Wuliang Advertiser

The effect of the commercial is great.

Just 18 minutes is like watching a wonderful TV series, or five episodes.

The effect of the film was as expected by Wu Liang. Liu Yuyan's tears were already low. Coupled with the background music, this commercial directed by the future celebrity director Ning Hao finally made Liu Yuyan cry in tears and choke several times.

Or else, the focus of women is always different from that of men?

Liu Yuyan pays attention to the plot, while others watch the various successful elements of the commercial.

This is a formal ad film review meeting. Once the review is passed, the film is completed. It can be said to be a very formal process for advertising companies!

Fortunately, Liu Yuyan still knew. She went out for a while, and when she came back, the makeup on her face was a lot more delicate. Obviously she had re-applied makeup. She said sorry to Wu Liang and sat down and continued watching the "TV series" .

Advertising films undoubtedly play an important role in the marketing structure of a company. A creative and creative advertising film with a clear theme can not only increase product sales, establish the company's brand image, but also enhance the brand's influence.

And there are not many successful elements in successful commercials!

In the conference room of the advertising company, the speakers work well, especially in every plot, there is always a sentence "After eating and drinking, chew your teeth!"

This is an element of success.

The implication is that when your product is not enough to be a household name, you must clearly explain who you are and what you can do in the commercial, that is, to reflect the functionality and value of the product.

"After eating and drinking, chewing and benefiting teeth, the product name, function and value are vividly reflected!" Wu Liang explained with a smile.

This is the so-called first element of success-make it clear who you are and what can you do?

After finishing explaining the product clearly, this slogan has another element of success.

The real purpose of commercials is to promote sales.

Before the start of the purchase activity, the commercials set the stage for the transaction. Therefore, the commercials not only need to explain who I am and what I can do, but also have the elements to guide customers to buy.

In fact, it is like adding a paragraph after shouting: Why not buy it?

This is the case with chewing teeth after eating and drinking-chew one pill after eating!What if there is no?Go buy it!

This is the subconscious guide users to buy, especially in the commercials, the male protagonist and the female protagonist are faced with the embarrassment of eating gum several times.Buy a can!

Such guidance to customers is really a classic in advertising.

Cheng Tian Prize is one of the experts, and he looked carefully.

Regarding the explanation of this sentence, Wu Liang repeatedly emphasized: “Today, when the health of teeth is generally valued, a few good habits for tooth protection are to brush your teeth with fluoride toothpaste in the morning and evening, perform regular oral examinations, and eat less desserts and sugar. Beverages, these three are basically all advertised. We need to innovate.

This sentence "eat and drink, chew and benefit your teeth" is a useful supplement to the good habit of mouthguards. The explanation of consumer psychology in the advertisement is that the deformation of self-awareness-inspires immediate recognition of your product. This is in my There is a clear explanation in "Golden Suction Advertisement"."

After watching the advertisement for the first time, Cheng Tianzhang's eyes lit up and he strongly urged to watch it again.

After the second broadcast was over, Cheng Tianzheng was even more satisfied with the commercial. There were still some key elements that he didn't understand in the first time. This time, he really understood, "Very good, and there are marketing points!"

Wu Liang explained with a smile, and at the same time, he was giving lectures to the senior executives who were audited by his advertising company. "Whether the starting point of a company is to improve its corporate image, enhance brand value or increase brand influence, its ultimate goal is to sell products. , Make profits.

High-quality commercials bring considerable sales. With profits, the company can develop new products and increase new promotional selling points.

Therefore, there must be marketing factors and products, or service concepts in the film.

Yiya is the company’s biggest selling point. Otherwise, why is the name of the commercial called Ups and Downs?"

Wu Liang summed it up very well, and got the Cheng Tian Prize's "professional" evaluation. However, Cheng Tian's brows were still tight.

It could be seen that Cheng Tianzheng was hesitant.

The Cheng Tian Prize was well thought out to enter the chewing gum market, but this is a new field after all.

He knew that this was not enough. Of course, it was not Wu Liang’s problem, nor was it a bad commercial, but a problem with his company’s marketing capabilities, because he knew what kind of competitor he was facing, and said it was a behemoth. Not an exaggeration.

As early as in 1996, Green Arrow’s brand Yida sugar-free chewing gum was launched in the celestial dynasty, and it was also listed in Guangdong, Moto and Zhejiang provinces. Four years later, Yida’s landing in the capital signified that the Yida brand was already in the empire Stand firm.

In 2001, blueberry-flavored sugar-free chewing gum was launched. After two rounds of intensive marketing in March and August, Yida sugar-free chewing gum has covered all major cities across the country.

In 2003, Yidaxin's xylitol chewing gum has been sold in more than 150 cities in the Tianchao market, ranking first in the Tianchao market.

If Jacques wants to bite a piece of the market in Yi Da's mouth, it is tantamount to grabbing food from a tiger's mouth.

This is where Cheng Tianzhang worries the most. He knows that the only thing he can compete with is his own product sales channels.

In two thousand years, Jacques invited the then diving champion to join as the brand ambassador. After that, his chocolate series and V9 candy series were sold in the sky.

