Analysis of China Construction Bank’s Spring Festival marketing strategy!

As the end of the year approaches, people’s way of greeting each other will turn into three soul-searching questions: “Have you grabbed your tickets? When will the holiday start? When will you be home?”

The Spring Festival is an eternal topic for every Chinese. With the continuous development of the Internet, topics related to the Spring Festival are constantly changing, such as grabbing red envelopes, collecting five blessings, emptying the shopping cart... Some new customs are gradually replacing some old customs, but everyone’s longing for their hometown and concern for their family have never changed. The strong flavor of the Chinese New Year is essentially the human touch.

(Product pictures are for reference only, please be careful when purchasing)

The 2022 Spring Festival has entered the countdown, and the Spring Festival marketing of major brands is about to start. China Construction Bank, a large state-owned bank, has launched the "Golden New Year's Money" series since the Year of the Sheep in 2015. Every year, it cooperates with well-known IPs to give new life to the "old customs." This year, China Construction Bank, through two heartwarming events, not only made its new product "Shanjian Growth·CCTV Spring Festival Gala Tiger Year New Year's Money" a hot "hit", but also made a beautiful "good start" on the eve of the Spring Festival.

To create momentum, the subway's thoughtful copywriting recreates the "little memories" of New Year's money

In order to match the product "Shanjian Growth·CCTV Spring Festival Gala Tiger Year New Year's Money", China Construction Bank's subway marketing chose to collect short stories about consumers and New Year's money, focusing on the inheritance and continuation of culture. These stories from the bottom of users' hearts, whether they are funny or tearful, are packaged into Beijing Subway Line 1. In the crowded subway, the eye-catching and heartfelt copywriting perfectly matches people's interests and attention. Once the subway posters were released, they attracted countless people to spread them spontaneously and give thumbs up to China Construction Bank.

In addition to using the tried-and-tested marketing method of subway copywriting, a strong sense of immersion is also an important reason why China Construction Bank has become popular this time. A good marketing campaign can resonate with everyone. The starting point is to grasp the small things in life that we are deeply touched by and awaken people's long-lost emotions.

Time flies year after year. Perhaps the endless emergence of new ways of playing has given us "N ways to celebrate the Spring Festival", but the traditional culture engraved in the souls of the Chinese people and the desire to gather with family will never change. China Construction Bank seized on this point and made the subway's thoughtful copywriting achieve an "eye-catching" effect.

Log in to the Aurora big screen, warm blessings ignite the expectation of the New Year

On the evening of December 1st, the big screen of Shanghai Aurora Building played an advertising video created by China Construction Bank based on "Shanjian Growth·CCTV Spring Festival Gala Tiger Year New Year's Money". The cool visual presentation attracted many citizens to stop and watch and spread it spontaneously.

This giant display screen is located in the core area of ​​the Bund business district. It is 57 meters wide and 63 meters high, with a visible area of ​​3,591 square meters. The extra-large screen showed the public the New Year's money for the Year of the Tiger and two cute CCTV cultural and creative zodiac tigers. At the end of the advertisement, China Construction Bank also sent out the blessing of "Happy New Year to all Chinese children". On a cold winter night, the heartwarming blessings from China Construction Bank brought everyone into an atmosphere of bidding farewell to the old and welcoming the new, igniting people's expectations for the new year.

Rejuvenate New Year customs, maximize product power and enhance marketing

A product that comes with its own topic can also add a lot of color to marketing.

It is reported that "Shanjian Growing Up·CCTV Spring Festival Gala New Year's Money in the Year of the Tiger" is jointly developed and supervised by China Construction Bank and China Media Group's Cultural and Creative Industry. The Cultural and Creative Industry of China Media Group uses the traditional mascot "cloth tiger" as the prototype, and transforms the elders' blessings and care for children into two cute "CCTV Cultural and Creative Zodiac Tigers" images through stitches, wishing the children good health, good luck and peace.

In addition, "Shanjian Growth·CCTV Spring Festival Gala Tiger Year New Year's Money" has added a lot of interactive gameplay. You can enter the mini program through the sun code on the bottom of the box, scan the box surface with AR function, click on the Kongming lantern and "CCTV Cultural and Creative Zodiac Tiger", and you can receive exclusive New Year greetings. A family photo is reserved in the box to treasure the unforgettable happy moments of the year for the whole family. Family members can also write their own growth messages next to the photo, leaving sincere blessings word by word, and accumulating a little warmth for the children in their future years.

(Product pictures are for reference only, please be careful when purchasing)

We are well aware that the core of Spring Festival marketing is New Year customs and the flavor of the New Year. So in this year's Spring Festival marketing, what we see is China Construction Bank's innovation based on returning to New Year customs and the flavor of the New Year. Through this marketing campaign, China Construction Bank once again inherited and promoted China's traditional New Year's lucky money culture. Through the linkage of multi-faceted resources such as subway copywriting and video advertising, we can gather a large amount of popularity for the brand, expand the brand communication volume, enhance the brand image and favorability, and give this marketing campaign more emotional value, social value and cultural connotation.

Author: pr case

Source: pr case