May 21, China's Xiaoman Audi decided to launch an advertising film to please its world's largest market on this day. As the world's top luxury car brand, this film needs to show the brand's deep understanding of Chinese culture and let the audience feel Audi's strong Chinese emotion. On this basis, further integrate Audi's "low-key luxury with connotation" product tone into it perfectly.
The idea is clear.
The stars invited should be enough of China, preferably calm and atmospheric, in line with the market positioning of Audi's middle-aged male civil servants; The painting style should be a little like Li Ziqi. After all, this is the visual language with the most Chinese elements on YouTube; The copywriting should be elegant, which can let the big stars speak freely and show a calm sense of power in low-key humility.
By the way, it's better for stars to have their own private domain traffic, especially those with many Tiktok fans and active microblogs. Then there is throwing money, hot search and whole network distribution.
The communication goal is to set a small goal of 100 million.
Then, the vertical media of marketing advertising follows up and summarizes, disassembles and analyzes the advertising films, tells the intention and height of advertising, and then carries out secondary communication in combination with the results. Let customers have a look. Who says that high-profile brand advertising is not easy to spread? It's because the team doesn't find the right way and doesn't open up their ideas.
Finally, the case is perfectly closed. We will book several year-end 2022 best communication lists, pull customers to receive several awards, and we will sign a big contract next year——
It's just "Xiaoman". We still have room for progress.
The microblog of controversial video director Peng Yangjun has been deleted after the incident
Then the ad rolled over.
And it's incredible.
A ten million level communication case, whether it is star endorsement, shooting team in place, traffic purchase, which is not a seven or eight digit investment. But the copy, which seems troublesome and has the lowest link cost, is actually copied.
It was said that the luxury creative team of 4A Peking University's top students gathered, but it turned out that it was the Tiktok blogger of Peking University Department, or the prostitute.
It's like saving money to buy an Audi A8, but it's equipped with permanent tires. Once the foundation is not solid, the more luxurious the configuration is, the more embarrassing the result will be.
Within a few hours, Audi Andy Lau's video plagiarism dominated the hot search of major information platforms in the form of various keywords.
The 100 million small target must not be able to stop. The marketing rollover made Audi immediately rush to the heat of the national topic.
Source: microblog
Embarrassing foreign advertising agency
Advertising in the Jianghu is about seniority and seniority.
For example, Party A > Party B, 4A > ground beetle, big star > small blogger.
As FAW Audi wrote in the statement, the sacred and inviolable party a "in line with the principle of not avoiding problems", will annoy Party B, M & amp; C Saatchi's name was promoted to the front desk and promoted it from an advertising agency to a "creative agency".
Audi said the whole case was handled by M & amp; C Saatchi's reporting and implementation is a fault of poor supervision and lax audit. Then, as a humble Party B and the person directly responsible, M & amp; C Saatchi then chose full acceptance in his statement.
In addition, Audi's "statement" also paid attention to good Jianghu quality in terms of seniority, put Mr. Andy Lau before brother man of Peking University, and expressed "sincere apology" to all parties. After all, although Andy Lau may have earned millions in total (probably), he has a high position in the Jianghu, and his hard work can't be measured by money.
An unavoidable fact is that 4A continues to decline in the contempt chain of advertising ecology. And the speed of this decline is not much better than today's real estate people.
In the 1990s, 4A people were the pride of heaven walking with their noses up. It represents a condescending market economy and modernity aesthetics, as well as the creative power behind this aesthetics.
For those local entrepreneurs who have just become large-scale entrepreneurs and "ground beetle" entrepreneurs who hold a lot of money but do not know how to make brands:
If you want to make a high-profile advertising film, you'd better find 4a, because he will "teach" you what is good aesthetics;
And if you want to find the best creative director in 4A and let him work hard for you. In addition to increasing the budget, it's best to have a good relationship with him. At least we should "learn" to respect some "smelly problems" of those "director artists".
