its the updated version for IMC but more digital thinking including D&E's showcases.

1. Digital Creative Case Sharing
Presented by Eleny

2. eleny
180China
Wunderman
Publicis
D&E
Yahoo!
Leo Burnett
OgilvyOne
IMC Creative
Digital Creative
IMC Creative
Digital→IMC
Digital Creative
Digital Creative
Direct Marketing → Digital
IMC Creative Director
- Communication strategy
- Creative Solutions
CITI / 麥當勞叔叔之家
+ JTI / Amway
LUXGEN / Converse
+ VW CRM / ⽩白蘭蘭⽒氏旭沛
+ Loreal / Unilever / Nestle
+ Kotex / Huggies
Heineken / 麥當勞 / 中華汽⾞車車
PMI / 新光三越 / 中華電信
賓⼠士/ 美國運通 / Nokia

3. “創意真的超棒的，
但怎麼銷售沒起⾊色?”
“創意不好 ..因為
沒有WOW! ”
創意好或不好
(在提案階段)
都只是⼀一種感覺⽽而已

4. 創意不應該⾃自爽
追求⾏行行銷的有效性
要讓品牌與消費者共同有感
與過去單向投放不同
在數位環境的現在
沒有立即性的反應就是無感

6. IMC
這已經不是錢的問題
⽽而是到底approach對不對

7. Marketing
2004年年
⾏行行銷是創造、溝通與傳送價值給客⼾戶，及經營顧客關係以便便讓組織與其利利
益關係⼈人受益的⼀一種組織功能與程序。
美國⾏行行銷學會(AMA,American Marketing Association)
品牌 消費者
Value
Value
在品牌與消費者之間，從事價值轉換

8. 品牌 消費者
傳播
回饋
⼈人
受眾
意向者
reach
interactive
visit
A Brand is the totality
of what the consumer
experience
⼀一個品牌
是消費者所
經歷的總和

9. Where is the TA?( young adult..)
How to reach them? (Media)
What message to be delivered? (Advertising)
Participate in TA's life (behavior)
1. sharp insight 2.curate brand action
You have to anticipate every encounter a customer is
going to have with your brand.
你必須預⾒見見消費者與品牌的每⼀一次接觸機會

10. Integrate Marketing
Communication
Brand Activation
IMC
strategy
Efficient
Execution
Delivering
IMC
Creative
DEFINE
Marketing Issues
FIND OUT
Marketing Solutions
Assignment
確切釐清
⾏銷關鍵問題
Challenge
精準發掘
⾏銷解決⽅案
Strategy
精準規劃
傳播策略與創意
Execution
效率提供
實際執⾏內容

11. Best Case1. GARNIER Spot Corrector Launch
BRAND TRUST
不相信品牌任何廣告語⾔怎麼辦︖
協助卡尼爾淡斑精華從不信任的品牌危機，變成熱銷商品
精準洞察
新轉機
眼⾒為憑!! Reveal, Trial, and Drive Sale!
卡尼爾淡斑精華讓品牌歷年來⾸度奪冠，稱霸通路銷售NO.1
Convince consumers with trail program to make them truly believe product benefit!
We did engage over 100 people to be participated in this event (not only be engaged
but also share). The most important is successfully drive sales to be leading brand!

12. 卡尼爾冰河泉保濕精華 百萬⼈人氣保濕王

13. Best Case2. Loreal Paris Extraordinary Oil Launch
ACTIVATE BEHAVIOR
不流⾏但還是要熱賣怎麼辦︖
協助巴黎萊雅護髮精油
教育全新護髮⾏為＋創造消費需求
精準洞察
超熱賣
Extraordinary You!
巴黎萊雅2013年度最優IMC⾏銷
內容⾏銷+試⽤⾒證活動
銷售業績NO.1
Let consumers experience amazingly
product benefits and educate usages to
twist their hair treatment behavior. We
invite famous hair-designer to share hair
treatment tips with our product and
encourage consumers to have the first trial.
The great result is we did great both BUZZ
and sales in this launch event.

14. 巴黎黎萊雅⾦金金緻護髮精油 Make it trend!

15. Best Case3. RMHC
Issue:
遠地就醫兒童慈善基⾦金金會往往不是⺠民眾樂捐的⾸首選
加上麥當勞叔叔之家的麥當勞品牌資產讓消費者誤以為並非弱勢團體需要援助
Insight:
爸媽不⼀一定會捐款，但絕對會樂於協助⼩小朋友學習助⼈人⽽而去做捐款的動作
Strategy:
Kids helping kids! + Create真實事件

16. 麥當勞叔叔之家 ⼩小朋友幫助⼩小朋友

17. 多芬深層修護系列列 矇眼變髮

18. How to Do something &
make it BUZZ?
Insight > Solution > Result

19. NIPPO
Your happy news is our story

20. ROM

21. ING Direct
Our clients are the best Ads

22. STOP thinking about media
but figure out consumer insight!
Thank you!