Rebirth: My dad is too obedient

Chapter 124 Sunshine and a Simple Smile
In the late 1990s, Ren Jing and Fu Disheng became famous with the song "Dear Lover", and later released several "duet" songs.

They became the "No. 1 couple duet combination".

He has appeared on various TV stations' Spring Festival Galas many times, and his songs are widely sung and known to every household.

The most important thing is that their image of a "loving and sweet couple" is deeply rooted in people's hearts...

When the music of "Dear Lover" sounded in the conference room, several judges in the audience even began to sing along in their hearts.

Xu Chen paused the music MV:

"This is the spokesperson I recommend. There is no other alternative."

There was silence for a while.

Until Vice President Lu Wenhua said softly:
"it is good!"

Others then began to speak.

"It's really good!"

"It's a good fit to be a husband and wife spokesperson, and they are the most suitable among husband and wife spokespersons!"

"Compared to Gong Li, the cost should be much lower!"

……

Xu Chen smiled:
“Then comes the slogan part.

We have reached a consensus on the strategy, and the slogan needs to be consistent with the strategy.

Use the simplest words to complete product category education and tell users what Fuyangjie is, how to use it, and what benefits it has.

At the same time, it has a certain brainwashing attribute, it is catchy and memorable. "

Xu Chen flipped through the PPT and a line of words appeared on the screen.

"Women should be clean and take a bath to be healthier."

……

Several judges looked up, frowning in thought.

Xu Chen did not give them the opportunity to think or even ask questions, otherwise they would fall into some subtle textual traps.

Instead, he quickly switched into “persuasion” mode.

"Xixixi is to tell users what Fuyanjie is and how to use it."

“Being healthier means telling users why to use it, what the benefits are, and why to use it.”

"Take these five words together and you have completed the category education..."

“The hints and threats mentioned earlier are:

If you don’t use Fuyanjie or wash, you will be ‘unhealthy’…”

"And these five words are simple and catchy. You will never forget them no matter how many times you read or hear them..."

……

When you first look at it.

Several judges were not impressed.

Just because this sentence of five words looks ordinary.

But after Xu Chen's analysis, everyone couldn't help but nod their heads.

The most important thing is Xu Chen’s initial “strategic preparation”.

In fact, from the very first word of the proposal, this "slogan" has already been sold.

At this point, it is a natural progression.

Fang Jun turned to look at Xu Chen and suddenly found it a little funny.

She had already looked at this plan yesterday.

She doesn't understand advertising, but when she saw this slogan yesterday, she thought it was a "very ordinary" slogan.

Can't see anything outstanding or unique about it.

But after Xu Chen's remarks, looking at it again now, I feel that it is "exquisite and must be had"...

Fang Jun smiled helplessly in his heart.

What magic does this person have!

In just half an hour, Xu Chen seemed to have brainwashed himself just by talking...

After Xu Chen finished explaining the slogan, he also talked about the plan for the TV commercial.

The 30-second commercial also follows the previous strategy and is a natural progression.

"I use Fuyangjie, which cools and kills bacteria in 5 seconds...

Clean and refreshing, Fuyangjie is healthier..."

In a blink of an eye, Xu Chen had turned to the last page of the plan:
【Thank you for listening】

There was a brief silence for a while.

Then Lu Wenhua raised his hands and clapped.

Then, applause broke out.

Perhaps driven by the atmosphere, in addition to the people from the brand, Fang Jun and Teacher Yu Mei also raised their hands and applauded.

Xu Chen smiled, and a stone in his heart finally fell to the ground.

This time the competition was done...

He clasped his hands together and bowed to express his gratitude.

Lu Wenhua: "I really can't believe that today's surprise is saved for last..."

Zhao Nan: "Yes, we had roughly accepted the two alternative plans before, but when Teacher Xu came, he overturned them all..."

……

A break of a few minutes.

Xu Chen saw Yu Mei raise her wrist, glanced at the time, and said:

"Our teacher Yu is still busy and needs to leave first..."

Yu Mei glanced at Xu Chen and smiled gently:
"Sorry everyone, I have a consultation to rush back to!"

Lu Wenhua has already stood up: "Teacher Yu, please go and get busy! Thank you for coming to guide us today!"

Liu Kang had already trotted over to Yu Mei and helped her stand up.

Xu Chen and Fang Jun naturally got up early.

With everyone gathered around, they sent Yu Mei out.

Xu Chen, Fang Jun and Liu Kang were polite and sent Yu Mei straight to the elevator hall.

……

The meeting resumed and some peripheral discussions were conducted on the details of the plan.

But Xu Chen was well prepared.

As for the two issues discussed, Xu Chen's remarks directly "completely eliminated" the two most important competition opponents.

Zhao Nan: “Before Mr. Xu proposed the slogan, the one we liked the most was proposed by Heiju Marketing.

【Wash it off and feel refreshed for the whole day】

This slogan also has the attribute of category education, and also brings out how to use the product and what benefits it has..."

