令我讚賞的廣告創意-Haptic Mission

會接觸這支CF主要是因為-想看金賢重那超級四次元的邏輯-很白爛 但卻很好笑!

看完Anycall 這系列的Haptic Mission後，「偽企管人」我不禁想要寫篇blog來探討一下這系列廣告的創意。

Samsung 此次的廣告，除了跟一般的產品代言廣告一樣，砸大錢找來韓版流星花園的演員拍廣告代言以外，更跟電視公司合作，推出了Haptic Mission (有點實境秀味道) 的系列節目(廣告)，其操作手法概略如下：

PART 1:

讓四位代言人成為SAMSUNG的員工，Missioin 1 是四位代言人必須填「入社資格表」然後前往Samung的Headquarter進行面試，透過鏡頭一一記錄下代言人面試前的準備過程、面試，一直到正式成為社員，跟著三星的員工一起工作的情形。

此部分，在我看來，除了能夠吸引到代言人粉絲族群的消費潛力外，也成功的把了Samsung的recruitment過程介紹給了一般民眾，包含三星的工作環境、工作氛圍(有外籍的高層進行英文面試)等等，皆能透過這段影片，讓大家更了解三星，這對於企業形象絕對有加分的效果~( 此外，我猜，應該會有粉絲想：Wow…如果我能進去三星工作，搞不好有一天也能享受到這種跟明星當同事的福利耶~)

Part 2 ：

給四位代言人(三星社員)「設計手機外殼」的Mission，找明星來設計手機殼，就已經頗具噱頭，但記錄明星社員「設計手機外殼的過程」，這廣告的操作手法，令我十分佩服。

[產品功能的推銷] -會議過程中，代言人多次利用該手機裡所內建的「擲骰子」功能、「轉盤」功能 等等方式進行分組，已經充分的將該手機具有「娛樂兼實用」功能的優點成功的highlight出來。

[三星企業形象的營造]- 四位代言人，在接獲任務後，就跟一般的產品設計小組一樣，在專案預算跟時間的限制之下，需要走出辦公室，尋找創作靈感；外出找完題材回到辦公室後 ，由三星產品設計組的員工協助把idea具體的展現出來，最後，四個代言人亦須與一般員工一樣，進行proposal 的presentation，而該project的高層在四位代言人進行presentation時，也頗為真實的針對各個proposal提出challenge–從設計概念、材料取得等等問題。這個mission中，觀眾透過影片(廣告)裡代言人與三星員工的互動內容，能更進一步認識該公司產品行銷、設計的決策過程—告訴了一般民眾，在三星，我們就是這樣工作的!!

結論：此系列廣告，透過實境秀的方式行銷產品，不僅可以「毫無顧慮的進行置入性行銷」，其Mission內容的設計與安排，亦將該公司的企業文化、形象，以非刻意的方式推廣給一般民眾，真的很高竿。

心得：雖然不怎麼喜歡用韓國產品(就跟韓國人不開日本車的道理一樣)，但透過這系列的廣告，我不得不承認，韓國企業除了使用價格策略以外，其產品的行銷手法與創意，也有他們的一套…反觀台灣…Sigh…八點檔充斥著韓劇…慚愧阿~

其中一部分的廣告(不過這部分好像沒有中文字幕…)

France accused in Rwanda genocide (BBC)

France accused in Rwanda genocide

Some 800,000 people died in the 1994 genocide in Rwanda Rwanda has accused France of playing an active role in the genocide of 1994, in which about 800,000 people were killed. An independent Rwandan commission said France was aware of preparations for the genocide and helped train the ethnic Hutu militia perpetrators. The report also accused French troops of direct involvement in the killings. It named 33 senior French military and political figures that it said should be prosecuted. France has previously denied any such responsibility. Among those named in the report were former French Prime Minister Dominique de Villepin and late President Francois Mitterrand. The French foreign ministry told the BBC it would only respond to the fresh allegations after reading the report, which was released on Tuesday afternoon. Earlier this year France’s Foreign Minister Bernard Kouchner denied French responsibility in connection with the genocide, but said political errors had been made. Some 800,000 minority Tutsis and moderate Hutus were slaughtered by Hutu militias in just 100 days in 1994. Testimonies The BBC’s Geoffrey Mutagoma in the Rwandan capital, Kigali, says the commission spent nearly two years investigating France’s alleged role in the genocide. It heard testimonies from genocide survivors, researchers, writers and reporters. The 500-page document was presented to Rwanda’s government last November, but was not made public until now. Rwanda has repeatedly accused France of arming and training the Hutu militias that perpetrated the genocide, and of dragging its feet in co-operating with the investigations that followed. France has maintained that its forces helped protect civilians during a UN-sanctioned mission in Rwanda at the time. The two countries have had a frosty relationship since 2006 when a French judge implicated Rwandan President Paul Kagame in the downing in 1994 of then-President Juvenal Habyarimana’s plane – an event widely seen as triggering the killings. President Kagame has always denied the charge. He says Mr Habyarimana, a Hutu, was killed by Hutu extremists who then blamed the incident on Tutsi rebels to provide the pretext for the genocide.

 

 link: http://news.bbc.co.uk/2/hi/africa/7542418.stm