Spring Festival is the most important traditional festival in Chinese every year, and it is also a key time node for brand business marketing.
Just as the so-called "busy marketing every festive season", around the Spring Festival this year, many business brands have also seized this marketing opportunity to release a variety of Spring Festival marketing tricks. Whether playing the festive card or the reunion card, I want to actively seek in-depth communication with the audience through the resonant Spring Festival topic.
Video advertising, taking advantage of the opportunity to design posters, product marketing for new packaging, offline event marketing, etc., enjoy the top ten cny marketing cases together, and see how major brands are "busy" with new tricks?
01
Video ads
1, Apple iPhonex: New Year's short film "Three Minutes"
"Three Minutes" tells the touching story of a female attendant who works on the train every Spring Festival and once reunites with her son for 3 minutes.
The reason why this advertisement pokes many netizens to tears is because the video cleverly designs these elements in the plot, first of all, the time is set to "3 minutes", which is the so-called "nothing more than three". In the era of fragmentation, the brand or product retention memory presented in the story eventually becomes the audience's talking point, so it is particularly critical to set the communication keywords that are easy to remember, and the number "three" is no more and no less, it is easy to remember, and it also touches people's hearts.
From the perspective of character setting, the role of the female protagonist in the video is a female attendant who works on the train all year round, which in itself combines the node of the New Year to create a scene of returning home during the Spring Festival, which is related to the "train" of the homecoming vehicle, so that the wanderer has a sense of intimacy and emotional identity.
Finally, a memory symbol of the nine-nine multiplication table is designed, for many simple children, it is very important to pay the return of this statement, and in this video, the "nine-nine multiplication table" has become a bridge for the reunion of mother and child, which makes people look a little sad, and will naturally be moved by the child's strong desire for maternal love.
2, Pepsi: 2018 to bring the music home "Thunderbolt Parents"
The Spring Festival video of Pepsi Cola invited a group of stars - Deng Chao, Zhang Yishan, Wu Mochou, Zhou Dongyu, Wang Jiaer, Lin Xinxin, interpreting the youth and dreams of two generations. The male protagonist has a lot of misunderstandings about his family because his father does not understand his dreams, but once he crosses over with the help of the Pepsi elves, the male protagonist discovers that his father also had a heart of dancing dreams when he was young, but he was forced to give up because of his family. Finally, when the male protagonist returned to reality, he gave his father a pair of dream gloves and was reunited with his family.
In the relaxed and cheerful chorus, the video conveys the way parents and children get along with the two generations, showing Pepsi Cola sending "joy" to every household, happily sharing family affection, love and so on.
This video makes a commercial film into a "warm + festive" micro-film, which creates a strong New Year reunion atmosphere without affecting the audience's viewing experience, allowing people to feel the sense of ceremony of the festival; secondly, it integrates elements such as crossing, hip hop, and dance, enriching the expression of the video story. In the past, the dream of the male protagonist's father and the dream plot of the male protagonist in reality formed a contrast, a pair of gloves written with "insisting on the dream" crossed and danced pk, etc., invisibly these bridge sections have added a lot of laughter to the plot, so that the audience has increased the emotional identification with Pepsi in a cheerful atmosphere.
3. JD.com: Year of the Dog New Year Film "Joy and the Heron"
Compared with the first two videos, JD.com's Animation "Joy Story: Joy and Heron" launched for the Spring Festival has a little more mood. This short film tells the story of what happens between the puppy joy and a seemingly "nasty" heron bird, joy's act of stealing the owner's earthworm from the mother heron from misunderstanding to understanding, to the heron helping to fish in return for the puppy joy... In just a few minutes, the story does not rely on family affection or reunion to win, but with the lively and cute, loyal and loving image of the Jingdong mascot joy, it melts the hearts of the melon-eating masses and adds a bit of heart-warming touch to the video.
The poetic picture shows the Hollywood animation style everywhere, conveying the values of responsibility, sincerity and sharing. As an e-commerce giant, JD.com can launch such a warm video, which undoubtedly shows the temperature side of JD.com.
