With the art of film becoming more and more developed in capital operation, the prospects of commercial films in Europe, America, Japan, South Korea, Hong Kong and Taiwan, and even the mainland of China seem to be getting bigger and bigger. Look at the corner, learn from the "capitalism" film marketing communication to create a glimpse of the mainland film, such as Lao Zhang's "The Golden Flower of the City", Xiao Gang's "Building Number", until now the greatness of Chen Kaige's "Mei Lanfang" Success is attributed to the operation of the movement, also known as the "hype" of film propaganda.
The promotion of product soft texts must learn the hype of today's film marketing, and of course the film marketing art of Mr. Chen Kaige's "Mei Lanfang".
Learning the pre-heating of "Mei Lanfang": media campaign
How can we spread a good and accurate copy, how can we attract consumers' attention? First of all, we must do enough pre-publicity work. In this respect, we must learn "Mei Lanfang". At this crucial moment, we must know how to drive the huge machine of the media and do the pre-heating work. Before the soft text is put into the market, fully do the market research work, thoroughly understand the products, grasp the selling points and highlights, fully analyze the market information, and then describe the products in a succinct, clear and tempting language, including the raw materials of the products. , technical processes, features, functions, target consumer groups and other aspects. "fishing" the appetite of the media and the consumer market, stimulate consumption, launch multimedia platforms such as planes, TV stations, the Internet, outdoor buildings and so on to sizzle the atmosphere to a higher point.
According to the analysis of the Qianjin Strategy, the pre-marketing model of "Mei Lanfang" is worthy of advocating, using its speculation strategy, soft text is easy to reach the ideal situation. It is understood that the film's pre-release performance in Taiwan was particularly successful. It was originally planned to be released on Taiwan on Friday, December 19. On the evening of the 18th, director Chen Kaige and the actor Dawn, who played the middle-aged Mei Lanfang, specially came to Taiwan to make a move, including the famous Beijing opera name Guo Xiaozhuang. The artist who appeared in the model, Xu Yining, also performed a Peking Opera live, sizzling the atmosphere to a higher point. Xu Shengning's famous model Wang Shengfen, Yan and so on also dressed up to attend the show. The propaganda of Shanghai Station was equally exciting. On the eve of the performance, Chen Kaige and famous artists such as Dawn and Zhang Ziyi came to Taiwan to build momentum.
At the press conference, Chen Kaige, starring Dawn, Zhang Ziyi, Sun Honglei, Chen Hong, and Yu Shaoqun all made their debut. The son of Peking Opera master Mei Lanfang also came to join. The atmosphere created a real fire.
The sea of ​​people tactics, prepared enough, so strong, strong. Both real and reality show, no doubt the distance between the audience and the actors on the stage is convincing. Soft arts should be true and trustworthy. For example, the article advertises that the product can induce consumption in languages ​​such as "3 cycles to get rid of xx disease", or promote the "7 days to eliminate the peas on your face" or "make the hair grow long and black." "The function and so on, these pre-hype must be like "Mei Lanfang" show a big "living" people, "real people collective" debut, people feel reasonable, really cut, and analyze their own real things To show people, can prove the efficacy of products, let consumers see what is true, in order to generate a sense of trust, must not plan out the features of the product, tough to use the language to fool consumers, because when the product enters thousands of households It is really effective in speaking, otherwise the product brand will pass and die because of word of mouth, to avoid the atmosphere because of the unyielding and endless.
Learning the "Mei Lanfang" scenario: It’s very exciting
In the performance movie, middle-aged Mei Lanfang, Dawn admitted that he was very hard to learn the Beijing Opera Kung Fu. After all, he must try to figure out the great Chinese opera master. There is no one or two, no Liangshan, and the legend of Peking Opera can be put on the film. Not expected! Reappearing the scene is very embarrassing and wonderful, and it is inseparable from the real scene. What is the movie marketing? There is no wonderful scene, and then "绚" will not be wonderful.
The situation wins, which is equally important in the soft text. Many soft articles and even advertisements are supposed to be imagined by familiar scenes in life. Scenario reappearance is an ordinary and tried-and-tested advertising marketing method. For example, it is P&G, which is used by both the bus and the children, or the earlier gas tanks, and today’s Olay oil shower gel. Advertisements are a kind of reappearance of life scenes, but the use of scene reproduction is more successful. Adidas advertisements that should be broadcasted on various TV stations in a few times, use McGrady to kill the Spurs in 35 seconds and make certain art. Processing, sublimation of it into even "the cry of God is moved", people have produced a positive brand association, and is also a vivid portrayal of Adi's "no impossible" brand spirit. No matter what way to reproduce the scene, as long as it is as good as it is, it is very convincing to reproduce with hot topics and news.
The content of “news-oriented advertising†is about the performance, experience and deeds of the person in charge in the form of a typical report. The words often use “××侧â€, “××documentaryâ€, “from × × Reports, “××Interviewsâ€, and even “answer reporters†and “interview notesâ€. These propagandas are mostly lengthy, but they have a lot of mood. If you do not fire too much, it is relished because of the intuitiveness of its scene reproduction.
In Mei Lanfang, a scene of Meng Mei's love has been reproduced, which is also a resounding effect. It is also another highlight of the film. However, this short-lived relationship ended at a time when the two were in a fierce relationship, with the disappearance of Meng Xiaodong. In the two-and-a-half-hour movie, Zhang Ziyi has only six plays, but it also shows the typical scene of the characters. No wonder outside the show, Dawn said that Meng Xiaodong is a person who really understands Mei Lanfang. Although Meng Xiaodong appeared as a "small three", this love of true nature has become a more reproducible moment in Mei Lanfang's real life, and has become a very important memory in Mei Lanfang's life. The director hopes to express the "pure love" of the two people, so that Mei Lanfang and Meng Xiaodong have never even pulled together.
