1、Ignite thePQWerGrey Global Group (Beijing) September 121:h, 2003臣謚lLOBALGROIntr0duction ttheProposa| O b ject iv e: Thi . s pr-oposar aim.s at presertihg Agencis work i!l creativ e .con cept deyeopmentfor the pot滬 tia l a_dv ertis in q lcJunch of Zippo in QhincJ Thr equ est:edin form.at ion ab out氣

2、agency J s portfo|,io andsewice recommendation wi| a|：S,O b e co歡ered, for pur$uin g- a w .orkin g r.elation ship. w fth Zip po for th 眨futu re C-ont ent .: Creative Concept P.eve.iopment forZippo S.r:and A dvert_is.in ginsight into Chinas youth Mar.ket- p:qvertising idea and creativ? concept rntegr

3、ate rnmmunication program ideas A . g e n cy Service Recommendation- Fortfolio of m.ark.etl ng programs toyouth market ,Ser.vice and com penstio_n package盂目G R盯GLOBAL GROUPPa計(jì)I:. Creatie Cencepf Development臣謚lLOBALGRO1, Passport to Chinese YouthInsight into the、_oung and Hip in ChinaAppreachesto t:o

4、ut h &Hips Face-to-Facelnterviews:-40-X- aged. 18 -30 yemales; - - 20 Zippo owners:; 20 Zippq, non-0 叩 ers- 5 cities across -China: Beijing, Shan-g Hai, Chengd.1.1, Guangzhou Tele - interview- 100 X young smoke inBeijing.;- Grey CRM D atabase- : Opinion leaders among,stKent Users On-sp ot0 6.servati

5、ons Field Work: 15 - 30.Aug. -, 2003盂目切涵心巒隊(duì)漢儀O UP 中管網(wǎng)通用業(yè)頻道策劃必備! 4A頂級(jí)策劃大全, 含 50家4A公司, 24個(gè)行業(yè)策劃大全, , Q234777305understandin gthe CUlturalConte灶 crefckinqChina BbX:Modernizationlndividuatism9P aj憶.忒i，盂目MateialismGR盯GLOBAL GROUPMehing POtofV alues-Young&Hip.N.o.t afraid o

6、f facing challenge,. , | lik e to show up |Imaginary三礦|l nte.r n a t i:o n a worKhard, play hare,xpos, ur eC.r ea ti.ve and or.igi.nal.醞一 - .l-V-Iargin l Occupation,.Al.ter na tive-sDare tob eTrendsetterLive for Jh eI differentI Advent ure|Beli-evein him/hers.elf！ 莊 呼 啞 |Sincerity |盂目GREYGLOBAL GROU

7、PDiversifyingLifesWIes盂目G R盯GLOBAL GROUPNew lCons of thef Age Jerry.ZhouRea!;:onw, -Ados & tru-e friend ;:Original music style. mixinQ Western and Chinese -m usk;-Personality of .ln i ividu.ali燈，independence, sinberW; se lf-confi deritP叩er by dream: legendary .succe!;i;S frqrit a nortnal.person;Publ

8、i : figures. - .attent ionfentre;Rea onwhy: Inspir,e ethicatproud; Person aJO:y of ind ividuality,. i ndependence norr;n cha.llenger; p叩er bydream: legendary .succe s frorh a norrhal person; Public gure - attention centre.The Timeof Fragmentation傘 IndividualismTribe#,.3“WuLi Tou” Postma dernists 20%

9、春Tribe.# 1喻Xiao 2i - Petty Bou屯eoi sie曹 懸30%Me! Now! Here!PJa.y Now Taste. Does Matter!Plan for Future 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈 圈丁rib e# 4丁ribe-# 2:ChaHengers10%Builders40%Fighting Drean1ersStatus -& Properties:嘈SenseofSociety咂Iden酐y theTend Sette

10、rsMarginal|WuLiTou|XiaoZi|Early M司orityLate MajorityMainstrea乙臣謚lLaggard1LOBALGROTri.b1e# 1: X,lAOZITasted 0esm訊擔(dān)r!才：_ 、 E xpen$ive4.a, te: highlybrandand|ife, :s.Yt 16 co雨cioU s- T面 d?; a|ways女諒t re:1rd lea.derS &setters;- Self-center: individua|iSm& lndepende;nt;心=:- Materia|lsm: Sqme: sp,are mone

11、y, but no.ti hat much ;- F.ut讓is,tic： both p白nf6r fdture but、,-aI s.are ab0 Uttod-ay;-F re到 9m:seekb oth5pirtiua| freedomand-g ood mate七寸rialistic conditiOns;,- 1ntema;ti ona|iz a勹t，i.On:，Wi啦鎊POsure and appre. ciatewestern lifestyles盂目G R盯GLOBAL GROUPXiae Z：i?S Br=andWOr|dOriginality & cr eati vit y

