In the advertising industry, there is a classic creative technique called parody, which Donald Gunn called borrowed format / parody. It means to use the classic works and IP in social culture to use in advertising and marketing through borrowing, imitation and re creation, which can enlarge brand communication and enrich brand connotation and assets. This kind of cultural IP includes historical figures, events, classic literature, drama and film works, folklore and mythology.
Just entered the advertising industry in those years, always very envious of foreign IP can be used, and domestic available IP seems to be very few. Later, we slowly found that it was not that we had less IP available, but that our vision was too narrow and our thinking concept did not change. There is a huge IP treasure house in front of us, but the problem is that we don’t know where the key to it is.
In the past two years, the national tide has broken the sky, and a large number of brands have gathered to play with traditional cultural IP. For example, Li Ning held a press conference on the Silk Road in Yadan ghost city, Dunhuang, and specially staged a show in front of the gate of Shaolin Temple. In addition, it has launched Shanhai series and Shaolin Temple joint name series based on Shanhaijing, not to mention the products of the Forbidden City Co branded by many brands.
Although Guochao marketing is in full swing, but in the application of IP, the vast majority of cases are just using the form and pattern of IP to do product packaging, design a bit more fashionable, personality, a joint brand. In addition, it does not pay attention to the traditional IP culture connotation mining, integrate it into the brand value, and the marketing method is too single.
The commercial value of traditional IP, first of all, lies in its rich cultural connotation, which represents a certain collective cultural psychology. Only by starting from the cultural connotation and integrating the cultural value of IP into the brand value, can the marketing play an important role.
For example, from the perspective of marketing, in the romance of the Three Kingdoms, Liu Guanzhang represents the traditional value of loyalty and righteousness, Liu Bei is an inspirational symbol, Zhuge is a symbol of resourcefulness, Lu Bu represents force, Zhou Yu represents elegance, and Huang Zhong is old and strong There are countless IP characters. “Outlaws of the marsh” represents the brotherhood and the chivalrous spirit of “roaring at the injustice”. Journey to the west can be said to be the growth history of heroes and the cultivation of human nature. A dream of Red Mansions can interpret love, youth, female spirit and so on.
Yanjing Beer did a wave of campaign in 2015. The brand concept is called “I don’t rely on the mountain, I rely on brothers”. The “brother” is very consistent with the consumption culture of beer and the value connotation of beer brand.
So, when it comes to brothers, what traditional IP do you think of? Of course, they are Liangshan heroes who pay attention to the righteousness of the river and lake, right.
His 108 works together with the painting of liangyanshan. We also held a product launch on October 8 to make it a “brother’s Day” for everyone to drink together in Yanjing. It was used to pay tribute to the 108 heroes, the most representative brother company in Chinese history.
This deduction is not only to design a set of Water Margin series product packaging, but also pay more attention to the “brother” connotation behind IP.
It’s a pity that Yanjing didn’t pay too much attention to this wave of campaign. In fact, the man sentiment and consumption spirit of “I depend on my brother” are enough to support the whole brand construction, which has more cultural motivation than the “together Harbin beer” behind Harbin beer.
The biggest value of traditional IP lies in this. The key to marketing is to integrate its cultural connotation into the brand, rather than just borrow an empty shell of IP to design a co branded product. After all, it is common for luxury brands to pile up various traditional cultural symbols in product design in order to cheat money.
Huawei, which has captured the attention of all citizens in recent years, claims to have registered a copy of the classic of mountains and seas. In fact, Huawei’s capture of traditional IP is far more than the classic of mountains and seas. For example, its operating system is named “Hongmeng”, which comes from Zhuangzi, Huainanzi and other books. According to journey to the west, “since Pangu broke through Hongmeng, it has opened up the way to distinguish between the turbid and turbid.”. Hongmeng is a chaotic vitality before the separation of heaven and earth.
The operating system is called Hongmeng, which is a groundbreaking faith and momentum.
Another example is the name of the server platform “Taishan”, which is stable enough to listen to; another example is the names of mobile phone chip “Qilin”, server chip “Kunpeng”, artificial intelligence chip “shengteng”, which are all from ancient times. They show their powers and power, and are full of the romantic imagination of Huawei for the future technology.
The warmth and respect for history and humanity are skillfully injected into the brand spirit and culture, which is more appreciated than just a joint product design of traditional culture IP. No wonder Huawei can occupy such a high position in the national mind.
Besides Huawei, there is BYD. I think this is the best product name of automobile brand in Qin, song, yuan, Tang and Han Dynasties.
The emperor’s crown dress of the Han Dynasty is “black coat, black lower garment”. The black and black color matching is the most noble color. Isn’t the red and black match of bydihan have the prestige of a great man?
Even if we don’t talk about the brand connotation, the name of the dynasty is much better than the names that are often combined with a long string of English letters and numbers in terms of the recognition and easy to remember of the product name.
What’s worse is that in addition to the long English + numbers, these car names are also in alphabetic case, with Greek letters such as “α” and punctuation marks such as “-” and so on. A lot of suffix versions such as pro, Max and air are added after the model names. In a word, how can they be anti human.
Besides cultural connotation, traditional IP also represents a kind of social consensus, which is a cognitive symbol that most members of society can recognize and recognize.
Therefore, brand marketing using these IP can reduce the cognitive cost of consumers, and consumers can understand what the IP is promoting.
In July, for example, Volkswagen designed a character character “Kuafu” to promote its plug-in hybrid technology. Comparing the human pursuit of energy and power to the spirit of “Kuafu chasing the sun”, consumers can understand what the public is talking about. I think the integration of this spiritual core is very good.
