戴森欧洲市场创意总监Bo Hellberg: 突破创造的力量

网易态度营销08-29 14:54
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8月23日,第12届亚洲最大创意庆典“2019釜山国际广告节”在釜山海云台BEXCO盛大开幕。本届以“影响力”(Influence)为活动主题,探讨以正确方式影响消费者的营销传播方法。釜山广告节每年都吸引着来自全球营销精英和顶级品牌的参与,引领全球广告趋势。

网易作为釜山国际广告节的战略合作伙伴,今年也在第一时间奔赴现场为大家带来活动最新动态和营销前沿资讯。网易态度营销在活动现场对釜山广告奖评委、戴森欧洲市场创意总监Bo Hellberg进行了深度专访,以下是采访实录整理:

BoHellberg, 戴森欧洲市场创意总监(European Creative Director, Dyson)

Q1:基于您丰富的全球营销经验,对于不同市场的营销,您有什么建议?

Based on your various advertising experience among global, could you give some suggestions about how to do advertising in different markets?

BoHellberg:“尽管市场大不相同,但是总有一些普遍的真理和共性,比如人们都想要被爱,想要有安全感,我们爱我们的父母和孩子。但广告是离不开文化的,它会影响消费者的行为。因此,作为广告人或营销人,首先必须全面了解市场,包括文化、标志、流行语言等。同时挖掘品牌在不同市场中扮演的角色,以及如何影响受众。

There are some universal truth between different markets, we all want to be loved, we all want to feel safe, and we love our parents and kids. But advertising is about culture, which will influence customer behaviors. So as an advertiser or marketer, firstly you have to understand everything about this market, include cultural status, visual codes, certain languages etc. Then to dig out what role your brand place in which market, and how it acts into audiences.”

Q2:对于全球市场营销,您有什么具体的策略?

What is your strategy to help brands (like dyson) on global marketing?

BoHellberg:“首先,我们必须拥有统一的、适用于全球的品牌理念或品牌个性,接下来根据不同市场的具体情况进行对应的调整。我们以不同的方式讲述同一个故事。比如媒介的选择,我们在意大利做户外广告,在英国做社交媒体。

For practical reasons, you have to have a master brand idea or brand personality for all markets, then adapting it depending on facts (include brand awareness, disposable income etc.) in different markets. After that we have to figure out what media we deliver the message to audiences. We tell the same story but in different ways. For instance, we do outdoor advertisements in Italy, social media in UK. ”

Q3:您认为科技将怎样助力广告?

How do you think science and technology will help advertising?

BoHellberg:“我们已经做了一些程序化广告的尝试,像邮件广告。首先通过人工编辑邮件的主体、制定基本规则,接下来计算机将通过线上用户行为等大数据为不同用户投其所好添加他们感兴趣的内容,并自动发送。同时,AR也是我们很看好的技术。我们目前正在尝试让AR技术可以用在更多的地方,比如在窗户或镜子上添加一层屏,而不仅仅局限于手机上。

We have already done some programmatic advertising through email, which is quitefascinating. We write the master email and give certain rules, the algorithm machine will rewrite and send to certain people by their specific behaviors it learned.?Augmented Reality is another viable commercial tool can make advertisements more creative. We are currently looking at integrating AR technology in different ways. Like adding a layer on windows or mirrors, not just on mobile phones.”

Q4:中国广告作品大量走向国际舞台,而真正可以摘得桂冠的案例只是很小的一部分。这些获得国际大奖的优秀作品具备了哪些特质?

For award competition, what is the most important part in advertising campaigns?

BoHellberg:“首先,原创性。大多数奖项包括AD Stars / One Show / Cannes,都旨在表彰原创的杰出创意作品。评审们更愿意看到具有创造力和有所突破的案例。其次,案例需要完整的展示出来所有的亮点。如果中国作品参与国际大奖,很多国际评委也许不够深入了解中国文化,所以需要考虑以他们的语言习惯,完整地展示案例。

Firstly, originality. Most of awards include AD Stars/One Show/ Cannes, are awarding original outstanding creative works. The juries would like to see the work is breaking new ground.?Secondly, the campaign has to present exceptionally well. If Chinese campaigns were ininternational competition, should consider to be adopted for western audiences, to show them how the work is seductive and convince them without any confusion.”

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