1. The first is a clear way of thinking: think with the standard of 15 seconds.
One of the costs of TV advertising is the cost of media delivery. The cost of 15 seconds is three times that of 5 seconds, and the cost of 30 seconds is twice that of 15 seconds. Early TV advertisements developed from 1 minute, and then became mainstream in 30 seconds, so advertisers in that era would use 30 seconds to create ideas, and then cut them into 15 seconds.
Therefore, the Chinese law requires that everything should be considered as 15 seconds, and all problems should be solved within 15 seconds.
Recently, under the leadership of Google, the United States set off a 6-second advertising boom. It is hard to say whether advertisements will become shorter and shorter, but consumers may indeed spend less time and attention on advertisements. Therefore, "fast, accurate and effective" is the most fundamental appeal of advertising. (In the shortest time, release accurate signals and produce effective purchase behavior stimulus reflex)
2. A thinking path that must be followed: TV advertisements are not stories, but "tricks" and "product performances".
Let's talk about how some advertising companies do it. Advertising companies will draw a "storyboard" when making TV advertising ideas. This way often makes many people mistakenly think that "creativity = story", and thinking of an idea is equivalent to conceiving a story, so we often hear many advertisers say "we are not advertising, we are making content". What are the consequences? It is to achieve the purpose of "entertaining the public", showing off skills, but forgetting to "sell" and making the audience of TV advertisements forget to "buy".
The "best" advertisement in this respect is Thailand. We can often see the "Tai Shen Advertisement" on the screen in various channels such as hot spots in Weibo and miles and miles. Many people were made to laugh and moved to tears. then what And then it was gone.
This kind of advertising "story" has become the protagonist, while brands and commodities have become "supporting roles" that can only be flashed at the end of the film. Therefore, consumers will only remember this story after reading it, and there will be no brand and no concept of what the product is. How can they buy?
Our board of directors in China often says that it always serves the ultimate goal. This kind of story advertisement just doesn't serve the ultimate goal, or doesn't know what the ultimate goal is.
Television advertising is a brand show, and products should be heroes.
What are the requirements of TV advertisements? It takes 15 seconds to make the audience notice the product he first heard of and be willing to pay for it.
3. The China method has a wonderful way of thinking, that is, we always "assume that consumers are hearing about this product (or brand) for the first time".
In my opinion, there are two reasons. First, people are always interested in new things (always "the new L 'Oré al Paris").
The second reason is to avoid the trap of information asymmetry. Many brands tend to think that consumers will see all the advertisements I put in. They can learn that we have a new product through advertisements, know what features the product has through posters, then know when the product will be launched from another poster, and then know the complete information we want to release through multiple channels.
This is a very wishful thinking. Now is the era of information explosion. Few people will spend too much time on advertising. It is impossible to read all the advertisements of a brand (unless you are a fanatic, they will take the initiative to retrieve brand-related information, but your product is not just sold to them, right? )
What needs special attention is that in the Internet age, advertisements are very easy to spread twice and many times. So when you conceive, don't design advertisements only according to the audience who spread them once. You must assume that the person who saw your advertisement heard about your product/service/activity for the first time, because it is true. (For example, if your brand has an offline activity and posted an activity poster in your company, you know your brand by default, so there is no information about the brand on the poster, so when your users go to the second communication, information asymmetry will be formed, because the audience of the second communication doesn't know who you are and what you do. )
Finally: information is always asymmetric.
4. Huahua Law: 15 Second TV advertising creation standard:
First, let people remember what the brand name is;
Second, let people remember the appearance of goods;
Third, give people the reason and impulse to buy;
Fourth, establish brand symbol and enterprise strategic advantage.
Pay attention to these four items. The first two items are the minimum requirements, the first one is the premise, and the last two items are the highest requirements. 15 seconds, all four items have been achieved, which is the standard.
The most important thing is to make people remember your name and tell others who you are, because this is the premise of everything. No matter how wonderful you do, it will be in vain if you don't make people remember your name.
Emphasize the first rule, which is not only a necessary condition for success, but also a sufficient condition if it is done to the extreme, that is, as long as you can make enough people remember your name, you can succeed.
For example, Hengyuan went to Xiangyang Yangyang, and this year, he didn't accept gifts, but received old platinum, sent gold wine to his elders, and drank Wang Laoji for fear of getting angry. The success of these brands, on the one hand, is the success of advertising language, on the other hand, their advertisements make "who am I" clear and thorough.
6. To make your product the protagonist, always serve the ultimate goal-selling goods/services/activities.
Highlighting goods is to make people remember the appearance of goods. what is the purpose? The purpose is to let customers go to the mall to find our products. He doesn't know what the packaging looks like. How can he find it on the shelf?
We must think clearly who this TVC is created for and for, so creativity cannot steal the drama of the product. We invest in advertising to sell products, not to entertain the public.
Remember that the appearance of brands and goods is the premise of successful marketing.
7. Give consumers a reason to buy goods. Consumer demand is for categories, and only the reason for buying is for you.
Advertising is more than just showing products. Give the audience a reason to buy your product. Many advertisements only convey the category value of their products to consumers, and the final result is that more people buy razors, but the number of people who buy Gillette does not increase (there are examples at hand).
A good advertisement can provide a unique reason to buy your goods, and form a stimulating reflection on the consumer, so that he will react when he sees the advertisement, just like the intuitive stimulation and reflection of "solving a certain problem with XXX".
For example, I used Piyanping when my skin itched in my early years.
My personal TVC thinking path:
Thinking session:
1. Where does my TVC appear? What are the characteristics of that environment?
2. Who is my TVC audience? What are their characteristics?
3. What are the reasons for buying my brand, goods/services?
4. What is the usage scenario of my goods/services?
5. Is there any inherent drama in my product that can be discovered?
6. What information does the audience need to know most? What kind of information can form a stimulating reflex and ultimately promote sales?
Creative link:
1. Looking for a reference (form, style, routine, whatever details you need), I have an experience in looking for a reference, which I sum up as "looking for a needle with a purpose like looking for a needle in a haystack", which means that when we start looking for a reference, we should make a prediction and know what we probably want, and then look for it, but sometimes we will look for it in the process of looking for it. At this time, most people will skip it directly, but we must not reject it and just accept it.
2. Write a script framework
Write a script
4. Match the pictures.
5. Compare the creative points or details obtained in the reference materials and screen out the creative ideas that are most suitable for your script (this process needs to evaluate the difficulty and cost of your creative execution, because we often encounter the situation that the creative execution is difficult or the cost is too high, so this issue is best considered from the beginning).
Modify link:
1. Take a break for half an hour and print the script.
2. Re-examine your own script and criticize it like "reading other people's works"
3. Rethink whether it is necessary to adjust your criticism again, and how to adjust it (form a second draft)
Read the narration and see if it can be finished in the expected time.
Show it to a friend and ask him what information he remembers (don't say hello, because the audience of the advertisement won't judge whether the advertisement is good or not when they see it. The only thing you want to pursue is: whether the information you convey is effective; Whether the stimulus reflex is established)
6. Repeat the above five steps until the four criteria are met.
Finally, don't miss the original intention for creativity. Never forget what your ultimate goal is. Advertising and design are the same. Don't do things for personal show and selfishness.