Long goose
Case:Because this year's Mid-Autumn Festival coincides with the National Day, advertisers have become more diversified in their marketing of the Mid-Autumn Festival. Not only are there regular operations like mooncakes, but there are many innovative offline experiences.When it comes to the Mid-Autumn Festival, people think of the beautiful mythological story of the moon, so Tencent's naughty mid-autumn festival has turned Tencent's penguin mascot into a "long goose". Because of the "long goose" and "Yu" sound of the use of the current popular harmonic terrier, coupled with the body was elongation of the image of Tencent penguins funny, caused a lot of netizens love.In front of Tencent's Binhai Building, there is not only an increased version of the inflatable "long goose" flying in the wind, but also a horizontal "long goose" image to wish passers-by a happy Mid-Autumn Festival. Tencent has also launched the "Long Goose" doll in its "Long Goose Store". It doesn't matter if you can't watch "Long Goose" offline, Tencent has launched an online version of "Long Goose" in public, so long as the user blows at the screen, you can see the "Long Goose" on the screen swaying non-stop.Comments:This year Tencent's borrowing for the Mid-Autumn Festival is a preserve of tradition and humor. The use of the popular harmonic terrier and the strange mascot, once again captured the hearts of young people. Tencent successfully by virtue of one after another sand sculpture advertising and sand sculpture operation by the netizens love, opened up the channel of communication with young people.
Pick-up plan
Case:Do you know how many non-cultural material heritages each year have with strange words, which are gradually disappearing because of the difficulty of spreading them? In order to let everyone know from the strange words to gradually understand these non-cultural material heritage, Tmall New Creative launched the "Tmall Pick-up Program."In the collection plan, Tmall new creation jointly with many brands to launch the non-relict protection of the non-relict characters, these non-relict characters, with rap, trend singles and other young forms of packaging, to artistic present to the world. From this to create a "non-isolated, from the understanding of these strange words began" heritage concept.At the event, Tmall's new wen-creative Joint Liangyu Museum held an offline exhibition on understanding the strange words and made posters of the strange words. Also jointly with Amoussi, Senma and other brands launched with the strange word-related packaging, clothing, accessories and so on. Peking University students will also Pingyao push the lacquer decoration, Changding Gongyu blow, Wenzhou blue sandwich skills, Jingzhou Miao song 鼟 and other non-relict culture into rap, to create a non-relict version of the song.Comments:Spreading the intangible heritage and the strange words in it in a way that modern young people like will undoubtedly deepen everyone's understanding of traditional Chinese skills. When the content of communication is easily accepted by all, it is no longer difficult to spread and protect these traditional Chinese cultures.
Rumors shatter the calendar
Case:Rumors not only deviate our cognition, but also affect the lives of those around us at all times. It must have been that many young people have experienced helpless rumors from their elders that "these two foods are carcinogenic together" and "use this method to keep colds away from you". When we face rumors, the best way is to crush them and tell the truth.Recently, fruit shell and the federal horse walking art institutions jointly created a "rumour crushing calendar." The fruit shell put 365 of the most iconic rumors into the calendar. The body of the installation calendar was designed in the style of a retro typewriter. Depending on the date of day, consumers can manually rotate the body button to crush the rumor and roll out real scientific content.If the calendar is used, this shredder can still be retained, consumers can be daily bad information or do not want to see the diary, file into the shredder to smash, leaving a good mood for themselves.Comments:The "rumour crushing calendar" can gain scientific knowledge for users to break rumors, which is consistent with the generic scientific positioning of the fruit shell website itself. Shredders use practical actions to eliminate the atmosphere affected by rumors for consumers while both art and use of design.
