Red Eagle - Eagle victory (rpm)

 Red Eagle - Victory Red Eagle Eagle
------ Brand tobacco project
2001 fall of the Red Eagle Xu Fang with the right leadership to our director of planning Mr. Ye Shanghai company to the Red Eagle brand as a whole cooperation in planning communication. talk to the emergence of Office, Xu director suddenly told us: song. His passion for the presence of all the people are very shocked.
We believe that entrepreneurs deciding the character's personality. Red Eagle have such a passionate entrepreneurs, it must be a red eagle passion enterprises. and build a successful brand, passion is essential.
so although there are two tobacco companies was also discussed cooperation with us, but we feel the moment of non-cooperation with the Red Eagle is not.
Two years ago we worked at White Sands of cigarettes, began to explore China's tobacco branding project. immersed in a whole year, and dissemination of in-depth study of the specificity of the tobacco market to obtain a deep understanding and grasp. We are planning the world and the White Sands White Sands Golden Century silver products, but also created a Chinese engineering sub-brand of tobacco branding strategy use of precedent.
two years later we had the honor to serve the Red Eagle cigarette smoke once again the operation of the Chinese name of the Red Eagle Brand Engineering. and we are determined to make the greatest efforts to promote tobacco branding project to a higher realm beyond.
embarrassed and made fun of the tobacco advertising
tobacco advertising is not only embarrassing but also a fun thing!
say embarrassing because of the special nature of tobacco products.
Everyone knows that tobacco advertising is the standard the restricted quasi-advertising standards, the world of advertising law are clear on tobacco advertising has many restricted area: there is not products, not products, usage scenarios appear not to appear brand LOGO, the word is not there brand standards, and even there has not gained prominence brand slogan hh and so on. because completely out of product, so the creation of tobacco advertising will be nowhere near a sense it is sometimes difficult.
said quickly, also because of the special nature of tobacco products.
because not many of the tobacco Advertising can be no hard into the performance of many products, you can do to calculate this in ads for the product the number of seconds the number of shots, and did not have to worry about product features that you can understand hh aside to let go of all focused exclusively performance of the brand, customers are very supportive of you. So the opportunity to do tobacco advertising is advertising a big blessing!
In a sense, tobacco advertising is the real brand advertising, and advertising is the most tested brand of skill in the arena - is clearly not to sell the product advertising, but the ultimate standard to measure the ad is still the performance of products in the market.
Services Red Eagle tobacco, let us have a straightforward return and painful and brand creative addiction!
contradictory contradictory
a tobacco industry: multi-brand, small brand, brand less.
According to the National Bureau of Statistics and other units of the joint statistics of the end of 2001, a total of cigarette manufacturing companies 195, to achieve sales revenue of 167.464 billion yuan, total industrial sector 1.87% of sales, an increase of 18.33%, 70.77% of the industry's corporate profits, loss of 29.23% of the company.
cigarette market in China existing more than 1,000 brands, more than 2,800 varieties, but compared with other countries, China's famous brand of cigarettes concentration and market share is still low. industry famous smoke less than 4%, about 22% of the production, which ; China, cigarette companies of the world total output of 41% of all the cigarette factories than the mainland's share of total output by 10 percentage points higher.
contradiction II: the development of proprietary and open the franchise.
in China's tobacco industry has been the central policy local government policy into all aspects of the protection of .1982 was introduced in tobacco monopoly system, the tobacco monopoly commodities, tobacco companies must have a unified management. tobacco consumer as a very special, set open, planning, competition, management and control in one, so the tobacco market in China is almost to grow in numerous conflicts.
a sense, and market barriers. local tobacco monopoly agencies can use any means to prevent improper reasons and foreign brands to enter the local market, or discriminatory foreign policy of the brand. While the State shall not be reiterated in various forms and means of local protection, but in recent years to this situation has been intensified.
this environment led to the tobacco industry, local protectionism and better than any other industry, but also hindered the further development of China's growing tobacco industry, tobacco industry from further restricting their core competencies to create .
