[新聞] 廣告放洋蔥 國產車打親情牌
*轉錄新聞/情報,必須附上原文網址連結及心得或意見30字(不含標點符號)*
廣告放洋蔥 國產車打親情牌
進口車壓境,國產車廠行銷策略轉向,「洋蔥攻勢」全面上膛。繼納智捷揚棄科技訴求、
改走親情路線後;裕隆日產汽車一口氣拍了4隻微電影鋪梗,全採開放式結局,本周再以
30秒廣告公布結局,引發熱烈討論。
進口車蠶食鯨吞,讓國產車廠招架不住,從2008年以後,國產小型車市占率節節敗退,平
均每年減少約3個百分點,從8成降到今年上半年剩下65%,若此趨勢不變,業界預估,最
快2017年就會跌破6成。
面臨存亡關鍵,國產車策略全面轉向,向來訴求高科技及智慧造車的納智捷先發難,去年
以來上檔的廣告不談科技,全面改以親情攻勢猛攻,U6訴求父親對女兒呵護,再來是M7主
打父母親與子女間的溫馨相處。
納智捷副總曹中庸分析,像是7人座休旅車的選擇不多,但「誰有需要買?」相較於進口
車廠多訴求豪華配備,納智捷認為「三大同堂」才是購置7人座休旅車的最大客群,因此
廣告行銷策略也要朝這方向走。
隨M7因廣告熱銷,裕日車今年廣告策略也跟著轉彎,過去幾年主打產品特色,比方強調車
室空間大的「Big」Tiida,或是性價比高的「Super」Sentra,今年全都改弦易轍,轉向
從感性角度爭取車主認同。
為統一品牌調性,裕日車大手筆拍了4支微電影,從情侶、期待新生兒的夫妻、父女與父
子間的相處連結旗下車款,每支微電影都採開放式結局,發表2周累積有近百萬點閱人次
,結局則透過30秒廣告一次放送。
以〈前進夢想的力量〉這支微電影為例,講的是兒子雖對藝術雕塑有興趣,但為繼承家中
茶行生意決定留在台灣,片尾帶出「給孩子多大的支持,才足夠讓他往前飛」的伏筆,最
後的結局則跌破眾人眼鏡。
裕日車副總李振成表示,國產車品質不差、性價比也高,但是多數人仍有「矮進口車一截
」的刻板觀念,如果只聚焦在配備,沒得談,這也是國產車最弱勢之處。
李振成認為,以廣告提高國產車能見度,有助於提高準車主的認同,更能將買車族群拉回
國產車展間內,「吹響反攻號角」,接下來就是讓車主對服務有感,就算自己不買,也願
意推薦親友買國產車。(中國時報)
http://www.chinatimes.com/newspapers/20150810000535-260110
自己都明白自己的弱勢在哪裡了
還不趕快改進
安全配備齊全了嗎?
一直狂推廣告 不知道效果如何?
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※ 編輯: popoallan (192.83.195.236), 08/11/2015 09:08:54
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