The weekly wonderful case giveaway is coming as scheduled, and TOP Jun will select the TOP5 marketing cases of this week (2024 week 26, June 21 - June 27), and this week's Hongmeng Zhixing's "Wisdom in One "Park" won the TOP1 case.
This week's case rankings
TOP1
HarmonyOS Zhixing
"Wisdom in a "Park"
| ranking | Case |
| TOP2 | Weilong |
| TOP3 | Xianyu |
| TOP4 | Taobao |
| TOP5 | Mengniu |
TOP1 Hongmeng Zhixing
Break the "fourth wall" and convey the selling point
How should the powerful actor Yu Hewei show the strength of the M9 remote control parking?
Yu Hewei, the Hongmeng Zhixing and Experience Officer, brought a rather innovative promotional film "Wisdom in a "Park"", in which the "fourth wall" was constantly broken.
Hongmeng Zhixing "Wisdom in a "Park"
Yu Hewei, a familiar face in spy war films, paired with Wenjie M9, is about to stage a classic underground garage chase battle. When the M9 used remote control parking to enter the warehouse by itself, the selling point of the product was revealed, and the audience thought that at the end of the day, the short film broke the "fourth wall" and began to give shots to the staff and director.
The director and the director discussed: "What is the difference between our remote parking and other remote parking?" In order to highlight the selling point of the product, the staff planned to make it difficult for the M9 to park the big cars on both sides of the parking space closer, and invited Yu Hewei to shoot a version again.
With the ups and downs of the plot, the audience unconsciously watched the whole film. This more real and friendly way of showing makes "Wisdom in One "Parking" different from the tall promotional films of traditional car companies, narrowing the psychological distance with the audience, and at the same time imperceptibly showing the strength of the M9 remote control parking.
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Comments
What does it take to impress consumers? - Really?
The director made no secret of whether this was a commercial or an ad made by a director who suffers from "atypical i.e. sexual creation syndrome". The creative process of "adding and deleting seven times" made Uncle Liu Huang, who was anxious to "continue to play music and dance", had to ask over and over again, "Is it over?" ”
Still, the ad is clearly "over" in the minds of consumers. The four reasons for this are obvious: suspenseful opening, sincere expression, enhanced selling points, and the strong idol effect of the spokesperson.
The profits of automakers are actually diluting the profits of the menacing new car-making forces, but Huawei has chosen a new entry point in terms of strategy: controlling the "seven inches of the industry" with "intelligent systems". This strategy, which was once questioned, was later proven correct by the market: it achieved a sales miracle of 100,000 units in just six months after its launch, and successively dominated the list of 500,000 and luxury cars.
Smart parking is the most mature application function of the "intelligent system", and it is actually not a new thing. The "super parking" advertisement launched by Xpeng P7 as early as three or four years ago has sparked a lot of discussion on the Internet, and Tesla's automatic entry into the basement and automatic pick-up at the door of the ground company is even earlier.
So, the biggest attraction of this advertisement is: why does Huawei ask the world to emphasize the "smart parking" system at this time? Also use this mediocre feature as a core selling point.
There is only one truth: to dispel the last concerns of the core decision-makers: the main focus of the family car is the family car, and the final decision-maker in the family scene is often the hostess, and the subsequent decision-making priorities are the children, pets and male owners. The comfort, large space and high level of intelligence can be perceived at a glance during the test drive, which is also the key to quickly capturing their hearts.
At this time, in addition to the budget, their only concern is: how to better control such a large car when they sometimes need to drive it themselves? Especially in crowded cities, don't worry about it when the parking space is small. This ad is actually their reassurance.
Therefore, the advertising chooses the male and female "Uncle Liu Huang" starring role, on the one hand, it can gain the trust and goodwill of female consumers, and on the other hand, it is also another persuasion of science and engineering otaku.
Despite being at the bottom of the family decision-making chain, men's decisions still play a special role in the growth of sales. When men buy a car, they consider too many factors, and many controversies of the new forces often make them hesitate. And this advertisement subtly tells them, your daughter-in-law wants to buy it, and your idol "Teacher Yu" also bought two, do you want to buy one to experience it?
