"Everything has to cross the snowy mountains and deserts, it is always the standard configuration of parents and children plus a dog, the sudden sharp turn in the rainy night, no matter how crowded and noisy, the protagonist is always calm and calm." Car marketing that has entered the routine meets young consumers who are increasingly reluctant to be trapped, and it is difficult to create marketing content that really makes you shine and touch people's hearts, rather than trying to pretend to be pretentious, or pretending to play with young people.
When the world collectively entered the epidemic time, short videos, as an emerging content dissemination carrier, suddenly showed a positive development trend in the social structure of everyone being grounded. With the continuous maturity of the development model of short video, prompting the channel to evolve in the direction of comprehensive verticalization, the platform and many content creators have found their own footholds in various subdivisions, and the short video car category is the product of this process.
However, car consumption as a large consumption second only to buying a house, most consumers need a long cycle to complete the purchase, often 3 or 5 months. It is difficult for short videos of ten seconds and tens of seconds on platforms such as Douyin to explain a product or a brand clearly, and it is difficult for too small video capacity to meet advertisers' expectations for product or brand communication effects. In short, "second short video" can not affect the user's purchase behavior, car advertisers and short video this new channel of communication has not yet found an effective integration point.
To this end, auto manufacturers are worried about "being abandoned by the times", even if short videos and automotive content dissemination are difficult to fit perfectly, OEMs have always been trying, because short video dissemination has a trend of national participation, a new communication channel grows rapidly.
Micro-film The Spring Festival New Year stalls are in full swing
When we are celebrating the Spring Festival of the Year of the Ox, micro-films from various car brands are presented together. The long-lost "New Year's Eve" in the cinema actually met us online in another wonderful form. As the name suggests, micro-movies are not big movies. Its subject matter is often short and concise, and the Internet is the main channel of communication. Correspondingly, micro-film marketing is also different from the traditional marketing model. To put it bluntly, the micro-film mainly highlights the ability of enterprises to tell stories, make full use of consumers' fragmented time, use micro-stories to convey the concept of the brand, and impress consumers.
To take a more typical example, on July 13 last year, Wei Jianjun, the head of Great Wall Motors, brought us "A Speculation on Life and Death", and used a micro-film of 30 years of car manufacturing to send out a direct torture to the soul - can Great Wall Motors survive next year? This kind of "unlucky" words, this straight attitude and crisis awareness make netizens shout directly: "This is the self-cultivation of entrepreneurs."
Over the past thirty years since his establishment, Wei Jianjun has always given people a low-key and pragmatic feeling, "no obstacles" and "what to say" are what Wei Jianjun often says when interviewed by the media, and the simple and kind image has also been deeply rooted in the hearts of the people in the automobile circle. The low-key boss suddenly caught fire, which is first of all due to this wave of "reverse" marketing by Great Wall Motors. Birthday celebrations have become large-scale speculation meetings, sales have risen against the trend but said "life is hanging on the line", industry leaders asked themselves whether they could "survive next year", low-key and simple private entrepreneurs have a global vision... "Can Great Wall Motors survive next year?" This series, whether it is a micro-film or an open letter, relies on its rare communication logic, which is extremely contradictory and conflicting, and naturally quickly attracts attention.
On the eve of the Spring Festival, the micro-film war in the automobile circle entered a white-hot situation. Mercedes-Benz, BMW, Audi three major luxury car brands have successively brought "Where the Heart Goes", "Dad (B) Mom (M) I (W) Year Together", "Two Keyboards" three micro-movies.
Mercedes-Benz's "Where the Heart Goes" focuses on executive producer Wong Kar-wai, who is a "strange flower" among Hong Kong film directors and a film director who rarely accepts commercial cooperation. This time, he served as the supervising producer of Mercedes-Benz's "Where the Heart Goes", and people can still see a lot of the former shadow of the "Sunglasses King" from the finished film.
"Where the Heart Goes" is divided into three stories: "Homecoming", "Mutual" and "Far Away", which are promoted synchronously using parallel editing. The challenges and hardships of the past year have made people gradually understand what is close to the end of the world, whether it is for their relatives in their hometown, their loved ones around them, or their dreams in the distance.
BMW's focus is very different, "Dad (B) Mom (M) I (W) Year Together" form is more short and concise, and adopts a shooting method similar to online short videos, taking a relaxed and funny communication route. The film is divided into several chapters such as "Three Sunburners", "Beijing Dialect Eight-Level Test", "Simple BMW Family", "Street Blessing", "Catching Fashion Will Be Genetic", "Parents Walk and See" and other chapters, showing the daily plot of thousands of households in China during the Spring Festival.
