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1、NewOpelAntaraLaunchProposalPreparedbyShunyaAdvertisingOpelMotherBrandWhoaretheOpelOwnersTheywantanoriginalGermanbrandthathasgreatqualityandwithdeeprootedTheydon’twantacarthatcanbeseenontheroadallthetime.Theywanttobesecluded,butalsolowkey.Greatdemandfortheirlif
2、estyle,butdon’twanttogowiththecrowdTheybelievecarreflectsthepersonwhodrivethem.SoitmusthavecharacterandpersonalityTheylookfornothingless,don’tsacrificequalityforvalue.Theyare:ExistingOpelownerswhoarelookingtopurchaseanothercarinnext12monthsDomesticGermanbrando
3、wnerswhoarelookingtoupgradetoatrueauthenticGermanproductFirsttimecarbuyerswhoarelookingforhighqualityproductswithgoodGermanengineersTheyarein25-40yearsold,highlyeducated,lookingforqualitymorethanquantity,andareworldlyOpelBrandHouseEmotional+RationalFreshThinki
4、ng,BetterCarDesignGermanEngineerSafetyQuality百年歐寶，堅(jiān)持德國(guó)決不妥協(xié)的造車(chē)?yán)砟詈凸に?，融匯日耳曼極致科技與實(shí)用美學(xué)的造車(chē)智慧，致力讓更多人享用，本著“善用能源打造”概念，配置先進(jìn)科技和理念的好車(chē)――歐洲之寶Monocabdesign/safetyfeatures/importedquality/dynamicdesign/affordablehi-techDrivingPleasureExpandingtheProductLinesOPELAstraZafiraAnt
5、araAstra5DAstraGTCAstraGTCPanoAstraTwinTopAstraA＋AstraTwinTopGTCPanoramaZafira3-piecehardtopWidescreensunroofFlex-7NewProductVisionWiththenewmodelintroductions,thatemphasizeonflexiblespaceutilizationandhighefficientoutputtopresenttomarketaboutourvalueof“engine
6、eredtoenergize”ThenewmodelswillalsobecomethenewOpelfacestoreachouttomoreOpeltargetaudiences.AntaraPositioning85yearsofcontinuoussegmentgrowth(數(shù)據(jù)資料來(lái)源：SGM歷年銷(xiāo)售數(shù)據(jù))UnitsNissanqashqai–逍客“都市游牧人”——在城市中生活追求自我、打破常規(guī)。HondaCR-V睿力和一鋒芒勁現(xiàn)(強(qiáng)調(diào)時(shí)尚與科技)Toyota–RAV4城市四驅(qū)車(chē)RAV4以時(shí)尚的外型和出眾
7、的性能，靈敏地穿梭于現(xiàn)代都市中。無(wú)論任何地點(diǎn)，都完美映襯駕駛者獨(dú)特的品味與個(gè)性。Chevrolet–Captivabodycopy——城市是一個(gè)舞臺(tái)；城市是一扇窗；城市是一座樂(lè)園；城市是一個(gè)運(yùn)動(dòng)場(chǎng)；城市是一座競(jìng)技場(chǎng)；廣告片slogan——征服，不簡(jiǎn)單！擁有，不簡(jiǎn)單！分享，不簡(jiǎn)單！自由，其實(shí)很簡(jiǎn)單！ConsumersarelookingforsomethingwhenbuyingaSUVDrivingpleasureAestheticlookIndividualFreedomGoinganywhereSithigha
8、ndlookdownLeisureSUVFormalVSCasualSpacious,comfort,andfreedom(數(shù)據(jù)資料來(lái)源：SGMCadillacSUVstudy)Antaraconsumersare:Theyareinmiddle-upperclass,lookingforselfstyleandhighquality.Emotionalne
