SIEMENS EVO16 LAUNCH
COMMUNICATION PLAN
        2016.10
BRIEF RECAP
Brand/product:
Siemens EVO16 side-by-side hyperFresh plus refrigerator (priced at 15,000-18,000 RMB)
Task:
New product launch digital campaign (no other ATL communications)
Target audiences:
Siemens leading edge consumers. High income, living in tier 1 and 2 cities, aged 35 above.
No further consumer profile and research can be provided.
Campaign period:
2016 Dec – 2017 Jan
Communications theme:
Freshness, supported by th ...