WTO, the foreign penetration of smoke on the growing domestic market, the impact of tobacco growing countries. Canada has always been beyond the focus on brand image building smoke, consumers won. And after years of nurturing the taste China's consumers, especially the younger generation of consumers are getting used to the taste of smoke mixed. outside the smoke to taste again in line with regional support, launched the ; tobacco type Marlboro major cigarette factory in the product structure of the contradictions are becoming increasingly prominent. cigarette brand value will be the cigarette industry to grow and compete with the international tobacco group the primary factor.
four contradictions: the tobacco country, rather than tobacco power.
big country China is the world of tobacco, tobacco, cigarette production and consumption accounts for one third of the world. However, due to the lack of international competitiveness of products, the foreign market is very small, industry weaker, not tobacco power. Throughout China History of tobacco, nearly 20 years is the fastest growing, most notably during the performance, has undergone expansion in production, product structure adjustment and smooth development of fast three stages of development.
Overall, the Chinese cigarette market strong regional Consumer preferences are different, brand replacement fast, constantly adding new smokers, smokers tend to younger ages. joining WTO, multinational corporations will accelerate the market occupation rate in China, the face of strong foreign competitors, China's tobacco Only rapidly growing companies can better survive in the future market.
remind us all of these factors: China's tobacco industry will face fierce international and domestic market competition, is at a critical historical period of development.
flying, are you ready?
after diagnosis of brand marketing, we see the development of the Red Eagle of the three stages of cigarette brands:
off - the Red Eagle of the first cigarette brand development stage:
time :1994-2000
market characteristics: the initial shortage economy and surplus economy; local blockade relive gradually formed;
Taiwanese cigarette market, huge demand for high-end operating results
: rapid growth
competitiveness: product force, sales force, advertising pulling power
accumulation: Red Eagle to become famous (well-known strong regional + national)
prominent features: 80% of sales from the provincial market
concern is that this occurred when the development of the Red Eagle signs of sluggish growth, obstacles mainly as:
- the province basically saturated the market
- Foreign markets intensified blockade; Foreign markets inadequate reserves
- material prepared pressure; plan targets restrictions
- sustained and rapid development of the risk
- Red Eagle urgent need to strengthen their competitiveness
- Red Eagle to enhance the brand power
recharge your batteries - Red Eagle cigarette brand development, the second stage:
Time: 2001-200? years
market characteristics: local blockade, reached a peak and relive the WTO accession intensified the contradiction between open market;
annual output of 60 million tobacco companies are struggling more than me; fierce competition
tobacco manufacturers operating results: tangible slowdown in economic indicators; rapid increase in the accumulation of intangible
competitiveness: brand power (significantly enhance the core competitiveness of enterprises)
accumulation : Red Eagle to become the brand (strong regional brand to a national brand development)
prominent features: Red Eagle forming
cigarette brand family is extremely looking forward to this period, the Red Eagle of the historical opportunity of rapid growth occurs, and may history Opportunities are:
- the gradual abolition of local blockade, the formation of a nationwide market competition
- Monopoly franchise may be loose
- Red Eagle requirements and the expansion of strong brands impulse
- National Bureau of Rotary Excellent opportunity for mergers and acquisitions appear to support the strong policy
fly - Red Eagle brand of cigarettes the third phase of development:
time: 200? -200? market characteristics in
:
- Red Eagle Brand strong expansion
- intangible tangible lead, the Red Eagle Annexation
- enter the international market
- Red Eagle to become a truly international vision and strong brand image of the Chinese tobacco
to really soar Red Eagle is facing challenges and breakthrough brand management, possible problems:
- (Low focus, low damage) arising from the requirements of technical progress; technology continues to advance the pressure
- from a regional brand to a national brand to the international brand of puzzles and breaking
- future-oriented brand of integrated marketing communication challenges and breakthrough
our work is to help the Red Eagle to do all preparations before flying. priority , of course, is the brand's integrated marketing communication.
local tobacco brand advertising Parade
talking about international tobacco brand, we are familiar: the representatives of the Marlboro man, leisure world Wrigley, urban couples Paramount, high-tech symbol 555hh positioning clear, distinct image.
look at the domestic tobacco brands:
Huangshan. brand slogan is . both by the old saying ad film in particular. but the brand image has always flow in the sensory level, the failure to bring the senses beyond the role of product use. And the mountains as a brand image carrier, an extension of its performance is very difficult. this is to make people worry about thing.
seven wolves. brand slogan is seven wolves that already have their own brand personality, brand image is to the wolf as a carrier is always a hidden danger: If the day seven of the wolf as the Red Eagle Advertising encounter the same obstacles - like a wolf or a hawk can not be heavy level of advertising in the media there, how do? Therefore, the character level, brand image, brand performance must have a corresponding element to this brand personality in the end.
