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Author . . Li Dongyang (Chief Marketing Officer)

Source . . Chief Marketing Officer (ID: cmo1967)

Recently, the chocolate brand Shili rack for the new product cool Shili rack to create a creative TVC, spokesman Wang Junkai exit.

Wang Junkais li rack cool attack

After watching TVC, I believe that many people, like me, have a similar feeling about this advertising idea.

That's right, from Yao Ming "transformed" on the basketball court, to Lin's sister Jiang Mengxuan "transformed" on the football field, the long-talked-about Tang monk Luo Jiaying "transformed", the weak wind xu Xianye child "transformed", the Chinese princess, to this time Wang Junkai and so on.

Over the years, the spokesman of the taxi rack has been changing, but the same is the familiar "hungry goods, come to the taxi rack!" "," slogan: Sweep hunger and be yourself! "and the advertising ideas that go with it.

It is appropriate to describe the idea of "transforming" with iron and the spokesman of running water.

However, it is curious why the Sli rack will continue an idea for so many years? What's behind it?

Brand business strategy determines where creativity goes

The output of the global communication concept of the Sli rack

The topic also starts with the difficult situation that Sli racks used to be.

As the market becomes saturated, Sli racks must also face stagnant sales growth and declining market share.

Especially from 2007 to 2009, Sli rack sales growth has been lagging behind the rest of the world's chocolate brands, although sales are rising, market share is being lost.

At that time, if this situation is not changed, Sli rack will lose its status as the world's leading chocolate sales.

In order to improve marketing and communication effectiveness, Mars decided to find a new strategic direction for the taxi stand. As a result, Sli racks identified three major brand opportunities:

First, build a larger and more powerful creative platform.

Second, establish broader internal participation and implementation. Get marketers around the world to accept and work around an idea.

Third, to drive economies of scale in a more global way.Realize economies of scale in a more focused and global way for brand and communications development.

Based on this, Slied expands the brand's target audience from men to connect everyone with a whole new perspective and story.

There has also been a radical shift in communication patterns and objectives.

By linking consumer behavior to brands and "the nature of the product", communication thinking is distilled into a truth that is universally applicable to humanity:

When you are hungry, you are no longer you. And when you're no longer who you are, the way you behave as a man changes.

With a universal emotional appeal - "hunger" to establish a feeling closely related to the vast number of consumers.

Thus, "sweeping hunger, be yourself" as a global communication concept of the Sliver frame was put forward, through the way of content sharing to achieve global integration and dissemination.

At a specific executive level, Slim uses this concept to inspire unlimited creativity and drive it to be immediately available in all markets around the world.

In the end, from the United States, Russia, Brazil to China, from Germany to Dubai, the myth of "sweeping hunger and being yourself" continued.

In the first year of advertising, with the help of the idea of "sweeping hunger and making yourself", Sliver's global sales rose 15.9 per cent, with 56 of the 58 operating markets seeing an increase in their share.

It wasn't long before Sligo overtook Trident Gum and Mars' own brand, M.M., to become the world's best-selling dessert snack.

The advertising circle once circulated the saying: If you see a brand of advertising for a long time, then there is no other reason, is because this advertisement is effective.

The same is true of the "Transformed" series of advertisements, which have been in the Chinese market for many years.

Advertising is a repetitive art

Insight into the nature of advertising competes for the attention of consumers

Really insightful brand, can combine the psychological appeal of consumers, in a long period of time to carry out a reasonable and effective marketing layout, so that the brand's communication power and good feelings to maximize the effect.

If the unity of the global marketing strategy of shili rack is the external factor of "sweeping hunger and making itself" creative for many years, then its pursuit of the essence of advertising is the internal cause of its "unchanged".

Let's start by setting up a point of view:Consumers' time is limited.

As a result, people tend to focus more on things that make more sense to themselves over a limited period of time.

And advertising for the vast majority of people, basically meaningless, very few people will take the initiative to find ads to appreciate, but after seeing ads, habitual avoidance.

Based on this, all the ideas, production and delivery theory of advertising, that is, to "fight for the attention of consumers" as the core, first let consumers pay attention to their ads, and receive as much advertising information as possible.

So one of the essences of advertising is to compete for consumers' attention and let them see them;

There are probably two ways to compete for consumer attention:

First, the idea of a particular explosion.

Second, non-stop encroaching on consumer time.

But more crucially, good ideas, consumer memories are fragile and unsustainable - in people's memories, your brand is often on the verge of being forgotten.

And chocolate, unlike other necessities of life, is an "impulsive" commodity, very alternative.

Therefore, it is necessary to play the "advertising is a repetitive art" nature.

If you want advertising to be as effective as it should be, you must also keep and frequently encroaching on consumers' time so that they can see you, remember you, or even forget you.

But here's another problem: frequently encroaching on consumers' entertainment, leisure time, and good ideas, will also be hated by consumers.

Therefore, we see that in order to keep the freshness of the advertisement, we have been constantly changing the spokesman.

And at the creative level, while always adhering to the concept of "sweeping hunger, be yourself", but at the executive level to do specific fine-tuning.

That's why it's avoiding the same repetitive art of advertising as it is to the extreme but to the name-calling brain platinum.

From this point of view, the "transformed" campaign is a continuous competition for consumer attention under the guidance of the theory that "advertising is a repetitive art".

Adhere to the principle of advertising consistency

Reduce brand awareness resistance

The communication environment often determines the form of creativity.

In the face of the current marketing environment, fragmentation is a major feature, channels in fragmentation, scene fragmentation, content is also fragmentation.

Compared to these uncontrollable "fragmentations", what brands can do is control themselves only at the creative and strategic levels.

Obviously, Sliver adheres to the principle of advertising consistency against the trend of fragmentation of the times. Thus, by maximizing the formation of continuous visual auditory stimulation, the audience has a desire to buy.

Moreover, compared with a single ad, the series strategy has creative continuity, the extension of time and space, and the difference of multiple media projects.

That's why it's far more durable and effective than a single ad in brand communication.

I want to answer this question, but it also depends on what the brand's ultimate purpose is to be creative.

Brand daily hollowing out the mind to drill camp advertising ideas, in the end what is the pursuit?Moved consumers?A more perfect expression of brand ideas?Or do you want to attract more social attention?

I think the purpose of advertising creativity is to reduce the cost of brand communication.

In the communication logic of the taxi rack, always adhere to the "penetration" as the king.

Because the key to brand sales growth is whether it can penetrate and attract more consumers, which is also one of the core objectives of the transformation of the brand's business strategy.

Allowing consumers to choose you from a wide range of products of the same type is a necessary condition to reduce the cost of brand communication and choice.

The "familiar effect" theory holds that a person tends to like and get used to what he is familiar with, but has a negative opinion of what he is not familiar with.

Back to the topic of Shili rack, under the established premise of Shili rack global brand strategy, it chose the most secure way - to follow the "familiar effect".

By a good idea of continuous unity of interpretation, in order to form and kernel consistency with consumers to establish a "familiar" relationship.

To spread "subtract" to reduce the cognitive impairment and communication resistance of consumer information, reduce consumers' consumer concerns, so as to strongly promote the user's consumption behavior.

Conclusion

Brands often feel that consumers are fable and forgetful.Creative activities that take months to create often only win them a minute to move.

A key question arises:How do you stretch the life cycle of your ad ideas?

The answer is to create a series of advertising ideas.Let the ads, like American dramas, be extended from season to season.

Obviously, there is such awareness in the taxi stand.Create a brand-lasting IP by creating a series of creative ads.

Through this method of continuing creative life, we build a unique brand asset. 

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