2017 Annual Review: Top 15 “Most Talkative” Marketing Events

Another year is coming to an end, and this year's advertising and marketing stage has staged countless wonderful "dramas". Do you still remember which marketing events were all the rage and once dominated our circle of friends ? What other advertising cases do you remember or feel uneasy about? Based on indicators such as reading volume, number of comments and user feedback over the past year, Shuying has selected 15 "most topical" marketing events, and will take you through a review of those most talked-about and popular topics in the advertising and marketing industry in 2017.

Note: Ranking is in no particular order and is based on the release time.

(Click on the title /image/to view case details)

1. NetEase Cloud Music : Seeing the power of music

Brand owner: NetEase Cloud Music

Case details: https://www.digitaling.com/projects/21147.html 

NetEase Cloud Music launched this music review special train in the first half of this year. Based on its strong accumulation of high-quality UGC , it selected 85 music reviews that can trigger more emotional resonance than the songs themselves, and put them on the subway, the carrier where emotions are most easily concentrated. Overnight, its iconic red and white colors swept our friend circles, with marketers in the circle commenting and analyzing it, and passers-by outside the circle reposting comments and expressing their feelings. It achieved a communication effect that transcended social circles and became a well-deserved popular hotspot. This move not only allows the commercial value of the subway, a traditional media, to be further developed, but also brings new templates and inspirations to content marketing and UGC gameplay.

2. Ele.me x NetEase News : Let’s drink this cup of small sadness

Brand owner: Ele.me x NetEase News Agent: neone Youmen Interactive Shanghai

Case details: http://www.digitaling.com/projects/21532.html 

When Heytea became famous nationwide for its "longest queues in the universe", the " Sorrow Tea " that was once spoofed by netizens unexpectedly came to fruition. The agency Youmen Interactive cleverly facilitated the marriage of the two major brands, Ele.me and NetEase News, using the currently popular pop-up store format. It attracted countless eyes on the eve of May Day, successfully continued the online popularity offline, and then counterattacked online to spark heated discussions. Although there have been doubts that the gimmick is more than practical, the taste of the mourning tea is unsatisfactory, and the copywriting is suspected of conveying negative energy, the execution is worthy of recognition. From posters, copywriting to physical objects and stores, the fun of " sorrowful culture " is evident, and it is undoubtedly a hot topic. It is still talked about today.

3. Pechoin : The Beautiful Secret Agent of 1931

Brand owner: Pechoin Agent: Local Climate Survey Team

Case details: https://www.digitaling.com/projects/21630.html

In recent years, the national time-honored brand Pechoin has become famous for its youth-oriented marketing. In addition to its imaginative viral videos, the most unexpected thing this year is this long graphic advertisement. Not only is the one-shot storytelling format and the unexpected reversal of product placement surprising, but the "Local Climate Investigation Team" behind the scenes has also gained a lot of fame. However, the road to this marketing success was full of twists and turns. It was first made popular by comments from marketing accounts in the circle, then it sparked a war of words over whether it was infringement, and finally it was revealed that the extremely high number of readers but extremely low sales conversion rate once again sparked a debate in the industry about whether advertising communication and effectiveness are positively correlated. A marketing campaign can have such lasting popularity. If nothing else, it means that Pechoin’s strong presence has been truly demonstrated.

4. Didi Chuxing: Chinese-style safety

Brand owner: Didi Chuxing Agent: sesame&watermelon Beijing

View case details: http://www.digitaling.com/projects/21687.html

When it comes to "miracle reversal" advertisements, many people's first reaction is Thai advertisements. This time, Didi invited Thanonchai z Sornsriwichai, a legendary Thai director who has shot countless classic commercials, to shoot five commercials for Didi's five major safety technologies that integrate Thai humor into the daily lives of Chinese people, presenting "Chinese-style safety" in a funny way. Especially the first advertisement about meeting the parents, because it hit the real pain points so much, it sparked heated discussions across the entire network as soon as it was released. Whether the creative angle used in the advertisement was appropriate and whether the values ​​conveyed were correct were all topics that everyone could not agree on. This kind of marketing that can trigger public discussion at a social level is a valuable and meaningful communication.

5. More beautiful: Life is not born

Brand owner: Gengmei APP
Agency: KARMA Advertising Shanghai

Case details: http://www.digitaling.com/projects/21727.html 

Faced with the controversial topic of "plastic surgery", KARMA chose the most realistic and cruel way to speak out for the emerging micro-plastic surgery APP. The six-word slogan #Life is not innate # is as concise and catchy as ever, but the straightforward and sharp copywriting and visual performance made many people feel too depressed and uncomfortable, especially they were deeply skeptical of the values ​​conveyed by the advertisement. However, some people think that this advertisement is quite bold and frank in tearing off the surface to restore the reality. Although the reality is painful, "you can avoid it, but you can't ignore it, because it may exist in everyone's heart." Because of this advertisement that exposes human nature, the newly launched Gengmei has received more attention and popularity than similar apps.

