SUMMARY
一点资讯作为算法类新闻客户端的后起之秀，市场竞争环境十分激烈，如何提高一点资讯的知名度？“让你想要的，一点就够”的品牌诉求深入人心呢？我们决定做一次“出格”的广告。我们利用大众好奇心理，创造性的使用打码的方式，用一点资讯的LOGO遮挡广告标题的关键信息，最大化的露出品牌 。激发受众扫码，探究完整资讯。摆脱单向告知的形式，最大程度与大众产生互动。此次营销Campaign让一点资讯的品牌喜爱度和推荐度提升显著。
As a news client rising star which based on an algorithm, Yidianzixun exists in a fiercely competitive situation. How to raise Mosaic’ s awareness? “Let Yidianzixun get what you need" slogan was known by public. It was time to launch an "unexpected " campaign. Yidianzixun was used creatively based on virtue of public' s curiosity. In order to show brand' s logo, Mosaic' s logo was used to block Ad titles key message. Through this way to guide TA Scanning a QR Code, got full information. The campaign abandoned the way which unilateral message. and fully interactive with public. That made Yidianzixun improve its brand awareness and a lot of normal users was turned into avid users.
