编排 | 日尧 审核 | 日尧
Author | Li Dawei Source | Internet Brand Officer
The Qingming holiday has just passed, but the spring is still full of joy, and people unconsciously start to think about whether to go to Spring Mountain or camp and barbecue with friends on the weekend......
Seeing that the weekend is getting closer and closer, but until now the group is still arguing about what to do during the holidays. After all, the weekend's itinerary directly determines what to prepare for these days. We have been in a state of "anxiety" until today, when I inadvertently swiped an advertising video for Meituan's spring marketing of takeaway, as if I had eaten a "rejuvenation pill......
After reading it, I was completely flat, and I was quietly watching their online battle all day today. Because this commercial "tells me" that no matter what I do tomorrow, I can prepare it on the spot through Meituan Takeaway, and you say that this bug will never be fixed!
You must be very curious, what kind of advertising is so magical, so as a marketer, I must talk to you today about Meituan Takeaway, a very suitable advertising film for spring travel.
It's a comedy first and a marketing second
In fact, there is always a misconception in the marketing circle: consumers never hate advertising, they just hate inferior advertising.
To be honest, I watched the Meituan takeaway commercial as a comedy, and it used montage editing points to set up a strong "dramatic" conflict.
For example, in "Flowers", you think that under the cherry blossom trees with petals, the tear-stained eldest brother is nostalgic for the lost locomotive years, but in fact, he is just pollen allergies.
The dramatic conflict brought about by this contrast has a kind of nonsensical style of "Zhou's comedy", which makes people laugh. The same technique was tried and tested in the next two scenes.
In "Emily", you think that the old man by the river in the park is flirting with the old lady on the bridge, but in fact, he is just unbearable from the sun, anxiously waiting for his takeaway.
In "Broken Breath", you think that the girl in white is running to her lover in the sudden spring rain, but in fact, she hurriedly goes to get the tent delivered by the delivery man to camp with her good sisters.
Do you understand? The "disappointed expectations" created by the contrast between before and after are not only full of comedic effects, but also have profound memorable points.
This is also where I think Meituan Takeaway is more clever - the brand's information points and demands are hidden under the wrapping of comedy coats, but the moment of reversal is impressive:
In the personal protection scene of spring travel in the chapter "Flowers", as soon as the transmission point of "Shangmeituan Takeaway to buy Watsons" appeared, it immediately dissipated the atmosphere set off by the first half of the short film, and remembered the information point that you can buy protective products in Meituan Takeaway in spring with a smile.
In the same way, the "Emily" chapter "Go out in spring to prevent snoring, go to Meituan takeaway to buy Miniso", and "Break the air" chapter "Easy camping in spring, go to Meituan takeaway to buy Decathlon" have all played the same communication effect.
To a large extent, Meituan Takeaway relies on the user's interests, puts the "comedy" part in front and enlarges it, moves the marketing part backward and sets it as a "reversal point", so that everyone knows in the exclamation of "wow" that Meituan can solve so many untimely needs of everyone.
Playing is a homophonic stalk, and it solves the real pain points
To be honest, I didn't know much about the protagonists in the short film at first, but I simply thought that the BGM of the three-act scene in the short film was still very good, and I learned from the barrage of netizens that this was a band called Rejuvenation Dan, and when I made up for the "knowledge" of this band, I understood the "good" of the second layer of the commercial:
Solve the real pain points of users in the laughter and scolding memes.
I think modern people who surf the Internet, especially young people, can understand this as well as me. Just like "The Legend of Zhen Huan" more than ten years ago, netizens repeatedly smacked the small details with a magnifying glass to study a "Zhen Xue", and the Meituan Takeaway commercial also set up many details for netizens to play with.
First of all, on this most conspicuous name - the Rejuvenation Dan Band, the communication slogan of "Rejuvenation is in this order" is obviously the homophonic stalk officially presented by Meituan Takeaway.
It is said that the official meme is the most deadly. From "Rejuvenation Pill" to "Rejuvenation Sheet", from the name to the plot setting of the three-act scene, I don't know if you have smacked out "Spring is here, it's here again... of the season".
