There are no gifts this year, only melatonin. In the past two years, the name of melatonin can be said to be a household name. Whether from newspapers or TV, it has impacted people's audio-visual in various ways, and melatonin has become a word with high frequency. According to the data, melatonin can be sold for 400-500 million yuan in six days during the Spring Festival. It can be said that melatonin is successful, and it is also a bright spot in the relatively quiet medical and health care products market in recent years. So I have to talk about its advertisement, which was criticized by some professionals as "the most disgusting advertisement in China". Ironically, these poor advertisers are one of the most powerful advertising campaigns in China at present. Then let's analyze the advertisement of melatonin, an advertisement that constantly creates sales miracles.
The TV advertisements of melatonin mainly promote the concept of gifts, and the well-known slogan "There are no gifts this festival, only melatonin". The Jiang Kun-Dashan version is often played. Jiang Kun used to be a famous crosstalk performer, and he has a high popularity and preference among middle-aged and elderly people. As a product spokesperson, it is easy to impress the target group, and the plot of Dashan giving gifts to the host is also in line with the cultural tradition of respecting the old and loving the young in China's etiquette country. The greatest success of melatonin is to grasp the priceless theme of "life" that people are most concerned about. His advertisement may be the most vulgar, but it is the most eye-catching. Life is priceless. Isn't it the longevity and brilliance that everyone most longs for?
Hair has a history of one hundred years.
Most of the advertisements taken by stars are simply introducing products after laughing, but he doesn't have a line in the advertisements. The vicissitudes of the times, the joys and sorrows of revisiting the old place, and the complex feelings of recalling the past all depend on exquisite performances, and the actors' sincere, dedicated, fresh and self-abased cooperation makes the love story truly melt into the century-old Runfa brand. Celebrity advertising is a very common form of advertising, and people have different opinions. For businesses, if we can skillfully borrow the good public image, social status, high visibility and reputation of celebrities, it will make the audience like the advertised products because they love and worship the celebrities in advertisements. From a certain point of view, this is a shortcut, which can shorten the lead-in period of products. Of course, there are risks while growing rapidly. As can be seen from the following aspects, Centennial Runfa is well used. 1, the name of Centennial Runfa is ingeniously consistent with the name of Chow Yun Fat; Chow Yun Fat's age and appearance are consistent with the gentleness of the brand itself. This is the first time for Chow Yun Fat to shoot a product advertisement in Chinese mainland. For the first time, Gong Li advertised Midea Air Conditioning at a price of one million yuan, which advanced the sales cycle of Midea Air Conditioning by one month. However, the advertisement of "The Force Dry Red", which recently cooperated with Zhang Yimou, was ridiculed by many people in the industry, and it was not successful as before. There is no doubt that it is very important for a star to sell a product for the first time. Chow Yun Fat has a good reputation. Chow Yun Fat, who is famous for his critical movie choices, abides by the tradition of China, respects his parents, takes care of his wife, and is attentive and polite to others in his life and work. Before shooting, several advertisers asked him to shoot advertisements at the same time, but he always adhered to his own principles and strictly selected advertisers. He asked to ensure the production team and shooting quality, and at the same time brought two boxes of shampoo back to China to experience it for himself. He didn't start shooting Peking Opera until he determined the quality of his products, which won glory for his country and showed his temperament. In order to get into the role, he climbed mountains every day to lose weight and lost more than ten kilograms. 4. Strong acting skills. Most advertisements made by celebrities just put out their products after laughing, but he doesn't have a line in the advertisements. The vicissitudes of the times, the joys and sorrows of revisiting the old place, and the complex emotions of the past years all depend on exquisite performances, and the cooperation of actresses is sincere, sincere, fresh and not inferior, so that the love story can truly be integrated into the brand that has been running for a hundred years, and the advertising theme is more perfect visually.
Under the musical background of Peking Opera, Chow Yun Fat Centennial Runfa advertisement tells the audience a love story of childhood and growing old together: the rich facial expressions of the hero and heroine from acquaintance, love, separation and combination expressed by Chow Yun Fat: admiration, smile, anxiety and joy. This feeling of growing old together is shown through the lens of the protagonist Chow Yun Fat washing his wife's hair and watering her. Married couples who grow old together have hair, which has profound cultural connotations in the history of China. At this time, it was accompanied by a voice-over: "The hair of the hair is a hundred years old", and then the product went online: "100, Chongqing Aoni!" -China and his wife made a vow of eternal love, which lasted for a hundred years, and was compiled into 100 Runfa.
Centennial Runfa is the best brand planning of domestic shampoo brands. Centennial Runfa not only pays attention to the functional expression of Aoni brand plant school, but also injects more emotional factors, which raises the brand positioning from the general functional description to the perceptual height. What is more commendable is that the emotional transmission of Runfa for a hundred years is completed by spreading life forms. Chow Yun Fat, a popular movie star, showed her emotional world for a hundred years.
The temperament of advertising is the rhythm and style of filling connotation, the image reveals the inner charm and style, and the temperament of advertising is the inheritance of national cultural psychology, which has strong historical inertia and social penetration. Due to the convergence of emotional interest and subconscious cultural psychology, consumers will naturally love and insist on the cultural temperament of advertisements, thus subtly affecting their behavior. In this respect, the cultural interest cultivated in the past 100 years is helpful to improve the quality of the people. On the premise of ensuring the strong competitiveness of the brand, it is China's characteristic to carry forward the national culture and realize the educational function of advertising.
"Centennial Runfa" has mastered this theory brilliantly, and it cannot echo the interests of others. It has unique elements that its opponents don't have, and it has been endowed with beautiful associations under the Chinese national culture. Beijing Opera and Erhu, the quintessence of Chinese culture, have declined in recent ten years, but the sonorous gongs and drums and euphemistic Jinghu in advertisements make this ancient form shine brilliantly and express emotion through ancient times. It's just that the faithful love between husband and wife under China's virtue lasts for a hundred years, which is different from the western view of love. If it is the same, it will definitely win shocking applause at the Cannes Advertising Festival.
Highlight cultural temperament, endow products with rich associations, and enhance the shock and appeal of advertising works. Nowadays, the advertising communication ability is busy and overloaded, and the continuous increase of similar products intensifies the fierce competition. The phenomenon of product homogeneity makes the product not only satisfy the use function of consumers, but also have profound connotation and spiritual comfort. The ingenious use of "one hundred years", the deep feeling of washing your hair and the beautiful realm of "a hundred years of green hair" are enough to give people a strong shock, which can not be expressed by straightforward advertisements for the benefit.
Centennial Runfa's packaging is also closely related to its brand market positioning. On the bottle shape, Centennial Runfa inherits the dignity and seriousness of Oni, and pursues the corner of Fiona Fang and the perfection of heaven. But apart from Oni's noble packaging. In terms of fonts, Aoni and Centennial Runfa also well embody the brand concept, which can be described as subtle spirit!