Sohu+Sohu News: I went to Sohu to watch the news 20 years ago, and now I still use Sohu to watch the news.
Sohu+Sohu Entertainment: I bought magazines and newspapers to read gossip 20 years ago, but now I can easily eat melons in Sohu Entertainment.
Sohu+Bedouin: 20 years ago, I used a book to keep accounts and manage money. It's enough to settle accounts with Bedouins now.
Sohu+Hungry: Call mom when you were hungry 20 years ago, and now call mom when you are hungry.
Sohu+Fei Changzhun: Twenty years ago, it was still far away. Now I use Feichangzhun to master flying.
Sohu+Flying Pig: Twenty years ago, the North and South poles were out of reach, and now flying pigs take you to enjoy a big difference.
Sohu+Glug: Twenty years ago, I used my footsteps to measure the future. Now I use glug intelligent sports to change my life.
Sohu+Geely Automobile: It was far 20 years ago, and now it is far to drive Geely Automobile.
Sohu+Dragonfly FM: I listened to the radio 20 years ago, and now I listen to the whole world with Dragonfly FM.
Sohu+Sohu Video: I used color TV to watch dramas 20 years ago, and now I use Sohu Video as a member.
This wave of borrowed posters is neat in style, and everyone uses Sohu's template to write their own stories.
Copywriting is mainly to catch a hot spot of "20 years", and then, with a strong contrast between "20 years ago" and "now", tell the revision brought by independent brands to the world and witness the world getting better.
Have you learned the writing skills of comparing before and after? You can combine your own brand and come to such a copy.
Ye Xiaoyu copywriting, author of "New Media Copywriting and Communication", WeChat official account: Ye Xiaoyu Run Run (talkto520).
Connecting people's hearts with creativity —— 20th anniversary of Nanjing Branch of China Merchants Bank: For many enterprises, it is a process of development from an accidental place to the whole country and even the world, while for brands, it is a practical dream of more than 7,000 days and nights, and it is also a memorable and grateful moment.
1996-20 16 China merchants bank Nanjing branch takes the innovative thinking of "changing with you" and takes "service, innovation and steadiness" as the core, and has become an example with the strongest innovative consciousness and the best service quality inside and outside the industry system. The past 20 years have connected the past achievements and future hopes of China Merchants Bank Nanjing Branch. At this significant moment, how should China Merchants Bank Nanjing Branch communicate with society, government and enterprises, customers and employees, thus attracting widespread attention?
At the same time, the anniversaries of major banks come one after another, and brand activities emerge one after another. How can China Merchants Bank Nanjing Branch achieve a breakthrough in brand communication with creativity under the siege wave, spread it widely in a short time, and win consumers' extensive attention to the 20th anniversary of China Merchants Bank Nanjing Branch?
20 16 China Merchants Bank Nanjing Branch cooperated with Datang Lingshi to propose a wave of activities to celebrate the 20th anniversary of China Merchants Bank Nanjing Branch, which narrowed the distance with consumers and highlighted the brand value, causing great voices and concerns in Jiangsu Province.
Being different may not be successful, but there is no difference and there is no chance of success.
Faced with the 20th anniversary brand appeal of "drawing closer to the inner voice, refreshing the corporate image and subliming the brand value", if you put a set of posters and send out a wave of public relations drafts according to the conventional style of play, you may soon be at a loss and make no sound.
Then how can we win by surprise? Tang Lingshi returned to the original point and began to think: What was the initial intention of China Merchants Bank Nanjing Branch for 20 years?
Whether it is to meet consumers' all-round financial needs with innovative technology, to help consumers set sail with loans, to focus on consumers' unique wealth goals with professional customization, and to help consumers enjoy the wonderful world with the strategic vision of leading peers, China Merchants Bank Nanjing Branch relies on solid products and services and operates and develops with integrity. "Paying attention to every point is only to bring ideal financial life to consumers", which is the initial intention of China Merchants Bank Nanjing Branch in the past 20 years.
Keep it simple! Let's pick the most obvious features-the most common things-and do it particularly well.
The main light of the brand is spread by the function of the product or service, and it is difficult for consumers to have the driving force. If the essential things are clearly displayed and consumers are connected with themselves through the essence, there will be obvious effects.
Through communication with brand owners, the strategic direction of the 20th anniversary celebration of China Merchants Bank Nanjing Branch is determined based on "initial heart". Communicate with consumers, display products and services brought to consumers in the past 20 years, integrate online and offline resources, create three-dimensional communication activities, and strengthen "initial heart", which can not only express the deepest feelings and responsibilities to consumers, but also make consumers identify with brand values, thus expanding brand influence!
The 20th anniversary celebration strategy of "Constant Heart" was clarified. How to detonate the strategy in one sentence and spread it at the lowest cost?
During brainstorming, the project team of Datang Lingshi found that the word "20" stands for 20, which can coincide with the 20th anniversary of the branch. At the same time, it is found that although most people know that "20" is equal to 20, few people know that this word is pronounced as "year".