However, this is obviously not the main meaning of Meituan's takeaway. In my opinion, the so-called "rejuvenation" refers to the beautiful sunshine in spring, and Meituan Takeaway can help you get rid of the troubles of sun exposure, and the gentle wind in spring, Meituan Takeaway can help you get rid of the itch of catkins and pollen......
See? Playing stalks, but not just playing stalks, but pointing to the real pain points of users' spring travel scenes in the stalks, "rejuvenation is in this single" returns to the beautiful side of spring.
Secondly, play is the stalk of BGM. Friends who know the Rejuvenation Pill band should know that the BGM used in the three-act short film is the band's three songs "Flowers", "Emily" and "Breathless". If you are a fan of them, the moment the BGM sounds, the corners of your mouth must have been raised, ready to go to an auditory feast, even if you are not their fan, or even know them, there is a high probability that you will be like me, the scene created by the first half of the music and the reversal after it will only make you more profound.
Of course, what I think of as "playing with memes" is of course not limited to the present, and I think it is also the source of the long-tail effect of this commercial.
How to understand?
Just like the new value of "The Legend of Zhen Huan" interpreted by current netizens, the stalk of this advertising film from the name to the BGM will be taken out and repeatedly smacked by latecomers even after the end of the Meituan Takeaway round of communication campaign, extending the value of secondary communication. Because it's detailed enough and interesting enough.
The scene that runs through life becomes a life platform for everyone
I don't know what everyone's perception of Meituan's brand is?
A food delivery platform?
I don't know if everyone's perception of Meituan's takeaway brand is the same as mine after watching this commercial:
It turns out that Meituan Takeaway has become a life platform.
And this is exactly what Meituan Takeaway wants to convey to the public through the advertising film, Meituan Takeaway has already broken through the scene of takeaway and entered all corners of life.
What is presented in the advertisement is just a playful preview of Meituan's travel to the public in the current spring season: those sunscreen equipment, camping tents, and protective masks that are necessary for spring travel can all be delivered instantly.
As Wang Guan, the head of marketing of Meituan Takeaway in the "Rejuvenation Dan" project, said at the previous Meituan Instant Retail Brand Conference, "instant retail" has become a new way of life for young people, and Meituan Takeaway has continued to carry out a series of brand marketing campaigns in recent years, and continues to accelerate the creation of a retail mentality in diversified categories & scenarios.
Indeed, if we stretch the timeline, we will find that Meituan Takeaway has already put its efforts and actions into the line of instant retail.
As far as I know, Meituan Takeaway has made a lot of attempts to rely on scenario-based communication.
For example, as early as 2022, Meituan Takeaway teamed up with second-hand roses and Minisos to spread the matter of "buying frisbees at Meituan Takeaway" to the public.
During the Double 11 of the same year, Luo Yonghao, a topical figure, was invited as a special rider (actually an advertising endorsement) to help Meituan Takeaway on Double 11, telling the public that "Meituan Takeaway can order a mobile phone", which caused heated discussions on the whole network.
Last year, Meituan Takeaway officially announced its sponsorship of the Chinese swimming team that is the best at "paddling", and joined hands with the athletes to bring the advertising film "Paddle Water Master", which shows that Meituan Takeaway has thousands of good things delivered in as fast as 30 minutes through various homophonic stalks and various "water skiing times".
This has continued to precipitate the instant retail mentality among the public.
Therefore, it is an established fact that Meituan Takeaway has long gone beyond the scope of takeaway itself, extending to more scenes of public life, and in the process of increasing more contact points with public life, it has also become a life platform for everyone as a life companion.
One of the noteworthy details is that, as presented in this commercial in collaboration with the Rejuvenation Dan Band, the anti-allergy masks received under the cherry blossom trees, the sunscreen received only by the lake in the park, and the tents received only during the sudden spring rain, this is not only a concrete interpretation of life that is always full of "accidents", but also the original appearance of life, life does not have so many certainties, but Meituan Takeaway can always appear in time to solve every sudden problem of life.
So, taking advantage of the spring day, are you sure you don't want to go out for a walk again?