2TSnbzN5WflDudsgt52s0GAYQ2xtgdBgTW5IjiGzIdmAhwnA7SonWHc5ztiYm07Gd6LWFMtwgIsqMB40cRgYiFo/s1600/%E5%9C%961.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Arial, Helvetica, sans-serif;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgo7tIPMQidGEJA_gOvqYIgb5dA10N_nxLSBipcBxwQ2GBsbZvk5QbE2TSnbzN5WflDudsgt52s0GAYQ2xtgdBgTW5IjiGzIdmAhwnA7SonWHc5ztiYm07Gd6LWFMtwgIsqMB40cRgYiFo/s1600/%E5%9C%961.jpg" height="225" width="400" /></span></a></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">有多久沒好好與家人坐在一起吃飯了?鍋碗瓢盆、食物餐盤,廚房其實是個非常複雜的空間,忙碌的現代人無法分神好好打理,原本應該舒適溫暖的用餐角落很容易就變得雜亂不堪,讓難得相聚時間留下遺憾。<span lang="EN-US">IKEA</span>規劃的夢想廚房空間,裡面充滿高度客製化的廚房用品,因應現代人要求多元又能唾手可得的生活模式,步調井然有序!</span></div>
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<b><span style="font-family: Arial, Helvetica, sans-serif;">相聚的初衷<span lang="EN-US"><o:p></o:p></span></span></b></div>
<span style="font-family: Arial, Helvetica, sans-serif;"><span lang="EN-US">IKEA</span>以往除了強調打造個人風格的空間和對家的舒適感外,喚醒對家的重視一直是他們主要的核心價值。最新廣告以很具體的方式表現無形「家」的概念,影片中雖然大家各忙各的,但是都圍繞著共同的核心打轉,手邊的工作也都是為了準備和家人團聚那重要的一餐。巧妙地演出了每一個人努力工作的原點,象徵家人彼此的心始終緊緊相繫,就像圍著餐桌旋轉的向心力一樣。</span><br />
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<!--[if !supportLists]--><span style="font-family: Arial, Helvetica, sans-serif; font-size: small;"><span lang="EN-US">▲</span>廚房是家中最忙碌的空間之一,也可以說是一個家重要的核心所在。<span lang="EN-US"><o:p></o:p></span></span></div>
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<b><span style="font-family: Arial, Helvetica, sans-serif;">到家裡坐坐吧</span></b></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-ve4_3zOHb5N6-aU9AIpk6d8DmMn6ZK4v84V51l61ixeco0nSfWJxXfrUVCdwxKJQPtd9qAtDJd-EGnNZBgCACcwl8t2BJ6Ycv4GuRMANadi7XSUUldqOYHLH6KhFfKpNMGQ_PE2uM_g/s1600/%25E5%259C%25964.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Arial, Helvetica, sans-serif;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-ve4_3zOHb5N6-aU9AIpk6d8DmMn6ZK4v84V51l61ixeco0nSfWJxXfrUVCdwxKJQPtd9qAtDJd-EGnNZBgCACcwl8t2BJ6Ycv4GuRMANadi7XSUUldqOYHLH6KhFfKpNMGQ_PE2uM_g/s1600/%25E5%259C%25964.jpg" height="258" width="400" /></span></a></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">除了和家人相聚,朋友的聚會也是令人難忘的重要時刻!你還記得最後一次與朋友相聚的地點嗎?是氣質咖啡廳或特色簡餐店?大家聚在一起無非希望可以無所拘束地暢談任何大小事,徹徹底底地放鬆自己;可是,絕大多數人都忘記了這個絕對任你放肆的好地方-自己家!於是,<span lang="EN-US">IKEA</span>這次專門打造一個家,讓每個人都有機會把<span lang="EN-US">IKEA</span>的舒適設計「當自己家」,順便再把這份美好帶回家</span><span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-language: ZH-TW;">!</span></div>
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<!--[if !supportLists]--><span lang="EN-US" style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt; mso-bidi-font-family: 微軟正黑體;">▲</span><span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">到「<span lang="EN-US">IKEA</span>的家」網路預約,只要提出聚會的好理由,每天</span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">都有一組消費者可體驗在「家」聚聚!</span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">材質與溫暖的視覺氛圍。<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">融入到佳餚中,更能滿足我們的味蕾!<span lang="EN-US"><o:p></o:p></span></span></div>
