论文部分内容阅读
2004年,在国际铂金协会的代理比稿中,aeiou赢了LOWE、DDB、BBDO和一家意大利的广告公司,从而迎来一个崭新的开始。与此同时,随着铂金饰品成功的舶来,并逐步代替了传统首饰在“婚庆纪念”和“个性饰品”的地位,国际铂金协会将市场划分为“自购”和“婚庆”两部分。aeiou针对这两个部分,发展了两个campaign,致力扩大铂金饰品的销售,增强铂金品牌的魅力,并引发消费者对新产品系列的欲望,提升铂金在市场上的影响力。须眉浊物——喜欢做女人“女人是浪漫而现实的;女人是执著而善变的;女人是柔弱而果敢的;女人是热情而冷傲的;女人是温顺而叛逆的;女人是优雅而野蛮的;女人是懊悔而无悔的……女人的世界是更加丰富精彩的,她们时时刻刻活在感性与矛盾中,享受着比男人更加完整的人生。如果人来到世上就是为了感受和体验更多的不同,我会选择做女人。”在主要针对女性的铂金自购系列的carnpaign中,aeiou的Tony颇有生活心得的一番话,点燃了大家的创作灵感。一系列有关女性的emotion的文案,也逐步呈现出来:高兴的时候流泪;悲伤的时候微笑;承认自己有一些小缺点;承认自己偶尔也会迷茫;
In 2004, aeiou won LOWE, DDB, BBDO and an Italian advertising agency at the International Platinum Association’s proxy competition to welcome a fresh start. At the same time, with the success of platinum jewelry, and gradually replace the traditional jewelry in the “wedding memorial” and “personality jewelry” status, the International Platinum Association will be divided into the market “” and “Wedding ” two parts. Aeiou has developed two campaigns targeting both segments, focusing on expanding the sales of platinum jewelry, enhancing the appeal of the platinum brand, and arousing consumers’ desire for a new product line to enhance platinum’s influence in the market. Unconventional - like to be a woman “women are romantic and realistic; women are persistent and fickle; women are weak and courageous; women are passionate and arrogant; women are docile and rebellious; women are elegant and Brutal; women regret without regret ...... The woman’s world is more rich and exciting, they always live in sensual and contradictions, enjoying a more complete life than men, if people came to the world is to feel and Experience more difference, I will choose to be a woman. ”In the main series for the purchase of platinum carnpaign platinum, aeiou Tony quite live experience of the words, ignited everyone’s inspiration. A series of copyrights of women’s emotions are also gradually revealed: tears when happy, smile when sad, admitting that they have some small defects, admitting that they occasionally get lost,