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浪琴表發表 LongoMare,有請 Aishwarya Rai 和 Roberto Bolle 加持優雅風格
kevin 寫著 "(胡言亂語、不負責任的 Kevin 在台北報導)

不知道從什麼時候開始,我們的報章雜誌和電視傳媒充斥著所謂的名人代言。於是乎,高凌風可以代言號稱有壯陽作用的咖啡,唐立淇可以代言宣稱有瘦身作用的藍藻。而所謂演藝圈與時尚界,更大量運用名人代言,以期掀起一波一波的話題,佔據媒體版面,輕鬆達成所謂的宣傳實績。新的消費品牌選擇名人加持聚焦,固然較快可以收到讓消費者早日耳熟能詳的效果,但台灣媒體嗜好一窩風、追求短線的習慣卻也讓曝光效果極其短暫,真正能對品牌行銷產生的助益恐怕有限。更有甚者,如果代言人選擇不當,恐怕反而有損建立不易的公司形象。

不過這樣的現象並非台灣獨有,總公司的策略也是推波助瀾的另一原因。斯沃琪瑞錶公司 (是的,SWATCH 瑞韻達改名了)旗下的入門及中階品牌就慣常採用這樣的行銷策略,歐米茄、雷達和浪琴表尤其明顯,以國際級代言人或所謂品牌大使為主角的大量廣告被視為鞏固品牌地位的不二法門。勢之所趨,不知何時起,台灣的錶界只要有新錶上市,就幾乎無可免俗地、必須公式化地請來所謂代言人參與發表會。看一看以下的名字:張曼玉、蕭薔、劉嘉玲、舒淇、林志玲、任賢齊、鄭伊健、蘇有朋•••等等都是最近曾為手錶代言的部分明星名單。請來這麼多明星代言,連關心腕錶如 Kevin 者尚且記不清哪個人到底代言的到底是哪支手錶,更別提其他一般消費大眾了。More....



點擊此縮圖可觀看放大原圖

Aishwarya Rai


日前接到浪琴表 Logines 為了發表其新款 LungoMare 系列腕錶及其新任全球代言人,所發布出來的消息。據指出,一向以「優雅」為品牌傳播主軸的浪琴錶,除了選擇奧黛莉赫本為其品牌的永久代言人,希望為其品牌個性樹立鮮明旗幟之外,更在不同系列、不同市場區域甚至不同性別表款,採用不同的代言人為其定調,頗有追隨同一公司旗下歐米茄錶宣傳策略的態勢。

浪琴所發布的這款 LungoMare 手錶系列,先前剛剛在巴賽隆納發表,法文字意為「沿著河岸走」的意思。LungoMare 以 1920 年之浪琴表古董錶款為靈感來源,融合裝飾藝術與運動風格的『方中帶圓』的經典設計,搭配不鏽鋼拋光錶殼及鍊帶,防磨損藍寶石水晶鏡面。簡約俐落的設計風格,加上詩意盎然的命名,的確呈現出優雅內斂的藝術質感。為此,浪琴表特別為這款別具藝術氣質的表款,找了兩位在現代藝術方面舉足輕重的知名人士,來為 Longines LungoMare 的男表與女表擔任全球代言。不幸的是,這兩位在國際上或有極高的聲譽,在台灣卻名不見經傳。我們不妨先來看看浪琴表自己對這兩位新代言人的描述:『






驚豔全球:艾維雅瑞兒 Aishwarya Rai

「全球最美麗人士」金牌得主紀錄保持人,以及「最美麗的世界小姐」紀錄保持人—堪稱「全球最美麗人士」、擁有「美得令人無法直視」等「美」譽的印度女星艾維雅瑞兒 Aishwarya Rai,自 1999 年開始擔任 Longines 代言人,至今已五年。艾維雅瑞兒的發跡歷程與劉嘉玲與鞏俐相似,由選美活動嶄露頭角的她,1994 年代表印度奪下當年世界小姐后冠,開始巡迴全球擔任親善大使,推廣慈善活動。1996 年艾維雅瑞兒躍上大銀幕成為電影演員,初試啼聲即拿下最佳新人演員獎。

此後艾維雅瑞兒的演技日益精進,2002 年主演的「寶萊塢生死戀 (Devdas) 」成為印度電影史上最耀眼的影片,也是第一部在 2003 年坎城影展中放映的印度電影,票房打破印度和美國的紀錄。集美麗與才藝於一身的艾維雅瑞兒,也讓包括台灣觀眾在內的全球影迷為之驚豔。其後更應邀擔任 2003 年坎城影展評審委員,成為首位參加評審的印度人。

除了美麗深邃的印度佳人,2004 年起浪琴表更邀請了芭蕾舞界的義大利美形男羅伯特•波雷 Roberto Bolle,與艾維雅瑞兒一起擔任 Longines LungoMare 的全球代言人,詮釋優雅的品牌意涵,更為浪琴表創下單一系列雙代言人的先例。


點擊此縮圖可觀看放大原圖

Roberto Bolle


首席風采:羅伯特•波雷 Roberto Bolle

羅伯特•波雷被義大利媒體盛譽為「米蘭的榮耀」及「斯卡拉 La Scala 最令人激賞的新星」。高貴的氣質與搶眼的外形,讓他成為多齣古典芭雷舞劇中詮釋王子角色的不二人選,更在多場重要演出中擔任首席舞者。羅伯特•波雷在二十一歲時躍上國際舞台,應加拿大國家芭蕾舞團之邀,在開幕表演《睡美人》中擔綱,之後英國國家芭蕾舞團藝術總監 Derek Deane 也為他量身訂做新版《天鵝湖》 Sigfrid 一角,在倫敦皇家歌劇院演出。自此,羅伯特•波雷 Roberto Bolle 便成為全球各主要舞團爭相邀請的重要舞者,並透過多次重要的演出與全球轉播,使羅伯特•波雷成為芭蕾舞界最閃耀的一顆星。

承襲義大利芭蕾舞蹈風格,羅伯特•波雷運用身體曲線的動人比例,兼具美感與藝術,創造了完美的律動。他在舞台上的表演代表了精準和情感,也充滿了優雅,張力十足。因此與艾維雅瑞兒共同加入優雅代言行列,一起代言 Longines LungoMare 系列,讓這個系列更添首席巨星風采。 』

看了這樣的描述,Kevin 丈二金剛只覺自己見識淺薄,這兩位美則美矣,但還真的不認識。 Kevin 既自居為普羅錶迷 (是普羅大眾的那個普羅,而非 Pro 的意思),對自己的見識至少有也有中等程度的信心。特別問了周遭很多人關於這兩位美麗的男女代言人認不認識的問題,結果答案果然清一色是不認識。據浪琴表台灣區副總經理張正勳表示: 「目前浪琴正積極地與兩位代言人聯絡訪台事宜,兩位代言人也對台灣之行充滿期待。將配合代言人的演出活動行程安排明年的訪台行程。」Kevin 倒是希望浪琴這樣的計畫只是場面話,說說就好,別真的去執行。畢竟這兩位所謂國際級代言人可能在自己的專業領域有所成就,但在台灣的知名度幾乎是零,要達成其他已經具知名度和支持度明星一樣的宣傳效果,恐怕就算花了大錢也成效不彰。匯豐銀行HSBC 不是就一直宣傳自己是「環球金融,地方智慧」嗎?Kevin 向來不喜歡所謂代言人的策略,但如果真的沒代言人就無法宣傳自己的手錶的話,至少因地制宜,找個有當地知名度的人嘛,各位朋友您覺得呢?

進一步資訊請洽詢:

浪琴表
電話:(02) 2734-3154

"
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