02
Product marketing
1. New packaging of Coca-Cola
In the public perception, Coca-Cola's nickname bottles, lyric bottles, and line bottles have become popular for a while, and the labeled marketing has left a deep impression on everyone. As a fast-moving consumer goods brand that sells happiness, the atmosphere of Coca-Cola and the Spring Festival, which is deeply rooted in the image of the red can, has a natural fit, and of course, it will not let go of such a "red-hot" festival.
As can be seen in the Coca-Cola New Year packaging, the bottle design of Coca-Cola fully caters to the atmosphere of the Year of the Dog, combining words and patterns representing beautiful meanings, and the copywriting also uses a unique expression in Cantonese. For example, "long and long", cleverly using the homophony of "long" and "dog" in the Cantonese pronunciation, turns "long time" into two puppy figures; for example, "purse is always full" refers to the wallet drumming fortune, and "the workman buried" is to express "good work comes to the side"... This kind of grounded label expression closes the distance between the audience and the Coca-Cola brand, and can better reflect the connotation of "sharing happiness".
Deep study of coca-Cola Spring Festival launch of new packaging is not difficult to find, one is to use the Spring Festival this festive node to spread their own "share happiness" product selling points, from the perspective of shaping the tone of the brand is undoubtedly an excellent time and place; the second is well versed in the "product is the channel, product is marketing" marketing way, in the New Year Festival this ritual scene, whether it is a reunion dinner or a deep home at home to eat snacks, presumably Coca-Cola is an indispensable beverage companion, so do innovation in packaging, Also to achieve the purpose of advertising and marketing.
2, McDonald's x Catch the Demon 2: Fort Xinghu, Reunion Fort new products
The advantage of the Lunar New Year movie is a piece of fat that brand owners are eyeing every year, and this year McDonald's has joined hands with "Catch the Demon 2" to create a Catch the Demon 2 theme package, launching two limited-time new burgers of the same name series - Fort Xinghu and Fort Reunion.
From the perspective of product design, [Xinghu Fort] is a combination of q-bomb shrimp steak and corn chicken steak, and the top of the fort is printed with "National CuteNess" - the deeply rooted "Little Demon King" Huba head, conveying the meaning of "happiness"; and the "Reunion Fort", which is made of German-style sausages and chicken breast steaks, has a rich ingredient that also highly matches the product name of "Reunion".
The combination of McDonald's and "Catch the Demon 2" is not just at the level of a simple cooperation name, but really integrates the IP image of "Catch the Demon 2" from the product design and concept packaging, and also adds various Spring Festival elements, passing from the inside out - the "demon" consumers are reunited together and share the core of the New Year taste.
03
Take advantage of the poster class
1. Durex: Taking advantage of the Spring Festival copywriting poster
From Valentine's Day to the seventh day of the Chinese New Year, Durex released a creative Spring Festival poster on the official micro every day. The poster full of Spring Festival elements is paired with humorous and interesting copywriting, and in addition to integrating a strong New Year's flavor, it also cleverly implants the selling points of Durex's products, and Durex's Spring Festival can be described as having fun. Such as "dog power to go", "bigger", "up and down left and right more movement" and so on. In the end, Durex also combined the seven posters from the first day of the New Year to the seventh day of the Chinese New Year into a long and large "dog", which not only expresses the meaning of the year of the dog, but also fits the tone of Durex itself.
Once again, Durex is indeed a design dog that has been seriously delayed by condoms.
2, Tmall: how to spend the boring year poster
This year's Spring Festival, in order to cooperate with the spread of the New Year Goods Festival, Tmall launched a series of interesting New Year Goods Festival GIFs with the theme of "How to Spend the 2018 Tmall New Year Goods Festival". Judging from the surface design of the animated poster, the comic form of the above and lower structures of the poster is expressed, and the fancy New Year is presented in the copywriting using a contrasting technique.
