On March 28, 2024, the "THESHOWCASE & 2024 New York Festival Greater China Advertising and Marketing Effectiveness Award Case Show - South China University of Technology" jointly organized by the School of Journalism and Communication of South China University of Technology, New York Festival, Guangzhou Advertising Industry Association and Guangzhou 4A was successfully held at the University Town Campus of South China University of Technology.
Taking the New York Festival as the starting point, this event invited 6 representative guests from the advertising industry to share the theme, which has both the pertinence, professionalism and practical applicability of the event, and helps the international development of Greater China advertising with international vision and experience.
Event Agenda
01 Reach out and pick up the stars - the Ten Commandments that lead to the New York Festival
Mr. Wu Jinjun, Chief Representative of New York Festival Greater China, shared the theme of "Reaching Out for the Stars - Ten Commandments to the New York Festival", explaining in detail the judging criteria that are not only applicable to AME, but also applicable to international advertising creation from the professional perspective of international judges, providing directional guidance for the internationalization of Greater China advertising.
Mr. Wu Jinjun, Chief Representative of New York Festival Greater China
Mr. Wu Jinjun first introduced the origin of the New York Festival Advertising and Marketing Effectiveness Award (AME). Founded in 1957, the New York Advertising Festival has been celebrating the world's most ground-breaking, creative and outstanding advertising creations. In 1994, the New York Festival established the Advertising and Marketing Effectiveness Award to recognize advertising and marketing cases that provide breakthrough solutions to challenging marketing problems, and there are five competition regions around the world: Asia Pacific, Europe, Latin America, Middle East and Africa, and North America. In 2024, on the occasion of the 30th anniversary of the establishment of AME, in view of the important contribution of the Greater China market to the world, strong development potential and commercial value, Greater China is independent from the Asia-Pacific region, and the New York Festival Greater China Advertising and Marketing Effectiveness Award is established, encouraging participants from Greater China to participate in Chinese works, and the jury that understands the Greater China market directly selects the grand prize, gold award, silver award, Bronze and Finalist Awards, the winners will receive the New York Festival's iconic trophy and the winning entries will be included in the WARC (World Advertising Research Center) Effectiveness Case Library.
"Great ideas, perfect execution" is the purpose of the New York Festival, which is the common denominator of each award-winning entry, and can also be understood as the "minimum threshold" for entering the international stage of the New York Festival. The judging dimensions of the New York International Advertising Festival (Creative Awards) are: creativity (40%), brand relevance (35%), and execution (25%). The Advertising and Marketing Effectiveness Award (AME) also breaks down the evaluation criteria according to the characteristics of the award: challenge/strategy/insight (30%), creativity (25%), execution (25%), and effect (20%). From the perspective of the change in the review dimension, AME has reduced the proportion of creativity and strengthened the orientation of the integration of quality and efficiency.
The Grand Prize puts forward higher requirements – ideas that change or improve the world, ideas that change or improve people's perceptions or behaviors. DATA TIENDA, which won the 2023 Grand Prize of the Year, profoundly illustrates this requirement. The majority of low-income women in Mexico face difficulties in obtaining bank loans due to lack of credit history, and women are unable to study or start businesses, which hinders their personal development. KEENLY AWARE OF THIS UNMET NEED AND OBSERVING THAT SUCH WOMEN TURN TO NEARBY SHOPS FOR LOANS, INVESTMENT FIRM WECAPITAL CAME UP WITH AN INNOVATIVE SOLUTION, THE DATA TIANDA PLATFORM, TO INCORPORATE EXISTING UNOFFICIAL CREDIT HISTORIES INTO THE OFFICIAL CREDIT RATING SYSTEM. The platform removes barriers to low-income women's loans, advocates for the underprivileged with great ideas, and helps Mexican women fight for their financial rights, achieve great social benefits, and demonstrate corporate social responsibility.
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纽约节2023年度全场大奖《DATA STORE》
The winner must have something unique about it, that is, there must be a breakthrough. It can be a breakthrough for the brand itself, such as McDonald's skillfully using the Gestalt principle to break the inherent perception that the brand logo must be presented in its entirety, and achieve the communication effect of "knowing and smiling" with partial display, or a breakthrough in categories, such as Volvo's "E.V.A Initiative", which promotes the development of women's safety and security performance in the automobile manufacturing industry through free sharing of research results, or a breakthrough in social benefits, such as the "DATA TIENDA" mentioned above , solving old problems with new thinking, helping Mexican women solve the problem of difficulty in obtaining loans due to lack of credit history, demonstrating high social value.
