The [Case Excavator] project is committed to analyzing the interesting stories behind the cases in depth with Wang Feng-style torture, from the delivery skills of the annual planning to the mosquito bites at the shooting site.
The weekly wonderful case broadcast came as promised, AND JUN selected this week (2021 week 40, October 16 - October 22) TOP5 marketing cases for everyone, the following one by one, ranking in no particular order.
Wang Xiaohao: Magic short film to create creative product implants
The "leader" of the tiger skin and phoenix claw world, Wang Xiaohao, is here again! Following the "Life On Me" series of advertisements out of the circle at the beginning of the year, Wang Xiaohao released five nonsensical comedies, telling everyone with sincere content: Advertising, we are also serious!
https://v.qq.com/x/page/a33022lhxpw.html
Wang Xiaohao's nonsense short film
The five commercial films in the short film are adapted from the classic fragments of film and television dramas, blending ancient and modern Chinese and foreign, martial arts films, gangster films, mythological films, Westerns, philosophical films and other different types of films, with the most serious content to tell nonsense product information, it seems to make people laugh.
Five short film posters
In "Kicking the Pavilion", the reason why Bruce Lee can fight so well comes from the "GeErda" of Wang Xiaohao's chicken feet; in "Jin Dan Tips", the phoenix, chicken, and tiger make a big fuss in the heavenly court for the zodiac position, and are thrown into the alchemy furnace by the Emperor of Heaven, and finally the tiger skin phoenix claw is refined; in "Introduction to the Superline", the esoteric principle of the insurmountable line is explained from a philosophical perspective, and finally tells you that Wang Xiao halo chicken claw is sold online and offline? In addition to the donkey's head not on the horse's mouth, I took a closer look and felt as if there was still a little bit of truth.
In the short film, nonsensical passages such as harmonic stems and new words are used at hand, and the product features are cleverly implanted in the funny at the same time, so that consumers can fully understand the product information while watching the short film.
At present, the #Wang Xiaohae funny short film has come again #Topic has received 4000w+ reading on Weibo, which has attracted the attention of many young people. It can be seen that Wang Xiaohao has effectively opened up the mentality of personality and new Generation Z consumers through a series of magical operations, and has embarked on a unique path in the cookie-cutter homogeneous marketing market with a social context that fits young people.
Weibo topic page
Jia Zhangke × three and a half meals: creative statements arouse the audience's curiosity
On October 20, Jia Zhangke posted a statement in the circle of friends, related to three and a half meals? TOP Jun is still quite curious, let's click in to see what has been said.
Jia Zhangke circle of friends statement
Originally, it probably meant that Three and a Half invited Jia Zhangke to be the director to shoot a super barrel product advertising film, and because the barrel contained 80 coffees, it was difficult to shoot the film, and the advertiser continued to increase the need (gift) during the shooting, and finally let the director go directly to be an actor, so Jia Dao issued this statement "angrily".
In fact, anyone who looks at this is not a simple statement, the statement jointly released by San and a Half and Jia Zhangke is actually drunk, the main purpose is to advertise for three and a half meals, through the operation of "adding gifts" Indirectly reflects the brand's preferential treatment to consumers. At the end of the statement, the brand also intimately put two entrances, one pointing to the three-and-a-half coffee sales interface, and the other is Jia Zhangke's advertising film for the brand.
https://v.qq.com/x/page/b3303ote927.html
Three and a half × Jia Zhangke co-starred in the commercial
Three and a half tons of this advertisement, from the beginning of the laying suspense, to the middle of the spit to arouse the curiosity of the audience, and then to the final reversal to form a sudden realization of the effect, with a new creative form not only to create a fresh brand image, but also to achieve the purpose of sales, to achieve the unity of product and effect.
At the same time, as a new consumer brand that has risen rapidly in recent years, Santen broke the inherent impression that the new consumer brand focuses on large-scale promotion and quickly obtains traffic through celebrity endorsements, and enhances the brand's favorability with creativity.
Donghua University × Rua Bar:
The collision of the old and the new inherits the intangible cultural heritage
When the intangible embroidery meets the cotton doll of the young people who love rua, what kind of spark will there be?
On October 16th, doll brand Rua Wa Bar and the team of Professor Ke Ling of the Intangible Cultural Heritage Teaching and Research Center of the School of Fashion and Art Design of Donghua University launched a special intangible heritage traditional craft doll design competition, inviting 7 non-genetic inheritors and 21 fashion design students to create doll clothes together.
