Ads that don't need ads? NetEase strictly selected and divine operation!
The following article comes from the front page of the brand Author Lin Chuan
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Author. | Linchuan
Source . . Brand front page
We come into contact with a lot of ads every day, but have you ever seen a "no ads" billboard?
No ink and printing, not even a "card", but the effect of the unexpected "blank" billboards, recently spread in the advertising circle.
This is NetEase strictly selected in the "Strictly Select China" project for the commercial glacier water design of outdoor billboards.
Behind the ads that "we don't need ads", what's hidden is NetEase's clever idea of pre-burying "quality":
Take the remarkable nature of heaven as a direct advertising screen, to "leave white" to trigger the curiosity of the audience, to create a product trust endorsement of the "natural engine."
The "Strictly Selected China" project is a large-scale cultural traceability project launched by NetEase in 2020.
Yan selected through the deep into all corners of China to find high-quality raw materials, traditional culture and craftsmanship, for consumers to explore more high-quality, cultural goods, and through a series of micro-documentaries to present the story behind the goods to consumers.
In how to tell a good quality story, NetEase strict selection provides a good demonstration.
Story Marketing Native Communication:
Tell quality stories and make marketing more persuasive
On September 14th, the third issue of "Strictly Selected China" was officially launched, "Sacred Tibetans, Secrets of Treasured Water".
This time NetEase was strictly selectedWith the belief of exploring the treasures and good things into the Qinghai-Tibet Plateau, which involves a water conservation and craft heritage story.
The documentary not only expresses the respect for nature and water keepers, but also offers the audience a pure, clean and natural visual landscape of the Qinghai-Tibet Plateau.
Click to watch the third issue of "Strictly Selected China"
The Secrets of sacred treasures and water
Glacial water is precious "expensive" in the water source, it comes from the main peak of 7162 meters above sea level Ingqing Tangula Mountain.
Before the production of water to take water, this task falls on net easy to strictly select water quality tester Rob Renqing and water keeper grandfather Shiren body.
It became a belief that Grandpa would salute Buddha every day after taking water.
Glacier water can continue to be "pure", can not be separated from Grandpa's pious protection.
Grandpa's belief in "water-keeping" also infected Rob Renqing, forming a serious attitude towards water quality testing.
Abundant snow water creates another treasure, the green wine.
Qingyu wine master Tian has master's music cheats, that is, the natural green wine melt glacier snow field water, and then after the "steaming and burning four clear" link, and finally let the green wine molding, the rest of the matter will be handed over to time.
Tian has master this time with the green wine and master together, as the last time to make music autumn brewing ceremony sense.
In addition to the story is infectious, in terms of shooting skills, NetEase strictly choose ulterior motives, in the local close-up, vision, slow-motion back and forth switching.
For example, the film to slow-motion shooting mountains, expressing the awe of nature and praise;
You can see that the flowing stream, in a close-up lens, shows a 100 percent pure and dynamic aesthetic.
The film shows all-round, multi-angle display of the Qinghai-Tibet Plateau sky so blue, water so clear, so that every frame looks like wallpaper.
Strict selection all rely on lens language to speak to the product, people unconsciously produce the Tibetan glacier water from the water association.
In addition, in the narrative skills, "Strictly Selected China" did two points:
One is to let the experiencer voice, avoid the whole process with a strict selection of perspective narration narrative, so that the story presents a richer protagonist.
The language of those who have experienced it, such as "water keeper" and "master of music making", is the most persuasive.
Therefore, through the mouth of the experience, to convey the water-keeping faith and skill heritage attitude, increase the interactive and authoritative documentary.
Second, multi-view narrative, enhance the viewing of the content.
Tibet says yesThe documentary about treasure, it is also to the natural ecological geographical environment and other elements as a carrier to tell, the combination of nature and humanity seamless：
Some people live in harmony with nature, there is a 4 a.m. persistence, there is the feelings of the master of music making, diversified elements to make the content full up.
At this time, the audience in the viewing process is no longer just to accept the product message, but to harvest "related to me" persistence and feelings.
The last thing we see is a treasure with blood and flesh, a worldly treasure,To the pure to the pure glacier water, mellow green wine is only a treasure visible to the naked eye, the awe of nature, the legacy of the former, is the greatest spiritual treasure.
NetEase strictly selected the use of native, more valuable documentary communication, with a broader perspective on glacier water and green wine, sharing the status and culture of glacial water, the documentary and brand content of the boundaries blurred.
Compared with the simple accumulation of selling points, NetEase strictly choose to rely on fresh, persuasive language, so that products into the content of intangible - the "quality" brand image and Tibet glacier water "pure and pollution-free" character branded in the content, implanted in the hearts of users;
To achieve quality communication with story marketing, and better strengthen the audience's understanding of the "strict selection" brand concept.
Reverse thinking reverse marketing:
Create a "nothing to win" billboard,
Leave white art interpretation quality
In order to highlight the quality of high-quality water sources in glacial water,NetEase, in coalition with the People's Government of Donxiong County, Tibet, placed "blank" billboards and outdoor advertisements in the three areas where water flows through glaciers, wetlands and sacred lakes.