Brilliant ideas and successful execution lay the foundation for success, and SHOWCASE is not to be compromised by competing with many of the best on the world stage. Based on his years of experience in competition operation and selection, combined with the characteristics of award-winning cases, Mr. Wu Jinjun summed up the ten principles of SHOWCASE, including impactful first impressions, discarding details that have nothing to do with big ideas, interesting stories throughout the beginning and end, and making good use of authoritative materials.
From the perspective of the background of the times, although China's advertising industry has achieved leapfrog development, the international voice of China's advertising has not been significantly increased with the development and growth of the market. If it wants to be among the world's first-class, Chinese advertising should be based on international vision and standards, introspective self-study, and move towards the world competition stage on the basis of stabilizing its own cultural core.
02 Diversity of creative links to empower the city's brand temperature
Urban settlements are the handicrafts of the geographical network, the largest artwork of human society, and the theater of social behavior, which is not only the material basis of economic activities, but also the drama stage of human culture. Mr. Wu Xiaoxi, Managing Director of E-link Taiping Netlink, took "Discover Together, Xishuangbanna" as the theme case, showing the diversified links in Xishuangbanna's city branding under the big idea.
Wu Xiaoxi, Managing Director of E-link
Xishuangbanna is the only tropical rainforest on the earth's latitude of 21°N, a kingdom of plants, a paradise for rare animals, inhabited by 13 ethnic groups, forming a diverse feature of biology, culture and industry. Through the big idea of "discovering together", Xishuangbanna fully mobilizes local cultural, industrial, ecological and artistic resources, gathers more than 480 creators from all over the world, integrates KOL, social media interaction, urban IP and other channels, stimulates the vitality of the audience with a positive theme, shows the unique charm and vitality of Xishuangbanna, reshapes the ecological diversity culture of the rainforest, and links people with people, people and cities, and people and ecology, and successfully shapes a phenomenal tourism city.
Case map of "Discover Together, Xishuangbanna".
The case fully demonstrates the strategic, systematic and interactive characteristics of current urban communication. Through the top-level strategic design, the system integrates urban resources to achieve the purpose of diversifying and synergizing the image of the city. Through the redesign and full application of public space and Songkran activities, people can interact with all kinds of things and people in the city, infiltrate the cultural atmosphere of the city in the interaction, and achieve the communication effect of touching the soul rather than looking at the fancy.
03 Carry out cultural and spiritual advertising and marketing to achieve brand rejuvenation communication
With profound industry experience and deep thinking, Mr. Chen Xiongliang, the founder and CEO of Wuji, put forward the unique methodology of "Wubi Creativity Creates Wuji Brand", that is, brands should find a unique spiritual core, and carve a unique brand brand in the hearts of the audience through unique creative communication, and shared the case of BYD's "River Mussel Youth".
无二Zero2Digital创始人兼CEO 陈雄亮
Like most brands that bravely climb, BYD, a leader in new energy vehicles, has encountered many challenges in its growth. BYD chose to adhere to long-termism, open to learning, and explore internally, showing a vigorous brand vitality. With a deep insight into the mentality and performance of contemporary youth, combined with the brand's growth process and concept, BYD launched a series of advertising and marketing activities called "Hebang Youth".
Through story-based narration, it affirms the perseverance and courage of contemporary young people who are eager to grow, fearless of ups and downs, insists on themselves, and nurtures pearls, and also demonstrates the spirit of perseverance, self-confidence, and self-improvement of the BYD brand. Through in-depth cultural and spiritual advertising and marketing, BYD has successfully achieved a new brand image, demonstrated the surging youthfulness, and realized the resonance of the brand spirit and the young group at the same frequency.
Case map of BYD's "River Mussel Youth".
In fact, with the rise of the new generation of consumer groups, the consumption needs and concepts of different generations of consumers are significantly different, and how to maintain the brand longevity, rejuvenate the brand vitality and realize the rejuvenation of the brand has become one of the core issues of brand advertising and marketing. Many once-prominent brands have not been able to keep up with the times, thus suffering from the fatal problems of brand aging and loss of core assets. Therefore, the pursuit of brand rejuvenation can not only stay at the level of marketing activities, but also need to form brand culture and spiritual marketing through in-depth insight, so as to achieve brand renewal from the inside out.
