沃尔沃的广告营销

2013-11-20 18:10

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标签：沃尔沃安全广告营销年轻化

沃尔沃几十年来专注于“安全”，其安全的品质深入人心。从之前的广告中我们能看到沃尔沃不断地强调“安全”，如今沃尔沃的广告也开始出现新的信息元素，如“年轻”“以人为尊”“省油”等等。沃尔沃以往的车主给人是文雅低调的形象，这对于沃尔沃无疑是一项高价值的无形资产，也是值得在里面去发掘营销切入点的。

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豪华车品牌青睐度调查报告

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                   "osize": {},
                   "title": "Volvo On Call《Volvo手篇》",
                   "note": "通过Volvo员工众志成城以双手传递轿车座椅的视觉，传达出Volvo一路随行的Volvo　On　Call国际专业道路救援服务，时刻陪伴在车主身边，给予车主悉心的安全守护。同时，高举过头顶的座椅，也将Volvo品牌和此项服务所带给车主高人一等的尊贵感受展露无遗。",
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                   "title": "Volvo XC90《惊动力篇》",
                   "note": "鲸是海洋世界中最为强壮的庞然大物，它还拥有首屈一指的完美爆发力。为了展现Volvo　XC90无可比拟的强劲动力，特别是它全新打造的V8引擎，因此创造性的将Volvo　XC90的车体比作鲸的头颅，并以鲸的尾部来呼应。",
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                   "title": "以“省油”为诉求点的沃尔沃广告",
                   "note": "你还想被加油站赤裸裸的抢劫吗？不想的话就赶紧换上沃尔沃的柴油车型吧，柴油花费只是汽油的60%。",
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                   "note": "沃尔沃汽车3月19日在美国纽约正式签约美国职业篮球联赛华裔新星林书豪，请他担任沃尔沃汽车公司全球品牌和产品代言人，合作市场为中国(含港、澳、台地区)、美国和亚洲其它华语地区，林书豪将出席沃尔沃汽车在上述代言区域的市场和品牌活动，拍摄电视和平面广告，并亲自驾驶沃尔沃汽车参加在美国的NBA比赛和出席在中国的所有个人和商业活动。",
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