Xu Chen thought about it and felt that this slogan was indeed in line with Li Fengfeng’s creative ideas.

"This sentence is not bad, but it still lacks some meaning..."

"Oh? I'd like to hear more about it." Xu Chen spoke slowly but directly to the point:

“Freshness is actually not the selling point of Fuyanjie.

You can feel refreshed by using shower gel or soap, so why do you have to use Fuyanjie?
It can also be said that we can be 'refreshing' for a longer period of time, but this does not point to the core.

Let’s put it this way:

Health is a must.

Refreshing, but not necessary. ”

Zhao Nan thought for a moment:
"What Teacher Xu said does make sense!"

Lu Wenhua smiled and said:
“Refreshing, not intimidating enough!”

Everyone laughed.

Xu Chen added:
“And what Black Lord said is a sentence of four words each.

In communication, five or seven words are the catchiest and easiest to brainwash.

Four words, six words are the worst...

If one person gets onychomycosis, it can infect two people.

He's good and I'm good too.

I won’t accept any gifts this year.

See you every day, Dabao...

You will find that all brainwashing slogans are combinations of five or seven words.

Even Tang poetry.

The Black Duke slogan is actually quite accurate, but it’s not brainwashing! ”

As soon as Xu Chen finished speaking, everyone couldn't help but smile and nod.

And Li Fengfeng's "promotion and salary increase" had been shattered into pieces by Xu Chen with just a few words...

Lu Wenhua lit another cigarette and said with a smile:

“Actually, I have another question that I would like to discuss with Teacher Xu.

Today we also invited Saatchi & Saatchi to compete.

Their proposal ideas are very different from those of several other companies.

It's from another dimension...

To be honest, their plan will be of a higher tone.

There is an opportunity to package Fuyanjie into a high-end overseas brand.”

Xu Chen: "Can I ask what their advertising concept is?"

Marketing Director Zhao Nan:

"Their proposal does not obviously involve product selling points, but rather rises to the spiritual value of women.

The slogan is 'Women are strong because of love'..."

Xu Chen sneered in his heart, just as he expected.

This kind of proposal idea is actually a common practice of international 4A.

Xu Chen also understood that the reason why Lu Wenhua brought it up now was naturally because of his filter and superstition about foreign 4A movies.

Xu Chen said:

“The Great Wall’s proposal is very advanced and has a much higher tone.

However, the choice of plan still depends on the promotion budget.

If our advertising budget is one billion, we can use the Saatchi & Saatchi case.

If the budget is only tens of millions to 100 million, it is recommended to use something more down-to-earth...

After all, sales are the most important thing.”

The words were spoken very tactfully, but the meaning was very clear.

Lu Wenhua frowned, but nodded.

Xu Chen glanced at Mr. Lu and said:

“In fact, there is also a very important user insight behind this, which can help us optimize our solutions…”

Lu Wenhua: “Oh?”

Xu Chen: “Women in China generally don’t know what cleansing liquid is and have never used it.

There is a simple persuasive logic: women in Europe and the United States are using it!

Currently, in the perception of domestic users, imported and overseas products are all high-end.

We can take advantage of this strong "worship of foreign things" mentality and put foreigners in the advertisements...

Convey the message that 'a product that foreign women are using'..."

Xu Chen picked up the mouse on the table and flipped back to the page of PPT that said “Thank you for listening”.

Only then did everyone realize that there was another page of proposal content at the end.

Xu Chen clicked the mouse and a video popped up on the screen.

The blond, blue-eyed European and American woman read out the advertisement slogan of Dongchen Newspaper in broken Chinese:

"Washing is healthier~"

Several judges were stunned for a moment, but they smiled and found it incredible.

It was because the foreign woman in the picture turned out to be the foreign creative director of Saatchi & Saatchi…

Lu Wenhua shook his head:

"Teacher Xiao Xu, you have already done this much. I must buy your plan today!"

Zhao Nan was confused:
"How did you do that?

Why would the director of Saatchi & Saatchi record a slogan for you?"

Sales Director Li Cui smiled and said:

"They must also think that Mr. Xu's plan is very good, right?"

Xu Chen laughed but didn't want to explain.

Fang Jun knew where this video came from and almost laughed out loud.

At the same time, she finally understood Xu Chen's intention of recording this video.

This video resolves the client Mr. Lu’s “worship of foreign things and fawning on foreigners” mentality in a humorous way.

At the same time, another bonus point was given to the commercial.

……

There was no more suspense or doubt, and Dongchen Advertising finally won the bid.

Fang Jun sat quietly, turned his head to look at Xu Chen who was "chatting and laughing" with a group of clients, and still found it incredible.

At the age of 18, he defeated international companies and listed companies by himself...

During the competition process, he anticipated almost all possible problems and made plans for everything.

Everything and everyone's psychology seemed to be under his control.

But he clearly looked so sunny and innocent when smiling.

……

(End of this chapter)