A guide to hot topics during the Spring Festival. Let’s see how big brands conduct their Spring Festival marketing!

The Spring Festival is the most anticipated and important festival for Chinese people. It symbolizes peace and reunion. It seems cliché to promote happiness and beauty during such a traditional festival. So all the major brands have come up with their own unique ideas to create a different flavor of the New Year~

01

Nostalgia Card

Pepsi-Cola's long Chinese New Year microfilm - Pili Parents

Every Chinese New Year, PepsiCo launches the "Bring the Joy Home" series of micro-films. From "Six-year-old Tong Brings the Joy Home in the Year of the Monkey" in 2016 to "Family with Kids Reunion Stories" in 2017, PepsiCo has been having a lot of fun playing the sentimental card, and this year is no exception.

This year, Pepsi launched the 21-minute micro-film "Thunderbolt Parents", starring Deng Chao, Zhou Dongyu, Zhang Yishan, Wang Jiaer, Wu Mochou and Lin Gengxin.

(Looking at the length and the actors, I guess it’s not a simple story)

Many people would think that the sentiment of this advertisement lies in "dreams and family love", but in fact there is a killer sentiment hidden here - Michael Jackson. As early as 1984, he performed breakdancing in a Pepsi commercial, which was a classic. This year happens to be the 60th anniversary of Michael Jackson's birth. The film features many classic looks, images and movements from the "Beat it" MV, bringing back many memories.

02

Interactive Cards

Coca-Cola uses both soft and hard tactics to market : "We want to be together for the whole year"

Speaking of Pepsi, of course we have to mention Coca-Cola. This year, Coca-Cola has been playing with user interaction and has launched the "Scan the Fuwa" campaign in cooperation with Alipay . By scanning the characters Afu and Gillian on the Coca-Cola New Year packaging bottles with AR , consumers can watch the Fuwa animations. Consumers can also receive Alipay red envelopes , Youku VIP and other benefits, which not only achieves the communication effect, but also captures the user's interest psychology.

At the same time, if you search for the keywords "就一年一起" or "Coca-Cola Afu Ajiao" on Taobao , the Coca-Cola Fuwa will appear, guiding users to scan the Fuwa on the Coca-Cola bottle to win benefits, which is in line with consumer habits and triggers social platform dissemination.

In addition, Coca-Cola also uses conventional marketing methods such as Weibo KOL and creative H5 to maximize this wave of marketing communication.

03

Black Technology

Bestore x Tmall ——AR New Year Customs Street

Another company that has tried out some black technology is Bestore. It teamed up with Tmall to launch the first panoramic AR interaction of the Spring Festival in the new year: open Taobao AR on your phone and scan any "year" character to travel through the AR New Year Customs Street. Consumers can earn snack coupons during the interaction while directly experiencing the black technology that restores the festive atmosphere of the New Year.

In addition to attracting users to participate in AR interactions, the AR New Year Customs Street focuses on stimulating more users to pay attention to the brand and become members, accumulating more member data for the Bestore brand data bank, and thus exploring more marketing possibilities.

04

Family Card

After Be & Cheery Returns Home——This is how you and I really spend the Chinese New Year

Unlike Liangpin Puzi, Baicao played the family card this time . "The feeling of the New Year is getting weaker every year," especially for those born in the 1990s and 2000s, whose perception of the Spring Festival is getting weaker and weaker. Therefore, Be & Cheery focused its advertisement on the stories after "going home" for the Spring Festival. We are immersed in the online world, focusing on liking posts on WeChat Moments , grabbing red envelopes, and chasing TV series, but forgetting the meals carefully cooked by our mothers and the nuts carefully peeled by our fathers.

Ordinary people and ordinary things truly show who we are when we return home.

The warmth between Dove father and daughter - the same warm Spring Festival, different "blessings"

Another show that also plays the family card is "Dove", in which Golden Horse Award winner Ma Sichun stars passionately, conveying to the public the theme of "same warm Spring Festival, different blessings".

Father: "I am afraid of the New Year, not because I am afraid of getting another year older, but because I am afraid that you will be a little further away. Once upon a time, we were everything to you. Gradually, we are no longer everything to you."

Daughter: "Dad, I have grown up. I want to work hard for my dreams and make you and mom proud of me. Although the world is big and the dream is still far away, having a family allows me to live in happiness forever."

Both commercials reflect the current state of young people. As we grow up, we pursue more and more things and neglect our families, but we don’t know that the most precious thing is actually being together as a family.

This Spring Festival, slow down your pursuit and spend some time with your family.

05

Creative brand

Pulse uses hip-hop to reject “almost”

It's the New Year, and my mother is telling me to find someone who's not bad enough to marry quickly.

It's the New Year, my aunt asked if the salary is almost over.

It's Chinese New Year, and your relatives are laughing at you for being so fat that you're almost unrecognizable

Based on its insight into the behaviors and states of young people during the Chinese New Year, Pulse came up with the idea of ​​"rejecting an ordinary New Year and returning to a good state" in its New Year marketing. It teamed up with the godfather of hip-hop Hot Dog and Baozou Super IP to use music to express the attitude of rejecting an ordinary New Year.

It’s almost time to grab a ticket to go home.

It’s almost the New Year again, and I always sigh, “Oh my god!”

Scalpers are all equally rampant, and paying money is all equally cowardly.

Sitting in the same carriage and eating the same lunch boxes.

The journey is almost as long and I am in a similar state of confusion.

(Part of the lyrics)

Pocari Sweat also printed these New Year greetings from gossipy ladies on the bottles, and launched them in 5 major flavors and 15 new packaging types.

Just tell me if it hurts or not!

06

Strong Alliance Card

JD Xiaobai Finance x Jiang Xiaobai ——“Thank you for being by my side”

The worst thing about joint marketing between two brands is that it looks incompatible. However, this time the joint marketing of JD Xiaobai Financial Management and Jiang Xiaobai, with the theme of "Thank you for being by my side", uses a flashback video, a poster with video scenes as the content, and a poster with Jiang Xiaobai bottle as the main feature. It is in line with Jiang Xiaobai's consistent copywriting style, and is also in line with the product positioning of JD Xiaobai Financial Management products that help people manage their finances and bring them benefits.

JD Xiaobai Financial Management:

Emotions are with him

A million-dollar investment on the road to realizing your dreams.

Jiang Xiaobai:

Emotion is walking through the wind and rain with her

The cup of wine at the wedding.

07

Not following the routine

OPPO talks about love across the planet - "Two Little Planets"

While many brands are playing the emotional and dream cards, this brand does not follow the routine. It takes a different approach and attracts a lot of attention with a heartwarming "alien love" story.

Starring Yang Mi and Zhang Binbin, the show uses the fantasy love story that the post-90s generation loves most to get closer to the inner world of young people and constantly narrow the distance between the show and young people. At the same time, with the help of emotional warmth, it unconventionally uses the "little love" of "love" to convey the "big love" that covers family, friendship, and romance, making this New Year's love even stronger.

Finally, the marketing theme is “New Year is coming, express love with photos”. What do you think of OPPO’s emotional marketing this time?

This article was compiled and published by @鸟哥笔记(Qinggua Media) by the author @鸟哥笔记. Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century