The Creative Works of ANKOOK Tire(ppt 8页).PPT

TheCreativeWorksofHANKOOKTire,DSBAdvertisingApr1999,I.CreativePrinciple,AsHankookTirehasjuststeppedintotheChineseMarket,advertisingistohelprapidlybuildupitsreputationandfame,sothataffinityandtrustcanbefoundintherelationshipbetweenChineseconsumersanddistributors.,I.CreativePrinciple,Ascompetitioninthetiremarketisfierce,thecreativeideaofoursistoexpresstheuniquebrandvalueandpersonalityofHankookTireinveryspecialcreativeandvisualwayofexpression,sothatdistinguishitselffromadsofotherbrands.,II.TheCreativeExpression,1.TheHankookBelief(TaiDivination-2pcs)Driverstakesafetyasthemostimportantthing,soisHankookTiresbeliefinthewishesofgettingsafetyforallmankind-TheChinesenameofHankook“Tai”happenstobetheluckiestdivinationmeaningsafetyandgoodluck,describedintheBookofChanges.ByusingthetalismanwhichisfamiliartoChinese,combiningtheHankookBeliefinsafety,theadvertisementwhichappliesaverysimplewayofexpression,bothmeetstheconsumersexpectationandhasastrongimpact.Itproducestheassociationinconsumersas“Tai-Hankook-Safety”sothatfameisobtainedrapidlyandarelationshipofaffinityandtrustisestablishedbetweenbrandandconsumers.,II.TheCreativeExpression,Thisadiseasytorecognize.Whileitcanbewiselyusedinallmediaandgiftshops,itcanbeeffectivelywidespread,butatthesametimedifferentiateitselffromtheMichellincartoonfigureandtheelephantofJiatong.ItsmoreacceptabletoChinesepeople.And,theuniqueassociationofTaiDivinationwithHankookcanneverbeapplietoanyotherbrands.Suggestedmedia:On-the-spotposters,streetlightbox,driverstalisman,rearwindowad.,II.TheCreativeExpression,2.Spiritofprogress(Greatwall,Strongfort,MountainsandRivers)ByquotingthreelinesfromthelateChineseChairmanMaoTse-tungspoemaboutthe“Longmarch”,whichwerewritteninaverypowerfultone,HankookTiresstrengthandpoweranditsstrongsenseofprogressareshown.Atthesametime,anannouncementismadethatHankookTirehasstarteditsChineseLongMarch.TheLongMarchpathiscoveredwiththetracksleftbyHankooksTire.ItshowsthatHankookTirehasoutstandingquality,itbravesalltherisksandhardship,anditismadetofittheChineseroadconditions;TheunprecedentedquotationofChairmanMaospoemswillbringfastattentionoftheChineseconsumers,sothatfamesoars.Suggestedmedia:On-the-spotposters,largelightbox,roadsidesigns,carmagazine,newspapers.,II.TheCreativeExpression,3.SuperbQuality(Moon,Desert,Northpole,OceanBottom)Atrailoftypemarksappearsinplaceswhereitsextremelyhardforcarsorevenhumanbeingstogetto,asifthepathismadebyHankookTire.ThishumansandalittleexaggeratingseriesofadvertisementsshowsthatHankookTirecantakeyoutoroamtheworld,eventothoseimpossibleplace.Thevisualexpressionhasstrongsenseoftimeandimpact.Onelook,andpeopleknowthatthisisauniquetypewhichenjoysgoodfeatures-itsfriction,itscomfortAlltheseoutstandingqualitiesarefullyexpressedwithoutapplyinganywords.Suggestedmedia:Largelightbox,Largeroadsidesigns,carmagazines,on-the-spotposters,newspapers.,II.TheCreativeExpression,4.PerfectQuality(TempleofHeaven,Chinaware,Bronzetripod)ByusingsomeelementswhicharefamiliartoChinesepeople,thisistoshowtheperfectqualityofHankookTire-assteadyastheTempleofHeaven,asbalancedasthedelicatechinaware,assolidandweightyasthebronzetripod.Withrichcartographiclines,wegettoseeHankookTiresfromdifferentangles,toshowthattheuniquedesignofHankookTireisjustlikethesevaluables.TheHankookshighproductionstandardanditsperfectqualityareasoutstandingandperfect,Thus,theperfectfeaturesofHankookTi