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 把自然帶回家 

近日，睿獅上海為阿克蘇諾貝爾旗下多樂士訂制了全新的品牌傳播策略。

該傳播圍繞多樂士最新推出的產(chǎn)品“森呼吸天然植本漆”展開，透過一支影視宣傳短片與若干平面廣告，睿獅上海意圖將“讓你的家回歸自然”這一概念帶給中國(guó)消費(fèi)者，鼓勵(lì)他們?yōu)樽约汉图胰藙?chuàng)造一個(gè)安全健康的生活環(huán)境。此次營(yíng)銷還將包括數(shù)字及社交媒體項(xiàng)目，將在 2018 年下半年陸續(xù)推出。

阿克蘇諾貝爾中國(guó)及北亞區(qū)裝飾漆業(yè)務(wù)部市場(chǎng)總監(jiān)霍筱泰表示：“我們最新產(chǎn)品的重要特點(diǎn)是使用經(jīng)認(rèn)證的植物配方和可再生的天然成分如玉米和木薯代替部分石油衍伸品的用量。我們認(rèn)為睿獅上海團(tuán)隊(duì)打造的此次傳播活動(dòng)非常棒。不僅將我們品牌優(yōu)點(diǎn)傳遞給消費(fèi)者，也讓他們了解多樂士將如何為其和其家人創(chuàng)造更健康的環(huán)境?！?/span>

“除了強(qiáng)調(diào)本產(chǎn)品如何致力解決普通涂料中經(jīng)常存在有害化學(xué)品的隱患，這支廣告更近一步發(fā)掘并回應(yīng)了現(xiàn)代人對(duì)環(huán)保的強(qiáng)烈訴求。對(duì)我們來說，重要的不僅僅是強(qiáng)調(diào)產(chǎn)品的天然來源或益處，更要通過和中國(guó)現(xiàn)代消費(fèi)者在他們關(guān)注的話題不斷對(duì)話，來深化品牌與他們的情感聯(lián)系，從而提升多樂士的吸引力?！鳖＊{中國(guó)集團(tuán)首席執(zhí)行官陳仲翰補(bǔ)充道。

※See below for the English version.

MullenLowe Shanghai has launched a new campaign for AzkoNobel’s Dulux Forest Breath BioCare Paint.

Utilising both TVC and print, the new product launch campaign presents the idea, “Return Your Home to Nature”, to consumers throughout Mainland China, inspiring them to create a safe and healthy living environment for themselves and their families. The campaign will also include digital and social media channels to drive the rest of the campaign development into the second half of 2018.

“The key feature in our latest product, is that we use a certified plant-based formula with renewable natural ingredients such as corn and cassava, to replace parts of petroleum derivatives,” commented Victor Huo, Marketing Director of Decorative Paints, North Asia.

“As air purification and safety are prominent topics of focus in China, we felt that the MullenLowe team had created a wonderful campaign communicating to consumers the benefits we bring, and how Dulux can help in creating healthier environments for them and their families.” 

“While we seek to address the concerns of harmful chemical compounds often found in paint, what makes this campaign concept even more powerful, I believe, is that the core message also speaks to the greater desire amongst people to be closer back to nature,” added Richard Tan, CEO of MullenLowe Group China.

“For us, it was important to not only highlight the product’s natural origins and benefits, but also to strengthen the emotional bonds with modern Chinese consumers through relevant topics that matter to them, thereby enhancing the brand appeal for Dulux.”

Credits

Account Management: Fanny Yum
Managing Director: Brian Leong
Planning Director: Xiaotian Li
Creative Management: Cheelip Ong
Creative Director: Tin Yick Tan, Lorin Xu
Group Head: Wen Jing, Keith Wang
Senior Copywriter: Don Kang
Creative Service Manager: Lisa Jin
Producer: Elsa Mo
Group Account Director: Limbo Chen
Senior Account Manager: Kevin Leung
Senior Account Executive: Ian Chen