The old driver helped me
Case:Earthy advertising, sand sculpture style, retro atmosphere seems to have become a popular advertising essential elements. After the major brands tried and failed, the drop also embarked on this "no return road".Recently, drip driving launched a retro sand carving wind promotional film "old driver help me" to promote drip driving all-round service. In the advertisement, the drip-drip driving master of the nature of the show, wearing a green work clothes wearing big red flowers, shouting in unannounced their professional services and peace of mind driving technology. In addition, the promotional film also identified a variety of functions of drip driving, not only drunk lost can be used, traffic jams lose patience can also be used. At the end of the propaganda film, the drop-driver also played the impeachment screen on his own, using the words "reliable" and "rest assured" to evaluate the drip-drip driving service and the driving master.Comments:Although the drop-to-drop ad in this sand sculpture style obviously follows the current audience's favorite advertising style, but the promotional film clearly tells the content that the brand needs to convey without giving the audience a repugnant. Compared with the past, the promotional film of this drip-drip ride has produced a significant change from lyrical wind to sand carving style, which can be counted as nothing.
Masterpieces cosplay
Case:As one of the world's largest art treasures, the Louvre is sure to be coveted for its world-famous paintings and sculptures. While it's a pity that we haven't seen these real ones yet, the animals at Ali Zoo collectively turned soul coser to imitate the famous paintings.September 29 is the Louvre Tmall Super Brand Day, in order to meet the Louvre's first Visit to China, Tmall launched the "Lufu Fuxin" Louvre painting imitation contest activities, Ali Zoo animals Tmall, Youku, idle fish, flowers, hungry, shrimp rice music and so on have participated. In the poster, Tmall Cospaly features the famous painting "The Smile of the Mona Lisa", the Sphinity, and the sculpture "The Goddess of Victory of Samotlas". As the Louvre's domestic exclusive authorized partner, Ali Fish cosplay the famous painting "Portrait of Louis XIV."Comments:Ali Zoo's animals play with some of the most classic paintings and sculptures in the Louvre, conveying the luscque art to consumers. Ali's sloppy imitations have made people laugh, raising awareness of louvre Superbrand Day.
A billboard that is "eaten"
Case:Outdoor advertising can be simple and clear to let people see the advertisers want to convey the content, then the broken outdoor advertising will not be more attention? The answer is, of course, yes.McDonald's Paris has recently caused a stir with its "mutilated" outdoor billboards. Billboards for French fries, hamburgers and other different shapes of McDonald's products, the common thing is that there are "bite" marks. The products on these outdoor billboards are missing parts to varying degrees, and the lack of neat "tooth marks" in the parts makes these billboards look like they've been "eaten."In addition to incomplete products, McDonald's has been "eaten" outdoor advertising without any advertising, slogan and brand logo. Although there is no product-related advertising content, but McDonald's outdoor advertising let people immediately think of this is McDonald's delicious products.Comments:McDonald's Paris this outdoor advertising, through the characteristics of the product so that consumers think of the McDonald's brand itself. The "bitten" outdoor advertising is unique in shape, quickly attracting attention while showing the deliciousness of McDonald's products.
Tomorrow starts tonight
Case:Insomnia has become a major problem for middle-aged and young people because of the fast pace of life and the pressure of work. Persistent insomnia can also bring a series of hidden dangers to people's health. Therefore, it is imperative to pay attention to sleep problems.Recently, IKEA UK has brought its perspective to sleep problems. In the latest set of product posters, IKEA UK pours pillows out of sleeping pill bottles, energy drink cans pour out no longer functional drinks but soft white sheets, and late cream bottles are stacked with cups.IKEA UK has named the series "Tomorrow starts tonight" in an attempt to convey that it is better to try IKEA bedding than to improve sleep problems with drugs and health products. Comfortable IKEA products provide quality sleep services for people.Comments:IKEA UK has launched posters on the impact of "insomnia" on people's daily lives. The poster expresses the characteristics of IKEA products with seemingly humorous content. IKEA offers the answer to the problem, which is easier to please consumers than to talk positively about the harms.
