營銷策劃 -奧美-士力架創(chuàng)意傳播方案

Build

Snickers

as

No.1

snack

choiceinthe

occasionofpreparingexam

inChinaCampusstudentsMiddleschoolstudentsParentsYouarenotyouwhenyou’rehungryTalk-abilityExamSales從品質(zhì)生活到創(chuàng)造生活從興趣追逐到原創(chuàng)表達(dá)從獨(dú)而不孤到跨界盤活從善良微光到大度表態(tài)Fromrefined-lifeFromchasinginterestsFrombarely

loglinestoFromkindly

silencetotocreate-lifetogeneratingcontentlivelycrossboundarygenerouslyspeakoutDataResource：Tencent

YouthVolunteers84Middleschoolstudents21focusgroup128Campusstudents212Questionnaire

Sleep

stud

y

eat

have

fun

!@#$

%%$?...EatSleepRealityStudy

16hDreamHave

funStudy8hSleep8h#@%?... Study

Slee

p越到大考心越浪Wannaescapewhentheexam

approachingStrategyShortescapeissurelydelightful,buttoomuchhurtsGPA罵街、唱歌、幽默、祈禱Squalling,Singing,Teasing,PrayingmayRolloSweepHungerFull

EnergyYou‘renotyouwhenyouare

hungryBacktoyourselfcommunicating

in

a

funand

humorouswaypassingfortune

inhumorous

way

Celebritiesdrivesales

InfluenceFansdemographhandsomeFans

numberBrandrelevancy1086420Fans

numberInfluencehandsome0BrandrelevancyFansdemograph10864220-29

30-39

40-49

40-4950%25%+<19SaltedFishYou‘renotyouwhenyouare

hungryBacktoyourselfcommunicating

in

a

funand

humorouswaypassingfortune

inhumorous

wayFull

EnergyMermaid5

、鏡頭拉遠(yuǎn)，張一山微笑著對(duì)吳磊說：“餓貨，來?xiàng)l士力架！?Zooming

out:ZhangYishanwith

smilesaid

toWu

Lei

“Hungry,

havea

SNK!”4

、突然有一只手拿著士力架出現(xiàn)在鏡頭前Suddenly,

one

hand

holding

a

SNK

appears

infront

of

the

screen.3

、任由各種習(xí)題打擊，各種無力的狀態(tài)。

Hefeelscompletelyoutofstrengthandallkinds

ofexercises

books

arehitting

him.6

、咸魚吃了一口，變成吳磊身的人魚The

salted-fish

head

guy

has

a

bite,andtransformingtoWu

lei.2

、特寫一個(gè)淌汗的咸魚頭人身的學(xué)生癱在書桌上。

Closeshort:asalted-fishheadmanislyingon

the1

、中景，學(xué)生復(fù)習(xí)備考正在緊張進(jìn)行。Medium

short:

studentsarerevisingintensely.TVC

Storyboarddesk

desperately.7

、書桌上的課本里躍出幾只錦鯉，外繞在吳磊身邊，

（預(yù)示考得好成績）Many

mermaids

jumping

out

of

the

book,

fly

around

Wu

Lei(to

show

the

goodluck/score)10

、吳磊身的人魚（上半身人下半身魚）的錦鯉在張一山身邊跳動(dòng)暢游，追隨張一山手中的士力架。MermaidWuleichasesaftertheSNK

holding

inZhang

Yishan’shand,

and

playing

around

him.9

、

“餓貨，來?xiàng)l士力架，橫掃饑餓，備考咸魚變錦

鯉”“Hungry,

having

aSNK,transforming

toluckymermaid”8

、吳磊甜甜一笑，奮筆疾書Wuleismilessweetly,

andwriteswiftly.SaltedFishYou‘renotyouwhenyouare

hungry

你媽覺得

你餓Mom

always

supposes

you

are

hungry小饑小餓Alittle

bithungryBacktoyourselfcommunicating

in

a

funand

humorouswaypassingfortune

inhumorous

wayFull

EnergyMermaid5

、砰，砰，砰，“兒砸，來塊兒巧克力，精神精神！?

啊

……又是那最熟悉的陌生人。“Peng!Peng!

Peng!”,“Boys,

have

some

chocolates,chill

up!!”,

Er……Mom

again,

the

most

familiarstranger.1

、家里的書桌上，張一山和吳磊正在聚精會(huì)神的微蹙眉

頭解一道題。A

pile

of

books

spreading

on

the

desk,Zhang

Yishan

and

Wu

Lei

are

concentrating

on

one

exercise.2

、砰，砰，砰，老媽開門進(jìn)面帶微笑，雙手端著托盤，

托盤里放著兩瓶牛奶“Peng!Peng!

Peng!”,Momhappily

walkinginto

theroom,holds

atray,on

whichthere

istwo

bottles

of

milk.3

、“兒砸，辛苦了，牛奶有營養(yǎng)?！眿寢屢荒樥~媚的將牛

奶放在書桌上

?！癇oys,havesomemilk,it’sfullofnutrition”,

Momwithflatteredsmileputsthemilkon

thedesk.6

、伴著桌上又新添的一顆“愛心”，試卷上的數(shù)字已

經(jīng)開始交纏、聚集

。Withthethirdsnack,orcouldsay“l(fā)oveheart”,thenumbers

onthesheet

aremelting

andmingling.TVC

Storyboard－ForParents4

、砰，砰，砰，

“兒砸，這花生可香啦”笑臉二進(jìn)宮。

“Peng!

Peng!

Peng!”,“Boys,the

peanuts

are

reallydelicious”,

Mom

withflattered

smileagain.8

、“啊~~~~”

張一山和吳磊的小宇宙終于爆發(fā)！張一山伸出一只手，吳磊幫他把牛奶、花生、巧克力，融到一起！

“Ah~~~~~”,Zhang

Yishan

and

WuLeifinally

cannot

stand

theirMom!Zhang

Yishanreaches

outhis

onehand,and

WuLeihelps

himmixingmilk,peanuts,

andchocolates.9

、兒子向媽媽展示：“媽，這就是一條士力架”

Boysshow

to

Mom:“Ma,it’s

justaSNK”7

、砰，砰，砰，“兒砸

…

…”“Peng!Peng!Peng!”,“Boys~~”

Banner

ARPosterPOSM產(chǎn)品包裝

-

5

1

g

*

3

普通商超版PackageDesign-51g*3

Supermarket

Pack貨架相鄰產(chǎn)品包裝翻轉(zhuǎn)陳列示意Displaydemoofadjacentproductin

goods

shelf產(chǎn)品包裝-電商促銷版PackageDesign-EC

Pack貨架相鄰產(chǎn)品包裝

翻轉(zhuǎn)陳列示意Displaydemoofadjacentproductin

goodsshelf每條撕開內(nèi)部印有文字建議卡紙內(nèi)側(cè)單色印刷Each

Snicker

will

print

words

inside,

and

suggest

thatsinglecolorprintinginside.每盒上面刻螞蟻線方便單獨(dú)打開每一條Eachboxengravedantline,inordertoopeneachoneindividually.最外層包裝單側(cè)開口開口部分向內(nèi)翻折避免劃手，同時(shí)增加強(qiáng)度Onesideof

the

boxcanbeopen,andturnoverto

the

top,toavoid

cuttingfingerandenhancehardness.內(nèi)部氛圍四個(gè)單獨(dú)小盒可分別抽出，便于分享Therearefoursmallboxes

contained

insideofthe

bigbox,whichcanbe

pulledout

andeasilyshare.Tearingouteverystrip

cap,onw