The Spring Festival holiday ended warmly, and the new year began to walk in spring. Tmall seized the tide of resumption of work and changed the workstation, Taobao launched the "hometown baby, please get on the car" public welfare agricultural assistance project, and Baidu shouted the slogan of "where is life not spring". Next, let's enjoy this wonderful advertising feast and cheer for the work and life of the new year!
Plane class
OPPO
Medium: Internet
Date: 2024-02
Memory remnants: images, ideas
Likability: ★★★★
Memory: ★★★★
Advertising slogan: OPPO AI mobile phone is really comfortable during the New Year
Reason for selection: The Spring Festival is coming, and OPPO is also coming with its blessings. At the important moment of family reunion, visiting relatives and friends, and grooming in the mirror, OPPO products are always with us: intelligent dynamic noise reduction of the earphone series, intelligent content generation of AI calls, and one-click generation of summaries...... "OPPO AI mobile phone is really comfortable for the New Year" This is not only a successful promotion of the series of products, but also an effective way to deeply penetrate the brand concept. OPPO has skillfully integrated a series of electronic products into the picture, using unique poster images and unique expressions to intuitively display the functions of its products, conveying the spirit of exploration of continuous innovation of AI smartphones and the pursuit of trend-setting innovative power, and implementing the concept of "let extraordinary hearts enjoy the beauty of technology".
Tmall
Medium: Internet
Date: 2024-02
Memory remnants: style, creativity
Likability: ★★★
Memory: ★★★★
Advertising slogan: There is really a set of new workstations - step by step to promote workstations, look at my 72 change workstations, cyber jumping workstations, "box guys" workstations, social fear elite workstations, designated able workstations, flowers bloom rich workstations, your "American" bar workstations, I really want to send "bee" workstations, princess please go to work workstations, "meow" winding thousands of workstations
Reason for selection: At the time of the post-holiday resumption of work boom, through the insight into the demand behind the resumption of work, Tmall has brought a round of explosion change workstation plan. Starting from the red "meow" entangled station that reflects the characteristics of the brand, Tmall has conducted accurate insight into the emotional stalks of contemporary young people, and has created more than 10 themed creative explosion workstation solutions for multiple brands, enhancing the selling point of platform products, enhancing brand attention and exposure, and bringing freshness and favorability to users. Through the accurate grasp of the resumption of work scenes, Tmall took advantage of the hot topics to change the topic, and the humorous hot stalks that fit the mood of the audience are vivid and lively, catering to the ardent wishes of people who return to the workplace after the Spring Festival holiday for "new year and new atmosphere" and the need for the welcome ceremony of starting work, and at the same time conveying the public's expectations and wishes for the new year's life, opening a good start for a good start to business.
Taobao
Medium: Internet
Date: 2024-02
Memory remnants: creativity, copywriting
Opinion: ★★★★★
Memory: ★★★★
Advertising slogan: "Hometown Baby, Please Get in the Car" - Liaoning, China: "The family stuffed me may not be worth much, even the price of cabbage, but a certain amount of fullness" / Jiangxi, China: "Carefully put on the car with frozen rice candy and grandma's love" / Jiangsu, China: "Maybe no duck can fly out of Jiangsu alive" / Jilin, China: "A sour soup dumpling is stuffed with my mother's heavy love" / Hunan, China: "When I was a child, I was not allowed to buy spicy noodles, and when I grew up, the whole car was brought back" / Hubei, China: " The preserved fish in my hometown is dried, and the lake in my hometown is taken away by me"/Heilongjiang, China: "The intestines and stomachs on weekdays are in this red sausage"/Henan, China: "It's not the alarm clock that wakes up the people of Henan, it's the hot spicy soup"/Hebei, China: "A mouthful of donkey meat from my hometown is worth everything in the world"/Hainan, China: "When the car starts and the coconut water sways in my hand, I will return to my coastal city" / Guizhou, China: "Some people can't eat the root of the ear, and some people can't forget it" / Guangxi, China: I have explored the gold and silver mountains all over the world, but they can't compare to the 'Orange Mountain' given by my hometown"/Guangdong, China: "No matter how much chicken soup for the soul you drink, it's better to drink Lao Ma's brand 'Lao Huo Liang Soup'"/Gansu, China: "What you buy elsewhere is called apples, and what your family gives is called Ping'an Fruit"/Fujian, China: "Drink a pot of tea with Abba, and turn the unwillingness of life into a mouth full of sweetness"/Beijing, China: "No way, it's better to take this bite, just sauce, dip it and it's over" / Macau, China: "When you can't move your life, you can tear Mommy's dried meat"/ Anhui, China: "The knife board will leave a fragrance, and the love of the family will also be fragrant" / Inner Mongolia, China: "The snow of the grassland in winter melts into this bag of cheese" / Ningxia, China: "It's good to hug the thigh of your hometown once a year" / Qinghai, China: "The artichoke thousands of miles away from home will still shake off the soil