Teacher Fei Xiang has a famous saying: What a horse sees is determined by people.
What people see is determined by life.
Our audience has seen the realm of "seeing mountains is not mountains" when watching film and television dramas, "The Hidden Corner" is a more exciting survival challenge than "Squid Game", the industrial saccharin sold in sweet pet dramas is not as chewy as picking up some sugar residue in realistic dramas, and the real workplace wisdom is not in the suspended workplace drama where the protagonist always drives the "golden finger", but in the spy war drama.
The just-finished spy war drama "Harbin 1944" has become a new workplace survival observation sample, and the main characters are quite advanced in their mental state and hard control of workers for several weeks.
has also become the focus of the attention of the "gold fathers", from "Wind Chaser", which innovates traditional spy war dramas with finance as the incision, to "Harbin 1944", which focuses on "high-energy secret fighting", brands of various tracks are vying to work in this genre. Why did the gold master's father fall in love with the spy war drama, and what new gameplay did he come up with?
Click on "Harbin 1944", Ban Wei'er is about to come out.
In the play, Song Zhuowen, an intelligence officer played by Qin Hao, infiltrated the Special Service Section of the Harbin Police Department, and fought wits and courage with Guan Xue, the head of the Special Service Section played by Yang Mi, and his subordinates with ghosts, and finally cleared the way for the victory of the war.
It's a battlefield, and it's really a workplace.
The workers have been shouting for several years to get out of their minds, but they never dare to go crazy, and everyone in the secret service department is very angry, and their mental state is advanced, and they are named "Erbin Three Evils" by netizens.
In the popular movie "Removing the Three Evils Around the World" that swiped the screen a while ago, one is greedy, the other is angry, and the other is stupid, and the three evils harm each other make people's scalps numb; When it comes to the "Erbin Three Evils", one is crazy, one is ruthless, and one is crazy, forming a "very crazy".
The "ruthless" one is the section chief Guan Xue, she is a Manchu Gege who didn't catch up with the good times, and her surname is Guerjia, and many netizens have already understood it here - no wonder she is angry, "irritable but really beautiful" belongs to family inheritance.
Guan Xue is like a true biography of Qi nobles, and Pan Yue, who is titled "crazy", has become a "spy Ke'an Lingrong" in the eyes of netizens, and the leader praises him for his good writing, he can write reports all night long, but he works hard in vain, and breaking defense has become a habit of life.
Hu Bin, who is a "crazy" generation, is Guan Xue's subordinate, and his mentality is Guan Xue's brainless fan, the leader ponders every day how to sow discord while drawing a big pie, and transfers the contradiction between superiors and subordinates into the internal contradiction of his subordinates, and Hu Bin ponders how to achieve "the domineering boss falls in love with me" every day.
In addition to these "three evils", there is also Song Zhuowen, who "often seems out of place because he is too normal", lurking into the secret service department to work, focusing on a sense of relaxation, and among the manic volume kings, he bloomed into Tao Yuanming, who pretended to be a pig and ate a tiger.
Some people have learned from them the skills of drawing a clear line in the workplace, both upward management and downward management must be grasped, and the high emotional intelligence answers that are neither humble nor arrogant are recorded in a small book, which is equivalent to a quick-acting version of "Cai Kangyong's Way of Speaking".
There are also people who have watched the secret service volume king roll all the way to break the defense, and the workplace anxiety is about to be cured, and they have figured out the heavenly question that human beings have not escaped for thousands of years: how much does it matter to workplace achievements, personal efforts, and talent quality? There is only one emotion: "Art really reflects life, and life is cruel than this." ”
The reason why the workers are attentive and can thoroughly understand the motives of the characters is precisely because behind the strong "class flavor" is a strong "sense of living people", rather than a stereotypical and thin "tool man".
The emotions of the audience of traditional spy war dramas are drawn by "the choices made by the little people collide in the big situation" every minute, sometimes they are shocked by the epic feeling, and sometimes they are scared to the spine by the clash of schemes. Above the various states in the world, the picture of spy warfare is slowly unfolding, whether it is a worker or a spy war fan, they are all ruthless and forgetful.