The picture uses the ultimate performance technique - leave white, naturally integrated into the frame of the scenery is the advertising screen;
In the paper performance, the same "we do not need advertising", but stressed that nature is the best advertising concept.
Leave white here, simple but not simple.
Is the so-called "one side of water and soil to support one side of the people", NetEase strictly selected so intent is also to express:
"What kind of water breeds what kind of products."
NetEase strictly selected the most natural natural landscape as the advertising image, reflecting the "pure" characteristics of Tibetan glacier water.
Let nature be the best endorsement, so that the product strength is undoubtedly more convincing.
This creative form of advertising, people can not help but think of NetEase strictly selected during the outbreak of the "advise you not to look at advertising" adsReverse marketing thinking to consumers to convey a sincere brand concept.
Under the control of the traditional mode of thinking, the brand will push the advertisement directly to the consumer, and the audience will also produce aesthetic fatigue to the traditional marketing which is becoming homogenized.
But.NetEase strictly selected the strategy of winning by odd tricks, breaking the inherent mode of thinking and breaking through the normal.
The best advertising is not between too much ink and ink, but "no painting everywhere is a wonderful situation."
Nothing is better than the rhyme of things, so that the treasure glacier water advertising added a few connotations, more able to form the resonance of quality values.
It is worth mentioning that NetEase's strictly selected billboards can be supported by the government of Tibet's Donxiong County becauseNetEase strictly choose to jump away from the practice of simply taking goods or brand, but the social value and economic value of organic integration.
On the one hand, through traffic tilt and resource support to promote Tibet's special products, to help promote the development of Tibet's economy;
On the other hand, with documentaries and billboards as the carrier, showing the "clean soil of faith and soul" in Tibet,People deeply feel the protection of "the world's last piece of clean land" all kinds of difficult, awakened the public to protect the Tibetan environment of social knowledge.
Value identity building
NetEase strictly selected to deepen the "quality" concept
Marketing guru Philip Kotler once said,"Story marketing is the process of consumers feeling the storyline, subtly completing the implantation of brand information in the consumer's mind."
At the time, quality consumption is quietly taking shape，Consumers don't just value value for money，But increasingly concerned with self-worth, from "essential" to "quality" consumption transfer.
According to Aurora's 2020 Quality of Life Consumer Insights Report, young people today will not only enjoy more "picking", nearly 50% of users said that as long as the product quality is good enough, can accept high prices;
Nearly 90% of users believe that boutique e-commerce shopping time is less than integrated e-commerce.
This also means that brands have to tell a good product quality story, from "wide and informable" to "wide and cognitive" transfer.
Based on this insight, NetEase strictly selected across the north and south to find things, willChoose good things and live with your heart.The brand concept, through the story "knowledge grass" way of output.
Let consumers see the source of their quality, know it and know why, with traceable content to empower the brand value concept, and effectively establish the depth of influence between the brand and consumers and long-term trust.
Each episode unfolds from the roots of urban culture:
The first episode to Hangzhou West Lake Longjing as the main body, from the senior fried tea master Hu fried tea, to Ayu pick tea ... Share the story of Hangzhou people's fried tea skills, bring out the unique quality of West Lake Longjing;
The second episode presents the Guangzhou flavor outside the pot, in lao Guang's pickyness of the original taste, telling how they stick to the old Guangyuan flavor, passing a good pot to determine the soul of food....
NetEase strictly selected according to the "by the city and people, by people and things" narrative logic, mining the production process behind the good things, humanistic spirit, etc. , to enlarge the value of each strictly selected good things, to give the product humanity.
Therefore, each good thing carries not only material, but also like a good story, is the city's heavy human carrier.
Marketing communication is the brand's "trust."
The ultimate goal of strict story marketing is not simply to let consumers remember the story;
Instead, the documentary story is attached to the product, through the culture, the city and other links of shaping, so that consumers through the story of the "good things" have an intuitive understanding, but also the strict selection of "good things" values to produce deep recognition.
In the pan-entertainment marketing has become the trend of the moment, NetEase strictly choose to adhere to the return to the original heart, with a serious attitude to interpret urban life, step by step guide consumers on the quality of life feelings.
Conclusion
With the traditional marketing methods to consumer attraction gradually decline, brands can no longer limit marketing short-sightedness, focus only on immediate short-term benefits, limit the production and promotion of products, ignore the precipitation of trust assets.
NetEase is undoubtedly exploring the "trust-building" communication path, around the brand IP trust value transmission：
From the observer's real point of view, the characteristic stories of different cities are presented in series according to the unified narrative logic, and the cultural life style and the emotional common feelings of specific urban groups are recorded, so as to realize the diversity and unity of the "strictly selected" stories with visual and serialized planning.Continuously build brand assets and user trust assets.
Unlike the previous two issues of "Strictly Selected China", this time we also saw the addition of external brands such as The Strictly Selected China, which clearly saw the value of the content trust of "Strictly Selected China".
High-quality content can often form a brand effect, to a certain extent, which also shows that the "Strictly Selected China" IP effect has been gradually formed.
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