Hongtashan. brand slogan is infinite wisdom, enlighten the vast thinking effort.
ABBA. brand slogan umbrella, while another group of people dressed in white shirts, with each other and there is no intrinsic correlation, so I do not know what the brand wants to say. This is a great pity.
we know, the brand is a consumer and products emotional connection, spiritual sustenance. In other words, the brand must be raised to the spiritual level, must have its own ideas, his own quest.
back to the Red Eagle brand image project, we have to ask the first question is :
Red Eagle is a what kind of hawk?
filed out the next series of questions to:
the spirit of the Red Eagle brand what?
What the Red Eagle brand proposition?
how the character of Red Eagle? What is the pursuit of it?
Red Eagle brand image carrier that? it an extension of the performance of what?
hh hh
what the Red Eagle is a Eagle?
nature there are many eagles: eagles, bald eagle, sea eagle, hh
Eagle Ginseng also the credibility of the eagle, the truth of detergent 雕牌 Eagle hh
So, what kind of Red Eagle is a hawk it?
achievement of Eagle?
fighting eagle?
happy Eagles?
chic Eagle?
up the Eagle?
Hope Eagle?
success / achievement / hard / struggle is very good concept, also in line with the Red Eagle of the original feeling, but these concepts have been abused, a serious lack of freshness.
hope / cool / fun The concept was too buoyant, and the Red Eagle of the original brand slogan > overthrow, overturn, overturn, overturn constantly.
from a bunch of text, imagery to explore the concept of one of the most suitable brand, is a complex and painful process. too much temptation, too much interference, too much choice, too many choices, too many deep or shallow, near or far test, there had to take the risk - creativity itself is to try, that is the courage to take risks. want security elements, to He will always be forever lost in time, behave in the gravel.
but the answer remains uncertain. Red Eagle in the end what is an eagle?
era of tobacco brand symbol symbol
era of tobacco brand has arrived.
even earlier. in the face of tobacco brand advertising restrictions policy, in fact, has already planted the seeds of tobacco brand symbol.
for selling tobacco advertising can not be shouted out loud, can not be justly demands of their own USP, have to let people know that this is a brand of tobacco advertising, but can not understand that this is a trade company, it is a culture of the company, and so on, so the symbol became a tobacco brand advertising in the performance of an essential ; endorsement Of course, this symbol must also have meaning, it will be able to represent the brand out their ideas, express their attitude, made clear his own spirit. This is truly the sign in place.
Marlboro proud to say that they are wild and tough real men, 555 claim to be reserved to high-tech symbol of Wrigley easily tell you that this is Leisure World, Davidoff is assumed a noble gentleman of style.
no symbol is the lack of tobacco brand communications dynamic performance, but not the symbol meaning is no life energy. So who is content to give it? brand concept. brand symbol can be well integrated with the brand concept, and the potential to communicate, not just the symbols a visual presentation, made to the brand's The problem becomes even more clearer:
Red Eagle's brand symbol there? what?
the brand symbol has no meaning? What?
Can extend the brand symbol? extended space How much?
have meaning, easy expression, and can be extended to tobacco brand symbol of the time has come!
hawk is a victory of the Red Eagle
when we read the Red Eagle of the Eagle Standard, we found that it was a show back and fly with eagle wings Yudai. bird turned and stared hard at the eagle, gradually, eagle to move up, wings opening and danced together to turn. When the eagle near or far in front in the sky at the film on paper in the imaginary circle, we see a !
could not be more appropriate to have enough. In the spirit of the original concept of the Red Eagle had mentioned in the meaning of victory, , the conclusion is very simple, most fundamental reason is very simple, it is perhaps the world, everything has its own raison d'etre of the reasons it -
n with widely used as a hawk, red hawk If you want to come to the fore, Other brands must go beyond the use of the image of the eagle.
n victory is a high awareness of the concept, but it is a placeholder has not been the concept of tobacco brands, has good communication infrastructures, but also unique.
n the increasingly competitive modern society, life is a war, victory is everyone's desire. Red Eagle Eagle located in the victory and hit the greatest desire for every man, before being moved and shaken consumer.
n mouth of victory is a very good color.
to the Red Eagle as a symbol of victory, as br> In other words, the Red Eagle to meet consumer desire for victory, to victory for the hard work of all desire to provide psychological support for the behavior; the same time, the taste of the Red Eagle is an essential taste of victory ceremony. < br> This is the Red Eagle - Eagle brand positioning victory, which includes the Red Eagle brand and consumer efforts to establish similarities between the spirit of trying.
