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Embracing the "Z generation" young consumer group has always been the "opportunity point" for brand marketing to gather. Driven by the effect of "1+1>2", the animation IP joint name is favored by brands. In the summer of 2021, a number of animated films were scheduled to be released, among which the movie "WolfWalker" won attention due to many points of view such as Oscar nominations and hand-drawn styles, and became a dark horse of word-of-mouth that the outside world was optimistic about. While the film received praise, the film's deep partner Jingtian Pure Water's first cross-border performance was quite eye-catching, becoming another classic case of the brand's cross-border animation IP.
As a well-known domestic water brand, Jingtian Group's two products Baishishan, Jingtian, Baishishan positioning "water nobles", "real natural mineral water", Jingtian will be "spring shoots" image skillfully applied to the bottle packaging, with "blue" to give Jingtian pure water young, vibrant brand impression, "my choice" brand concept with the choice of young people deeply rooted in the hearts of the people.
Directed by Tom Moore and created by irish animation studio Cartoon Salon for five years, the pure hand-drawn animation film "Wolf Walker" will be released in Chinese mainland on July 3, which has been nominated for the Oscar for Best Animated Feature Film and won many international awards in the awards season, and received high praise from fans on the scene of the earlier premiere in Shanghai, Beijing and Shenzhen, praising "the visual ceiling of animation aesthetics", "the most worthwhile movie to see in the summer program", and "the picture of the healing system is beautiful".
The film tells the story of Robin and Miba, two girls from different worlds, who meet, and thus give birth to love and trust in the magical forest, and open the story of the legend of wolfwalker. It is also the final chapter of the Cartoon Salon trilogy of Irish legends following The Secret of the Book of Kells and The Song of the Sea. Full of love and warmth stories, unique aesthetic styles, and free-spirited expressions, Wolfwalker is not only a fairy tale, but also a healing film for all ages. Warmer, braver, freer, be who you want to be. The spiritual core of "Wolf Walker" is also in perfect harmony with Jingtian's young and energetic brand concept.
IP custom packaging is an important entry point and bearer for brand animation joint marketing. From The Secret of the Book of Kells, Song of the Sea, The Breadwinner to the movie Wolf Walker, Tom Moore's work is extremely personal, and at the moment when 3D animation is popular, the frame-frame hand-drawn two-dimensional animation is more like a beautiful work of art. Jingtian jointly launched four customized bottles in the joint movie "Wolf Walker", which integrated the vivid and playful images of the little wolf girl Miba and the little hunter Luobin into the bottle label, showing the beautiful painting style of the Wolf Walker Forest. At present, Jingtian's "Wolf Walker" customized products have been listed nationwide and listed on various e-commerce platforms.
The familiar brand renewal packaging not only fits the brand tone of Jingtian's youth and vitality, but also meets the needs of the target group "Yan Control".
Netizens have posted wolf walker customized version of Jingtian Shui Amway on social media, "Jingtian packaging is cute", "love love", "I want to collect the whole set of joint models". From the perspective of consumer goodwill and sales promotion, Jingtian's "Wolf Walker" joint products have reached the expected effect.
In addition to customized products, Jingtian will play this joint brand in depth. In the recently released Jingtian X Wolf Walker TVC video, Jingtian skillfully integrated the hand-painted style products with the movie scene, and the little wolf girl Miba and the little hunter Robin drank Jingtian water in the Wolfwalker Forest and shared happy times. It is reported that the Jingtian X WolfWalker TVC video will also be advertised in the summer slot with the pre-film "Wolfwalker". When the audience carries Jingtian to watch the movie "Wolf Walker", the customized patch advertisement once again accurately attracts attention, and this in-depth all-round marketing will also become a good memory that fans will be impressed.
According to data from iResearch Consulting, the scale of China's "pan-quadratic yuan" consumers will reach nearly 400 million in 2020, and the commercial value will gradually increase. Young consumers love the movie IP and drinking water dream joint, Jingtian and the movie "Wolf Walker" cooperation win-win. "Wolf Walker" uses Jingtian's strong brand power and national channel advantages to achieve a better film promotion purpose. Jingtian's first cross-border cooperation has deeply joined hands with the IP of the movie "Wolf Walker" from many aspects such as customized products, integrated marketing gameplay, and pre-film patch advertising, etc., to more vividly reach consumers. With the hot screening of the summer file of the movie "Wolf Walker", Jingtian has gained high heat topics while also achieving accurate "circle marketing", and will also explore more possibilities of integrated marketing in the future.