水艺-德国高仪上海公关案例.ppt

Background / Challenge Audience Strategy Creative Idea Event Result Background / Challenge A highly competitive market for sanitary products. Grohe brand is not unique among high end users. How to differentiate Grohe as the leading faucet brand in the world among our target audience? Strategy Build the brand leadership in the category by associate with ART: Grohe product is more than a faucet product, it is ART. Creative Idea Event To organize a cocktail party in an art exhibition surrounding From venue to decoration to music, all elements were related to the theme: Water / Art. Lobby An elegant scroll, highlighting and illustrating the Art theme of the event Reception Area A typical traditional Chinese water space A fishbowl, a celadon, and an antique table screen…… Grohe faucets blend in The nature sound of flowing water and bird song fills the room Reception Table Sunshine Marquee 960 Grohe faucets form a grid A strong first-impression for Grohe Quality Power Strong impact from the contrast between the warm Chinese water environment inside the venue and the cold but modern faucet grid China has a landmass of 960 sq.km. The 960 faucets in the grid symbolize Grohe’s high expectations for the China market Sunshine Marquee (hallway) On display—individual exhibits introducing Grohe achievements Two elements on each stand: one an actual Grohe product placed with Wedgewood tableware Hermes scarves, fashionable stylish;two, a picture from Grohe history or a modern Grohe achievement Mr. Grohe classic product in the history Awards:German Marketing Prize/ iFChina Design Award /RedDot Design Award /Design Plus Plants The individual exhibits combine glass and cement for contrast and impact Shower Panel Display Area Shower systems are placed on glass with white marble bases This display matched the environment of the restaurant,crystal clean and high-end Articulation Display A long glass table with a cement base The Articulation pro