Source | PR 007
In more than 30 hours, we are about to enter a new year 2024, and at this moment, everyone has a lot of emotion.
Especially in 2023, which is about to say goodbye to us, it is difficult to sum it up in one or two words. On the one hand, with the full relaxation of epidemic prevention and control, we have more time to enjoy the happiness of gathering together and feel the beauty of nature, on the other hand, the increasingly uncertain environment has made many people, especially the new generation of young people, more confused and confused about the future.
It's just that, standing at the node of saying goodbye to the old and welcoming the new, I think many people will have such an inspiring sentence on their New Year's wish list: In 2024, become a better version of yourself.
What is "better"? Everyone has an answer in their mind. And Telunsu, which has always taken "better" as its brand proposition, also at the end of 2023, co-brand spokesperson Yi Yang Qianxi filmed a brand attitude film and gave his own answer.
Trensu's answer may be able to resonate with the majority of young people, and it can also make people look forward to 2024 better.
"Better" brand attitude: discover the great wisdom of "returning to the present" from ordinary things
On social platforms, we will find that young people's expectations for the New Year are becoming more and more concrete. In the face of the upcoming 2024, people's wishes are to take the public examination, go smoothly in the examination, get promoted and raised, succeed in academics, lose weight, etc., less is the impulse of idealization, and more is pragmatic for the present.
In fact, this reflects that the young generation, who are extremely confused about the future, hope to alleviate their inner anxiety with more practical wishes, and use more powerful abilities to cope with the uncertainty of life.
In the face of the psychological changes of young people, how to accurately gain insight into the current user emotions and properly convey the value proposition of the brand is not only a problem faced by the brand, but also an opportunity to win the emotional resonance of young people.
And Trensu has found the "return to the present" as a point of communication.
Looking at the whole brand film, whether it is Yi Yang Qianxi, who likes to go to the park to stop and go, or his analysis of his attitude towards life, especially the sentence "The present is the future", all of which are the emotional value points that Telunsu hopes to convey to consumers, that is, the "better" way to go to the future is to return to the present.
In my opinion, this is a very powerful communication point that can give young people a strong sense of substitution.
On the one hand, it shows that Trensu's pragmatic attitude towards today's young people is positive and appreciated.
"Return to the present" means not to be impetuous, not to be in a hurry, to improve yourself in a down-to-earth manner, to accumulate strength, so as to accumulate steadily. It's laying a solid foundation for "better".
On the other hand, "return to the present" is the value guidance of Trensu's further sublimation.
Trensu hopes to tell young people that it is important to run hard, but don't forget to understand the beauty of life, and stop by the scenery along the way, and the relatives and friends who accompany you.
Because, "better" not only refers to visible achievements, but also includes invisible perceptions and thoughts, which can determine the texture and thickness of life.
Therefore, at the end of the brand film, Trensu used a set of UGC content to further annotate "better". Through the "2023 Better Moments" posted by these netizens, you will realize that those that can be remembered vividly may be some ordinary little things, such as an autumn mood in the alley, a ruby wedding of your parents, a family photo of four, and a 30th birthday with your family......
They well echo the "better" proposition conveyed by Trensu in the brand film, and use very life-like and pyrotechnic scenes to let young people understand that in today's uncertain era and confusing future, returning to the present can make people accumulate strength and better meet the future.
"Better" marketing carrier: dig deep into the spiritual core of the spokesperson and release the brand's communication energy
Another highlight of the Trensu brand, in my opinion, is the very clever integration of the spokesperson's characteristics with the brand value proposition.
From a marketing point of view, the ideal state between the brand and the spokesperson is to achieve each other, go both ways, and achieve a CP story.
The brand film cooperated by Telunsu and spokesperson Yi Yang Qianxi is a realistic interpretation of this ideal state. Specifically, Yi Yang Qianxi's personal spiritual core is the external communication of Telunsu's brand proposition this time.
Therefore, when filming brand films, Telunsu did not show Yi Yang Qianxi from the perspective of a star, but accompanied him to the park, like shooting a documentary, returning to the basics to record Yi Yang Qianxi as an ordinary young man and his understanding of "better".
And the value proposition of "returning to the present" is Yi Yang Qianxi's attitude towards life in the most comfortable and comfortable state.
For example, at the beginning of the film, Yi Yang Qianxi said that he would recharge himself in solitude, and at the end of the film, he said that he was not a person with a definite future goal, but wanted to focus on every step under his feet, which can be seen that he is a person who is willing to pay attention to the moment.
