萬得城 辛辣營銷,打響進軍中國的序幕
隨著萬得城電器在中國的第一家門店落戶上海, 中國的消費者們得開始慢慢習慣這個歐洲消費電子產品零售巨頭膽大妄為的風格脾氣。
李戈斯雷尼(Leagas Delaney) 毫無懸念地被選為萬得城電器在中國市場領導創意的團隊。雙方合作的第一個項目便是萬得城的開張Ad Campaign, 將初來乍到的萬得城電器介紹給中國消費者。和大多零售商的溝通理念不同, 萬得城和李戈斯雷尼并未選擇把注意力僅僅放在產品和價格上, 而是著重于對品牌價值的塑造。
Leagas Delaney的合伙人Jacob Johanson這樣總結了這次獨樹一幟的廣告: “能用尖銳的語調來談社會的敏感話題, 對于一個零售品牌來說是很少見也很大膽的。這個系列的廣告巧妙結合了幽默風格的圖片和犀利的文字, 既表現了上海本土文化特色, 又保持了萬得城全球一貫的風格。”
Leagas Delaney一反傳統, 把上海人每天都要面對的瑣事和說不出口的煩惱當作素材, 創作了一系列幽默的廣告作品: 家長們常常對新婚夫婦施加壓力、評頭論足; 有些上海女人是獅子大開口的物質女郎, 而上海男人則怕死了他們的老婆要這要那??
Jacob Johansen說: “我們的廣告就像一幅幅當今上海生活的連環畫, 人們看了之后可以會心一笑, 直接聯想到他們自身的日常生活。作為創意為首的廣告公司, 我們必須在借鑒萬得城其他市場的基礎上, 找到我們自己的語言, 來詮釋萬得城打破常規的傳統。”
作為在中國生活多年的廣告人, Jacob Johansen對這個巨大市場有自己的一套見解: “許多人告誡我們在中國不能過于肆無忌憚。但當看見成千上萬的人們在開店當天, 排在店外等待入場的時候, 我們知道, 相信中國消費者的想象力一點沒錯, 挑戰平庸正是這個市場所渴求的。我覺得, 許多廣告人都低估了大眾的能力, 把消費者當成傻瓜。我們要做的就是避免重復這個錯誤。我們要把重點都放在與中國消費者的互動和對話上, 尊重他們, 把決定權交給他們。”
這場萬得城開張戰役運用了全方位的推廣方式, 除了強大的戶外攻勢, 還包括了印刷品, 電子媒體以及各類活動。在開店的第一周, 身上背著燈箱的游行隊伍和印著廣告的老式三輪車在整座城市來回穿梭, 把萬得城開張的喜訊傳遍上海。 而作為上海最繁華的商業圈, 淮海路已經完全變成了火紅的海洋。放眼望去, 到處都是萬得城熱烈的紅色。
至于辛辣營銷到底效果如何? 只要看看開張當天因為過多顧客而出動的警力和被迫中途告停的開張節目, 就不難知道答案了。
LEAGAS DELANEY SHANGHAI KICKS OFF MEDIA MARKT’S CHINA ENTRY WITH THE EDGY OPENING CAMPAIGN.
With the opening of European consumer electronics retail-giant Media Markt first China store in Shanghai, Chinese consumers must get used to retail communication with bite and attitude.
Leagas Delaney Shanghai was selected by Media Markt as creative lead agency in China. The first result of the cooperation is the recently launched opening campaign introducing Media Markt to the Chinese consumers. Unlike most of the retail advertising, Media Markt and Leagas Delaney Shanghai shift the focus from product/price-only to attitude and value rich branding.
“It is rather unusual for a retailer to use social taboos in an edgy context. By combining local insights with the unique international voice of Media Markt, this campaign is a smart integration of hilarious visuals and insightful headlines,” says Jacob Johansen, Managing Partner of Leagas Delaney Shanghai.
Leagas Delaney has developed a humorous campaign around daily issues everybody talks about, but nobody ever addresses in Chinese advertising: families putting young couples under pressure and constant evaluation, Shanghai women being materialistic and driven by greed, men being afraid of their demanding wives, etc.
“As a whole it is a panorama of today’s city life in Shanghai which most people can instantly relate to. The consumer benefits communicated and the consumers are teased and entertained. For us, as a creatively lead agency, it is essential to be true to the bold attitude of Media Markt, as we know it from other markets.” says Jacob Johansen.
“Many have lectured us, we should not go bold in China but the thousands and thousands of people outside the store on the opening night shows we were right when we decided to believe in the imagination of the Chinese consumer and challenge rather than stuff. I feel many advertising people here patronize the Chinese audience. That’s a mistake we do not subscribe to, instead focusing on communication that will respect the target audience and engage them on their home turf.” Jacob Johansen continues himself a China communications veteran.
The campaign is built around a strong OOH push in combination with print, digital and event. During the opening week street-wakers with light boxes strapped to their back and typical Shanghainese tri-bikes toured the city, carrying the message of the opening. The entire Huaihai Lu, one of the busiest high streets in town was covered in red by the Media Markt advertising.
And did the edgy ads work? Due to unexpected large numbers of visitors the police had to shut down part of the opening event.
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