12、;， In-sidsub stance; Culturalheritage.盂目G R盯GLOBAL GROUPTribe# 2:I Wu Ii TGUMe!Now!Here!- Fun 脰sed ;，- Multi-nied印i orie:nt,ea;- Virt ua| Wor|dthrough inte rnet七刮d t e|munCia宅tion;丁,. Senser Of happy hours;- C巾函ver:, P|ay vs. work offic:e Vs. hbme; now:vs.futur,e.; g|0b白I 沁l:oc.al e比；- A忱 eSsag

13、e:we均htIess Iivi:n歲g.,. Ih di咄 ua|ism& indepen8dent;盂目如 r ce 邑rey 芯 她 識(shí) 呻 呵G.ALGROUPWuLi Tous BrandWOrldFun based- ; Hedonism.;Cross-over盂目G R盯GLOBAL GROUP2.，ZippoJBrand Di1SCOve”臣謚lLOBALGROZippoin Their Mind巨I ShowoCdlli2ct1onCom panio|.s 0C1 a|facIhtator I| IndmduaIw |1亡Freedomi盂目G R盯GLOBAL GROUPZ

14、ippos Brand Characteristics.-YQung & happyl孛飛芍蕓竺忑巳盂J皂 iGR盯GLOBAL GROUPBra.n .d- ! Worl.dC:rossl ngCate.g orles,加碼位；一叩過屯巳 d0 五 生 ， 還 屯L- - 工 p 尸零殖幽哺屾盂目 G R盯GLOBAL GROUP臣謚lLOBALGRO_-3The Creative LinkCdmmunicationStFategy mmunicationo bjectiv蕊 Cre e a hot topic in the town; E nhance . brand image as.

15、d i stinctive. mbol of your.t a st_e and style; thus stimulat-e buyi g actions. E nri.ch Jhe established brand personalities.Ta4 rgetAudience-De庥歡c!Phic aged 18-24; livin:gin mega. cities; Mainly males; U 1iper leveled income; co.llJ!g.e and upper levelJ!d education; possible occupations: Students,;

16、 youn professionals workinQ for_big companies；婦e . l ance,; L ife ,s tge:singles.盂目G R盯GLOBAL GROUPT4 argetAudience - PsychogrgphiCSI ndivj uali .sm : Goal of ife is self.enjoyrnent, not soci al 式減us and prestige. Value emotionalo .r sp.irib.Jal valuesrather than ba$ic fuo.1:ion al 切or superficial s

17、ymbol of sodal stafu 氣 ； Against forced n減ure Young Spirit: Fashion conscious and life style m.inded; life qualit-y d eril an din g perfectionists; Progressive, optimistic and fufuri函 C.International Expo, sure: Appreciate stem culhlres; Value romantic: lifestyle; Opinion leaders, not followers.; Wo

18、rship cre ativity & ori inality.Symbo|izethe Inner“ME”_，Motiva加 n a nd ，Needs They are passionate young men who are living in a boxed-in- societies,beingforced to le;-amh ow.to follow ltl.e rigid ndes and.take 芘spi n sibilities. Mas幻 line h紐 茄m are desiredin 志 n ctively and s p ontaneously.H叩 硒r, th

19、e divisigin .of sex role is converging, the. WQrld -s .being 1;.1nifi d with the. origi al masculinity missing. The ” 飲 汛 幻 sendowed 面 出 new elements: powerful man with romantic heartth:rob, 咘 o are b.oth p hy$ically strong andmental sophisticated. ButasaChinese man.，theg end erS U匹 riorityis remain

20、ed,theyare seeking 位 r a sign of masculinityto S)fflho(ize their inner li, M e , their dre:am of being a True ManI P aralleling,the journey, they are seekingUie exist ence- . of the m se/ves L th eir owndin the flastaing wortd. Reliable coinpanionshipthe refore.i,Sal so aspired. Thiscompanion i:-s :

21、subje d: quality.to:the conditions of durabil.ity and雪目if you resp ect嚴(yán)urs-eIf玉 S T師GROUPTargetAudience - Bu| sEye - Man equaJ stick to y.o _uf叩n -stand. I de$igned.alUhe inter-decoration and fumit,ure fo-r my house. Brands.are. the tool to buil-d up my world, bu-t not the only way:. I am a-non-rogo

22、 believer. I can not stand 9/5 ro 頃 ine life. I nee.q wine, internet. music: and coffee when I ar;h working. llovetravel to experience d 眼 rent PJ.lb.J e s. I ar:n a p rofe ssiona. l p athfinderwith SUV tent and_other necessary tools.-M 飛、噸X in;g-2灰扣扛紂 ld;，-P h琪冥i 盧且叩 認(rèn)l .d婦:ig緞r三盂目邸 岱GEOBAL GROUPTa

23、rgetAudience: Bulls Eye租0 ：l dtth 1nnp,.;ion邁f9th這 “ Man tO. memeans optimistic, a 伈 ays be able to find funs in life. I started playing_ X-0ame;s on rny l 6. I p.lay it Just fo fu-n. l Life is neithe purernaterjal nor; pure spir:ib.Jal. .Y.ou can do whatever in order to make yourself feel better-.

