Halfway through March, the weather warmed up. Didi launched the marketing campaign of "Spring Equinox Didi into Spring", and Xianyu launched "Spring Saving New Flowers" to shorten the distance between the brand and the audience. With the good spring, let's take a look at what is new in March!
Plane class
Taobao x Nanjing Museum
Medium: Internet
Date: 2024-3
Memory remnants: images, copywriting
Likability: ★★★
Memory: ★★★
Advertising slogan: Spring and Jingming
Reason for selection: Under the warm spring sun, Nanjing Museum and Taobao clothing have joined forces to create a cultural and visual feast. On March 18, the two sides jointly launched the "Spring and Jingming" series of Chinese costumes, which were jointly designed by well-known brands [Chuandai Time], [Yuanshan Qiao Hanfu] and [Anytime]. The series draws inspiration from the cultural relics of Qianlong in the Qing Dynasty in the Nanjing Museum, such as the hibiscus stone pan ear cover furnace of the Qing Dynasty, and skillfully integrates the elements and spirit of cultural relics into the clothing, so that the Chinese costume carries the heavy history and culture, and shows the charm of traditional Chinese culture. This collaboration breaks the traditional impression of the museum and puts it in the public eye. Transform cultural relics into wearable works of art, open up new ways for the dissemination of traditional culture, and allow more people to directly participate in cultural inheritance and experience the breadth and profundity of Chinese culture together.
Rookie
Medium: Internet
Date: 2024-3
Memory remnants: images, hot spots
好感度:★★★★★
Memory: ★★★
Advertising slogan: Zhuozhou soaked books are recycled into express document bags, so that books continue to play their value
Reason for selection: Zhuozhou was affected by severe floods last year, and a large number of books in the warehouses of the publishing industry were damaged. Nowadays, those blistered books are purchased and processed by Cainiao, and then 200,000 Cainiao Express document seals are distributed to Cainiao Express's business outlets in more than 300 cities across the country. This "Book & Bag Plan" is not only another action of Cainiao to adhere to green logistics for many years, but also a public welfare story behind the company's coverage of transportation activities to let more people know, which has won the praise of the public and linked the minds of users while demonstrating the sense of corporate responsibility.
Dropshipping
Medium: Internet
Date: 2024-3
Memory remnants: images, copywriting
Opinion: ★★★★
Memory: ★★★
Slogan: The car window is the viewfinder of spring
Reason for selection: On March 20, the day of the spring equinox, Didi released a set of posters titled "Car windows are the viewfinder of spring". In the poster, the image of the car window is designed in the iconic orange color of the Didi brand, and the roadside scenery seen from the inside of the "window" is full of spring atmosphere. Didi took advantage of the spring equinox solar term to carry out a series of online and offline marketing activities with the theme of "Spring Equinox Didi Drives into Spring", encouraging everyone to embrace spring and go for a walk in spring.
Propaganda Department of the CPC Central Committee "But do good deeds, don't ask about the future"
媒介：《旅游时报》TRAVEL TIMES
Layout: p. 35
Placement: Full page
Date: 2024-3
Memory remnants: images, copywriting
Opinion: ★★★★
Memory: ★★★
Slogan: Don't ask about the future, but do good deeds
Reason for selection: The public service advertisement jointly published by the Propaganda Bureau of the Propaganda Department of the CPC Central Committee and the China Civilization Network is intended to publicize the new style of civilization and promote a new attitude of being a person and doing things. The advertisement uses hillsides, villages, boats, and flowing water to complete a poetic painting of the water town in the south of the Yangtze River, which gives people a very comfortable feeling as a whole, similar to the artistic conception of the slogan, hoping that people can face life more calmly and comfortably. If the core values of socialism can be changed into a modern language similar to the meaning of the slogan, it should be able to make the audience understand the meaning of the slogan more intuitively, and the choice and arrangement of the copywriting font can also be considered.
Film and television
Taobao "Taobao Live on 3.21"
Ad duration: 1 minute and 28 seconds
Visual Representation: ★★★
Sound Conveyance Index: ★★★
Likability: ★★★
Memory: ★★★★
Memory Remains: Repetitive, Interesting
Reason for selection: The main body of Taobao's advertising video revolves around a short, flat and fast structural framework, and the content of the copy is designed around the "321, link up" commonly used with e-commerce platforms on March 21. The serious interpretation abruptly evolves into live streaming, trying to use more clever words to show humor, which is indeed easy for consumers to remember in terms of communication, but it may be difficult to stimulate the desire of potential consumers to buy.