6. Tsingtao Beer: A late-night canteen on the Great Wall

Brand owner: Tsingtao Beer Agent: Sky and Sky Shanghai

Case details: https://www.digitaling.com/projects/22134.html 

If the remake of the Chinese drama version of "Midnight Diner" was a flop that failed to adapt to the local climate, then the #Good Things Are Never Too Late # marketing campaign planned by Tian Yukong for Tsingtao Beer can be said to be quite down-to-earth and full of the leisure and elegance of the Chinese people. Whether it was setting up a "Midnight Diner on the Great Wall" with a group of celebrities and writers, or taking the opportunity to launch a limited edition "Midnight Can" in cooperation with the movie "Midnight Diner" and a celebrity-customized "Story Can", the brand's emotional packaging and the combination of Chinese consumption scenarios are quite in place, which greatly enhances the product's recognition. However, while the agency's execution ability is praised, there are also voices that form is more important than meaning, IP overshadows the brand, and advertisers are self-satisfied.

7. Ele.me: When you are hungry,

Brand owner: Ele.me Agent: FREDFARID Shanghai

Case details: https://www.digitaling.com/projects/22227.html 

When the public's impression of Ele.me's brand was still stuck on exaggeration and weirdness, FF's new summer TVC #HungryIwant# created for Ele.me completely overturned everyone's brand perception. From the bold advertising images to the opinionated copywriting, it was originally a transformation work of Ele.me to improve the brand tone and highlight the differentiation. However, it attracted a lot of complaints such as strategic misalignment, forced pretense to differentiate from competitors, and similarity to sports brand advertisements. It can be said that everyone is worried about Ele.me's reshaping of its brand positioning this time. Can a food delivery brand break through its strong functional orientation and rise to the emotional benefit point? Some people think that Ele.me’s attempt is courageous, while others think that this wave of advertising is far from enough.

8. ofo × Minions R&D workshop

Brand owner: ofo × Minions Agent: GOODZILLA Italian Advertising Shanghai

Case details: https://www.digitaling.com/projects/22247.html 

Minions x Yellow Car, this pair that is jokingly called the most yellow CP in history can be said to be the most impressive cross-border marketing event this year. Whether it was promoting the movie " Despicable Me 3 " which was released at the time, or enhancing the brand recognition and favorability of ofo, it played a huge role in promoting it. The degree of integration between the two can be said to be very high. The Minions were transformed into workshop workers of the yellow bikes, and a series of creative methods such as short videos on WeChat Moments, "Minions Headlines", and R&D workshop H5 were used to present them in a funny way. The Minions-shaped ofo were also placed on the streets, making it an eye-catching and popular bicycle. All of these effectively helped ofo stand out in the field of shared bicycles and become the talk of the town.

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9. Tencent Charity: Children's Gallery

Brand owner: Tencent Charity Agency: Isobar

Case details: https://www.digitaling.com/projects/23076.html

The "Light up Life with Art" charity event initiated by the Shanghai Art Foundation (WABC) on the Tencent charity platform, namely the "Children's Gallery", adopts the form of purchasing paintings for 1 yuan, aiming to eliminate social prejudice, help special groups such as those with autism, cerebral palsy, Down syndrome, etc. improve their lives, integrate into society, and realize their self-worth. The low threshold of donating by just scanning the code , coupled with the satisfaction and sense of accomplishment that comes from sharing and spreading love, are the reasons why it is so popular on WeChat Moments. We are delighted to find that through social platforms, charity can become a loving force that everyone can touch and be willing to participate in. Judging from the fact that we completed the crowdfunding goal of 15 million in just half a day, the future of social + charity is truly limitless .

10. Oupai: How can the werewolf solve the Mid-Autumn Festival troubles?

Brand owner: OPPEIN Agent: GOODZILLA Italian Advertising Shanghai

Case details: https://www.digitaling.com/projects/23492.html 

This new brand advertisement created by Yilei for Oppein perfectly takes advantage of the Mid-Autumn Festival and shines brightly during this year's double holidays. The well-known story of a werewolf's transformation on a moonlit night is cleverly adapted to present all kinds of reasonable and unexpected embarrassing things that happen on the Mid-Autumn Festival reunion night with humorous dramatic effects, smoothly introducing the appeal of OPPEIN's whole-house customization, allowing the audience to accept brand education easily and happily. The excellent production and heartwarming stories have greatly increased people's favorability towards the brand and its agents, and also made the brand concept of "Home, Love and OPEN" more deeply rooted in people's hearts.

