Workers work as workers, and they have to encounter "elevator horrors" on the way to work.
is talking about elevator advertising, and several electronic screens make the four-square-meter elevator room become an "execution ground" in seconds.
The only way to go up and down the stairs, the elevator advertisement is like a robbery, doing its best to annoy you at every moment.
The workers were locked in a closed car, there was no signal on their mobile phones, and the 3D surround "humanoid repeater" hung on both sides of their heads was repeatedly critted, and the emotions of empathy for Sun Wukong reached its peak at this moment.
No, the "Spicy Brother" who is keen on doing things has added another fire to the elevator advertisement, which is just a fire of annoyance.
1
Recently, Weilong's elevator advertisements have become a nightmare for thousands of workers.
Bombarded by various group messages Dididi during the day, and listening to Dididi's voice in the elevator at night, Weilong not only knows how to make spicy strips, but also knows "spicy eyes".
At the beginning of the advertisement, the two girls took out Weilong konjac and tasted it carefully, with an expression of enjoyment, as if they were eating the delicious food in the world.
Suddenly, the style of painting changed, and two people played, one shouted "heat", and the other echoed "low".
In just 15 seconds, the image loops six times!!
This is not enough, Weilong also made 6 consecutive hits - "low, low", to ensure that after listening to the workers, even if they can't remember what they are doing when they come to the workstation, they will not forget "low, low".
It is undeniable that after experiencing the 800 decibel roar of elevator advertising, 80% of people know the core selling point of the product of "Weilong Konjac Cool, Lower Calories", which has achieved the purpose of wide publicity, and the brainwashing effect is remarkable.
However, in order to implant the "health concept" into consumers, Weilong has adopted the most unhealthy communication method regardless of people's lives and deaths, which is ironic enough.
"Konjac is much cooler and cooler with lower calories" is engraved into the minds of consumers, Weilong is cool, and the workers are very unhappy.
I was irritable when I went to work, and I just wanted to smash the screen with a punch when I saw this ad.
People are locked in the elevator, and there is a noisy sound of "low low" in their ears, lively and quiet, like a strange cyber event.
With the ubiquitous electronic screens, migrant workers don't even have the right to enjoy quiet, and the more they look at it, the more sad they feel.
I thought I was holding back a big one, but I didn't expect it to be a big one, which is comparable to spiritual pollution.
Elevator advertising brainwashing is okay, but to the extent of "disturbing the people" is off the charts.
After being besieged and complained by netizens, Wei Long flashed in the comment area to respond, claiming that he would make rectifications as soon as possible.
On the surface, it is an apology, but in fact it is still "entrainment of private goods", which once again emphasizes the selling point of the product of "konjac cool and low calories", and conveys the precise positioning of the target audience group of "love beauty and health".
Weilong's stitch-type propaganda is exactly the same as the elevator advertisement that "disturbs the people", and the scene becomes more magical.
Netizens were so angry that they could only fight back in the tone of Wei Long's advertisement and defeat magic with magic.
The elevator advertisement was accused of disturbing the people, and the "Spicy Brother" was planted again.
2
As the saying goes, the world has been suffering for a long time.
After the office building, the elevator advertisement has occupied the community and the apartment, no matter what kind of status, you have to endure a full range of indiscriminate attacks, the main thing is that everyone is equal.
Expanding from the office scene to daily life, this also means that from going out, going to work, getting off work to going home, no time period can escape the "claws" of elevator advertising.
For a long time, elevator advertisements have been criticized, and the biggest slot is the noise caused by the repeated cycle of pictures and advertising slogans, which is like spiritual pollution in a closed and narrow space.
When the brainwashing of elevator advertising has become a general consensus, the brand has fallen into homogeneous competition, in order to quickly capture the attention of the audience, the brand continues to wander on the edge of rubbing and overturning, and gradually break through the lower limit of consumers' cognition.
As a result, elevator advertising has become the hardest hit area of brand marketing overturning, and it always shows people with negative impressions.
