萬得城 巧應競爭對手百思買的退出
2月22日百思買宣布退出中國市場。上海李戈斯雷尼迅速做出反應, 確保消費者知道他們至少還有一個能夠提供國際標準產品和服務的電子消費零售商為他們的質保問題吃定心丸。
萬得城秉承了其在歐洲市場聞名的大膽火辣的溝通風格, 這一次也不例外, 李戈斯雷尼在如此突發的情況下還是不忘讓萬得城適當的幽默一把, 更負責地承諾廣大消費者, 完全不必為未來擔心。
上海李戈斯雷尼的合伙人Jacob Johansen表示: “這則廣告無疑是我們在中國市場溝通策略的一個典型范例。”
作為一個特立獨行的廣告代理公司, 李戈斯雷尼始終相信態度、靈感和挑戰, 而絕非傳統而空洞的產品介紹或者價格大戰。Jacob說: “我認為, 來自報紙、廣播、電視的市場反饋, 特別是在博客和網上論壇的消費者反饋都已經證明了, 大眾喜歡而且需要這種辛辣而又聰明的溝通, 大家都樂在其中。”
本周四, 在上海萬得城淮海路店迅速激增的客流已經充分證明了他們受到的關注度。Jacob對此評論道: “但我相信, 這只是萬得城在中國應對突發事件的第一個實驗, 在不久的將來, 我們的反應速度將會隨著我們的經驗而越來越快。萬得城是一個充滿活力并且積極應對變化的品牌。這與我們對待市場和廣告的觀念不謀而合。”
Leagas Delaney Shanghai in Charge of Media Markt’s Teasing Goodbye to The Competitor Best Buy.
As Best Buy announced their redraw from the China market on February 22nd Leagas Delaney Shanghai took quick actions to make sure consumers are aware they still have at least one consumer electronics retailer offering international standards.
Media Markt, known from Europe to be bold and direct, has ensured the consumers of their intent to stay put with a fun yet teasing ad that tells them not to worry too much about the future.
“The ad is a very good example of our approach to communication in China,” says Leagas Delaney Shanghai’s Managing Partner, Jacob Johansen.
Leagas Delaney believes in teasing, inspiring and challenging advertising , rather than the traditional communication build around endorsements or product and price alone. “I think the feedback from newspapers, radio, TV and especially the consumers on blogs and forums online shows that people appreciate more fun and edge in advertising.” Says Jacob.
Judged by the traffic in the Media Markt store on Huaihai Lu in Shanghai, the attention has been paid off as visitors numbers rose already on Thursday. “I think this will only be the first of more quick response ads from Media Markt in China. They are a very vibrant brand and fast to comment on things going on in the community. That’s a great approach to advertising we fully agree with,” says Jacob.
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