So even the advertisements are clear-eyed. Estee Lauder linked the product with the starring Yang Mi, and compared Yang Mi's transformation to the breakthrough of the product, and tens of thousands of retweets and likes.
When the advertisements for Estee Lauder and Pulse at the beginning of each episode were played, there were also many barrages praising these two brands for their vision, "Congratulations to Pulse for discovering the treasure" and "Estee Lauder on Oita" can brush the screen for a while.
Empathy is completely the comfort zone of realistic period dramas. From this point of view, the formation of natural brand marketing, not disgusting the audience, is actually relying on the expression of the spirit of domestic high-value content and contemporary values, so that the owners can gain a wider range of emotional resonance, and then gain the love of users.
If you want to ask why these brands make people feel that they have "picked up treasures", in addition to the vivid characters in the drama that arouse strong empathy, there are also details in place, popular science and historical truth, and even the father with the gold owner seems to be open.
In "Harbin 1944", in the northeast, which is rich in rice, ordinary people eat not rice, but cornmeal dumplings.
An interrogation scene punctured the painful past behind the cornmeal dumplings: in Harbin at that time, people were marked out as three, six, nine, etc., and Chinese were not allowed to eat rice and white noodles, otherwise they would be judged as "economic criminals" and severely punished.
Guan Xue, who dragged 258,000 yuan a day, used a jade cigarette holder for smoking, wore a well-fitting cheongsam for dressing, and had a nanny to serve her when she went home.
The audience who was so shocked that they were also speechless began to search for historical materials, "Now there is endless rice" quickly became a hot topic on social platforms, and in the comment area of the post linked between Harbin Cultural Tourism and the show, a large number of users sighed "I finally know the history of Northeast rice".
At the same time, the audiovisual language is also constantly pushing the sense of substitution. Although the "cinematic sense" has almost become the standard propaganda caliber of the drama series in recent years, the setting and lens of "Harbin 1944" still make many netizens call it "absolutely beautiful": the surging clouds in the sky are a metaphor for the treacherous situation of the times, and the wheat waves rolling in the sunset symbolize the hope of the new world.
The "immersive experience" brought by exquisite details and high-end texture has made many viewers spontaneously become the free water army of "Harbin 1944", and the attention and discussion of the series remain high.
Realistic period dramas are indeed a new outlet in the film and television industry.
In recent years, film and television works that return to reality and focus on individuals have become more and more favored by the naked eye, and many popular models have been released, and this trend will continue.
Among them, the spy war drama has especially changed the situation that Changhong used to be watched on the TV side but was cold on the network side, there are ratings for ratings, and there are topics for topics, and the market share has reached the level of the fault line TOP in recent dramas.
What the audience likes is naturally the one that attracts the attention of brand advertisers the most. In recent years, the difficulty of brand marketing has become higher and higher, and it is no longer a matter of coming up with a brainwashing advertising slogan and playing a fracture-level low price, the key is to let consumers establish an emotional identity with the brand. Only by establishing a spiritual connection can we hope for the so-called "long-termism" in the world of consumption that is becoming more and more fascinating, rather than a flash in the pan that is quick and decaying.
How to find emotional identity? Find it from the realistic period dramas that are the most good at poking the lungs of workers.
Netizens made emojis for "Harbin 1944", cut highlight scenes, analyzed the psychology of the characters and the plot direction at length, and spontaneously collected relevant historical materials, all of which are emotional investment based on identity.
The emotional foundation has been laid, the volume of expression has been huge, and if the brand takes the boat of the series, it can not only efficiently reach the target users, brush the sense of presence in front of their eyes, but also further communicate with each other.
Take "Harbin 1944" as an example, the data of "Drama Star Media" shows that this drama has not only gained strong resonance among young audiences who are keen on thinking and reasoning, but also has been favored by traditional spy war drama fans who are mainly 40+ years old, among them, there are naturally many people with high consumption willingness and spending power.
Now the car companies that are in full swing can actually find a stage here.
