营销策划 -奥美-士力架创意传播方案

Build

Snickers

as

No.1

snack

choiceinthe

occasionofpreparingexam

inChinaCampusstudentsMiddleschoolstudentsParentsYouarenotyouwhenyou’rehungryTalk-abilityExamSales从品质生活到创造生活从兴趣追逐到原创表达从独而不孤到跨界盘活从善良微光到大度表态Fromrefined-lifeFromchasinginterestsFrombarely

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silencetotocreate-lifetogeneratingcontentlivelycrossboundarygenerouslyspeakoutDataResource：Tencent

YouthVolunteers84Middleschoolstudents21focusgroup128Campusstudents212Questionnaire

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eat

have

fun

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p越到大考心越浪Wannaescapewhentheexam

approachingStrategyShortescapeissurelydelightful,buttoomuchhurtsGPA骂街、唱歌、幽默、祈祷Squalling,Singing,Teasing,PrayingmayRolloSweepHungerFull

EnergyYou‘renotyouwhenyouare

hungryBacktoyourselfcommunicating

in

a

funand

humorouswaypassingfortune

inhumorous

way

Celebritiesdrivesales

InfluenceFansdemographhandsomeFans

numberBrandrelevancy1086420Fans

numberInfluencehandsome0BrandrelevancyFansdemograph10864220-29

30-39

40-49

40-4950%25%+<19SaltedFishYou‘renotyouwhenyouare

hungryBacktoyourselfcommunicating

in

a

funand

humorouswaypassingfortune

inhumorous

wayFull

EnergyMermaid5

、镜头拉远，张一山微笑着对吴磊说：“饿货，来条士力架！ℽZooming

out:ZhangYishanwith

smilesaid

toWu

Lei

“Hungry,

havea

SNK!”4

、突然有一只手拿着士力架出现在镜头前Suddenly,

one

hand

holding

a

SNK

appears

infront

of

the

screen.3

、任由各种习题打击，各种无力的状态。

Hefeelscompletelyoutofstrengthandallkinds

ofexercises

books

arehitting

him.6

、咸鱼吃了一口，变成吴磊身的人鱼The

salted-fish

head

guy

has

a

bite,andtransformingtoWu

lei.2

、特写一个淌汗的咸鱼头人身的学生瘫在书桌上。

Closeshort:asalted-fishheadmanislyingon

the1

、中景，学生复习备考正在紧张进行。Medium

short:

studentsarerevisingintensely.TVC

Storyboarddesk

desperately.7

、书桌上的课本里跃出几只锦鲤，外绕在吴磊身边，

（预示考得好成绩）Many

mermaids

jumping

out

of

the

book,

fly

around

Wu

Lei(to

show

the

goodluck/score)10

、吴磊身的人鱼（上半身人下半身鱼）的锦鲤在张一山身边跳动畅游，追随张一山手中的士力架。MermaidWuleichasesaftertheSNK

holding

inZhang

Yishan’shand,

and

playing

around

him.9

、

“饿货，来条士力架，横扫饥饿，备考咸鱼变锦

鲤”“Hungry,

having

aSNK,transforming

toluckymermaid”8

、吴磊甜甜一笑，奋笔疾书Wuleismilessweetly,

andwriteswiftly.SaltedFishYou‘renotyouwhenyouare

hungry

你妈觉得

你饿Mom

always

supposes

you

are

hungry小饥小饿Alittle

bithungryBacktoyourselfcommunicating

in

a

funand

humorouswaypassingfortune

inhumorous

wayFull

EnergyMermaid5

、砰，砰，砰，“儿砸，来块儿巧克力，精神精神！ℽ

啊

……又是那最熟悉的陌生人。“Peng!Peng!

Peng!”,“Boys,

have

some

chocolates,chill

up!!”,

Er……Mom

again,

the

most

familiarstranger.1

、家里的书桌上，张一山和吴磊正在聚精会神的微蹙眉

头解一道题。A

pile

of

books

spreading

on

the

desk,Zhang

Yishan

and

Wu

Lei

are

concentrating

on

one

exercise.2

、砰，砰，砰，老妈开门进面带微笑，双手端着托盘，

托盘里放着两瓶牛奶“Peng!Peng!

Peng!”,Momhappily

walkinginto

theroom,holds

atray,on

whichthere

istwo

bottles

of

milk.3

、“儿砸，辛苦了，牛奶有营养。”妈妈一脸谄媚的将牛

奶放在书桌上

。“Boys,havesomemilk,it’sfullofnutrition”,

Momwithflatteredsmileputsthemilkon

thedesk.6

、伴着桌上又新添的一颗“爱心”，试卷上的数字已

经开始交缠、聚集

。Withthethirdsnack,orcouldsay“loveheart”,thenumbers

onthesheet

aremelting

andmingling.TVC

Storyboard－ForParents4

、砰，砰，砰，

“儿砸，这花生可香啦”笑脸二进宫。

“Peng!

Peng!

Peng!”,“Boys,the

peanuts

are

reallydelicious”,

Mom

withflattered

smileagain.8

、“啊~~~~”

张一山和吴磊的小宇宙终于爆发！张一山伸出一只手，吴磊帮他把牛奶、花生、巧克力，融到一起！

“Ah~~~~~”,Zhang

Yishan

and

WuLeifinally

cannot

stand

theirMom!Zhang

Yishanreaches

outhis

onehand,and

WuLeihelps

himmixingmilk,peanuts,

andchocolates.9

、儿子向妈妈展示：“妈，这就是一条士力架”

Boysshow

to

Mom:“Ma,it’s

justaSNK”7

、砰，砰，砰，“儿砸

…

…”“Peng!Peng!Peng!”,“Boys~~”

Banner

ARPosterPOSM产品包装

-

5

1

g

*

3

普通商超版PackageDesign-51g*3

Supermarket

Pack货架相邻产品包装翻转陈列示意Displaydemoofadjacentproductin

goods

shelf产品包装-电商促销版PackageDesign-EC

Pack货架相邻产品包装

翻转陈列示意Displaydemoofadjacentproductin

goodsshelf每条撕开内部印有文字建议卡纸内侧单色印刷Each

Snicker

will

print

words

inside,

and

suggest

thatsinglecolorprintinginside.每盒上面刻蚂蚁线方便单独打开每一条Eachboxengravedantline,inordertoopeneachoneindividually.最外层包装单侧开口开口部分向内翻折避免划手，同时增加强度Onesideof

the

boxcanbeopen,andturnoverto

the

top,toavoid

cuttingfingerandenhancehardness.内部氛围四个单独小盒可分别抽出，便于分享Therearefoursmallboxes

contained

insideofthe

bigbox,whichcanbe

pulledout

andeasilyshare.Tearingouteverystrip

cap,onw