---
title: 唐老鸭的现代版改头换面
description: 史蒂夫奖得主Sage House 是一家总部位于上海和香港的综合营销公司，该机构是迪士尼在中国的合作伙伴，被授权设计世界上第一个唐老鸭完美博物馆。迪士尼中国利用卡通人物性格在社交媒体上形成潮流，研究在营销活动中引发好奇心和幽默的方法，并利用了完美博物馆的概念。
image: https://blog.stevieawards.com/hubfs/Screen%20Shot%202020-08-06%20at%2010.20.42%20AM.png
---

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# 唐老鸭的现代版改头换面

Posted by [Clara Im](https://blog.stevieawards.com/blog/author/clara-im) on Thu, Dec 31, 2020 @ 12:00 AM

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- **以千禧年一代****为对象进行营销后****，****获得****几何级数收益的经典迪士尼角色**
- **[Sage​ ​House](http://www.sage-house.com/)****与迪士尼合作****，****设计具有现代感和沉浸式互动体验的唐老鸭博物馆**
- **著名涂****鸦艺术家与****Sage House****、迪士尼合作，旨在引起社交媒体****Influencer****和****Young Audet****的****关注**

**关于**** Sage House**

**![Screen Shot 2020-08-06 at 10.20.42 AM](https://blog.stevieawards.com/hs-fs/hubfs/Screen%20Shot%202020-08-06%20at%2010.20.42%20AM.png?width=211&name=Screen%20Shot%202020-08-06%20at%2010.20.42%20AM.png)**

史蒂夫奖得主[Sage House](http://www.sage-house.com/) 是一家总部位于上海和香港的综合营销公司，该机构是迪士尼在中国的合作伙伴，被授权设计世界上第一个唐老鸭完美博物馆。迪士尼中国利用卡通人物性格在社交媒体上形成潮流，研究在营销活动中引发好奇心和幽默的方法，并利用了完美博物馆的概念。

**怀旧营销**

2019年是备受喜爱的迪士尼卡通角色唐老鸭诞生85周年。Sage House将唐老鸭概念化为自己博物馆的策展人，使它摆脱传统的配角角色，有机会登上中央舞台。为此，必须弥合普通唐老鸭粉丝和更年轻、更有收益性的千禧年一代消费者集团的差距。Sage House通过使用流行艺术和有趣的互动式营销，为经典的迪士尼中国在年轻人的市场中创造了独特的机会。

 

![Screen Shot 2020-08-02 at 12.24.16 AM](https://blog.stevieawards.com/hs-fs/hubfs/Screen%20Shot%202020-08-02%20at%2012.24.16%20AM.png?width=752&name=Screen%20Shot%202020-08-02%20at%2012.24.16%20AM.png)

 

完美博物馆的布景设计是使用流行艺术和具有25个互动区域的沉浸式元素创建的。有些设置被设计为看起来不完整的形态，例如角落里的拖把，凌乱的油漆痕迹等，以反映唐老鸭的暴躁脾气和不耐烦的性格。最受欢迎的设置之一是唐老鸭霓虹灯装置和名誉的殿堂装饰设置，吸引了许多社交媒体影响者，从而产生了大量的社交媒体内容，并引起了轰动。与会者能够使用3D眼镜在唐老鸭的好莱坞星光大道上漫步，并看到它的脚印。

 

![donald duck](https://blog.stevieawards.com/hs-fs/hubfs/donald%20duck.png?width=883&name=donald%20duck.png)

 

为了增加曝光率并吸引千禧一代的粉丝，Sage House与洛杉矶的涂鸦艺术家Joshua Vides合作，后者曾与芬迪，保时捷和耐克美国公司合作。Vides为吸引消费者的参与和提供拍照机会，创造了身临其境的体验。还为VIP和粉丝推出了限量版艺术家合作雕像，以促进销售。

 

**这种独特的体验在四个购物中心吸引了超过300万游客，使整体客流量增加了150％，销售额增长了180％。**

 

Sage House 在[2020年亚洲-太平洋史蒂夫®奖](http://www.asia.stevieawards.com)<https://asia.stevieawards.com/home>中，获得了年度最佳创新营销或广告专业人士的银奖，并获得了营销-品牌娱乐创新部门的铜奖。

 

**您想了解****2021****亚洲-太平洋史蒂夫奖的参展作品吗****？**

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