Beauty 50 Sharp Marketing Creative Five: Ray glasses, never hide

Introduction: Now http://www.aliyun.com/zixun/aggregation/38410.html "> Network virus elements have become a large number of international brand media programs must. However, in the crowd, success is always in the minority. In the operation of the virus first, may wish to ask yourself, your brand personality is suitable for network virus transmission. The old, outdated brand concept is very popular in the new Cyber world. But the new sharp, individuality, the publicity brand is the network person's most loves. Ray, the world famous brand of sunglasses, successfully completed the "Old King Pavilion before the Yan, fly into ordinary people home" market image conversion. The root of success lies in its own highly malleable brand of genes that are able to keep pace with the times.

World famous Sunglasses brand Ray (Ray-ban) is the first of the company's quality products. In 1920, the U.S. Air Force commissioned Dr. Lun to develop a pilot-specific goggles to deal with the glare in the sky. A few years later, the world's first pair of green lenses were born with sunglasses. The glasses are both glare-resistant and UV-resistant, so they are popular with pilots. 1936, Dr. Lun put this kind of sunglasses into the market, 1937 renamed as "Ray-ban." "Ray" means Light, "Ban" means to block, since the "Ray" Brand is officially published.

Once upon a time, wearing a pair of ray sunglasses or a special actor in the Performing arts Topai-the 1930s, Hollywood stars wearing sunglasses is popular. Now, the situation is completely different. Millions of of people have been involved in creating a classic American brand experience in a funny, free way. Over the past four years, Ray has had 2-digit sales growth every year. From 2000 to 2006, sales expanded twice times. Now you wear ray to go shopping, no longer be considered as like underwear outside the pioneer people.

Recently, Ray's biggest media advertising program is "Never Hide." This activity, which began in March 2007, is a large-scale global market activity covering 20 countries. The target audience is young, courageous, and not a stereotypical consumer. The campaign has a complete and innovative media mix: from cinemas to print, posters, outdoor, internet, consumer-produced viral elements and PR. Surrounded by the concept of "never hiding", Ray calls on you to show your true self, your thoughts and your individuality, and encourage you to be faithful to the true and unique values. The event is aimed at 100 million people worldwide, and the main battlefield is New York Times Square. Interactive way to provide people with direct participation in the "never hide" activities of the experience. Advocate the production of content by consumers. Consumers ' own photos can be submitted to the rayban.com site. The picture can be crawled through the webcam video live tool. There is a showroom for all the pictures on the site. If the photos can be selected for display on the billboard of Times Square, you can experience the thrill of being famous for 15 seconds.

Portrait of Ray in Times Square

Of course, showing consumer photos in Times Square is nothing new in itself. But the most impressive thing about this activity is its size. There are 12 screens in Times Square to show your face to the world. Of course, the necessary condition is that you must wear ray glasses.

Never pretend, never be timid, never give up, never hide. "This is the theme of Ray advertising campaign. In fact, the brand was born in 1937, according to Ray's advertising director, and these attributes were written in its DNA. And these characteristics are also true leaders of the personality, and therefore particularly inspiring.

"The brand aspires to become a global icon," said the creative director of the campaign. It has real features, and only this sunglasses is best for "never hide". And this slogan is particularly in line with today's trends. This is a slogan full of modern significance, with great creativity, exploration, experimental space. ”

Throughout the event, it is particularly noteworthy that YouTube's famous video, "Grasping the sunglasses", is popular. The virus video content is the actor can use his face in various impossible ways to wear glasses. It produced nearly 3 million views on YouTube. And recently won the Bronze Lion award at the Cannes Digital advertisement.

Source: http://www.youtube.com/watch?v=-prfAENSh2k

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