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-1841314610171028022014-03-17T12:18:00.000+08:002014-03-17T12:18:09.922+08:00Electrolux 吸塵器品牌哲學<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-Y50CWdmANLc/UyZ2Ipz9eeI/AAAAAAAAAjg/LT69CXnmUjs/s1600/1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><img border="0" src="http://4.bp.blogspot.com/-Y50CWdmANLc/UyZ2Ipz9eeI/AAAAAAAAAjg/LT69CXnmUjs/s1600/1.jpg" height="300" width="400" /></span></a></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">以前,當我們在購買電器用品時,重質不重外觀,通常以高知名度、老品牌、良好的售後服務為優先選擇,而現在,不但講求創新的功能性,也要有良好的品牌形象與具有設計感的獨特外觀,重要的是以「消費者導向」為出發點,才會吸引消費者的目光。</span><br />
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<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">從各面向強調<span lang="EN-US">Electrolux</span>性能的創意廣告。</span></td></tr>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br />而<span lang="EN-US">Electrolux</span>就是一個從「消費者導向」取勝的瑞典老品牌,從<span lang="EN-US">1919</span>年發明第一台的吸塵器開始,接著冰箱、洗衣機、洗碗機…在每個時期,<span lang="EN-US">Electrolux</span>持續創新、設計、生產符合消費者真正需求的電器,先觀察我們的生活,再改變我們生活,讓它成為全球白色家電最大製造商之一,也同時位居吸塵器全球市佔率第一的領導品牌。<br /></span><a href="http://1.bp.blogspot.com/-dhx9bL6tN8Q/UyZ2I-rguiI/AAAAAAAAAjw/_SvbsL2oSEE/s1600/2.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"></span></a><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">當你看到這五款繽紛的吸塵器有什麼感覺?仔細看你會發現,裡面不是寶物,而是來自於五大世界海域的「塑膠垃圾」,他們有著美麗又鮮豔的外表,像是毒蛇般在吞噬著我們的海洋生態。而<span lang="EN-US">Electrolux</span>與國際間的海洋研究和環保組織合作,展開「來自海洋的吸塵器環保行動」<span lang="EN-US">(Vac
From The Sea Project)</span>,把這些人造的塑膠垃圾裝在吸塵器裡,嘗試喚起我們回收的觀念,「垃圾不留地,延續美麗的家園」。<span lang="EN-US">Electrolux</span>除了為企業創造營利外,也為了我們的未來,落實以「消費者導向」的品牌經營。<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><b><span lang="EN-US">43</span></b><b>分貝</b><b>
超靜音</b><b><span lang="EN-US"><o:p></o:p></span></b></span></div>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">上班累一天,回到家當然想將所有的噪音污染排除在門外,享受獨自寧靜的生活,或是聽一場音樂饗宴,在國家劇院不但有高規格、高音質的享受,再加上音符和空氣的撞擊震撼,抒發疲勞、沉浸在柔和與激昂的氛圍裡。在嚴重的噪音污染中講求靜音的時代,<span lang="EN-US">Electrolux</span>與交響樂合作,為了宣傳<span lang="EN-US">Ergothree</span>超靜音吸塵器的新產品。在演奏與吸塵器運行中,以不超過<span lang="EN-US">43</span>分貝為目標,不但交響樂挑戰自己極限,也傳遞產品的特點,讓人留下深刻的印象和購買的慾望。<span lang="EN-US">Electrolux</span>的「體貼、設計、創新」,使它成為全球消費者最信賴的品牌之ㄧ。</span><br />
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<b><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">真空的藝術<span lang="EN-US"><o:p></o:p></span></span></b></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">除了為我們帶來便利的生活方式外,「創新」也是<span lang="EN-US">Electrolux</span>的品牌架構之一,<span lang="EN-US">Electrolux</span>與泰國藝術家<span lang="EN-US">Chalit Nakpawa</span>合作,以「傾聽、而不多言」的一貫作風,將最新「<span lang="EN-US">UltraCaptic</span>」真空吸塵器的力量與可控性發揮到超乎我們的想像,提昇我們對於家庭電器的印象,更佩服現代科技進步與<span lang="EN-US">Electrolux</span>的行銷手法。<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">相較於其他吸塵器廣告的突破性的創意的想法,<span lang="EN-US">Electrolux</span>的廣告行銷手法,以高格調、沉穩的廣告模式,選擇具有獨特性的素材,慢慢鋪陳、循序漸進,最後才懂得它細膩的傳遞產品的特性。這樣慢步調的手法,讓人感覺樸實、誠懇,不是為了設計而設計,而是為了使用者而設計產品。</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">參考資料:<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span lang="EN-US">Inspiration