In August 2003, Accor produced an Olympic advertising film. Through the endorsement of Brother Xun, and advertising on Zhongshi, it gained a very high reputation. The contract amount in one day was as high as 230 million yuan. It only took five days to go public nationwide. In terms of channel ability, Jacques is not afraid of anyone.

However, his shortcoming is that xylitol chewing gum is a new product for Jacques, and he is not clear about the market acceptance.

So he only promoted it in Fujian and Guangdong provinces.

Wu Liang expressed his understanding of his caution, but he still put forward his own suggestions, "I know Jacques channels, especially in the supermarkets. Almost every supermarket has Jacques products, but for one thing, I still Need to explain!"

Through several contacts with Wu Liang, Cheng Tianzheng's senses of Wu Liang gradually changed. Seeing Wu Liang had something to say, he was naturally full of joy, "Oh, Wu Dong, please speak!"

"In supermarkets, eighty to ninety percent of chewing gum revenue comes from the cashier, so the cashier has become a high ground for chewing gum suppliers.

With its strong strength, Wrigley has long occupied the favorable terrain of the cashier shelf, that is, the first three floors, and even in some hypermarkets, several shelves are full of Wrigley products. If Jacques wants to pull his teeth from the tiger’s mouth, The difficulty can be imagined."

What Wu Liang said, how did Cheng Tianjiu know? The first thing he worries about is the new product, and the second is the cashier shelf. He smiled and thanked Wu Liang, "Thanks to Wu Dong for the reminder, really I didn't expect Wu Dong to have researched this too!"

Wu Liang smiled indifferently, and humbly told Cheng Tian Prize, "Cheng Dong, Wu Liang advertising is not just an advertising company. The problems encountered in the brand promotion process are also our business! Cheng Dong, please see!"

He asked Liu Yuyan to take out two things covered with red silk cloth from the corner of the meeting room and put them on the table. Wu Liang pulled one of them apart and introduced Cheng Tian Prize with a smile, "This is specially designed for Cheng Dong. The shelf, the Wukong shelf, can be installed on the side of the existing shelf, or a connecting rod can be placed directly above the cash register. The main shelf can be extended by all the layers."

Cheng Tianzhang's eyes brightened, he started directly, dialed around, and then exclaimed, "The location of this display is flexible, and the number of displays can be adjusted freely! Wonderful, it's really great! Wu Dong, what about the other one?"

"The other simple one is that the ordinary pagoda can be placed directly on the cashier counter, but the workmanship is exquisite, and the merchants also have a lot of face! You can have a wave of updates!"

What Wu Liang meant is that the new display rack means that the products occupy a favorable position. Secondly, the display area has also been expanded. This is equivalent to directly encircling Wrigley. As a leader in the Chinese confectionery industry, Cheng Tian Award naturally understands What do these two display stands mean.

He clapped his hands and admired, "Wu Dong, I have been working with an advertising company for so many years. I have seen an advertising company that can put customers' products in my heart for the first time. I admire and admire it!"

Wu Liang took the opportunity to answer, "Then Dong Cheng, in the future, will our two families have to be closer together?"

"That's natural! Jacques's chocolates have been selling well in recent years, but the sales growth has not met expectations. I hope Dong Wu will plan it out!"

Wu Liang didn't expect Cheng Tianzheng to be so talkative, "I'm the best at chocolate advertising, but this will be the Youth Day soon, can I still keep up?"

Cheng Tianzheng hesitated and told the truth, "This is true. The plan is to start from the 14th of January, and the advertisements will be intensively placed for a month. If you rush to the 14th, Wu Dong your advertisement If the film can survive, I will call the shots and replace the original advertisement directly!"

Ye Maozhong, who was next to the Cheng Tian Prize, had a weird expression. He muttered, "Temporarily changing the advertising company, Cheng Dong, will the previous agreement be invalidated? One and a half million is gone!"

Cheng Tianzheng smiled but didn't say anything. Wu Liang pondered carefully and cursed the old fox secretly. He gritted his teeth and said cruelly, "Cheng Dong, don't worry, I will give you a sample of this matter in three days! It won't affect you. Publicity!"

Cheng Tianzheng nodded, as if he didn’t take it to heart, he focused his attention on the chewing gum business again, “With the new packaging provided by Wu Dong, such an excellent advertising film, and the cleverly designed new shelf, Jacques Xylitol If chewing gum can't squeeze a piece of the market, then I won't do business with Cheng Tianzheng!"

The new packaging mentioned by Cheng Tianzheng is a canister specially designed by Wu Liang for Jacques Yiya chewing gum. Otherwise, there would be no commercials, and the packaging design was directly given to Jacques as a patent. At the same time, this The new packaging is where Jacques' confidence lies.

Wu Liang also appeared extremely confident. He bowed his hands and corrected Cheng Tianzhen’s statement, “Dong Cheng is too modest. Jacques’s sweets and chocolates have long been well-known in the Chinese dynasty. I believe that once the chewing gum is launched, it will definitely be popular. , To be honest, Green Arrow’s old-fashioned packaging, I don’t even want to take care of them!"

"Haha, to honor your good words, Dong Wu, today is really a worthwhile trip. Tonight, I will be an affair, and I will definitely get drunk with you!"

