“梦倩胶囊”要拍一条新的电视广告——江苏隆力奇集团把这一任务交给我们的时候,一个客户不曾启口的愿望与挑战——让“梦倩”再次成功,也摆在了我们面前。这条电视广告要说什么?是隆力奇集团最著名的蛇原料?是“梦倩胶囊”祛黄褐斑的功能承诺?还是继续其一贯的“服梦倩,做漂亮女人”的感性诉求?当然,这些都是不错的诉求点,对创意而言也很有空间。但是,卓越形象是不是只要求自己能“不错”地把产品放进电视广告推到消费者面前?当然这样是远远不够的。开始工作吧,和每一次一样,用卓越形象的品牌传播工具 IBC(Integrated Branding Communication,品牌整合传播),一步步地找到解决方案。作为隆力奇集团旗下的老品牌,“梦倩”虽有一定的市场占有率,但这一略显老化的品牌对高频消费者——现代女性白领的号召力明显后劲不足。“梦倩”原品牌形象是几年前推出的—— “Mengqian capsule ” To shoot a new TV ads - Jiangsu Longliqi Group to this task to us, a customer has not opened his mouth and the challenge - let “Mengqian ” again successful, It is also before us. What is this television advertisement? Is the most famous snake raw material of Longliqi Group? Is “Mengqian Capsule” the promised function of melasma removal? Or is it still its consistent “service of Qianqian and beautiful woman?” Of course, these are good appeals, there is plenty of room for creativity. However, the image of excellence is not only asking myself to be “good” to put the product into the TV ads to consumers before? Of course, this is not enough. Get started, and just like every time, find solutions with step-by-step solutions using the IBC (Integrated Branding Communication) brand of excellence. As an old brand owned by Longliqi Group, although its market share is still “Mengqian”, this slightly aging brand has obviously insufficient stamina for the high-frequency consumers - the modern women’s white-collar workers. “Dream Qian ” the original brand image was introduced a few years ago -