论文部分内容阅读
在竞争激烈的浏览器市场,为了帮助手机QQ浏览器与其他品牌做出区隔并实现超越,我们深度洞察中国90后年轻人的现状,挖掘出他们处于庞大竞争压力遇到网络快餐文化,急切想出头成功的个性,提出了“我不耐烦”的主张,并在传播规划中,将QQ浏览器产品特性——浏览速度快,对应到潜在用户——被速度喂养长大的90后,刺激年轻人追求“更快”实现自我的梦想,与他们产生对话。在后续创意发展中,我们台湾奥美广告提供传播策略及具有爆发力的创意作品,腾讯通过消费访谈,评估传播讯息能否引起消费者
In the highly competitive browser market, in order to help mobile QQ browser and other brands to make a difference and beyond, we have a deep insight into the status quo of China’s young people after 90, digging them in a huge competitive pressure to meet the network fast food culture, eager Think of the success of the first personality, put forward the “I am impatient,” the idea, and in the dissemination of planning, the QQ browser product features - browsing speed, corresponding to the potential users - was fed up to speed after 90 , Stimulate young people to pursue “faster ” to realize their dreams, and have a dialogue with them. In the subsequent creative development, we in Ogilvy & Mather, Taiwan provide advertising strategy and explosive creative work, Tencent through consumer interviews to assess the dissemination of information can cause consumers