24、P:eople n eed a life partner,.but Love.is a nonsense.Games盂目沁 31AL GROUPmmunicationPkroposition1Zipp:os Brand Essence in- China- S-i gnofHeor.ism;- Icon of American CultureConsur:ner Insights:- Sex superi o-rity ；.啊 Self -ex istencen二.Manhood at HeartSign of M.ascul.inlty巳.Icon o-f M an sWorld盂目G R盯

25、GLOBAL GROUP mmunicationP rop僅 ition回2Zippos Brand Essence in China- Durabilityn- QualityReliable Companion三Consumer Insights:- Flashing world- Long lasting companionship二Trustwo.rthy companio.nLife-long soul mate.臣謚l R口億LOBAL GROTonaliWofC0mmunication Culture associated; Intimating; Distinctive &.

26、ye-:catching Funny, yet sophisticated.臣謚lLOBALGRO5. CfeativeExeeutionsCre甜i四ld ea1: The Beaufyof W可 Lege_n:dary Romanti-c; Hero; Fightin _gfor Justice; Hum9-n ; Life;M:asc-uliriity: braye, .responsibHity, toughness; History; Grandness.盂目G R盯GLOBAL GROUPCreativeId夠2: TruStworthy Reliabi|iw Quality In

27、timate companion;臣謚lLOBALGROGommunicationPkroposition1盂目G R盯GLOBAL GROUPrand Essence in Ghitia-Icon of Amer,ican drea_m;-Sign of Masculinity.Consumer lnsig:ht-s:-Missing sex superi o吁-s n sof.self-e xistenc ;-Yearn for gfory ,of he,.-.巳Hero at heart.置 Reason WhyHero at .h eart.置 They.are passionate

28、young men who are nvin g in a bo,xed-in s;ocieti s勺b eing for-ced to learn how to-:-f oll叩 ttae rigid rules and tak. e responsibilities.Masculine heroism are de.sired instinctlvely and spontaneously. However, the division of sex role is conver g.i.n_ g , th-e w o. rld is: being un.ified wiJhth e o.r

29、igin I m.asculi nity m- i ssin g.Bl.it- as a. Chin es.e man, the gender superiority is remained, they areseeking for a,.$ign of tn asc,uli nityt,o symboli ze人their inne. r “ M e ” , their dream of beirig- a Tru e Man!- Zipp.o is the privilege only assigned t o_meh; a perfect s_ign of manhood. Its sp

30、irU goes: bey on d purely mascuiinitty-y- it i3:n i con of American qulture and of historic.aI signifi cance.u is a legend reflectin g ther omantic-.aspect of-war.A. ,m an with Zipp o. is a newH er_o , who are p owerf_ul with romantic h.earttl;uob, who are both p1y-sically str on_g lnd ment_ally sop

31、histicated.mmunicationPkroposition2Brand Essence in c hinaXConsumer Insights:-Timeless classic; )-Flashing world;-Trustw orthy ,com p aniork. / -Sens.e of .self-exi stence.巳Life long so u l mate.ReasonWhyLife-Iongsou| mate. P aralleli g,the journey for Heris m., they are, eeking the exislence,of加 ms

32、elves-, their own- stand in the flashilg world. The e,rl_otions,th elati.on shipS:, th- amsand the imaginat.ions . .,.all of the_m;_comi gi nand out, the life is ju 式 like a multicolored kaleidoscope,. creating endlessex c:rn.ents and also confusions: at-s bu ly me.aningful to them? R t.#iable 叩pa n

33、 ion.勸 ip 1;he refore is aspired. A good friend is whom always go_ing together面中m-e and never betray: Zippo is a .timel ess 茄 勸 b. It could la,st lorag and be universed not only b ecause of its durabili/yquality, butalso because It neverchanges its cor-e value -overchanging mes. ZippQ. is a trustworthy 叩nio n which I c霆 穹1chormy. so I.TonaliWofC0mmunication Young & Hip; Wi 呴 ； Sophisticated; Distinctive & eye-catching; L ofty,.臣謚lLOBALGRO5. CfeativeExeeutionsCre甜i四ldea1 : Bceonda LighterUnderstandin g World War II within the collectivi_s-m culture context.LegendHumanHeroismFigh