Hut </span><span lang="EN-US"><a href="http://inspirationhut.net/">http://inspirationhut.net/</a></span><span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span lang="EN-US">Electrolux </span><span lang="EN-US"><a href="http://www.electrolux.com.tw/">http://www.electrolux.com.tw/</a></span><span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span lang="EN-US">ADWeek
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">大人物
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<b><span style="font-family: Arial, Helvetica, sans-serif;">聖誕限定 • 特別獻禮<span lang="EN-US"><o:p></o:p></span></span></b></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">只要相信,聖誕老人就不只是傳說!<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">橘子和你一樣長不大,節慶限量版聖誕小橘人登場,<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">準備陪你開心過聖誕,一起大玩特玩!<span lang="EN-US"><o:p></o:p></span></span></div>
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<b><span lang="EN-US"><span style="font-family: Arial, Helvetica, sans-serif;">Xmas Special Tidings<o:p></o:p></span></span></b></div>
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<span lang="EN-US"><span style="font-family: Arial, Helvetica, sans-serif;">You better believe it, Santa’s coming to town!<o:p></o:p></span></span></div>
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<span lang="EN-US"><span style="font-family: Arial, Helvetica, sans-serif;">Gamania loves parties just as much as you do.<o:p></o:p></span></span></div>
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<span lang="EN-US"><span style="font-family: Arial, Helvetica, sans-serif;">Gama Buddy is here to make your Christmas
merrier!</span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">使用說明 </span><b><span lang="EN-US"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Instructions:</span></span></b></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">橘色聖誕節,讓限量版聖誕小橘人為你帶來雙倍溫暖!<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; text-indent: -18pt;">Let Gama Xmas Buddy double warm up your
Christmas spirit!</span></div>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVIvqAVUhseQDyNj64HL3zwwZXuIQBQCr-2j6pdwr9CQ1RUtQIU_S8mHn9jWwumquoehjp7frJaNpxCQ52jeaPPOH7WDeQXwJEcakIZ34Lf88O3R_fRXKStCsp7hQm8aerLSq_gQF4rtE/s1600/DSC_1192.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVIvqAVUhseQDyNj64HL3zwwZXuIQBQCr-2j6pdwr9CQ1RUtQIU_S8mHn9jWwumquoehjp7frJaNpxCQ52jeaPPOH7WDeQXwJEcakIZ34Lf88O3R_fRXKStCsp7hQm8aerLSq_gQF4rtE/s1600/DSC_1192.JPG" height="265" width="400" /></a></td></tr>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small;">暖暖包放進束口袋,溫暖加倍。</span></div>
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<span lang="EN-US"><span style="font-family: Arial, Helvetica, sans-serif; font-size: small;"> Place the heat pack in the pouch to keep warm all day long</span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXxz_d_g-kjCbHPZmQRkKluDKV3_eIJKG0H7Lu_KeFNhUGKYET_beDvFAaf2FHj7TQLqo-d3xNSD41R4UjXTr-DNIWCOoJlh0vso4ChYsoLyC6BJ5fhEwIxtxbj4aagAGReLJN3Hjk9JE/s1600/DSC_1143.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXxz_d_g-kjCbHPZmQRkKluDKV3_eIJKG0H7Lu_KeFNhUGKYET_beDvFAaf2FHj7TQLqo-d3xNSD41R4UjXTr-DNIWCOoJlh0vso4ChYsoLyC6BJ5fhEwIxtxbj4aagAGReLJN3Hjk9JE/s1600/DSC_1143.JPG" height="263" width="400" /></a></div>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgefe6QRxXf3rvQ6TAXXc6u7LSBveurLPm5ird30-hklgRVcLz88u4XZB7IVKGQAAtzZ75y3FMfiUZ8_VrMgcU95x3AUalrE75QbshXzwj1jCQBMnvHr3EBNIVzPBkLCRMzrXbS4hqm-LE/s1600/DSC_1150.