{"id":14801,"date":"2018-02-14T10:32:51","date_gmt":"2018-02-14T18:32:51","guid":{"rendered":"https:\/\/www.latmultilingual.com\/?post_type=avada_portfolio&#038;p=14801"},"modified":"2020-10-11T18:17:42","modified_gmt":"2020-10-12T01:17:42","slug":"campagne-de-marketing-nouvel-an-chinois-mercedes","status":"publish","type":"avada_portfolio","link":"https:\/\/staging.latmultilingual.com\/fr\/blog\/case-studies\/campagne-de-marketing-nouvel-an-chinois-mercedes\/","title":{"rendered":"Mercedes-Benz Richmond"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: rgba(255,255,255,0);background-position: center center;background-repeat: no-repeat;padding-top:30px;padding-right:0px;padding-bottom:20px;padding-left:0px;margin-bottom: 0px;margin-top: 0px;border-width: 0px 0px 0px 0px;border-color:#eae9e9;border-style:solid;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last\" style=\"margin-top:0px;margin-bottom:0px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><div class=\"fusion-text fusion-text-1\" style=\"transform:translate3d(0,0,0);\"><p><img class=\"lazyload alignnone wp-image-17355 size-large\" src=\"https:\/\/www.latmultilingual.com\/wp-content\/uploads\/2017\/12\/MercedesMe-1024x414.jpg\" data-orig-src=\"https:\/\/www.latmultilingual.com\/wp-content\/uploads\/2017\/12\/MercedesMe-1024x414.jpg\" alt=\"\" width=\"669\" height=\"270\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27669%27%20height%3D%27270%27%20viewBox%3D%270%200%20669%20270%27%3E%3Crect%20width%3D%27669%27%20height%3D%273270%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/MercedesMe-200x81.jpg 200w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/MercedesMe-300x121.jpg 300w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/MercedesMe-400x162.jpg 400w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/MercedesMe-600x243.jpg 600w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/MercedesMe-768x310.jpg 768w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/MercedesMe-800x323.jpg 800w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/MercedesMe-1024x414.jpg 1024w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/MercedesMe-1200x485.jpg 1200w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/MercedesMe.jpg 1410w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 669px) 100vw, 669px\" \/><\/p>\n<p>Pour pr\u00e9senter les plus r\u00e9cents mod\u00e8les de voiture, la boutique Mercedes-Benz\u00a0<em>me<\/em>, situ\u00e9 au Aberdeen Centre, \u00e0 Richmond, permet aux consommateurs d\u2019effectuer un essai routier et de personnaliser leur voiture de r\u00eave Mercedes-Benz \u00e0 l\u2019aide d\u2019un \u00e9cran interactif.<\/p>\n<p>&nbsp;<\/p>\n<p><strong><\/p>\n<\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 hundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: rgba(255,255,255,0);background-position: center center;background-repeat: no-repeat;padding-top:30px;padding-right:0px;padding-bottom:20px;padding-left:0px;margin-bottom: 0px;margin-top: 0px;border-width: 0px 0px 0px 0px;border-color:#eae9e9;border-style:solid;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last fusion-column-no-min-height\" style=\"margin-top:0px;margin-bottom:0px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><style type=\"text\/css\"><\/style><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"margin-top:0px;margin-bottom:15px;\"><h2 class=\"title-heading-left\" style=\"margin:0;\">LE D\u00c9FI<\/h2><\/div><div class=\"fusion-text fusion-text-2\" style=\"transform:translate3d(0,0,0);\"><p><\/strong><\/p>\n<p>Pour c\u00e9l\u00e9brer le Nouvel an chinois en\u00a02017, Mercedes-Benz d\u00e9sirait mettre en place un \u00e9v\u00e9nement qui les aiderait \u00e0 accro\u00eetre leur visibilit\u00e9 sur WeChat, la plateforme la plus populaire en Chine, et \u00e0 augmenter leur nombre d\u2019abonn\u00e9s \u00e0 leur compte.