Advertising selling point service marketing strategy, marketing strategy service corporate strategy. In the era when smart parking is no longer new, we will continue to strengthen this function, and in fact, we will continue to strengthen the position of "intelligent system" in the new energy vehicle industry chain. After all, Huawei wants to firmly hold this position, seek the main position of the new chain of the industrial chain, and grasp the largest profit and core voice of the automotive industry.
Weilong
Linkage with Tao Xinran to develop durian spicy strips
Who developed the flavor of durian spicy strips?
Weilong and An Lingrong's actor Tao Xinran dreamily linked, and jointly launched "Rebirth: I am a Durian Fragrance Master in Weilong", which tells the story of An Arranged, the chief perfumer of Weilong's R&D Department, who overcame all difficulties and finally successfully developed durian spicy strips.
Wei Long "Rebirth: I am a durian in Weilong"
At the beginning of the short film, Director An's inner drama: "Father and mother, I have been promoted, and I have finally been promoted." When encountering difficulties in developing new flavors, the boss "Mr. Tangerine" spoke domineeringly: "Okay, I don't like to be forced." There are also An Lingrong's famous lines "I think I'm really exhausted", "Such a good sunshine, I finally see it again", etc., the short film is stuffed with various classic old stalks of "The Legend of Zhen Huan", so that Zhen scholars can experience the joy of finding easter eggs during the viewing process.
"The Legend of Zhen Huan" is still a classic drama that many people have rewatched several times, and An Lingrong Yijiao played by Tao Xinran has also gained many new interpretations and loves on social platforms. Weilong accurately grasped An Lingrong's "fragrance" skills, and combined it with the seemingly weird taste of durian spicy strips, which is not only reasonable, but also can trigger user discussions.
The most important thing is that after watching the short film, I believe that many viewers are curious about how popular the "Director An's Special Durian Fragrance" is, so they have the urge to buy it.
Xianyu
The small "earning" of the characters resonates
Their story begins with the sentence "Is the baby there?"
Xianyu released "Ten Years of Character Earnings" on his tenth birthday, recording the stories of countless real young people.
Xianyu "Ten Years of Character Small Profits"
The protagonist moves, and her friend discovers the exaggerated script she wrote many years ago: the lovelorn girl throws away the gift from her ex, and she can successfully counterattack the male protagonist who is worth more than 100 million yuan by creating a business casually. In reality, young people hang up the gifts given by their exes and don't waste them, and young people rarely daydream, preferring to do a few more side jobs to be realistic.
Xianyu ten years of characters earn a small poster
Swipe left and right to view
The short film uses the mouths of the characters to say: There are no big scenes here, there are no big productions, some just make a small profit every day and live life as they want.
Looking back on the past ten years, in the stories of countless babies coming and going, some people have earned to let go, some people have earned out-of-print youth, and some people have earned their dreams when they were children.
● Taobao
The much-talked-about Apple VisionPro China version officially went on sale on Friday, and Taobao released the "VisionPro National Bank First New Concept Shopping", which takes everyone to immerse themselves in the new concept shopping method in the near future. BNM users can download Taobao from the App Store in VisionPro and log in to their accounts to purchase goods directly without having to enter the delivery address repeatedly. In addition, functions such as voice search, zooming in to see the full-angle details of the product, and trying on clothes are also eye-catching. The sci-fi scene in people's imagination is becoming a reality little by little, and Taobao has been able to get a first taste of the future of shopping.
Taobao "VisionPro National Bank of China Debuts New Concept Shopping"
● Mengniu
On Olympic Day, Mengniu released the "Olympic Spirit Image Exhibition" to commemorate the glory of the Olympic movement and praise the spirit of transcending oneself. Mengniu and the Olympic Games jointly initiated and invited Jin Dong, Yang Zi and Zhao Lusi to curate and star in the video exhibition, bringing together the precious moments of everyone embodying the Olympic spirit in their lives. These images capture extraordinary moments in the ordinary, and every moment shines with the light of struggle and struggle. The Olympic spirit is not limited to the arena, it also belongs to everyone who works hard, because it runs through our daily lives.
Mengniu "Olympic Spirit Image Exhibition"