Produced | 4A Ad Network Author | Zhang Xiaohu
With the popularity of local flavor culture, it was also dubbed "the first year of local flavor" by netizens in 2018, and at the same time, local flavor marketing came into being.
Different from the "tall" marketing methods, in addition to the barbaric unspeakableness, the fun of local marketing is easily accepted by the "fun" and "jumpy" young people, which has also attracted many brands to try.
The novelty is that the leader in the AI industry, Baidu Wenxin, has recently made a big move, Lanxiang-style painting style, dog skin plaster-style advertising, and has made a wave of effective communication of product selling points.
Earthy marketing is on the rise
Baidu Wenxin advertised a good job
In this fast-paced and stressful urban life, if you can make users who are always tense relax and smile, and then become their "emotional buffer", you can further seize the attention of young people.
At the end of 2022, the conversational large-scale language model ChatGPT released by artificial intelligence laboratory OpenAI became popular overnight, and the product quickly became a hot new generation of artificial intelligence products with powerful word processing and human-computer interaction functions, and has been upgraded to GPT-4.
At the same time, domestic companies also quickly followed, Baidu Wenyan naturally bore the brunt, it can be said that it came directly to a head-to-head confrontation, as China's most famous AIGC product, Wenxin Yiyan was placed on high hopes.
At present, in the domestic large model, the most leading Wen Xin has gradually narrowed the gap with GPT-4 in most Chinese tasks, and gradually consolidated the leading pattern.
Under such a situation, Baidu gave its own Wen Xin a "simple and rude" advertisement: the rough painting style, with the color matching of Lanxiang Technical School, brings the earthy flavor and sand sculpture sense to the extreme, as if it is not like a product of this era.
The advertising words are also quite accomplished: it is difficult to see which AI is strong, and this year's netizens are king. What to do if you encounter a problem, throw a word to Wen Xin; What to do if you encounter a strange problem, throw a word to Wen Xin.
A few words of confrontation, fully expressed the brand appeal, a familiar Lanxiang advertising style jumped on the paper, if not for the logo of the literary heart, this style of painting will bring the public perception to the exaggeration, comparable to the mudslide in the earthy world.
Infiltrate the youthful design language
Enhance the personality of the brand
Since 2018, sand sculpture and earthy style advertising seems to be respected by major brands, due to its advantages of low investment and good effect, "sand sculpture" has become a good medicine for party A's marketing, and has become a "mainstream" in a sense.
The reason why local flavor advertising can be favored by brands is largely because the rise of the Internet and diversified media has made it easier for local flavor elements to gain user attention and gradually become an innovative advertising communication mode.
Which excavator technology is stronger? China Shandong looking for Lanxiang!
This well-known classic advertising slogan seems to be engraved in our DNA, making people involuntarily think of the sassy image of Tang Guoqiang's teacher and a number of down-to-earth picture scenes, which can be said to be both joy and magic, and instantly return to the youth!
The advertisement of Wen Xin Yiyan also has a similar shadow in the copywriting, especially the classic two blue stripes above and below, coupled with the hoarse hawking oral broadcast, which raises a kind of fun to the extreme, in addition, the brand actually integrates the penetration of meme culture.
Just like the classic problem of the century was brought out: there are 5 cups of water, how to divide it among 6 people, the short film not only gives a serious answer, but also gives the "try to persuade the sixth teacher not to drink, sacrifice one, quench thirst" brain hole circuit.
Not only that, but there is also a "language model more suitable for the physique of Chinese babies", playing the Internet hot meme of Feihe milk powder, which smoothly leads to: Wen Xin's words, waiting for you to be embarrassed, the advertisement is "justified", but it has improved the public's acceptance.
Interesting and phenomenal Internet memes are the best circulating social currency. When brands use memes for marketing, they actually invisibly give the brand a personal charm.
From the user's point of view, the personality of a lively and personalized brand is often more attractive than the old and fixed brand persona. This also makes "brand play terrier" a new "darling" of marketing in recent years. The application of meme culture is essentially marketing in a way that young people like to see.
Under the AI wave
Broaden the influence of the industry in a word
In the Internet era, consumers are surrounded by various information every day, and they have long practiced the ability to only get the content they are interested in, in other words, brands need to stand out creatively if they want to get the attention of users. For marketers, this approach must be familiar with it.
As early as 2019, a "local taste" admissions video of Shanghai Jiaotong University was swept on the Internet and caused heated discussions, and many people said that they were fanned by this wave of playful promotional content.
The short film first came to the opening of a 90s TV show, and those who didn't know thought they were watching "News Network", and then threw out a deafening soul torture: "Which undergraduate technology is strong, Shanghai Jiaotong University is in Minhang", rhyming and neat.
Then the style of painting turned, and suddenly became serious, "old famous school, originated in 1896, 123 years of school experience", just when everyone was waiting for Jiaotong University to introduce the school philosophy, the video suddenly jumped out of the picture of "beauty salon, chef, auto repair, excavator", these global popular majors, but these majors, "Dongchuan Road Men's Vocational and Technical School" does not have.
What's even more ridiculous is the "sales" copywriting: no matter how many points you score, only decide which school you play the game in and where you receive express delivery, since everyone is more than 600 points, why not choose Shanghai Jiaotong University.
The two teachers come from the same origin, and it is precisely this earthy, grounded, and revitalized style that makes education no longer a rigid and serious topic in the eyes of the public, and it also makes AI less sci-fi and unapproachable.
Artificial intelligence is the trend, but also the current outlet, just like Jarvis in Iron Man, MOSS in the wandering earth, people are looking forward to its arrival while fearing its arrival.
AI will become more of an accelerator, accelerating overall productivity and ultimately producing better results. Especially when ChatGPT was born, the public's attention to AI is extraordinary, which is both an opportunity and a challenge for brands.
As long as it is a product, it must need market awareness and industry influence, ChatGPT and Wenxin are no exception, artificial intelligence is not out of reach or uncontrollable, in the final analysis, it is still the "product" launched by the brand. The local advertising of Wen Xin Yiyan this time is more of a brand self-promotion under the wave of AI, thereby further broadening the influence of Wen Xin Yiyan in the industry.