We have always maintained, so that interpretation of the Red Eagle's philosophy on victory, made understanding on the victory stand, will rise to the spiritual level of branding, this can only be counted on the Red Eagle is a real brand. (Actually, this is the requirement for all brands.)
If you want to portray the victory of the eagle, It's the Brand should be like:
and beyond all the courage, his only victory on the legendary life, the full meaning of his existence is that the dream of victory in the relentless pursuit, possession and taste, as she, like the owner.
Red Eagle is a person if , then he is a kind of person do?
n he is a highly educated, with modern and international sense of the intellectuals.
n he is a material prosperity, but also full of the spirit of success people.
n he is a moral, open-minded person, sincere, who will not cheat, not to lie to consumers, it is worth it trust.
n He is a quality person, not kitsch , not low, have their own principles and do not reduce the capacity to benefit, not even to the interests of flattery.
n he is one of our friends, every day meet, willing to listen to our thoughts; his permanent place as one encourages us to dream of victory, and victory through hard work; his witness of our success, and enable us to more from the taste of victory in the joy and life experiences. The Eagle - Eagle victory, creativity, a little creativity can not be extended a good idea.
set, extension of the brand concept and of how the performance.
the Red Eagle, this was not just big ideas, even more is the red eagle on the use of advertising in the media, the practical needs.
basic elements of the Red Eagle brand consists of three parts: the eagle standard, the word brand standards, brand slogan - a new spirit of the times. these three media at the central level are disabled, the brand elements that can appear on only one brand name of non-standard body. < br> how to do?
Our answer is to look natural and life in the
cut out the V-shaped streets of the sky;
numerous ups and downs of the Wall V-;
nine eighth bend of the river;
two towering peaks;
two Egyptian pyramid;
glaciers cracking;
geese arranged in V-shaped or penguins;
people with open arms;
V-shaped gesture;
smiling mouth;
two firmly linked to the arm;
an open book;
hatched chicks and eggs;
Eagle Fist style;
playful tail;
eruption volcanoes;
hh hh
seriously looking for as long as the natural and life in the constraints, which would address the spread of the Red Eagle brand a major problem. eagle mark can not appear, so what? brand standards, how the word can not appear? even with the eagle can not appear as what? We have so much? quot; V ?
, consumers always ask: concept has improved, become evident. just replace the assets transferred?
2. Red Eagle can accept this change it?
first question we found a solution: the spirit of Red Eagle to accept the new brand slogan.
the second question would depend on the attitude of the Red Eagle. create a This side the brand banner up?
Eagles to victory with draws seven cigarettes
good night to spend a few cases the core idea of emergency communication.
can not wait to arrive in Ningbo.
because the concept of the brand and the core idea was not easy out, so once found, we all very excited to share with our customers want.
described is carried out at the dinner.
have stood up in a huge embrace not to the banquet table food set up the projector, white walls made the curtain. Mr. Ye Zhesi After some passionate exposition, the audience suddenly silent, not everyone in the Red Eagle words, just look at us and see We was a little scared too.
Xu Fang is a director the right to pick a place to smoke, trying to get to the Red Eagle of Geluyinghao fishes, said: Eagle concept of good, but the performance of V-elements will not be confused with the channlV? Victory Eagle, very loud slogan! We fought side by side in the planning department, Mr. Yu Yifeng Lu hh students and to speak one by one over, smile Xu has been the director looked around, everyone is encouraged to speak up their views. This is the culture of the Red Eagle, everyone has a say full democracy. do not speak is not enough, leaders will point to catch the soldiers. We communicate very open, very direct. This is a very healthy team sunny.
Xu is the director of the final summary statement. < br> He took a deep breath of smoke, exhaled slowly, then, throw the word: ;
Xu director went on to say: Red Eagle toast, everyone shouted: Red Eagle, fly - fly - fly -! good? To Hande very long! Eagle, fly - fly - fly -!
really good idea to get the appropriate response, this feels so good! not only the result of creating beautiful, the whole process is very aesthetic, the creation of such a fascinating experience of how it does not! also the Red Eagle person's brave, strong, decisive style, but also people admire the bottom of my heart. be able to experience such cooperation, such exchanges, we lucky!
principal plane with the birth of
brand concept, the performance of specific is refining the art. While living in nature and brand image of the uniform principles, but also because we simply pointed to the main plane performance requirements.
