论文部分内容阅读
广告目标对于一向以“安全”著称的汽车品牌沃尔沃来说,如何改变其工业的冷硬形象,将情感暖味注入其中,从而使自身与目标用户产生情感联系。策略亮点引起人们对“回家吃饭”这个愿望的深层思索,针对一种社会现象深度挖掘,使人们思考家庭与人生的更多意义。创新点在沃尔沃“回家吃饭”活动中,凤凰网利用内容的呈现方式,以“情感”内容为主导融入品牌理念,从零点报告中挖掘新闻热点,每日打造不同专题首页,以编辑角度“创作”入口。
Advertising goals Volvo, a car brand that has always been known as “safe”, has changed how its industry is cold and hard-wired to inject an emotional warmth into it, thereby creating an emotional connection with its target audience. Strategic highlights cause people to “go home to eat,” the deep thinking of the desire to dig a depth of social phenomena, so that people think more about family and life significance. Innovation In Volvo “home to eat ” activities, Fenghuang Wang use of content presentation, “emotion ” content-oriented integration into the brand concept, from the zero report to tap hot news, daily to create different topics on the home page, To edit the angle “Creation ” entrance.