With the reappearance of the scene, the soft text is not awkward.
Learning "Mei Lanfang" differentiation: novelty and creative ideas
The same is Chen Kaige's works, one is "Fighting Monarch" Zhang Guorong's "Cheng Dieyi", and the other is the dawn-style "Mei Lanfang". At the same time, the image of Hua Dan, the characters show great separation because of the difference, just They all show the distinctive character of different characteristics, and they are novel and creative because of the distinct differentiation of the characters. "The film is a description of Mei Lanfang's life, and we strive to respect the facts." For another performance of Dawn in the film, Chen Kaige quoted Mr. Mei Lan's words: "He played Mei Lanfang very generous!", It is only when the difference is differentiated that the film is different. It is worthy of people chewing and playing again.
Use differentiated ideas to play with novel ideas and then achieve a differentiated strategy for soft text performance. Whether it is based on differentiated hard advertising or supplemented by personalized soft advertising, as long as you take into account various novel strategies and achieve high-point attack, three-dimensional crossover, and comprehensive eye-catching effect, you can The ads that differentiate the product function to extend the brand, like the Leslie Cheung-style "Cheng Die Yi" and the dawn-style "Mei Lan Fang" stand out.
We believe that the media operation, on the one hand, with a shorter duration of image advertising in the strong TV media gold focus, effectively promote product differentiation "selling point"; on the other hand, with 3 or 5 minutes of feature ads or feature films in Repeatedly during normal times, the company constantly instills product and corporate information into the audience, giving full play to the three-dimensional cross-over role of advertising and promoting market sales. Both aspects are worth trying.
Like Mengniu and Golden Monkey, the brand extension due to the advertisement of the astronauts, the exclamation mark is listed as the spear of the same kind of products due to Fan Wei’s advertisement, and Starshu quickly opened his popularity with the homonym of “Four Unclesâ€... Separate routes will certainly drive the product sales market, and at the same time quickly scream the brand through prepared soft copy, and the sales volume will inevitably increase.
It is worth emphasizing that, in order to launch a successful soft-text strategy, in general, it is undoubtedly planned to create new, individualized and differentiated items such as advertising copy, TV soft text, broadcast manuscript, and news plan draft that can bring large sales to the enterprise. It is a good thing that the bosses prefer.
Differentiated, creative and novel
A core differentiating idea can make up for the shortcomings and shortcomings of the copywriting, also called copywriting ideas and copywriting ideas. The creativity that highlights differentiation should be beautiful, extendable, and original, and it can attract more consumers' attention.
The Qianjin Strategy Agency is promoting the branding of Aidun Shiya Beauty Makeup, and the creative copywriting that is determined when providing national soft texts is "Ai Mei loves health, that is, Xue Ya", which surrounds people's various "hearts of love and beauty" and " The pursuit of a series of "health" is a series of copywriting ideas, and the national response is very good. The creative concept for the "Snowy" extended brand skin care products is "Snow-like, a charming woman", and the series of products that extend around the core products have also attracted consumer attention because of the appropriateness and shining of the copy.
Talking about the difference between creative and soft texts, I have to talk about the different titles of soft papers. We know that soft papers are very attractive and can drive the rapid movement of products in the market. The great charm lies in those big and dark influential headlines. A powerful and exciting title can clearly express products. The differences and superiority attract attention.
The more important of each ad soft text is the title, the title is well written, and the ad wins 70% to 80%.
Explosive news or news that I like to hear quickly, everyone loves to know the time before, so from the consumer's psychology, when writing a soft text, the title is written with great news, so that there is a difference, it is different, can start To the extremely explosive effect, it is easy to form the focus of the public's discussion, which is conducive to word-of-mouth communication. Qianjin’s strategy for the famous group buying network was “The News of the Enterprise Saviorâ€, which is the “Syrian City’s Beauty†in the end, and the “Jiangnan Winter†"Snow" - Xueya For Emmy's "Exposure Emery Insider", "Bao Xinjian from the Shandong" brain "special fast delivery Jiangnan" and other soft-text advertisements to consumers to invest in fast food, in order to readers, and then reach soft text communication purpose.
A differentiated soft-text advertisement that can lead to curiosity, because of the purpose of attracting more readers with creativity. The headline of the ad must be novel and highlight the core segment. For example, "family wants you to go home safely", "construction brings you inconvenience, please forgive me", "I give up, I am civilized", "grass is sleeping, please don't wake it up", etc., behind such a slogan We seem to be able to see the speaker's kindness and kind smile, and the kind of pleasure that is respected and treated with kindness in the heart will allow us to consciously follow its instructions, and the effect of admonishing is much better than the prohibitive slogan. Novelty ideas often make products or services show great differentiation and can be quickly recognized.
It’s no wonder that the two similar works from the director of Chen Da’s director are not exactly the same: Zhang Guorong’s performance in the "Farewell My Concubine" will be performed in the flower of the Butterfly, and the Beijing Opera in the "Mei Lanfang" is disapproved, but Because it is different, it is very novel and distinct because of the separation of characters. When the audience left the question "If the death of Leslie Cheung, (Dawn), he is the better candidate to play Mei Lanfang in the director's mind," the creative personality will be achieved.
Cheng Dieyi and Mei Lanfang are two completely different characters. The former is fictitious, so it can be more story-telling in plot design. Mei Lanfang is a real person. In his shooting, he can't violate his own character and way of doing things. Such differentiation is novel and creative. When the soft text is like Chen’s work, the audience will suddenly understand: 噢, the dawn-style “Mei Lanfang†is not Zhang Guorong’s “Cheng Dieyiâ€! This soft text will be successful.
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