On April 19, Nine officially launched its first micro-film "Memory Journey", which is based on the theme of "Fearless Departure, Wonderful Appearance", starring Yi Yang Qianxi, the global spokesperson of the brand, marking a bold attempt by Nine in the field of brand creative marketing. This short film delves into the interweaving of technology and fantasy, memory and reality, and attempts to provide new inspiration for the confusion of contemporary young people, and further deepen the emotional connection between users and the Nine brand.
As a technology brand, Nine has created a technology-generated memory scene in the film, exploring the current predicament of human nature from a unique perspective, aiming to inspire contemporary young people. Through the transformation from indulging in regretful memories to bravely and fearlessly, the micro-film shows the spiritual inspiration advocated by the Nine brand, that is, "fearless departure, wonderful appearance".
The micro-film "Memory Journey" naturally integrates the brand spirit of Nine into the story through a well-designed plot, showing how the brand can be a trusted partner in the journey of discovery. The cooperation with Yi Yang Qianxi has effectively rejuvenated the brand image and enhanced the attractiveness of young consumer groups. This micro-film is not only an innovative brand marketing practice, but also a deep emotional link and value transmission between Nine Company and young consumers. Nine strongly believes that the younger generation has the ability to create a new chapter that has never been seen before.
Back in May 2023, at its 2023 new product launch conference, under the witness of Yi Yang Qianxi, the global spokesperson of the Nine brand, Chairman Gao Lufeng announced the launch of the micro film project. The birth of this project comes from Nine's deep understanding of users and the roots of the company's culture. Therefore, the Nine Micro Film Project is not only a simple marketing campaign, but also a part of a long-term plan for brand culture promotion and creative exploration. Through this program, Nine aims to discover and present truly valuable creative content, explore the infinite possibilities of life with young people, and write a new era full of imagination together.
In the current business environment and cultural context, Nine recognizes that traditional advertising is difficult to penetrate people's hearts, especially for the new generation of consumers who are looking for deep emotional connection and personalized experiences. Therefore, the form of micro-film was chosen to establish emotional resonance with young consumers with its rich content and diverse forms of expression, while conveying the brand concept and mood.
Positioned in the smart short-range transportation market, Nine understands that a brand that touches people's hearts must be able to elicit an emotional response from the audience. The micro-film provides a platform for No. 9 to show the combination of high-end image and deep emotion through narrative, visual aesthetics and other means, and presents it to the audience in an artistic way.
For the user group, which is mainly young people, Nine hopes to convey more thoughts and comfort through "Memory Journey", face challenges with young people, and stimulate their positive thinking and self-reflection. This short film not only showcases the brand image of fearless innovation, wonder and fun, but also encourages the younger generation to maintain curiosity and courage no matter how many unknowns and challenges they face. It is reported that "Memory Journey" will not only be launched on multiple social platforms such as No. 9's official Weibo, WeChat, and Xiaohongshu, but will also be launched on the iQiyi Movie Channel, and offline through the Nine Friends Association in 20 cities, inviting nearly 3,000 users to enter Wanda and other major theaters to experience the cinema-level viewing experience on the big screen.
The launch of "Memory Journey" is an important opportunity for the brand to show its brand power to the market and consumers, and it is also an in-depth exploration of the emotional connection and resonance between the brand and consumers. Through this wonderful journey, Nine invites all young people who love life and have the courage to explore to join this new journey of memory, set off fearlessly together, and discover more wonders!