At the Beijing Auto Show that ended not long ago, the most popular booth was no longer the famous foreign luxury cars but domestic new energy, and the most attractive Internet celebrities on the scene became middle-aged bosses Lei Jun and Zhou Hongyi. The underlying logic is very simple, in the past, I mainly wondered if I had enough face to drive this car, but now I mainly look at whether the "personality" represented by this car is what I want.
There are signs of change. Although car companies have long played with major platforms to deepen marketing through short videos, live broadcasts, and grass planting, and the marketing expenses are smashed, the best effect has to be Lei Jun, who binds his personal temperament and brand image the most firmly, and the core lies in the sense of identity.
The most realistic long drama series that can create a deeply rooted character design and a plot that directly points to the audience's pain points is reflected at this time.
"Harbin 1944" has people with any personality and temperament, the bloody "ranger", the thoughtful intelligence officer, and the fashionable and ruthless spy can all "endorse the car", with the plot and character setting, the temperament of the car must be grasped.
The strategy of highlighting the differentiated advantages of products around the differentiated characteristics of characters is very suitable for period dramas that are good at depicting the appearance of all beings, and the audience's exploration of the characters is easy to empathize with the brand.
Beauty brands are the same, if you can use a Guan Xue to emphasize breakthrough and makeup durability, you can use Xie Yue's "broken sense of small flowers in the Republic of China" to emphasize the transparent makeup, and you can also use Pan Yue, the king of workplace rolls, to express the concealing effect of "staying up late to write a report without eye bags and eye lines".
In fact, as long as it can naturally integrate into the daily life of the characters and flow out of the "information flow" along the "life flow", it is a good opportunity for the brand to reach the user's mind.
Especially in dramas with the nature of suspenseful detectives, the audience who chases the watch has long been cultivated with Sherlock Holmes-like sharp eyes, and will not let go of any key point in the plot twist.
For example, in last year's annual hit "Hurricane", a copy of "The Art of War" gave the leading actor a lot of inspiration, and the same version that appeared in the play immediately rushed to the first place on the best-selling list of ancient books on major e-commerce websites, and was directly sold out of stock. Main: Watch Sun Tzu's Art of War and enjoy Qiqiang's life (the first half of his life).
Even if it is just the simplest interstitial advertisement, if it can echo the plot, it can also make the audience "look at it differently".
Jiabei Aite customized the advertising slogan of "Good Absorption, Better Nutrition, and Guarding Erbin" for "Harbin 1944", which did not break the immersive experience of watching the drama, but also should be with the audience's worry about the situation and hope to "protect Erbin".
Just like in the finale of "Hurricane", Wang Laoji's interstitial advertisement wrote "For Justice and Ji", which makes people can't help but want to open a can and watch it while drinking.
Take a long-term view, marketing opportunities are not limited to the play, but there are many areas where you can make a big difference.
The most intuitive is cultural tourism.
The hit broadcast of "Harbin 1944" has added another wave of popularity to "Erbin", and Harbin Cultural Tourism has sent several videos of linkage dramas introducing Harbin's history, culture and scenic spots;
In the play, the pot wrapped meat that witnessed the male and female protagonists "testing each other" also made netizens across the country cry, and the drama party acted quickly, and quickly launched an interactive topic #A dish proves that you have seen Harbin 1944#, the comment area is so wonderful that people dare not click on it late at night.
Obviously, cultural tourism can not only drive tourism, but also characteristic culture and related products. Just as "Hurricane" not only brought fire to "The Art of War", but also brought fire to Guangdong's rice noodles and old tangerine peel, "Harbin 1944", which is also a realistic period drama, also hides a large number of natural connection points for Northeast brands to play.
Although the content market is becoming more and more involuted, high-quality content will always be a scarce resource, and how to grasp the rare high-quality content and use it as a bridge to reach consumers and establish emotional connections is an urgent problem for brands to solve.
Nowadays, consumers are more and more fond of watching period dramas, and this trend, chasing is earning.
Edit | Tachibana Chief Author | Childish design | Fat Rabbit cover image source | Harbin 1944