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgefe6QRxXf3rvQ6TAXXc6u7LSBveurLPm5ird30-hklgRVcLz88u4XZB7IVKGQAAtzZ75y3FMfiUZ8_VrMgcU95x3AUalrE75QbshXzwj1jCQBMnvHr3EBNIVzPBkLCRMzrXbS4hqm-LE/s1600/DSC_1150.JPG" height="277" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: small;"><span style="text-indent: -18pt;">雙面束口袋,兩種搭配超可愛。</span></span><br />
<span lang="EN-US"><span style="font-family: Arial, Helvetica, sans-serif; font-size: small;">Turn the pouch inside-out for a different design</span></span></td></tr>
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-12312502425693700822013-12-03T19:10:00.001+08:002013-12-03T19:11:22.237+08:00Dare to Be Tender!<div align="center" class="MsoNormal" style="mso-line-height-alt: 12.0pt; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjGTXZokynZV6giDyLqfCcxfXLrQiGnIGTTbCfX5oOUlRrPAiJYCIjo0wtnQbhUpnBVgrglQPuoD6fxaeYkknSdP8o71CmVF_It4EP7isrf6YEcg0Z962bhuePBxiw62XIiTcb2dpgJXdI/s1600/1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="220" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjGTXZokynZV6giDyLqfCcxfXLrQiGnIGTTbCfX5oOUlRrPAiJYCIjo0wtnQbhUpnBVgrglQPuoD6fxaeYkknSdP8o71CmVF_It4EP7isrf6YEcg0Z962bhuePBxiw62XIiTcb2dpgJXdI/s400/1.jpg" width="400" /></a></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">當逛超市或便利商店的的時候,精明的消費者免不了對價格和容量斤斤計較,盤算著哪個比較划算;那麼,
假如你看到一個巧克力包裝上明顯少了一塊,是否還會繼續消費? <span lang="EN-US"><o:p></o:p></span></span></div>
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<b><span lang="EN-US" style="font-family: "微軟正黑體","sans-serif";">The Last
Square <o:p></o:p></span></b></div>
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<span lang="EN-US" style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">Milka Chocolate</span><span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">最近在包裝創意上面連續推出兩波有趣的行銷手法。首先,大膽地製造比以往數量還少一顆的特別包裝,
因此有人覺得困惑、猶豫,好奇心油然而生。<span lang="EN-US">Milka</span>以「少一塊巧克力」抓住大家的注意力。雖說少了一塊但是價格卻沒變,那既然這樣消費者還會買單嗎?如此行銷手法成功地引起話題。<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">原來,消失的巧克力並沒有浪費,當我們在網站上輸代碼及收件對象之後,就會有人將信及那塊獨一無二的巧克力寄出。民眾收到巧克力後,紛紛如代言般地上傳分享,增強了二次傳播力;這也就是為何<span lang="EN-US">Milka </span>能成功地反向操作,利用消費者來曝光品牌知名度的原因了。 除此之外,利用收到禮物般好奇和期待的心理,不僅帶給對方驚喜瞬間更能拉近彼此的距離。
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt; mso-no-proof: yes;">▲卡片客製化服務。消費者上網輸入代碼之後,填寫收件人基本資料及想要傳遞的訊息。<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">▲收件者將會收到與寄件者相同代碼的巧克力。<span lang="EN-US"><o:p></o:p></span></span></div>
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<b><span style="font-family: "微軟正黑體","sans-serif";">紫牛的牽連力<span lang="EN-US"><o:p></o:p></span></span></b></div>
