How China Entertainment was developed

Chapter 395: The three-pronged strategy of product placement
“The most important thing is that the series [Transformers] is actually very similar to the two series [Jurassic Park] and [Jurassic World]. The protagonist is not so much a human being as a car, but the protagonist is a car. The difference with the [Jurassic] series is that there is no mature sales market for dinosaurs on the market, but the sales market for cars is huge and there is strong demand for publicity.”

After introducing this paragraph, Zhang Nan made a joke at the end.

The car brand owners sitting across from him also responded in a very cooperative manner.

Amidst waves of echoes, Zhang Nan set his sights on Buick, Volkswagen, Toyota... and other groups that are very dominant in the field of mid-range cars.

the reason is simple.

Ferrari, Rolls-Royce, Porsche... and other luxury car brands may have high quality and a lot of money, but they are really far behind these car brands that are very dominant in mid-range car sales. It's still obvious.

After all, although luxury cars have high prices and huge profits, how many people can afford them?
Far less than the profits brought by small profits but quick turnover of mid-range cars.

Moreover, luxury car brands are far less eager for product placement than mid-range car brands.

Which mid-range brand doesn’t have the dream of becoming a luxury product?
Zhang Nan's introduction continued.

But the following introduction is not just empty talk, but also incorporates some technology.

A small 3D movie projection device.

Zhang Nan specifically asked Paramount to do this in order to make it easier for brands to more intuitively feel the charm of product placement in "Transformers 1".

"This is a 3D movie projection equipment, which I believe everyone is familiar with, so please wear the distributed glasses and watch the following video."

After finishing speaking, Zhang Nan took the lead in putting on his glasses, followed by other brands.

Then the curtains in the conference room were drawn, the lights were turned off, everything was dark, and then the small screen lit up slightly.

It's not a very special picture, it's just an ordinary car. At most, it was photographed more beautifully.

But the car was presented with a 3D effect, which slightly surprised everyone in the conference room.

Then Zhang Nan's explanation voice sounded.

"Everyone, how can we sell more cars of one type?"

After raising this question, Zhang Nan directly asked and answered himself, "There are many ways, such as packaging the car to make it full of stories, giving the car more value and appeal; or allowing customers to actually experience it. After seeing this car, the 4S store will have a sample car for viewing and test drive services; or it will let more customers know about this car and advertise it everywhere."

Then Zhang Nan took the first step and attacked the first method of selling cars by telling stories to increase added value.

“Wrapping a car and filling it with a story is a highly technical problem.

Because a car is not a person, it cannot sing, dance, or fall in love. It is just an industrial product. Maybe as time goes by, a car can be given more value, but that will take too long. "

Regarding Zhang Nan's remarks, many mid-range car brands looked at them silently, and a handful of high-end luxury car brands felt that Zhang Nan's words were quite right.

Zhang Nan was vaguely aware of the actions of many mid-range car brands, and waved his first move and continued: "But in the [Transformers] movie, the car is no longer just a car.

They are anthropomorphized, can transform, and have their own souls. Not to mention singing, dancing, and falling in love, they can even give birth to children.

Although these are all fake and filmed, are the stories packaged true?

I solemnly promise you here that as long as the money is available, what kind of character and story do you want to design for your new and old models-" At this point, Zhang Nan paused for a moment before continuing: “It’s not a problem. "

Under Zhang Nan's first move, many brands were already a little excited, and this excitement was amplified a lot in the dim environment.

Then Zhang Nan did not give these brands a chance to react, and directly attacked the second method of selling cars by testing and viewing prototypes.

“Directly bring customers to the 4S store to test drive prototypes, watch prototypes, and actually experience a car?

It's so hard, almost impossible.

But now we have 3D viewing technology, which can achieve this from another aspect. "

After finishing speaking, Zhang Nan started pressing the remote control in his hand.

Then the car with 3D visual effects on the small screen began to rotate, turn on the lights, and open the doors, and then the perspective directly entered the scene showing the interior of the car...

In short, this is a function that almost all brand car websites have built-in - 3D vehicle viewing.

But at this moment, Zhang Nan suddenly put it on the screen, and it was still displayed with 3D visual effects, and the effect was still very shocking.

A group of brand owners who were already very excited now find it even more difficult to control their emotions.

But Zhang Nan is not over yet, this is his second axe, and what follows is the last axe, which is also the most powerful axe.

An attack on the third model of widespread car sales with advertising.

“It is true that a large amount of advertising investment can improve sales performance.

But by investing $[-] million in advertising, can [-] million people see the ad?
I'm afraid not!

Even if [-] million people can see this advertisement, in today's era when advertisements are so abundant that they are annoying, how many people will still watch the advertisement seriously?How effective can it be? "

In response to Zhang Nan's questions, car brands collectively remained silent.

Because they have spent a lot of money on advertising over the years.

But the actual effect is that the output is far less than the input.

Zhang Nan didn't give the car brands much time to react, and continued to wave the final blow, saying: "But if you put the car into the movie, no audience will not take it seriously and look at the scene that they can only watch by paying for the ticket. Not even for a second.

Unless the movie is too bad, but since my debut, let alone the movies I have directed and starred in, the number of bad movies I have guest starred in is zero so far.

And compared with other advertisements, it is difficult to calculate the effectiveness based on data, but when advertising is embedded in our [Transformers], one ticket is a real number of views.

Paramount Pictures asked relevant experts to conduct calculations and concluded that:

For movies like "Transformers" that are strongly related to car brands, their effect on car promotion is that one US dollar at the box office is almost equivalent to one real person watching the advertisement.

Paramount and I estimate that the global box office of "Transformers" will be one billion US dollars. "

(End of this chapter)