originally conceived with totem of the eagle, eagle between the abstract entities and between the V-type design, a movement series V shape action, consisting of a white eagle. but we have no way to decide, always felt that where not yet in place.
the main plane, it must be the interpretation of the concept of the most typical and most representative of the V-visual application. Where is it?
a full two months, did not find a good picture of performance. My life is really suffering.
remember when the first two TV ads creative: to draw a beautiful aircraft in the sky V-ship in the sea surface to draw a beautiful V-word. Although not yet implemented, but the picture is to try to do first out. but this procedure with our previous work a little differently.
previous brand Creative expression is a fixed television advertising, the reunification of the main plane of the center of the screen television advertising. This time we created the whole brand is starting from the main plane. But the final analysis, only a form of procedural issues, the most important thing is the result, in the end can not solve the problem, can the good work? all the good work for the final measure.
in the creation, the work we have been recognized not only recognize the other.
designers try to design Aesthetics and Computation, to a headache.
the sky is the kind of thorough transparent cobalt blue, pure, lofty, deep, broad. three aircraft almost out of the screen, spewing smoke composition of three V-, clear, clean and neat.
the sea there is a quiet attitude of the vast, vast boundless depth introduction into unknowingly, lost in the dreamy blue. speedboat across the quiet sea, a spray of Shop in the velvet texture of the track blue sea, forming a beautiful V-pure.
definitely two extremely simple graphic design. cleanly to give people the illusion of a transparent.
a full two months suffering ah, before the birth of these two could not be more simple and anyone lamenting the main plane alone.
when our principal plane of Optimus Prime in the debut of Ningbo, we felt extremely uneasy a heart . put so big, so far the application, the effect in the end would happen then?
each implementation planning or creation, we go through this and nervous and excited. look forward to success, fear of failure, and worry about unexpected events, more afraid to live up to customers. all the emotions around you, back and forth after thinking it over. advertising industry is really a tortured man.
Red Eagle's planning department Mr. Lu Sheng called to tell us: principal plane in the engine effect on the Tianzhu great! If you insist on splitting hairs, then, is that three aircraft have only a little nearer to see clearly.
V word it?
very eye-catching!
then we to go and Ningbo, the first time on the highway saw the two principal plane, high in the Optimus Prime, and far to competing for our attention, Bang Bao momentum, broad mind, the Red Eagle brand temperament blowing. the main practical effect of plane design draft of the close results than even better.
also occurred during this period a number of accidents: advertising light boxes of Hongqiao Airport is implementing the company sent the wrong draft, became the main plane the magazine ads, and the implementation is extremely not in place. Zhaxianzhixia we almost cry out. just received the time manager of the Red Eagle Yu Jianbo phone, could not resist a strong protest about that. was a period of time, Mr. Ye Zhesi plane are not bear to go Hongqiao Airport, Pudong Airport to go instead.
Fortunately Soon after, large boxes of Hongqiao Airport for a new look to change course.
the dissemination of the principles of the Red Eagle of the television advertising creative direction naturally point to the sky and sea.
creativity produced the first is the more than 8 seconds OK. But that is only a simple visual representation.
We hope to film and television advertising into the have to communicate, so we make the aircraft perform a > aircraft passing close to the fields, the huge shadow cast on the earth.
fly on the plane in the sea.
aircraft flying from all directions, into the sky together, work together to draw in the skies five magnificent Qiyuxuanang? quot; V
VIDEO:
AUDIO:
row upon row of modern city skyscrapers reflected in the glass curtain wall
sun, hyun Black dazzling
plane roaring past
from the city over the edge of a cliff < br> plane dive straight down toward the edge of

meteor general insurance across the steep narrow canyon
buttressed by a plane through the Strait and the wind whistling through the sky

a boundless wilderness aircraft, the aircraft's shadow moving rapidly passing
vast wilderness is now reflected on the
discount from the sea plane and rushed over
sparked a splash in the ocean over the lens
aircraft fly
Feature: Pilots flying aircraft flying

otherwise displayed on the radar of several driving the two aircraft are closer
driving aircraft crash in the past
be face to face contact with each of the two planes for a moment
rub sideways shoulder while fighting off five aircraft

sky pure blue sky in a beautiful V-zoned
standard version of the Red Eagle March
magnificent red
passionate and exciting
Eagle - Eagle victory