If your mom's name is in
Or in the names of the seven aunts and eight aunts you know
Happens to come with a kind of flower
So here's the idea
It's just tailor-made for you
This Mother's Day
Tongying Center in Sanlitun, Beijing
A large billboard attracts the attention of passers-by
The reason is the copywriting above
The more you look at it, the more ingenious it becomes
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This is a piece of copy that has no sense of copywriting.
First of all, it is not excluded that there is a possibility that this billboard will not be able to quickly receive all of it when passing by because of the fact that there is a lot of text information.
But as long as you're attracted by the main headline — "We know that the most beautiful Shirlan in the world isn't this bunch on Meituan's takeaways" — you can't help but wonder:
Which bouquet is the most beautiful showlan?
After that, you will find that Meituan Takeaway has found an ingenious insight into its flower category on Mother's Day this year.
This insight can not only associate specific people and target groups, but also bring out the pattern and temperature of the platform.
People's emotional care comes first
The demand for flowers has retreated to second place
Many people will have such a feeling:
When someone talks to you about a familiar name, or a name that you like, it will ripple through your mind and you will be reminded of some memories related to it.
Just like the poet Simboska gave a very romantic metaphor:
Someone else was there for me yesterday
Say your name out loud
This is for me
It's like throwing a rose into an open window
Similarly, when Meituan Takeaway tells you that it has launched a new "mom's eponymous flower" on the platform, you will feel "is this related to me".
And it is not difficult to see from the copywriting on the billboard above that the reason why Meituan Takeaway is launching a new "mother's namesake flower" on Mother's Day this year is because it found that many mothers around us have a flower in their names.
For example, Xiulan, Snow Lotus, Winter Plum, Cinnamon Branch, Yaxin, Jinxiang......
Behind these names, Meituan Takeaway has an insight into the special sentiment of the previous generation.
It represents the most beautiful thing in the world, and even the highest aesthetic.
Putting flowers in a person's name is hoping that the best blessings in the world will accompany her throughout her life.
Therefore, choosing to send flowers to my mother on Mother's Day is equivalent to giving her the most beautiful things in the world.
Generally speaking, the expression of the brand is enough to go this far, but Meituan Takeaway has taken another step forward this time.
In its opinion, the most beautiful flower in the world is not the bouquet on its platform, but the mothers themselves.
And it also fills the pattern and temperature in the copy, suggesting that everyone can choose a better way to express love on Mother's Day than sending flowers, such as going home to have a meal together and calling your mother.
I feel that it almost didn't say directly in the copywriting - spending money on flowers, it's better to spend some time with my mother.
Therefore, although this is a part of Meituan's Mother's Day promotion, Meituan Takeaway still puts people's emotional care in the first place, and the demand for selling flowers retreats to second place.
In addition, Meituan's Mother's Day insight also has an ingenious point, which is that it directly leverages the platform business itself.
With mom's namesake flower
Outside the platform of the diversity of flowers
Excerpt from the video copy
This is the most beautiful "Limei" in the world
The most beautiful "Shirland"
The most beautiful "Yaxin"
Mother
Put a flower as beautiful as a mother's name
Give it to the most beautiful her
Buy a high-value bouquet
On Meituan takeaway
After establishing the concept of "mom's eponymous flower", in this 15-second TVC launched simultaneously, it can be seen that Meituan Takeaway released such a key message:
On its platform, you can not only buy high-value bouquets, but also find all kinds of flowers.
Some of them are "Limei", some are like "Xiulan", and some are like "Yaxin".
If you use the keyword "mom's eponymous flower" to search on Meituan Takeaway, you can also find that it uses keywords with the same name as mothers to integrate the bouquets of flowers on the platform that include carnations, roses, phalaenopsis, peonies, bellflowers and other flowers.
In other words, Meituan Takeaway is equivalent to using this insight related to the mother's name to lightly display the diversity of flower categories and flowers on the platform.
And on Xiaohongshu, in order to let more people perceive the connection between mothers and flowers, Meituan Takeaway invited a number of bloggers with flowers in their mothers' names to create stories of mothers and flowers with them.
Some not only shared the origin of the flower in their mother's name, but also took the opportunity to share their experience of how to turn the mother-daughter relationship into a friend relationship.
Others are inspired by the concept of "mom's namesake flower", and take the initiative to find out if there is a mix and match bouquet with the same name as mom outside the thematic page.
In such sharing and interaction, Meituan Takeaway once again brought the brand temperature it wanted to convey on Mother's Day to the real crowd.
Finally, I want to say that Meituan Takeaway, as a third-party platform where you can buy flowers, people's rational perception of it is greater than emotional perception.
Because more often than not, the experience and first impression of it comes from the fact that it is a tool that can help people quickly meet their life needs.
However, thinking about communication from the perspective of brands, especially at a time when everything is gradually going digital, it is necessary to jump out of the rationality of tools and take the small and subtle emotional bonds between people to heart.
Jumping over the tool layer, you can connect with real people.