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周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

Which brand had the best campaign during the Chinese Mid-Autumn Festival?
你觉得哪个品牌中秋期间的推广活动更胜一筹?

Momo Man
Creative Group Head / We Are Social

凯迪拉克 - 短片#想不到#

如电影《夺冠》与凯迪拉克联合献映的短片《想不到》所呈现的,白浪和妈妈郎平,在人生中大部分时候都无法团圆,甚至只能隔着电话互道中秋快乐。但因为有着以亲情为纽带的相传与默契,才渐渐读懂彼此那些「想不到」的行为。对品牌方面来说,这也隐喻凯迪拉克的100万车主,因不同的理由做出了同一个选择。并同步挖掘不同车主身上#想不到#的故事,多维度阐述「凯迪拉克」车主的精神——百万种勇敢,同一种风范。

The car brand, Cadillac, released a short-film during the holiday connected to the recent popular volleyball movie Zhongguo Nv Pai, called “Unexpected”. Involving the original cast of the movie, the short-film captures how the main characters, Bai Long and her mother, Lang Ping, have been separated most of their lives including not been able to celebrate Mid-Autumn Festival together. However, through different hardships, they have gradually understood each other’s unexpected behaviors and decisions. The story works as a metaphor for Cadillac’s 1 million owners’ personal unexpected and courageous stories.

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Lee Yang
Art Director / We Are Social

我认为中秋看到最好的活动是碧桂园中秋短片:你 为什么回家?因为选题和切入点独特,以看似正常的问句开场又以问句转折,加深了这句话的思考。最后的故事完整,也带出了问题的答案。通篇温情但不矫情,同时还引人反思。

I think the best campaign during the Mid-Autumn Festival was from the real-estate company, Country Garden. Their short-film called “Why Do You Go Home?”, is uniquely filled with warmth that explores the underlying meaning and complexity of this seemingly simple question. What unfolds is a complete story that brings meaningful answers to this question for a chance of self-reflection while remaining down-to-earth.

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Ziyang Li
Senior Copywriter / We Are Social

这是中国平安十一期间推出的中秋视频广告《中国月亮》。

2020十月一日,是祝福家人团圆的中秋节,也是祝福国家昌盛的国庆节,视频将家睦、国兴、月明紧密联系起来,但最动人的地方在于,文案把月亮与人的跌宕起伏连接起来,用月亮的阴晴圆缺来对照人们的悲欢离合。

从“寄托思念给月亮的习俗”,到“月缺”铺垫情绪,缅怀逝去的人,再以“月圆”升华情感,从普通人最质朴的情感出发,最后抓住“平安”二字输出情感主张。

没有过于冗杂的语句,却将浓烈的情感化作一字一句,配合镜头和故事传递,尤其是看到2:02~2:12,真实的生活最能打动人。

The insurance company, Ping An, launched a campaign video called “China Moon” which beautifully links family, national prosperity, and moonlight related to the Mid-Autumn Festival. The story connects the cycle of the moon with people’s joys and sorrows. From the crescent moon representing people cherishing the memory of the dead to the full moon reflecting people elevated feelings from the most simple emotions, and finally relate the brand name Ping An, meaning safe in Chinese, to its emotional meaning.

Without using any complicated sentences, each word beautifully expresses strong emotions, and together with the visual presentation, the video shows how real life can move people the most.

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Gomi Gao
Senior Copywriter / We Are Social

品牌:潘多拉×许光汉:你的旅行,如你所链
珠宝和帅哥的强强联合,吃准TA;
唯美的画面呈现、台词柔软强调珠宝的设计精髓,带来沉浸式观感;
聪明的投放带来90%的成功:十一前购买微博开屏,十一期间购买抖音开屏,巧妙抓住TA刷这两个平台的习惯,播放量可观;
Slogan【你的旅行,如你所链】进一步强化黄金周旅行与潘多拉的关系,博得存在感。

The jewelry brand, Pandora, launched a campaign together with the popular idol Xu Guanghan, called “The Trip Of Your Dreams”. The combination of jewelry and good-looking characters works very well where the target audience has a chance to immerse themselves with visually impressive aesthetics that relate to the jewelry design.

The campaign was advertised on several social media platforms. On Weibo, they used ad banners when opening the app prior to the Golden Week holiday, and ad banners on Douyin during the holiday, thus skillfully grasp the target audience’s browsing habits on both platforms.

Furthermore, the slogan “The Trip Of Your Dreams” further strengthens the relationship between the brand and the traditional traveling during Golden Week.

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Yujie Zhai
Senior Copywriter / We Are Social

今年中秋肯德基联合故宫,以“好运”“福气”为关键词,发起一波线上线下的祈福营销,引爆了social声量。洞察年轻人“迷信”好运背后暗藏的对未来的美好期许,以及当下流行的盲盒玩法,退出限量珍藏版“宫“迎好运笺、“国泰家圆”主题桶,还携手代言人鹿晗献上了一支走心TVC。除此之外,全国各地的肯德基餐厅也都纷纷秀出创意,举办了各式花样的双节欢庆活动。

肯德基通过故宫联名、创意新品、明星TVC、门店主题活动等一系列线上下传播矩阵组合拳,循序渐进地实现全网造势,玩出花样的同时,将“国安泰、家团圆”的美好祝愿精准传播到了各个圈层,让更多中国消费者看到了品牌动作。

This year's Mid-Autumn Festival KFC teamed up with the Forbidden City to launch a wave of online and offline blessing marketing with the keywords of "good luck" and "good fortune", which generated great social media buzz. The campaign used popular mechanisms such as blind box games, exclusive good-luck envelopes, customized chicken buckets, as well as teaming up with the spokesperson, Lu Han, in their campaign TVC. Also, KFC restaurants across the country showed their creativity and held various festival celebrations. 

By combining a series of online and offline channels such as co-branding with Forbidden City, new product releases, TVCs, store themes, etc., KFC is leveraging a network-wide momentum to spread the good wishes of family reunion and the prosperity of China.

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