11. Yi Er San: My secret weapon in the workplace

Brand owner: Yi Er San Agent: GOODZILLA Italian Advertising Shanghai

Case details: https://www.digitaling.com/projects/23530.html 

Yilei had just gained a lot of attention during the Mid-Autumn Festival and National Day with the "Werewolf Night" customized for OPPEIN, and after the long holiday, the advertisement created for YIERSA once again became the center of attention. With exquisite pictures in a unique Italian style, a slightly exaggerated story direction, and a perfect advertising rhythm, this blockbuster, which they self-proclaimed as "full of bitch spirit", attracted a lot of attention as soon as it was released, and also triggered controversy over the value orientation extended from the setting of "girls make a fortune by dressing". It is undeniable that this advertisement has a deep insight into the needs of young female white-collar workers and the psychology of modern women. Although the concept of "shared fashion" is still relatively unfamiliar to Chinese people and the development of this industry is not yet mature, it is obvious that the purpose of this new product to increase its popularity has already been achieved.

12. FOTILE: Love Letter to Oil Fumes

Brand owner: FOTILE Agent: SGAD+ Shanghai

Case details: https://www.digitaling.com/projects/23818.html 

Fotile's previous advertisements have always been committed to fighting against oil smoke and helping people stay away from it, but this time it has switched to a new concept of "Oil smoke is a mark of love", which is beautifully presented through this commercial adapted from a true story. The short film is based on more than 1,800 love letters written by a couple over 50 years, depicting their lifelong love journey. Whether it is the creative shooting techniques that deconstruct and reorganize multiple elements, or the simple and heartfelt copywriting and dialogues, there are things that are remarkable and worth recalling. Finally, the agent Shengjia materialized the idea and used waste oil to print a novel carrier of "Oil Fume Love Letter", cleverly inheriting FOTILE's brand image of "Greatness Because of Love".

13. Alipay : 108 people took a group photo for a subway advertisement

Brand owner: Alipay Agent: Sky and Sky Shanghai

Case details: https://www.digitaling.com/projects/23656.html 

If NetEase Cloud Music's music review train has reached a new height in UGC content marketing, then Alipay's super-long subway advertisement has reached a new dimension in amateur advertising. The use of 108 ordinary people's group photos + dialogues/monologues is visually very impactful; the text cards held by the ordinary people are combined into a variety of Alipay usage scenarios. The copy is simple, clear and interesting, and the new slogan of Alipay "Use Alipay for payment" runs through from beginning to end. It is placed on both sides of the subway passage, and it is hard for passers-by not to be impressed.

14. China Merchants Bank: No matter how big the world is, it is not bigger than a plate of fried eggs with tomatoes

Brand owner: China Merchants Bank Agent: YOYA Digital Aerobic Hangzhou

Case details: https://www.digitaling.com/articles/41027.html 

Judging from the many topical cases mentioned above, the most controversial points are often the settings of the advertisements and the values ​​they express. The same is true for this advertisement for China Merchants Bank's credit card. The story tells of an overseas student who was afraid of exposing his inability to cook at a party, so he asked his mother in China for help on how to make scrambled eggs with tomatoes. Later, he realized that there was a 12-hour time difference, and the mother on the other end of the phone got up in the middle of the night to demonstrate it herself. There is an old Chinese saying that goes "A mother worries about her son even when he is a thousand miles away." This advertisement saying "Your world is bigger than the whole world" is obviously not difficult to understand in the Chinese social environment. However, while some people are moved by the deep love between mother and son, some people jump out and directly point out that the male protagonist is a "giant baby" and that the main purpose of this advertisement is to promote a "giant baby special card." Is it mutual need or one-sided demand? Everyone's opinions based on their different identities and positions made this advertisement popular for a while and became a hot topic in financial industry advertising.

15. Durex : Thanksgiving brand interactive poster

Brand owner: Durex Agent: Global Times Beijing

Case details: https://www.digitaling.com/projects/24130.html 

As the number one veteran in the market of leveraging trends, Durex's position has not been shaken this year. It usually does not chase hot topics easily, but once it makes a move, you can tell whether it is successful or not. Durex cleverly took advantage of Thanksgiving to carry out a wave of brand linkage, using the form of a thank-you letter to innovate on the basis of catering to the festive atmosphere. The poster copy is concise and meaningful, allowing the audience to understand it immediately after reading it. It also accurately grasps the characteristics and relevance of both brands, bringing them to each other without forgetting to brag, ultimately achieving a win-win situation. The interaction between Durex and other brands this time can be called the "Annual Thanksgiving Drama". The massive brand exposure and praise brought by all of this can be said to be the best Thanksgiving gift for all parties involved in the cooperation.

The author of this article is @Shuying.com and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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