Automotive Black Technology Chapter 266: : Give life another kind of excitement

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In a sense, Isa is not a qualified assistant candidate. But this young girl has profound experience in brand management. It was because of this in her that Zhou Qingyu took her to China.

The next day, after Zhou Qingyu contacted some domestic contacts and divided the work, she and Yisha Bing split up and immediately started the brand exposure and advertising shooting.

Zhengxin's advertising plan is actually simple and crude, relying on Zhou Qingyu's star power and special status as the darling of the fashion industry, plus her temperament that matches TT very well.

But for an advertisement that only lasts for fifteen seconds, all it can show is the concept and selling points. So when we first planned it, Zhengxin’s planning department made a special plan.

Place short ads through WeChat Moments, and then use web links to fully demonstrate the various functions and performance of the TT car to interested potential customers.

In view of this plan, whether the content of the advertisement can catch the customer's eyeballs within fifteen seconds has become the key to success or failure.

In fact, the planning department has two plans for the advertising content; one is to let Zhou Qingyu drive, and then show the rear wing that can be adjusted with speed and good control performance on the road.

The second is to have Zhou Qingyu wear clothes of the same color as the car, and then play the violin, using changes in melody to show the car's process from stillness to movement, from slow to fast. This not only highlights Zhou Qingyu's star effect, but also sets off the performance and characteristics of TT.

Originally, it seemed that after these two planning projects, even people from the advertising agency applauded them, but Li Fanyu thought they were just average.

To be honest, these two creative ideas have already reached the high level of domestic automobile advertising.

But Li Fanyu, who was already tired of all kinds of similar car advertisements, felt that the advertisement was shot like this and there was really no highlight.

These two advertising ideas are correct, but the problem is that in the current Chinese market, car advertisements are all shot in this way, and the mentality of following the crowd is unacceptable.

Since the space is limited, it is more important to explore the inner parts of the product in the limited time, instead of wasting it on endless special effects and celebrities, even big names like Zhou Qingyu.

In car advertisements, you can show the personality and characteristics of the protagonist of the advertisement, but there must be a degree.

Zhou Qingyu can drive, but what can he reveal in the advertisement by driving around on the road? Is it okay to speed on a road in the middle of nowhere? Or is the rear wing of our TT worth 450,000? Such pretense, will anyone buy it?

So, the first plan was ruthlessly passed away.

But when he was about to kill the second one, he encountered strong opposition from the team.

According to them, it is necessary to show the dynamics and elegance of TT. This point cannot be shaken.

But everyone had to face up to Li Fanyu's lack of coldness. So in the end, we had to adopt a compromise approach.

That is, placing two advertising contents in Moments at the same time.

Advertising fees are not expensive anyway...

In that time and space when the course of automobile history had not changed, Li Fanyu watched a program called "A Certain S Hot Car Review" on Bitauto.com, and he strongly agreed with some of the views in it; car advertisements are to show It's beautiful, but it can't be too far away from life.

It was along this starting point that Li Fanyu personally planned the second version of the advertising content.

The content of the advertisement is actually very simple; after a busy day on the catwalk, Zhou Qingyu walked into the parking lot, and among a group of black and white cars, she found her own beautiful Charming Orange TT at a glance. . Then she took off her high heels, rubbed her sore ankles, and walked into the car with her bare feet.

As the vehicle started, the sweet and surging engine sound sounded, and the fatigue in her brows slightly dissipated, replaced by the corners of her mouth that raised as the sensitive steering wheel turned. The picture is fixed on that expectant smile, showing the satisfaction of life apart from busy work.

In addition to reflecting the beautiful and colorful appearance of TT, it also conveys the connotation that the TT product itself wants to express.

In this advertisement, TT no longer just represents a car. It also represents a sense of satisfaction with life.

If you think about it carefully, this feeling of satisfaction can be of many kinds. It can be the embrace of a lover or something else. But since I was selling a car, it was only natural that I would change it to a TT.

So at the end of the advertisement, it is different from the previous TT's shocking "Give you all your dreams". The slogan given by Li Fanyu is; "There is always another wonderful thing in life."

Last night, Zhou Qingyu didn't look at the advertising plan too carefully.

Now she met with the film crew of the commercial and learned about the entire process and content of the commercial. She was very happy with the idea.

When she learned that this plan was drawn up by Li Fanyu himself, she became even more curious about the man behind her who was looking around with his arms folded.

Whether it is a rogue-like concern such as asking a dignified international supermodel to wear cotton pants, or a direct understanding of career-oriented women, it means that he is a careful man who knows how to care for women.

Such a man, as a boyfriend, maybe...should be very qualified...

Shaking her head and throwing such unrealistic thoughts to the back of her mind, Zhou Qingyu thought about the advertisement again.

TT’s audience is women aged 20-25, and she is also among this group. In her mind, the ad at least caught herself.

Zhou Qingyu has a strong sense of belonging to this content.

However, because she had already agreed with Li Fanyu that her own affordable luxury brand should be properly embedded in this advertisement, she put forward some suggestions and made slight modifications.

She is very satisfied with the theme of the content, and of course there is no need to change it. She just replaced the clothes and accessories she wore when playing the violin and walking on the catwalk in the two ads with products of her own brand.

After reading her opinion, Li Fanyu felt that this was a bit unclear.

As a result, the display page at the end of the two pages of advertisements became the Audi TT, which speaks softly of luxury. ”

With this feeling in mind, the two commercials were successfully shot in just over a day.

Why did it go so well?

Because what is shown in the advertisement seems to be her daily life. Needless to say, playing the violin is a basic skill. As for the exhaustion after walking on the catwalk for a day, there is no need to act...

It's just that... after a busy day at work, she would often drive alone in a dull and spacious SUV, looking for the sense of security she had lacked since she was a child.

So when she saw the finished commercial, she suddenly had the urge to buy a TT.

From this point of view, this advertisement undoubtedly captures the soft psychology of women.

……

Zhengxin had communicated with Tencent a long time ago. As soon as the shooting of the advertisement was completed, Tencent took the lead and completed the content review and some policy procedures.

Just two days later, two pages of Audi TT ads appeared in the WeChat Moments of some beauties. (To be continued.)