說到環保相關議題的廣告,許多廠商可以想到的最佳代言人不是北極熊就是企鵝,
全球知名的瑞典家具業大廠—Ikea,卻用了一群很特別的傢伙來當廣告主角,
他們就是Ikea自己賣的LED省電燈泡!
這是英國IKEA為節能燈泡拍攝的宣傳廣告,
各式各樣LED燈(檯燈、立燈、吊燈……),讓森林看起來像美麗魅惑的魔法仙境。
北歐式的簡約風格、中等的親民價格、享受DIY的樂趣,這些都是IKEA的品牌特點,
由於IKEA不走高級或精品設計路線,加上在國內也有一定的知名度,公司過去的廣告多是配合促銷宣傳,
不過近年來,IKEA挾著知名度和價格認知的優勢,行銷策略也從促銷轉向品牌形象經營,
不再只著重強調價格優勢,而是利用形象廣告與消費者進行感性的溝通,
廣告中Ikea說:「到2016年,我們將僅銷售節能的LED燈。」
倡導人們將普通燈泡替換為節能的LED燈,
其實做環保並沒有想像中的難,有時候這樣一個小小的改變就能有大大的不同,
同樣的概念也被MOFILM—擁有超過5萬名優秀導演的全球知名影視公司拿來應用,
他們拍攝了一部名為「Little Things」的環保廣告,
不同於教訓意味濃厚的說教式手法,利用這些日常生活中的情節,
讓我們了解到自己這種浪費的生活方式,將給地球帶來多大的負擔及生態浩劫!
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