[行銷] Jaguar經典廣告分享

看板Marketing (行銷)作者QuentinHu (囧興)時間16年前 (2008/08/06 03:42)推噓0(0推 0噓 2→)

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-- 本文同步發表於焦糖瑪其町行銷論壇連結可跳轉 http://tinyurl.com/6lrfnu -- 下面這幾支廣告都非常的棒跟大家分享一下不過都沒有在台灣播過可惜了 2005 Jaguar XK TVC－Gorgeous http://tw.youtube.com/watch?v=4UBRm23qPhI 車在廣告之中從來就不是主角而是配角廣告中完全沒有提及車輛性能、配備直到廣告最後 Jaguar XK才像蒙上面紗的女郎若隱若現的出場旁白不斷地解釋何謂"gorgeous"： Gorgeous deserves your immediate attention.Gorgeous makes effort look effortless. Gorgeous stays up late and still looks gorgeous.Gorgeous has no love for logic. Gorgeous loves fast. Everyone cares what Gorgeous says. Gorgeous gets in everywhere.Gorgeous can't be ordinary even if it tries. Gorgeous pays for itself in the first five seconds. Gorgeous doesn't care at all what others are doing. Gorgeous was born that way. Gorgeous trumps everything. Gorgeous is worth it. Jaguar藉著這支廣告扣人心弦的詞語與帶有些許性暗示意味的畫面挑逗觀眾對美的渴望也讓消費者明白 Jaguar造出來的不是僅僅是車而是浪漫唯美的精華也是對美麗事物的執著追求與渴望在這支成功的廣告後 Jaguar = Gorgeous 便成為所有promotion的基調如底下這幾支廣告 Fujiya & Miyagi http://tw.youtube.com/watch?v=XHRMYWklPjQ Jaguar XK http://tw.youtube.com/watch?v=zFmJ1OFdqY4 2006 Jaguar XJ Gorgeous Collection Promotion http://tw.youtube.com/watch?v=l_nEo5ySRnM 2008 Jaguar XJ video preview http://tw.youtube.com/watch?v=5T7qOOl1eu0 和上面的廣告相同其背景多是上流社會的生活方式而不論是廣告內容還是配樂都跟"美女"、"約會"有關靠這一系列的promotion Jaguar重新走回了"性感"的老路線但更多了些高尚、優雅成功挽回了她在大眾心中日漸滑落的品牌形象而看看下面這支走美式無厘頭風格的廣告就可明白為什麼90年代Jaguar的銷售每況愈下 Jaguar X-Type - Commercial http://tw.youtube.com/watch?v=pfL3egQ61bU 除了俊男美女以外這支廣告徹底捨棄了以往的風格重點放在四驅功能、動力表現讓大眾對Jaguar的高檔價位得不到絲毫相襯的精品印象下場當然不忍卒睹 -- ※ 發信站: 批踢踢實業坊(ptt.cc) ◆ From: 203.70.79.70 ※ 編輯: QuentinHu 來自: 203.70.79.70 (08/06 03:43) ※ 編輯: QuentinHu 來自: 203.70.79.70 (08/06 03:44)