141.士力架SNK@Ogilvy－Final.pdf

Build Snickers as No.1 snack choice in the occasion of preparing exam in ChinaExamMiddle school studentsCampus students ParentsTalk-ability SalesYou are not you when youre hungry 从品质生活到创造生活从兴趣追逐到原创表达从善良微光到大度表态从独而不孤到跨界盘活Data Resource：TencentYouth VolunteersFrom refined-life to create-lifeFrom chasing interests to generating contentFrom barely loglines to lively cross boundaryFrom kindly silence to generously speak out212Questionnaire84Middle school students128Campus students 21focusgroupStudySleepDreamStudy 16hSleep 8hRealitySleepstudyeathave fun!#$%$?.Study 8hEatSleepHavefun#%?.越到大考心越浪Wanna escape whenthe examapproachingStrategy骂街、唱歌、幽默、祈祷Rollo maySqualling,Singing,Teasing,PrayingShort escape is surely delightful,but too much hurts GPAYoure not you when you are hungrySweep HungerFull EnergyBack to yourself communicating in a fun and humorous waypassing fortunein humorous wayCelebrities drivesales0246810InfluenceFans numberFans demographhandsomeBrand relevancy1920-2930-3940-4940-4950%25%0246810InfluenceFans numberFans demographhandsomeBrand relevancyYoure not you when you are hungrySalted FishMermaidFull EnergyBack to yourself communicating in a fun and humorous waypassing fortunein humorous way1、中景，学生复习备考正在紧张进行。Medium short:students are revising intensely.2、特写一个淌汗的咸鱼头人身的学生瘫在书桌上。Close short:a salted-fish head man is lying on the desk desperately.3、任由各种习题打击，各种无力的状态。He feels completely out of strength and all kinds of exercises books are hitting him.4、突然有一只手拿着士力架出现在镜头前Suddenly,one hand holding a SNK appears in front of the screen.5、镜头拉远，张一山微笑着对吴磊说：“饿货，来条士力架！”Zooming out:Zhang Yishan with smile said to Wu Lei“Hungry,have a SNK!”6、咸鱼吃了一口，变成吴磊身的人鱼The salted-fish head guy has a bite,and transforming to Wu lei.TVCStoryboard7、书桌上的课本里跃出几只锦鲤，外绕在吴磊身边，（预示考得好成绩）Many mermaids jumping out of the book,fly around Wu Lei(to show the good luck/score)8、吴磊甜甜一笑，奋笔疾书Wu lei smiles sweetly,and write swiftly.9、“饿货，来条士力架，横扫饥饿，备考咸鱼变锦鲤”“Hungry,having a SNK,transforming to lucky mermaid”10、吴磊身的人鱼（上半身人下半身鱼）的锦鲤在张一山身边跳动畅游，追随张一山手中的士力架。Mermaid Wu lei chases after the SNK holding in Zhang Yishanshand,and playing around him.Youre not you when you are hungrySalted FishMermaidFull EnergyBack to yourself communicating in a fun and humorous waypassing fortunein humorous way你妈觉得你饿Mom alway s s uppos es y ou ar e hungr y小饥小饿A little bit hungr y1、家里的书桌上，张一山和吴磊正在聚精会神的微蹙眉头解一道题。A pile of books spreading on the desk,Zhang Yishanand Wu Lei are concentrating on one exercise.2、砰，砰，砰，老妈开门进面带微笑，双手端着托盘，托盘里放着两瓶牛奶“Peng!Peng!Peng!”,Mom happily walking into the room,holds a tray,on which there is two bottles of milk.3、“儿砸，辛苦了，牛奶有营养。”妈妈一脸谄媚的将牛奶放在书桌上。“Boys,have some milk,its full of nutrition”,Mom with flattered smile puts the milk on the desk.4、砰，砰，砰，“儿砸，这花生可香啦”笑脸二进宫。“Peng!Peng!Peng!”,“Boys,the peanuts are really delicious”,Mom with flattered smile again.5、砰，砰，砰，“儿砸，来块儿巧克力，精神精神！”啊又是那最熟悉的陌生人。“Peng!Peng!Peng!”,“Boys,have some chocolates,chill up!”,Er Mom again,the most familiar stranger.6、伴着桌上又新添的一颗“爱心”，试卷上的数字已经开始交缠、聚集。With the third snack,or could say“love heart”,the numbers on the sheet are melting and mingling.TVCStoryboardForParents7、砰，砰，砰，“儿砸”“Peng!Peng!Peng!”,“Boys”8、“啊”张一山和吴磊的小宇宙终于爆发！张一山伸出一只手，吴磊帮他把牛奶、花生、巧克力，融到一起！“Ah”,Zhang Yishanand Wu Lei finally cannot stand their Mom!Zhang Yishanreaches out his one hand,and Wu Lei helps him mixing milk,peanuts,and chocolates.9、儿子向妈妈展示：“妈，这就是一条士力架”Boys show to Mom:“Ma,its just a SNK”BannerARPosterPOSMPackage Design 51g*3 Supermarket Pack产品包装-51g*3 普通商超版Display demo of adjacent product in goods shelf货架相邻产品包装翻转陈列示意产品包装-电商促销版Package Design-EC PackDisplay demo of adjacentproduct in goods shelf货架相邻产品包装翻转陈列示意每条撕开内部印有文字建议卡纸内侧单色印刷每盒上面刻蚂蚁线方便单独打开每一条最外层包装单侧开口开口部分向内翻折避免划手，同时增加强度内部氛围四个单独小盒可分别抽出，便于分享Each Snicker will print words inside,andsuggest that single color printing inside.Each box engraved ant line,in order to open each one individually.One side of the box can be open,and turnover to the top,to avoid cutting finger and enhance hardness.There are four small boxes contained inside of the big box,which can be pulled out and easily share.Tearing out every strip cap,on which there is one exam tip that can ease students emotion.