专业组

Young Lions Print Competition

1. About Youku Brand

Youku is a pillar of Alibaba’s Digital Media & Entertainment Group, that combines the strengths of Youku, Tudou, Alibaba Home Entertainment and Laifeng, China’s largest digital entertainment platform. With the announcement of its formation on October 31, 2016, Alibaba Digital Media & Entertainment Group became the most expansive digital entertainment platform in China.

Today, Youku and Tudou reach 580 million devices on a monthly active basis, logging more than 1.1 billion video views each day. Laifeng is the live webcast entertainment platform that leads the industry with live interactive variety shows. Alibaba Home Entertainment focuses on large screen and entertainment for the living room with a reach of almost 30 million Chinese homes via its devices.

Youku BD’s services are available on PC, TV, and mobile devices with its content spanning copyrighted, co-produced, in-house produced, User Generated Content, Professional Generated Content, live webcast, and Virtual Reality. Its business lines include subscription services, games, smart hardware and artists brokering, connecting content creation, marketing & promotion, merchandising and fans economy to form a complete value chain of media and entertainment.

On December 21, 2016, Youku launched a new brand identity system. The new logo color is brighter, and the design more concise, more dynamic and radiates young energy. The icon for Youku App is also new, with dynamic rotation of the play button in red and blue. The meaning of the icon is that the world’s so many] marvels come from the connection and interaction between the two graphic elements. Each touch will bring infinite possibilities. And Youku’s new brand proposition is “The world is cool!”, embodied by a young and curious voice in Youku’s signature tune. In Chinese language, the slogan contains strong brand-connected significance because the character Ku in Youku also means ‘cool’. This new brand identity reflects Youku’s commitment to build a trendy one-stop view-and-play platform for a youthful, carefree media & entertainment experience.

2. Brand Philosophy

Position: Open and diversified

Slogan: The world is cool!

Mission: Make the entertainment for young people more positive

Wish: Be the first choice of media & entertainment for young people

Promise: A cool media & entertainment experience

Personality: Positive, energetic, fun, new players

Points of importance: Quality content, experience with a personal touch, smart recommendations, interconnected media & entertainment

3. Target Audience of Youku Brand

Young people aged 18-24, and those who are young at heart

4. Brand Challenge

Youku has completed the refresh of its brand identity system. To better present the new image, Youku introduced its new brand proposition: “The world is cool!”, which brings us closer to consumers young at heart, to convey the youthful and vigorous energy of the Youku brand. To this end, Youku launched a series of bold and innovative promotional activities, highlighting the new image and concept of cool of the Youku brand.

5. The Task

After the brand refresh, Youku created a series of Doodles design. The Doodles were either tied with hot trends, with festivals, or with classic cultural elements. Contestants are required to design a cool-looking Youku Doodle poster (or a series of posters). They are invited to link them to festivals and/or hot topics, and leverage content such as current variety shows, animes, novelties and other new, creative elements.

Contestants are required to provide creative copy notes and an introduction to their poster designs. The introduction should center around the creative philosophy and creative concept of the design.

6. Task Requirement

The doodle design shall match Youku’s brand slogan “The world is cool!”, to highlight Youku’s brand image. This requirement focuses on the fun and uniqueness of the design, demonstration of creative ideas and the visual impact of the design.

7. Design Elements

The examples below are for reference only and are by no means an indication of the intended styling or expected content. The Youku logo will be provided separately.

中文版
							

一、优酷品牌背景介绍

大优酷事业群是阿里巴巴文化娱乐集团两大核心用户平台引擎之一,由优酷、土豆、阿里家庭娱乐和来疯组成,于2016年10月31日宣布组建,是中国最大的数字娱乐平台。

目前,优酷、土豆两大视频平台覆盖5.8亿多屏终端、日播放量11.8亿。来疯是全民综娱直播平台,以互动综艺直播为特色领先于行业。阿里家庭娱乐是聚焦于大屏端和客厅场景的业务平台,旗下终端累计覆盖近3000万户中国家庭。

大优酷事业群现支持PC、电视、移动三大终端,兼具版权、合制、自制、自频道、直播、VR等多种内容形态。业务覆盖会员、游戏、支付、智能硬件和艺人经纪,从内容生产、宣发、营销、衍生商业到粉丝经济,贯通文化娱乐全链路。

2016年12月21日,优酷宣布启动全新品牌标识系统。新LOGO色彩更明亮、设计更简洁、更动感,焕发十足年轻气息,优酷APP的图标也焕新为一个由红蓝两点动感旋转的播放按钮。新标识寓意万千精彩都始于最初两点间的连接和互动,每次触碰都会引发无限可能。同时,优酷的品牌主张也更新为“这世界很酷”,用一个充满好奇感的年轻声音,发出对这个精彩世界的赞叹。以“这世界很酷”为品牌主张,优酷致力于打造从看到玩的一站式文娱酷体验,让年轻人的娱乐更阳光。

二、优酷品牌理念

定位:开放多元的

Slogan:这世界很酷

使命:让年轻人的娱乐更阳光

愿景:年轻人最爱的文娱第一站

承诺:文娱酷体验

个性:阳光、活力、有趣、新玩家

利益点:精品内容、人性体验、智慧推荐、文娱互联

三、优酷品牌受众群体

18-24岁人群,以及大众泛年轻心态群体

四、面对的品牌挑战

优酷现在已经完成全新的品牌系统的更换。为了更好地展现品牌新形象,优酷提出了全新的品牌主张——“这世界很酷”,更能贴近具有年轻心态的群体,从而表现优酷品牌的年轻活力。为此,优酷开展了一系列大胆创新的推广活动,突出全新优酷、全新形象的酷概念。

五、任务是什么

品牌焕新之后优酷进行了一系列的Doodles设计(涂鸦海报设计)。其或与热点结合,或与节日结合,或与经典结合。请选手为优酷设计一张具有酷态度的Doodles海报(也可制作系列海报)。请结合节日、热点的传播点,同时包括综艺、动漫、新奇事物等内容进行搭配创作。

选手同时需要就自己的海报设计配合创意文案注解和介绍。介绍需围绕创意理念、创意概念进行展开。

六、任务的要求是什么

希望选手设计的doodles符合优酷新的品牌slogan“这世界很酷”,突出优酷的品牌形象。要求突出奇趣的特点,展现足够的脑洞,画面感强。

七、设计素材

以下设计仅供参考,不做内容限定。所需使用的logo单独提供。


素材下载:物料品牌LOGO


2017 戛纳幼狮终审考题--专业组(平面)考题下载:英文版中文版

Young Lions Film Competition

1. About Youku Brand

Youku is a pillar of Alibaba’s Digital Media & Entertainment Group, that combines the strengths of Youku, Tudou, Alibaba Home Entertainment and Laifeng, China’s largest digital entertainment platform. With the announcement of its formation on October 31, 2016, Alibaba Digital Media & Entertainment Group became the most expansive digital entertainment platform in China.

Today, Youku and Tudou reach 580 million devices on a monthly active basis, logging more than 1.1 billion video views each day. Laifeng is the live webcast entertainment platform that leads the industry with live interactive variety shows. Alibaba Home Entertainment focuses on large screen and entertainment for the living room with a reach of almost 30 million Chinese homes via its devices.

Youku BD’s services are available on PC, TV, and mobile devices with its content spanning copyrighted, co-produced, in-house produced, User Generated Content, Professional Generated Content, live webcast, and Virtual Reality. Its business lines include subscription services, games, smart hardware and artists brokering, connecting content creation, marketing & promotion, merchandising and fans economy to form a complete value chain of media and entertainment.

