For brands, marketing and communication at a specific time can often play a role in getting twice the result with half the effort, so outdoor advertising has become an important way to promote brand marketing during holidays with its wide coverage and natural scene advantages.
For brands, outdoor advertising on each special festival can not only convey a good and friendly brand impression, but also attract the attention of more consumers than in the past. Outdoor advertising + marketing power during the holiday period is part of the brand's long-term strategy, which can help the brand to establish contact with the audience on a larger scale during the delivery cycle, penetrate the people's hearts of the people, and realize the brand's appeal, which is also the value of the real marketing power of outdoor advertising.
For a long time, festivals have been a hot spot for brands to take advantage of their marketing power, from the beginning of "occasionally" to the current "must do it every festival", and the marketing power of festivals has become more and more fanatical.
01. Emotional demand explodes to improve holiday consumption power
For brands, outdoor advertising on each special festival can not only convey a good and friendly brand impression, but also attract the attention of more consumers than in the past.
Outdoor advertising helps brands to establish contact with the audience on a larger scale during the delivery cycle, combined with the popular communication theme, to achieve the brand's appeal, which is also the value of outdoor advertising marketing power.
Festival events are really important for outdoor advertising, all the main consumption of mainland people is generated in the festival, the holiday consumption power is several times that of ordinary days, at this time to do a good job in brand marketing is the most important.
The outbreak of holiday users' emotional needs can effectively improve holiday consumption power.
With foot traffic, innovation is your core competency. Just like LED advertising in the same area, some advertisements have higher exposure, and some are worse, so we should pay attention to it, because the core of outdoor advertising is creativity in addition to foot traffic.
From the festival posters with the style of Old School, to the big and small brand festivals that all parties fought against. Festive marketing has become the "standard configuration" and "essential element" of various brand promotion actions.
Essentially, holiday marketing is the process by which brands find and connect with consumers. Through the marketing power of festivals, the brand and consumers can achieve emotional resonance and value recognition.
The dividends of festival marketing power flow bring a crowded volume space, and the content and concepts of communication are highly similar, making the festival marketing force track more and more crowded. Brands are drowned in waves of voice, blurred and illegible.
And now outdoor advertising is no longer limited to the background board, but more in pursuit of interactivity and visual impact and expression. Last year alone, there were as many as 72 cases of marketing power, and if you want to rely on outdoor advertising to stand out in the mass node, you must first find differentiation from other advertisements.
02. The difference in the marketing power of outdoor advertising festivals
Coca-Cola once had a classic case of marketing power, launching an invisible vending machine on Valentine's Day, and when a couple passed by, it would light up a romantic advertisement, which shows that outdoor advertising has long been not rigid and rigid.
Therefore, the most fearful thing about outdoor advertising is not that there is no traffic, but that it is tiring to be the same, so boldly use your imagination.
1. Build scenarios and differentiate insights to help break the game
During the Spring Festival, the red can Wanglaoji accurately gained insight into the psychological scene of people's pursuit of auspicious and festive atmosphere and expectation of "auspicious wishes" during the New Year, combined with its own unique red packaging, and skillfully combined the Wanglaoji brand with the concept of "auspicious year". At the same time, it also paves the way for the IP cognitive binding between "Wanglaoji" and "Auspicious Year".
▲ The red can Wang Laoji was put on the giant naked-eye 3D screen of Wuhan Station
2. "Touching the scene and creating feelings", taking advantage of the scene to amplify emotional needs
At the end of last year, Shede Liquor launched the "Longyao China Blessing in Shede" Spring Festival Chamberaign, covering nearly 20 provinces and 40 core cities with a high-potential energy hub and core business district to seize the New Year market.
▲ Shede wine was put on the naked-eye 3D brand column of Jinan West Railway Station
Connect the scene with emotion, and amplify the emotion by the scene. When returnees who have been wandering for a year see the picture of willing wine on the way home, they can't help but have the emotional resonance of "a year of hard work, there is a give-and-take, life is normal, and if you can't come again".
This kind of emotional care with brand temperature makes Shede Liquor stand out in the highly competitive market and has won wide recognition and love from consumers.
▲ Shede wine was put on the naked-eye 3D brand column of Jinan West Railway Station
3. Subdivision of opportunities and sub-scenarios emerge to spread the "blue ocean"
During the Chinese New Year, the consumption scenes of young people visiting relatives and friends, dining parties were keenly captured by RIO. After a deep insight into the collective emotions of young people, RIO landed in the core hub of the first and second tiers of the country with the 8 degrees strong series, setting off a wave of "good luck".
▲ RIO Qiangshuang launched the giant naked-eye 3D screen of Wuhan Station
The psychological appeal of young people wanting "good luck" has been released and expanded in the Spring Festival scene, and RIO has also taken this opportunity to complete the invisible but close emotional communication with young consumers while presenting the core of brand value.
▲ RIO Qiangshuang launched the giant naked-eye 3D screen of Wuhan Station
There's no denying that in today's world of brands, holiday marketing is playing an increasingly important role, not only providing a platform for brands to showcase their value proposition, but also creating opportunities for brands to connect deeply with consumers.
Baidu index shows that during the Spring Festival, the search behavior of netizens of brands such as Shede Wine, Red Can Wang Laoji, and RIO Qiangshuang all showed varying degrees of increase, which also reflected the positive effect of building scenario-based communication during the holiday marketing power at a certain level.