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<span style="font-family: 微軟正黑體, sans-serif; font-size: 10pt;">在第二波行銷手法中,</span><span lang="EN-US" style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">Milka</span><span style="font-family: 微軟正黑體, sans-serif; font-size: 10pt;">將紫牛與販賣機作為包裝行銷的一組創意亮點。<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: 微軟正黑體, sans-serif; font-size: 10pt;">當人與人牽起手來,兩端同時碰觸紫牛的腳和販賣機上的按鈕之後,免費巧克力隨即掉落;不過這時紫牛又再次往後退,需要更多人加入才能完成。只靠一個人的力量未必能得到想要的,如果有人自願伸出援手幫忙,最終得到的東西必定覺得很特別,也會是個難忘的經驗。<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">▲人龍的串連與實際的接觸。<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: 微軟正黑體, sans-serif; font-size: 10pt;">同樣延續第一波的理念和目的,此次也鼓勵著我們拉近人與人之間的距離。都市人口越密集,距離反而卻越疏遠,藉由這樣的活動可以試驗與反思人情味。</span><span lang="EN-US" style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">Milka </span><span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">以兩波活動貫徹品牌「勇於關懷 <span lang="EN-US">(Dare To Be Tender!)</span>」的精神,實現人們主動親近和關心的行為,親身參與活動的消費者都能感受到品牌帶來的溫暖和喜悅。</span><b><span lang="EN-US" style="font-family: "微軟正黑體","sans-serif"; font-size: 20.0pt; mso-bidi-font-family: "Heiti TC Light";"><o:p></o:p></span></b></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 8.0pt;"><b>參考資料:</b><span lang="EN-US"><o:p></o:p></span></span></div>
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Anonymoushttp://www.blogger.com/profile/08824846319294235711noreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-47091857856514332402013-10-25T14:29:00.002+08:002013-12-03T18:57:27.268+08:00客製3D列印!打造夢幻品牌體驗!<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiUpsFVF-_0xQYa-A2h5AIap2PF-GO8onuLFitvCCgmQB1aHTGYNIZ9Ziu1y-mvTV45LFGWpIRBedVgwksMN7Hml-kUhYzJ8q2fv9p8xFsz6jVB0oq_xkwVpMu_2atnMx9B0HZ0UsrDRtM/s1600/1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: inherit;"><br /><img border="0" height="350" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiUpsFVF-_0xQYa-A2h5AIap2PF-GO8onuLFitvCCgmQB1aHTGYNIZ9Ziu1y-mvTV45LFGWpIRBedVgwksMN7Hml-kUhYzJ8q2fv9p8xFsz6jVB0oq_xkwVpMu_2atnMx9B0HZ0UsrDRtM/s400/1.jpg" width="400" /></span></a></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">你可能天天都要印圖片、印資料,然而在科技進步的今日,連栩栩如生的<span lang="EN-US">3D</span>人形都能被「列印」出來了!<span lang="EN-US">3D</span>列印的發展很早,近期開始被廣泛利用在工業、醫療、文創等各領域,雖然目前尚未普遍,機器造價不低,聰明的行銷人已搶在大流行前在消費者間創造了一波波話題!讓我們來看看可口可樂和<span lang="EN-US">Volkswagen</span>如何用<span lang="EN-US">3D</span>列印更貼近消費者!<span lang="EN-US"><o:p></o:p></span></span></div>
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<b><span style="font-family: "微軟正黑體","sans-serif"; mso-bidi-font-size: 12.0pt;">喝可口可樂遇見迷你版的自己<span lang="EN-US"><o:p></o:p></span></span></b></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">有沒有想過和迷你版的自己見面呢?可口可樂在以色列推出迷你瓶宣傳活動,活動中能得到一個和自己一模一樣的迷你版<span lang="EN-US">3D</span>列印公仔喔!參加者只要先用<span lang="EN-US">APP</span>創作出自己迷你版的樣子並在比賽勝出,就能免費前進可口可樂總部<span lang="EN-US">3D</span>列印實驗室量身打造一個迷你版公仔!這個活動讓大小版可樂和大小版自己的印象互相連結,兩方互相對照,傳達出迷你版本質不變,歡樂不變的概念,延續可口可樂品牌一貫風格。而且,不單單得到迷你版公仔本身經驗難得,能進入可口可樂總部參與全部製作過程,更是消費者和可口可樂間最特別的品牌記憶呢!<span lang="EN-US"><o:p></o:p></span></span></div>