On December 21, 2016, Youku launched a new brand identity system. The new logo color is brighter, and the design more concise, more dynamic and radiates young energy. The icon for Youku App is also new, with dynamic rotation of the play button in red and blue. The meaning of the icon is that the world’s so many] marvels come from the connection and interaction between the two graphic elements. Each touch will bring infinite possibilities. And Youku’s new brand proposition is “The world is cool!”, embodied by a young and curious voice in Youku’s signature tune. In Chinese language, the slogan contains strong brand-connected significance because the character Ku in Youku also means ‘cool’. This new brand identity reflects Youku’s commitment to build a trendy one-stop view-and-play platform for a youthful, carefree media & entertainment experience.

2. Brand Philosophy

Position: Open and diversified

Slogan: The world is cool!

Mission: Make the entertainment for young people more positive

Wish: Be the first choice of media & entertainment for young people

Promise: A cool media & entertainment experience

Personality: Positive, energetic, fun, new players

Points of importance: Quality content, experience with a personal touch, smart recommendations, interconnected media & entertainment

3. Target Audience of Youku Brand

Young people aged 18-24, and those who are young at heart

4. Brand Challenge

Youku has completed the refresh of its brand identity system. To better present the new image, Youku introduced its new brand proposition: “The world is cool!”, which brings us closer to consumers young at heart, to convey the youthful and vigorous energy of the Youku brand. To this end, Youku launched a series of bold and innovative promotional activities, highlighting the new image and concept of cool of the Youku brand.

5. The Task

This diverse world is beautiful because of the richness and varieties worldwide. Please create a brand ads script, one or a series, that has insight on young people.

6. Task Requirement

Reflecting deep insight on the target audience, the brand ads script shall clearly demonstrate Youku’s characteristics. The work shall be able to increase Youku’s influence among the target audience and uplift Youku’s brand image.

7. Miscellaneous

There is no limit on budget and resources, and the presentation format can be used as necessary. The timeframe of promotion is defined by the contestant according to the brand ads script needs.

中文版
							

一、优酷品牌背景介绍

大优酷事业群是阿里巴巴文化娱乐集团两大核心用户平台引擎之一,由优酷、土豆、阿里家庭娱乐和来疯组成,于2016年10月31日宣布组建,是中国最大的数字娱乐平台。

目前,优酷、土豆两大视频平台覆盖5.8亿多屏终端、日播放量11.8亿。来疯是全民综娱直播平台,以互动综艺直播为特色领先于行业。阿里家庭娱乐是聚焦于大屏端和客厅场景的业务平台,旗下终端累计覆盖近3000万户中国家庭。

大优酷事业群现支持PC、电视、移动三大终端,兼具版权、合制、自制、自频道、直播、VR等多种内容形态。业务覆盖会员、游戏、支付、智能硬件和艺人经纪,从内容生产、宣发、营销、衍生商业到粉丝经济,贯通文化娱乐全链路。

2016年12月21日,优酷宣布启动全新品牌标识系统。新LOGO色彩更明亮、设计更简洁、更动感,焕发十足年轻气息,优酷APP的图标也焕新为一个由红蓝两点动感旋转的播放按钮。新标识寓意万千精彩都始于最初两点间的连接和互动,每次触碰都会引发无限可能。同时,优酷的品牌主张也更新为“这世界很酷”,用一个充满好奇感的年轻声音,发出对这个精彩世界的赞叹。以“这世界很酷”为品牌主张,优酷致力于打造从看到玩的一站式文娱酷体验,让年轻人的娱乐更阳光。

二、优酷品牌理念

定位:开放多元的

Slogan:这世界很酷

使命:让年轻人的娱乐更阳光

愿景:年轻人最爱的文娱第一站

承诺:文娱酷体验

个性:阳光、活力、有趣、新玩家

利益点:精品内容、人性体验、智慧推荐、文娱互联

三、优酷品牌受众群体

18-24岁人群,以及大众泛年轻心态群体

四、面对的品牌挑战

优酷现在已经完成全新的品牌系统的更换。为了更好地展现品牌新形象,优酷提出了全新的品牌主张——“这世界很酷”,更能贴近具有年轻心态的群体,从而表现优酷品牌的年轻活力。为此,优酷开展了一系列大胆创新的推广活动,突出全新优酷、全新形象的酷概念。

五、任务是什么

这个多元世界正是因为繁复不同而美好。请为品牌焕新之后的优酷策划一部或者一系列具有年轻人洞察的品牌广告脚本。

六、任务的要求是什么

深入目标受众群体,品牌广告脚本需要明确展现优酷的特点。要求作品能够加深优酷在目标受众中的影响力,提升优酷的品牌形象。

七、其他

预算和资源的使用并不受限,展现形式也可根据需求使用。推广时间可根据选手方案需求来自己设定。


素材下载:品牌LOGO


2017 戛纳幼狮终审考题--专业组(影视)考题下载:英文版中文版

Young Lions Design Competition

1. About Youku Brand

Youku is a pillar of Alibaba’s Digital Media & Entertainment Group, that combines the strengths of Youku, Tudou, Alibaba Home Entertainment and Laifeng, China’s largest digital entertainment platform. With the announcement of its formation on October 31, 2016, Alibaba Digital Media & Entertainment Group became the most expansive digital entertainment platform in China.

Today, Youku and Tudou reach 580 million devices on a monthly active basis, logging more than 1.1 billion video views each day. Laifeng is the live webcast entertainment platform that leads the industry with live interactive variety shows. Alibaba Home Entertainment focuses on large screen and entertainment for the living room with a reach of almost 30 million Chinese homes via its devices.

Youku BD’s services are available on PC, TV, and mobile devices with its content spanning copyrighted, co-produced, in-house produced, User Generated Content, Professional Generated Content, live webcast, and Virtual Reality. Its business lines include subscription services, games, smart hardware and artists brokering, connecting content creation, marketing & promotion, merchandising and fans economy to form a complete value chain of media and entertainment.

On December 21, 2016, Youku launched a new brand identity system. The new logo color is brighter, and the design more concise, more dynamic and radiates young energy. The icon for Youku App is also new, with dynamic rotation of the play button in red and blue. The meaning of the icon is that the world’s so many] marvels come from the connection and interaction between the two graphic elements. Each touch will bring infinite possibilities. And Youku’s new brand proposition is “The world is cool!”, embodied by a young and curious voice in Youku’s signature tune. In Chinese language, the slogan contains strong brand-connected significance because the character Ku in Youku also means ‘cool’. This new brand identity reflects Youku’s commitment to build a trendy one-stop view-and-play platform for a youthful, carefree media & entertainment experience.

2. Brand Philosophy

Position: Open and diversified

Slogan: The world is cool!

Mission: Make the entertainment for young people more positive

Wish: Be the first choice of media & entertainment for young people

Promise: A cool media & entertainment experience

Personality: Positive, energetic, fun, new players

Points of importance: Quality content, experience with a personal touch, smart recommendations, interconnected media & entertainment

3. Target Audience of Youku Brand

Young people aged 18-24, and those who are young at heart

4. Brand Challenge

Youku has completed the refresh of its brand identity system. To better present the new image, Youku introduced its new brand proposition: “The world is cool!”, which brings us closer to consumers young at heart, to convey the youthful and vigorous energy of the Youku brand. To this end, Youku launched a series of bold and innovative promotional activities, highlighting the new image and concept of cool of the Youku brand.

5. The Task

After its brand refresh, Youku explored cross-domain tactics, i.e. partner with different organizations with other forms of cooperation. Contestants are invited to use their imagination on what it would be like if Youku were to cooperate with brands that best match Youku’s cool brand style, or with other interesting brands? Please choose a brand for Youku to partner with, and design a co-branding product or product packaging with Youku.

6. Task Requirement

1) Partner brand is not limited to any type or category, and the partnership form is not restricted either. It can also be a partnership with an IP, be it physical or virtual.

2) The co-branded product or packaging needs to reflect the young, fun, and vibrant characteristics. A unique new angle or form of partnership will be a bonus for Youku.

