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动感地带在路上——中国移动通信“动感地带”品牌策划案上海奥美广告有限公司北京分公司选送广告主:中国移动实施时间:2003年3月实施范围:全国核心策略:根据消费形态细分市场,创造出15～25岁人的通信品牌,建立“年轻人的通讯自治区”创新点:以周杰伦作为代言人:与麦当劳合作点评M-zone 动感地带的诞生,是移动通信业界一次非常成功的创新。M-zone 的特点是以客户本身及其需求为导向,而不是以业务为中心组织市场营销,细分客户群体是营销大势所趋。M-zone 聚集的是一群追求新奇、时尚、探索反叛的年轻人,固此启用周杰伦、音乐及与麦当劳合作,这一切的宣传都结
Dynamic zone on the road - China Mobile “M-Zone” brand planning Shanghai Ogilvy & Mather Advertising Co., Ltd. Beijing Branch Advertisers: China Mobile Implementation: March 2003 Implementation: the country’s core strategy: According to the breakdown of consumer segments, Creating a Communication Brand for People Aged 15-25, Establishing an Innovation Zone for Young Autonomous Communities: Using Jay Chou as a Spokesperson: Working with McDonald’s to Comment On the birth of the M-zone, a very successful innovation in the mobile communications industry. M-zone is characterized by the customer itself and its needs-oriented, rather than business-oriented organization of marketing, customer segmentation is the marketing trend. M-zone is a group of young people who seek novelty, fashion and explore rebellion, thus enabling Jay Chou, music and cooperation with McDonald’s