03. Outdoor advertising festival marketing wins in creativity
For the upcoming Christmas season, the well-known Australian retailer Myer will decorate its windows around the theme of "Christmas uncancelled", which will recreate the lockdown of Melbourne over the past seven months.
The story in the window will tell about Santa Claus, who is trapped at home and can't go out to give Christmas presents to everyone, and luckily, it's a happy ending, with Santa Claus ending up with presents for the children in Melbourne in a special way.
This window design has brought many good memories to people, and in the past few years, these memories are now put back together to bring a new feeling to the audience in another form, and the heartwarming story is touching, and some people who have passed by the window and read this story have even shed tears.
As one of the brands that loves holiday marketing, Coca-Cola launched a limited edition of Christmas packaging in Japan - as long as the bottle wrapper is gently pulled, it will fold into a ribbon flower. The ingenious idea starts from the perspective of sharing joy and passing on love, and a little thought makes a bottle of Coke humane during the festival.
Also making a fuss about packaging is fast food giant KFC. During the Christmas season, KFC launched a new breakfast Christmas series of paper bags to bring people a touch of warmth in the morning.
04. Outdoor advertising festival "marketing power battlefield"
Of course, in addition to Christmas, the annual double eleven and double twelve are also marketing power nodes for various brands to increase outdoor advertising promotion, and subways, elevators, and outdoor brands can become "marketing power battlefields".
Panasonic Double 11 subway advertisement
Advertisements for elevators on Double 11 of various brands
During the Double 11 period, Gujia Home Furnishing launched all kinds of outdoor media
05. Outdoor advertising wins at every marketing power node
At the end of each year, Singles' Day, Christmas, Chinese New Year's Eve, Spring Festival and other brands must not miss the marketing power nodes one after another.
1. New brand vitality
It can empower the brand with culture, activate traditional culture, and rejuvenate the brand.
At the moment when content and cultural consumption is upgrading, more and more young people are beginning to pursue cultural texture, hoping to improve their aesthetics, and find a sense of belonging and spiritual and emotional resonance.
As a result, those cultural experiences that seem to understand themselves better become a conciliator to soothe the restless soul and a new way to release the self. During the eleventh period, the "cultural relics tourism" series of outdoor advertisements created by AutoNavi is a good example.
With the theme of "this eleven is moved by a billion", Gaode made a series of magical posters, on the screen, the thousand-year-old cultural relics in the posters "lived", and they had fun in various popular attractions, showing a state of "enjoyment": Dali people leisurely vinegar fish in the West Lake, Du Fu lived in a five-star suite, and the terracotta warriors and horses were lying comfortably in the hammocks in Sanya.
In terms of copywriting, it combines Internet buzzwords, which is very social. And the title is very intimate, such as calling Du Fu "Adu", calling Ma Ta Feiyan "Little Ma Brother", and calling the lady "Shi Shizi", which is kind and cute. This set of posters was placed in subway stations in Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou and other places, attracting many pedestrians to stop and watch.
2. Emotional bond
It is necessary to build an emotional bond between the brand and the festival
From the user's point of view, an effective holiday marketing plan should be able to restore people's expectations of the festival, so that people can taste the unique taste that the festival should have.
Therefore, to help create a festive atmosphere, by linking brand characteristics and festival connotations, so that target users can get a sense of festival participation faster and more conveniently through our products or services at a lower cost, we can obtain users' heartfelt recognition and positive communication.
During the 2019 New Year's Day, 999 Cold Spirit creatively transformed Shanghai's bus kiosks with the help of portrait sensing technology. The billboard is simulated as a bus compartment, and the two LED screens are presented as the form of windows, and the Shanghai street scene crossed by the "window" attracts consumers to stop. At the same time, the bus shelter has added portrait sensing technology, and when someone passes by, the bus shelter will automatically freeze the picture.
In addition, this is also a wishing wall, through the QR code on the bus booth, you can upload your 2019 New Year's wishes and pictures on H5, and be posted on this creative bus booth for the whole Shanghai people to witness.
The integrated marketing activity of 999 Cold Spirit Shanghai Station not only builds a connection with consumers from the brand level, but also cuts into the level of brand concept, and enhances the recognition of products and brands by Shanghai consumers.
3. Life connection point
Brands need to connect with consumers
The younger generation of consumers is more pursuing a lifestyle of self-identity and resonance and interaction, and playing with young people is the key move for many businesses to take the initiative to capture young people.
During festivals such as Children's Day, Father's Day, and Valentine's Day, Baidu APP has created several groups of outdoor advertising cases out of the circle with interactive copywriting, and carried out the style of "dialogue" + Baidu search box to the end, achieving the ingenious combination of festivals and brand characteristics.
During Children's Day: Baidu APP "Let the children go" series of outdoor advertisements, shouting parents in the air, hoping that on this day, parents can give their children a holiday, close the textbook, put down homework, and enjoy the holiday.
@所有人:
I am Mr. Peng Xiaodong, and I would like to thank all advertising media companies, advertising associations, advertising chambers of commerce, etc. for choosing to invite me to be true love!
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During Father's Day, Baidu APP made a set of outdoor advertisements with the theme of "Don't ask Baidu, go home and ask your dad", presenting various problems encountered by netizens in life simply and intuitively in front of the public.
During the Qixi Festival, Baidu APP combined with the anti-routine copywriting of "Don't ask Baidu when choosing a gift for Qixi Festival" to remind the public: There is no only answer to the question of feelings.