赛百味正式版Subway China Branding Summer Campaign.docx

SubwayChinaBranding&2021SummerCampaignPresentationDeckByCARNIVOuAIIconsumerproductsareworthredoing.n''每一种消费品，都值得重做一遍。ThefounderofAfuEssentialOil,MengXing（flowername:雕爷）FoodographyFOOD-CARE&FOOD-TECH但®1SW(三DCtrWgQD1.NeloD(三)fcfDl瓜IF函覆Mo疹吃的不仅是"饭"食品品牌崛起的底层逻辑已悄然巨变吃饭这件大事用#今天吃什么#就离阅图8乙讨论47.8万#每日三省吾身#干饭人日常#选择困难#吃得新奇？吃得满足g吃出创意结*后吃出身份吃得健康£TheyneverlosetheirenthusiasmforfoodTheyarealwaysthefirsttotrysomethingnewPushingbrandstoputoutflavorinnovationsFoodF1.AVORSTIMU1.ATION平淡生活中的口感刺激OnlyTheExtremeOfFlavorCan1.ureTheirTastebud渴望口感冲击挑拨味蕾神经FoodasEXCITINGEXPERIENCE让吃饭过程成为猎奇体验EnrichingConsumptionProcessViaSurprisingExperiences丰富进食过程融合新奇体验BlindboxandflavorinnovationbringthemasenseofsurpriseYoucanneverimaginewhattheywilleat-moresurprising,moreexciting,moreunknownandmoreadventurousFoodforSE1.FP1.EASURESCARE吃出自我愉悦和关爰BeautyFoodForSelfPleasure“NewFunctionalFoodForSelfCare高颜值美食愉悦自我新功能食物关爱自我Foodchoicesgoesfarbeyonditsflavorfunctionbutasachoiceforselfcare-eitherforpureaestheticpleasure(andpotentialsocialcurrencyvalue)orforholisticwellness,orsometimesbothcombined.FoodasIDENTITYNotChoosingTheFoodButAnIdentityAnd1.ifestyle我选择的不是食物而是生活方式OATSINSTANTNOOD1.ESODAWATERCEREA1.顺午典丫世代WHITE-CO1.1.ARGENZ年轻白领Z世代GENZ；WHITE-CO1.1.ARZ世代健身瘦身党白领女性与/也国民实力麦片YOUNGWHITE-CO1.1.ARS学生党年轻白领TheMotherOfGenY丫世代妈妈GENZ'SCHOICEZ世代Blue-collar；students蓝领阶层;宿舍学生党好吃不胖奶茶级口感豫芥代售奶甘I6触装Comfirmation食物选择也是i身份认同JGenZ,sfoodpreferencegoesbeyondstomach-feedingtoreachingahigherlevelofSE1.F-ACTUA1.IZATIONPleasure情感的愉悦Currency社交话题Experience猎奇体验Identity身份认同1.ifestyle生活方式SelfCare自我关爱ReflectingANEED-STATEEVO1.UTIONofFoodIndustryinChinaFUNCTIONA1.NEED功能饱腹期SOCIETA1.NEED与时俱进期INDIVIDUA1.NEED自我满足期MasterKongNationalchoiceforstomach-feedingStarbucksThe"third-space"SocialcommunityWONDER：1.AB#EMoTIONA1.P1.EASUREWONDER1.ABEatableaccessory/fashionchoiceMcDonaldzSFastfoodforquickmealorgrabandgoHaidilaoHotPotSocialgathering/celebrationoccasion#UPGRADEDHEA1.THNEEDAHA/NE1.O/BUFFXFoodasnutrientsforselfcareandhealthQUAKERBasicchoiceofoatsforyourbreakfast.YiDianDianpioneerintheafternoonteabreakoccasion#1.IFESTY1.ESaturnbird/oatlyBrandasachoiceforsustainablelifestyleTOBEBOTHTHE"FRESHCHOICE”&A1.SOTHE"FORMECHOICE”=INTRODUCINGA1.OVE-AT-FIRST-SightbrandRE1.AUNCHStrategicPropositionFRESHERThanFresh让新鲜，够新鲜Product-wiseHealthyyetdeliciouslysatisfyingTransparentpreparationHighqualityingredientsandfreshlybakedbreadConsumer-wiseCustomizablechoicestofitforallkindsofflavorpreferencesandoccasionsAttitude-wiseToneofvoice:Energizing,connected,fun,reliableandboldFRESHERTHANFRESH让新鱼羊够新鱼羊Whowetalkto# 