amg創(chuàng)意工作總結(jié)0613

AMGCreativeWorkSummaryJune13th

ContentAMGBrandCampaignNGCCCampaignAMG-GTLaunchCampaignAMGC63CoupeLaunchCampaignAMGC63LaunchCampaignAMGS65LLaunchCampaignAMGS634MATICCoupeLaunchCampaignPresentationtitleinCorpoS(Body)10pt|Department|Date2AMGBrandCampaignPresentationtitleinCorpoS(Body)10pt|Department|Date3StrategyPresentationtitleinCorpoS(Body)10pt|Department|Date4BrandVisioninChinaMakeAMGtheMostPassionateBrandinthePerformanceSegmentAMGBrandCoreDrivingPerformanceGlobalPositioningThe

MostDesiredBrandin

the

Performance

SegmentCustomers’DesirePASSION

EXPERIENCESPASSION

LIFESTYLEPASSION

PERSONALITYAMG

Brand

OfferingsULTIMATEPASSION

OFMOTORSPORTSPASSIONTO

EVERYDAYLIFEUNIQUE

PASSIONSTYLEStrategyPresentationtitleinCorpoS(Body)10pt|Department|Date5CreativeRecapCaptionCorpoS15pt.PresentationtitleinCorpoS(Body)10pt|Department|Date6DealerTemplatePrintOOHSpecialOOHTVCPrintPresentationtitleinCorpoS(Body)10pt|Department|Date7Headline:Asphalthasfeelingstoo.Mercedes-AMG,drivenbyinnerforce.PrintPresentationtitleinCorpoS(Body)10pt|Department|Date8Headline:Mercedes-AMG,drivenbyinnerforce.PrintPresentationtitleinCorpoS(Body)10pt|Department|Date9Headline:Goosebumpsneverlie.Mercedes-AMG,drivenbyinnerforce.OOHPresentationtitleinCorpoS(Body)10pt|Department|Date10Headline:Mercedes-AMG,drivenbyinnerforce.OOHPresentationtitleinCorpoS(Body)10pt|Department|Date11Headline:Mercedes-AMG,drivenbyinnerforce.OOHPresentationtitleinCorpoS(Body)10pt|Department|Date12Headline:Mercedes-AMG,drivenbyinnerforce.SpecialOOH–T3TotemPresentationtitleinCorpoS(Body)10pt|Department|Date13Headline:Mercedes-AMG,drivenbyinnerforce.SpecialOOH–JinbaostreetPresentationtitleinCorpoS(Body)10pt|Department|Date14Headline:Mercedes-AMG,drivenbyinnerforce.SpecialOOH--Yan’anRoadandQingdaoLEDPresentationtitleinCorpoS(Body)10pt|Department|Date15Headline:Mercedes-AMG,drivenbyinnerforce.DealerTemplatePresentationtitleinCorpoS(Body)10pt|Department|Date16DealerTemplatePresentationtitleinCorpoS(Body)10pt|Department|Date17DealerTemplatePresentationtitleinCorpoS(Body)10pt|Department|Date18TVCPresentationtitleinCorpoS(Body)10pt|Department|Date19Headline:Mercedes-AMG,drivenbyinnerforce.NGCCCampaignCaptionCorpoS15pt.PresentationtitleinCorpoS(Body)10pt|Department|Date20StrategyCaptionCorpoS15pt.PresentationtitleinCorpoS(Body)10pt|Department|Date2121Communication

KeyMessage

SHOW

OFF

YOUR

PERFORMANCESTYLEAMG

Brand

ClaimDrivenByInner

ForceNGCCAMGINNERFORCE“Showingoffwithmyperformance”

I’dliketospendalottomodifymycar,andit’sreallyfunto

playwithit.Itdoesn’tneedtobelikethetypicalsupercars,those

NGCC

AMG

carscanrepresentmyspecialpersonality-thekindofperformance

style.StrategyPresentationtitleinCorpoS(Body)10pt|Department|Date22PrintOOHRadiodealertemplateForA45FL:男（激情，自信）：新生，可畏；新一代梅賽德斯-AMGA454MATIC，搭載全新調(diào)校的AMG2.0升渦輪增壓發(fā)動機(jī)帶來極速渴望，4.2秒破百一觸即發(fā)；更配有AMG動態(tài)操控選擇控制器，四種模式一鍵切換，縱情體驗(yàn)隨性釋放。詳情請致電XXX經(jīng)銷商，XXX-XXXX-XXXX（電話）

