Original . . Liu Wenxuan
Source . . Chief Marketing Watch (ID: idazhizuo)
The day before, this question was on the Weibo hot search list! On a similar topic, the soul is tortured year after year. Not only the text guide, but indeed many young consumers will do the same.Why is it getting lighter and lighter? It's not because you're going home to face cross-questioning about marriage, jobs, and salary series, and all sorts of anxieties are like a tsunami.Brands have a deep insight into this phenomenon, so create a warm reunion of the beautiful side, hoping to eliminate those anxieties like an eraser.However, how to stand out from the many Spring Festival marketing is the challenge for each brand. If all focus on moving brand stories, it is inevitable that the vulgar, resulting in the young consumers can not stir up a ripple.As the saying goes, a road goes through Rome! A high-level creative marketing, do not need to deliberately sensational, another way can achieve the same effect.In 2020 brand marketing, the marketing of the United States is eye-to-eye.Sci-fi elements and sand carving elements in one, "brain hole open" it will be "New Year home" theme cleverly displayed. Help young consumers address anxiety while highlighting brand ideas.Focus precisely on young consumers' New Year pain points
Triggers an emotional resonance of the same frequencyIn the story, the male master in the day before dawn, the chicken did not sound the moment, shouted parents get up;Is that the only one? No, along with parents' concerns, men are seen as planning:Planning, others only do next year's plan, but the male master has developed 13 five-year plan;On a family, thirty and standing he will be in the marriage to overcome difficulties in time to complete, 2022 for parents to have a grandson;Career, by no means high and far, steady, first achieve a small goal of 100 million.Just when the parents feel happy to clap their hands and shout well, the male owner also gave the parents a soul torture: Dad, what is your plan for next year? I can't imagine, let's have oneThe reversal of "Thai advertising"：diet, away from junk food, do not let the three high near;Physically, in order to be old and strong, to exercise at all timesSymptomsTo prevent Alzheimer's disease, the head can not be dazed, read more books and play with building blocksWhen these familiar "parent behavior" turned to parents, coupled with the intense rhythm also let parents breathless, the film naughty cute so that young consumers see with relish, thought: the United States this time to help us out of the wind, solve our suffering!In the end, the plot reached its climax. Parents in order to avoid the male owner's "toss", decided to turn to "AI rental firm", clone exactly the same "self." Unable to prevent the ground is, in fact, the male owner has long been in the "AI rental firm" rented a "own" home for the New Year.A detailed marketing video finds thatBeauty is good at discovering the appeal of social phenomena, the psychological pain of young groups, and further in-depth excavation.Although it is deep excavation, but the beauty of the to conveyThe "shape" of the core concept is not scattered, that is to say, the appeal point is not general, mainly focused on starting a family, establishing a business, the goal.These three points, as a young consumer fatal three strikes, the United States out of the elaboration, to achieve emotional resonance, thought the same frequency.For the brand, is no longer a "cold" technology products, but has a "soul" brand.Why beautiful marketing videos are so great
Where's the creative fallacy?It is understood that this marketing video playback reached 13.89 million times, attracting 14,000 plus shares, 23,000 plus likes, 8,000 plus netizen reviews.It has to be said that a good marketing video, absolutely has its too good place!So, what's so creative about this marketing video? Let's have an autopsy.First, the shooting style, pay tribute to the classic drama.Brands in marketing ads to pay tribute to classic movies, has become a popular marketing means. This has a purpose, neitherGet the attention of a large group of young people while highlighting brand value.Huawei, P30 released a stunt film and television blockbuster, the classic film "Tomb Raider", "Death Game", "Crony Tiger Hidden Dragon" and then adapted to show the P30's three major functional selling points;This beautiful marketing, but also pay tribute to "Black Mirror", "Love the Dead Robot", the image style tends to these two dramas.By paying tribute, Beauty can guide young consumers to immerse themselves in content in a short time, turning passive viewing into active.On the other hand, in a tribute, let the brand see great commercial value.When it resonates with their emotions, raising their brand image also boosts their consumption.Second, the plot design, life, sci-fi and sand sculpture make marketing advertising more interesting.As we all know, marketing height can not be separated from the foundation of life!So in the marketing film, to see a familiar scene is 13 five-year plans, a small goal of 100 million. Isn't this exactly January 1st of every year, everyone likes the behavior of liflag?!Moreover, the five-year plan and a small goal of 100 million have been outstanding mantras among the younger population.Beauty uses these life mantras to make the image of beauty more grounded and shape a new image for the new year.With the rapid development of science and technology, AI intelligence has become an integral part of our lives, AI payment, AI games, AI audio ... The use of beauty"AI intelligence" this point, to create a virtual high-tech venue, dramatized the parents and children in the Spring Festival between the "contest."Dotted with sand sculpture, this comedy is the waySuccessfully avoided the sensational approach, the rhythm of flying, to restrain excessive sensationalism, it has to be said that this is a high-level marketing means。On the other level,Implicitly expressed AI people only "body" without "heart", although perfect but no temperature. Beauty seizes this point, the Spring Festival home experience and brand advocacy closely combined to achieve the "body and mind with home" theme dissemination.The soft poke of affection can trigger young consumers, family members to get along with the pattern of thinking, so that they know how to cherish the two generations together time, pay attention to each other's communication.In the home appliance market, more and more attention to science and technology. Many brands in the marketing process, too hard to promote their own products, can be the opposite of the United States.Throughout the marketing video,Can see that the beauty of the products are naturally appear in front of the camera, the brand did not transition to its products rendering, so let users feel that the United States is a different brand, very warm image。From the United States of America's marketing to understand, how to let consumers from a large number of products to choose their own products, is also a worthy of thinking about the creation of things.The advertising era based solely on promoting product functions is over, and we really need to learn to draw the essence from life,Flower style changes, in order to meet the young consumer's "freshness" taste, pry their hearts, build effective and lasting communication channels.Copyright and business cooperation please add QQ / WeChat: 2881339630
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