“每天一条锦鲤装“Youre not you when you are hungrySalted FishMermaidFull EnergyBack to yourself communicating in a fun and humorous waypassing fortunein humorous wayQuirky Social GamePOSM:Spokesman AR Poster3D Painting Event:Directly Driving School SalesTeach buildingSupermarket SNK Theme 3D Pantingin schoolFans20,000,000+Reading20,000+Reading16,000+Reading9,000+Fans7.25 mil+Reading80,000+Reading100,000+Feed The Hungry Fish And Get A KoiCommunicationPlanMediastrategyREACH RELEVANCE TRADEContent CreationBig Data Sales Conversion社会化KOLIn store media校园类媒体TA Reach93.41millionTA Reach237.91millionSource：QuestMobile、Bilibili、2016 Q2 腾讯财报、iResearchTA Reach37.5millionWhatisnew？Create newbusinessmodelVideoStreaming OnlineShoppingIP-trafficOneidea coverssocial platformsTraditional Ads 在学生聚集的高流量平台上创造新的商业模式With Students Crowded High Traffic PlatformCreate New Business Model成交量较往常提升60倍Sales increased 60 times as usualIP Exchange TrafficSalesSocial is everything School MediaReading：20,000+Reading：9,000+Reading：6,000+Budget AllocationCelebrities FeeYishan Zhang 4,000,000.00 Lei Wu媒体资源预算CPMVideo View Impression BilibiliBilibili4,000,000 4 4,000,000 1,000,000,000 阿里微博5,000,000 40 25,000,000 125,000,000 天猫淘宝优酷腾讯微信3,000,000 22 90,909,091 227,272,727 QQ腾讯视频2,000,000 SocialKOL及其他1,000,000-159,799,000 TOTAL15,000,000-119,909,091 1,512,071,727 Video View：119m+Impression：1.5b+Paid MediaCampaign Launch KOLbannerTradeJulAugMar 2017 15thApr15thMay15thJunECRetailViral VideoPre rollArticle15th15thStreamingVideobannerEmoticonCampaign LaunchTeamStructure“We sell or else.”“一切为了销售，否则我们一无是处.”Michael CheungCEO,NEOOGILVY CHINA奥美世纪Appointed in 2016,Michael Cheung is CEO,NeoOgilvyChina,responsible for the development and expansion of theGroups business relationships and alliances in china.A media veteran with more than 19 years of experience,hedevelopedcriticalskillsinmediaplanningandclientmanagement.Prior to joining Neo,Michael Cheung was theChief Strategy Officer of GroupM since 2014,responsible fortheagencysstrategicdevelopment,operationsandcontinued growth.Michael graduated from Peking University with a Bachelorsdegree in law,and is a graduate of the Harvard BusinessSchools Advanced Management Program in 2011.Naru is WPP veteran of over 2 decades during which he worked for Ogilvy,GroupM and Kantar.He has worked on diverse categories,in diverse roles across APAC.His last stint was as CCO with MillwardBrown where he was responsible developing research methodologies for cross platform digital performance measurement.Prior to that he was with GroupM in China helping large marketers transform from legacy to digital marketing.Part of his remit was to set up digital and ecommerce operations for P&G in China.Naru RadhakrishnanCFO,NEOOGILVY CHINA奥美世纪Natalie Wang Media Strategy Partner奥美世纪Nataliehas 12 years of 4A experience,and has great contribution to media planning area.She joinedNeoOgilvyin 2009,and served global clients such as Qualcomm,ThinkPad,SAP,Cisco.2013,she set up performance marketing team integrating search,programmaticbuying,social marketing and media planning,and providedperformance consulting service to branding.Graduated from Pekinguniversity.Yoyo QiHead of Media奥美世纪Yoyo has 10 years experience in advertising media planning,and she