04 Creation and re-creation of brand IP to achieve brand anthropomorphic growth
First of all, brand IP is the emotional sustenance of consumers on the product, and anthropomorphic IP is easier to interact with the audience than abstract brands, and the audience can also map the brand through IP and have emotional identity and resonance with the brand. Secondly, brand IP is a soft extension of the brand LOGO, and a mature brand IP can assume the function of brand identity to a certain extent. For example, when Disney is mentioned to the public, most people will think of cartoon characters such as Mickey Mouse and Winnie the Pooh, rather than Disney's official logo. Finally, IP is also the main narrative of the brand story. Each IP is unique, with characteristics and values that are in line with the brand's tonality, and carries the function of conveying the brand's philosophy and values to the audience.
The two cases shared on the spot reflect the two stages of brand IP creation and development - the recreation of new brand IP and classic brand IP.
Ms. Wang Yuanting, ECD of Zhaoyang and Ranch Guangzhou, shared "Raffles City Shanghai IP Creation and Communication", which clearly shows the development process of a new IP from scratch.
昭阳和牧场广州ECD 王源婷
Raffles City Shanghai Changning was built on the site of St. Mary's Girls' High School, the alma mater of Ms. Zhang Ailing, and the ancient bell tower has become a landmark here, showing its unique urban feelings in the historical charm. Inspired by this, Raffles Changning launched the "LADY3" IP on the occasion of its third anniversary, using the well-defined word "LADY" to show the diverse tones of Shanghai women, and the suffix cubic represents the three sisters with different personalities, and serves as a symbol of the third anniversary. The "LADY3" IP has been fully extended and utilized in brand activities, with unique design and personalized copywriting, IP design, peripheral products and multi-format brands cooperating with each other, landing offline in the mall, online linkage brand check-in, achieving an online and offline communication boom, and widely acclaimed.
Case diagram of Raffles City Shanghai IP "LADY3".
Mr. Bao Chengjie, Partner and Chief Creative Officer of BU Lanhao, shared the creative advertising works of Tencent's "Wisdom and Sports Double Hundred" public welfare program "Ferris Wheel in the Mountains", explaining how to shape the dimensions around four major IPs: user-based and brand-oriented, story narrative and emotional momentum, extension and expansion of the circle, cross-border breakthrough, long-term operation and long-term iteration, build a three-dimensional brand image, and realize the recreation of Tencent Penguin's classic IP.
BU蓝昊合伙人兼首席创意官 鲍成杰
With the aim of helping to balance urban and rural education, "Ferris Wheel in the Mountains" increases public welfare exposure during the Mid-Autumn Festival to showcase Tencent's brand concept of "technology for good", and tells the story of a rural child who grows taller in the company of penguins and "intelligently" builds a water wheel with his own whimsy. Through the interpretation of story-based IP, the clever use of "Chang'e" homophonic theme Mid-Autumn Festival, in a way that is easy for the audience to accept, successfully broke through the classic image of Tencent Penguin, developed the Mid-Autumn Festival limited "Long Goose" IP, attracted users' attention with its three-dimensional and vivid image, created social energy, added warmth and warmth in addition to joy, and invisibly made "Long Goose" an innovative brand symbol, and promoted the brand development of Tencent Penguin IP.
A case map of the re-creation of Tencent Penguin's classic IP
The core of brand IP development is to interact with consumers with a flesh-and-blood, concrete and sensible image under brand operation, and produce sustainable content products, and finally realize its own topics and traffic, continuously improve its popularity and influence, and achieve the flow transformation of IP, brand and sales triangle. The brand development of IP is to achieve more self-driven and influential long-term operation on this basis, and to achieve more efficient brand equity accumulation.
05 冲击波营销引爆自传播
In the era of information explosion, consumer attention has become a scarce resource and the focus of countless brands. In the face of this dilemma, how to create efficient advertising?In addition, Mr. Sun Yong, a creative partner, put forward the idea of "stop inefficient advertising and start shockwave marketing".