Otherwise, 4A will pick customers.
If you are a multinational enterprise with a mature marketing department, you'd better find 4a to do it.
After all, for a new market with a strange cultural form, newcomers often face many problems, such as different cultures, blocked delivery channels and so on. The 4A bosses who drink coffee in an office building in Manhattan, New York, will pat your chest to dispel your fear:
They are probably the only advertising service providers in the world who "understand both China and you".
This sentence is about half right. They may not know China very well, but they must know you very well. Besides, your market leader actually needs a big brand organization to help him explore the way and throw the pot.
As soon as the two sides gathered, the money flowed into the pockets of the proud son of heaven; Then it flows from the pocket of the proud son of heaven to the adoptive sons of the proud son - some smaller institutions or studios.
This 4A trend of continuous outsourcing of supervisors and workers is constantly strengthened with the process of advertising marketization.
So that some marketers wrote an article and joked, "ten agents, eight do Nike."
In fact, with the development of the market, 4A people gradually find that the threshold of "understanding China" is getting higher and higher. In other words, China's complexity began to grow geometrically with the blooming of social vitality.
For example, China may be the most complex market in the world with communication channels and retail channels. There may be as many as four or five social media platforms on the head alone, and each platform has its own distinctive characteristics.
A remarkable phenomenon is that the trend of self built content marketing team of the brand has almost become a standard configuration. Slightly larger brands will have special personnel to operate the official number of "two micro and one shake".
The brand's requirements for delivery have shifted from the original exquisite advertising films focusing on one-way brand output to the direction of interactivity, distinctive characteristics and even "integration of product and sales". The era of pursuing brands with artistry is being abandoned by more and more brands.
Probably only top customers like BBA have the ability to adhere to the advertising path of low traffic and high brand value.
From this point of view, 4A plagiarizes Tiktok bloggers, which in itself is an important abbreviation for the reversal of "creative power" behind the advertising industry.
Because this means that creative resources are continuously diluted from creative industries such as 4a, and 4A's talent density and era leading ability are continuously reduced, so that it is necessary to obtain simple, crude and cheap "inspiration" from short video platforms.
Is such a 4A still valuable?
The future of ocean 4A
In fact, there have always been doubts about some international famous 4A in the market. In the view of some people, there are not many super projects promoted by 4a (of course, it has something to do with more cooperative multinational brands). They may never "understand China".
In particular, this copywriting incident is almost the last "naked moment" for some 4A institutions.
Let's take a look at these executive agencies. Which is not hanging a pile of English, flaunting its advanced photography style and shooting technology, and claiming to be an international agency. Maybe the only factor related to China in this process is the copywriting. As a result, the only problem is the copywriting.
If yang4a shakes its authority in the creative industry and accelerates its fall from a creative driven company to a channel and integrator, the ceiling of the industry will obviously be further affected.
How to convince customers that they are still the engine of innovation may be becoming a problem for more 4A customers to consider today when marketing expenses are under pressure.
However, the good news is that as long as the brand still needs advertising, there will still be demand for advertising services.
For example, many foreign 4A are also accelerating the layout of advertising business after Chinese brands go to sea.
Over the past 10 years, Chinese brands have ushered in a wave of sea tide. Whether it is 3C enterprises such as huami OV and Midea Haier, retail channels such as Ali and sheen, or even game companies such as Tencent and MIHA tour, there is a rapidly growing demand for advertising communication overseas.
The leaders of 4A China, who are distributed in all regions of Shanghai beach, are also patting their chests and saying to ambitious Chinese brands:
They are probably the only advertising service provider in the world that "understands both the West and you".
They are good at brand, public relations, communication and compliance, and have their partners in some unattainable government and enterprise institutions.
This should obviously be true, because everyone will have a bright future.
But don't forget, we can't copy the copy of video bloggers anymore. Buy manuscripts if it's a big deal. We won't lose face if we have money.