"What's Peppa" is a great ad marketing case on social media Commentary.
On January 19, 2019, the movie's promotional ad, "What's Peppa," went on social media overnight. Maybe you'll find it strange to see this topic - how could anyone not know Peppa piglet yet? Yes, before that, piglet Page with animated image deeply in the hearts of the people, and then because of the "pig Peppa body tattoos, applause to the community" this terrier fire again. So what's this time Peppa on fire?
The short film, co-produced by Piggy Page and China Mobile, tells the story of a grandfather in a remote rural area who has been looking forward to his son's family of three returning home for the New Year. As the New Year was coming, he learned that his grandson liked Peppa, but before he knew what it was, the signal broke. So, grandpa by looking up the dictionary, asking neighbors, radio and other ways, after making a series of jokes, finally learned the truth, and personally created a Peppa image of the toy to give to the children.
The ending culminates in the warmest way enough to bring the clip to a climax: Grandpa has been busy for a long time, giving the best gift, the Peppa blower. In the cinema, the grandfather's family watched the "Pig Peppa pig" animation that his grandson wanted to see, and set the animation as their own color bell, showing off to the villagers in the same village.
This short film click-through rate is high, the topic and discussion is very high, it has to be said that this is a successful advertising marketing case. At the same time, to some extent, this is a public service advertisement, mention of China's public service advertising, we seem to instinctally think of CCTV always broadcast a year ago that deep, sentimental series of ads, as if affection and reunion is the eternal theme of public service advertising, in fact, it is not.
Putting aside the inherent impression, you will find that the content of our public service advertising is not limited to family, calling for the protection of wild animals, public places strictly prohibit smoking, respect for the elderly and children, thanksgiving others, etc. are equally many, but compared to the main line of family ads, these are less memory points. The reason for this is that the family culture as the main line can bring people more touch and arouse resonance.
We can find that advertising, for whatever purpose, comes from life and tends to be more moving.Thai advertising has been known as the most popular advertising, temporarily put aside its advertising performance, in terms of content alone, Thai advertising is always creative.
"The Story of a Beggar" once made the audience cry, this simple story about kindness hit the heart deep, almost no white expression is unique. Why a beggar every morning in front of the door, people are curious, scolding seems to have no effect on it, continue for many days, form a habit, when the door less beggar figure and feel uncomfortable everywhere, carefully ponder the truth before realizing what they missed and misunderstood, so shocked, regret ...
Thai advertising is good from the small people to start with a short and sharp story to catch people's eyes, the infection is very strong. Each one captures the audience's heart, is about feelings, but the entry point and expression are not the same, always bring people full of surprises."What's Peppa" is hotThere are also emotional reasons, but at the same time by virtue of the ground gas and there is no shortage of humorous forms of expression, a strong sense of generation, triggered by moving and thinking about natural water into the canal，In this respect,It is a successful public service advertisement，The media described it as a playIt makes sense to be comparable to Thai advertising.
In this special time node, such a short film containing the Spring Festival, the elderly, home for the New Year and other tear-jerking elements of the fire is actually inevitable. All along, the joy of reunion is the best meaning given to the Spring Festival by generations of Yan Huang's descendants. In the film, because of the desire to be reunion, love grandchildren, grandpa tireless research pig Peppa. In order to find out "Peppa."”，Grandpa made a lot of jokes, and they were made because of themAgainst the backdrop of urban-rural rivalries, there is a huge gap in the life experience of the elderly and young people who separate the two places.
Therefore, Grandpa embarked on the search for piglet Peppa's bumpy road, with“Love.”To bridge the gap, he has the spirit of rooting out the bottom, and through a pair of clever hands to make a unique gift to his grandson.
At this point, Page is no longer a simple cartoon image, nor a blower, but a deep love - it crosses the age, living environment of the generation gap. Finally, grandpa with the most simple words to restore Peppa, "his father is a pig, his mother is also a pig, son or pig, a nest of pigs." Grandpa's doubts were answered, and his wish was fulfilled - a family reunion.
The short film reflects the most worthy of our attention to the social hot spot - family.Many times, we pay attention to the international situation, pay attention to housing prices, but ignore the most important emotional construction; we are busy with school or work, busy interpersonal communication, but neglect to communicate with the people closest to us; we use social media to express our love for our parents, but forget that companionship is the best love we can give our parents, which no media platform can replace.
Longyingtai's "Sighting" wrote: the so-called parents and children of a game, but means that you and his fate is this life and this life is constantly watching his back gradually fade away. You stand at this end of the road, watching him fade away in the corner of the path, and he silently tells you with his back: no need to chase.
We live in fast-growing cities and can use the Internet and social media to quickly learn about information. However, our ancestors wanted to contact the children, listen to their voices, and climb to the top of the wind-whistling mountain to barely have a signal, and this difference is by no means an exception.
In the era of rapid development, they are like an island, for external or internal reasons by the torrent of time washed away, can not keep up with our footsteps, but their love has been, and will never be out of date, it will cross obstacles, break through layers of barriers, hit the bottom of the heart of the softest place.
After the "What's Peppa" fire,Many netizens started a topic on the Internet: What is Peppa? My Peppa is my grandmother for me treasured in the sugar can of the sugar, is grandpa for my sentence like to hard to pick off a large pot of fresh strawberries, is the mother cooked that will never be tired of the familiar taste, is the father behind the silent support and help. So what's your Peppa?
I believe that a few days after returning home, many small partners have entered the stage of being rejected
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Responsible Editor: Cheng Pei Shixuanhua
Writer: Duoqi Li Yuxin
Art Editor: Liu Manjun Wu Qiankun
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