Twitter reminds you to wear a mask
Case:While foreigners are still struggling with the need to wear masks during the outbreak, Twitter has turned important tips for wearing masks into outdoor ads in every corner of the city.Twitter's outdoor advertising comes from users' creation of mask content, which Twitter has selected for outdoor advertising. "The good thing about wearing a mask is that I can sing on my own but I don't look like a fool." "If you don't wear a mask, don't blame me for the bad breath you have. " The mask is worn above the nose. Hey, the mask is good, it's the new way to get in touch. "These UGC content was posted on Twitter on ships, walls and outdoor billboards to remind people of the importance of wearing masks anytime, anywhere.Comments:Twitter reminds people to wear masks in the form of outdoor ads. The unique UGC content inspires user co-creation while highlighting the attributes of the Twitter platform and increasing the understanding and importance of Tivtter. Using UGC content as a paper, Twitter doesn't have to be a headache for advertising, it doesn't have to be upset about showing content that has nothing to do with Twitter, and it does a public service.
Hunger insurance
Case:Studies have shown that people lose focus and lose their judgment when they are hungry, which makes hungry people more likely to make mistakes and mistakes. So to help people cope with their mistakes and make sure they don't happen again, Scr. has launched the only service that provides insurance against mistakes made by users when they're hungry - "hunger insurance."Whether it's losing a key or forgetting a wedding anniversary, as long as you can prove you're hungry, you'll get a free taxi stand. To make a claim, customers need to log on to the website, talk to the Hunger Insurance chatbot, and provide details of their hunger mistakes to get a ticket to the taxi stand. The robot was developed in collaboration with taxi racks, insurance insurers, and risk analysts, and generated an algorithm for evaluating claims , taking into account factors such as time of day, mood, location, frequency and severity of errors. Together, these factors provide a unique amount of compensation for each individual claim. Thousands of keywords related to hundreds of hunger-related incidents have been analysed, and the greater the error, the greater the compensation for the taxi stand, ranging from two to 50.According to official figures from Sli racks, weekly sales of Sli racks increased by 18% during the event, while traffic at participating retail stores increased by 21% and brand associations associated with "hunger" rose by 30%.Comments:In the consumer's impression, "hunger" and "insurance" seem to be very different, the idea of combining the two is even less imagined. Sli rack will not become possible, "hunger insurance" was born, not only in line with the brand concept that Sli rack has always passed out "sweeping hunger", but also stimulate potential users of Sli rack products to buy desire.Donate your words
Case:According to the survey, more than 220,000 elderly people in the UK will be unable to communicate and talk to anyone for up to a week in 2019. This year, the situation of these elderly people has undoubtedly become worse as a result of the outbreak.In response, Cadly united with Age UK, a BRITISH charity, launched a "Donate Your Word" campaign, calling on consumers to "donate their own language" and spend time chatting and listening to the elderly in their lives. In the promotional video, several elderly people face the camera spitting grooves "Please don't ask me if I'm cold, don't ask me what time I go to bed, ask me some interesting stories about traveling around the world, such as how to kiss the planet's most famous rock star", these old people have bodybuilding champions, circus actors, they all have interesting stories worth listening to.Online, Cadley United Age UK has found the elderly most in need to spend the next few weeks and months hoping to remind them of their value to our society and inspire the public to help change the situation. Especially during the recent outbreak, more elderly people and their children were isolated, and older people were more likely than ever to face loneliness.Comments:In brand marketing campaigns, older people always seem to be overlooked, and Cadli's break with the rules has focused on older people. This activity, Cadley has both for the new crown epidemic of the elderly living conditions of the actual help, but also for the elderly long-term loneliness concerns, so that every consumer re-established the care of the elderly, accompany the elderly attention.V Case column of the week
The V Case of the Week is a successful marketing inventory and review of a selection of popular, fresh and creative cases that occur every week at home and abroad. If you have a cooler and more fun case,Welcome to our message or private letter, at the same time we also welcome you to contact us for an interview, we will send excellent reporters to communicate with you in depth.
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