The poster cuts from the perspective of foodies, baby-raising, cozy, novelty, freshness, playfulness, brush existence, etc. as the core of the spread of the Tmall New Year Goods Festival. For example, on the topic of foodies, it tells the audience to refuse to "eat stupid", guides the audience to live a "foodie" year, and uses interesting copywriting to convey the selling points of food brands, such as boat song dumplings - poor countries are rich in the New Year, do not eat dumplings for the New Year, Budweiser - weekdays with poetry and far away, the New Year only wine and dead parties. In addition, the Tmall New Year Goods Festival's wave of New Year goods topic marketing also revolves around the above topics, cleverly implanting baby and child, smart home appliances, cosmetics, clothing and other products.
On the whole, the vivid poster of the Purchase New Year Guide not only shows the "fun and not boring" way of celebrating the festival, but also cleverly implants the product highlights of various New Year goods, to a certain extent, to achieve the communication effect of online drainage.
3. Didi Chuxing: Spring Festival custom poster
Didi launched a set of antique New Year posters for the Spring Festival customs, combined with the customs of the first to fourth day of the Chinese New Year, successively passed on the product service highlights of Didi Dai driving, Didi tickets, Didi carpooling and Didi chauffeurs, such as the poster of the First Day of the Chinese New Year combined with the topic of the Spring Festival reunion, indicating that you can use Didi to drive after drinking and socializing; the poster screen on the second day of the Chinese New Year shows the traditional custom of pasting paper window flowers, sets off the festive atmosphere of the Spring Festival, and also shapes the use of Didi tickets for family pick-up and drop-off On the third day of the New Year, didi carpooling was used to convey the lively atmosphere of the Spring Festival brought by carpooling, pointing out the "sharing" function of carpooling; the last new year's fourth day seized the custom of welcoming the stove god and guided users to use Didi special cars to purchase ingredients. The Internet reservation car is combined with the Topic of the Spring Festival just right, and the strong integration and collision of modern and traditional elements is realized.
04
Event marketing
1. Today's headline subway marketing: "Fortune China Year" red envelope subway
During the Spring Festival, Today's Headlines built a special train of Fortune Red Envelope in Changsha and Shenyang, which designed a total of 6 theme cars and 30 groups of creative illustrations, and the entire subway created a strong festive atmosphere. It is worth mentioning that the special train of today's headlines has created 518 I want to make fortune carriages, 521 I love you love carriages, 1799 long-term friendship carriages, 818 hugging family car, 837 non-living Buddhist carriages, 666 sneaking to force carriages...
These carriages combine the combined connotations of different numbers, cut from the perspective of love, friendship, family affection and other topics, and integrate good wishes for the coming year. In addition, today's headlines also designed an interactive area with the word "fat" in the carriage, which greatly mobilized the interest of subway people in taking photos, and formed a topic of #Spring Festival headlines # secondary dissemination through photo sharing. Overall, today's headlines of the fortune carriage caters to the audience's emotional needs of the New Year's desire to get rich, creating a sense of ceremony for the Spring Festival fortune.
2. Tencent Video Pop-up Shop: Good Time Sea Museum
In early February, Tencent Video took advantage of the "Million Brain Times" hotspot and cooperated with Taikoo Li in Sanlitun to create an offline answering pop-up shop "Good Time Question Sea Pavilion", providing users with a dream world sea venue integrating five themes of movies, animation, variety shows, drama chasing and New Year. The fun answer pop-up shop, through the high restoration of classic scenes, designed different themes of the answer interaction, provided the audience with rich gifts - celebrities to send blessings, dog dolls, Tencent video membership cards, etc., stimulated the audience's enthusiasm for participation.
Tencent Video successfully borrowed this macaron venue at the Spring Festival node to convey to the audience the concept of "every bit of progress is a good time" to encourage young people to be more motivated in the new year. In the way of spreading positive energy, the core spirit of the brand is given more connotations rich in the beautiful meaning of the New Year.
After reading these ten cases of brand taking advantage of the Spring Festival marketing, which one do you think is the most flavorful? Which is the most creative? Leave a message together to share.
This article comes from the author: Huang Yi Public number: public relations 007