Successful advertising case analysis 1:? M-Zone, my place, listen to me.
1. Is that right? M-Zone? What do you think of the company's advertising creativity? Why?
A: (1) In selective exposure, the target audience of this advertisement is fashionable youth and college students. In order to break through their defenses in selective exposure, resulting in their
Attention, so that the focus of their appeal can be successfully accepted by the audience, China Mobile chose Jay Chou, the little king of Taiwan Province Province, as the image spokesperson because
Jay Chou is the idol sought after by young college students. He is very popular among them, and has gathered considerable popularity with strong appeal and influence.
Jay Chou, as an image spokesperson, can make more target audiences come into contact with this advertisement.
(2) In terms of selective understanding, when advertising planners choose advertising information, they adopt a way of understanding that is close to the audience, that is, singing and talking in Jay Chou.
Style, to convey the theme of advertising to the audience? My home. Listen to me? So that the audience's understanding of advertising information and advertisers can be unified. The reason why we take the side door.
The way of singing while singing is because of the style of Jay Chou's songs. The audience likes Zhou Jiehua's songs, and then they like Jay Chou. This way can help the audience to understand better.
(3) In terms of selective memory, because selective memory is an unconscious behavior, in order to deepen the audience's memory of advertising information and leave a deep impression on them,
Advertising planners choose? My home. Listen to me? Information is more likely to attract the interest of enterprising people. Young people nowadays have a rebellious spirit. They are against the authority and tradition of parents, unwilling to be controlled by others and pursuing freedom. My home. Listen to me? I have the final say, which is more in line with their current personality, so I left a deep impression on them and caught the audience well.
2. Brief description? M-Zone? How to successfully integrate into the overall planning of the target group subculture.
A:? M-Zone? , mainly to lead the youth fashion trend. ? M-Zone? (M-Zone) is a brand-new brand launched by China Mobile Communication aiming at the life characteristics and consumption habits of young people, and it is the first mobile communication customer brand specially built for young people in China. In the M-Zone, young people can find cool pictures and ringtones, find a lot of novel information, and choose a more free tariff combination. Create modern cultural creativity in the form of innovative SMS packages, build new ways of life communication, and open up new channels for obtaining information. There are several reasons why M-Zone can successfully implement brand management: M-Zone? (m-zone) positioning in novelty; With a brand-new brand slogan, my site listens to me? ; ? M-Zone? (M-Zone) mainly provides personalized information to mobile phone customers, covering all aspects such as food, clothing, housing, entertainment and so on; ? M-Zone? M-Zone brand is designed for consumers who advocate individuality, pursue fashion and keep up with the trend. Student package? 、? Entertainment package? And then what? Fashion package? There are more, more dazzling and more valuable SMS packages and communication schemes for consumers to choose from. ? M-Zone? Not only provide consumers with high-quality voice call services, but also rich data services, such as value-added SMS, personalized ringtone picture download, mobile QQ while walking, mobile games, mobile FLAS and other fashionable, novel and fun things. Enjoy all kinds of SMS packages and value-added communication plans, and enjoy the information world easily.
Successful advertising case analysis 2: pleasure
Tired of waiting for the bus on the streets of London? Then @Walkers_busstop, ask for a pack of free potato chips to kill time! British potato chip brand Walkers meets the recently launched? Give us a taste? In the marketing campaign, vending machines were installed at some bus stops in London. Passers-by can log on to Twitter, @Walkers_busstop and get a bag of potato chips from the vending machine for free.
Advertising execution: Xerox invited Gary Lineker, a former famous British star and now the host of BBC sports program, to shoot a movie trapped at the bus stop, and then interacted with the users waiting for the bus through an interactive device, inviting users to send tweets with the keyword Walkers_busstop, so as to get potato chips with new flavors for free. After the user pushes, Reinkel will take out the potato chips from under the seat and distribute them (actually, the filmed film will be realized), so that the user can get the potato chips with a new taste from the delivery port on the billboard.
This promotion activity is jointly created by OMD, AMV·BBDO, Tailong Outdoor and Clear Channel in the UK, and it is the latest launch of Pacers? Give us a taste? Part of the activity. This activity encourages people to use bus shelters. As long as the system receives the receipt, Lineker can issue free tickets for the Do Us A flavour event.
In the online part, they also have an active website, inviting users to vote and choose their favorite tastes, so they have a chance to win the prize. Do we have a taste for consumers? The activity has two meanings: one is to make them feel that their opinions have attracted the attention of the brand, and the other is to let consumers interact with the brand and win the audience's sense of participation. Through this marketing, the number of Facebook fans of Xerox's parent company Frito-Lay has tripled in the United States, and the company's sales in the United States have also increased by 12%.
