Coquettish Rebirth

() Here, after sending Spielberg away, Jia Hongjian started preparing to shoot a mobile phone commercial.Huaxia Hi-Tech has already done a series of advertisements for this mobile phone before, but the previous advertisements are actually just a warm-up. The reader knows that this phone has this function, but such an advertisement is not a "promotional" advertisement!

In one of Jia Hongjian's ideas, advertising is a "warm-up" thing before a new marketing stage comes. Since this thing is a warm-up for different sales models in each stage, it is natural It is necessary to make a different professional style.However, ordinary companies do not do this in this regard. They usually try their best to implement this different marketing model on the spot, and then only occasionally change their advertisements. Awards and such.They don't have the ability to change an advertisement in a month or two at any time without Huaxia Hi-Tech, which probably has something to do with the fact that they don't have their own TV station. . .

What kind of promotional advertisement does Jia Hongjian want to make here?In general, it is an ad that makes people smile knowingly.For example, now Jia Hongjian thinks of a group of people having a meeting in the office, there are white people, black people, yellow people, etc., and then one person is late.After he entered the office, he took out a new mobile phone from his pocket and showed it to everyone, "The PHS mobile phone allocated to me by the company just now had coffee sprinkled on it, so it couldn't be used anymore, so the technical department replaced it with this one. Huaxia Hi-Tech's latest product, mobile phone number zero." Then, the young man put the mobile phone on the table, and at this moment the ringtone of the mobile phone suddenly flickered, and then a text message came!At this time, everyone in the office looked at the young man's phone in surprise, as if surprised that his phone could flash colorful lights before text messages came!So in an instant, the whole office was full of intentional or unintentional behaviors of putting coffee on their mobile phones. Finally, after the group of people glanced at each other, they found that everyone had done this together. A girl suggested. "I think we should go to the technical department in batches..." . .

Such an advertising idea.Of course, it can make the common people discover the hidden meaning conveyed in this advertisement, that is, such a thing is indeed fashionable, and it is indeed what everyone wants, even if a childish person deliberately breaks the old mobile phone in order to get this new mobile phone. get!Such an advertising idea.Fundamentally speaking, it is the same as the advertisement for the music pod launched by Huaxia Hi-Tech before.A kid for a music pod.Knocked out his Walkman with a hammer.These two advertisements, in fact, quietly instilled a concept in the minds of the audience through a childish behavior.That's what everyone wants!

However, after thinking about an advertising idea, there are still many steps before the successful filming and screening for consumers. The simplest one is to consider whether the idea of ​​the advertising film is suitable. This absolutely needs to be reviewed and checked.Now Jia Hongjian is working on this. His advertising idea, if it sounds nice, is the result of a flash of inspiration.It is undeniable that the result of brainstorming often comes up with rubbish ideas. At least now he is considering whether a certain point in this idea is suitable for his idea. This scene should be similar to one in the future Huaxia Hi-Tech Building. The office, and the people who have meetings in the office must be rich, handsome, white, rich and beautiful. Everyone in suits and leather shoes is full of the feeling of high-end business people in the 21st century.

But does such a group of people conform to the consumer aesthetics of this era?In this era, there are still relatively few joint ventures and foreign-funded enterprises, and of course white-collar workers only occupy a very small share of the labor force.So can ordinary people be brought into such a role?Will ordinary people really be touched when they see such an advertisement?You must know that advertisements are often the same as TV dramas, so you need to pay attention to a sense of substitution. For TV dramas, they either shoot the stories of the parents around the people, or the things around them. These are the ones that are filmed for housewives in China. Mother-in-law and daughter-in-law dramas are either filming things that ordinary people are not familiar with, such as the situation in the White House in the United States, and political insider dramas, such as various weird love idol dramas, which make girls full of unfamiliar rich and handsome. fantasy.

The same is true for commercials. Can’t you film a group of aliens drinking tap water and drinking all kinds of highs in commercials for humans?People on earth will definitely find it incomprehensible when they see this scene, so they cannot absorb or comprehend it.As for advertising, no matter how creative it is, it is useless if it cannot match the thinking frequency of consumers.Just like at the beginning of the 21st century, Jia Hongjian once saw a series of nonsensical advertisements for "The King of Tea".This commercial is really creative. For example, a hero during the Red Revolution sent a telegram or something, which made people think it was an anti-Japanese war movie, and even the color of the lens was made to be the same as the old movie. In the blink of an eye, this The actor picked up a bottle of tea king...

