〈淘寶賣Smart〉:亞洲實效營銷節作品範例

2011年亞洲實效營銷節「最有效直效行銷運用」類金獎作品來自北京,是MEC為Mercedes-Benz在淘寶賣車的行銷案。這件作品也在2011年亞洲實效營銷節獲得「最有效互動行銷運用」類金獎。

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OBJECTIVES 目標

Smart made its debut in China’s small car market in 2009. But despite relatively high awareness and consumer enquiries, the car brand had not converted awareness into sales. Approaching the year-end, owner Mercedes-Benz wanted to further build brand awareness and grow sales, all within a three-month timeframe.

Mercedes-Benz旗下的Smart於2009年在中國進入小車市場,但儘管具有高知名度和消費者詢問度,知名度並未轉換為銷售。接近年底時,Mercedes-Benz希望在三個月時間內持續打造品牌知名度,並增加銷售量。

STRATEGY 策略

The idea of a traditional sales-support campaign was rejected. Instead, Mercedes-Benz partnered with Taobao.com, China’s largest e-commerce platform, and revolutionised the concept of buying a car by becoming the first car manufacturer to sell cars directly online. The campaign kicked off with smart cars going on sale on Taobao.com in a ‘Group Buy’ promotion, which meant that the first 200 people who signed up to buy a smart Car would receive 23% off its retail price. Further momentum was gathered though a series of ‘One second buy’ promotions that gave people the opportunity to purchase a car for US $0.15. Throughout the campaign, the top 20 Taobao store owners put on fashion shoots with smart to further drive awareness.

Mercedes-Benz直接拒絕傳統的助銷廣告,而和中國最大電子商務平台淘寶合作,並成為第一個直接在網站上賣車的汽車廠商。活動設計首波是以類似 「團購」方式進行促銷,達200人付訂金購買時,所有買家獲得高達23%的折扣。其次,以一系列「秒殺」特價,讓大眾有機會以0.15美元買到Smart,持續增強買氣。活動期間,淘寶前20大賣家受邀與Smart一起拍攝時尚造型照,持續創造認知度。

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註:Smart於3小時25分鐘內賣掉200輛車。9月份銷售較前一月份增加106%。10月份則銷售掉另外936輛車。

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