card star

Chapter 203 Not Pure Fudge (35)

The previous "Beautiful Lies" and "30-Day Promise" made Zhu Min have high expectations for the creative level of Ling Xiaoge Studio, especially knowing that the creativity of these two short films came from the hand of the big singer Lin Xiao When, he was even more surprised.

With anticipation, Zhu Min opened the email.

Zhu Min's eyes lit up when he saw the title of the script.

Advertisement is not just a good idea, it will be able to perfectly fit with the product.

Pharmaceutical advertisements are different from other advertisements, such as pharmaceuticals and toothpaste, you can’t use it every day like toothpaste, can you?It would be strange not to be scolded to death.

Like "30-Day Promise" on toothpaste, it fits well, but if it's on medicine, such as cold medicine, what the hell are you hoping everyone gets sick every day and catches a cold every day?

Therefore, creativity is on the one hand, and on the other hand, it must be compatible with the product, otherwise, no matter how good the idea is, it will be useless.

This is also the reason why Zhu Min's eyes lit up when he saw the title, because this title fits well with Tiannan Pharmaceutical's flagship drug.

But soon, Zhu Min frowned.

Because of the beginning of this script, how should I say it?Full of negative energy.

She read it patiently, and the more she read, the brighter Zhu Min's eyes lit up. After reading it, Zhu Min couldn't help but be amazed.

Both the copywriting and the plot are amazing. Even people of Zhu Min's age can feel moved after reading it, which makes him more confident in the creative idea of ​​this advertisement.

And he felt that this ad appeared at the right time, which reminded him of the growing negative energy of social media in the past two years, especially after experiencing many social negative energy incidents, there is a trend of explosion recently.

So the time for this ad to appear appeared at once.

Zhu Min didn't make Lingxiaoge Studio wait too long, and the next day, Zhu Min responded, asking Lingxiaoge Studio to come to Tiannan Pharmaceutical to discuss cooperation.

When seeing Lin Xiao himself, Zhu Min still couldn't believe it.

For Lin Xiao, before, Zhu Min's impression was only of a celebrity, or a relatively talented singer, but he did not expect that Lin Xiao would be so amazing for the commercials and creative scripts.

A man of many talents and so handsome looks made Zhu Min feel so jealous for no reason.

How do you say that old saying, you can rely on your face but rely on your talent, how can you let others play?
Of course, Zhu Min did not doubt whether the idea of ​​this script did not come from Lin Xiao at all, but just put his name on it, but then he shook his head and laughed. need these.

However, according to the established procedure, he called several employees from the advertising department to listen to Lin Xiao's analysis of this advertising idea.

"In today's informatization, a lot of knowledge content is no longer attached to professional learning and training, because the acquisition of information has become easy, and you can easily obtain it with just a few fingers. In the past, many people fell ill. The choice must be to see a doctor, but now, it is different. When sick, consumers can go to the pharmacy to buy OTC treatment by themselves, which greatly increases the demand for drug quality and safety. When purchasing drugs, how to put customers first Time to think about our brand of medicines, and I think that's what our brand is fighting for."

Lin Xiao talked confidently. Of course, Lin Xiao must have made a lot of preparations for this.

Zhu Min and the others were noncommittal to Lin Xiao's words. Naturally, as people in the advertising department of Tiannan Pharmaceutical, they couldn't be clear about this truth.

"Therefore, it is extremely important to establish a brand fulcrum and create brand recognition.

First of all, start from the establishment of the brand fulcrum, and find a strong support for the brand's reconstruction and long-term development.Your company's main product is 365 cold medicine, so let's talk about colds.

When people catch a cold, people will always encounter sneezing, runny nose, headache, etc., and this is when they are emotionally and physically vulnerable. If someone takes care of them, they will feel caring and warm.Such a keynote finally created the slogan "Nuannuan is very caring", which intuitively expresses the characteristics and functions of the product, which is simple, clear and impressive.

In the face of a homogeneous market, successful brands should pay more attention to how to establish "emotional status" in the psychology of consumers and how to effectively focus consumers' emotions on the market. , consumers are more likely to remember the slogan "with emotion". "

"Someone once said: "Ordinary brands sell products, and excellent brands sell feelings." Therefore, my advertising creativity is to transfer the preference of advertising to the brand through the marketing content, and achieve a reasonable resonance with the content. The purpose is to combine emotions and Brand products are connected together without any violation, strengthening brand activity and improving favorability, so as to maximize brand influence.

The content of the advertisement expresses the theme of "Although the world is not so beautiful, it is not as bad as imagined"
We all know that in the past two years, social negative news has emerged in an endless stream, especially the negative comments of some netizens on some online incidents, and the fueling of social media, which has made this deformed social form start to become disgusting, and even reached an outbreak critical point.

Based on this premise, our advertising creativity has been reversed. Presumably, everyone who has read the advertising script should have a sense of sadness when reading the first half. This is precisely because of the long-term negative energy of social media. Caused by the spread, when people see the beginning of a thing, they will always think in a bad direction, and the final reversal can further reverse and amplify the emotional emotion.”

"In my plan, this is actually just the beginning. There should be a series of advertisements with the same theme and different types in the future to deepen the influence of the brand."

"Papa papa!" Lin Xiao's voice had just finished, and Zhu Min and all the employees of the advertising department stood up and applauded involuntarily.

"Mr. Lin, if I heard you right, you just said that this is just the beginning, that is to say, you already have an idea for a complete series of advertisements?" Zhu Min asked, looking straight at Lin Xiao.

"That's right, but it's better to say something than to do it. No matter how good the words are, it's better to see the actual effect. My plans need to be based on the expected effect of the first commercial, so it's still too early to talk about it. What does Minister Zhu think?" Lin Xiao said with a smile.

Zhu Min nodded, of course he understood Lin Xiao's idea, he just wanted to sell it at a high price, but he didn't reject it, because for Lin Xiao, it was impossible for Zhu Min to give Lin Xiao this first cooperation. If the price is too high, of course, if the effect of this cooperation can meet expectations, or even exceed expectations, then it is only natural to increase the price in subsequent cooperation.

(End of this chapter)