Let the time go back to189565438+February 28th.
The short film "The Train Arrives at the Station" shown in the Indian Hall of the Paris Cafe reproduces the lost time, and the audience present can't help but exclaim: "The past belongs to us." In the following 100 years, the charm of the film was always irreplaceable. Where there is attention, there are advertisements. Obviously, smart manufacturers and advertisers will not let go of the fertile soil of movies-when you walk into the cinema, find your seat and wait for the movie to start leisurely and excitedly, have you ever thought that another wonderful drama will start before the movie, that is, movie advertising?
Film advertisement: looking for the other half value of light and shadow
1994, when the young Yong just set foot on the land of Beijing, he didn't expect that he would become the director of this play. With his own patented products, Zhang Qingyong's first dream is to do something and settle down. However, it is also a coincidence that the development and production of his patented products did not go as smoothly as expected. Zhang Qingyong met Chinese and foreign celebrity advertising companies and embarked on his own advertising road.
"At that time, the advertising competition in China was not as fierce as it is now, and there were many opportunities. At that time, I was thinking about what kind of things can make everyone sit down and watch. So we thought of movies. " Zhang Qingyong said. The analysis of the audience's psychology opens the door to career. 1995, Zhang Qingyong's company produced and released the first film video advertisement, which was the first in the history of film advertisement in China.
On August 6th, 1998, CCTV 3D advertising company was established. In the first stage of the company's development, CCTV 3D helped many customers realize their own value with the help of movies. In 2002, through the three-dimensional planning and implementation of CCTV, the film and television media strategy of "dopod-Hero in Mobile Phone" was successfully implemented, with an investment of tens of millions, which created the first in China and won the annual 10 classic case selected by China International Public Relations Association in 2002.
"Movie advertisements can enhance the brand for enterprises; For the audience, it is another channel to contact the brand. For the film itself, the income outside the box office is the promotion of the film industry. Through advertising, the film found value outside the plot. " Zhang Qingyong said.
Behind the success is deep thinking about the company's further development: where is the next blue ocean for CCTV 3D?
Screen Giant Array: Brand Avenue of Stars
1996 and 1997, the introduction of blockbusters injected new vitality into the China film market. It should be said that Zhang Qingyong found the best time to enter. More and more people in China have entered the cinema and formed the habit of watching movies. Movies are born with the function of dividing audiences, and the vast majority of people who often go to the cinema to see movies are people with certain consumption power and knowledge background. The comfortable environment of the cinema and the shocking performance of the picture can optimize the advertising effect. High-quality people and high-quality effects make film advertisements find no reason not to be favored. So what is the next breakthrough for Jasmine Zhang Yonghe CCTV 3D, which occupies this superior resource?
"Traditional patch advertisements are deeply influenced by the film itself. The release time and scope of a movie will have a far-reaching impact on the advertising effect. For example, "Barber" and "The Da Vinci Code", fluctuations from movies have affected the overall effect of advertisements. " Zhang Qingyong said, "No matter how the movie changes, the cinema will not change. With this in mind, we have found the core of the problem. In 2005, we launched the' Screen Giant Array'. "
Different from the film patch advertisement, Screen Giant Array has set up an advertising simulcast network with cinema as the unit, and concentrated on buying the advertising time before the cinema film is broadcast. No matter how the film itself changes, through continuous cinema, the giant screen array can ensure the effective spread of 1, 254,505 advertisements.
"Only by establishing such a network can we really give full play to the media advantages of film advertising. The use of film advertisements is no longer limited to a group of people in one place because of the characteristics of the film itself. The products of Screen Giant Array bring together audiences of different ages, hobbies and regions, and the shocking expressive force of the film media itself makes it have every reason to become the starting platform of the brand. Taking the express train of the film media, the brand embarked on its own famous road. " Zhang Qingyong said.
Full integration: entrepreneurs are helicopters without landing gears.
Zhang Qingyong and Jiang Nanchun have known each other for a long time. Based on the commonality of ideas and undertakings, CCTV 3D officially joined Focus Media Group in August this year, which added an important weight to Focus's concept of "Life Circle Media Group".
Although everything has entered the track of benign development, for Zhang Qingyong, it seems that everything has just begun:
"Customer perception is an urgent problem for us to solve. Many customers still regard film advertising as a short-term project with the nature of event marketing, which is the cognition brought by traditional patch advertising. In fact, with the help of giant screen array, we can help customers achieve long-term brand communication. The film industry has left us a lot of room. Next, I hope to import from the early stage of the film, fully integrate the upstream and downstream of the industry, and finally build a bridge of good communication between advertisers and movies. "
When asked about his plans for life, Zhang Qingyong smiled.
"My family is perfect now, and I am already very satisfied. More energy will still be devoted to work. There are so many cinemas under construction in China, the hardware is constantly improving, and more and more people are entering the cinemas. These are our opportunities. Entrepreneurs are like this and can't stop. Entrepreneurs are planes without landing gears. "
Brief introduction of Zhang Qingyong:
Mr. Zhang Qingyong takes film media as his career center and is a media person who is committed to film media services and value-added services in the whole industry chain.
From 65438 to 0998, Mr. Zhang Qingyong founded the first professional film advertising company in China-Beijing CCTV 3D Advertising Co., Ltd., and began the unprecedented exploration and practice of China film media.
From the simple film promotion to the combination and interaction between film and business, from the media development of cinema to the integrated communication centered on film media, Mr. Zhang Qingyong led his CCTV stereoscopic film media to explore the media operation and integrated communication of China film industry tirelessly with the pioneer consciousness and attitude.