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This article begins with a study of cases with excellent creativity, and explains to readers the method of successfully making advertisements stand out - dimensional attack. The author discusses three aspects: redefinition, perspective change, and interest upgrade, focusing on the three dimensions of strategy, tactics, and product benefits. Recommended for friends who are interested in advertising creativity and want to find inspiration on the road of innovation.

When the dimension is expanded, the vision immediately becomes broader!

I wonder if you have noticed that there are only a few types of cases that can go viral!

One type is able to tap into public sentiment and be widely discussed. This type may not have particularly good creativity, but its topicality is definitely extremely controversial and has a huge space for users to play with. To put it bluntly, this type of game is actually a social event. The closer it moves to social topics, the greater the public opinion and controversy. A typical case is China Merchants Bank's scrambled eggs with tomatoes.

The second type is to take the positive path of official media from the beginning. As long as the media is authoritative and influential enough, the communication itself will definitely not be bad.

This includes China UnionPay's "The Chinese People Are Great" and "The Next Wave". This is essentially seeking endorsement from authority. With authority there is conviction and persuasiveness. There is also another type, which is the type that is condemned. There are not many proactive communication suggestions for brands to learn from this type, so we will not discuss it for now.

Summarizing the two ideas, you will find that their underlying logic is actually the same. Although capturing public sentiment often carries a kind of prediction, making the creativity itself full of uncertainty, the idea of ​​pushing from top to bottom will not be affected at all.

Moreover, leaving aside these particularly outstanding cases, a careful study of those cases with particularly good creativity will reveal that they all use the same method, that is, dimensional attack.

1. Dimensional attack - redefinition

The most obvious and effective way to attack from a higher dimension is to redefine. If we raise our perspective a little, the new consumer brand is a redefinition of the traditional brand market.

Therefore, the scope of redefinition is very broad. You can define categories, define consumption scenarios, and even define new business models. As long as it is reasonable enough, current mature business models can actually be redefined.

Because redefinition is actually a relatively high-dimensional attack. It is not like the dimensionality upgrade in content or dissemination. For example, under normal circumstances, you can find an internet celebrity to disseminate information, and then use CCTV's channels after dimensionality upgrade. It is just a change in the channel, which affects the more lateral dissemination effect. However, redefinition often affects the business level and the public perception level.

Here are two examples. One is the new consumer underwear brand Bananain that redefines the category. One of its insights is that at a time when the overall economic level is improving, there is a misalignment between Chinese people's consumption concepts and consumption capabilities. That is, many people like to spend money on large daily necessities, but are very concerned about the expenses of basic daily necessities. However, basic necessities are actually the key factors affecting the quality of life.

Based on this insight, Bananain believes that basic underwear is also the most basic and daily part of life. It determines people's basic aesthetics and also influences people's self-confidence.

Therefore, they put forward the concept of "bottom line" and constantly improve their requirements for the bottom line. This is not only a higher standard pursued by a brand, but also a person's pursuit of a better life. So they launched the concept of "redesigning basic styles", which immediately opened up competition with similar brands.

The second case is redefining the scene. Many home appliances are currently caught in a fierce competition stage, and the marketing benefits they promote are nothing more than power saving, safety, performance improvement, etc. However, Midea has realized that Chinese people generally do not have air conditioners installed in their kitchens. In fact, the kitchen is the hottest place in the whole home and one of the places where mothers spend the longest time.

Based on this insight, Midea has gained popularity by using small, cool and portable air conditioners, mainly targeting kitchen applications. Do kitchens really need air conditioning? There is no absolute answer to this question, but Midea has made people remember its products by redefining the scenario.

2. Dimensional Attack - Perspective Change

In addition to the redefined type, the next level of dimensional attack is the perspective change.

Generally speaking, the logic of most advertising creativity is actually to use perspective shifting. For example, Li Zongsheng's "Every Step Counts" conveys the brand's concept through the integration of Li Zongsheng's personal perspective. In essence, this is also a perspective shift, including some core interests of the brand, which need to be conveyed through the performance of advertising actors.

However, the perspective change of higher-dimensional attack is fundamentally different from the usual understanding. The perspective change here is not a change of expression, but a change of role.

Conventional creativity is about fun/heartfelt interpretation, and the variable that determines success is actually the content itself, whether it is interesting enough, insightful enough. However, when you change your perspective, the extensibility of the creation itself and the freshness of the content will also unfold.

Here are two examples. One is the 40th anniversary of Wolf Claw, which has been very popular recently. It was produced by creative agency W, and the core concept of the brand’s TVC is called "Nature Lends It to You".

Just looking at the concept, it is a little hard to understand. Look at the first sentence of the TVC: "Hello, human, I am nature." The angle is changed immediately at the beginning, which gives people a sense of freshness and makes them curious about what nature is talking about with them. Moreover, isn’t it much more advanced to communicate in the voice of nature than for the brand itself to communicate?

The second case is Siemens. Siemens launched a dishwasher. If we simply talk about how powerful the functions of the dishwasher are, doesn’t it seem a bit narrow-minded? Then if we go one level higher, we can say that the dishwasher can free mothers’ hands and play the emotional card, which is somewhat interesting, but it still fails to highlight the difference of the brand.

Then the roles switched and the line "People once thought washing machines were impractical" came out, which immediately elevated the dimension to the level of human history, just like Apple's "1984" Super Bowl ad. My ad is not about selling products to you, but about telling you to break conventions and authority and eliminate prejudice. This dimension and this brand value concept immediately raised the level.

3. Dimensional Attack - Upgraded Interests

The first two methods of dimensional attack are actually to seize the commanding heights, one from a strategic perspective and the other from a tactical perspective. Although their effects are significant, their operation is not easy.

Can the product function or benefit level be upgraded? In fact, it is possible. Although many brands focus on the benefits of their products and have no special breakthroughs to talk about, they are just packaging them in different ways. Therefore, it is particularly important to upgrade the functional benefits.

For example, COLMO. Many people may not have heard of this brand. It is a relatively high-end home appliance brand in China. They once made an advertisement that left a deep impression on me. They proposed the concept of a "five-dimensional microclimate", which is different from other air conditioners. The benefits of air conditioners are generally temperature, intelligence, body sensation, and so on.

However, COLMO directly promoted the climate. COLMO's air conditioners can regulate the indoor climate and at the same time connect this climate with the climate of achieving life, which makes the overall look very high-end without losing the brand warmth.

This kind of dimensionality upgrade is actually relatively simpler than redefinition and perspective change, because the focus is more on the communication level. At the same time, its dimensionality upgrade idea is also relatively simple, which is to simply compare the interest points of the same products and upgrade according to the brand functions. Moreover, the dimensionality upgrade in communication can also be a conceptual upgrade. The scalability and depth are also more flexible than the first two, and there are more choices.

In summary, the three dimensional upgrading methods focus on the three dimensions of strategy, tactics, and product benefits respectively. In fact, there is no high or low distinction among these three methods. They are just a high-quality reference idea that helps brands face different problems at different stages.

Sometimes brands are too focused on sales or content, and no matter how they look for solutions, they are essentially dancing with shackles. But when the dimensions are widened, the vision immediately becomes broader.

Author: Community Marketing Research Institute

Source: Community Marketing Research Institute