joined NeoOgilvyin 2008.Advertising division,database technologyShe has excellent team management insight and data collaboration capabilities.Also,she has years of great customer service experience.She is proficient in digitalmedia and media planningability.She has served ThinkPad,Cisco,Lenovo ThinkPad,Kimberly-Clark,TripAdvisor,Tourism Fiji,SKP,Kingsoft,Perfect World,Tencent Games and many other well-known brands.Shakira HuangHead of Social奥美世纪Shakira has 9 years experience of digital area,and unique point of view in terms of Social Media.She is quite familiar with full stage knowledge of Social marketing,such as integrated campaign of SNS marketing.She joined NeoOgilvyin 2009,and serves KSF,Snow Beer,Siemens,J&J,Green Peace with the support of her Social team.Aroach ZhangCreative Director奥美世纪Lang graduated from Zhengzhou University with a Bachelors degree.Aroach still possess a tremendous passion to creative,and firmly believe small sparkles will kindle a great fire.Relaying on the tenacity,our team won one victory after another,and it is an on-going status for us.Brand establishment,traditional ads,and integrated marketing are all left my footprints.Clients：Nestle,361,Li-ning,China Telecom,Qingdao beer,Moto,Acer,LG,etc.Mickey LiuProject Director奥美世纪Mickey graduated from Beijing Fashion Institute University with a Bachelors degree.Clients：Nestle,361,Li-ning,China Telecom,Qingdao beer,Moto,Acer,LG,etc.MarioAccount Director奥美世纪9+years experience in social marketing and offline activityClients：Li-ning,China Telecom,Qingdao beer,Moto,etc.Ramona ZengAccount Director奥美世纪Ramona as fellow joined Ogilvy Group since 2014,and has piratical experience through international and local brands,including Audi,Amazon,VW,KSF to service.She has strong academic background in marketing communication and media culture.Ramona graduated with the master degree from University of East Anglia in UK.Lion MiaoAccount Manager奥美世纪Lion joined Ogilvy Group since 2014,and he has piratical experience through international and local brands,including ThinkPad,TripAdvisor,Tourism Fiji,VOSS,SKP and some other brands.He has great customer service experience,and good at data processing,creative and media planning.Milly ZhouAccount Executive奥美世纪Milly joined NeoOgilvysince 2015,and has practical experience through global and local brands,including ThinkPad,Tourism Fiji,VOSS,Trip Advisor,etc.She majors in advertising，and graduated with the bachelor degree from Beijing Institute of Fashion Technology.Ruby Wang2016 Fellow奥美世纪Since November 2015,Ruby Wang had got two master degrees within two and a half years aboard study life.The majors are Media,Culture and Society&Global Cultural and Creative Industries,in University of East Angelia and SOAS,University of London,respectively.SOAS for her is a magical teleportation door,which initially and totally satisfied her hunger for knowledge and the world.Via SOAS,she met tremendous fascinating cultures and ideologies.Indeed,it developed her new multicultural worldview.She interned in Xin Hua News Agency London Bureau as journalist,and participated reporting many important pieces,such as The 2015 UK General Election Series;The Birth of British Princess Charlotte;The Chinese 18th Somalia Convoy Fleet visits Portsmouth,etc.At the beginning of 2013,she resigned the job from Heilongjiang Provincial TV Station as event planner and copywriter.Calligraphy,square dance,wandering open fair,Tai Chi are all her beloved things.Yet,she would also consume her vacation in travel,hiking and music.Regards to character,courage and curiosity are her main tone.JiZha奥美世纪Undergraduate student from Peking UniversityProducer of thecampus wechat offical account Bei Da Ji ZhaCampus students