Tang Lingshi believes that if the "20" cognition cannot be formed in the minds of consumers, the communication effect of the 20th anniversary of China Merchants Bank Nanjing Bank will be greatly reduced. Through TV media, voice can dominate the text, and convey core keywords and activity themes more vividly, so as to bring consumers' thoughts and thoughts through the content of the message, and at the same time, the expression is more interesting.
After media screening, Tang Lingshi finally chose the zero-distance talk show "Talking and Chatting" of Jiangsu City Channel with high ratings. Through the host Bian Laogui throwing the word "20" in the program, the traditional cultural meaning of the word "20" is interpreted humorously, which leads to the 20th anniversary of the establishment of Nanjing Branch of China Merchants Bank, and achieves the preheating and popularization of the word "20" in advance.
If "20" is combined with the initial intention of China Merchants Bank Nanjing Branch for 20 years, what kind of new interest will it have?
The brand's insight, change, action, growth and management in the past 20 years can be condensed into "little care"; In the 20 years since the establishment of "Don't forget your initiative", the brand's gratitude and gratitude are beyond words on the occasion of the 20th anniversary of the branch's development and growth, which can be described as "unforgettable 20 years". "Twenty" is just a homonym with "Year", which is catchy and talkative.
"Be careful, Do not forget your initiative mind for 20 years" coincides with the brand proposition of "Change with you, Do not forget your initiative mind" of China Merchants Bank. At the same time, taking traditional culture as the core of creative theme will bring more charm to this 20th anniversary celebration. Moreover, in addition to transmitting information, it also goes deep into the hearts of the public with warm feelings.
A good slogan can make everyone willing to pass it on. "Be careful and never forget" is not only a slogan, but also a feeling and an action. It is through a slogan that consumers can understand the meaning and pronunciation of the word "20" and pay attention to the people and things that have accompanied them in their lives for 20 years, as well as the true intentions of China Merchants Bank Nanjing Branch, which has brought substantial changes to the wealth life of hundreds of millions of consumers.
In the process of creative implementation, Datang Lingshi took the lead in launching five main KVs, and extended "20" into "dry", "hour", "degree" and "grid" by adding strokes, which were in line with the main business of China Merchants Bank, and spread the 20th anniversary of the brand through the offline media matrix formed by subway, airport and other outdoor media, and showed the business brought to consumers by the small test knife.
Good works are warm and completely human. They touch people's needs, dreams and hopes.
A successful activity can also arouse more people's thinking and form self-communication, which means that China Merchants Bank Nanjing Branch needs to build a bridge to the emotional level of the public, not only to make a fuss about "20" itself, but also to start with "20", tap the pain points of the emotional level of the public, and attract and impress more consumers.
Twenty years passed quickly, and many people and things that left traces in life disappeared in a blink of an eye; Twenty years is a long time, more than seven thousand days and nights. I'm glad I had a group of people and things around me.
With the accelerated pace of life, people are getting busier and busier. Unconsciously, it is easy to forget to spend time with this group of old friends who have been with me for 20 years, vent themselves, and simply communicate and communicate ... The distance between old friends and themselves seems to be drifting away.
Consumers and their old friends lack the tender confession of 20-year friendship. If we can help consumers connect their feelings with their old friends and light up their imagination, then the demand for "a little mind, never forgetting" will reach another level of competition.
Datang Lingshi helped China Merchants Bank Nanjing Branch to design and spread HTML 5 Friends for 20 years, infected consumers with casual copywriting, and showed the deep love behind "20" with the animation of "a little mind, never forgetting 20 thoughts". At the same time, consumers choose long-term confession by uploading photos with old friends, forming self-communication based on emotion.
Consumers and old friends of TA got a touching opportunity through HTML 5 friends for 20 years, and actively participated in brand communication activities, which quickly enhanced the brand influence of Nanjing Branch of China Merchants Bank and established emotional links.
Only five days after HTML 5 friends went online for 20 years, consumers and employees of China Merchants Bank Nanjing Branch spontaneously uploaded a large number of photos of themselves and their old friends. In order to make the 20 years of consumers and brands more unforgettable, Datang Lingshi carefully edited the photos of old friends into 20-year-old friend books belonging to consumers, and formed a second fermentation through online communication.
postscript
Through online and offline marketing, Datang Lingshi connects consumers' emotions with creative power, helps China Merchants Bank Nanjing Branch gain exposure through this 20th anniversary celebration, and at the same time communicates with consumers emotionally, enhancing the reputation of China Merchants Bank Nanjing Branch and accumulating brand assets.
Creativity always gives people life and interest. In today's noisy advertising, with full creativity and rich imagination, it helps brands attract attention and gain trust, connect emotions and touch people's hearts. This is the working spirit behind Tang Lingshi's good works.
What is the scale of the 20th anniversary of reform and opening up? 20th Anniversary of Reform and Opening-up is a hardcover series with the size of 159mm× 127mm. This collection is issued by the People's Bank of China, with a poster of Mao Zedong Thought on the front and a brief introduction to the main achievements and important time nodes in the past 20 years of reform and opening up on the back.