上海K11卡萨帝新零售“当代达芬奇”艺术展

发布日期:2019-11-15 23:55
浏览次数:441
 
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引子——
     跨界,给了差异化营销很好的思路,而跨界的“脑洞”也直接影响消费者对品牌的回应力度。谁先出圈,在消费者心中建立起新的品牌形象,谁就掌握了营销主动权。
 
     卡萨帝就联合达芬奇艺术IP、天猫CLUB发起了一场突破想象的打通线上线下,多维度、全方位、有聚焦的差异化跨界联名品牌营销活动。
 
 
 
 
 
 
在上海k11天猫体验中心
以《“当代达芬奇:感知艺术展”》为题,
卡萨帝携手黑一烊团队“想得美”
和奇点艺术科技
 
举办了一场穿越了五个世纪的的展览,
将高科技融入古典绘画,
理性中透露着感性,
在漫长的时空隧道里相互交织碰撞
 
 
    卡萨帝在全球市场的品牌为Casarte, 源于意大利语,“Lacasa”是“家”,“arte”是“艺术”,Casarte将两者合二为一,寓意“家的艺术”。卡萨帝品牌创立以来,不止于艺术的灵魂与精湛的工艺,汲取全球科技基因,艺术与科技兼济,像做艺术品一样做家电,最终让一个产品从内到外都犹如一件艺术品。而被后世奉为“文艺复兴时期最完美代表”的达芬奇,出生于意大利,他后来震惊世人的成就也离不开意大利的文化艺术的熏陶。
 
 
     达芬奇在科技和艺术之间自由游离,不断拓展探索新的边界,对作品精雕细琢的完美追求,正如卡萨帝“用科技诠释艺术”,秉持“为完美永不妥协”的精神把每一个家电打造成艺术品 。这种由内而外的高度契合性,无疑为这场跨界营销赋予了不可复制的底色。现在我们一起来具体看一下吧。
 
 
 
1.
线下沉浸式感知艺术
零距离实现精准圈层对话
 
 
我们奇点人设计的互动装置
以《维特鲁威人》为原型,
 
以肚脐眼为圆心,
直至脚底为半径;
以双手平举为半径,
 
在精准数值上呈现出的完美比例,
展示了科学与艺术融合的瞬间,
表现出生命体的运动感.
 
达芬奇将科学与艺术融合,
以易懂的图像加以演示.
 
 
 
2.
深入年轻圈层
高端品牌巧妙玩转年轻化
 
 
 
 
“当代达芬奇”
不仅是对达芬奇艺术的再现
而是借助艺术感知与现代科技表现形式
思考达芬奇对我们当下生活与创作的意义
 
这是艺术家、策展人黑一烊,
意外艺术创始人意公子亲临现场
与观众分享“当代达芬奇”感知艺术展的创作理念
 
在现场卡萨帝指挥家
自由嵌入式冰箱正式发布
融合人文情怀、
自然美学与极致新鲜的艺术
源自达芬奇
 
“光影转移法”的晶钻紫意境面板明暗交替间,
呈现光与影的立体艺术
原创MSA控氧保鲜科技
氮氧分离延缓氧化 ,
留驻极致自然原鲜
 
卡萨帝坚持原创设计
与前沿保鲜科技相结合
打造轻松舒适的储鲜体验
让指挥家自由嵌入式冰箱在
每一个角度都是艺术
 
 
 
3.
构建营销闭环
完成精准流量收割
 
           为在局部声量累积的基础上实现宏观销量的转化,卡萨帝采取线上线下联动并行思路,联合天猫构建完善高效的营销闭环。
 
     通过卡萨帝与达芬奇艺术IP在全网掀起的舆论声量狂潮,在线上天猫平台进行话题口碑发酵,卡萨帝顺势推出双11新品发布营销活动,多款主推高端产品上线,实现精准流量收割。据卡萨帝官方数据显示,双11期间,天猫渠道销售额突破亿元大关,实现销售1.0259亿元。
     
     总的来说,这是一场从线下到线上、从声量聚焦到销量转化的品效合一的营销活动,在赋能线上销售转化的同时,也在进行着国际高端家电品牌营销边界的突围,实现多形态的渠道拓展。
 
 
 
 
 
    卡萨帝通过联合在艺术领域有着广泛影响力的头部大号“意外艺术”,精准匹配艺术圈层,以H5、视频、长图漫画、微博话题的趣味性形式及互动内容引发年轻人共鸣,实现潜移默化的品牌形象传导。
     不同于传统的画面形式,在《拯救达芬奇和名画的现代生活》H5中,达芬奇以及他的名画人物被重新赋予生命。比如自画像中“穿越而出”的达芬奇化身“暖男”,用卡萨帝冰箱作为“礼物”,成功拯救了蒙娜丽莎的不开心和《少女头像》的夏日难题,以现代人的视角与用户进行了一次跨越时空的互动。
 
 
 
(扫码即可体验H5)
 
 
 
 
总结——
     同质化的品牌营销总是各有相似,但是差异化的品牌营销不仅难得,对于行业而言,也更显珍贵。
 
     作为国际高端家电品牌,卡萨帝的这场营销很好的完成了跨圈层的用户定位,以达芬奇艺术IP的极致艺术审美为切入口,在精准用户圈层扩散的同时,实现用户心智对话与思维引导。
 
 
“在展览中我们将达芬奇作品
与卡萨帝指挥家智慧成套艺术家电融合呈现
将文艺复兴时期的科学
与美学进行了现代化演绎
以满足用户关于高端艺术生活的一切想象”
 
 
 
Introduction --
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.
IFrame
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.
One
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
Two
Go deep into the youth circle
High end brands play young
IFrame
"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
Three
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)
Conclusion -
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
And CASA