When it comes to micro-movies, BMW is definitely an expert in the industry, as early as 20 years ago, BMW has already tried the Internet to do video marketing and achieved great success. At the beginning of 2000, in the face of increasingly fierce market competition, BMW did customer data analysis and decided to shoot a series of action micro-films, which eventually received unexpected responses.
Last year, BMW cooperated with director Ning Hao to launch the micro-film "Bayir's Spring Festival". Set in the early 1990s when "BMW" is still called "Bayer", the film traces his family memory from the perspective of boy Li Hui, arousing the homesickness of a group of post-80s generations, which has won rave reviews.
Seeing that the BMW Mercedes-Benz micro-film war has been unveiled, Audi as one of the top three BBA can not be absent. On February 7 this year, FAW-Volkswagen Audi released its micro-film "Two Keyboards" with Guan Xiaotong on its official Weibo @Audi. "Two Keyboards" is a story about listening: a piano keyboard, an esports keyboard; representing the different choices of two generations, with their own inner dreams.
The difference of "Two Keyboards" is that through the micro-film, Audi shows a new understanding of the connotation of the enterprising spirit under the new brand strategy. The new Audi A3L Limousine Gotlane green driven by Guan Xiaotong has won the continuous attention of the new generation of car buyers with its personality and charm of body color and all-round attack product strength. Just as the collision and reconciliation of traditional and modern values in the play, the new Audi A3, as another blockbuster of the Audi brand's young models, also achieves in-depth dialogue with the new generation of people through a series of innovative marketing actions.
Through the above three typical automotive micro-film masterpieces, we can see that automakers use micro-films to promote their own products, which can only be regarded as primary gameplay at best. A good micro-film should not only complement the brand tone and support the dissemination of brand value, but also highlight the outstanding sense of social responsibility and human brilliance.
Different entry points mean unused expressions
In addition to the BBA, there are many micro-films online in the Spring Festival New Year file, such as Volvo's "Du Xing", Dongfeng Nissan's "This Beam of Light", and FAW Besturn's "Let Love Go Home and Pick Up the Year" are all very good works.
Director Lu Chuan once said in a behind-the-scenes interview with "Du Xing", "No film is a small film, only a bad film and a good film." His dedication to art coincides with Volvo's brand positioning of Volvo's Nordic luxury cars. In the era of fast food and shallowness, we need such enthusiastic artists, just as we need such a car brand with cultural connotations.
Luxury car brands seem to be more suitable for the emotional type micro-film with the brand as the touching point, because the "body value" is placed there, and the quality should be guaranteed, so the micro-film should be textured. Cadillac's latest car advertisement, "Our Story", puts the perspective on love, using people's sweetness and run-in in love, borrowing the emotions of consumers to have Cadillac CT5.
The two-way first-person perspective narrative, using the two perspectives of boys and girls, can cover these two audience groups, boys are the main force to buy a car, but for couples or couples, most of the time girls are the ones who decide what to buy, showing Cadillac from both male and female perspectives, accurately covering two groups. Although the entire micro-film tells a love story, it is actually a love story to borrow the experience of people and cars.
Biased sports performance or sports cars are suitable for science fiction type micro-film advertising with reality and illusion as a link, which can highlight the sense of technology and sportiness of such cars, and can accurately reach the audience with information.
In 2017, the Volkswagen brand micro-film "Speed and Infinity" was produced by the Volkswagen Group (China) sports car project and was specially customized for the Chinese market. The plot of the film tells a story about courage, growth and revenge, in which the four protagonists, Jing Bairan, Tang Zeng, Tahara and Niu Qingfeng, fight with Keanu Reeves and carry out a double competition of speed and strategy. As the best partner of the main characters, Volkswagen, Audi, Bentley, Bugatti, Lamborghini brand sports cars launched a thrilling chase in the film, forming a unique speed scenery on the screen. Volkswagen's sports car culture has been strongly promoted through the innovative marketing model of micro-films. And Audi will move almost all of its sports models to the Chinese market in 2021, and the micro-film will certainly not play a very important role in "passing on the help" this year.
Four or five years ago, automotive micro-films were still teaching audiences "how life should be" and "how you should be". Nowadays, micro-films have long bypassed the "communication reef", and the works show different lifestyles (including life attitudes and life beliefs) in front of the audience, so that they can think deeply and choose. In such a process of thinking, he silently put forward the concept of life advocated by his own brand. Because it gives the audience more room to think, it is natural to bear the result of the audience's "ten feelings of rejection", but this way itself can make people feel more respect - this respect is easier to achieve results than those who are confident that they are "tall", the audience is "local tycoons", and they need "guidance and education".
Good film works should cause the audience to think for a long time, and the same is true for micro-films - whether you will choose the products produced by investors after watching the film, such thinking has already played the purpose of brand culture communication.