中文版
							

一、优酷品牌背景介绍

大优酷事业群是阿里巴巴文化娱乐集团两大核心用户平台引擎之一,由优酷、土豆、阿里家庭娱乐和来疯组成,于2016年10月31日宣布组建,是中国最大的数字娱乐平台。

目前,优酷、土豆两大视频平台覆盖5.8亿多屏终端、日播放量11.8亿。来疯是全民综娱直播平台,以互动综艺直播为特色领先于行业。阿里家庭娱乐是聚焦于大屏端和客厅场景的业务平台,旗下终端累计覆盖近3000万户中国家庭。

大优酷事业群现支持PC、电视、移动三大终端,兼具版权、合制、自制、自频道、直播、VR等多种内容形态。业务覆盖会员、游戏、支付、智能硬件和艺人经纪,从内容生产、宣发、营销、衍生商业到粉丝经济,贯通文化娱乐全链路。

2016年12月21日,优酷宣布启动全新品牌标识系统。新LOGO色彩更明亮、设计更简洁、更动感,焕发十足年轻气息,优酷APP的图标也焕新为一个由红蓝两点动感旋转的播放按钮。新标识寓意万千精彩都始于最初两点间的连接和互动,每次触碰都会引发无限可能。同时,优酷的品牌主张也更新为“这世界很酷”,用一个充满好奇感的年轻声音,发出对这个精彩世界的赞叹。以“这世界很酷”为品牌主张,优酷致力于打造从看到玩的一站式文娱酷体验,让年轻人的娱乐更阳光。

二、优酷品牌理念

定位:开放多元的

Slogan:这世界很酷

使命:让年轻人的娱乐更阳光

愿景:年轻人最爱的文娱第一站

承诺:文娱酷体验

个性:阳光、活力、有趣、新玩家

利益点:精品内容、人性体验、智慧推荐、文娱互联

三、优酷品牌受众群体

18-24岁人群,以及大众泛年轻心态群体

四、面对的品牌挑战

优酷现在已经完成全新的品牌系统的更换。为了更好地展现品牌新形象,优酷提出了全新的品牌主张——“这世界很酷”,更能贴近具有年轻心态的群体,从而表现优酷品牌的年轻活力。为此,优酷开展了一系列大胆创新的推广活动,突出全新优酷、全新形象的酷概念。

五、任务是什么

品牌焕新之后的优酷,不断探索新的跨界玩法,在不同领域拓展更多形式的合作。请选手们发挥想象,如果优酷与你心目中最能体现“优酷态度”的品牌或者有意思的品牌合作,会是什么样子?请你为优酷选择一个这样的合作品牌,同时设计一款与优酷合作的产品或产品包装。

六、任务的要求是什么

1、合作品牌不设限、产品不局限种类、合作形式的展现不设限制——也可以和IP合作,虚拟实体均可。

2、合作的品牌(co-branding)及所设计的产品或包装需要体现年轻、奇趣、有活力的特点。有独特的角度和合作方式也是优酷更加看重的。


素材下载:品牌LOGO


2017 戛纳幼狮终审考题--专业组(设计)考题下载:英文版中文版

Young Lions Cyber Competition

1. About Youku Brand

Youku is a pillar of Alibaba’s Digital Media & Entertainment Group, that combines the strengths of Youku, Tudou, Alibaba Home Entertainment and Laifeng, China’s largest digital entertainment platform. With the announcement of its formation on October 31, 2016, Alibaba Digital Media & Entertainment Group became the most expansive digital entertainment platform in China.

Today, Youku and Tudou reach 580 million devices on a monthly active basis, logging more than 1.1 billion video views each day. Laifeng is the live webcast entertainment platform that leads the industry with live interactive variety shows. Alibaba Home Entertainment focuses on large screen and entertainment for the living room with a reach of almost 30 million Chinese homes via its devices.

Youku BD’s services are available on PC, TV, and mobile devices with its content spanning copyrighted, co-produced, in-house produced, User Generated Content, Professional Generated Content, live webcast, and Virtual Reality. Its business lines include subscription services, games, smart hardware and artists brokering, connecting content creation, marketing & promotion, merchandising and fans economy to form a complete value chain of media and entertainment.

On December 21, 2016, Youku launched a new brand identity system. The new logo color is brighter, and the design more concise, more dynamic and radiates young energy. The icon for Youku App is also new, with dynamic rotation of the play button in red and blue. The meaning of the icon is that the world’s so many] marvels come from the connection and interaction between the two graphic elements. Each touch will bring infinite possibilities. And Youku’s new brand proposition is “The world is cool!”, embodied by a young and curious voice in Youku’s signature tune. In Chinese language, the slogan contains strong brand-connected significance because the character Ku in Youku also means ‘cool’. This new brand identity reflects Youku’s commitment to build a trendy one-stop view-and-play platform for a youthful, carefree media & entertainment experience.

2. Brand Philosophy

Position: Open and diversified

Slogan: The world is cool!

Mission: Make the entertainment for young people more positive

Wish: Be the first choice of media & entertainment for young people

Promise: A cool media & entertainment experience

Personality: Positive, energetic, fun, new players

Points of importance: Quality content, experience with a personal touch, smart recommendations, interconnected media & entertainment

3. Target Audience of Youku Brand

Young people aged 18-24, and those who are young at heart

4. Brand Challenge

Youku has completed the refresh of its brand identity system. To better present the new image, Youku introduced its new brand proposition: “The world is cool!”, which brings us closer to consumers young at heart, to convey the youthful and vigorous energy of the Youku brand. To this end, Youku launched a series of bold and innovative promotional activities, highlighting the new image and concept of cool of the Youku brand.

5. The Task

Youku App now has strong “play-ability”. Please take Youku’s characteristics into consideration, think about the product side of a breakthrough in interactive design, and create a marketing plan that matches with the creative breakthrough in the online marketing program.

6. Task Requirement

Tie in the marketing plan with Youku app’s product features and functionalities, to design the interaction between the product and users. It is required that the creative marketing plan makes Youku app more appealing.

7. Others

Attached is the creative interactive design on Youku’s front page when blockbuster show Eternal Love 《三生三世十里桃花》was on, with a random showing of multiple results on the result page.

This is only one type of reference, which is not required to be used.

Peach Flower桃花开机屏

中文版
							

一、优酷品牌背景介绍

大优酷事业群是阿里巴巴文化娱乐集团两大核心用户平台引擎之一,由优酷、土豆、阿里家庭娱乐和来疯组成,于2016年10月31日宣布组建,是中国最大的数字娱乐平台。

目前,优酷、土豆两大视频平台覆盖5.8亿多屏终端、日播放量11.8亿。来疯是全民综娱直播平台,以互动综艺直播为特色领先于行业。阿里家庭娱乐是聚焦于大屏端和客厅场景的业务平台,旗下终端累计覆盖近3000万户中国家庭。

大优酷事业群现支持PC、电视、移动三大终端,兼具版权、合制、自制、自频道、直播、VR等多种内容形态。业务覆盖会员、游戏、支付、智能硬件和艺人经纪,从内容生产、宣发、营销、衍生商业到粉丝经济,贯通文化娱乐全链路。

2016年12月21日,优酷宣布启动全新品牌标识系统。新LOGO色彩更明亮、设计更简洁、更动感,焕发十足年轻气息,优酷APP的图标也焕新为一个由红蓝两点动感旋转的播放按钮。新标识寓意万千精彩都始于最初两点间的连接和互动,每次触碰都会引发无限可能。同时,优酷的品牌主张也更新为“这世界很酷”,用一个充满好奇感的年轻声音,发出对这个精彩世界的赞叹。以“这世界很酷”为品牌主张,优酷致力于打造从看到玩的一站式文娱酷体验,让年轻人的娱乐更阳光。