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<b><span style="font-family: "微軟正黑體","sans-serif"; mso-bidi-font-size: 12.0pt;">你的車 就該與眾不同<span lang="EN-US"><o:p></o:p></span></span></b></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">雖然挑選車子也是一種樂趣,但如果可以開著自己設計的車到處跑,那該是一件多麼值得驕傲的事啊!<span lang="EN-US">Volkswagen</span>去年推出活動「<span lang="EN-US">The Polo Principle</span>」,只要自行上網創作出具有個人特色的汽車外殼,就用<span lang="EN-US">3D</span>列印製作出來送你當紀念!後續還有展覽發表、更有機會開到自己設計的車!<span lang="EN-US">Volkswagen</span>充分利用<span lang="EN-US">3D</span>列印功能,創造消費者獨一無二的體驗,儘管只是小小的模型車,收到的人想必對品牌印象深刻,好感度暴增!<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: inherit;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/46rCu9l0sxs?feature=player_embedded' frameborder='0'></iframe></span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 8.0pt;">參考資料:<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 8.0pt;">圖片來源:<span lang="EN-US"><o:p></o:p></span></span></div>
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Anonymoushttp://www.blogger.com/profile/08824846319294235711noreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-46759158191882763742013-09-19T20:21:00.000+08:002014-01-02T20:23:31.381+08:002013 Happy Moon Festival!<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhUo_y1sfrVT9d882pYwiQ-4NH6FrF1VUl2XUdqe5AHsNYUzBz9dxPZTiRbgrsaIDjdHoH6RGpAmex_VOYg5ekH5HqJvi4RJ9eVm_l86WTMi5hPXY_DypW_L4FpbhVjWweQcsymDhzHoXA/s1600/DSC_0333.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="265" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhUo_y1sfrVT9d882pYwiQ-4NH6FrF1VUl2XUdqe5AHsNYUzBz9dxPZTiRbgrsaIDjdHoH6RGpAmex_VOYg5ekH5HqJvi4RJ9eVm_l86WTMi5hPXY_DypW_L4FpbhVjWweQcsymDhzHoXA/s400/DSC_0333.JPG" width="400" /></a></div>
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<span lang="EN-US"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Happy
Moon Festival!</span></span></div>
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Happy Gathering!</span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">自古以來,「月圓人團圓」的習俗寄託著人們對於團圓的渴望<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">而尋找月亮上的月兔也成為人們團圓賞月的一個樂趣<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">今年中秋,橘子將月兔從月亮上帶了下來<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">月兔小橘人將與您一起慶中秋、賀團圓、賞明月!</span></div>
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<span lang="EN-US"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The <span style="border: none windowtext 1.0pt; mso-border-alt: none windowtext 0cm; padding: 0cm;">“Full moon for family reunions” symbolizes happy family gathering.</span><o:p></o:p></span></span></div>
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<span lang="EN-US"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The
search for the Lunar Rabbit is a holiday joy </span></span><br />
<span lang="EN-US"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">under the beautiful full moon.<o:p></o:p></span></span></div>
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<span lang="EN-US" style="border: 1pt none windowtext; padding: 0cm;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">This year, Gama Lunar Rabbit Buddy wishes goo</span></span></div>
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<span lang="EN-US" style="border: 1pt none windowtext; padding: 0cm;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">d tidings to you, </span></span></div>
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<span lang="EN-US" style="border: 1pt none windowtext; padding: 0cm;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">and Happy Moon Festival!</span></span></div>
