米其林Michelin PX Launch Campaign Proposal_Reload会员免费

MICHELIN PX LAUNCH CAMPAIGN PROPOSALPRESENTED BY RELOADNOVEMBER, 2016

AGENDA04 BIG IDEA01 OBJECTIVE02 BRAND ANALYSIS03 TA INSIGHT05 IMC

AGENDA04 BIG IDEA02 BRAND ANALYSIS03 TA INSIGHT01 OBJECTIVE05 IMC

OBJECTIVEINTRODUCING THE MICHELIN PX & build the PDP group’s interest and fondness towards Michelin PXStimulate buying desire towards the Michelin PXAmplify the brand equity and benefits of the PX seriesInvolve consumers via interesting contents and exciting activationLAUNCH THE MICHELIN PXBOOST ENGAGEMENTDRIVE SALES

CHALLENGEHow to fully satisfy the needs of PDP group who seeks for sheer driving pleasure ?How to build a more passionate and exhilarating brand character versus competitors?

AGENDA04 BIG IDEA01 OBJECTIVE03 TA INSIGHT05 IMC02 BRAND ANALYSIS

BRAND POSITIONINGMICHELIN PXOUTSTANDING HANDLING PERFORMANCE ULTRA HIGH-PERFORMANCEHANDLINGHIGH-ENDTIRESPORTS TIRE

PRODUCT BENEFITSRESPONSIVE HANDLING PERFORMANCE ENSURING YOU EASY MANIPULATION AND PURE DRIVING PLEASUREFIRMER GRIPSHORTER BRAKING DISTANCESTRONGER STEERING FORCE

BRAND TONEBRAND PERSONALITYCARING，JOY，PASSIONTHE PIONEERING SPIRIT

AGENDA04 BIG IDEA02 BRAND ANALYSIS05 IMC01 OBJECTIVE03 TA INSIGHT

TA’ S BASIC PROFILETHE PDP GROUPRELATIVELY YOUNGGENERALLY UNMARRIEDOWNERS OF D/E SEGMENT VEHICLESMALE-DOMINATED

TA’ S FUNCTIONAL NEEDSSpeed And Flexible DrivabilityPremium Quality And Technical SuperioritySafety PerformanceSHEER DRIVING PLEASURE SEEKERSource:《艾瑞2016年高端车主洞察》NO.273%NO.185%NO.359%

TA’ S EMOTIONAL NEEDS>THEY POSSESS STRONG CHARACTER AND WANT TO BE UNIQUE•75% of them feel very confident•61% of them consider themselves active and passionate•52% of them want to be unique both inside and outsideSource:《2016中国豪华车品牌特性研究白皮书》

TA’ S EMOTIONAL NEEDS75% OF THEM ARE FOND OF SPORTS ESPECIALLY EXTREME SPORTSThe excitement in extreme sports like racing and skiing fascinates themSource:《2016中国豪华车品牌特性研究白皮书》

TA’ S EMOTIONAL NEEDS67% OF THEM ARE FOOD LOVERSAs an indispensable part of enjoying life, they actively seek out for good restaurants and also enjoy cooking at homeSource:《2016中国豪华车品牌特性研究白皮书》

TA’ S MEDIA & SOCIAL BEHAVIORSource:《2016年移动互联网汽车人群洞察报告》；《2016年HTML5移动行业报告》；《2016年中国电子竞技及游戏直播行业研究报告》Most of them read car magazines (27%) & sites (85%） for car reviews, test drive experience and car culture.High-tech H5 attracts youngsters for it is exciting, vivid, simple to use and highly interactive.Frequent reader of car magazines and websitesPassionate about reading and sharing H5 with fancy techsThe majority of online shoppers are below 35 years old and 37% of them are male with higher education.Often Shopping online77% of E-sports users are male and 29% of them are managers in enterprises.Cyber-sports lover

Source:《百度TOPGEAR搜索指数，2016》GENDER DISTRIBUTIONAGE DISTRIBUTIONAs one of the most time-honored and world-famous high-end motor reality showsTop Gea...