At the same time, the brand also invited one of the intangible cultural heritage embroidery inheritors, Teacher Chen Qing, to shoot a short film - "I Use Intangible Cultural Heritage Embroidery Doll Clothes", which tells the story of cotton dolls and intangible cultural heritage embroidery in Guizhou.
https://v.qq.com/x/page/p3303i8mf8j.html
Rua Baby Bar "I Use Non-Heritage Embroidery Doll Clothes"
The short film tells the development status of Miao embroidery in the tone of teacher Chen Qing, and records the opportunity and process of cooperation between Miao embroidery and cotton dolls, so as to show the unique process of Miao embroidery. Finally, the short film also shoots a vlog for cotton dolls, recording the molding process of cotton dolls in different shapes.
One is the excellent traditional craftsmanship whose heirs are becoming scarce, the other is the modern trend doll with a relatively small circle audience, and the unexpected combination of the two collides with a surprising color, and when the cotton doll wears the elaborate Miao embroidered costume on the body, we see that the tradition is rejuvenating in another form.
This activity, which combines intangible cultural heritage with young people's favorite dolls, not only expands the audience of cotton dolls, but also helps to promote intangible cultural heritage, improve young people's cognition and understanding of traditional crafts, and recover our lost civilization, which is a marketing that combines cultural protection and brand communication.
Oreo × Jay Chou: Ink national style triggers group memories
Black and white are the artistic conception of ink painting, and it is also The unchangeable play heart of Oreo. This time, Oreo joined hands with Jay Chou, the leader of Chinese national style, to perform an ancient style blockbuster and play with black and white charm.
https://v.qq.com/x/page/i3302zfc90v.html
Oreo × Jay Chou's national style blockbuster
In the short film, Jay Chou enters the ink painting, opening up an unparalleled ancient world for us, accompanied by a melodious melody, through the magical interaction with the piano, chess, book and scroll, showing the infinite charm of black and white ink.
In addition, Oreo also launched a limited black and white biscuit at the same time, and released an upgraded music box, which contains Jay Chou's classic tracks and some undisclosed melodies, allowing consumers to truly play while eating, harvesting the double enjoyment of taste buds and ears.
On October 19, Oreo also invited several artists to spend 28 days to jointly create an immersive interactive art exhibition of Oreo's "Laughing Olympic World", which was exhibited at the Fengqi Road Subway Station in Hangzhou to attract fans to punch in and visit.
"Laughing Olympic World" immersive interactive art exhibition site
In the end, the event gained super exposure with the huge influence of the spokesperson, and the #Jay Chou New National Style Blockbuster #topic generated a total of 1.02 billion reads and 4.04 million discussions on Weibo.
Oreo's marketing has created a new concept of Guofeng, and carried out a series of artistic activities around Guofeng through product promotion and online and offline linkage, presenting a new theme atmosphere.
In addition, the brand and Jay Chou held hands, on the one hand, pulled the huge fan traffic behind it, so that the activity was quickly disseminated and exposed; on the other hand, the sense of ancient style created in Jay Chou's previous songs coincided with the concept of this event, achieving a harmonious unity between the spokesperson and the brand, and creating a profound brand impression.
Arowana: Returning to Nature calls on the audience to "lie flat"
Life is complicated, so instead of getting caught up in daily exhaustion, lie down and listen to a concert!
Arowana Valley Victor Rice Oil, together with Kugou Music, Tmall Supermarket, Zhong XueGao and many other brands, held a lying rice field concert, calling on people to relax through "lying flat".
https://v.qq.com/x/page/w33032u9rl5.html
Covedo Rice Field Concert
When you lose yourself because of raising children, when you are stressed by busy work, when you want to give up during exercise, it is better to come to a concert, walk into the rice field, feel nature, get close to life, relax, remove the pressure of life, and restore the most authentic self.
In the short film, Arowana combines the purity of oil restoration food with the purity of music to restore life, and the food can add icing on the cake to life, and skillfully penetrate the concept of Arowana rice oil "creating a better life" into the audience's mind through the shaping of the scene atmosphere.
In addition, in recent years, more and more brands have carried out brand marketing by creating concerts, which is actually related to the current situation of modern people's lives. According to statistics, in 2021, the average stress index of Chinese workers broke through 7 for the first time, and people are tired of pursuing a high-quality life, and music has become one of the ways for most people to relax and relax. Therefore, by carrying out such a concert, the brand allows the audience to relax and enjoy in addition to work and life, and naturally gains the user's favorability.
Therefore, if you are also breathless because of the pressure of life, you may wish to put aside your burden for a while, go to a concert, and find your true self in self-forgetfulness and pleasure.