Insisting on 12 years, from scratch, the Pentium marketing team relayed to create a brand-exclusive super emotional IP to continue to empower the brand.
▌ | Willow Swallow
Every festive season, there must be marketing. For brand marketers, the Spring Festival is an excellent opportunity that will never be missed. All brands hope to win the first battle of the New Year's communication in this most important annual festival with profound cultural and historical heritage, blessings and hopes, and a sense of ceremony.
In the last week of the Year of the Ox, the marketing war of the Spring Festival of the Year of the Tiger for automobile brands has begun. Last year, under the tide of "short video", auto brand New Year micro-movies and short videos became the mainstream of Spring Festival marketing, and this year this trend was continued, and the release time was generally advanced. On January 25, the day of the Lunar New Year, the curtain of the Spring Festival Visual Awards for automobile brands was opened, and many brand New Year advertisements appeared one after another, each with its own highlights and wonderful highlights.
Among them, the galloping Chinese New Year micro-film of "Let Love Go Home" is the one with "warm opening".
If only from the perspective of brand New Year films, it may be "one of the" of several Spring Festival marketing works. But I still want to write a review for it that is not a movie review or a car review.
Let's start with a little story.
An impressive final hearing
In 2017 and 2018, I briefly left the position of head of brand marketing in the automotive company and turned to work for the automotive marketing service company and rested. During this period, he was invited by his old friend Dr. Jia Ke, editor-in-chief of Automotive Business Review, to serve as a judge for two sessions of the "Golden Xuan Award" for automobile marketing that he founded, and participated in the annual judging meeting.
The most impressive thing was the 4th Golden Xuan Award Final Jury on March 18, 2018. This was the most divergent of opinions in the judging sessions of several similar awards I participated in, and according to the staff, it was also the most debated in the final judging meeting of the Jinxuan Awards for many years.
At that time, the automotive circle was at the beginning of the tide of marketing reform, and cross-border, Internet celebrities, fan operations, immersive experiences, and big data marketing were the hot spots in the eyes of the judges at that time. The nine participating judges are big bulls from national research institutes, university media departments, well-known marketing agencies, top marketing platforms, etc. In many cases, there were differences of opinion in the discussion of whether to be shortlisted.
On March 18, 2018, the 4th Jinxuan Award Case Final Review Meeting
Among them, there is fawthur besturn's case "Let Love Go Home" Season 7 of the Spring Festival micro-film "Where is love, where is home".
The main arguments against its shortlisting are that as a content marketing, it does not reflect obvious innovation and the method is more traditional. The overall performance of the brand in the market is not prominent, and efforts should be made on new marketing that keeps up with the trend.
The positive opinions supporting its shortlisting are also very clear: from the content point of view, the film story has made a breakthrough in focusing on a single clue in the first six seasons, with 5 family stories stringing together a larger subject, with emotional resonance, and progress sublimation; innovation is needed, but good traditional practices should also be inherited; in the moment of loss and anxiety, in the organization of continuous change of personnel, the same theme micro-film such as "Let Love Go Home" has persisted for seven years, from scratch, becoming the carrier of brand value transmission, injecting temperature into the brand, and the award orientation of the Jinxuan Award , should convey the affirmation of this perseverance.
"Let Love Come Home" Season 7 "Where Love Is, Where Is Home"
After the fierce discussion, the seventh season of the "Let Love Come Home" micro-film was shortlisted for the top ten cases of brand innovation marketing at the 4th Golden Xuan Awards. And on The night of the opening of the Beijing Auto Show on April 25 of that year, he won the trophy at the "Jinxuan Night".
In the award speech of the jury, in addition to affirming its "precise emotional marketing", it also wrote: "In the current anxious society, it has always adhered to a theme with special significance, which echoes the persistence of its enterprise and the brand spirit of enterprising." ”
In fact, in the award speech that was not written, the seventh season of "Let Love Go Home" won the award, and also pinned on the judges who accompanied and witnessed the development of Chinese auto brands for many years, and encouraged and expected the rise of the FAW Besturn brand and all independent brands.
Now, it's been another five years since the seventh season of "Let Love Come Home."
"Let love go home to the galloping Chinese year" three-point view of the aftermath
The 2022 "Rushing Chinese Year of Love Home" shows a group portrait of a group of ordinary Chinese with different identities going home for the New Year. Among them, there are the reunion stories of motorcycle teams returning home thousands of miles, a family of three driving home, there are also train crews, firefighters, traffic police who stick to their posts, and medical personnel who fight the "epidemic" in the front line. Their non-return to the house ensures that more people can go home. The joyful and peaceful family New Year scene and the front-line work picture of the small family for everyone constitute the bearing and expression of love and homecoming in the Spring Festival of Chinese 2022.
At the end of the film, from the changes in people's means of transportation back home, it reflects the speed of China's development, from the changes of each family, to the monstrous changes of the country and the times, and from the reunion state of different characters, it shows the social progress of a generation stronger than the next. From the spirit transmission and emotional expression of the Benten brand, sublimation to the strong self-confidence and good expectations of the Benten era, the Benten people, and the Benten country.
Among the many New Year masterpieces, "Let Love Go Home" is one of the brand advertising films that take the emotional route, which cannot be regarded as a big deal, nor can it compete with the luxury brand Spring Festival blockbusters that invite top directors and popular stars to appear. However, the brand temperature and home-country feelings conveyed by "Let Love Go Home" have a thick and empathetic power.