1.DRIVETRIA1.Frompotentialusers# 2.SWITCHINFromcompetitorusers# 3.GROWFREQUENCYfromcurrentusers25-35Healthrankingtopofhisherfood-choicedrivers.Careforwellnessandfitness.Financiallycapable.BRANDCHOICESElementfreshWagasBakerspice18-35Thecommonmass.Prefertasteoverhealth/nutrition/price.Enjoysimplepleasuresfromfood.BRANDCHOICESMcdonaId1SBurgerkingKFC18-25GenZ.Followthetoptrendinfoodmarket.Willingtobethefirsttotryoutandsharearound.BRANDCHOICES本土网红餐厅Heytea生活方式餐厅StarbucksReserve25-35Freshasaconsiderationforfoodqualityandhealthyindicator.Meantimeconsideringgoodvalueformoney.BRANDCHOICESSubwayTOATTRACTXvisualtrade-upXconsumptionoccasionsiS,够有新鲜吃法PRODUCTINNOVATION让新鲜，够有新鲜味道'CURRENTUSERSFreshasinTOGROW(basedonlifestyle)XfunctionalRTBXpairingoptions(useoffreshingredients)FRESHERTHANFRESH让新鲜够新鲜HowwetalktothemTOSWITCHCOMPETITORUSERSr.一£Freshasin&Q温OCCASIONINNOVATION04CREATIVE.GENZ到底爰玩什么梗？真的是品牌难以突破的事情吗？WhatdoesGanzlike?Isitreallyhardforbrandstobreakthroughthesethings?这场营销仗打起来要巧劲儿。Themarketingbattleneedstobefoughtwithdexterity.AboutGENZEatingfastfoodisacommonthingforthem.吃快餐这件事对他们来说就是稀松平常的事走过路过反正错过就错过It'sfineforthemthattheywalkby,passby,andmissit.Comeon主打薪!Self-mockeryself-deprecationEverythingcanlaughatitself爱自嘲敢自黑万物皆可嘲给TA一个着力点玩得比谁都还要六GivethemafocustheycanplaybetterthananyoneelseAvocadogreenself-deprecatingquotesgreenavocadoChallenge让新鲜够新鲜？什么是够新鲜?WhatdoesFRESHERTHANFRESHmean?就是够野生lt,swildenough!BigIDEA这个夏天Subway把自己绿了Subwayturned“green“thissummer.野生事件开场，透过牛油果三明治夹着的那抹绿为出发点，话题炒热后品牌跟上促销玩法，和GenZ在这个夏天成为真正的兄弟姐妹!Beginwithawildevent.Usingthegreenontheavocadosandwichasastartingpoint,Whentheconversationgetsheated,brandsfollow,1.etthebrandandGENZbecometruebrothersandsistersinthissummer!Thelatestonlinelanguage：韭零.韭五后新晋网络名词：韭零这届年轻人爱搞基Ganzlikesfunds1990年以后出生的韭菜们。名词解释：因为基金大跌而破灭坐拥百万资产梦想的,K买JC百家号/后街花园潜伏期觉醒期艮狂期幻灭期三=s基金大盘绿油油的一片,无可奈何所以哭笑不得与GenZ并绿IBranding绿绿得正，解不开他的绿，但为TA的虑，雪中送炭campaginbigidea这个夏天Subway把自己绿了？ProductI新品牛油果三明治网红食材，面包里夹着一抹绿油油的牛油果。韭五后的2021有点绿IConsummer绿油油的一片，对年轻人而言最痛的点greenavocadointhebread.Ganz'sfavoritefundsarealwaysgre创意核心Thecreativecore绿虑得正Add"Green"to"Anxious"makeapositive.