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王者需要乐观, “城市SUV王者”CR-V正是这种调调

LUOMAN·LUOLANZAI《MIKAILANGJILUOCHUAN》ZHONGSHUO,“SHIJIESHANGZHIYOUYIZHONGZHENZHENGDEYINGXIONGZHUYI,JIUSHIRENQINGLESHENGHUODEZHENXIANGHOU,NIYIRANHAIREAITA。”ERYINGXIONGZHUYI,YOUHELEGUAN、YONGGAN、JIANCHIHEZIXINDENGXINGGETEZHI,BUKEFENLI。

王者需要乐观 城市SUV王者CR-V正是这种调调-图1

看完刚刚全网刷屏的五代中期改款(或者说“五代半”吧?)CR-V的上市发布微电影《沈浪的思薇》,热爱、乐观、勇敢、坚持和自信等这些关键词,在围绕一辆车展开的追逐爱情、不留遗憾的故事中,涵义被渲染得淋漓致尽。

王者需要乐观 城市SUV王者CR-V正是这种调调-图2

《SHENLANGDESIWEI》,SHIDONGFENGBENTIANWEIQIXIAZUIZHONGYAOXINKUANCR-VDESHANGSHIHEKAIXINMAHUAYIQIDAZAODEYIBUWEIXINGWANGJU。WANGJUYOU“GUOMINXIGANJIANNAN”SHENTENGZHUYAN,YI“BUFUQINGCHUNBUFUNI”WEIZHUTI,JIANGSHULEYIWEIMINGJIAOSHENLANGDEGAOZHONGNANSHENGDUIMINGJIAOSIWEI(DAJIAJIDECR-VDEZHONGWENMINGJIUSHI“SIWEI”MA?)DENVSHENGDE16NIANZHIZHEZHUIQIU。DANGRAN,ZHEIBUWANGJU,ZAIXIAODIANYUHUANKUAIZHIWAI,WANMEIZHIRUHECHENJINDE,SHIXINKUANCR-VDESHICHANGYINGXIAO,SHIDONGFENGBENTIANDEQIYELINIAN,SHICHANPINYUYONGHURENQUNDEGONGMING。

青春故事告白车型定位

王者需要乐观 城市SUV王者CR-V正是这种调调-图3

每年的这个时候都是毕业季,空气里可能都弥漫着青春的味道。而每个人的青春之所以美好,记忆能久久留存,又是因为有太多年轻的遗憾与怀念。高中生沈浪追求思薇16年的故事,波折和反转,不仅让人浅笑而又内心温柔一动。所有桥段,都和青春有关。

王者需要乐观 城市SUV王者CR-V正是这种调调-图4

ZUOWEIDONGFENGBENTIANZUIZUIZHONGYAODECHEXING,CR-VJINRUZHONGGUOSHICHANG16NIAN。GANGGANGSHANGSHIDE“WUDAIBAN”CR-V,ZAIYANSE、ZAOXING、PEIZHIHEKEJIGANFANGMIAN,QUANMIANNIANQINGHUA,SHISHANG、YUNDONGHECHAOLIUQIZHI,YEJINYIBUTUXIAN。“YIQINGCHUNGUSHIDEWANGJUZUOWEISHANGSHIFABUZAITI,SHIWOMENYINGXIAOSHANGDEYIZHONGTANSUO。‘GENGKEJI、GENGSHISHANG、GENGZIRU’,SHIDONGFENGBENTIANDEPINPAIZHUZHANG,ZHEIGEPINPAIZHUZHANGDEHEXIN,JIUSHIZAIYUNDONG、SHISHANGHEKEJIDEJICHUSHANG,DAZAOGENGWEINIANQINGDEPINPAIXINGXIANG。ZAIGAOKAOJI,YOUGUANQINGCHUNDEGUSHI,XIANRANZUINENGJIQICR-VYONGHUDEGONGMING。”DONGFENGBENTIANYOUGUANRENSHIXIANGWANGSHANGCHESHIZHEIYANGBIAOSHI。

王者需要乐观 城市SUV王者CR-V正是这种调调-图5

用网剧发布形式,打通产品与目标用户人群的气质、性格共鸣,加强产品与目标用户人群的情感沟通,已日渐成为近两年东风本田新车上市发布的“标配”——很多人都还记得去年5月全新思域上市时那部催人泪下的短剧《一颗糖》吧?通过这些短剧的打造,探索用户心理,洞悉用户需求,调动用户情感。也许故事很短,但因为场景、情节甚或“伏梗”的共鸣效应,往往能获得巨额广宣投入也达不到的传播效果。       

信心、乐观与希望

王者需要乐观 城市SUV王者CR-V正是这种调调-图6

MOUZHONGYIYISHANG,JINNIANYILAI,DONGFENGBENTIANYIZHIZAIYONGCHANPINYINGXIAOHUANJIEDEGUSHI,CHUANDIQIYELINIAN、PINPAIJIAZHI。UR-V 6YUECHUSHANGSHIDE《NIHAO!SHENGHUO》,SHIDUIYIQINGZHONGYA、QIYEFUGONGFUCHANJIANNANDEHANRANHUIYINGHEQINGXUXUANXIE。ERXINKUANCR-VDE《SHENLANGDESIWEI》,BIAODADESHIDONGFENGBENTIANLIJINJIANXIN,FANHUIQIYEFAZHANZHENGGUIHOUDEXINXIN、LEGUANYUXIWANG。RUGUOCHUAIMOBUCUODEHUA,BUJIUZHIHOUDEXIAYIKUANCHELIANGXIANGSIYUZHISHANG,WOMENKANDAODE,JIANGSHIYIGEJIQINGSISHE、HUOLIPENGPAIDEDONGFENGBENTIAN。