Successful advertising case analysis 3: Nestle
In 1980s, two brands of instant coffee, Maxwell and Nestle, entered the China market together.
Now, the sales volume of Nestle Coffee in China market is much higher than that of Maxwell Coffee. Why?
Identify the target customers and gain insight into their inner needs.
When they first entered the China market, the two companies commissioned different companies to do market research, and the survey results commissioned by Maxwell International Company were intellectuals who yearned for western culture. So the slogan is elegant. Drips are fragrant, but the meaning is still unfinished? .
On the contrary, Nestle Coffee found that in the early 1980s, the Shanghai market surveyed female college students' favorite occupations. The result was unexpected. The first person a girl wants to marry is a taxi driver? !
At that time, the salary of taxi drivers was ten times or even dozens of times the average salary at that time, so Nestle Coffee clearly knew that the target consumers were definitely not university professors and intellectuals, and accurately positioned the audience.
At this time, I found a special phenomenon. People who drink Nestle coffee will take Nestle cans to the office as teacups, which makes people think that I can afford Nestle coffee.
2. At this point, the advertising effect is produced!
A brand that used to be very common abroad has become a show-off brand in China. Nestle Coffee has an insight into the inner thoughts of consumers who want to show off their identity as high-end drinks such as coffee.
Third, the psychological meaning of advertising language
At the same time, Nestle Coffee also shows off its fragrant and attractive taste, and its slogan is also very simple:? Does it taste good？ !
In fact, the taste of coffee is not good, especially for China people who are used to taking tea as their main drink in a country with a long and deep-rooted tea culture. But its slogan hints at you every day: Is it delicious? ! Habit becomes nature, and people are used to thinking that Nestle coffee is delicious.
Over time, Nestle coffee is synonymous with delicacy, which captures the mental resources of the target consumers and makes it gain an irreplaceable position when it first entered the coffee market in the early 1980s.
Look for the reasons for failure in the competition
Maxwell Coffee missed the opportunity and failed to find out the real demand of target consumers for coffee brands in the current environment, so it retreated to Nestle Coffee.
Its slogan? Is the fragrance not exhausted? At that time, the advertisement was broadcast for half a year, and many people thought it was selling sesame oil. To understand this slogan, you have to graduate from college at least to understand the language artistic conception that Macmillan Coffee wants to convey.
Of course, with the development of the times, the inner needs of consumers have also changed, and Nestle has issued several slogans for this purpose:
Every moment, every cup of Nestle coffee
There is always a mellow experience.
No matter how busy I am, I want to have a cup of coffee with you.
1 moment, 1 Nestle love is connected with the left and right 1 moment, 1 Nestle family care.
Nestle Coffee welcomes the new day with you.
Nestle is always with you.
Conclusion: Only by truly positioning your target customers and understanding their inner thoughts and psychological feelings can we seize the leading position in the market.
Successful advertising case study 4: Adidas
When you open a webpage, the couplets on both sides of the page enter the user's eyes for the first time. Two women's volleyball players smash the ball with their arms, and you come and I block it. It's very interesting. Slide the mouse gently, and the main picture in the middle of the couplet appears instantly. The women's volleyball players jumped up and blocked the net first, followed by countless arms and countless people. There is only one word to describe such a scene. China people and athletes are United. Who can break through this defense?
Do advertisers have uniform pictures? Nothing is impossible, together in 2008. Advertising language. On the couplet screen, there is a conspicuous Adidas LOGO and Beijing Olympic Games LOGO, which are juxtaposed with the Beijing 2008 Olympic Games partner logo. The whole advertisement is displayed in the form of competition, which is highly interactive and presents a different visual impact, effectively highlighting the brand connotation of Adidis! An atmosphere, a passion, a victory, a cheer, a young and energetic group is bred on the beach, showing its strength in the leap and winning honor in the struggle. ? Nothing is impossible, together in 2008. Advertising language is particularly eye-catching in the simulation scene, which fully focuses the user's eyes. The exquisite layout of the advertising scene, the lifelike action design of the characters, and the perfect interaction between the couplets and the main screen? Fully deepened the audience's understanding of the brand. )
The expectation of the public is hope. Interpreting your enthusiasm, China Women's Volleyball Team has demonstrated its strength by leaps and bounds, and added more great expectations with the technical support of interactive rich media and the endless sportsmanship of Adidas. If you insist on picking holes in this advertisement, it is because the main screen is a bit huge and needs to be displayed wholeheartedly. There are many people, which makes the overall effect of the screen a bit crowded, but the clever interactive effect can completely cover up this small flaw.