This series of advertisements really made Jia Hongjian feel that Zhou Xingx's nonsensical style, almost completely unrelated things were combined into an advertisement, which really made young people feel that this company is interesting, this product interesting!But when it comes to sales, such a product sold poorly in those years. Even when Jia Hongjian went to the supermarket to buy drinks in the summer, he never saw anyone pay with a tea king!

Not even talking about others, Jia Hongjian himself has never bought tea. In his opinion, this advertisement is interesting and needs to be praised, but how the product is is another matter. Their advertisement is not included in the film. He talked about the quality, didn't say how the taste was, and didn't know anything, did Jia Hongjian buy it just because he had a good impression?How can it be!This is why after Jia Hongjian made a product, he tried his best to lure consumers' shopping desires in the advertisements, making them feel that this product is indeed what they need, instead of just retaining a kind of desire for shopping. The favor of Huaxia Hi-Tech.

Perhaps it was because such nonsensical advertisements were really ineffective in the end, at least when Jia Hongjian saw the Chaliwang advertisements in later generations, he took the normal route and began to return to the way of other tea drinks.From this point of view, Chaliwang’s previous advertisements were a failure, because he has broken away from consumers’ acceptance of advertisements. It can be said that they did not convey the information they wanted to convey in advertisements. It can be seen that the planning department of the advertisement is very nonsensical, that's all.

Of course, Jia Hung-chien did not want his advertisement to be reduced to this point. You must know that the product of Cha Li Wang is not a small company, but a product of the unified company in Dawan!Even this advertisement was made by the internationally renowned Ogilvy & Mather Company!Such a well-known regional and international well-known strong alliance can defeat Maicheng, how can he carelessly, Jia Hongjian?

In his opinion, most people in this era work in state-owned enterprises or government agencies. To put it bluntly, the living environment is relatively single and unified, and the scene in the office is definitely different from the scene in the office building in the 21st century.If you see a group of people wearing short-sleeved shirts with the hem of the shirts tucked into their trousers, and then a group of people smoking cigarettes and drinking tea for a meeting, the environment is still an old building with several floors, and the desks in the conference room look like It’s been a while, and this is what Chinese society should look like now.Ordinary people will never feel "familiar" when they see suits and leather shoes and office buildings.

In this way, we are faced with a problem, whether to carry out "localization"?Is it like Nike’s 21st century localized advertisement, which transforms the scene of foreign stars playing ball into some students playing on a country road, and then regards the utility pole repairer’s back basket as a localized advertisement for a basket?In the Nike advertisements in the 21st century, the localization was quite successful. It really transformed the content on the international court into the content around the common people. Holding the shaft between the two wheels of the trolley that was dismantled, he lifted it up as if he were lifting a weight.Or maybe it was the boy who delivered flowers downstairs in the old girls' dormitory, and the girl who was walked out didn't ask 21, and just fell to the ground with a judo.

Nike's ad, of course, is completely localized and completely familiar, so should Huaxia Hi-Tech's ad be changed to this?A group of people sat in the office of the government office, reading, smoking and drinking tea, and then a young man's mobile phone spilled water, and the family agreed to replace it with a new one, and then everyone in the office poured tea on their PHS?It seems interesting to do this, but it doesn't seem to fit Jia Hongjian's positioning of "zero" for color screen mobile phones.

This "zero" mobile phone, in addition to testing the color screen, multi-chord, and ringing functions on the bright side, Jia Hongjian recently thought about it, a bit like trying to see if he can imitate the marketing strategy of the future iPhone, which is to use the mobile phone It makes people feel very fashionable and popular. It adds a lot of added value of vanity. It makes people think that if you buy this thing, you are a super person. If you buy this thing, you will not be a fool!

Although later generations of iphones have become arcade machines, and even many idiot fans have been ridiculed in various ways, but as a businessman, we have to admit that Apple's marketing strategy is still awesome!The effect is still good!Even after Jobs promoted the iphone and ipad, he also incidentally increased the sales of various Apple products, such as notebooks and computers. Gao Fushuai is the same as the one used by Bai Fumei!

Jia Hongjian also wanted to try this kind of marketing strategy. After all, who doesn't want to make more money?But if you want to try, it seems that it is not very appropriate to simply localize and localize.It seems that only by keeping a little distance from ordinary people like Gao Fushuai and Bai Fumei, can we produce that hazy beauty and make people think day and night... (To be continued.)