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鸽子-丝绸的起源 2
案例简介：摘要为了扩大德威在身体和淋浴护理方面的市场份额，设计了最高丝绸产品系列。新产品系列是通过一个单一的广告活动在欧洲传播的，基于两种明星变体德芙丝光身体乳液和德芙霜油淋浴。广告的想法很简单，但很强烈，因为它把丝绸的成分浪漫起来，并把它与女性消费者对丝绸般的皮肤的渴望联系起来。目标群体通过转向鸽子的至尊丝绸产品来奖励该品牌及其广告，这导致鸽子在欧洲的营业额大幅上升。
鸽子-丝绸的起源 2
案例简介：SUMMARYTo expand Doves market share in body and shower care, the Supreme Silk product range was devised. The new product range was communicated through a singular advertising campaign across Europe based on the two star variants Dove Silkening Body Lotion and Dove Cream Oil Shower. The advertising idea was simple, yet strong as it romanced the ingredient of silk and related it to female consumers wish for silk-like skin. The target group rewarded the brand and its advertising by switching to Dove's Supreme silk products, resulting in an important uplift in turnover for Dove in Europe.
Dove - Origins of Silk 2
案例简介：摘要为了扩大德威在身体和淋浴护理方面的市场份额，设计了最高丝绸产品系列。新产品系列是通过一个单一的广告活动在欧洲传播的，基于两种明星变体德芙丝光身体乳液和德芙霜油淋浴。广告的想法很简单，但很强烈，因为它把丝绸的成分浪漫起来，并把它与女性消费者对丝绸般的皮肤的渴望联系起来。目标群体通过转向鸽子的至尊丝绸产品来奖励该品牌及其广告，这导致鸽子在欧洲的营业额大幅上升。
Dove - Origins of Silk 2
案例简介：SUMMARYTo expand Doves market share in body and shower care, the Supreme Silk product range was devised. The new product range was communicated through a singular advertising campaign across Europe based on the two star variants Dove Silkening Body Lotion and Dove Cream Oil Shower. The advertising idea was simple, yet strong as it romanced the ingredient of silk and related it to female consumers wish for silk-like skin. The target group rewarded the brand and its advertising by switching to Dove's Supreme silk products, resulting in an important uplift in turnover for Dove in Europe.
鸽子-丝绸的起源 2
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Dove - Origins of Silk 2
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基本信息
- 广告战役： #Dove. Origins of Silk -ec914#
- 广告品牌： 德芙
- 发布日期： 2005-05-01
- 行业领域： 个人护理 , 日用品/母婴
- 媒体类别： 海报/平面
- 广告语言： 德语
- 媒介平台： 网络
- 获得奖项：
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