二、优酷品牌理念

定位:开放多元的

Slogan:这世界很酷

使命:让年轻人的娱乐更阳光

愿景:年轻人最爱的文娱第一站

承诺:文娱酷体验

个性:阳光、活力、有趣、新玩家

利益点:精品内容、人性体验、智慧推荐、文娱互联

三、优酷品牌受众群体

18-24岁人群,以及大众泛年轻心态群体

四、面对的品牌挑战

优酷现在已经完成全新的品牌系统的更换。为了更好地展现品牌新形象,优酷提出了全新的品牌主张——“这世界很酷”,更能贴近具有年轻心态的群体,从而表现优酷品牌的年轻活力。为此,优酷开展了一系列大胆创新的推广活动,突出全新优酷、全新形象的酷概念。

五、任务是什么

优酷app现在已经具有极强的“可玩性”。请结合优酷的特点,思考产品端的互动创意突破,并配合该创意突破进行线上营销方案的策划。

六、任务的要求是什么

结合优酷app产品特点和功能进行产品与用户互动的创意。要求所展现的创意方案使得优酷app更加有趣。

七、其他

附件为优酷首页在《三生三世十里桃花》期间的互动创意突破,互动的结果页为多个结果随机出现。

参考只是形式之一,不一定为必须使用。


素材下载:物料品牌LOGO


2017 戛纳幼狮终审考题--专业组(网络)考题下载:英文版中文版

Young Lions Media Competition

1. About Youku Brand

Youku is a pillar of Alibaba’s Digital Media & Entertainment Group, that combines the strengths of Youku, Tudou, Alibaba Home Entertainment and Laifeng, China’s largest digital entertainment platform. With the announcement of its formation on October 31, 2016, Alibaba Digital Media & Entertainment Group became the most expansive digital entertainment platform in China.

Today, Youku and Tudou reach 580 million devices on a monthly active basis, logging more than 1.1 billion video views each day. Laifeng is the live webcast entertainment platform that leads the industry with live interactive variety shows. Alibaba Home Entertainment focuses on large screen and entertainment for the living room with a reach of almost 30 million Chinese homes via its devices.

Youku BD’s services are available on PC, TV, and mobile devices with its content spanning copyrighted, co-produced, in-house produced, User Generated Content, Professional Generated Content, live webcast, and Virtual Reality. Its business lines include subscription services, games, smart hardware and artists brokering, connecting content creation, marketing & promotion, merchandising and fans economy to form a complete value chain of media and entertainment.

On December 21, 2016, Youku launched a new brand identity system. The new logo color is brighter, and the design more concise, more dynamic and radiates young energy. The icon for Youku App is also new, with dynamic rotation of the play button in red and blue. The meaning of the icon is that the world’s so many] marvels come from the connection and interaction between the two graphic elements. Each touch will bring infinite possibilities. And Youku’s new brand proposition is “The world is cool!”, embodied by a young and curious voice in Youku’s signature tune. In Chinese language, the slogan contains strong brand-connected significance because the character Ku in Youku also means ‘cool’. This new brand identity reflects Youku’s commitment to build a trendy one-stop view-and-play platform for a youthful, carefree media & entertainment experience.

2. Brand Philosophy

Position: Open and diversified

Slogan: The world is cool!

Mission: Make the entertainment for young people more positive

Wish: Be the first choice of media & entertainment for young people

Promise: A cool media & entertainment experience

Personality: Positive, energetic, fun, new players

Points of importance: Quality content, experience with a personal touch, smart recommendations, interconnected media & entertainment

3. Target Audience of Youku Brand

Young people aged 18-24, and those who are young at heart

4. Brand Challenge

Youku has completed the refresh of its brand identity system. To better present the new image, Youku introduced its new brand proposition: “The world is cool!”, which brings us closer to consumers young at heart, to convey the youthful and vigorous energy of the Youku brand. To this end, Youku launched a series of bold and innovative promotional activities, highlighting the new image and concept of cool of the Youku brand.

5. The Task

Youku has giant billboard at the airport. The contestant is required to create a billboard design, and design a set of media communications plan.

6. Task Requirement

1) No limitations on the wording of the billboard ads, but it shall be unique and fun.

2) The media communications plan shall highlight Youku brand’s characteristics, and take into consideration the uniqueness of the location of airport billboard.

7. Miscellaneous

There is no limit on budget and resources, and the presentation format can be used as necessary. The timeframe of promotion is defined by the contestant according to the plan needs.

中文版
							

一、优酷品牌背景介绍

大优酷事业群是阿里巴巴文化娱乐集团两大核心用户平台引擎之一,由优酷、土豆、阿里家庭娱乐和来疯组成,于2016年10月31日宣布组建,是中国最大的数字娱乐平台。

目前,优酷、土豆两大视频平台覆盖5.8亿多屏终端、日播放量11.8亿。来疯是全民综娱直播平台,以互动综艺直播为特色领先于行业。阿里家庭娱乐是聚焦于大屏端和客厅场景的业务平台,旗下终端累计覆盖近3000万户中国家庭。

大优酷事业群现支持PC、电视、移动三大终端,兼具版权、合制、自制、自频道、直播、VR等多种内容形态。业务覆盖会员、游戏、支付、智能硬件和艺人经纪,从内容生产、宣发、营销、衍生商业到粉丝经济,贯通文化娱乐全链路。

2016年12月21日,优酷宣布启动全新品牌标识系统。新LOGO色彩更明亮、设计更简洁、更动感,焕发十足年轻气息,优酷APP的图标也焕新为一个由红蓝两点动感旋转的播放按钮。新标识寓意万千精彩都始于最初两点间的连接和互动,每次触碰都会引发无限可能。同时,优酷的品牌主张也更新为“这世界很酷”,用一个充满好奇感的年轻声音,发出对这个精彩世界的赞叹。以“这世界很酷”为品牌主张,优酷致力于打造从看到玩的一站式文娱酷体验,让年轻人的娱乐更阳光。

二、优酷品牌理念

定位:开放多元的

Slogan:这世界很酷

使命:让年轻人的娱乐更阳光

愿景:年轻人最爱的文娱第一站

承诺:文娱酷体验

个性:阳光、活力、有趣、新玩家

利益点:精品内容、人性体验、智慧推荐、文娱互联

三、优酷品牌受众群体

18-24岁人群,以及大众泛年轻心态群体

四、面对的品牌挑战

优酷现在已经完成全新的品牌系统的更换。为了更好地展现品牌新形象,优酷提出了全新的品牌主张——“这世界很酷”,更能贴近具有年轻心态的群体,从而表现优酷品牌的年轻活力。为此,优酷开展了一系列大胆创新的推广活动,突出全新优酷、全新形象的酷概念。

五、任务是什么

优酷在机场设有一块巨型广告牌,请选手为该广告牌设计文案,并为其策划一套媒介传播方案。

六、任务的要求是什么

1、机场广告牌文案内容不限,但要充满奇趣。

2、相应媒介传播方案需突出优酷的品牌特点,且能顾及到机场广告牌地理位置的特殊性。

七、其他

预算和资源的使用并不受限,展现形式也可根据需求使用。推广时间可根据选手方案需求来自己设定。


素材下载:品牌LOGO


2017 戛纳幼狮终审考题--专业组(媒介)考题下载:英文版中文版

Young Lions Marketers Competition

1. About Youku Brand

Youku is a pillar of Alibaba’s Digital Media & Entertainment Group, that combines the strengths of Youku, Tudou, Alibaba Home Entertainment and Laifeng, China’s largest digital entertainment platform. With the announcement of its formation on October 31, 2016, Alibaba Digital Media & Entertainment Group became the most expansive digital entertainment platform in China.