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-89825932606914753142013-07-03T17:37:00.001+08:002013-07-03T17:38:54.678+08:00源源不絕的太陽能充電廣告板<div class="separator" style="clear: both; text-align: center;">
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">有時候在觀察品牌案例的時候,我們總是從品牌主的角度來看他們要表達的訊息。如果反過來想,一塊薄薄的太陽能發電板如果把它做成廣告板來打廣告,可以做成甚麼樣子呢?大家直覺可能會想到的是提供充電的「便利性」,那如果緊扣著「便利性」聯想到的廣告媒體可能可以是公車亭的太陽能看板,提供等車民眾的充電服務等等。<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">讓我們看看防曬乳的品牌是怎麼利用這個做廣告創意連結的吧!巴西一直擁有美麗的海灘與陽光,每到假日也吸引了大批的遊客躺在沙灘上曬日光浴,<span lang="EN-US">NIVEA</span>利用了「海灘上塗防曬油」這個特點,製作了一款太陽能充電廣告板,旨在告訴消費者<span lang="EN-US">NIVEA</span>防曬乳可以讓你安心在陽光下做任何事情,盡情玩樂之外,更不用擔心手機該充電了!太陽能充電廣告板讓消費者在海灘安心的使用智慧型手機,不用擔心充電問題,不知不覺享受日光浴的時光也會加長,這時候最好的陪伴當然就是<span lang="EN-US">NIVEA</span>防曬乳了!除此之外,太陽能充電板與防曬乳的連結力也非常微妙,防曬乳幫身體充電,太陽能廣告板幫手機充電,圍繞著<span lang="EN-US">”Recharge”</span>這個概念,進而延長消費者在海灘的消費時數,也加深了太陽與<span lang="EN-US">NIVEA</span>的品牌連結度,是一個非常成功的品牌創意!</span></div>
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<b><span lang="EN-US" style="border: 1pt none windowtext; font-family: Arial, sans-serif; font-size: 14pt; padding: 0cm;">NIVEA Solar Ad Charger </span></b><b><span lang="EN-US" style="color: #222222; font-family: "Arial","sans-serif"; font-size: 14.0pt; mso-fareast-font-family: 新細明體; mso-font-kerning: 18.0pt;"><o:p></o:p></span></b></div>
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Anonymoushttp://www.blogger.com/profile/04058475193929374433noreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-77145193366402545452013-06-12T19:39:00.000+08:002014-01-02T19:50:34.895+08:002013 Happy Dragon Boat Festival 凝聚好運<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgm3i_2B5FbkkMijXlFrhk6FUINjHQyzPG44mTn8s0T54H-CE34YZ-l5ckjvLiuZxst-w-9zVPa-fViKUn1k9neMxqm7wspZCYRmU33OzHogIu36i5lafRXI85lOrV2oiX0o62M9wda1RY/s1600/%E4%B8%BB%E5%9C%96_%E4%BF%AE.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="265" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgm3i_2B5FbkkMijXlFrhk6FUINjHQyzPG44mTn8s0T54H-CE34YZ-l5ckjvLiuZxst-w-9zVPa-fViKUn1k9neMxqm7wspZCYRmU33OzHogIu36i5lafRXI85lOrV2oiX0o62M9wda1RY/s400/%E4%B8%BB%E5%9C%96_%E4%BF%AE.jpg" width="400" /></a></div>
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<span lang="EN-US"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Happy Dragon Boat Festival<o:p></o:p></span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">相傳端午將蛋立起,會有用不完的好運<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">橘子感謝有您,與我們共同挺進每場戰役<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">今年端午小橘人為您立蛋,凝聚好運<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">讓我們再次一起並肩作戰,贏得戰役<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">橘子祝您好事一籮筐、好運一整年!<span lang="EN-US"><o:p></o:p></span></span></div>
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<span lang="EN-US"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Legends
say if an egg can stand on the Double Fifth, good luck will follow.<o:p></o:p></span></span></div>
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<span lang="EN-US"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">We
