Author | Liu Wendao
Source | Chief Marketing Watch
In the fragmented information age, attention has become the scarcest resource, and when Generation Z becomes a delicacy for brands to grab, you can never imagine how crazy they can be in order to get out of the circle.
After opening a coffee shop in Tongrentang for a hundred years, he also stared at the health milk tea, Luckin did not do coffee and coconut coconut juice to enter the earth tide fashion industry, and the show of the big play of the brain hole was overwhelming, but it also fully confirmed the sentence: the creative brain hole is always the core thinking of the brand to maintain its vitality.
With the continuous surge of personality cross-border waves, the penetration of the circle layer continues to strengthen, the traditional automobile field has also turned to the upgrading of the young link after receiving the big market wind, and recently Changan Automobile has opened up the Sanxingdui Museum, with the ultimate collision of first-hand technology and humanities, playing an immersive next-generation wall-breaking show.
Deconstruct cross-border underlying logic
Construct co-frequency resonance under differentiation
Before analyzing the fantastic linkage between Changan Automobile and Sanxingdui, we need to clarify a question, why do brands like cross-border more and more?
In the era of information multi-dimensionality, with the growth of young people's personality circles, even the internet communication links in all directions are gradually blocked by various circle barriers in the market, and it is often difficult to achieve effective penetration of information based on the one-dimensional output mode of the brand, and if you want to achieve continuous communication with the younger generation of consumers, it is particularly critical to learn to decipher the social code of generation Z.
For automobile brands, they are embarrassed by their own "big piece" attributes, and the conceptual content that overemphasizes quality and style in the traditional marketing link deviates from the personality concept of the next generation in the pursuit of self-expression and self-worth realization in consumption, so it is difficult to effectively achieve the preemption of the user's mind.
The essence of cross-border is to find a novel junction point through the differentiated collision between different fields and different styles of brand IP, and to focus on the personality energy burst out of the friction collision between the two as the core, so as to achieve a high degree of focus on public attention.
Compared with many FMCG brands that can unscrupulously build their own differentiation through flexible cross-border construction, the majority of automobile brands are mostly bound by the product itself, and the return of creativity to the car itself has become the basic criterion for the cross-border of car companies while ensuring the brain hole.
Therefore, looking back at the cross-border play of major automobile brands, whether it is Euler Automobile anchoring female consumer groups to win with their appearance, Wuling Hongguang MINI to transform out of the circle with DIY at will, or the music fashion circle entered by Weilai Xiaopeng and the literary and art circle locked by BMW Mercedes-Benz, all aim to convey a brand core value concept or a product highlight selling point, so as to achieve a deep binding with the brand itself.
In line with this logic, it is not difficult to understand Changan Automobile's recent dream crossover of linkage with Sanxingdui.
Recently, Changan Automobile and Sanxingdui Museum have created a "star on the star!" across dimensions. The 55" pop-up event, spanning the seven cities of Chongqing, Guangzhou, Changsha, Hangzhou, Xi'an, Beijing and Qingdao, opened an immersive treasure hunting adventure, attracting more than one million people to participate in the attention of hundreds of millions of people, so that the cool trendy technology car companies and the mysterious cultural relics of the ancient Shu country came to a wall-breaking dialogue through time and space, and the majority of young users set off a personalized national tide feast of science and technology and culture.
Guochao technology pairing
Changan Automobile broke through strongly
With unique traffic focusing techniques and creative brain holes, cross-border marketing has gradually become a common practice in recent years, and major brands have rushed to enter the game to try to explore a unique brand circle-breaking road, such as Xicha and other cross-border demons are emerging in an endless stream, and it is precisely because of the strange cross-border gameplay that more differentiated energy is injected into the brand, thus winning the favor of more young users.
However, the full swing of cross-border gameplay has also spawned another problem, and the content homogenization is serious.
Creativity is exhausted, the gameplay is blunt, and under the continuous elevation of consumer aesthetic thresholds, the cross-border track is more and more showing a good and bad situation, and Changan Automobile will be Samsungdui "treasure" partner "new light year wisdom and fun partner" the second generation of CS55PLUS collision interpretation of the multi-dimensional automotive culture feast can be brilliant, from the brand's three-dimensional insight into the cross-border marketing context from the inside out.
First of all, the goal fits: the theme of rejuvenation.
In 2021, Sanxingdui quickly became popular in the global archaeological community with six newly discovered "sacrifice pits", the mysterious history of the ancient Shu Kingdom, the huge towering bronze ancient trees, the exquisite gold masks and other cultural relics continued to attract the curiosity of the Chinese people, and the Sanxingdui Museum created the Sanxingdui IP in the form of cultural and creative peripherals, with a series of interesting and trendy blind box marketing methods quickly exploded in the young circle, mobilizing more young people's curiosity in the field of archaeology in the new form of national tide.
