March 15, 2008, the international top luxury brand Louis Vuitton (LV) Select SMG Shanghai Media Group (SMG)'s five television channels, release of its length of 90 seconds when the image of advertising. It is said that this film will be 13 kinds of advertising language in the world through the rigorous screening theater, cable and satellite channels. The vote in the SMG's broadcast is the first time in mainland China, Louis Vuitton ads on the TV screen debut.
Consistent in people's thinking, the luxury brand Shouzhong Mian very narrow, their advertising is often the media or high-end boutique fashion magazines the media, while traditional television media is more of a mass-oriented.
This 90-second commercials is the Louis Vuitton brand in the history of a breakthrough. No film star faces, nor any well-known place. On the contrary, accompanied by Gustavo Santaolalla, who have "Babel" and "Brokeback Mountain" soundtrack of these two large and therefore get an Oscar for best Original Music Award) touching the guitar theme song, the screen constantly flashes a wide range of scenery and different faces, will be the audience into a dream-like state, very aesthetic picture. At the same time, the subtitles appear on screen will bring up the audience from the opening question "What is" The introduction of the ultimate issue of "life will lead you aiming for?"
The commercial shows a Vuitton's core values, the film did not mention any product, since it is intended to deliver a spiritual one. It is a highly artistic expression, performance change their lives. "Broadcast this film makes the Vuitton ad is currently posted on the print media advertising campaign for the core values of integrity. In the current print ads, Mikhail Gorbachev, Catherine Deneuve, etc. invited world-renowned figure in endorsements, Vuitton is an important starting point for future development.
The commercial makes it so special; only because of its form (which is now more than twice the most commercial advertising), lies in its originality, this is a luxury the first time the company posted on the television screen advertising company culture promotional activities. Such a high-quality commercials, television media will use any means to exercise it?
The Louis Vuitton in Shanghai, running television advertisements, chosen SMG's five channels - News synthesis, first financial, lifestyle, documentary and foreign language channels. SMG fruitful in recent years, professional and audience fragmentation, the brand of media to create a professional brand image advertising Louis Vuitton offers high-quality high-end platform.
News Comprehensive Channel has always been the authority of the Shanghai area TV news releases and good TV Zhanbo of the first platform, the audience loyalty, ratings, market share and other indicators Shanghai has ranked first in the various channels, the audience even gender distribution, audience size considerable. First Financial position investors, provide full financial and economic content, comprehensive coverage of major domestic and foreign investment market, with including "brain storm", "Chinese operator," "Boss Town" and other programs, including a number of brands. Professional and authoritative content for the financial success of the first assembled a high-end crowd of concern that the proportion of college educated audience of nearly 35%! Lifestyle channel with "quality of life advocates," the core concept of city life communication method is the most appealing fashion in today's China, one of television channels. Channel has a wide range of high-quality viewing crowd, the data show, lifestyle channels under the age of 35, the proportion of young viewers more than 40%, university degree or above was higher than 25% of the audience! Documentary Channel wholeheartedly to build a true brand has become firmly rooted. Data show that the effective channel to attract high-end knowledge of people's concern over into the audience three or more university degrees. In the more people seem to do documentary audience, is a symbol of culture and identity.
The key point is that creative marketing has proven that when a brand tailored for a set of integrated marketing programs, the traditional mass media for the television media is the mind-set is to be able to break. In the marketing area, there is no impossible. Louis Vuitton, and SMG out of this common step, is likely to be a big step marketing. Louis Vuitton Select SMG to run TV ads, indicating that such a luxury brand Louis Vuitton, the Shanghai market acceptance, also shows that the quality of the SMG program and advertising the quality of recognition. This act broke the previous high-end brands are not carried out through the mass TV media branding practice, indicating that high-end brands to the mass TV media recognition.