Today, Youku and Tudou reach 580 million devices on a monthly active basis, logging more than 1.1 billion video views each day. Laifeng is the live webcast entertainment platform that leads the industry with live interactive variety shows. Alibaba Home Entertainment focuses on large screen and entertainment for the living room with a reach of almost 30 million Chinese homes via its devices.

Youku BD’s services are available on PC, TV, and mobile devices with its content spanning copyrighted, co-produced, in-house produced, User Generated Content, Professional Generated Content, live webcast, and Virtual Reality. Its business lines include subscription services, games, smart hardware and artists brokering, connecting content creation, marketing & promotion, merchandising and fans economy to form a complete value chain of media and entertainment.

On December 21, 2016, Youku launched a new brand identity system. The new logo color is brighter, and the design more concise, more dynamic and radiates young energy. The icon for Youku App is also new, with dynamic rotation of the play button in red and blue. The meaning of the icon is that the world’s so many] marvels come from the connection and interaction between the two graphic elements. Each touch will bring infinite possibilities. And Youku’s new brand proposition is “The world is cool!”, embodied by a young and curious voice in Youku’s signature tune. In Chinese language, the slogan contains strong brand-connected significance because the character Ku in Youku also means ‘cool’. This new brand identity reflects Youku’s commitment to build a trendy one-stop view-and-play platform for a youthful, carefree media & entertainment experience.

2. Brand Philosophy

Position: Open and diversified

Slogan: The world is cool!

Mission: Make the entertainment for young people more positive

Wish: Be the first choice of media & entertainment for young people

Promise: A cool media & entertainment experience

Personality: Positive, energetic, fun, new players

Points of importance: Quality content, experience with a personal touch, smart recommendations, interconnected media & entertainment

3. Target Audience of Youku Brand

Young people aged 18-24, and those who are young at heart

4. Brand Challenge

Youku has completed the refresh of its brand identity system. To better present the new image, Youku introduced its new brand proposition: “The world is cool!”, which brings us closer to consumers young at heart, to convey the youthful and vigorous energy of the Youku brand. To this end, Youku launched a series of bold and innovative promotional activities, highlighting the new image and concept of cool of the Youku brand.

5. The Task

Blockbuster show Spring Breeze Ten Miles《春风十里不如你》will be released on Youku exclusively soon. Contestants are invited to plan a marketing promotion. The goal is to present new ways to make the show more influential, so as to attract more users to watch the drama show on Youku.

6. Task Requirement

Bold creative and unbounded ideas are most welcome. The marketing plan can target online, offline, or both. Use your imagination and creativity, and make your plan plenty of fun to attract more people to spontaneously watch the show. Please remember that riotous fun is the core of this plan.

7. Miscellaneous

1) Please use the materials in the online resource base for the project on Spring Breeze Ten Miles《春风十里不如你》.

2) There is no limit on budget and resources, and the presentation format can be used as needed. The timeframe of the promotion is defined by the contestant according to the marketing plan needs.

中文版
							

一、优酷品牌背景介绍

大优酷事业群是阿里巴巴文化娱乐集团两大核心用户平台引擎之一,由优酷、土豆、阿里家庭娱乐和来疯组成,于2016年10月31日宣布组建,是中国最大的数字娱乐平台。

目前,优酷、土豆两大视频平台覆盖5.8亿多屏终端、日播放量11.8亿。来疯是全民综娱直播平台,以互动综艺直播为特色领先于行业。阿里家庭娱乐是聚焦于大屏端和客厅场景的业务平台,旗下终端累计覆盖近3000万户中国家庭。

大优酷事业群现支持PC、电视、移动三大终端,兼具版权、合制、自制、自频道、直播、VR等多种内容形态。业务覆盖会员、游戏、支付、智能硬件和艺人经纪,从内容生产、宣发、营销、衍生商业到粉丝经济,贯通文化娱乐全链路。

2016年12月21日,优酷宣布启动全新品牌标识系统。新LOGO色彩更明亮、设计更简洁、更动感,焕发十足年轻气息,优酷APP的图标也焕新为一个由红蓝两点动感旋转的播放按钮。新标识寓意万千精彩都始于最初两点间的连接和互动,每次触碰都会引发无限可能。同时,优酷的品牌主张也更新为“这世界很酷”,用一个充满好奇感的年轻声音,发出对这个精彩世界的赞叹。以“这世界很酷”为品牌主张,优酷致力于打造从看到玩的一站式文娱酷体验,让年轻人的娱乐更阳光。

二、优酷品牌理念

定位:开放多元的

Slogan:这世界很酷

使命:让年轻人的娱乐更阳光

愿景:年轻人最爱的文娱第一站

承诺:文娱酷体验

个性:阳光、活力、有趣、新玩家

利益点:精品内容、人性体验、智慧推荐、文娱互联

三、优酷品牌受众群体

18-24岁人群,以及大众泛年轻心态群体

四、面对的品牌挑战

优酷现在已经完成全新的品牌系统的更换。为了更好地展现品牌新形象,优酷提出了全新的品牌主张——“这世界很酷”,更能贴近具有年轻心态的群体,从而表现优酷品牌的年轻活力。为此,优酷开展了一系列大胆创新的推广活动,突出全新优酷、全新形象的酷概念。

五、任务是什么

重磅大剧《春风十里不如你》即将在优酷独家播放,请选手为此剧目策划一个推广方案。目标是为增加该剧目的传播影响力,吸引更多的用户到优酷观看该剧。

六、任务的要求是什么

大胆创新、不被束缚的想法是优酷所欢迎的。营销方案可线上、亦可线下,也可联动。用你丰富的想象力和创造力,将方案变得妙趣横生,吸引更多人自发地去看。记住,奇趣是方案的核心。

七、其他

1、《春风十里不如你》的相关信息请使用网上资源所显示资料。

2、预算和资源的使用并不受限,展现形式也可根据需求使用。推广时间可根据选手方案需求来自己设定。


素材下载:品牌LOGO


2017 戛纳幼狮终审考题--专业组(营销)考题下载:英文版中文版

Young Lions PR Competition

1. About Youku Brand

Youku is a pillar of Alibaba’s Digital Media & Entertainment Group, that combines the strengths of Youku, Tudou, Alibaba Home Entertainment and Laifeng, China’s largest digital entertainment platform. With the announcement of its formation on October 31, 2016, Alibaba Digital Media & Entertainment Group became the most expansive digital entertainment platform in China.

Today, Youku and Tudou reach 580 million devices on a monthly active basis, logging more than 1.1 billion video views each day. Laifeng is the live webcast entertainment platform that leads the industry with live interactive variety shows. Alibaba Home Entertainment focuses on large screen and entertainment for the living room with a reach of almost 30 million Chinese homes via its devices.

Youku BD’s services are available on PC, TV, and mobile devices with its content spanning copyrighted, co-produced, in-house produced, User Generated Content, Professional Generated Content, live webcast, and Virtual Reality. Its business lines include subscription services, games, smart hardware and artists brokering, connecting content creation, marketing & promotion, merchandising and fans economy to form a complete value chain of media and entertainment.

On December 21, 2016, Youku launched a new brand identity system. The new logo color is brighter, and the design more concise, more dynamic and radiates young energy. The icon for Youku App is also new, with dynamic rotation of the play button in red and blue. The meaning of the icon is that the world’s so many] marvels come from the connection and interaction between the two graphic elements. Each touch will bring infinite possibilities. And Youku’s new brand proposition is “The world is cool!”, embodied by a young and curious voice in Youku’s signature tune. In Chinese language, the slogan contains strong brand-connected significance because the character Ku in Youku also means ‘cool’. This new brand identity reflects Youku’s commitment to build a trendy one-stop view-and-play platform for a youthful, carefree media & entertainment experience.

2. Brand Philosophy

Position: Open and diversified

Slogan: The world is cool!

