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        案例简介：德国和奥地利的消费电子市场比以往任何时候都更具竞争力。尽管面临这一挑战，媒体土星集团决定将土星确立为仅次于德国市场领导者的第二个强大的消费电子零售品牌。 活动目标 1。提高德国和奥地利的辅助和辅助品牌意识和土星当前的相关性。 2。作为货币折扣店的价值，开发一个清晰的简介。 定位标语 Geiz ist geil 的市场渗透![吝啬很性感]。 (基准: 先前运动的运动标语; 德国: [机会敲门]; 奥地利: Zukunft paserert [未来就是现在]) 3。在下跌的市场中，随着活动持续时间的推移，营业额增加 目标受众 主要是 19 岁至 44 岁的男性，平均或高于平均教育水平，他们有价值意识。 哲学/解决方案 创意策略 没有一家零售公司会独自浪费金钱来建立形象。每一个广告都必须产生销售。该策略是针对其主要竞争对手的全面正面价格攻击，其口号是 Geiz ist geil! 它符合目标群体的态度，挑衅性和简洁地传达了土星商业理念的无政府精神: 以惊人的低价创新高科技。它将性格缺陷重塑为理想的个人品质。此外，它不敬的语气有力量成为最新趋势的代名词: 廉价狩猎。 由于具体国家的情况，索赔在每个市场的安排不同。 媒体战略 为了实现雄心勃勃的销售目标，媒体战略必须确保快速产生巨大影响。 报纸: 作为基本和当前媒体: 在土星出现的所有地区的日报中补充。 针对不同产品领域 (新媒体、声音载体、娱乐电子产品、白色家电、照片) 的特别优惠 电视作为最大影响的高调媒体。 所有相关站点的广播时间，重点是最大范围的站点。 广播作为宣传和支持媒介 电台广告经常播放，比电视广告晚一点，以继续电视宣传的影响。 与零售商整合活动的 POS 促销: 天花板衣架、展示架、衬衫. 互联网: 围绕标语创造一个世界，并推广特价商品 计时 该活动于 2002年10月以一场大爆炸发起，以充分受益于最重要的圣诞节前销售，并一直持续到 2002年12月/2003年1月。 营销支出总额 德国:-3500 万欧元和奥地利:-300万欧元 (大约是土星最接近的竞争对手的一半) 土星的广告活动以其强大的标语 Geiz ist geil![吝啬很性感]，零售商在承包市场的意识、相关性和营业额方面取得了显著增长，而不会损害土星的质量声誉。

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        案例简介：The market for consumer electronics in Germany and Austria is more competitive than ever before. Despite this challenge, the Media-Saturn Group decided to establish Saturn as a second, strong consumer electronics retail brand behind Germany’s market leader. CAMPAIGN OBJECTIVES 1. Increase aided and unaided brand awareness and current relevance of Saturn in Germany and Austria. 2. Develop a clear profile as a value for money discounter. Market penetration of positioning tagline Geiz ist geil! [Stingy is Sexy]. (Benchmark: campaign tagline of preceding campaigns; Germany: Die Gelegenheit ist günstig [Opportunity knocks]; Austria: Zukunft passiert [The future is now]) 3. Increase in turnover over duration of campaign in a declining market TARGET AUDIENCE Primarily men aged between 19 and 44, average or above-average education, who are value conscious. Philosophy/Solution CREATIVE STRATEGY No retail company would ‘waste’ money on building an image alone. Every piece of advertising had to generate sales. The strategy was a ‘full frontal price attack’ against its main competitor with the rallying cry Geiz ist geil! It fit the attitude of the target group, provocatively and concisely conveying the anarchic spirit of Saturn’s business concept: innovative high-tech at shockingly low prices. It reshaped a character deficiency into a desirable personal quality. Also, it’s irreverent tone had the power to become a byword for the latest trend: bargain hunting. Due to country-specific situations, the claim was staged differently in each markets. MEDIA STRATEGY To meet the ambitious sales targets, the media strategy had to ensure that massive impact could be generated quickly. Newspapers: as basic and current medium: – Supplements in daily newspapers in all areas with a Saturn presence. – Special offers for varying product segments (new media, sound carriers, entertainment electronics, white goods, photo) TV as high profile medium for maximum impact. – Airtime on all relevant stations with a focus on stations with the greatest reach. Radio as promotion and support medium – Radio ads were broadcast frequently and a little later than the TV spots to continue the impact of the TV campaign. POS promotions for integration of campaign with retailers: – Ceiling hangers, displays stands, shirts... Internet: – Creation of a world around the tagline and promotion of special offers Timing The campaign was launched with a big bang in October 2002 – in time to get the full benefit of the all-important pre-Christmas sales –.and was aired until December 2002/January 2003. TOTAL MARKETING EXPENDITURE Germany: €35 million and Austria: €2.3 million (approximately half of Saturn’s closest competitor) Saturn’s ad campaign with its powerful tagline Geiz ist geil! [Stingy is Sexy], has achieved a significant increase for the retailer in terms of awareness, relevance and turnover in a contracting market, without damaging Saturn’s reputation for quality.