Wu Liang heard that his face turned green when he was drinking. These days ago, he could drink good wine and drink less, but he knew that facing such a big customer, this level could not be avoided anyway, so he could only answer with a smile," Yangcheng is my site, how can Dong Cheng spend money!"

Cheng Tian Prize just said that, it’s just a meal, Wu Liang’s big stall, no one cares about this, his company’s business entertainment standard is also set high, different levels correspond to different grades, from 98 per capita. It doesn't wait until two hundred and ninety-eight. This is just needed, and you can't live without it. Just play within a reasonable framework.

As the same Cheng Tianzheng said, because of Wu Liang's wonderful introduction in the afternoon, Cheng Tianzheng was extremely happy. He and Ye Maozhong frequently toasted. Wu Liang swayed from the left to the right, but eventually fell.

The drunk Wu Liang put his arms around Cheng Tianzheng and jailed the horse fleas. "Mr. Cheng, I am not blowing it. I would say that for 99% of today's advertisements. Rubbish or rubbish! I ask you, me. Extreme? No, I'm just seeking truth from facts!"

Cheng Tianzhen agrees.

The next day he sent away the Cheng Tian Prize. Wu Liang continued to be busy. He spent the whole morning writing a script, summoning Ning Hao urgently, saying that there was an urgent job and he had to let him go.

Wu Liang was forced to be helpless in such a hurry. Ye Maozhong and Cheng Tian Prize sang and ran Wu Liang. It seemed that they gave Wu Liang a list, but in fact, in just a few days, Cheng Tian Prize didn’t think Wu Liang could be creative. When the film is finished, all production is completed.

Wu Liang made up his mind, the entire company turned around and all made concessions for the production of chocolate ads.

The filming of Ning Hao’s film has been finished, and the editing is still in progress. As usual, Ning Hao roughly cut a sample and asked Wu Liang to take the palm of his hand. Unexpectedly, Wu Liang had no intention of the editing rights of his director. "The movie is yours. Yes, you cut whatever you want, and I will support you whatever the cut is!"

So Ning Hao didn't worry about it anymore. With such an investor, he had nothing to worry about. Anyway, he didn't dare to think about the Spring Festival schedule. He could only put it in the summer vacation and had to stagger the movies that were released during the same period.

He wasn't busy, Wu Liang called urgently, and he left the job in his hand and flew to Yangcheng without hesitation.

After arriving in Yangcheng, Wu Liang said about his needs, and Ning Hao was dumbfounded, "In just three days, there is not even a heroine, how can I break it?"

Wu Liang knows the complementary relationship between celebrities and brands, but it is really time-strained. After thinking about it, I still give Zhang Hongning a slip. She has also made commercials and is no stranger to commercials, especially the script designed by Wu Liang. It is to fully display the beauty, and the only thing Zhang Hongning does not lack is this.

This is something Wu Liang is busy with in Yangcheng. Another important thing is: Double One has already started to promote the Youth Day activities, starting more than a month in advance.

Wu Liang gave Liu Yuyan full responsibility for the chocolate commercial. He settled down to deal with the double-one advertisement, and he planned to once again wreak havoc in the text message world with a new collection of poems.

"Light into the warm current

Plum blossoms on the branches

Spring is just right

I planted me in your body

Then hide in the folds of time together"

This is just one of them. Wu Liang sends it to the outside world at a frequency of one song per day, reprints it on the Double One blog, and then delivers it to all corners of the Internet.

Double One also went shopping in the last period of 2003. Thanks to the hot sale of ultra-thin water-based polyurethane, the new general manager also has a lot of money and made all the glass advertising spaces on the doors of the Yangcheng Metro Line 1. Buyout.

The slogan designed by Wu Liang for Double One is posted on it:

"The subway instructions mark:

Stand firm

tonight

I also intend to remind you like this"

The Yangcheng Metro Line 1 is a subway that opened earlier. The carriage facilities are relatively outdated. However, with the double-one post, it instantly feels like flying.

Someone directly edited such words into text messages and sent them out, and the effect is naturally not normal.

On the Internet, Wu Liang made full use of various Internet platforms to spread the "wet" of Double One, not to mention advertising matters, and a consistent draft, "Shuangyi's Poetry Collection".

People who don’t understand thought Shuangyi was a famous poet. After the last one understood, they discovered that Shuangyi turned out to be a brand. Many people deeply admire Shuangyi’s brand planning. When consuming, I will choose to try it.

After using it, I was even more surprised, it turned out to be really different.

The most important thing is that double one's poetry collection has invisibly injected a cultural connotation into this extremely embarrassing industry. Yes, dirty culture is also a kind of culture. When ordering a dish, it will also provoke the waiter. This What the hell.

It can be said that Wu Liang has supported half the sky of the Double One brand with one person. Those advertising plans under Liu Yuyan have been imitating Wu Liang, but they always feel that something is missing.

Liu Yuyan once addressed this problem to the weak Wu Liang. Wu Liang said casually, "Art comes from life!"

Liu Yuyan collapsed in an instant, and then she sighed: The quality of life of the original boss is so high!