Mission: Make the entertainment for young people more positive

Wish: Be the first choice of media & entertainment for young people

Promise: A cool media & entertainment experience

Personality: Positive, energetic, fun, new players

Points of importance: Quality content, experience with a personal touch, smart recommendations, interconnected media & entertainment

3. Target Audience of Youku Brand

Young people aged 18-24, and those who are young at heart

4. Brand Challenge

Youku has completed the refresh of its brand identity system. To better present the new image, Youku introduced its new brand proposition: “The world is cool!”, which brings us closer to consumers young at heart, to convey the youthful and vigorous energy of the Youku brand. To this end, Youku launched a series of bold and innovative promotional activities, highlighting the new image and concept of cool of the Youku brand.

5. The Task

The Powerful One《最强男神》 is a game themed web original show to be released on Youku exclusively soon, based on the online game Fight for Freedom 2《自由之战2》 that was produced by Alibaba Games. Contestants are tasked with developing a marketing & promotion plan for this show, with the aim to make the show more influential to attract more users to watch the show on Youku

6. Task Requirement

The marketing & promotion plan includes online and offline activities, and co-branding can be used. Use your imagination and creativity, make the plan so enjoyable that more casual viewers become engaged. Contestants are encouraged to use their imagination and be as bold, fun and creative as possible.

7. Miscellaneous

1) For The Powerful One《最强男神》 project, please use the materials in the online resources base.

2) There is no limit on budget and resources, and the presentation format can be used as needed. The timeframe of the promotion is defined by the contestant according to the marketing & promotion plan needs.

中文版
							

一、优酷品牌背景介绍

大优酷事业群是阿里巴巴文化娱乐集团两大核心用户平台引擎之一,由优酷、土豆、阿里家庭娱乐和来疯组成,于2016年10月31日宣布组建,是中国最大的数字娱乐平台。

目前,优酷、土豆两大视频平台覆盖5.8亿多屏终端、日播放量11.8亿。来疯是全民综娱直播平台,以互动综艺直播为特色领先于行业。阿里家庭娱乐是聚焦于大屏端和客厅场景的业务平台,旗下终端累计覆盖近3000万户中国家庭。

大优酷事业群现支持PC、电视、移动三大终端,兼具版权、合制、自制、自频道、直播、VR等多种内容形态。业务覆盖会员、游戏、支付、智能硬件和艺人经纪,从内容生产、宣发、营销、衍生商业到粉丝经济,贯通文化娱乐全链路。

2016年12月21日,优酷宣布启动全新品牌标识系统。新LOGO色彩更明亮、设计更简洁、更动感,焕发十足年轻气息,优酷APP的图标也焕新为一个由红蓝两点动感旋转的播放按钮。新标识寓意万千精彩都始于最初两点间的连接和互动,每次触碰都会引发无限可能。同时,优酷的品牌主张也更新为“这世界很酷”,用一个充满好奇感的年轻声音,发出对这个精彩世界的赞叹。以“这世界很酷”为品牌主张,优酷致力于打造从看到玩的一站式文娱酷体验,让年轻人的娱乐更阳光。

二、优酷品牌理念

定位:开放多元的

Slogan:这世界很酷

使命:让年轻人的娱乐更阳光

愿景:年轻人最爱的文娱第一站

承诺:文娱酷体验

个性:阳光、活力、有趣、新玩家

利益点:精品内容、人性体验、智慧推荐、文娱互联

三、优酷品牌受众群体

18-24岁人群,以及大众泛年轻心态群体

四、面对的品牌挑战

优酷现在已经完成全新的品牌系统的更换。为了更好地展现品牌新形象,优酷提出了全新的品牌主张——“这世界很酷”,更能贴近具有年轻心态的群体,从而表现优酷品牌的年轻活力。为此,优酷开展了一系列大胆创新的推广活动,突出全新优酷、全新形象的酷概念。

五、任务是什么

电竞题材的超级网剧《最强男神》即将在优酷独家播出,剧中涉及的网游《自由之战2》由阿里游戏出品。请选手为此剧目策划一个推广方案,目标是为增加该剧目的传播影响力,吸引更多的用户到优酷观看。

六、任务的要求是什么

宣推方案包括线上、线下活动,也可与其他品牌联动。用你丰富的想象力和创造力,将方案变得妙趣横生,吸引更多路人自发地去看。请选手尽情发挥大胆、奇趣、创新的想法。

七、其他

1、《最强男神》的相关信息请使用网上资源所显示资料。

2、预算和资源的使用并不受限,展现形式也可根据需求使用。推广时间可根据选手方案需求来自己设定。


素材下载:品牌LOGO


2017 戛纳幼狮终审考题--专业组(公关)考题下载:英文版中文版


学生组

注意:三考题任选其一提交框架。

Task 1: Print Category

1. About Youku Brand

Youku is a pillar of Alibaba’s Digital Media & Entertainment Group, that combines the strengths of Youku, Tudou, Alibaba Home Entertainment and Laifeng, China’s largest digital entertainment platform. With the announcement of its formation on October 31, 2016, Alibaba Digital Media & Entertainment Group became the most expansive digital entertainment platform in China.

Today, Youku and Tudou reach 580 million devices on a monthly active basis, logging more than 1.1 billion video views each day. Laifeng is the live webcast entertainment platform that leads the industry with live interactive variety shows. Alibaba Home Entertainment focuses on large screen and entertainment for the living room with a reach of almost 30 million Chinese homes via its devices.

Youku BD’s services are available on PC, TV, and mobile devices with its content spanning copyrighted, co-produced, in-house produced, User Generated Content, Professional Generated Content, live webcast, and Virtual Reality. Its business lines include subscription services, games, smart hardware and artists brokering, connecting content creation, marketing & promotion, merchandising and fans economy to form a complete value chain of media and entertainment.

On December 21, 2016, Youku launched a new brand identity system. The new logo color is brighter, and the design more concise, more dynamic and radiates young energy. The icon for Youku App is also new, with dynamic rotation of the play button in red and blue. The meaning of the icon is that the world’s so many] marvels come from the connection and interaction between the two graphic elements. Each touch will bring infinite possibilities. And Youku’s new brand proposition is “The world is cool!”, embodied by a young and curious voice in Youku’s signature tune. In Chinese language, the slogan contains strong brand-connected significance because the character Ku in Youku also means ‘cool’. This new brand identity reflects Youku’s commitment to build a trendy one-stop view-and-play platform for a youthful, carefree media & entertainment experience.

2. Brand Philosophy

Position: Open and diversified

Slogan: The world is cool!

Mission: Make the entertainment for young people more positive

Wish: Be the first choice of media & entertainment for young people

Promise: A cool media & entertainment experience

Personality: Positive, energetic, fun, new players

Points of importance: Quality content, experience with a personal touch, smart recommendations, interconnected media & entertainment

3. Target Audience of Youku Brand

Young people aged 18-24, and those who are young at heart

4. Brand Challenge

Youku has completed the refresh of its brand identity system. To better present the new image, Youku introduced its new brand proposition: “The world is cool!”, which brings us closer to consumers young at heart, to convey the youthful and vigorous energy of the Youku brand. To this end, Youku launched a series of bold and innovative promotional activities, highlighting the new image and concept of cool of the Youku brand.

5. The Task

After the brand refresh, Youku created a series of Doodles design. The Doodles were either tied with hot trends, with festivals, or with classic cultural elements. Contestants are required to design a cool-looking Youku Doodle poster (or a series of posters). They are invited to link them to festivals and/or hot topics, and leverage content such as current variety shows, animes, novelties and other new, creative elements.

Contestants are required to provide creative copy notes and an introduction to their poster designs. The introduction should center around the creative philosophy and creative concept of the design.

6. Task Requirement

The doodle design shall match Youku’s brand slogan “The world is cool!” to highlight Youku’s brand image. This requirement focuses on the fun and uniqueness of the design, demonstration of creative ideas and the visual impact of the design.

