In the fifth business class, Liu Run said that what he said to American advertisement james webb Young was like being struck by lightning.
Seriously, I feel the same way when I see this sentence.
That hit the nail on the head.
Take Allen Perry, an American small-town jeweler.
This jeweler launched an activity on Black Friday of a certain year, "If it snows more than 3 inches in Town A, 500 kilometers away on Christmas Day, the jewelry will be kept and the money will be fully refunded".
Then it sold well. It snowed and the money was refunded, but there was no loss because of the insurance.
It's a creative idea to recombine elements such as jewelry, snow and weather insurance.
So how do you combine your products with new ideas based on old elements? The fifth section puts forward four combined ideas in business class.
In order to activate your brain, instead of simply copying the original text and taking notes, it also opens up the search and thinking of information.
It involves not only products, but also the creative combination of content copy.
Let's look at the first idea first.
The example given in the class is the combination of jewelry and journey to the west. Two endings were made with the Monkey King's spell and golden hoop in Journey to the West, which triggered the spread.
Starting from this idea, I found more similar creative copywriting.
Later, he creatively adapted the wonderful plots in Romance of the Three Kingdoms, one of China's four classic novels, such as the straw boat borrowing an arrow and the battle of Guandu, and implanted the function of sweeping red envelopes, with good results.
Alipay's creative marketing is good because its creative adaptation of characters and allusions is combined with product interest.
Correspondingly, China Merchants Bank's "The world is bigger than a plate of scrambled eggs with tomatoes", and everyone was moved, but because the link between the video and the brand is too weak, the correlation with the brand is not strong.
Once the audience only remembers the advertisement or creativity, the brand or product itself will be relatively ignored and become a unilateral creative communication.
Another master is Wen Wenchuang of the Forbidden City.
At the product level, the Forbidden City cultural and creative products not only have the cultural heritage of the Forbidden City, but also have popular fashion elements. These integrated creative elements are combined with luggage, clothing, jewelry, mobile phone cases and so on. , develop high-quality cultural creativity with high cultural added value, such as "Zhu Chao headphones", "I am such a person" folding fan, Imperial Book series cool universal embroidery patch, etc.
The lipstick launched on Tanabata this year, if you look at its story, design, etc., you will have the impulse to buy it.
The marketing of the Forbidden City Wenchuang is also extremely superb.
The contents and forms of the Forbidden City culture spread by new media, such as Yongzheng: I feel that MengMeng is full of stubborn men, and she is busier than Grandpa Four, that's enough! I want to be quiet "and other articles are unnecessary. While spreading fun, they also promote the brands and products of the Forbidden City Wenchuang.
2065438+June 2009, a topic named "If Wang Anshi has an English name" appeared on Weibo Hot Search. Wang Anshi's English name became Vans in the enthusiastic activity of netizens choosing English names for celebrities. As a warm response to netizens, Vans brand launched the activity of #Vans Wang Anshi looking for you # in Weibo. On the one hand, it exposed several cartoons created by netizens with this theme, and sought the author. On the other hand, it invited Weibo readers to create their own Wang Anshi van in the form of pictures or videos, and showed the spirit of Wang Anshi van. It highlights Vans' consistent encouragement to young people's creative self-expression and makes the brand image more distinct.
And Haier's interaction with his little brother Haier for many years # Selling underwear and a small fan for his little brother # is also a combination of classic images.
I can't help but think that two years ago, a friend tried to make an official WeChat account for art. In several articles, he adapted and described the stories of Hony Master Li Shutong, Da Vinci and Song Huizong, and colored some characters in The Avengers according to the small stone heads of several monks. These should be counted as such attempts.
From this point of view, combining the creativity of classic legends, stories, novels, movies and TV plays can be extracted from a large number of materials, which should be regarded as a common and useful one. It is a good way for us to start creative production from this aspect.