<\/p>\n<p><strong><\/p>\n<\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last fusion-column-no-min-height\" style=\"margin-top:0px;margin-bottom:0px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><style type=\"text\/css\"><\/style><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"margin-top:0px;margin-bottom:15px;\"><h2 class=\"title-heading-left\" style=\"margin:0;\">LA CONTRIBUTION DE LAT<\/h2><\/div><div class=\"fusion-text fusion-text-3\" style=\"transform:translate3d(0,0,0);\"><p><\/strong><\/p>\n<p>Nous avons mis sur pied une campagne qui avait lieu en m\u00eame temps que les c\u00e9l\u00e9brations du Nouvel an chinois au centre commercial o\u00f9 se trouvait la boutique, soit le 27\u00a0janvier\u00a02017. Mercedes-Benz a pu tirer profit de cet \u00e9v\u00e9nement pour promouvoir ses nouveaux produits \u00e0 la foule pr\u00e9sente. Nous avons eu l\u2019id\u00e9e de proposer un concours virtuel \u00ab\u00a0roue de fortune\u00a0\u00bb, o\u00f9 les utilisateurs devaient num\u00e9riser le code QR d\u2019une affiche \u00e0 la boutique Mercedes-Benz\u00a0<em>me <\/em>pour participer. Les prix comprenaient des mod\u00e8les r\u00e9duits des voitures Mercedes-Benz ainsi que des accessoires tels que des porte-cl\u00e9s, des lunettes de soleil, des t-shirts, des ballons de soccer et des ensembles de golf.<\/p>\n<p>Pour resserrer les liens avec la client\u00e8le chinoise, nous avons \u00e9galement con\u00e7u des enveloppes rouges en gage de cadeau pour les clients en magasin, ce qui ajoutait une touche festive \u00e0 l\u2019\u00e9v\u00e9nement. Au lieu d\u2019y ins\u00e9rer de l\u2019argent comme le veut la tradition chinoise, nous y avons plac\u00e9 des cartes de souhait contenant un brillant acrostiche \u00e0 travers le texte. En Chinois, \u5954\u99b3 signifie \u00ab\u00a0Benz\u00a0\u00bb, et nous avons utilis\u00e9 ces caract\u00e8res dans la composition du message\u00a0:<\/p>\n<p>&nbsp;<\/p>\n<p><img class=\"lazyload wp-image-14582 size-medium aligncenter\" src=\"https:\/\/www.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-chinese-acrostic-300x226.png\" data-orig-src=\"https:\/\/www.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-chinese-acrostic-300x226.png\" alt=\"chinese new year marketing\" width=\"300\" height=\"226\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27300%27%20height%3D%27226%27%20viewBox%3D%270%200%20300%20226%27%3E%3Crect%20width%3D%27300%27%20height%3D%273226%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-chinese-acrostic-200x151.png 200w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-chinese-acrostic-300x226.png 300w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-chinese-acrostic-400x302.png 400w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-chinese-acrostic-600x453.png 600w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-chinese-acrostic.png 689w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Les participants ne recevaient une enveloppe rouge que s\u2019ils suivaient Mercedes-Benz sur WeChat. Les enveloppes se sont av\u00e9r\u00e9es tellement populaires que nous les avons finalement distribu\u00e9es al\u00e9atoirement aux gens qui ne cessaient d\u2019entrer dans le magasin \u00e0 la recherche de ce petit cadeau.<\/p>\n<\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last fusion-column-no-min-height\" style=\"margin-top:0px;margin-bottom:0px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><div class=\"fusion-text fusion-text-4\" style=\"transform:translate3d(0,0,0);\">\n\t\t<style type=\"text\/css\">\n\t\t\t#gallery-1 {\n\t\t\t\tmargin: auto;\n\t\t\t}\n\t\t\t#gallery-1 .gallery-item {\n\t\t\t\tfloat: left;\n\t\t\t\tmargin-top: 10px;\n\t\t\t\ttext-align: center;\n\t\t\t\twidth: 50%;\n\t\t\t}\n\t\t\t#gallery-1 img {\n\t\t\t\tborder: 2px solid #cfcfcf;\n\t\t\t}\n\t\t\t#gallery-1 .gallery-caption {\n\t\t\t\tmargin-left: 0;\n\t\t\t}\n\t\t\t\/* see gallery_shortcode() in wp-includes\/media.php *\/\n\t\t<\/style>\n\t\t<div id='gallery-1' class='gallery galleryid-14801 gallery-columns-2 gallery-size-thumbnail'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a data-rel=\"iLightbox[postimages]\" data-title=\"mercedes benz red packet\" data-caption=\"\" href='https:\/\/staging.latmultilingual.com\/fr\/mercedes-benz-red-packet\/'><img width=\"200\" height=\"200\" src=\"https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-benz-red-packet-e1597692058277-200x200.jpg\" class=\"attachment-thumbnail size-thumbnail lazyload\" alt=\"\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27720%27%20height%3D%27608%27%20viewBox%3D%270%200%20720%20608%27%3E%3Crect%20width%3D%27720%27%20height%3D%273608%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-benz-red-packet-e1597692058277-200x200.jpg\" data-srcset=\"https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-benz-red-packet-e1597692058277-66x66.jpg 66w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-benz-red-packet-e1597692058277-200x200.jpg 