of your hometown" / Shandong, China: "When you don't want to roll it outside, you can roll the green onions of your hometown with pancakes" / Shanxi, China: "In the heart of every Shanxi person, there is a place for a vinegar jar" / Shaanxi, China: Don't tell me about the carbohydrate content of this bun, only I understand the gold content of this mouthful"/Shanghai, China: "Look at all the flowers, but a Shanghai pastry" / Sichuan, China: "The fireworks that have fallen since I left home have long been left in the bacon for me" / Taiwan, China: "Homesickness is a small pineapple cake, I tasted it, and I can't bear to taste it again" / Tianjin, China: "The mouth is happy to bloom, and the thoughts are twisted into twisted flowers" / Tibet, China: "The tough flavor above 3000 meters above sea level can withstand the chewing and aftertaste of the wanderer"/ Hong Kong, China: "The cans of biscuits that I can't afford to lose are the harbor of my affection" / Xinjiang, China: "Put the sweetness of the dried in the bag, and on the way home, there is no fear of wind and sun" / Yunnan, China: "If you miss the flowers in Yunnan, don't miss the flower cakes and grandma's preference" / Zhejiang, China: "I went home and tasted this fresh heart for a whole year" / Chongqing, China: "Just say a word, and the trunk will fill the whole Chongqing"
Reason for selection: When the public returned one after another after the Spring Festival, Taobao launched the "Hometown Baby, Please Get in the Car" public welfare agricultural assistance project, and produced special posters for 34 provinces, municipalities and autonomous regions, presenting the demeanor of hometown babies in various provinces and cities. On the one hand, it shows the strong emotions between family members and wanderers, and on the other hand, it plays the role of a bridge between the platform, linking the energies of multiple parties, including brand merchants and Taobao users, so that the treasures of the hometown can be displayed, and the public welfare can be truly implemented. Through accurate insight into social sentiment, Taobao has identified the typical scene of the trunk of returning home during the Spring Festival full of special products, and launched a creative plan that reflects the voice of the public, bringing emotional value to users, sales value to merchants, and synergies to society, reflecting Taobao's long-term brand social responsibility for public welfare and helping farmers.
Nabacon
Media: Sales & Marketing
Layout: p. 136
Placement: Full page
Date: 2024-02
Memory remnants: gastronomy, design
Likability: ★★★★
Memory: ★★★
Slogan: Born for air fryers
Why it was selected: This print ad is inspired by Keigo Higashino's novel "The Grocery Store", a shop that can get answers to any worries, helping people forget their boredom and sorrow and regain happiness. As a result, Nabaiwei's "Thousand Flavors Anxiety Relief Fried Shop" came into being, determined to use delicious fried food to heal the troubles and sorrows of life, and skillfully introduced and promoted the brand's "air fryer" product to readers. By showcasing a variety of delicacies and the name of "A Thousand Flavors of Anxiety", the ad attempts to evoke the taste buds and emotional resonance of consumers, strengthen the emotional connection between the brand and consumers, and enhance brand loyalty.
Film and television
Tmall "Good Start to the New Year"
Ad duration: 1 minute and 25 seconds
Visual Representation: ★★★
Sound Conveyance Index: ★★★
Likability: ★★★★
Memory: ★★★★
Memory Remains: Rework, Chinese New Year
Reason for selection: The arrival of the ninth day of the first lunar month means that the Spring Festival holiday is officially over, in order to appease everyone's fatigue and sleepiness on the first day of work, Tmall has launched a series of fast-paced short films with brain holes, so that everyone can start work painlessly. Each short film focuses on the keyword "open" to gain insight into the pain points of a working moment, become the mouthpiece of the workers, and then link the commodity with the start of work, and finally return to the full reduction activity of the New Year. Whether it's beauty and skincare, sports gear or digital products, Tmall has everything to help you recover from "post-holiday syndrome". Since the fact of working can no longer be changed, let's face it positively with a more relaxed attitude! With the help of Tmall, everyone will be able to make a good start to the Year of the Dragon!
McDonald's "There is a kind of McCaldonian"
Ad duration: 45 seconds
Visual Representation: ★★★
Sound Conveyance Index: ★★★
Likability: ★★★★
Memory: ★★★
Memory Remains: Witty, repetitive
Reason for selection: There is such a group of people among McMen believers, they don't care about various preferential combinations, but only obsessively order a certain type of single item, so they are called single-point aristocrats, McDonald's shows through three short films that even single-point aristocrats can't resist the super cost-effective 1+1 matching activities. Not only is there a new Crunchy Tribute Vegetable Roll, but it is also online for the first time. The three short films reinforce the memory by repeating the core selling point all the time, and implant the advertising slogan "add a cheaper" into the consumer's consciousness in an elegant and humorous way, highlighting "more cost-effective than a single point" to the extreme. McDonald's playing memes in advertisements is also more likely to attract the affection of young consumers and increase favorability.
