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受虐狂
案例简介：该机构选择了一名受虐狂，他试图在一整天的滑雪板上伤害自己。最后，他归还了他的租赁设备，宣称这些鞋子没用。 上下文 每个滑雪者都因为滑雪鞋而受苦，经常被当作折磨的工具。 Rossignol 去年决定推出一双新鞋子，将所有与脚直接接触的零件都融入 âtextileâ 元素。这是一个全新的概念，以舒适为导向: 软 â®鞋子诞生了。 哲学/解决方案 受到他们在市场上的成功的鼓舞，并穿着滑雪者期望的承诺®鞋子被分配给 Rossignol 以获得媒体报道。关键是不仅要保持这款滑雪鞋系列的销售，还要在现代性、大胆和智慧等主题上滋养品牌形象。至于创造性，问题是在这个中央消费者洞察 (滑雪者) 上工作，记住软件®鞋子承诺 -- 最后一些不会伤害你脚的滑雪鞋。
受虐狂
案例简介：The agency has chosen to feature a sado-masochist who is trying during a whole day long on skis to hurt himself by all means. Finally, he gives back his rental equipment declaring these shoes are useless. Context Every skiers have been suffering because of ski shoes often experienced as torture instruments. Rossignol has decided last year to launch a new pair of shoes integrating âtextileâ elements for all parts in direct touch with feet. This is an entirely new conception comfort-orientated: SOFT® shoes were born. Philosophy/Solution Boostered by their success on the market, and wearing a promise expected by skiers, SOFT® shoes were assigned to enable Rossignol to get media coverage. The point is not only to maintain sales regarding this ski shoes range, but also to nourish the brand image on topics like modernity, audacity and intelligence. As for creativeness, the question was to work on this central consumer insight (the skier) keeping in mind the SOFT® shoes commitment âat last some ski shoes that do not hurt your feetâ.
The Masochist
案例简介：该机构选择了一名受虐狂，他试图在一整天的滑雪板上伤害自己。最后，他归还了他的租赁设备，宣称这些鞋子没用。 上下文 每个滑雪者都因为滑雪鞋而受苦，经常被当作折磨的工具。 Rossignol 去年决定推出一双新鞋子，将所有与脚直接接触的零件都融入 âtextileâ 元素。这是一个全新的概念，以舒适为导向: 软 â®鞋子诞生了。 哲学/解决方案 受到他们在市场上的成功的鼓舞，并穿着滑雪者期望的承诺®鞋子被分配给 Rossignol 以获得媒体报道。关键是不仅要保持这款滑雪鞋系列的销售，还要在现代性、大胆和智慧等主题上滋养品牌形象。至于创造性，问题是在这个中央消费者洞察 (滑雪者) 上工作，记住软件®鞋子承诺 -- 最后一些不会伤害你脚的滑雪鞋。
The Masochist
案例简介：The agency has chosen to feature a sado-masochist who is trying during a whole day long on skis to hurt himself by all means. Finally, he gives back his rental equipment declaring these shoes are useless. Context Every skiers have been suffering because of ski shoes often experienced as torture instruments. Rossignol has decided last year to launch a new pair of shoes integrating âtextileâ elements for all parts in direct touch with feet. This is an entirely new conception comfort-orientated: SOFT® shoes were born. Philosophy/Solution Boostered by their success on the market, and wearing a promise expected by skiers, SOFT® shoes were assigned to enable Rossignol to get media coverage. The point is not only to maintain sales regarding this ski shoes range, but also to nourish the brand image on topics like modernity, audacity and intelligence. As for creativeness, the question was to work on this central consumer insight (the skier) keeping in mind the SOFT® shoes commitment âat last some ski shoes that do not hurt your feetâ.
受虐狂
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The Masochist
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Soft®. The Ski Shoes That Do Not Hurt
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