200w\" data-sizes=\"auto\" \/><\/a>\n\t\t\t<\/dt><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a data-rel=\"iLightbox[postimages]\" data-title=\"mercedes richmond news photo red packets\" data-caption=\"Source : Richmond News\" href='https:\/\/staging.latmultilingual.com\/fr\/mercedes-richmond-news-photo-red-packets\/'><img width=\"200\" height=\"200\" src=\"https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-richmond-news-photo-red-packets-200x200.jpg\" class=\"attachment-thumbnail size-thumbnail lazyload\" alt=\"\" aria-describedby=\"gallery-1-14584\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27731%27%20height%3D%27583%27%20viewBox%3D%270%200%20731%20583%27%3E%3Crect%20width%3D%27731%27%20height%3D%273583%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-richmond-news-photo-red-packets-200x200.jpg\" data-srcset=\"https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-richmond-news-photo-red-packets-66x66.jpg 66w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-richmond-news-photo-red-packets-200x200.jpg 200w\" data-sizes=\"auto\" \/><\/a>\n\t\t\t<\/dt>\n\t\t\t\t<dd class='wp-caption-text gallery-caption' id='gallery-1-14584'>\n\t\t\t\tSource : Richmond News\n\t\t\t\t<\/dd><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<p>\u00c0 l\u2019occasion de cet \u00e9v\u00e9nement sp\u00e9cial, nous avons \u00e9galement adapt\u00e9 et traduit les affiches anglaises de Mercedes pour la communaut\u00e9 chinoise locale.<\/p>\n<p>Bref, l\u2019endroit et la journ\u00e9e \u00e9taient parfaits; le centre commercial \u00e9tait bond\u00e9, notamment \u00e0 cause de plusieurs activit\u00e9s organis\u00e9es comme la danse du lion, une foire florale chinoise et un spectacle de danse pr\u00e9sent\u00e9 par la Vancouver Academy of Dance. La boutique \u00e9tait tellement occup\u00e9e que la campagne a d\u00fb se terminer plus t\u00f4t! En seulement quelques heures de travail, Mercedes a obtenu 80\u00a0abonn\u00e9s suppl\u00e9mentaires sur WeChat, sans compter de nombreux clients heureux, repartis avec une enveloppe rouge chanceuse.<\/p>\n<p>&nbsp;<\/p>\n<div id=\"attachment_14585\" style=\"width: 814px\" class=\"wp-caption alignnone\"><img aria-describedby=\"caption-attachment-14585\" class=\"lazyload size-full wp-image-14585\" src=\"https:\/\/www.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-richmond-news-photo-mercedes.jpg\" data-orig-src=\"https:\/\/www.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-richmond-news-photo-mercedes.jpg\" alt=\"\" width=\"804\" height=\"496\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27804%27%20height%3D%27496%27%20viewBox%3D%270%200%20804%20496%27%3E%3Crect%20width%3D%27804%27%20height%3D%273496%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-richmond-news-photo-mercedes-200x123.jpg 200w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-richmond-news-photo-mercedes-300x185.jpg 300w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-richmond-news-photo-mercedes-400x247.jpg 400w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-richmond-news-photo-mercedes-600x370.jpg 600w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-richmond-news-photo-mercedes-768x474.jpg 768w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-richmond-news-photo-mercedes-800x494.jpg 800w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2017\/12\/mercedes-richmond-news-photo-mercedes.jpg 804w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 804px) 100vw, 804px\" \/><p id=\"caption-attachment-14585\" class=\"wp-caption-text\">Le Aberdeen Centre, \u00e0 Richmond, durant les festivit\u00e9s du Nouvel an chinois.<\/p><\/div>\n<\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><style type=\"text\/css\">.fusion-fullwidth.fusion-builder-row-2 { overflow:visible; }<\/style><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Pour c\u00e9l\u00e9brer le Nouvel an chinois en 2017, Mercedes-Benz d\u00e9sirait mettre en place un \u00e9v\u00e9nement qui les aiderait \u00e0 accro\u00eetre leur visibilit\u00e9 sur WeChat, la plateforme la plus populaire en Chine, et \u00e0 augmenter leur nombre d\u2019abonn\u00e9s \u00e0 leur compte.<\/p>\n","protected":false},"author":29,"featured_media":17355,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":[],"portfolio_category":[698],"portfolio_skills":[],"portfolio_tags":[707,709],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - 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