挑战已成为梅赛德斯-奔驰全球重要之一豪华车市场竞争越来越激烈9th class veryzhun九届roifestival.pptx

S-ClassVeryzhun

ChallengeChinahaseforMercedes-Benzoneofthemostimportantmarketsintheworld.TheluxurycarmarketinChinaisingmoreandmorecompetitiveanditiskeyforS-Classtodefendtheperceptionofcategoryleaderagainstestablishedbrandswithhigherbudgetsavailable.Targetingmeticulousbusinessleadersandpragmaticdecisionmakerswhoaretootime-starvedandprivacy-sensitivetobeinfluencedfromregularadvertising,madetheoverallchallengeevenmorecomplicated.Byleveragingonakeyinsightsfromourtargetaudienceandtheirmediaconsumption,weidentifiedtheperfectsolution:anexclusivedigitalpartnershipwithVeryzhun.Withalimitedbudgetwesucceededinre-confirmingMercedes-BenzflagshipmodelasQueenofthecategoryandweprotectedS-Classprestigeandexclusivenessachievingimpressiveresults.CampaignBrief-ChallengeandExpectation-Destination

ChallengeS-Class,Mercedes’flagshipmodel,wasfacing3majorchallenges.CATEGORY:DefendingitsleadershippositioninthesegmentandcontinuetobeperceivedasacategoryleaderTARGET:meticulousbusinessleadersandpragmaticdecisionmakerswhoaretootime-starvedandprivacy-sensitivetobeinfluencedfromregularadvertising.Weknowthatluxurybrandsneedtosubtlyinjectthemselvesintoconsumers’informationconsumptionandberelatabletotheirsocialstatus.Themeaningofluxurycarforthesepeoplehasevolved:whilecarsusedtoreflectaspecificsocialstatusnowthey“reflecttheowners’personalityandtaste”.Plus,mainstreamparticipationtoluxurymakesprestigeaudienceslookfornewwaystodifferentiate.COMPETITION:whichisfierceandwearealsoanticipatingamuchhighershareofspend/voicefromtheinglaunchofnew7SeriesofBMWduringthesameperiodCampaignBrief-ChallengeandExpectation-Challenge

ChallengeCampaignBudgetstandardmodule:1=10,000R.M.B.A：below5B：5-10C：10-