7. Design Elements

The examples below are for reference only and are by no means an indication of the intended styling or expected content. The Youku logo will be provided separately.

中文版
							

考题一:(平面类)

一、优酷品牌背景介绍

大优酷事业群是阿里巴巴文化娱乐集团两大核心用户平台引擎之一,由优酷、土豆、阿里家庭娱乐和来疯组成,于2016年10月31日宣布组建,是中国最大的数字娱乐平台。

目前,优酷、土豆两大视频平台覆盖5.8亿多屏终端、日播放量11.8亿。来疯是全民综娱直播平台,以互动综艺直播为特色领先于行业。阿里家庭娱乐是聚焦于大屏端和客厅场景的业务平台,旗下终端累计覆盖近3000万户中国家庭。

大优酷事业群现支持PC、电视、移动三大终端,兼具版权、合制、自制、自频道、直播、VR等多种内容形态。业务覆盖会员、游戏、支付、智能硬件和艺人经纪,从内容生产、宣发、营销、衍生商业到粉丝经济,贯通文化娱乐全链路。

2016年12月21日,优酷宣布启动全新品牌标识系统。新LOGO色彩更明亮、设计更简洁、更动感,焕发十足年轻气息,优酷APP的图标也焕新为一个由红蓝两点动感旋转的播放按钮。新标识寓意万千精彩都始于最初两点间的连接和互动,每次触碰都会引发无限可能。同时,优酷的品牌主张也更新为“这世界很酷”,用一个充满好奇感的年轻声音,发出对这个精彩世界的赞叹。以“这世界很酷”为品牌主张,优酷致力于打造从看到玩的一站式文娱酷体验,让年轻人的娱乐更阳光。

二、优酷品牌理念

定位:开放多元的

Slogan:这世界很酷

使命:让年轻人的娱乐更阳光

愿景:年轻人最爱的文娱第一站

承诺:文娱酷体验

个性:阳光、活力、有趣、新玩家

利益点:精品内容、人性体验、智慧推荐、文娱互联

三、优酷品牌受众群体

18-24岁人群,以及大众泛年轻心态群体

四、面对的品牌挑战

优酷现在已经完成全新的品牌系统的更换。为了更好地展现品牌新形象,优酷提出了全新的品牌主张——“这世界很酷”,更能贴近具有年轻心态的群体,从而表现优酷品牌的年轻活力。为此,优酷开展了一系列大胆创新的推广活动,突出全新优酷、全新形象的酷概念。

五、任务是什么

品牌焕新之后优酷进行了一系列的Doodles设计(涂鸦海报设计)。其或与热点结合,或与节日结合,或与经典结合。请选手为优酷设计一张具有酷态度的Doodles海报(也可制作系列海报)。请结合节日、热点的传播点,同时包括综艺、动漫、新奇事物等内容进行搭配创作。

六、任务的要求是什么

希望选手设计的doodles符合优酷新的品牌slogan“这世界很酷”,突出优酷的品牌形象。要求突出奇趣的特点,展现足够的脑洞,画面感强。

七、设计素材

以下设计仅供参考,不做内容限定。所需使用的logo单独提供。


素材下载:物料品牌LOGO


2017 戛纳幼狮终审考题一下载:英文版中文版

Task 2: Marketers Category

1. About Youku Brand

Youku is a pillar of Alibaba’s Digital Media & Entertainment Group, that combines the strengths of Youku, Tudou, Alibaba Home Entertainment and Laifeng, China’s largest digital entertainment platform. With the announcement of its formation on October 31, 2016, Alibaba Digital Media & Entertainment Group became the most expansive digital entertainment platform in China.

Today, Youku and Tudou reach 580 million devices on a monthly active basis, logging more than 1.1 billion video views each day. Laifeng is the live webcast entertainment platform that leads the industry with live interactive variety shows. Alibaba Home Entertainment focuses on large screen and entertainment for the living room with a reach of almost 30 million Chinese homes via its devices.

Youku BD’s services are available on PC, TV, and mobile devices with its content spanning copyrighted, co-produced, in-house produced, User Generated Content, Professional Generated Content, live webcast, and Virtual Reality. Its business lines include subscription services, games, smart hardware and artists brokering, connecting content creation, marketing & promotion, merchandising and fans economy to form a complete value chain of media and entertainment.

On December 21, 2016, Youku launched a new brand identity system. The new logo color is brighter, and the design more concise, more dynamic and radiates young energy. The icon for Youku App is also new, with dynamic rotation of the play button in red and blue. The meaning of the icon is that the world’s so many] marvels come from the connection and interaction between the two graphic elements. Each touch will bring infinite possibilities. And Youku’s new brand proposition is “The world is cool!”, embodied by a young and curious voice in Youku’s signature tune. In Chinese language, the slogan contains strong brand-connected significance because the character Ku in Youku also means ‘cool’. This new brand identity reflects Youku’s commitment to build a trendy one-stop view-and-play platform for a youthful, carefree media & entertainment experience.

2. Brand Philosophy

Position: Open and diversified

Slogan: The world is cool!

Mission: Make the entertainment for young people more positive

Wish: Be the first choice of media & entertainment for young people

Promise: A cool media & entertainment experience

Personality: Positive, energetic, fun, new players

Points of importance: Quality content, experience with a personal touch, smart recommendations, interconnected media & entertainment

3. Target Audience of Youku Brand

Young people aged 18-24, and those who are young at heart

4. Brand Challenge

Youku has completed the refresh of its brand identity system. To better present the new image, Youku introduced its new brand proposition: “The world is cool!”, which brings us closer to consumers young at heart, to convey the youthful and vigorous energy of the Youku brand. To this end, Youku launched a series of bold and innovative promotional activities, highlighting the new image and concept of cool of the Youku brand.

5. The Task

Blockbuster show Spring Breeze Ten Miles《春风十里不如你》 will be released on Youku exclusively soon. Contestants are invited to plan a marketing promotion. The goal is to present new ways to make the show more influential, so as to attract more users to watch the drama show on Youku.

6. Task Requirement

Bold creative and unbounded ideas are most welcome. The marketing plan can target online, offline, or both. Use your imagination and creativity, and make your plan plenty of fun to attract more people to spontaneously watch the show. Please remember that riotous fun is the core of this plan.

7. Miscellaneous

1) Please use the materials in the online resource base for the project on Spring Breeze Ten Miles《春风十里不如你》.

2) There is no limit on budget and resources, and the presentation format can be used as needed. The timeframe of the promotion is defined by the contestant according to the marketing plan needs.

中文版
							

考题二:(营销类)

一、优酷品牌背景介绍

大优酷事业群是阿里巴巴文化娱乐集团两大核心用户平台引擎之一,由优酷、土豆、阿里家庭娱乐和来疯组成,于2016年10月31日宣布组建,是中国最大的数字娱乐平台。

目前,优酷、土豆两大视频平台覆盖5.8亿多屏终端、日播放量11.8亿。来疯是全民综娱直播平台,以互动综艺直播为特色领先于行业。阿里家庭娱乐是聚焦于大屏端和客厅场景的业务平台,旗下终端累计覆盖近3000万户中国家庭。

大优酷事业群现支持PC、电视、移动三大终端,兼具版权、合制、自制、自频道、直播、VR等多种内容形态。业务覆盖会员、游戏、支付、智能硬件和艺人经纪,从内容生产、宣发、营销、衍生商业到粉丝经济,贯通文化娱乐全链路。

