After watching ofo’s new ad, I threw away the client’s brief!

Recently, ofo, the shared yellow bike company, released its first brand promotional video. As the title says, I strongly recommend that advertising colleagues don't watch this, because after watching it you may:

Throw away the client's brief - pack up and leave work early - ride a bicycle to wander the streets and waste time - get nothing and a dismissal letter - eat dirt...

Believe it or not, the madman believed it:

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When the wheels start turning, there is wind.

You ride through the city, through the alleys, and onto the side roads with ease.

The wind passes through you, across your face, and blows your hair away, leaving no trace.

You are like a yellow bird, flying through the streets,

The wheel takes you to a destination, or to nowhere.

In the car, you can really feel like you are in the city.

You can feel the breeze, light and shadow, and encounter the scenery more vividly.

You don't own it.

You have it all the time.

There is no need to wait for the wind to come, the breeze will come towards you just as you move forward.

Ride ofo and feel the city breeze.

The brisk background music, coupled with the intellectual and gentle narration, makes ofo's brand image promotional video fresh and artistic, without any affectation, and very comfortable.

Why is it that ofo’s advertisements make advertisers want to put down their clients’ briefs and ride their bikes to feel the city breeze? What’s the magic behind ofo’s advertising? Don’t worry, I will show you how to dissect the marketing tactics of ofo :

A shopping girl, a busy office worker, an energetic student, an auntie shopping in the vegetable market, a sanitation worker beautifying the city... The actors in the short film are not big stars, nor are they KOLs from various circles. They are just ordinary users of ofo, ordinary people who are no different from us in life.

But it is precisely this group of ordinary people who have performed the cycling scenes of different groups of people in different situations, and used their personal experience to testify for ofo, which makes people feel a strong sense of substitution and intimacy, as if they are the ones feeling the breeze on the street. This can also be seen from a set of dynamic social posters released by ofo:

For the time being, I turned a deaf ear to the client's opinions, the boss's requests, and the meeting I had in the morning. Ride ofo and feel the city breeze. --white collar

Traveling is a great way to explore a city in a new way. Ride ofo and feel the city breeze. Backpacker

The weather is just right, so you can have coffee and ride a bike. Ride ofo and feel the city breeze. ——Barista

Put aside the monotonous shopping and cinema activities and go out for some fresh air in the city. Ride ofo and feel the city breeze. ——Couple

Ride ofo, feel the city breeze, and take a break from the compulsory early morning routine. --student

Who says joyriding is a privilege of the young? Ride ofo and feel the city breeze. ——Auntie shopping in the market

Different groups have different lifestyles and different cycling scenarios. Every audience can find their own group based on these 6 sentences and see themselves in them.

After seeing too many advertising routines, everyone knows that wearing a star's combat boots will not make you an instant superb player, and applying the same facial mask as a star will not turn you into a female star in seconds. But after watching ofo's advertisement, everyone feels that riding the yellow bike can make them feel as relaxed and comfortable as the characters in the movie and they can ride freely in the city. This is the magic of using ordinary users as spokespersons.

Some people say that the best way to understand a city is to take the bus there, but the bus is too rushed and there is no time to see the scenery along the way clearly, so I prefer to ride a bicycle so that I can carefully experience every corner of the city.

In Liaoyuan, a vast country with a long history, each city has its own unique culture and temperament. In order to call on people from different cities to go out and feel the city they live in, ofo put the slogan "Feel the City Breeze" into practice. In addition to the official brand promotional video shared above, ofo also shot a promotional short film with the same theme in Chengdu , Shanghai, Xiamen, Beijing and other cities:

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This set of city-themed short films features local residents of different identities in four cities. They ride ofo yellow bikes through the streets and alleys of the city, exploring beautiful scenery and delicious food with the camera. The tone is simple and moving, and very convincing. Take Chengdu and Shanghai as examples:

"Chengdu is my second hometown." Jinsha Temple, Chunyang Pavilion, Jiangtihua, Wuzao Bookstore, Xicun Courtyard... In a short video of less than two minutes, media person Chu Xuan rode a shared bike for 36 hours to take everyone to appreciate Chengdu's down-to-earth natural and cultural landscape and the quiet temperament engraved in its bones.

In the short film in Shanghai, music event planner Li Sisi rode a shared yellow bike past the Sober Company restaurant and Xixi Bistro, and walked through the dark night of the French Concession, showing both the fashion and prosperity of Shanghai and its literary elegance. The people living there may be busy physically but free in their minds. Although they are under tremendous pressure, they have endless vitality every day.

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It is not difficult to see that as the originator and leader of urban shared bicycles , ofo is very good at exploring the personality of each city and capturing their unique beauty. The simple and quiet Chengdu and the vibrant Shanghai can be felt through the screen.

In addition, those who have been following the recent dramas In the Name of People starring Lu Yi, the romantic drama Above the Clouds starring Chen Xiao and Yuan Shanshan, and the fantasy drama Fighter of the Destiny starring Lu Han and Guli Nazha may have discovered that these popular dramas that are popular among young people are almost all contracted by the small yellow bike ofo:

Not only the interstitial ads in hit dramas, but also the startup page ads of apps commonly used by young people, such as Toutiao , Beauty Camera, and Himalaya FM, have all been replaced by ofo since some time ago.

Just as the brand promotional video was rapidly gaining popularity on WeChat Moments and Weibo, a large number of eye-catching and highly recognizable graphic posters were launched in more than a dozen stations in Shanghai, including Qibao Metro Station, Jiangwan Stadium Station, People's Square Station, and Xujiahui Station. It feels as if the whole world has been surrounded by yellow bikes overnight. I have to admire ofo's market execution capabilities.

(The picture shows a real shot of Shanghai Xujiahui subway station)

As we all know, the combination of online and offline is the key to successful marketing. Whether it's the APP that young people love to use, or travel scenarios such as subway stations and bus stops, ofo's marketing campaign seems to be pervasive. In the shared bicycle industry, which is characterized by strong demand, high frequency, and low decision-making, using emotional advertising to cover all aspects and touch the hearts of consumers is undoubtedly a good marketing strategy.

I don’t know if you have ever had this feeling. Bicycles promote a young and healthy attitude towards life. As long as you step on the pedals, it’s like going back to the age of 18.

So, what are you waiting for? Take advantage of the new spring water and the flourishing spring forests, ride a shared bike, travel through the streets and alleys, and feel the sunshine and breeze. Friendly reminder: Shanghai users with a Sesame Credit score of 650 or above can use the car without a deposit.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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