奥妙OMO X MOBIKE CROSSOVER CAMPAIGN会员免费

OMO X MOBIKE CROSSOVER CAMPAIGNPREPARED BY YUN+ MAR. 2017

AGENDABREIF RECAPSTRATEGY THINKINGCREATIVE IDEASPROMOTION PLAN

AGENDABREIF RECAPSTRATEGY THINKINGCREATIVE IDEASPROMOTION PLAN

CAMPAIGN OBJECTIVEget Chinese modern Young Female to refresh the impression of OMO and build emotional connection with them, by leveraging the brand image of Mobile and launching the cross over campaign.drive sales through inscribing Awareness and penetration by launching the campaign through 360 integrated channel.

2 COOPERATION PARTNERROLEBRAND CROSSOVERROLEE-COM CHANNALSPECIAL OFFLINE EXPERIENCE AWARENESS FROM OFFLINE TO ONLINECONSUERS’S PURCHASE DESTINATIONCUSTOMIZE ONLINE SHOPPING EXPERIENCE发现城市之美在乎每件生活小事洗的掉的污渍带不走的经历

AGENDABREIF RECAPSTRATEGY THINKINGCREATIVE IDEAS

STRATEGY THINKINGWHOWHO ARE WE TALKING TOWHATWHAT ARE THEIR KEY WORRIESHOWHOW CAN WE TOUCH THEM

WHO SOCIAL LIFE DESCRIPTIONFEEL BUSY生存压力大，生活节奏快，来自工作生活的压力让她觉得没有时间追求自己想要的生活CHANGELESS LIFE过着朝九晚五的生活，公司和家里两点一线，去熟悉的地方逛街聚会，乘坐地铁或出租车MOST OF THEM ARE OFFICE LADIESEXPERIENCE IN SOCIAL向往精彩的生活，但总觉得诗和风景在远方会在社交网络上羡慕别人丰富和精彩的生活

WHO SOCIAL LIFE DESCRIPTIONFEEL BUSY生存压力大，生活节奏快，来自工作生活的压力让她觉得没有时间追求自己想要的生活CHANGELESS LIFE过着朝九晚五的生活，公司和家里两点一线，去熟悉的地方逛街聚会，乘坐地铁或出租车MOST OF THEM ARE OFFICE LADIESEXPERIENCE IN SOCIAL向往精彩的生活，但总觉得诗和风景在远方会在社交网络上羡慕别人丰富和精彩的生活她们渴望找到精彩、独特和丰盛的生活体验，却被忙碌、压力和固有思维困在原地

Little moments of pleasure in normal daily lifeWHO PLEASURE THEY PURSUEUnexpected surprise/ Go without a plan“”不期而遇“”与众不同Something make her different from othersSeeing of beautiful and funny things “”有趣与美丽“”小确幸“”小确幸

WHO PASSION POINTMODERN YOUNG FEMALETRAVEL & FOODTravel and food are most often events to explore new experience, enriching their lifePHOTO & SHARELove to take photos, have several photo/video APPs in mobile, while happy to share in socialGET TOGETHER WITH PEOPLELike to get together with friends ,colleagues or other people to do somethingSPORTS & HEALTHY LIFEWant to experience the most popular trend(Healthy lifestyle)COOL THINGSFUNNY THINGSExperience something cool and funny which can make her feel unique

WHATWHAT ARE THEIR KEY WORRIESTO GO OUT AND EXPERIENCE LIFEWHEN THEY GO TO THE STREETDUST汽车扬尘、城市雾霾让衣服发黄、变得灰蒙蒙WHEN THEY MEET EXPECTED WEATHERMUDRAINWATER下雨天害怕雨点溅落在衣服上弄得湿漉漉，并溅落泥渍WHEN THEY MEET CROWDED OCCASIONSWEAT人群拥挤的场合容易出汗并让衣服沾染上汗渍和异味WHEN THEY HAVE FOODFOOD STAIN害怕吃火锅、冰淇淋这些美食的时候把油渍、酱汁溅在衣服上

WHATWHAT ARE THEIR KEY WORRIESGO DEEPLY TO THINK ABOUT THEIR WORRIESWHEN THEY GO TO THE STREETDUST汽车扬尘、城市雾霾让衣服发黄、变得灰蒙蒙WHEN THEY MEET EXPECTED WEATHERMUDRAINWATER下雨天害怕雨点溅落在衣服上弄得湿漉漉，并溅落泥渍WHEN THEY MEET CROWDED OCCASIONSWEAT人群拥挤的场合容易出汗并让...