[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"case-content-detail-seo-5492":3},{"activityCoreContent":4,"activityCoreContentImg":5,"agencyCompany":6,"agentMediaLogo":7,"amount":7,"approvalStatus":7,"averageScore":7,"brandAttitude":7,"brandName":8,"brandOwnerLogo":7,"caseBackground":9,"caseBackgroundImg":10,"caseImplementTime":11,"caseName":12,"caseType":13,"caseTypeList":7,"categorySub":7,"chargeType":7,"cmsTagIdList":7,"contactMobile":7,"contactPerson":7,"contactPost":7,"coreStrategyInnovation":14,"coreStrategyInnovationImg":15,"coverPath":7,"createBy":16,"createDate":17,"createDept":7,"createDeptName":7,"createOrganization":7,"createOrganizationName":7,"createUser":16,"createUserAccount":16,"createUserName":18,"creativeStrategyExecute":19,"creativeStrategyExecuteImg":20,"dataId":21,"deletedAt":7,"directorNineteen":7,"goldCase":22,"hotContent":23,"id":24,"industry":7,"industrySub":25,"isCharge":7,"isCouncil":7,"isDeleted":22,"isShow":26,"keywords":7,"latestAuditTaskId":7,"mainKvImg":27,"mainNegotiator":7,"marketingEffect":28,"marketingEffectImg":7,"marketingTarget":29,"marketingTargetImg":30,"mediaStrategyExecute":31,"mediaStrategyExecuteImg":32,"participateAward":7,"participateCategory":33,"partyACompany":7,"partyAEditor":7,"partyBCompany":7,"partyBEditor":7,"partyBIndustry":7,"partyBIndustrySub":7,"payer":7,"protectTwoThousand":7,"receiveAmount":7,"receiveStatus":7,"recommendCompany":7,"recommendEditor":7,"recommendGroup":7,"remarks":7,"reviewStatus":34,"rounds":7,"sendCompanyIntro":7,"showOnList":35,"showOnYzt":35,"sort":7,"startAt":36,"subGroup":7,"submitReport":37,"submitReportList":38,"tagsList":39,"tagsName":7,"tenantId":40,"updateBy":16,"updateDate":41,"weight":23,"zdybqs":7},"1、线下强势曝光：大视觉媒体+沉浸式体验线下事件曝光\n执行：采用超级灯箱大牌，进口UV画布高精度喷绘+无边框展示，呈现足够吸睛的大视觉效果，在重点车库全路径全年投放曝光。动感灯箱独特光影效果营造沉浸式体验，LED光源技术打造炫酷视觉画面，包围式曝光塑造品牌认知。\n2、线上二次发酵：配合线下话题二次传播，实现线上线下联动发酵\n执行：结合线上平台播放视频及发布社交媒体推文，为品牌二次传播发酵，引爆多重圈层传播。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F63fddd152b8ea90007c0d760\u002Fc93bb995ba2712fa4e308ceece581fce.png","广州昀鼎广告有限公司",null,"小鹏汽车","一方面，在政策的大力支持下，新能源车市场发展迅猛，小鹏汽车作为先行新能源车品牌，该抓紧机遇，高速增长。另一方面，传统车企相继入局，推出新能源车品牌，小鹏汽车在品牌建设方面相较传统车企更需加强。本轮投放主要锁定有预购新能源车计划且预算与小鹏价位区间高度匹配的车主群体，根据吾德数据针对昀鼎车主人群受众调研显示：半年内预计换购第二\u002F三辆新车为新能源车的车主人群占比48.3 %，预购价格在20万左右人群占比43.7%，正好匹配小鹏汽车15-22万的价位区间，TA们是小鹏汽车的重点目标群体。