Reporter | Wei Xianghui
Edit | Ma Yue
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"Which excavator technology is stronger?" China Shandong looking for Lanxiang! Accompanied by the sonorous and powerful voice of teacher Tang Guoqiang, this slogan is probably the advertising slogan of the most well-known vocational school in contemporary times.
However, the earthy and hardcore Shandong Lanxiang painting style has changed.
Recently, on the occasion of the fourth anniversary celebration of "QQ Speeding Car Mobile Game", Lanxiang Technical School released a short video jointly with the classic animation "High Intelligence Formula Racing" to brush up many people's circle of friends.
In the video, the classic characters in the QQ flying car, "Little Orange" and "Lanxiang Xuejie", drive their respective racing cars rapidly and rapidly on the Lanxiang campus. Halfway out of the "High Intelligence Formula Racing" car kamikaze saw Hayato, driving the famous car "Asdara AKF-0" landed firmly on the track, directly over the finish line, accompanied by familiar background music and game props, for the audience in front of the screen staged a dream linkage. As of press time, more than 100,000 people have forwarded and 76,000 likes in the WeChat short video.
Game props in the video
The reason behind breaking the traditional brand image is more due to changes in the market environment and the intergenerational change of consumer groups. In the past, Lanxiang's target users were post-70s/80s, and with the rise of new consumer groups, the key communication objects of Lanxiang Technical School have become the Z generation crowd including the post-95s and post-00s. If you continue to use the earthy marketing and brainwashing communication in the past, I am afraid it will be difficult to attract the interest of this part of the people.
The reason why Lanxiang Technical School is eye-catching this time is inseparable from a strong sense of contrast. Many viewers shouted "unthinkable" below the comments. The spokespersons and promotional slogans that have been insisted on for more than a decade suddenly transform into cool game characters and scenes, which can create surprises for the audience and bring more freshness to them.
In the past year, Lanxiang Technical School has created such advertising videos more than once. Before co-signing with "QQ Speeding Car Mobile Game", in 2021, Lanxiang Technical School played the warm card through two video advertisements, resonating with the audience by telling the inspirational growth story of graduates. One is that the 50-year-old female chef said that she met Lanxiang Technical School to learn cooking at the trough, and went all the way from chef to restaurant owner. Another short film revolves around the theme of "The Times, Not Failing EveryOne Who Fights Hard", telling the inspirational story of the protagonist who missed college and went to Lanxiang to learn his craft and achieve control of life at the age of 35.
From the perspective of "QQ Speeding Car Mobile Game", the contrast between cooperation with Lanxiang Technical School also brings new ideas and characteristics to the game linkage. "QQ Speeding Car Mobile Game" launched the same excavator of Lanxiang as a player racing car, so that young people who love to play "Terrier" have found a sense of belonging. In fact, this method of embedding popular cultural symbols into the circle of young users has also proved feasible in the past. In October 2021, in the joint version of Sichuan Culture and Tourism, QQ Flying Car cooperated with Handgun geng to launch a mahjong car based on Sichuan City Well Culture, and the number of related video plays soon exceeded 10 million on the whole network, causing public concern.
"QQ Flying Car Mobile Game" and Lanxiang Joint Excavator "When Manual Geng Enters QQ Flying Car"
Another success of the cooperation between Lanxiang Technical School and "QQ Speeding Car Mobile Game" is that it has awakened the feelings of the Z generation. "QQ Speeding Car Mobile Game" was released in 2017, and the original work "QQ Speeding Car" was the memory of the first generation of games for many post-95s. In this video, spraying nitrogen and throwing missiles are daily operations in the game for players familiar with QQ Speeding Car Mobile Game or QQ Speeding Car. And "HighLy Intelligent Formula Racing" has also accompanied the growth of many post-90s and post-95s. When the protagonist, Hayato Kazemi, appears in the video driving the smart equation "Asrada", childhood memories may be awakened in an instant.
China's vocational skills talent market is gradually expanding. According to the Central Broadcasting Network, as of November 2021, the total number of skilled talents in Guangdong reached 13.57 million, of which 4.56 million were high-skilled talents, and the employment rate of "Guangdong technicians" graduates exceeded 98%. In this context, the marketing strategy of vocational skills training enterprises is also changing, from extensive to refined.
The success of Lanxiang Technical School's past "brainwashing" advertising and marketing strategy is largely due to the opportunities of the times. On the one hand, at that time, the audience's access to information channels relied on television, and today's audiences faced with more fragmented Internet platforms, repeated communication is difficult to play a role; on the other hand, China's vocational training market competition will become more and more fierce Under the influence of "double reduction", a large number of online education industry, offline education and training have transformed into adult education, increasing the pressure of market competition. In the case of big waves, it is difficult for ads without clever ideas to retain the attention of the audience.