王者需要乐观 城市SUV王者CR-V正是这种调调-图7

WEIQINGCHUNBUKEGUFU。SHENGHUODEWANGZHEXUYAOYONGQI、WEIXIAOYUZIXIN。ZUOWEICHENGSHIDEWANGZHE,“WUDAIBAN”CR-V,YAODEJIUSHIZHEIZHONGDIAODIAO。《SHENLANGDESIWEI》,MOUZHONGYIYISHANGDE“JIANNAN”,HOUZHELIANPI,ZUIZHONGBAODEMEIRENGUI,ZHEISHICHETOUCHEWEIDEHUANXIJU,RANGRENHUANXIAO、KUAILE,NEIXINLIDUIWEILAICHONGMANXINXINHEXIWANG。ERZHEIYIQIE,DOUSHIYOU“YUMAI”DE。

王者需要乐观 城市SUV王者CR-V正是这种调调-图8

河南诚信配资YIQINGZHIXIADEDONGFENGBENTIANSHI“BUXING”DE,SHENCHUYIQINGXUANWOZHONGXIN,ZHENZHENGDEFUGONGFUCHANBIWUHANZHIWAICHANGJIAZHISHAOWANLEYIGEYUEZUOYOU,DANPINGJIEGONGSISHANGXIANULI,QIQUANMIANDEFUCHANFUSHIYEZAI“JIASUDU”TUIJIN。BENTIANZHONGGUOZUIXINSHUJUXIANSHI,6YUEFENDONGFENGBENTIANZHONGDUANXIAOLIANGDADAO70776LIANG,YIJINGDADAOQUNIANDE85.2%;ERJINNIAN1-6YUEFEN,DONGFENGTIANDEZHONGDUANLEIJIXIAOLIANGYEDADAOLE29.7WANLIANG,DADAOQUNIANDE81.4%。JINNIANSHIDONGFENGBENTIANCHANPINDANIAN,SUIZHEUR-V、CR-VXINCHEXIAOYINGDEFAHUI,ZAIJIASHANGHOUXUXILIEXINCHEDETUICHU,DONGFENGBENTIAN,ZHISHAOYESHIJINNIANXIAOLIANGYOUWANGDADAOSHENZHICHAOYUEQUNIANSHUIPINGDESHAOSHUJIGECHANGJIAZHIYI。

王者需要乐观 城市SUV王者CR-V正是这种调调-图9

“疫情之后,生活还是会恢复正常,我们要对自己有信心,对车市有信心,对生活有信心。人,总得乐观一点,充满希望。”。《沈浪的思薇》片尾,东风本田执行副总经理郑纯楷的台词是,“来吧,让我们拿上青春的钥匙,让CR-V伴随你的梦,驶上远方。”源自本田的“喜悦”精神,扑面而至。

以青春之名互不相负

当然,《沈浪的思薇》这部短剧,传递和渲染的,远远不止车型定位和企业信念。其背后隐藏的,还有一款城市SUV市场“拓荒”车型16年来不断以一代代进化的产品满足中国车市用户,而超过200多万中国用户也一直信赖于、钟意于这款细分市场标杆车型的故事。

王者需要乐观 城市SUV王者CR-V正是这种调调-图10

“BUFUQINGCHUNBUFUNI”。YIFANGMIAN,ZHEISHI“WUDAIBAN”CR-VDEYONGHUXUANYAN,YUSHIZHEZUIXINKUANDECR-V,HUIYIZUICHUSEDECHANPINLI,MANZUYONGHUXUQIU。ERLINGYIFANGMIAN,ZHEIYESHIXIAOFEIZHEDUICR-VZHEIYANGYIKUANCHUSECHANPINDEXINSHENGHEXUANZEBIAODA。16NIANLAI,ZHENGSHIYIDAIDAICHEZHUDUICR-VDEZHONGAIYUXINLAI,SHIQICHENGWEIZHONGGUOCHENGSHISUVSHICHANGZUICHENGGONGDECHEXING。

王者需要乐观 城市SUV王者CR-V正是这种调调-图11

河南诚信配资“BUBEISHIJIANDABAIDEREN,YOULIANGZHONGPINZHI,YIZHONGSHIXINZHONGYOUAI,YIZHONGSHIJIANCHIDAODI。“ZHEIYEXUSHIDUISHENLANGZUIZHONGBAODESIWEIGUIDEZUIHAODEJIEDU。TAOYONGZHEIJUHUA,“YIKUANZAICHESHIZHANGSHENGBUSHUAIDECHENGSHISUV,YOULIANGZHONGPINZHI,YISHIZHUOYUEDECHANPINLI,YISHIDUIYONGHUCHIZHIYIHENGDEGUANHUAI”。ZHEILIANGDIAN,QIAQIACR-VDOUZUODAOLE。SUOYI,16NIANLAI,JINGUANYOUWUSHUDEDUISHOUXIANGQUPINQIANG、XIANGQUCHAOYUE,DANMEIYICI,DOUSHIWUGONGERFAN。

王者需要乐观 城市SUV王者CR-V正是这种调调-图12

ERCR-VYUZHONGGUOYONGHU“HUBUXIANGFU”DEHANYI,ZAIZHENGCHUNKAIDELIJIEZHONGJIUSHI,“BATADANGZUOHUOBAN,QUSHENGHUO,QUCHUANGDANG,LILIANRENSHENG,SHOUHUOSHENGHUO,TONGSHIYEJIZISHENDAILAIZIXIN。”

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