Source: 4A Advertising Copy
In the first two years, Lin Daiyu's crazy literature became popular, compared with ordinary crazy literature, Lin Daiyu's crazy literature is based on crazy literature, with a little more yin and yang, preemptive, and aggrieved tone.
The sentence "Is it for me alone, or is it for other girls?" vividly reflects Lin Daiyu's frankness and cuteness.
In the first week of the make-up shift in April, RIO gained insight into the psychology of migrant workers who don't want to go to work, and launched a new creative short film "Reborn I Go to Work Drunk in the World", to see how Lin Daiyu went to work drunk and rectified the workplace.
RIO asked Lin Daiyu to perform "I Went to Work in the World"
James Webb Young, an American advertising guru, said: Creativity is a new combination of old elements.
Smart brand marketing will take advantage of familiar elements to make people shine in the form of new combinations of old elements, such as Lin Daiyu in the classic literary work "Dream of Red Mansions".
Why choose Lin Daiyu? Because at Station B, which is good at fancy editing, ghost animals, and second creation, Lin Daiyu's nickname "Lin Daiyu" has long been famous. She seems to be weak, but in fact, she is scared.
Lin Daiyu is a strong mouth, and her sharp teeth and sharp mouth are famous, for example, Daiyu will be jealous and will say in a weird way: "Hey, it's unfortunate that I came." "If I knew he was coming, I wouldn't come." ”
When picking palace flowers, I asked, "Is it for me alone, or are there other girls?" When she learned that the other girls had them, Daiyu sneered: "I know that if others don't pick the rest, they won't give it to me." ”
Lin Daiyu's talent and elegance teach you how not to use swearing, and scare people in one move.
To borrow Xue Baochai's words, "This girl (Lin Daiyu) has a mouth, which is really loved, hated, and not hated."
It is precisely because her mouth is as fast as a knife that she has the title of Lin Yiyi, and some netizens have even adapted it into crazy literature in the workplace based on the current young people's involution and rotten mentality, such as, "You are probably tired, and you are so perfunctory to me"; I probably won't survive this day, and I'm upset just waiting for your news";
In RIO's video, he took advantage of the plot of "Dream of Red Mansions" to restore classic famous scenes such as Daiyu's funeral flowers, Daiyu's jewelry, and Daiyu's jealousy.
In terms of plot design, it combines the plots of migrant workers being led to paint cakes at work, carrying pots in the workplace and fishing in the pantry, which is close to the life context of contemporary young people and enhances the interest of the short film.
In the first round, the leader painted cakes to satisfy hunger, but Daiyu refused skillfully, and used RIO slightly drunk wine with large cakes for the flower sacrifice;
The second time, Daiyu was innocently wronged and carried the black cauldron, so she could only politely refuse to push the black cauldron;
In the third time, Daiyu faced the PUA in the workplace of the king of volumes, ironically touching the mystery.
The witty "drunken literature" perfectly interprets the crazy state of the migrant workers during the week, which arouses the emotional resonance of the migrant workers. At the same time, it is cleverly implanted with a new series of RIO tipsy products to show different flavors.
RIO takes emotions as the starting point, buries stalks in classic literary works, makes traditional culture burst out with new vitality, and also stimulates the emotional resonance of young people, implanting RIO tipsy product elements into the minds of the audience.
Daiyu goes crazy and acts as a mouthpiece for workers
For migrant workers, there are a few days a week when they don't want to go to work, if you use English seven days a week, then Monday is a busy day, Tuesday is a day of death, Wednesday is a day of death, Thursday is a day of death, Friday is a day of happiness, Saturday is a day of freedom, and Sunday is a day of injury. 6. "Free and easy day" and "Sunday "sad day".
There is also a joke on the Internet, "Now you don't need to bring food to work, there are cakes painted by the boss, melons given by colleagues, fish touched by yourself and pots thrown by the leader, you can't eat them at all", on the big stage of the workplace, every day is like a well-prepared feast, and the staple food at the banquet is the office survival rules of various metaphorical images.
RIO updated Daiyu's weekday diary in real time on the official blog:
Monday: Busy day. Three hundred and sixty days a year, he was full of bread alone.
Tuesday: Death day. With this salary, everyone can call me.
Wednesday: Not Dead day. There are other soft persimmons who are willing to take the blame, and they will not look for me.
Thursday: Death day. Who touched my fish? You touched, what did I touch?
Friday: Fulai day. I wanted to make an appointment after work, but coincidentally, the customer also wanted to make an appointment.
Saturday: Free and easy day. Do I have this 996 alone, or do other girls have it?
Sunday: Injury day. On the weekend, why do you have a holiday and you are wronged?
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With the help of homophonic stalks and the emotions of workers who don't want to go to work, RIO cleverly and wittily brought out the rules of survival in the workplace with this set of emotional copywriting, and let Daiyu become a worker Internet mouthpiece. The theme of "I go to work drunk in the world" vividly reflects the suffering of working people at work, as well as the role of RIO being slightly drunk to let her release her true temperament.
In order to interpret the theme, RIO also launched a set of poster copywriting with the theme of "I am drunk and drunk in the world", with the help of Daiyu's tone, yin and yang workplace.
I probably do
I can't survive this day
Just turn on your computer
Just upset
If it weren't for
A few taels of broken silver
Who wants to be here
Rush and toil
This leads
What a wonderful person
It's really Bijamu
It's hard to serve
It's hard for you
I'm afraid I'll be idle
Always thinking of a way
Keep me busy
I thought I was myself
It's different from the other ones
I guess it's me
It's on your own
After all, I got through it
Off-duty hours
Look no further
Those are annoying
information
In addition to the "Tipsy Package", RIO has also launched a series of peripherals such as "Dai Drunk Stickers to Work" and "Dai Drunk Notes to Work", allowing Sister Lin to become a part-time worker and help you be a chic free person.
The reason why Daiyu literature was chosen for dissemination is because it is very much in line with the concept of contemporary young people that "it is better to go crazy and consume others externally than to consume oneself internally".
With the help of Lin Daiyu's crazy literature, the copywriting becomes more interesting and fits the social media context.
Tipsy Mood Marketing Redefines Solo Drinking
In today's marketing content, brand marketing needs to provide users with not only product function value, but also user value.
The core of emotional marketing is to grasp the emotional needs of consumers, and let consumers have a sense of identity and loyalty to the brand through the spread of emotions. Emotional marketing allows brands to establish a deep emotional connection with consumers, allowing consumers to develop emotional identification and influence purchase decisions.
For a long time, "drinking alone" has been the scene positioning that RIO Slightly Drunk adheres to, targeting urban young people living alone, as its slogan expresses: "a little wine for one". Nowadays, many young people, rather than "a group of lonely people", they prefer "a carnival".
In response to the different moods of seven days a week, RIO launched the "Tipsy Package" for migrant workers, giving away 7 different products for a week, and showing the different emotions of migrant workers with dopamine color scheme.
RIO captures the emotional appeal of young people to be alone, aiming at the solitude scene of urban youth after a busy day and returning home from work at night, cultivating users' daily drinking habits through situational marketing, and building RIO Slightly Drunk into the first choice for young people to drink alone at a moment's time, and the best product to "accompany young people to enjoy a person's relaxing and leisure time".
Therefore, in RIO's consistent advertising, it is to create a solitary scene and interpret the fun of empty nest youth drinking alone.
This time, Lin Daiyu was invited to endorse, and she also deeply cultivated the workplace scene and aroused the emotional resonance of migrant workers. Continuously build a connection between the brand and the public, and strengthen the audience's mind.