What is HeatWave Youth? "Love is going to be a wave!" Blood wants this YOUNG! They are Generation Z Internet natives, they are full of enthusiasm and vitality, they have an avant-garde personality, the pursuit of fashion, the trend-setting, the love of challenges, with the blood of youth to interpret the hot ideal, they interpret the fearless spirit of youth, we would like to call it "heat wave youth".
As this group of young people in the heat wave gradually becomes the main force in the consumer market, the tide of brand rejuvenation is sweeping across various industries. Under the background of major brands constantly chasing innovative gameplay, Dongfeng Fengxing broke the shackles of the traditional "car company" brand, and its Fengxing T5 EVO heat wave and the top IP of Guoman "Wu Liuqi" jointly played cross-border, and on April 9, it was listed in the form of "the first national comic yuan universe new car conference".
In the process of this high-point live broadcast listing, the popular T5 EVO heat wave launched a series of innovative gameplay "combination fists", which reached the consumption preferences of Z-era youth, set off a wave of heat waves among young people, and triggered their strong emotional resonance.
The national tide pioneer X national comic top stream, straight to the young group
In the digital age, every joint name is a channel breaking circle. In the era when everything can be co-branded, the major brands "you sing, we debut", if the joint name is only in the form, it will become a "self-talk" that ignores the needs of users, so it must be accurately "pinched" the emotional connection point between the two brands.
The joint name of this heat wave and Wu Liuqi can be said to be a "strong alliance" between the pioneers of the national tide and the top streams of the national comics, although they belong to different circles, they have mutually compatible values. Wu Liuqi's characters are cynical on the surface, but in fact they are strong, invincible in adversity with strong combat effectiveness, and such a character personality coincides with the hot-blooded characteristics of the heat wave bravely breaking through the rivers and lakes. Before the listing, The Heat Wave launched a series of out-of-the-loop posters with Wu Liuqi, and this fresh and bold collision not only stimulated the attention of the user circles of both sides, but also triggered and aggregated the discussion of the whole network outside the circle layer, so that the heat wave was hot out of the circle.
For young user groups, visual stimulation is enough to achieve product planting, but if you want to achieve the conversion from "cognition" to "user retention", you also need to stimulate the enthusiasm of users to participate in interaction and content co-creation through more high-quality content. In order to deeply attract more young people, Heatwave also customized an exclusive creative video and a trend song "Blood Jianghu" MV, and invited the top 100 up masters of Station B, "Zu YanaXi" and "Chen Yanan Cyn", to bring super-flammable rhythm and blood-boiling audiovisual enjoyment. After the MV was launched, it attracted many up owners to participate in the second creation, and established an emotional connection and value identity between users and the heat wave.
Create a precedent for the listing of the national comic universe and play a new flower YOUNG
Before the listing, the heat wave created a momentum for the conference through a series of creative marketing methods, which has set off a heat wave frenzy in the car circle and the animation circle, creating sufficient momentum for the joint combination of the "national tide pioneer" and the "national comic top stream" and paving the way for the previous situation. Under the tide of the heat wave, the heat wave is the first to create the new car conference of the national comic universe, fully integrates cutting-edge interactive technologies such as AR, VR, and 5G in the scene construction, creates an immersive experience that perfectly integrates virtual and reality, and uses the cool trend of "black technology" mode to meet the "surprise feeling" expected by the young people, so that the brand's personalized, fashionable and youthful image is deeply rooted in the hearts of the people.
It is worth mentioning that on the occasion of the fourth season of Wu Liuqi and the launch of the series of big movies, the heat wave preemptively created a major play - Wu Liuqi's "VIP Fan", allowing countless fans to see Wu Liuqi's highlight moment in advance at the press conference. In the extra chapter, the heat wave incarnated into the Hot Blood National Wind Car in the exclamation of the audience, and together with Wu Liuqi, they embarked on an adventure to save the Blood City, they were invincible all the way, breaking through countless difficulties and obstacles, zui finally unlocked the Xuanshi energy and saved the Blood City.
In this VIP film, Dongfeng Fengxing uses the industry's advanced 3D modeling technology, and the fight link under the big screen is highly burning, exciting, exciting, and passionate, and the mysterious Hanging City is daunting. In the cool scene, such as "heat wave in hand, farewell to the single dog" and "I am the boy of this gaizaui hot zui wave", etc., the buried terriers, but also convey the content that young users like to hear through the grounded way; product labels such as "Extreme Battle Explosive Power, Double Pupil God Headlights, Ling Li Shield Armor Hood", etc., with the real and realistic dynamic effects are vividly displayed, accompanied by thrilling fight links continue to progress, the heat wave not only shows the super-burning charm under "Fast and Furious", It also takes root in the minds of consumers, establishes a characteristic product symbol, and forms a common memory point for fans.
For young users, this is an unparalleled circle-breaking visual feast, for the heat wave, Fanwai uses the expressiveness of the imagination to better output the selling points of the product, giving the brand a unique memory point, so that consumers naturally perceive the connotation of the brand spirit. Let us have to sigh that in this era when appearance is king, no one can refuse this beautiful leather bag and the brand spirit of blood and fearlessness. After unlocking the wonderful fan-wai film, in order to further "play" with users, the conference also opened a "bullet screen interaction" link, such as "hope that such advertisements can be continuously updated", "the car that will not fight strange cars" and other bullet screen passwords continue to brush the screen, and the listing gift will push the atmosphere of the scene to a new climax, and also narrow the distance of communication with Generation Z users.
The new generation of consumer groups represented by the Z era has a new concept of consumption, different from the previous "pragmatism", "functionalism" and "conservatism", their pursuit of "product consumption" is transforming into "emotional consumption", the young generation of the pursuit of goods, not only pay attention to the product itself, but also pay attention to the self-image and personality symbolism of the product.
The joint name of the heat wave and Wu Liuqi broke the circle, with innovative ideas and hot-blooded products to meet the preferences and attention of young consumers, while the IP spirit of Wu Liuqi fell on the product, giving the product more value connotation, helping the heatwave to establish a deeper emotional connection with the new generation of consumers, while evoking the audience's emotional memory of IP, breaking the "dimensional wall", injecting a new youthful vitality into the brand, so that this hot-blooded car in the high-awaited shouting, play a hand "must kill", Break out of a "deadly road"!
Active time
April 24, 2022 - April 26, 2022