As he mentioned, the background and inspiration for the creation of the new song "The River of 4%vol". This new song released by Yi Yang Qianxi on his birthday on November 28 this year is actually a reminiscence of himself when he was in an extracurricular class in Beijing, simple and pure, and trying to recharge himself. The lyrics he likes, "Don't fly too high, be a stupid bird", is also an expression, don't care too much about the results in the distance, and ignore the present. Like a "stupid bird", focus on the current effort and enjoy the process of struggle, and you will also become "better".
It is worth mentioning that in this brand film, Trensu also buried some surprise easter eggs for fans, such as Yi Yang Qianxi's daily work tidbits, Yi Yang Qianxi in the studio, Yi Yang Qianxi recorded the scenery with DV, etc., these show that Yi Yang Qianxi is also not Yi Yang Qianxi under the halo of stars, but an ordinary individual with his own life and preferences.
Looking at the entire brand film, an intuitive feeling is that the film focuses more on the spokesperson and mass consumers, and there are only a handful of appearances in Trensu.
This is the embodiment of Trensu's confidence and confidence.
On the one hand, weakening the commercial marketing attributes of brand films can reduce the audience's resistance, quickly shorten the emotional distance, and let consumers feel the sincerity of Trensu.
On the other hand, due to the high degree of consistency in the values of Yi Yang Qianxi and Telunsu, they are spiritually compatible and mutually recognized, and Yi Yang Qianxi can be said to represent a part of the brand spirit of Telunsu. Through his interpretation, the communication of Trensu's "better" proposition can more imperceptibly penetrate into the minds of consumers.
"Better" value inheritance: insight into the public sentiment under the changing times to explore the emotional resonance with users
In fact, if you look back longitudinally at the marketing history of Telunsu, you will find that the joint spokesperson shoots TVC and continues to output the "better" proposition of the brand, which is what Telunsu has always insisted on.
For example, on the winter solstice just past, Telunsu and spokesperson Jin Dong filmed a solar term promotional video. Different from the healing painting style of the brand film in 2024, Telunsu and Jin Dong used a cold and humorous way to convey to the public that on the longest night of the winter solstice, they should taste better milk and sleep better. And "sleeping better" actually shows the attitude of "returning to the present", interpreting the meaning of "better" from another perspective.
As a philosopher once said, "Everything changes, and the only constant is change itself." "Insight into the psychological state and emotional needs of the public in different time periods, and give the "better" proposition a more contemporary and resonant value connotation, which is the unchanged marketing strategy of Telunsu in the rapidly changing environment.
And the many years of cooperation between Telunsu and the spokesperson Yi Yang Qianxi is a microcosm.
On November 26, 2020, Yi Yang Qianxi, who is about to celebrate his 20th birthday, became the brand spokesperson of Telunsu. In order to welcome the young spokesperson, Telunsu used 1,000 drone shows to celebrate his birthday, and said that he would "set off for the better" with Yi Yang Qianxi.
Since then, in the process of deepening the "better" proposition in Telunsu, Yi Yang Qianxi has always been by his side.
For example, at the beginning of 2022, under the epidemic, when the public's demand for health has increased significantly, Yi Yang Qianxi's New Year's trip came to Trensu's exclusive pasture in Ulan Bu and Oasis, and showed consumers the organic and nutritional value of Trensu by witnessing the miracle of turning the desert into an oasis, and put forward the idea of "going all out for your dreams is better".
On the spring equinox day in 2023, when the spring flowers are blooming, the grass grows and the warbler flies, and people after the epidemic prevention and control is relaxed, people have gone to the suburbs to camp and have dinners. At this time, people are full of expectations for 2023, and the "belief in better power" proposed by Telunsu is a portrayal of this mass psychology.
And then on the occasion of the arrival of 2024, the "return to the present" proposition, a very three-dimensional image of Trensu gradually becomes clear: it can gain insight into the changes of the times, and is better at capturing the delicate changes of public emotions; it is the provider of the times, always providing better nutrition for consumers who pursue high-quality life, and it is also the companion of people's spiritual world, giving the public better emotional support with the "better" proposition of advancing with the times.
To borrow the classic slogan "Not all milk is called Trensu", I would like to say that not all brand marketing can be like Trensu, so delicate insight into people's hearts, so that people can resonate at different times.