背景： TIMA X Rifling，一起合作完成 2023 FILA Fusion CNY 的整体传播方案,FILA发起了2023年度春节的传 播营销比稿。FILA Fusion是FILA中的时尚线，需要为代言人欧阳娜娜拍摄广告片。 整体的传播预算在300w。在解读简报Brief中，需要解决以下问题： 1、Fusion这个词的认知度很低，词的认知度变相导致品牌认知度也较低。需要通过创意传播建立消费者 认知桥梁。至少得让消费者先记住这个单词。 2、Fusion意为“融合”，代理商是如何理解“融合”这一概念？需要在整体的方案中展现。 创意： 我们发现，过年时由于地方的习俗与风俗差异。复杂的客观因素让“过年”变得习俗各有特点，我们需要 找寻各地过年的共性——1、各地都会团聚与回家吃饭。2、各地也都会说“新年快乐”“过年好”一句祝福 的话。我们觉得“团聚与回家吃饭”不可取，这很容易让“Fusion”失焦，将重点落在“团圆”上。所以应用 一句简单的祝福话，将Fusion巧妙的表达出来是较为合适的——#祝你新年斐乐福顺#，#Wish you Fila Fusion#，用福顺的谐音对应Fusion。 Fusion是融合的意思，中英文的直接英译与中国传统对联式的板式设计，巧妙的将“东西方”这样的概念 融合。一种简单直白，直抒胸臆的融合。对联的信息将#祝你新年斐乐福顺#、#Wish you Fila Fusion#不 断重复，字体选用vogue的同类型字体，增添时尚感，我们放弃大多数品牌利用灯笼、鞭炮、红色等毫无 新意的过年元素，去表达“Fusion”。 结果： 客户对这种独特、且有识别度的方案表达高度的认同，所以赢下了比稿。客户描述：正因为你们的策略描 绘出了Fusion的窘境，这证明我们在理念上是一条船上的。其次如此好看的视觉，我想看看是哪家代理商 设计的。在春节期间同时Fusion官方线上及线下门店、微博、抖音、小红书同步上线。获得240w左右的 阅览、1.5w左右的转发。
BACKGOUND: TIMA X Rifling collaborated to complete the overall communication plan for the 2023 FILA Fusion CNY. FILA initiated a marketing pitch for the 2023 Chinese New Year. FILA Fusion is the fashion line within FILA, and they needed to shoot commercials featuring their spokesperson, Ouyang Nana. The overall communication budget was 3 million RMB. In interpreting the brief, the following problems needed to be addressed: 1、Fusion has low awareness, which indirectly affects brand awareness. It is necessary to establish consumer recognition through creative communication. At the very least, consumers should remember the word “Fusion.” 2、Fusion means “fusion.” How do the agents understand this concept of “fusion”? It needs to be demonstrated in the overall plan. IDEA： We discovered that during the Chinese New Year, there are various customs and traditions due to regional differences. The complex objective factors make “Chinese New Year” diverse in customs. We need to find the commonalities among Chinese New Year celebrations in different regions - 1. Reunion and having a meal at home are common in all regions. 2. Greetings such as “Happy New Year” and “Happy Chinese New Year” are exchanged in every region. We feel that focusing on “reunion and having a meal at home” is not appropriate because it could easily distract from “Fusion” and emphasize “reunion” instead. Therefore, it is more suitable to cleverly express Fusion using a simple blessing - #Wishing you a Fila Fusion New Year#, #Wish you Fila Fusion#. The homophonic pun of “Fu Shun” corresponds to “Fusion.” Fusion means “fusion,” and the direct translation in English combined with the traditional Chinese couplet-style layout design cleverly merges the concept of “East and West.” It is a simple and straightforward fusion that expresses one’s true feelings. The information in the couplets, #Wishing you a Fila Fusion New Year#, #Wish you Fila Fusion#, is repeatedly emphasized. The font used is similar to Vogue’s style, adding a sense of fashion. We abandoned the traditional Chinese New Year elements such as lanterns, firecrackers, and red color that lack novelty, to express “Fusion.” RESULT: The client highly recognized this unique and identifiable proposal, and we won the pitch. The client commented: It is because your strategy perfectly portrayed the essence of Fusion, which proves that we are on the same page conceptually. Additionally, such visually appealing designs make me curious about the agency responsible for it. During the Chinese New Year period, Fusion was launched simultaneously on the official online and offline stores, Weibo, Douyin (TikTok), and Xiaohongshu (Little Red Book). It gained approximately 2.4 million views and around 15,000 shares.
