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炫耀不同,EXEED星途的跨界营销之道

2019-10-28 14:57| 发布者: admin| 查看: 1737| 评论: 160

 近日,EXEED星途在第26届中国国际广告节上,凭借与华为视频携手举办的视频摄影大赛,斩获“中国国际广告节广告主·2019年度活动营销奖”。此次获奖,体现了EXEED星途敢超越的品牌精神,更成为了汽车营销成功的经典案例。

  图左为华为商务总监 殷子雄

  图中为星途主任传播经理 徐爱博

  图右为云动品牌经理 林伟斌

  从品牌创立之初,EXEED星途就致力于树立中国汽车“新高端”标杆。同时,通过各种方式,突破圈层束缚,打破界限阻隔,积极融入到年轻消费群体的生活场景中去。

  在竞争日趋激烈的中国汽车市场,实力雄厚的产品无疑是决胜市场的利器。然而互联网科技的风靡、碎片式多元化传播环境,让产品如何真正触达目标人群,成为各汽车品牌营销的重要课题。

  以EXEED星途与华为视频共同举办的这场摄影大赛为例。此次摄影活动精准定位用户群,着力于大数据智能化营销,通过大数据洞察人群圈层,建立核心圈层、互动圈层、围观圈层,实现圈层化多级联动营销。与此同时,摄影大赛借势热点IP,依托于星途的品牌诉求并结合华为视频P30的产品特色,以最佳瞬间,世间百态,寻迹星途为主题进行作品征集。同时还邀请汽车行业头部KOL玩车教授合作,力求在更多渠道持续发声。

  同时,EXEED星途的跨界营销尝试远不止于此,在品牌跨界方面,EXEED星途与小米双方基于高度重叠的年轻消费者,以新零售为切入点进行销售模式的创新,促进品牌口碑的提升,同时也有效助力了销量转化。

  在娱乐营销方面, EXEED星途冠名了音乐创旅节目《知遇之城》,并在通过“腾讯音乐合伙人”暨“星乐季”战略合作,开启一系列娱乐营销试水。国民女歌手张靓颖担任EXEED星途品牌“星推官”,并为星途定制同名主题曲《星途》,获得强烈的市场反响;通过线上明星K歌互动、线下明星互动的音乐盛事等形式,全方位吸引用户参与到品牌的互动中,让更多年轻人感知到EXEED星途品牌的活力,从而产生真正的情感共鸣。

  这些别出心裁的跨界营销活动,都是基于EXEED星途对目标人群的深入洞察和行为分析后持续开展的。精准的用户画像、超越合资的产品优势、创新的营销战略,让EXEED星途成为中国高端汽车市场一颗冉冉升起的新星。

  此次EXEED星途汽车荣获中国国际广告节广告主·2019年度活动营销奖,得益于其在行业内树立的优质品牌优势。EXEED星途所坚持的高品质服务路线,以及不断创新的精神,使其在业内赢得了大量优质忠实的用户。

  就在10月25日,EXEED星途于上海举办了一场声势浩大的交车盛典,拥有超颜值、超智力、超动力三大核心实力的星途LX,与张靓颖同框登台,为车主、粉丝共同打造了一场新鲜、个性、有态度的超大规模音乐盛典。

  自今年10月8日正式宣布上市,短短十余天时间,星途LX全系车型订单已经突破2000个,交车数量达到1000台。庆典活动吸引了来自全国各地200多位车主到场狂欢,共同度过炫耀时刻。如此广受喜爱,自然是因为星途LX超越同级、媲美合资的产品实力;更是因为星途对于营销,对于年轻消费者需求、喜好的精准把控。

  随着全国首批车主交车,星途LX凭借“超颜力”、“超智力”、“超动力”三大核心产品优势,将与敢于超越的所有人一起踏上新旅程。我们有理由相信,有好产品,懂消费者心的EXEED星途,将会在未来获得更大的成功。


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