Cross border gives a good idea of differentiated marketing, and the cross-border "brain hole" also directly affects the response of consumers to the brand. Whoever comes out of the circle first and establishes a new brand image in the hearts of consumers will have the initiative of marketing.
Casati, together with Da Vinci art IP and tmall club, has launched a marketing campaign to break through the imagination of online and offline, multi-dimensional, all-round and focused differentiated cross-border joint brand.
In Shanghai K11 tmall Experience Center
Under the title of "contemporary Da Vinci: perceptual Art Exhibition",
Casati and heiyishuo team "think beautiful"
And singularity art technology
A five century exhibition was held,
Integrating high technology into classical painting,
Sensibility is revealed in reason,
Intertwined and collided in the long tunnel of time and space
Casarte's brand in the global market is casarte, which originates from Italian, "lacasa" is "home" and "art" is "art". Casarte combines the two into one, implying "art of home". Since the founding of Casati brand, it has not only absorbed the soul of art and exquisite technology, but also absorbed the global technology gene. Art and technology work together, making household appliances like making works of art, and finally making a product look like a work of art from inside to outside. Leonardo da Vinci, who was regarded as the "most perfect representative of the Renaissance", was born in Italy. His later achievements are inseparable from the influence of Italian culture and art.
Leonardo da Vinci is free to dissociate between technology and art, constantly expanding and exploring new boundaries, and pursuing the perfection of his works. Just as Casati "interprets art with technology" and adheres to the spirit of "never compromise for perfection" to make every home appliance into a work of art. This high degree of fit from the inside out undoubtedly gives this cross-border marketing an irreproducible background. Now let's have a specific look.
Offline immersive perception Art
Zero distance for accurate circle dialogue
Interactive device designed by our singularity man
Based on the Vitruvius,
With the navel as the center,
Until the sole of the foot is the radius;
Take the two hands flat as the radius,
The perfect ratio for accurate values,
It shows the moment when science and art merge,
It shows the sense of movement of the living body
Leonardo da Vinci integrated science and art,
Demonstrate with easy to understand images
Go deep into the youth circle
High end brands play young
"Modern Da Vinci"
It's not just a representation of Leonardo da Vinci's art
But with the help of art perception and modern technology forms of expression
Thinking about the significance of Leonardo da Vinci to our current life and creation
This is the closing of artists and curators,
The creator of the art of accident
Share with the audience the creative concept of "contemporary Da Vinci" perception Art Exhibition
At the scene, Casati's conductor
Free embedded refrigerator officially released
Integrating human feelings
Natural aesthetics and the art of extreme freshness
From Leonardo da Vinci
"Light and shadow transfer method" crystal diamond purple mood panel light and shade alternate,
Three dimensional art of presenting light and shadow
Original MSA oxygen control and fresh keeping technology
Nitrogen and oxygen separation delay oxidation,
Stay in the natural original
Casati insists on original design
Combination with cutting-edge preservation technology
Create a relaxed and comfortable storage experience
Let the conductor freely embed the refrigerator in the
Every angle is art
Build a marketing closed loop
Finish precision flow harvesting
In order to achieve the transformation of macro sales volume on the basis of local volume accumulation, Casati adopts the idea of online and offline linkage and parallel, and combines tmall to build a perfect and efficient marketing closed-loop.
Through the frenzy of public opinion raised by Casati and Da Vinci art IP in the whole network, tmall online platform carries out topic word-of-mouth fermentation, Casati launched the double 11 new product release marketing activities, and many high-end products were launched to achieve accurate traffic harvesting. According to Casati's official data, during the double 11 period, tmall's channel sales exceeded the billion yuan mark, achieving sales of 1025.9 million yuan.
In general, this is a marketing activity that integrates product and effect from offline to online, from volume focus to sales volume transformation. While enabling online sales transformation, it is also breaking through the marketing boundary of international high-end home appliance brands and realizing multi-modal channel expansion.
Casati precisely matches the art circle by combining the large-scale "unexpected art" with wide influence in the art field, arouses young people's resonance with the interesting forms and interactive contents of H5, video, long drawing cartoon and micro blog topics, and realizes subtle brand image transmission.
Different from the traditional picture form, in H5 "saving Leonardo da Vinci and the modern life of famous paintings", Leonardo da Vinci and his famous painting characters are given life again. For example, Leonardo da Vinci in the self portrait "through" incarnates "warm man", uses Casati refrigerator as a "gift", successfully saves the unhappiness of Mona Lisa and the summer problem of "girl's head", and interacts with users across time and space from the perspective of modern people.
(swipe the code to experience H5)
Homogeneous brand marketing is always similar to each other, but differentiated brand marketing is not only rare, but also more precious for the industry.
As an international high-end home appliance brand, Casati's marketing has well completed the cross circle user positioning, taking the ultimate artistic aesthetics of Da Vinci art IP as the entry point, while accurately spreading the user circle, it has realized the user's mental dialogue and thinking guidance.
"In the exhibition, we will present Leonardo da Vinci's works