As described earlier, it is not something that the brand marketing team is following the trend or improvising. This is the twelfth year of the Pentium brand's "Let Love Come Home" Spring Festival public welfare micro-film series. This is the main reason why I wrote a review specifically for it. In my opinion, "Let Love Come Home" has the following three aspects worthy of recognition:
1. Twelve years of persistence and inheritance. Twelve years ago, the Pentium brand launched the first phase of "Let Love Come Home". In the past 12 years, Besturn has experienced changes such as asset restructuring, organizational reform, product matrix reconstruction, brand rebranding, and executive adjustment, and has experienced many market grinding and transformation baptism.
While seeking innovation and change and development, successive brand executives can strive to care for brand equity, maintain the continuity of brand building, inherit and carry forward valuable practices rather than cut it off, adhere to brand values and brand care with "love" as the core, adhere to the resources and conditions that are not dominant, adhere to twelve years, from scratch, and build "let love go home" into a brand-exclusive super emotional IP, which is not easy to continue to empower the brand.
In reality, we see that in some organizations, after the change of brand marketing executives, new people bring new ideas and new ideas, and cut off the past practices one by one, resulting in brand building losing the continuity it should have, invisibly bringing incalculable sunk costs and brand damage, and the road to brand building is blocked or even reversed. This is what happens all the time. From this perspective, "Let Love Go Home" may also be used as a positive case for peers to learn from.
When the same thing is done at the same time of the year, in the hands of different people, for twelve years, in a way, it is more like a ritualistic and faith-bearing performance art, which is remarkable.
2. From "FAW Besturn + National Love" to "China Besturn + Homeland Love". Inheritance is not simply copied, but also needs to constantly break through itself and reach a new level. Home is the smallest country, the country is tens of millions, from the evolution of the micro-film title in the past twelve years, we can see that the first ten years of Pentium's "Let Love Go Home", pay attention to the national individual value and affection, focus on the small family love of thousands of families, and from 2020, with the Penteng brand entering the new development stage of the 14th Five-Year Plan and the release of the new brand strategy, "Let Love Go Home" to a new height, starting from a small home, showing the great love of a big country, resonating with the pulse of the country, the nation and the times, and also showing the vision and pattern that a national automobile brand should have.
"Let Love Come Home" twelve-year theme
2011 "Don't Let the Love of Parents Become Forever Waiting"
2012 "The Most Beautiful Landscape in the World"
The Best Gift 2013
2014 "Cherishing every moment of getting together is the best expression of love"
2015 "It's Your Day, It's Their Day"
2016 "Love You the Way You Love Me"
2017 "Where Is Love, Where Is Home"
2018 "Home World, Love Without End"
2019 "Don't Let Loneliness, Guilt and Disappointment Go Home"
2020 "Year-end Report of Love"
2021 "Let Love Come Home. Ten Years
2022 "Let Love Come Home to the Rushing Chinese Year"
3. Brand strategy and IP content are organically combined. With "Galloping China" to show the beautiful sustenance of the prosperity of small families and the country in 2022, to strengthen the collective belief of the people with "the people of the galloping", and to set off the brand mission of "creating surprises for the people" with the "Bestune of the Pentium". The integration of the world's great love and the small family love interpreted in the film is the promotion and inheritance of traditional Chinese culture, and also expresses faw-Pentol's determination to go together with "enjoying the new ascension" and strive to move forward. In this way, the deep link between the content and the brand is realized, which not only conveys the brand values, but also narrows the distance with the audience.
As a carrier of content marketing, "Let Love Go Home" also combines the expression of "tall" feelings with the "grounded" product display and user activities. In the film, faw besturn B70 and the upcoming B70S are both "starring in their true colors", and they shine in the lens picture full of strong New Year's flavor against the background of festive Chinese red. It is reported that the B70S is FAW's first independent coupe SUV, which will be based on the existing advantages of Besturn and configure a more personalized and characteristic appearance and experience for "enjoying the new generation". As an extension project of the 2022 "Let Love Go Home Pentium Chinese Year", Pentium also launched the "Pentium Partner" new and old car owner welfare plan and other user rights and interests projects, so that this IP can enter the user and benefit the user.
Rush to a better life
The success of the brand can not be achieved by a single marketing campaign, but the embodiment of the brand's comprehensive strength. The soft power of brand culture created by emotional marketing and the hard power of product experience and service are indispensable.
On the occasion of the 15th anniversary of the establishment of the company in May 2021, the Pentol brand released a new brand strategy, determined the upward development path of the brand, adjusted the product layout synchronously, cut off the low-end models, and increased the proportion of high-end models. After "adjusting and straightening the channel", in 2021, in the industry's third-party statistics, the average transaction price of Pentium has been visiblely improved, and once reached the second place in the traditional independent brands.
Under the guidance of the new strategy, Pentol is seizing the opportunity of the transformation and upgrading of its own brands, striving to accelerate and launch an impact on the goal of becoming an excellent mainstream Chinese automobile brand. This goal is obviously very challenging. In the new year, I hope to see more achievements in the new strategy of Pentium, and work with users to "gallop towards a better life".