(TheChinesecharactersfor“green"and"Anxious“havethesamepronunciation.Greenturnsnegativeenergyintopositiveenergy.)如果你心情不好有点绿，那至少来到赛百味,今天总有一件事让你开心一点点。Ifyou'refeelingalittlegreen(GreenmeansblueinChinese),atleastcometoSubway,Thereisalwaysonethingtocheeryouuptoday.这个夏天Subway把自己绿了？phase1自绿的夏天I牛油果三明治自绿指数自绿青年I集体玩转绿”风潮每日基金大盘指数与赛百味门店创意结合，涨幅越高折扣越大。atio玩法落点一出，各路KO1.相继祭出野生玩法！引爆这条带有绿色的"牛油果三明治"'alThehighertheincrease,theg这个夏天Subway把自己绿了？phase1自绿的夏天I牛油果三明治自绿指数每日基金大盘指数与赛百味门店创意结合，涨幅越高折扣越大。ThecombinationoftheDailyFundIndexandSubwaystoreideas,Thehighertheincrease,thegreaterthediscount吃口新鲜绿phase2c%KVCreative绿虑得正Add"Green"to"Anxious"makeapositive.清爽好心情，吃口绿快快转红！这个夏天赛百味与你绿虑得正”demo-以清爽舒适调性为主，清爽的夏天可能会遇上各种"忧虑"时刻，可能是基金还在跌、可能是对象不理你，吃一口牛油果绿，自绿一下轻松一下。Visionisrefreshingandcomfortabletonality.Aclearsummermaybemetwithallkindsof"worrying"momeMaybethefundisstillfalling,thegirlfriendmayignoreyou.Relaxwithabiteofanavocadogreensandwich.phoselTheself-greeningindexofanavocadosandwiphase1牛油果三明治自绿指数Emotion|据研究表明,当情绪低落或者亢奋生气时,吃就会变成一种宣泄口。ngbecomesakindofoutlet.Function|赛百味牛油果三明治，满满的清爽感,既然要吃快餐，就选健康的！(I7：50<1304赛百味进来:打工人必备小食I1.astCalll和小赛一起get满分选I线上每日推送大盘指数活动期间每日推送涨幅信息，输入你代码，赛百味反馈给你一张午餐优惠券！®基金代码：28472900031©andofIkIingtheevent,pushtheincreaseinform;enteryourcode,Subwaywillgiveyoualunch线下每日大盘指数公布优惠informationeveryday门店设置今日指数I在线领优惠券，线下出示基金证券页面，无论涨幅,赛百味雪中送炭与你同在！''当你身穿一点绿，服务员就懂了你“When、牛油果三明治套餐，现享带点绿的你,折扣优惠为你一天心情加点分。当你输入基金代码置公众号Whenyouenterthefundcodeinthebrand'sWeChat后台也懂你今天发生什么事，很遗憾无法为你解决,但总归可以给你一点好心情，例如这张优惠券。p>aseN活动期间“绿虑得正包装符自绿活动衍生物，无虑股票纸、无虑基金证明.无虑劳动合同、无虑情书、让一些忧虑退散的忧虑退散符透过有趣文案，自嘲自绿的角度产出创意物料，引发玩味。copydmeo忧虑退散符I吃一口牛油果绿，股票绝不贴墙壁!赛百味自绿基金活动上线中，雪中送炭每日与你绿绿得正!,.fi-27.33O“"buff”“感觉吃了就会各种变好”这个夏天Subway把自己绿了？phase2自绿青年I集体玩转绿”风潮玩法落点一出，各路KO1.相继祭出野生玩法！引爆这条带有绿色的"牛油果三明治"黑色幽默|这波操作很软很好笑年轻人被基金“绿的野生事件BlackhumorthiswaveoftheoperationisveryfunnyAwildeventinwhichyoungpeopleare"greened"byfunds故事由一个年轻人开启在这个炎热的夏天，蓝天白云，可我手头那张基金今天又跌了一点，这凄凉之时配上燥热的夏天，路过地铁站，路过赛百味，眼瞧新品牛油果牛肉三明治上市，我决定买下这条牛油果绿，拍个当我被绿时的Vlog!"#$%&'()*+,-./012,3456-0789:;-<=0>?/ABCDCt野生年轻人们模仿被“绿时候大学生恋爱这是我第一次写的情书，鼓起勇气给出去之后,又鼓起勇气从废纸娄捡了出来。健身房教练这是我第一次被教练放鸽子，以前都是我放他鸽子，今天他带着其他学员向我说；不好意思改天再约。Jl产强壮的牛油果鸡肉三明治这里是上海大学教学楼楼下,我被绿的地方，欢迎来到我的世界,我心疼的牛油果鸡肉三明治这里是威尔士健身房门口，第一次教练绿我的地方，欢迎来到我的世界，极光党的沙发绿光笼罩，一个人的手机屏幕是一道绿光，一群人的绿光是一道极光,朋友们相聚一起嘲笑彼此，最后吃下一口牛油果三明治。"这里是好闺蜜家的沙发，第一次集体被绿的地方，欢迎来到我们的世界我们心爱的牛油果鸡肉三明治