ForGLA45男（激情，自信）：特立不獨(dú)行；梅賽德斯－AMGGLA454MATIC，搭載AMG2.0升渦輪增壓發(fā)動機(jī)，360匹澎湃馬力，讓超越之心當(dāng)仁不讓；配備新一代智能適時四驅(qū)系統(tǒng)，無懼各種路況，即便馳騁曠野，亦能一馬當(dāng)先。詳情請致電XXX經(jīng)銷商，XXX-XXXX-XXXX（電話）

ForCLA45男（激情，自信）：風(fēng)暴制造者，必將撼天動地；梅賽德斯-AMGCLA454MATIC，搭載AMG2.0升渦輪增壓發(fā)動機(jī)，360匹迅猛馬力，令賽道之心即刻開啟；更有凝聚空氣動力學(xué)精髓的0.23風(fēng)阻系數(shù)，帶來馭風(fēng)無阻的至速快感。詳情請致電XXX經(jīng)銷商，XXX-XXXX-XXXX（電話）TVCCreativeRecapPresentationtitleinCorpoS(Body)10pt|Department|Date23PrintHeadline:

新生，可畏新一代梅賽德斯-AMGA454MATICPresentationtitleinCorpoS(Body)10pt|Department|Date24PrintHeadline:

風(fēng)暴制造者梅賽德斯-AMGCLA454MATICPresentationtitleinCorpoS(Body)10pt|Department|Date25PrintHeadline:

特立不獨(dú)行梅賽德斯-AMGGLA454MATICPresentationtitleinCorpoS(Body)10pt|Department|Date26OOHHeadline:

新生，可畏新一代梅賽德斯-AMGA454MATICPresentationtitleinCorpoS(Body)10pt|Department|Date27RadioscriptForA45FL:男（激情，自信）：新生，可畏；新一代梅賽德斯-AMGA454MATIC，搭載全新調(diào)校的AMG2.0升渦輪增壓發(fā)動機(jī)帶來極速渴望，4.2秒破百一觸即發(fā)；更配有AMG動態(tài)操控選擇控制器，四種模式一鍵切換，縱情體驗(yàn)隨性釋放。詳情請致電XXX經(jīng)銷商，XXX-XXXX-XXXX（電話）

ForGLA45男（激情，自信）：特立不獨(dú)行；梅賽德斯－AMGGLA454MATIC，搭載AMG2.0升渦輪增壓發(fā)動機(jī)，360匹澎湃馬力，讓超越之心當(dāng)仁不讓；配備新一代智能適時四驅(qū)系統(tǒng)，無懼各種路況，即便馳騁曠野，亦能一馬當(dāng)先。詳情請致電XXX經(jīng)銷商，XXX-XXXX-XXXX（電話）

ForCLA45男（激情，自信）：風(fēng)暴制造者，必將撼天動地；梅賽德斯-AMGCLA454MATIC，搭載AMG2.0升渦輪增壓發(fā)動機(jī)，360匹迅猛馬力，令賽道之心即刻開啟；更有凝聚空氣動力學(xué)精髓的0.23風(fēng)阻系數(shù)，帶來馭風(fēng)無阻的至速快感。詳情請致電XXX經(jīng)銷商，XXX-XXXX-XXXX（電話）PresentationtitleinCorpoS(Body)10pt|Department|Date28TVCHeadline:

新生，可畏新一代梅賽德斯-AMGA454MATICAMG-GTLaunchCampaignPresentationtitleinCorpoS(Body)10pt|Department|Date29StrategyPresentationtitleinCorpoS(Body)10pt|Department|Date30AMGGTTargetAudience30-39year-oldAspiringelitemalesortruesportscarenthusiastsMaleskew75%aresecondgenerationwealthyWhat

Performance

meantothem“Performance＝Experiencetobelieve”Performancetothemis

notcoldtechnicaldata,

butshouldbeextremedriving

experience

which

they

never

experience

before.Therefore,ourclaim

“AMGGT=PerformanceforExtremeExperience”It’snotaboutthepowerfulengine,specsandspeednumberasothersupersportcarstold

you,

AMGGTisreallyabouttheextremeexperienceyouneverhadbefore,andwillneverforgetafter.PerformancespeaksforitselfCreativeRecapPresentationtitleinCorpoS(Body)10pt|Department|Date31PrintOOHSpecialOOHPOSM-Mero-FormPrintPresentationtitleinCorpoS(Body)10pt|Department|Date32Headline:

Performancespeaksitself.Mercedes-AMGGT.PrintPresentationtitleinCorpoS(Body)10pt|Department|Date33Headline:

Performancespeaksitself.Mercedes-AMGGT.PrintPresentationtitleinCorpoS(Body)10pt|Department|Date34Headline:

Performancespeaksitself.Mercedes-AMGGT.OOH

PresentationtitleinCorpoS(Body)10pt|Department|Date35Headline:

Performancespeaksitself.Mercedes-AMGGT.OOH

PresentationtitleinCorpoS(Body)10pt|Department|Date36Headline:

Performancespeaksitself.Mercedes-AMGGT.OOH

PresentationtitleinCorpoS(Body)10pt|Department|Date37Headline:

Performancespeaksitself.Mercedes-AMGGT.SpecialOOH–JinbaoStreet

PresentationtitleinCorpoS(Body)10pt|Department|Date38Headline:

Performancespeaksitself.Mercedes-AMGGT.SpecialOOH–Yan’anRoad

PresentationtitleinCorpoS(Body)10pt|Department|Date39Headline:

Performancespeaksitself.Mercedes-AMGGT.DealerTemplatePrintPresentationtitleinCorpoS(Body)10pt|Department|Date40Headline:

Performancespeaksitself.Mercedes-AMGGT.DealerTemplatePrintPresentationtitleinCorpoS(Body)10pt|Department|Date41Headline:

Performancespeaksitself.Mercedes-AMGGT.DealerTemplatePrintPresentationtitleinCorpoS(Body)10pt|Department|Date42Headline:

Performancespeaksitself.Mercedes-AMGGT.DealerTemplateOOHPresentationtitleinCorpoS(Body)10pt|Department|Date43Headline:

Performancespeaksitself.Mercedes-AMGGT.DealerTemplateOOHPresentationtitleinCorpoS(Body)10pt|Department|Date44Headline:

Performancespeaksitself.Mercedes-AMGGT.DealerTemplateOOHPresentationtitleinCorpoS(Body)10pt|Department|Date45Headline:

Performancespeaksitself.Mercedes-AMGGT.TVCPresentationtitleinCorpoS(Body)10pt|Department|Date46Headline:

Performancespeaksitself.Mercedes-AMGGT.ViralVideoPresentationtitleinCorpoS(Body)10pt|Department|Date47Headline:

Toofastforitsowncommercial.Mercedes-AMGGT.POSMPresentationtitleinCorpoS(Body)10pt|Department|Date48Headline:

Performancespeaksitself.Mercedes-AMGGT.IndoorBannerWindowstickerAMGC63CoupeLaunchCampaignPresentationtitleinCorpoS(Body)10pt|Department|Date4950KeyMessage

PureperformancefrominsideoutAMGBrandClaimDrivenbytheInnerForceC63Customers’InnerForce“Forme,Trueperformanceismorethantechnicaldata,butshouldbeinsideout.”C63AMGCoupeOfferingTheC63coupeisthemostcompellingcombinationoftrueperformanceandpuresportscarlook.CustomerDesireProductTruthStrategyApproachPerformance3.0TEngineAMGHighperformanceceramicbrakingAMGRIDECONTROLSportSuspensionAMGperformanceexhaustsystemActivedynamicenginemountLuxuryKeyless-goComfortpackagePanoramicsunroofBurmester?SurroundsystemDISTRONICPlusLaneTrackingPackageHUDAMGelectronicrear-axledifferentialWiderfender19”forgedrimCarbon-fibertrimAMGperformanceseatAMGinstrumentclusterStrategyPresentationtitleinCorpoS(Body)10pt|Department|Date51KVPOSMSpecialdisplayCrazyIdeaTVCCreativeRecapPresentationtitleinCorpoS(Body)10pt|Department|Date52KV1Headline:

淋漓，盡致全新梅賽德斯-AMGC63轎跑車PresentationtitleinCorpoS(Body)10pt|Department|Date53KV2Headline:

淋漓，盡致全新梅賽德斯-AMGC63轎跑車PresentationtitleinCorpoS(Body)10pt|Department|Date54KV3Headline:

淋漓，盡致全新梅賽德斯-AMGC63轎跑車PresentationtitleinCorpoS(Body)10pt|Department|Date55KV4Headline:

淋漓，盡致全新梅賽德斯-AMGC63轎跑車PresentationtitleinCorpoS(Body)10pt|Department|Date56BoardingPass

Headline:

淋漓，盡致全新梅賽德斯-AMGC63轎跑車PresentationtitleinCorpoS(Body)10pt|Department|Date57SpecialOOH–

JinboStreetLayoutHeadline:

淋漓，盡致全新梅賽德斯-AMGC63轎跑車PresentationtitleinCorpoS(Body)10pt|Department|Date58SpecialOOH–TotemWIPNotconfirmedyetHeadline:

淋漓，盡致全新梅賽德斯-AMGC63轎跑車PresentationtitleinCorpoS(Body)10pt|Department|Date59SpecialdisplayPresentationtitleinCorpoS(Body)10pt|Department|Date60POSMThepowerofyourhart馭望，從心爆發(fā)用你的心跳，為全新C63Coupe加速…在熱點(diǎn)地區(qū)設(shè)置可感應(yīng)心率的跑步機(jī)（或動感單車）參賽者可通過跑動提高心率，為屏幕的C63加速心率對應(yīng)速度表，心率越快、車速越快＃

此裝置亦可放置于“發(fā)布現(xiàn)場”及“經(jīng)銷商店”PresentationtitleinCorpoS(Body)10pt|Department|Date61Crazyidea1PresentationtitleinCorpoS(Body)10pt|Department|Date62Crazyidea2釋放你的“心聲”在熱點(diǎn)地區(qū)設(shè)置一個麥克風(fēng)＋屏幕的神秘互動裝置，麥克風(fēng)上赫然印有AMG的logo，白色屏幕上有一條貫穿左右的縫隙中隱約看到C63車身局部，當(dāng)你在麥克風(fēng)上發(fā)聲時，屏幕上原本平靜的細(xì)線就隨著你聲音的大小變成高低不同的聲線峰值圖，你的聲音越大峰值圖就越大同時C63的圖像就越完整，當(dāng)你的聲音達(dá)到一定的峰值后整個屏幕會被你的“心”聲撕裂開來——熒幕中C63被你的心聲喚醒發(fā)動引擎回以響徹的“咆哮”聲與你共鳴！此互動裝置容易操作且不受場地限制，也可以設(shè)置現(xiàn)場比賽機(jī)制讓更多人參與共鳴PresentationtitleinCorpoS(Body)10pt|Department|Date63TVCHeadline:

淋漓，盡致全新梅賽德斯-AMGC63轎跑車AMGC63LaunchCampaignPresentationtitleinCorpoS(Body)10pt|Department|Date64StrategyPresentationtitleinCorpoS(Body)10pt|Department|Date65AMGC63TargetAudience25-35year-oldYoungexecutivesandentrepreneurs67.1%RepeatPurchaseDriveC63AMGastheirdailycommutingvehicleWhat

Performance

meantothem“Performance=PassioninEverydayLife”Theymovesperformanceineverypartoftheirlife;TheyseeanAMGnotasasymbol,butanexpressionofattitude-liveinthelifeofpassion.Therefore,ourclaim

“C63

AMG=PerformanceforPassion&Enthusiasm”It

isnotthekindofcaryouonlydriveonceamonth,C63AMGisyoureverydaylifestyle;

Itdemonstratethewayofhowyouareliving–alwayslivingpassionforeverysecond.PassionatePerformanceCreativeRecapPresentationtitleinCorpoS(Body)10pt|Department|Date66DealerPrintDealerOOHPrint

Print

PresentationtitleinCorpoS(Body)10pt|Department|Date67速戰(zhàn)。速決全新梅賽德斯—AMGC63PrintPresentationtitleinCorpoS(Body)10pt|Department|Date68速戰(zhàn)。速決全新梅賽德斯—AMGC63DealerTemplatePrint速戰(zhàn)。速決全新梅賽德斯—AMGC63PresentationtitleinCorpoS(Body)10pt|Department|Date69DealerTemplatePrintPresentationtitleinCorpoS(Body)10pt|Department|Date70速戰(zhàn)。速決全新梅賽德斯—AMGC63DealerTemplateOOHPresentationtitleinCorpoS(Body)10pt|Department|Date71全新梅賽德斯—AMGC63速戰(zhàn)。速決DealerTemplateOOHPresentationtitleinCorpoS(Body)10pt|Department|Date72全新梅賽德斯—AMGC63速戰(zhàn)。速決DealerTemplateOOHPresentationtitleinCorpoS(Body)10pt|Department|Date73全新梅賽德斯—AMGC63速戰(zhàn)。速決DealerTemplateOOHPresentationtitleinCorpoS(Body)10pt|Department|Date74全新梅賽德斯—AMGC63速戰(zhàn)。速決DealerTemplateOOHPresentationtitleinCorpoS(Body)10pt|Department|Date75全新梅賽德斯—AMGC63速戰(zhàn)。速決DealerTemplateOOHPresentationtitleinCorpoS(Body)10pt|Department|Date76全新梅賽德斯—AMGC63速戰(zhàn)。速決AMGS65LLaunchCampaignPresentationtitleinCorpoS(Body)10pt|Department|Date77CreativeRecapPresentationtitleinCorpoS(Body)10pt|Department|Date78PrintOOHPOSMDealerTemplatePrint世界，已在你身后梅賽德斯—AMGS65LPresentationtitleinCorpoS(Body)10