        Camera

        案例简介：德国和奥地利的消费电子市场比以往任何时候都更具竞争力。尽管面临这一挑战，媒体土星集团决定将土星确立为仅次于德国市场领导者的第二个强大的消费电子零售品牌。 活动目标 1。提高德国和奥地利的辅助和辅助品牌意识和土星当前的相关性。 2。作为货币折扣店的价值，开发一个清晰的简介。 定位标语 Geiz ist geil 的市场渗透![吝啬很性感]。 (基准: 先前运动的运动标语; 德国: [机会敲门]; 奥地利: Zukunft paserert [未来就是现在]) 3。在下跌的市场中，随着活动持续时间的推移，营业额增加 目标受众 主要是 19 岁至 44 岁的男性，平均或高于平均教育水平，他们有价值意识。 哲学/解决方案 创意策略 没有一家零售公司会独自浪费金钱来建立形象。每一个广告都必须产生销售。该策略是针对其主要竞争对手的全面正面价格攻击，其口号是 Geiz ist geil! 它符合目标群体的态度，挑衅性和简洁地传达了土星商业理念的无政府精神: 以惊人的低价创新高科技。它将性格缺陷重塑为理想的个人品质。此外，它不敬的语气有力量成为最新趋势的代名词: 廉价狩猎。 由于具体国家的情况，索赔在每个市场的安排不同。 媒体战略 为了实现雄心勃勃的销售目标，媒体战略必须确保快速产生巨大影响。 报纸: 作为基本和当前媒体: 在土星出现的所有地区的日报中补充。 针对不同产品领域 (新媒体、声音载体、娱乐电子产品、白色家电、照片) 的特别优惠 电视作为最大影响的高调媒体。 所有相关站点的广播时间，重点是最大范围的站点。 广播作为宣传和支持媒介 电台广告经常播放，比电视广告晚一点，以继续电视宣传的影响。 与零售商整合活动的 POS 促销: 天花板衣架、展示架、衬衫. 互联网: 围绕标语创造一个世界，并推广特价商品 计时 该活动于 2002年10月以一场大爆炸发起，以充分受益于最重要的圣诞节前销售，并一直持续到 2002年12月/2003年1月。 营销支出总额 德国:-3500 万欧元和奥地利:-300万欧元 (大约是土星最接近的竞争对手的一半) 土星的广告活动以其强大的标语 Geiz ist geil![吝啬很性感]，零售商在承包市场的意识、相关性和营业额方面取得了显著增长，而不会损害土星的质量声誉。

        Camera

        案例简介：The market for consumer electronics in Germany and Austria is more competitive than ever before. Despite this challenge, the Media-Saturn Group decided to establish Saturn as a second, strong consumer electronics retail brand behind Germany’s market leader. CAMPAIGN OBJECTIVES 1. Increase aided and unaided brand awareness and current relevance of Saturn in Germany and Austria. 2. Develop a clear profile as a value for money discounter. Market penetration of positioning tagline Geiz ist geil! [Stingy is Sexy]. (Benchmark: campaign tagline of preceding campaigns; Germany: Die Gelegenheit ist günstig [Opportunity knocks]; Austria: Zukunft passiert [The future is now]) 3. Increase in turnover over duration of campaign in a declining market TARGET AUDIENCE Primarily men aged between 19 and 44, average or above-average education, who are value conscious. Philosophy/Solution CREATIVE STRATEGY No retail company would ‘waste’ money on building an image alone. Every piece of advertising had to generate sales. The strategy was a ‘full frontal price attack’ against its main competitor with the rallying cry Geiz ist geil! It fit the attitude of the target group, provocatively and concisely conveying the anarchic spirit of Saturn’s business concept: innovative high-tech at shockingly low prices. It reshaped a character deficiency into a desirable personal quality. Also, it’s irreverent tone had the power to become a byword for the latest trend: bargain hunting. Due to country-specific situations, the claim was staged differently in each markets. MEDIA STRATEGY To meet the ambitious sales targets, the media strategy had to ensure that massive impact could be generated quickly. Newspapers: as basic and current medium: – Supplements in daily newspapers in all areas with a Saturn presence. – Special offers for varying product segments (new media, sound carriers, entertainment electronics, white goods, photo) TV as high profile medium for maximum impact. – Airtime on all relevant stations with a focus on stations with the greatest reach. Radio as promotion and support medium – Radio ads were broadcast frequently and a little later than the TV spots to continue the impact of the TV campaign. POS promotions for integration of campaign with retailers: – Ceiling hangers, displays stands, shirts... Internet: – Creation of a world around the tagline and promotion of special offers Timing The campaign was launched with a big bang in October 2002 – in time to get the full benefit of the all-important pre-Christmas sales –.and was aired until December 2002/January 2003. TOTAL MARKETING EXPENDITURE Germany: €35 million and Austria: €2.3 million (approximately half of Saturn’s closest competitor) Saturn’s ad campaign with its powerful tagline Geiz ist geil! [Stingy is Sexy], has achieved a significant increase for the retailer in terms of awareness, relevance and turnover in a contracting market, without damaging Saturn’s reputation for quality.

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        广告公司： Jung von Matt (德国 汉堡)

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