为此携手昀鼎传媒锁定这些小鹏汽车潜在消费用户，并扩大小鹏汽车品牌的影响力与声量。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F63fddd152b8ea90007c0d760\u002F0475deadabe656bd16741f943efcfa5c.png","2022.02.01-12.31","小鹏汽车锁定车主人群，一起探索美好出行！","admen","核心策略：\n1、针对小鹏汽车目标的有车中产消费特征，在他们日常高频出入的特色商圈车库锁定追踪\n2、线下推出各大小鹏汽车门店与车库画面，在车主必经路径打造超级灯箱大牌+动感灯箱持续曝光\n3、线上同步联动自媒体矩阵，打造爆款话题，通过视频+社媒二次发酵，引爆流量关注\n创新点：\n1、革新光源技术：采用冷光源和UV进口画布，提升灯箱广告画面的展现质量，增加车主关注频率和视线停留时间\n2、革新边框展示：采用全景无边框定义新形式，提升画面真实度，增强视觉冲击\n3、革新形式载体：大规模应用动感灯箱，以炫酷光源实现动静结合，加强用户对小鹏汽车高科技品牌认知","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F63fddd152b8ea90007c0d760\u002F257a950edb29cb5190c0c8cc514d5c24.png","system","2023-07-27 14:55:10","超级管理员","【创意策略】\n品牌形象创意：主KV打造头部新能源汽车品牌，对小鹏汽车稀缺点形成深刻认知\n品牌传播创意：以动感灯箱作为引爆点，独占大视野，画面聚焦小鹏汽车科技形象，突出高科技系缺点\n【策略执行】\n1、线下品牌曝光：主KV强调“天生智能，探索不止”，各大商圈车库与经销商门店同步投放，扩大声量，以丰富酷炫的画面吸引关注，打造线下爆款话题\n2、线上发酵话题：同步联动自媒体矩阵，二次引爆话题，吸引线上流量至线下门店，进一步增强小鹏汽车的品牌曝光\n3、拦截引流门店：通过媒介方大数据库以小鹏汽车门店和特斯拉门店为中心筛选周边优质车库，引流至小鹏汽车门店","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F63fddd152b8ea90007c0d760\u002Fdcd5817bc920bb9035fd32a17e2c682a.png","63fddd152b8ea90007c0d760","0",0,"5492","交通运输",1,"https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F63fddd152b8ea90007c0d760\u002F82e56002aa89846d0e6c4a5bf963202e.jpg","无","1、对话目标用户：对话车主人群，更快速锁定有预购与小鹏汽车价位区间高度匹配的潜在新能源车增换购车主，在TA们计划购买之前将品牌信息植入心智，助力小鹏汽车成为这些车主购买新能源车时的必经考虑之一。\n2、扩大新车声量：在新车上市前通过车库画面抢先预热，吸引潜在购买者关注，新车上市后，在潜在的增换购车主高频出入的商圈车库，持续曝光，加强TA们对小鹏汽车的品牌印象，并借助其中的KOL裂变式传播，扩大声量。\n3、加持门店引流：筛选小鹏汽车门店周边进行广告投放，激发消费者购买兴趣后直接引流至周边门店，促进销售更高效的转化，同时拦截特斯拉为首的主要竞品客流，抢占目标市场份额，强化小鹏汽车在新能源汽车市场的领先地位。","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F63fddd152b8ea90007c0d760\u002Fabad17e948a98e99a993dce3c725a563.png","【线下媒体】\n传播目的：吸引潜在新能源车增换购车主，增加新产品订购量\n目标市场：以广深佛为华南核心阵地，全面进军城市头部商圈中高端消费场景\n投放场所：锁定头部商圈TOP级综合体及超甲级写字楼，覆盖目标群体日常生活全轨迹\n媒体形式：1、动感灯箱-量身定制炫酷光源，大视觉画面独占视野\n2、超级灯箱大牌-主KV震撼展示品牌主调，强调品牌核心稀缺点\n【线上媒体】\n传播目的：围绕线下车库场景事件营销，全面发酵品牌话题热点，引爆小鹏汽车品牌二次传播，强势曝光\n媒体形式：线上资源-昀鼎传媒自媒体矩阵（视频号、公众号、头条号、百家号等）+各大媒体转载内容稿件","https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F63fddd152b8ea90007c0d760\u002F888f7b7963e864cbdc245da9a681280b.png","内容营销类","2","1",2023,"https:\u002F\u002Fcdn.5iidea.com\u002Fadmen\u002Fcase\u002F63fddd152b8ea90007c0d760\u002F338a010e17c6fc9a0890c56b731970f4.pptx",[],[],"000000","2023-08-13 14:45:06"]