Outside of the creative partner Sun Yong
"Shockwave marketing" focuses on using all possible creativity and media to create and launch strong information to the audience, stimulate the audience's motivation and vitality for brand self-communication, and transform consumers from passive recipients of information to active communicators, so as to improve communication efficiency, break through communication barriers, and enable brands to carry advertising and marketing, effectively reach the hearts of users, and achieve the best advertising effect.
Practical case: "Love Me with Your Extreme Skin", which changes the male-dominated mainstream of the condom market, pays attention to the real needs of female users, breaks the convention, and stands in the perspective of women to convey respect and support for women's pursuit of sexual pleasure through advertising. At the time node of "520", in the gathering place of straight men, Hupu, a number of #girls were invited to collectively complain about condoms#, setting off a wave of female topics, and achieving impact marketing effects with unique creativity and communication paths.
The case diagram of Jieshibang's "Love Me with Your Extreme Skin".
Shockwave marketing adheres to innovation as the core, integrates innovative creativity and media, creates powerful content, detonates self-communication, and puts forward high requirements for advertising practitioners, who need to accurately grasp market trends and consumer psychology, and also need to have strong creativity and execution capabilities.
06 Convergence of innovation, cohesion and joint efforts to promote the international development of Greater China advertising
The last agenda of the event was the "Greater China Advertising and Marketing Effectiveness Salon", which was presided over by Liu Xiaoying, deputy director of the Department of Brand Communication, School of Journalism and Communication, South China University of Technology.
Salon scene
(1) Greater China advertising should actively integrate into the tide of international development
On the whole, the proportion of Greater China brands and advertising agencies winning awards in major international advertising competitions is generally low, firstly, due to the lack of awareness of active participation in international advertising competitions and insufficient understanding of the rules of international competitions, and secondly, the advertising creativity still needs to be continuously improved.
Advertisers and advertising practitioners should pay close attention to the trend of the international advertising industry, be good at learning to balance the relationship between Chinese culture, creative innovation and international cognition, dare to innovate and climb, and continuously enhance the awareness and strength of participating in international advertising competition.
(2) It is expected that advertisers will continue to improve their soft power and cultivate a fertile soil for world-class advertising and marketing
Although it has made a global breakthrough in scale, many brands have still failed to reach the international level in terms of the importance and construction of management and cultural soft power, which has partially affected the quality of creative output of Greater China advertising.
In the face of increasingly strong competition, advertising practitioners sincerely look forward to working together with advertisers to explore long-term brand growth paths with co-creation and international advertising concepts. For example, in the output and execution of advertising creativity, it pays attention to the universal values recognized by all mankind, shows global thinking that transcends race and culture, and realizes cross-cultural concerns in the presentation of advertising creativity, so that audiences, no matter which country and region they come from and which language they use, can easily and quickly understand the deep meaning of advertising.
(3) Welcome international event organizations to continue to strengthen promotion and help Greater China advertising to the world stage
In view of the fact that many of the advertising ideas and cultural characteristics presented in Greater China are relatively significant, some of them cannot be favored by international competition judges, and advertising agencies and advertisers also lack understanding of international competitions, so they cannot participate in and follow up the events more smoothly. It is recommended that international advertising competition organizations continue to strengthen publicity and promotion in China, innovate the evaluation mechanism, increase the proportion of Chinese judges, and actively explore event operation and management strategies that are more suitable for Greater China.
Taking AME with both international vision and local characteristics as an example, its establishment is not only of great significance to the Greater China advertising industry, but also provides a platform for advertising creatives from Greater China to show their talents and strengths, builds a bridge for Greater China advertising to communicate internationally, boosts the overall competitiveness of the Greater China advertising industry, integrates into the global advertising market, and realizes wider cooperation and exchanges, adding fresh growth vitality to the classic international event of the New York Festival, and further deepening the influence of the New York Festival in the world.
07 Conclusion
The "2024 New York Festival Greater China Advertising and Marketing Effectiveness Award Case Show" event demonstrated the vitality and creativity of the Greater China advertising industry from an international perspective, and deeply discussed the development trend and path of Greater China advertising on the international stage. I wish the Greater China advertising industry will continue to break through the ability to connect with the world, and continue to create, accumulate and shine on the world stage while maintaining the unique cultural heritage of the Chinese nation!