This can not help but remind people of shell’s classic copy: “if the horse can’t catch up with the sun, we will put the sun on the horse’s back”. It said that shell put the solar energy collection panel on the horse’s back, and bring mobile power to thousands of households in remote pastoral areas.
The poster also mentions Kuafu: “Kuafu’s dream of chasing the sun in ancient times has turned into a small solar collector. After a long history of nature worship, human beings have found that it is better to use the sun’s energy to become a sustainable energy, which will accompany us forever. “
However, in the “Kuafu” campaign of Volkswagen, only a few videos were taken to explain energy and technology, and Kuafu’s performance latitude was too single.
Another example is McDonald’s spring festival marketing in 2013, which created the monster “Nian” according to traditional Chinese mythology.
The legendary “new year beast” appeared again because of the launch of McDonald’s Chinese New Year’s meal, asking consumers everywhere for their McDonald’s food. However, the new year beast is as afraid of red and fireworks as in myths and legends. As a result, it never gets to McDonald’s, which makes the TVC series of McDonald’s new year animals full of fun.
Moreover, the cute shape and lovely character of the new year beast are also popular with consumers. Many consumers strongly hope that McDonald’s will launch the doll of new year beast to purchase and collect it.
McDonald’s recreation of “new year beast” IP not only conforms to the cultural atmosphere of the Spring Festival, but also adds the happy atmosphere of McDonald’s, and makes McDonald’s brand win more recognition and love of Chinese consumers.
When it comes to spring festival marketing, another thing we can’t help mentioning is Pepsi. In the Spring Festival of the year of the monkey in 2016, PepsiCo not only created a commemorative jar product for the monkey king, but also invited six children to join in. It filmed a story about four generations of Zhang’s family who insisted on bringing happiness to thousands of families with monkey play, fully conveying Pepsi’s brand concept of “bringing music home”.
At the same time, PepsiCo also planned an event marketing of a six year old child on CCTV Spring Festival Gala, which greatly ignited public concern.
Thanks to the blessing of “Monkey King” and “Spring Festival Gala”, PepsiCo won a complete victory. Around the classic IP of monkey king in journey to the west, Pepsi not only has product design, but also has videos, micro movies, stars, events and topics. In the Spring Festival of the monkey year, the value of Monkey King is brought into full play. This is the real IP play.
Therefore, on this basis, brands should try to create more ways to play IP marketing, instead of talking about IP is doing co branding product design.
This is like the 24 solar terms. Thanks to the new media operators, we can see a lot of brand’s solar term posters in the circle of friends when every solar term comes today, to remind you of the arrival of solar terms on time, which is also a great contribution to the promotion of traditional culture.
However, the vast majority of solar term wechat manuscripts are plain in creativity, design and copy. In addition to reminding you that the solar term is coming, it is meaningless at all and can not play a role in promoting the brand.
However, in its 2018 solar term poster, baiqueling likened each solar term to a goddess, thus creating a 24 solar term goddess. This makes the solar term marketing full of vitality and jumps out of a lot of mediocre solar term posters.
Therefore, the key to traditional IP marketing lies in whether the enterprise can inject new thinking, new playing methods and new ideas into the tradition, instead of sticking to the old, but bringing forth the new.
In fact, after thousands of years of development, we have a huge IP treasure house, which can be found everywhere. Compared with enterprises spending skyrocketing prices to invite spokesmen, large sums of money to sponsor various popular IP, traditional IP does not need to spend money, it is completely free, waiting for enterprises to develop.
The only risk is that if the enterprise does not interpret the traditional IP properly, it may cause offence to the public.
For example, in 2016, when Mercedes Benz’s new E-class came into the market, it only made a poster about Guan Gong’s “five passes and six generals” to ridicule BMW’s 5-series and Audi A6L. As a result, it immediately captured the attention of the entire car circle, and all automobile brands were following up, which paved the way for the launch of the new E-class.
In fact, looking back at the cases we mentioned today, there are three of the four masterpieces. If we take a broader view, look at the film industry.
Over the years, the traditional IP is all kinds of remakes and magic transformation of the journey to the West. Dasheng has made countless copies. It seems that there is no other IP available except Monkey King. But as soon as the film “Nezha’s demon child was born” was released, it immediately cut the box office by 5 billion yuan.
The brand of new energy vehicles was changed to Nezha automobile immediately, claiming to create the brand connotation of “young, brave and fearless”. Although the film “Jiang Ziya” failed at the box office this year, the idea of creating a god sealed universe with the release of “Nezha” and “Jiang Ziya” successively is real. In addition, there is also the trilogy of wuershan’s “Fengshen”.
Well, in addition to the four famous works, the romance of the gods is also a rising IP treasure house. How many treasures are there in the four famous dramas, the romance of the west chamber, the Peony Pavilion, the palace of eternal life, and the peach blossom fan?
So what we lack is not IP, but the vision and thinking of applying IP. In the United States, Volkswagen’s “black Samurai” commercial on the Super Bowl caused widespread acclaim; in Britain, the guardian adapted the traditional story of three piglets into an unprecedented campaign.
In Japan, in order to revive the group’s brand image, Toyota launched a marketing campaign called reborn. On the one hand, Toyoshi Toyotomi, nobuki Tokugawa, the three outstanding figures of the Warring States period, were put into the advertisement, and Takeshi Kimura and Takeshi Kitano were respectively played; on the other hand, a real-life version of Doraemon was created, which is also a very wonderful IP application.
There are animation, movies, fairy tales and historical figures here. Can Luban be used for furniture brand marketing? Why can’t the tea brand use Lu Yu? You can use Chuang Tzu for UAVs, twelve hairpins in Jinling for make-up and Zhao Feiyan for slimming
As for IP marketing, what we lack is creativity and imagination.
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