卡萨帝人生故事
产品/品牌
卡萨帝
广 告 语
懂事物珍稀,更懂珍惜事物
创意说明
在央视,用3分钟讲述6个关于珍惜的微故事
We narrate six stories on bits of life within 3 minutes on CCTV.
卡萨帝人生故事
Casarte Life Story
【Creative】
6台产品
6 Products
6位用户
6 Users
6种美好品质
6 Qualities
6个社会议题
6 Social Topics
6则人生寓言
6 Fables
共同诠释「懂事物珍稀,更懂珍惜事物」品牌价值主张
To interpret the brand value “one must take care when embracing the rare”
【项目背景】
[Project Background]
卡萨帝人生,是卡萨帝的生活方式内容IP。
Casarte Life is the content IP of Casarte lifestyle.
卡萨帝希望通过讲述用户故事,更加显性地传达卡萨帝所倡导的生活方式和人生态度,
The brand hopes to convey the lifestyle and attitude promoted by Casarte in a more explicit way by presenting user stories,
引发目标人群的共鸣。
thereby arousing the resonance of the target group.
通过「懂事物珍稀,更懂珍惜事物」的价值观传播,进一步巩固卡萨帝品牌的高端认知,促进消费者对卡萨帝品牌/用户,从物质贵族到精神贵族的认知跃升。
The dissemination of the value “one must take care when embracing the rare” aims to further people’s understanding of Casarte as a high-end brand and promotes consumers’ cognition of Casarte brand/users from materially to spiritually.
【传播目标】
[Goal of Communication]
1、不仅展现出精英人群当前的生活,使目标用户产生向往感(人生品味部分),更要展示出精英人群之所以成功,背后所隐藏的原因(生活态度部分)。
1. The campaign shall not only present the current lifestyle of the elites so that the target users will yearn for that life as well (the taste part), but also interpret the cause behind those successful elites (the attitude part).
2、要建立起「不仅是物质贵族,也是精神贵族」的形象,为品牌及用户,赢得更多人的向往和尊重,获得更多「高知精英人群」的认可。
2. This campaign shall also build the image of Casarte as “a noble featuring both material and spirit” so that more people are attracted to it and respect the brand and users. In the meantime, the brand can be more recognized by prominent elites.
【中心化媒体内容营销的全新尝试】
[A New Attempt of Centralized Media Content Marketing]
本次#卡萨帝人生#的广告传播,
The advertisement of #Casarte Life Story#
在CCTV-1综合频道、CCTV-13 新闻频道、
will be on CCTV-1, CCTV-13 and at prime time after
19:30分《新闻联播》后的黄金标段进行了投放,
the News Broadcast ends at 7:30 p.m.
创意内容更具故事感和时代性,
With creative and contemporary stories,
且兼顾了品牌、产品、用户,
the advertisement that gives consideration to the brand, the products and the target users,
尤其是“什锦拼盘”式的内容组合方式,
is presented in an assorted approach.
创造了央视2分钟标段全新的内容组合方式。
This is a new content combination for 2-minute advertisement on CCTV.
【传播效果】
[Communication Effect]
截至2020.6.28(持续发酵中)
As of June 28, 2020 (still continuing)
卡萨帝央视播放总频次:353次
Total frequency of Casarte’s advertisement on CCTV: 353 times
收视数据:收视点 93.67
Rating points: 93.67
预计累计触达11.8亿人次
Estimated number of people reached: 1.18 billion
客户名称:卡萨帝
Client Name: Casarte
作品名称:《卡萨帝人生故事》
Advertisement Name: Casarte Life Story
声音及字幕
无
相 关 资 料
创作团队/部门
胜加事业一部
导演
张哲
制片
高欣如、吴俊杰
客户服务
Jessy、Kelvin
文案
刘鹏、宋博、兰天欢
美术指导
石磊、葛洁
投放/最近一次发表时间 2020年06月24日
发表媒体
中国中央电视台
广告主 卡萨帝