thank you for standing by Gamania in and out of each battle.<o:p></o:p></span></span></div>
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<span lang="EN-US"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">This
year, Gama buddy sends you holiday blessings!<o:p></o:p></span></span></div>
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<span lang="EN-US"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Let
us keep on fighting, and gain victory together.<o:p></o:p></span></span></div>
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<span lang="EN-US"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Gamania
wishes you a year of prosperity and fortune!</span></span><br />
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<span lang="EN-US"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></span>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-6034997438033391940.post-89410159585726909862013-05-31T19:23:00.000+08:002013-05-31T19:24:26.161+08:00The Slender Vender-全世界最瘦的自動販賣機<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhjNO31iuB9AgYXQChx4ABcLUVuD2LiGe2L2NNM71Qhckyi2Ug_anOFvhZ7xFCjhAggv5kIGMBz7SRD2Gwd01t6to__QF6AECMUHLaYYL1AZVrMovGNo9i_tbAJSLdYPbYnGqHDETlwnnoU/s1600/%E4%B8%BB%E5%9C%96.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhjNO31iuB9AgYXQChx4ABcLUVuD2LiGe2L2NNM71Qhckyi2Ug_anOFvhZ7xFCjhAggv5kIGMBz7SRD2Gwd01t6to__QF6AECMUHLaYYL1AZVrMovGNo9i_tbAJSLdYPbYnGqHDETlwnnoU/s320/%E4%B8%BB%E5%9C%96.jpg" width="320" /></a></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">可口可樂與「瘦」怎麼連結?<span lang="EN-US"><o:p></o:p></span></span></div>
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<span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">我們都知道<span lang="EN-US">Diet Coke</span>可能喝了可以讓你比較不胖,但是卻從沒想過<span lang="EN-US">Diet Coke</span>的品牌溝通策略可以和"<span lang="EN-US">Thinest</span>"做連結吧?!<span lang="EN-US">Diet Coke</span>在巴黎推出了一個全世界最瘦的自動販賣機<span lang="EN-US">Campaign</span>,他們革新了傳統販賣機的笨重身型,改為極細的長型機台,稱做"<span lang="EN-US">Slender
Vendor</span>"。也因為這樣纖細的寬度,讓<span lang="EN-US">Slender Vendor</span>可以出現在任何地方和角落,不論是傳統販賣機間隙、保齡球道、或是行人步道上,甚至是健身房的跑步機中間!<span lang="EN-US">Diet Coke</span>這次的主訴求為"</span><span lang="EN-US" style="background-color: white; background-position: initial initial; background-repeat: initial initial; font-family: Helvetica, sans-serif; font-size: 10.5pt;">Diet Coke fits
beautifully into one's lifestyle</span><span lang="EN-US" style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">.</span><span style="font-family: "微軟正黑體","sans-serif"; font-size: 10.0pt;">"。<span lang="EN-US">Slender Vendor</span>確實非常貼切的做到了優雅的出現在各個角落並參與了我們的各種時光-以一種傳統笨重販賣機做不到的姿態。<span lang="EN-US"><o:p></o:p></span></span></div>
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<h1 style="margin-bottom: .0001pt; margin: 0cm;">
<span class="watch-title"><span lang="EN-US" style="border: 1pt none windowtext; font-family: Arial, sans-serif; font-size: 14.5pt; padding: 0cm;">Diet
Coke Presents: The Slender Vender</span></span><span lang="EN-US" style="font-family: Arial, sans-serif; font-size: 14.5pt;"><o:p></o:p></span></h1>
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