Xianyu "Spring Money-saving New Flowers"
Ad duration: 4 minutes and 48 seconds
Visual Representation: ★★★★
Sound Conveyance Index: ★★★★
Likability: ★★★
Memory: ★★★★
Residual memory: creativity, homophony
Reason for selection: On the day of the spring equinox, Xianyu released a promotional video for spring, satisfying the audience's appetite in the form of variety shows. After the spring equinox, the weather gradually warms up, the flowers are in full bloom, and Xianyu plays a relaxed and witty homophonic stalk here, skillfully combining the brand's selling points with seasonal features, symbolizing the establishment of beautiful flowers and products, narrowing the distance between the brand and the audience, and allowing the video content to enter the audience's hearts in a relaxed and joyful way. However, as a video, too many segments are easy to make people aesthetically fatigued, and compared with a complete video, dismantling into a short video may have a better communication effect.
Eleme "Spring Equinox, the Essence of Spring"
Ad duration: 2 minutes 00 seconds
Visual Representation: ★★★★
Sound Conveyance Index: ★★★
Opinion: ★★★★
Memory: ★★★★
Memory Remnant: Insight, Narrative
Reason for selection: Ele.me reinterprets the spring equinox as an interpretation of the advertising video, using the humorous expression of "the day of the 'fine equinox' of spring", which not only captures the characteristics of the festival, but also gives the spring equinox solar term a relaxed and lively image to attract the attention of users. The clever combination of "fine separation" and life scenes, the different sides of individuals in different social backgrounds evoke people's resonance with the spring equinox solar terms and the diversity of life, convey a relaxed and happy brand image, and help improve users' favorability towards Ele.me.
Tang Daren "Heartbeat Press Conference"
Ad duration: 3 minutes and 21 seconds
Visual Representation: ★★★★
Sound Conveyance Index: ★★★
Opinion: ★★★★
Memory: ★★★★
Residual memory: brain holes, creativity
Reason for selection: Tang Daren will show the "cherry blossom limited" in the form of science and technology product launch, full of interesting "unreliable press conference" with the pink atmosphere of the "spring cherry blossom season", so that consumers can taste Tang Daren's products at the same time, but also feel the brand's yearning for a better life and love for spring, enhance the brand affinity.
JD.com "Facing the Sea, Sleep Well"
Ad duration: 2 minutes and 10 seconds
Visual Representation: ★★★★
Sound Conveyance Index: ★★★
Opinion: ★★★★
Memory: ★★★★
Memory Remains: Insight, Emotion
Reason for selection: JD.com uses the breathing ups and downs of the waves to associate people's sleep with the white noise of the "sea" to help sleep, and uses "World Sleep Day" as a marketing node to show a surreal "sea sleep device". The bed at sea level sways with the waves – "face the sea and get a good night's sleep". It not only conforms to the current social mood to carry out humanistic care, conveys a warm brand image, but also shortens the distance between users and users.
New media
Chinese Poetry Conference - Poetry Apparatus Score
Medium: H5
Memory remnants: text, pictures
好感度:★★★★★
Memory: ★★★★
Reason for selection: With the launch of the "2024 Chinese Poetry Conference", the interactive H5 of "Poetry Apparatus" will be launched simultaneously on the new media side. Users can unlock categories of weapons such as "Siege", "Defending the City", "Water War", "Romance of the Three Kingdoms" Five Tiger Generals" through knowledge quizzes, watch weapon functions, application animations and 3D equipment models, so as to vividly understand the imagery of "iron armor", "flag" and "horn" in the poems, and immerse themselves in the poets' heroic ambitions on the battlefield, which not only effectively enhances the user's sense of participation and the interest of the program, but also further promotes the excellent traditional Chinese culture in the integration of tradition and modernity.
CGTNRadio - A short biography of Chinese musical instruments
Medium: H5
Memory remnants: music, words
Opinion: ★★★★
Memory: ★★★★
Reason for selection: As the most authoritative English radio station in China, in order to expand the influence of traditional Chinese culture among young people around the world, CGTNRadio outputs an interesting and interactive encyclopedia of traditional Chinese musical instruments H5 on multiple platforms around the world. Nanyin and other traditional Chinese musical instruments attract global users to experience the charm of traditional Chinese musical instruments online and actively understand the culture of traditional Chinese musical instruments, so as to enhance the awareness of traditional Chinese musical instruments among young people around the world and let traditional Chinese culture gain more long-tail traffic.