In order to promote the beauty and beauty effects of the products, the elevator advertisements of five female doctors filmed women with the stereotype of "arrogant" and "unreasonable".
is obviously a brand dominated by female audiences, but it stigmatizes the female group, sells anxiety in a fancy way, and "you force it", who is forcing whom!
Source: Five female doctors
The mask advertisement of the mask family allows the dolphin to "speak", and the sharp dolphin sound makes people feel frightened, and the noise pollution is interpreted to the extreme.
Using the analogy of dolphin skin to use the effect, not only the painting style "underworld", but also the sense of animal cruelty, which caused strong discomfort from the look and sound, and finally the brand video was taken off the shelves and apologized.
Source: Membrane family
Ulike hair removal device, shouted the strange slogan of "no sapphire, I don't take it off", played a big game, and paid a fine of 500,000 yuan.
Source: Weibo netizens
The social software Aichat app made several Wang Xingren dressed as human beings repeatedly ask "Are you still single?", and put it on the face of each single person, which is not very hurtful and insulting.
The public execution of the single state as a "social death" posture is simply out of the ordinary.
Source: Station B netizens
Xinyang promoted the 66 Double Eyelid Festival and placed an advertisement in the elevator hall "Dad, are you ready?", as if the task of cutting double eyelids was arranged on the heads of parents, which made people scratch their heads.
Source: Xiaohongshu netizens
They also advertised elevators, listing scenarios such as gambling, untrustworthy and wife beating, expressing their refusal to serve these bad habits, but the expression of the entire advertising copy strongly caused people discomfort.
This kind of common-sense issues involving criminal law and ethics are marketed as merits and exaggerated against the minimum moral standards.
"The family walks into the elevator neatly, the female beauty on the left, the male hair transplant on the right, and the child in the middle makes up for the ......", the brand is checking and filling in the gaps in the "anxiety list" all the time, and even developing in the direction of vulgar rubbing, underworld painting style, and garbage information flow.
Elevator ads without creativity and soul, only endless noise remains.
3
Having said that, why does Wei Long, who has long been a "spicy brother", go to such great lengths to brainwash users?
First, we want to reverse the traditional perception that spicy strips = junk food and implant the concept of health in the minds of consumers.
With the strengthening of the concept of healthy diet such as low oil, low salt and low sugar, the spicy strip industry is facing unprecedented "health challenges", and it is imminent to break through the inherent image of the brand.
Spicy strip brands not only need to explore "health upgrades" in the production industry to get rid of the shackles of high oil and salt content, but also urgently increase health elements in marketing to retain the hearts of customers who "love beauty and health".
At a time when even milk tea drinks have to be graded, Weilong has made a new selling point of "low calories", which can be regarded as a witty "self-help strategy".
Source: Xiaohongshu netizens
Second, deepen the brand identity of "Konjac Shuang" and consolidate the position of the category.
You must know that Weilong spent five years to develop the first konjac shuang, but it has never been able to win the "konjac shuang" trademark.
According to the relevant provisions of the Trademark Law, "signs that only directly indicate the quality, main raw materials, functions, uses, weight, quantity and other characteristics of the goods shall not be registered as trademarks." ”
Due to the weak distinctive features of the konjac + shuang naming combination, which still constituted a "direct indication only" on the whole, the State Intellectual Property Office rejected the application for registration of the disputed trademark on the grounds that the trademark violated the relevant provisions of the Trademark Law.
Even a popular item with annual sales of more than 500 million yuan cannot have its own name.
Therefore, if Weilong Company wants to win the trademark "Konjac Shuang", the only way to do this is to continuously improve the distinctive features of the trademark, and it can try to make the "Konjac Shuang" trademark obtain the distinctive features that the trademark should have through actual use.
As a new media, elevator advertising has the communication advantages of wide coverage and high audience rate, which can play an efficient and accurate role, help enhance market influence, and make Weilong Konjac Shuang continue to be deeply rooted in the hearts of the people.
It can only be said that although brainwashing advertising is good, it can't disturb the people.