Brand Planning National Hotline
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First “Brand We-media Planning System” in China,
With the fundamental purpose of improving product sales and building a strong brand.
ulu.design
In 2015, it was held in Milan, Italy, with the theme of "Nurturing the Earth, Energy for Life". The theme of the Chinese Enterprise Pavilion at the Expo is "Chinese Seeds: The Power of Dream Convergence of Seeds". It is its responsibility to bring Chinese excellent enterprises and national brands to the Expo, to connect with the world and to show China's "wisdom" style. It is the first time that the Chinese Enterprise Pavilion has made a concentrative appearance in the form of a self-built Pavilion at an overseas Expo. As a brand of environmental protection and health household appliances, how to take advantage of the opportunity of the World Expo, carry the brand potential of the World Expo, enlarge the influence of the long-term laborer brand, and achieve overtaking in bends to become a strong brand of health industry.
Participation Goal
1. Promoting the Brand Image
Take the 2010 Milan World Expo as an opportunity to promote the overall brand of "long-term workers".
2. Stimulating Terminal Sales
The short-term influence of the World Expo will be transformed into long-term influence, and the influence of the World Expo will be implemented into the terminal image of the armed products.
3. Accumulating Communication Material
Integrate the content of the value of the World Expo, translate it into practical brand communication materials, and build communication potential in China.
Exhibition theme
Blue Renaissance, Purifying the World
Long-term Worker-designated Manufacturer of Health Electrical Appliances in Milan World Expo
Blue Renaissance: Blue represents the blue planet. Renaissance echoes the public perception of the Italian Renaissance. It implies that the environmental protection of the earth is second only to the Renaissance in the new era.
Purify the world: Purify the business attributes of the long-term laborer brand, the global representative of the long-term laborer voiced in the global stage of the Milan World Expo.
Creating an on-site atmosphere, strengthening interactive participation and fully media-based armed forces
Create the scene atmosphere: maximize the theme atmosphere of the scene, enhance the potential energy of the activities, and stimulate the enthusiasm of tourists to participate in the exhibition.
Strengthen interactive participation: instant interaction from the stage to the stage, strengthen the communication link of the exhibition, and realize the participation of exhibitors.
Full media armed: We should make the best use of all communication carriers, maximize the appearance rate of long-term laborers in the Expo site, and enhance the influence of the brand site.
Two strategies
Strategic Introduction: Based on the limited time of the Expo's momentum dissemination, how to transform the short-term influence into the brand's sustained influence is a major issue related to the sustainable development and utilization of the Expo theme.
Strategy 1: Developing Expo-funded Products
The essence of developing Expo-funded products is to put the label of the Expo on the products, but to give consumers the recognition is based on the criteria of the Expo.
Represents products certified by the World Expo.
Represents products that have reached the world's leading level.
Represents the highest quality products in China's health industry.
The terminal is the direct carrier for consumers to communicate with brands and products.
We believe that the terminal is the largest media. How to arm the largest media of the terminal with the Expo element is a strategic value for us to surpass our competitors and occupy the customer's mind. Based on the survey of the long-term terminal experience store and the Gome counter, we found that the situation of each store is different. Therefore, based on the standardized store image, we will make a unified specification based on the common location.
Experience the image of the store
Gome counter image armed:
Expo image showing the background of the Expo