Looking back at Changan Automobile, as the leader of domestic car companies, the brand has always anchored the continuous development of the young market, last year, together with Li Ning design, the charm of science and technology and fashion was vividly presented in the form of national tide, and then together with the Forbidden City Guantang produced a series of national tide good things, and this epic joint with Sanxingdui IP is an important step into the process of brand rejuvenation.
Therefore, the youthful genes on the underlying link of the two sides have become the key to maintaining the vitality of the two, in addition, the second generation of Changan Automobile CS55PLUS and the Sanxingdui Museum jointly created the "On the Star!" The 55 "Treasure Hunt" activity has realized the modern inheritance and innovation of traditional culture in a form that young people like to hear, which coincides with the concept of the second generation of CS55PLUS "UP Life, Honoring Love", and the solid underlying framework has become the internal driving force to help this cross-border circle.
Second, the gameplay is out of the loop: immersive interaction.
Of course, a successful cross-border is far more than a one-dimensional output at the brand level, in the era of personalized pursuit of self-expression, the younger generation is more eager for an immersive experience perception when consuming, hoping to further perceive the brand and express themselves through zero-distance interaction with the brand.
In order to create a cultural feast for car companies with Sanxingdui culture as the core and realize the efficient transmission of the brand's youthful value concept, Changan Automobile has built a series of remarkable immersive interactive games at the pop-up scene of Seven Cities.
There are not only Samsung Pile rock bands on the scene of the high-energy performance of "On the Star!" 55" theme song, but also created "Yan out of the type • GuShu Dai Yan", "Wisdom Fun Show • GuShu Co-production" and "Whale Speed Capture • Welfare Awakening" three interesting interactive areas, participating users can freely DIY Gushu style graffiti, you can also go to the Gushu rock band, a variety of interesting cultural relics and handsome second-generation CS55PLUS to take photos and punch cards, you can also enjoy the many benefits of grabbing blind box dolls, experiencers participate in interactive collection of Sanxingdui 'Treasure Chapters', you can exchange for many good gifts around, Realize the implicit communication of brand values and product information in edutainment.
Finally, value empowerment: the new trend of national tide
With the continuous soaring of the chinese people's sense of cultural identity in recent years, the national tide and national wind are blowing everywhere, and more and more brands have begun to take root in the millennium national essence, and draw super circle-breaking energy from it.
For major automobile brands, through the empowerment of the national tide, it can not only effectively enhance the brand influence, but also realize the inheritance and innovation of traditional culture to a certain extent, and achieve a closed-loop marketing that integrates products and effects.
In this cross-border linkage, Changan Automobile not only carefully created an immersive interactive scene full of Sanxingdui elements, but also truly empowered the Samsungdui IP in the second generation of CS55PLUS products themselves, and the classical gold and elegant turquoise respectively represent the impression color of gold masks and bronzes, showing the charm of ancient treasures, but also full of modern science and technology fashion sense, and the perfect integration with Sanxingdui ancient civilization spanning thousands of years.
It can be said that the purpose of this fantasy cross-border is far more than to open up more diversified and interesting brands and Z generation communication and interaction channels, but hopes to achieve further improvement of the cultural attributes of Changan Automobile's national tide through the all-round empowerment of Sanxingdui, a popular cultural and creative IP, and to pull cross-border from the innovation of traditional gameplay to the perspective of value resonance, and to achieve a three-dimensional circle from external scientific and technological strength to internal cultural precipitation.
epilogue
When a marketing strategy achieves a mass leap from a niche, on the one hand, it means that the circle dividend has begun to fade, on the other hand, it also shows that it has a strong market adaptability, and cross-border marketing is exactly like this.
Brand cross-border gameplay does not stop, in the sufficient underlying data to support also let the cross-border play to achieve another upgrade, today, cross-border marketing has long been from short-term traffic preemption began to evolve to long-term growth and even the height of brand value empowerment, which also requires brands to need more solid basic skills to cope with the continuous extension of the marketing link.
Looking back at changan automobile's immersive pop-up show created with Sanxingdui IP, the first layer is to attract more qualitative young traffic, the second layer is to achieve the effective exposure of the second generation of CS55PLUS new products, and the third layer is to use the cultural energy of Sanxingdui IP to realize the national tide value empowerment of domestic car companies, adding another humanistic texture to its scientific and technological attributes.
At a time when the automotive market has also begun to undergo a youthful transformation, cross-border has indeed become an important path for car companies to lay out young tracks, but with the continuous advancement of cross-border tracks, Changan Automobile has gone deep into the underlying link of cross-border marketing to seek a long-term play from the inside out, from product growth to value resonance, which has indeed taken the lead for major car companies.
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