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刘欢在演艺圈子里算个学者型的歌唱家。这不单单因为他一直身为大学老师,更在于他具有为人称道的多方面的学养。在此只想谈谈这个才子不太为人所知的高超广告策划。2001年,白酒行业的新秀金六福酒想给它的副品牌福星酒做广告,概念有了,即喝福星酒运气好,可是在广告表现上却找不到好的切入点。时间一天天过去,拿出来的创意,总是无法令人满意。据《金六福及福星酒品牌推广策划手记》讲:“一天刘欢来喝酒聊天,忽然聊起这个福星酒。我们说产品概念有了,却苦于没有表现的方式。到底怎么样才叫运气呢?刘欢讲运气好要想表现出来,就得用东西把
Liu Huan in the entertainment circle as a scholar-type singer. This is not only because he has always been a university teacher, but also that he has a commendable multi-faceted education. Just want to talk about this talented less well-known advertising planning. In 2001, the liquor industry rookie JLF wanted to advertise its subsidiary brand Lucky Star. The concept is that there is good luck in Lucky Star wine, but the advertising performance can not find a good starting point. Time goes by, the ideas that come out are always unsatisfactory. According to ”Jilu Fu and Lucky Star brand planning and planning notes,“ said: ”One day Liu Huan to drink and chat, Suddenly chatted about this Fu Xing wine. We say that the product concept, but suffer from no performance of the way. Liu Huan talk about good luck to want to show, you have to use things