2016年12月21日,优酷宣布启动全新品牌标识系统。新LOGO色彩更明亮、设计更简洁、更动感,焕发十足年轻气息,优酷APP的图标也焕新为一个由红蓝两点动感旋转的播放按钮。新标识寓意万千精彩都始于最初两点间的连接和互动,每次触碰都会引发无限可能。同时,优酷的品牌主张也更新为“这世界很酷”,用一个充满好奇感的年轻声音,发出对这个精彩世界的赞叹。以“这世界很酷”为品牌主张,优酷致力于打造从看到玩的一站式文娱酷体验,让年轻人的娱乐更阳光。

二、优酷品牌理念

定位:开放多元的

Slogan:这世界很酷

使命:让年轻人的娱乐更阳光

愿景:年轻人最爱的文娱第一站

承诺:文娱酷体验

个性:阳光、活力、有趣、新玩家

利益点:精品内容、人性体验、智慧推荐、文娱互联

三、优酷品牌受众群体

18-24岁人群,以及大众泛年轻心态群体

四、面对的品牌挑战

优酷现在已经完成全新的品牌系统的更换。为了更好地展现品牌新形象,优酷提出了全新的品牌主张——“这世界很酷”,更能贴近具有年轻心态的群体,从而表现优酷品牌的年轻活力。为此,优酷开展了一系列大胆创新的推广活动,突出全新优酷、全新形象的酷概念。

五、任务是什么

重磅大剧《春风十里不如你》即将在优酷独家播放,请选手为此剧目策划一个推广方案。目标是为增加该剧目的传播影响力,吸引更多的用户到优酷观看该剧。

六、任务的要求是什么

大胆创新、不被束缚的想法是优酷所欢迎的。营销方案可线上、亦可线下,也可联动。用你丰富的想象力和创造力,将方案变得妙趣横生,吸引更多人自发地去看。记住,奇趣是方案的核心。

七、其他

1、《春风十里不如你》的相关信息请使用网上资源所显示资料。

2、预算和资源的使用并不受限,展现形式也可根据需求使用。推广时间可根据选手方案需求来自己设定。


素材下载:品牌LOGO


2017 戛纳幼狮终审考题二下载:英文版中文版

Task 3:Film Category

1. About Youku Brand

Youku is a pillar of Alibaba’s Digital Media & Entertainment Group, that combines the strengths of Youku, Tudou, Alibaba Home Entertainment and Laifeng, China’s largest digital entertainment platform. With the announcement of its formation on October 31, 2016, Alibaba Digital Media & Entertainment Group became the most expansive digital entertainment platform in China.

Today, Youku and Tudou reach 580 million devices on a monthly active basis, logging more than 1.1 billion video views each day. Laifeng is the live webcast entertainment platform that leads the industry with live interactive variety shows. Alibaba Home Entertainment focuses on large screen and entertainment for the living room with a reach of almost 30 million Chinese homes via its devices.

Youku BD’s services are available on PC, TV, and mobile devices with its content spanning copyrighted, co-produced, in-house produced, User Generated Content, Professional Generated Content, live webcast, and Virtual Reality. Its business lines include subscription services, games, smart hardware and artists brokering, connecting content creation, marketing & promotion, merchandising and fans economy to form a complete value chain of media and entertainment.

On December 21, 2016, Youku launched a new brand identity system. The new logo color is brighter, and the design more concise, more dynamic and radiates young energy. The icon for Youku App is also new, with dynamic rotation of the play button in red and blue. The meaning of the icon is that the world’s so many] marvels come from the connection and interaction between the two graphic elements. Each touch will bring infinite possibilities. And Youku’s new brand proposition is “The world is cool!”, embodied by a young and curious voice in Youku’s signature tune. In Chinese language, the slogan contains strong brand-connected significance because the character Ku in Youku also means ‘cool’. This new brand identity reflects Youku’s commitment to build a trendy one-stop view-and-play platform for a youthful, carefree media & entertainment experience.

2. Brand Philosophy

Position: Open and diversified

Slogan: The world is cool!

Mission: Make the entertainment for young people more positive

Wish: Be the first choice of media & entertainment for young people

Promise: A cool media & entertainment experience

Personality: Positive, energetic, fun, new players

Points of importance: Quality content, experience with a personal touch, smart recommendations, interconnected media & entertainment

3. Target Audience of Youku Brand

Young people aged 18-24, and those who are young at heart

4. Brand Challenge

Youku has completed the refresh of its brand identity system. To better present the new image, Youku introduced its new brand proposition: “The world is cool!”, which brings us closer to consumers young at heart, to convey the youthful and vigorous energy of the Youku brand. To this end, Youku launched a series of bold and innovative promotional activities, highlighting the new image and concept of cool of the Youku brand.

5. The Task

This diverse world is beautiful because of the richness and varieties worldwide. Please create a brand ads script, one or a series, that has insight on young people.

6. Task Requirement

Reflecting deep insight on the target audience, the brand ads script shall clearly demonstrate Youku’s characteristics. The work shall be able to increase Youku’s influence among the target audience and uplift Youku’s brand image.

7. Miscellaneous

There is no limit on budget and resources, and the presentation format can be used as necessary. The timeframe of promotion is defined by the contestant according to the brand ads script needs.

中文版
							

考题三:(影视类)

一、优酷品牌背景介绍

大优酷事业群是阿里巴巴文化娱乐集团两大核心用户平台引擎之一,由优酷、土豆、阿里家庭娱乐和来疯组成,于2016年10月31日宣布组建,是中国最大的数字娱乐平台。

目前,优酷、土豆两大视频平台覆盖5.8亿多屏终端、日播放量11.8亿。来疯是全民综娱直播平台,以互动综艺直播为特色领先于行业。阿里家庭娱乐是聚焦于大屏端和客厅场景的业务平台,旗下终端累计覆盖近3000万户中国家庭。

大优酷事业群现支持PC、电视、移动三大终端,兼具版权、合制、自制、自频道、直播、VR等多种内容形态。业务覆盖会员、游戏、支付、智能硬件和艺人经纪,从内容生产、宣发、营销、衍生商业到粉丝经济,贯通文化娱乐全链路。

2016年12月21日,优酷宣布启动全新品牌标识系统。新LOGO色彩更明亮、设计更简洁、更动感,焕发十足年轻气息,优酷APP的图标也焕新为一个由红蓝两点动感旋转的播放按钮。新标识寓意万千精彩都始于最初两点间的连接和互动,每次触碰都会引发无限可能。同时,优酷的品牌主张也更新为“这世界很酷”,用一个充满好奇感的年轻声音,发出对这个精彩世界的赞叹。以“这世界很酷”为品牌主张,优酷致力于打造从看到玩的一站式文娱酷体验,让年轻人的娱乐更阳光。

二、优酷品牌理念

定位:开放多元的

Slogan:这世界很酷

使命:让年轻人的娱乐更阳光

愿景:年轻人最爱的文娱第一站

承诺:文娱酷体验

个性:阳光、活力、有趣、新玩家

利益点:精品内容、人性体验、智慧推荐、文娱互联

三、优酷品牌受众群体

18-24岁人群,以及大众泛年轻心态群体

四、面对的品牌挑战

优酷现在已经完成全新的品牌系统的更换。为了更好地展现品牌新形象,优酷提出了全新的品牌主张——“这世界很酷”,更能贴近具有年轻心态的群体,从而表现优酷品牌的年轻活力。为此,优酷开展了一系列大胆创新的推广活动,突出全新优酷、全新形象的酷概念。

五、任务是什么

这个多元世界正是因为繁复不同而美好。请为品牌焕新之后的优酷策划一部或者一系列具有年轻人洞察的品牌广告脚本。

六、任务的要求是什么

深入目标受众群体,品牌广告脚本需要明确展现优酷的特点。要求作品能够加深优酷在目标受众中的影响力,提升优酷的品牌形象。

七、其他

预算和资源的使用并不受限,展现形式也可根据需求使用。推广时间可根据选手方案需求来自己设定。


素材下载:品牌LOGO


2017 戛纳幼狮终审考题三下载:英文版中文版