Baidu Marketing "Where is Life Not Spring"
Ad duration: 3 minutes and 33 seconds
Visual Representation: ★★★
Sound Conveyance Index: ★★★★
Likability: ★★★
Memory: ★★★
Residual Memory: Emotions, Stories
Reason for selection: Baidu Marketing seized the early spring season and shouted the slogan "Where is not spring in life". The film is interspersed with the stories of three protagonists---- a student who can't get into a key high school, a housewife who wants to get an accounting certificate, and a young man who pursues his dream of being a teacher. They all got tips, inspiration, and learning help in Baidu. The narration is soft and warm, and the background music is light and clean. By narrating their stories, the film conveys to the viewer that no matter where life goes, there is a possibility of starting over. Life is a wilderness, not a track, in an impetuous and anxious society, the eloquent films nourish the viewer's soul like a continuous spring rain. Go forward, you will always meet your own spring unexpectedly, because life is not spring!
Little Red Book "Vacation Not Enough"
Ad duration: 2 minutes 03 seconds
Visual Representation: ★★★
Sound Conveyance Index: ★★★
Likability: ★★★★
Memory: ★★★★
Memory Remains: Crazy Literature, Spring Festival
Reason for selection: The Spring Festival holiday is fleeting, I feel that the holiday was just yesterday, and I have received a rework notice today, Xiaohongshu's start marketing focuses on a sudden madness, the picture is stuck like PPT before going crazy, and the whole screen is filled with exaggerated actions and wild words after going crazy, so the huge contrast created is also in line with the mental state of young people during the Spring Festival holiday. At the end of the video, Xiaohongshu's Spring Festival marketing activities were also mentioned to attract traffic to the live broadcast business, this Spring Festival season, Xiaohongshu really "killed crazy", from the live broadcast of the Spring Festival Gala to the "annual limelight competition", and then to the online fireworks display, Xiaohongshu is expanding the scale of users while also expanding the live broadcast e-commerce business.
Ele.me "Drinking Tea Literature on a Rainy Day"
Ad duration: 1 minute and 44 seconds
Visual Representation: ★★
Sound Conveyance Index: ★★★
Likability: ★★★★
Memory: ★★★
Residual memories: fun, emotion
Reason for selection: Seizing the solar term marketing of rain, Ele.me launched the concept of "rain tea drinking literature". From the ancients who did not farm on rainy days and drank tea at home, to contemporary migrant workers. Quoting famous quotes, humorously and wittily saying the inner activities of the migrant workers who go to work on Monday, it truly restores the mental state of the migrant workers. The tone of the film is dark but not gloomy, and in the lively and melodious music, the narrator says that "the rain is suitable for tea, and there is a break when there is tea". Drinking tea is also one of China's traditional cultures, and Ele.me also cleverly grasps the hot spots of milk tea consumption, from "tea" to milk tea, which is loved by young people, the film screen shows the cups of tea in the hands of the characters, and on Monday after the end of the weekend, people want to order a cup of milk tea immediately after watching it, and get a moment of rest.
New media
State Grid Shaanxi Electric Power
Medium: H5
Memory remnants: painting style, dialect
Likability: ★★★★
Memory: ★★★★
Reason for selection: State Grid Shaanxi Electric Power Network's interactive H5 "If History is Powered - Looking for Qin Traces" is based on the geographical context of Shaanxi, combined with the cultural history of the Qin Dynasty to draw a long axis picture scroll, reproduce the glory and glory of the Great Qin Empire, and cleverly integrate rich power elements according to regional characteristics, such as wind power generation in the Yulin Desert, power maintenance in Baoji, and electricity in Shangluo's shops. At the same time, H5 has made special annotations to the iconic things in the picture scroll and added classic mantras from various cities in Shaanxi, allowing users to quickly understand Shaanxi culture while exploring the power scene and appreciating the charm of the Qin Dynasty. At the end of the scroll, users can choose to take a group photo with the exquisite group photo frame of "If History Is Powered - Looking for Qin Traces", feel the pride from their hometown, and endorse their hometown.
Douyin Eat, Drink and Play Festival
Medium: Outdoor advertising
Memory Remnants: Copywriting
Likability: ★★★★
Memory: ★★★
Reason for selection: In the lively marketing environment of the Spring Festival in the Year of the Dragon, Douyin Life Service has created a "Douyin Eat, Drink and Play Festival" with the same frequency as users by mining the real needs of users for the Spring Festival and using the Spring Festival scene as a "communication bridge". "Chinese New Year consumption" as a connection point to attract attention, "grasp" the appeal point between the activity and consumers, and remind the public to "eat, drink and have fun" on Douyin to save money.
# China New Advertising Selection Project #
Department of Advertising, Shanghai Normal University
Project Consultant: Jin Dinghai
Project Host: Wu Bingbing
Project members: Tian Yaru, Yun Jiaxin, Zhang Shiyue, Zhu Yinglu, Zhao Xiaotian, Ma Qianhui, He Jing, Zhang Yulin, Liang Liwei, Zhou Wenyi, Zhang Sasa, Gu Yujie, Zhang Aimei, Wu Jiarui