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西屋电气:做饭被鱼扇了一巴掌,怎么办?

Jimmie 2023-09-08
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梁玟玟 自由撰稿人 关注
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案例评分: 8.4 分 / 共21人评分

为了在澳大利亚和新西兰增加市场份额,并为品牌未来做好准备。概念“Happy to Help 乐于帮助”涵盖了品牌的所有子类别,并将品牌「西屋电气—Westinghouse」定位为在澳大利亚家庭中安静、可靠的帮手,当需要帮助时,它将站出来提供帮助,以便人们可以继续生活。

 

这个活动的主要TVC由Jesse James McElroy执导,由Infinity Squared制作,讲述了一个因为一条活泼的灰鳝鱼而变得不对劲的晚宴故事,这条鱼有自己的计划。

 


而「西屋电气」则悄悄站出来挽救了这一切。这是「西屋电气」故意采用幽默的故事来与那些深陷于理性类别信息的消费者建立情感联系,以改变该类别的刻板印象和传统的一次大胆尝试。

 

Westinghouse-Happy-to-Help-Key-Visual.jpg


除了长期的品牌建设元素外,这个发布活动还旨在为那些进入市场的人提供更多理性的证据,以及为那些准备购买的人提供产品级别的理性依据。创意平台“Happy to Help”还旨在成为顾客和员工的引人注目的价值主张。

 

Westinghouse-Happy-to-Help-Kitchen-OOH.jpg


广告代理商Connecting Plots的联合创始人Dave Jansen表示:“‘Happy to Help’将在「西屋电气」创建的每个品牌印象中得以体现。从零售到交付和通信。对我们来说,这才是真正的魔力所在。当像「西屋电气」这样的品牌可以在每个渠道中完美地将他们的品牌故事呈现出来,包括付费、自有和获得的,以及消费者通信、内部和贸易。”

 

Westinghouse-Happy-to-Help-Laundry-OOH.jpg


该品牌还开发了一种独特的声音品牌设备,将在所有音频和相关渠道中使用,以呈现品牌焕然一新的外观和感觉。该广告于9月5日启动,并将在付费、自有等渠道中推出。该活动由Connecting Plots、Infinity Squared、PHD和Humann共同呈现。

 


*文章视频来自西屋电气

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产品名称

Westinghouse电气设备

形式类别

影视

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时间

2023-09-08

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