哪吒汽车ip整合营销案例分享魔童的诞生

魔童的诞生哪吒汽车IP整合营销案例分享Movie <The Birth of Nezha>Nezha Auto IP Integrated Marketing Case Sharing 邓凌丨合众 · 哪吒汽车 营销公司副总裁Kevin Deng丨Hozon · Nezha Auto The Vice President of Marketing Company 当代：大数据+大内容成为趋势Contemporary: Big Data + Big Content Becoming Trend传统媒体时代Traditional media era互联网媒体时代Internet media era移动互联网媒体时代Mobile internet media era碎片化时代Fragmentation era传播1.0 Spread 1.0传播2.0 Spread 2.0传播3.0 Spread 3.01990-19992000-20112012-20142015-至今电视&报纸为主导Mainly with TV & Newspaper媒体资源匮乏Lack of media resources门户成为领军者Portal becomes the leader博客/论坛繁荣 视频崛起Blog/Forum Video Rise社交/新闻类APP引领潮流 Social/news apps lead the way移动广告爆发式增长Mobile advertising explosive growth以人为中心 Human Centered 新技术强化体验 New Technology enhance experience门户APP超级平台认 识Knowing认 知Recognition认 同Identification粗放的广而告之大媒体占位Extensive and widely advertisedOccupy Large Media 广告/CPC/CPM投放效比ROIAd/CPC/CPMROI信息流/DSP传播环境匹配Information flow / DSPCommunication Environment Match跨界/IP/内容营销以社群价值认同Cross Cooperation/ IP / Content Marketing Identify with community value品牌Brand社交群体Social groups品牌Brand消费者Consumer产品Product大众Public 互联网时代本来就是一场“注意力抢夺战”谁先占据谁就抢夺先机如何利用碎片化时间让消费者记住你Internet Era It's a "attention grabbing war“Whoever takes the first place will seize the first opportunityHow to use fragmentation time Let consumers remember you流量为王同理心为道Traffic is kingEmpathy is Way3.0传播 品牌宣传的难题与解决之道 3.0 Spread The Problem and Solution to Brand Communication 2018.11首款产品哪吒N01上市获宜春金合投资入股The first product Nezha N01 on the marketGet Yichun Jinhe investment2017.4获得发改委整车生产资质Obtain vehicle production qualification of national development and Reform Commission2014.10公司注册成立Hozon officially register 2015.2与清华长三角研究院共建研发中心Joint construction of R & D center with Tsinghua Yangtze River Delta Research Institute2016.5第一款整车试制下线The first vehicleTrial production offline2017.11参加第四届乌镇互联网大会Attend the 4th Wuzhen Internet Conference2018.4桐乡智慧工厂竣工硅谷智能驾驶研发中心美国挂牌Tongxiang smart factory completed Silicon Valley intelligent driving R & D CenterListed on Nasdaq2018.5工信部生产资质公告Production qualification announcement by Ministry of industry and information technology2019.3北京设计中心成立Beijing Design Center established2019.4合众 U 亮相上海车展Hozon U appears on Shanghai Auto show2019.6宜春工厂开工仪式Opening ceremony of Yichun factory2019.7跨界合作国漫上映< 哪吒之魔童降世>Cross cooperation with National film < The birth of Nezha> on the show合众成立于2014年公司总部位于上海 , 是唯一一家拥有”双资质、双工厂”的新势力造车企业随着产品上市及发布，销量排行前列，同时结合营销大事件，营造了很好的品牌知名度。Hozon was established in 2014Headquartered in Shanghai, the company is the only NEV with “double-qualified and double-factory”.With the product launch and release, sales at the forefront, and combined with big IP, which has created a good brand awareness.企业使命 以智能电动车为载体 , 让绿色出行新生活走进千家万户企业愿景 让高品价比的智能电动车触手可及Enterprise mission Smart Electric Vehicles as a carrier, to let green travel new life into thousands of householdsCorporate vision Make high-quality Smart Electric Vehicles at your fingertips合众公司 哪吒汽车 简介Hozon Nezha Auto Summary u什么是哪吒？—重塑哪吒形象What is Nezha? - Reinventing the imageu哪吒和我们有什么关系？—建立 “哪吒汽车” 与消费者的关联 The connection with us? — Establish the association with the consumers u哪吒与哪吒汽车From Nezha to Nezha Auto诞生于2017年底的哪吒汽车品牌 的挑战The Challenge for the Nezha Auto Brand, which is born in the end of 2017•受传统形象束缚，用户对哪吒的认知仍停留在红缨枪、风火轮的印象里，易产生乡土化联想•Constrained by the traditional image, the user’s perception of Nezha is still in the impression of the red scorpion gun and the hot wheels, easily connect to localize传统形象束缚Traditional image bondage•以“哪吒”为名利弊参半，在带来话题和流量的同时，也带来了部分置疑之声，认为命名过于娱乐化，缺乏严谨态度•There are mixed advantages and disadvantages in the name of Nezha. It brings topics and traffic while with the doubt. It is said that the name is too entertaining and lacks rigorous attitude.以哪吒为名带来的舆论The paradox brought by the name 哪吒汽车品牌主张Nezha Auto brand Proposition唤醒你心中的“哪吒”精神Wake up The spirit of “Nezha" in your heart敢于尝试在更广阔的世界里见识精彩Dare to tryBe wonderful in the wider world直面挑战用三头六臂活出真正的自己Facing the challengeLive your true self with three heads and six arms 大声地喊出 新一代哪吒精神 Shout out the new Nezha spirit 每个人心中都藏着个哪吒 Nezha living in everyone’s heart 每个年代都有哪吒精神 Nezha Spirit living in different year age 每个人都会与命运抗争 Everyone need to fight against fate 去 你 个 鸟 命！ 成功案例：哪吒汽车X哪吒魔童大电影 哪吒魔童降世&哪吒汽车 可遇不可求的 一次完美邂逅 Perfect Encounter 充分借助《哪吒之魔童降世》大IP和哪吒命名本身的关注演绎“敢，你就是哪吒”品牌精神提升哪吒汽车的知名度与美誉度Make full use of the big IP and the attention of the name itselfPlay the brand spirit of “Brave, You are the Nezha ”Enhance the popularity and reputation of the Nezha Auto哪吒汽车与哪吒魔童精神内核的共鸣The resonance between Nezha Auto and Nezha child's spiritual core 哪吒魔童IP现象级国潮---破多项纪录，人民日报央视点赞Nezha movie IP National Level Phenomenon --- broke a number of records, People's Daily CCTV give a “thumbs-up” IP360Earned ：报道（娱乐生活+汽车）Report (entertainment life + vehicle)Owned：双微+抖音+朋友圈Weibo&Wechat + Douyin+Friends CirclePaid：映前贴片+高铁Ads pre-release Film + high-speed rail Ads+IP主题 官网/电商/app：留资IP theme official website / e-commerce /App: Leave leads新车上市EP11CRM+终端New Vehicle laun