From NetEase Cloud Music to DJI, how was the “subway package” masterpiece created?

Shenzhen Metro Line 1 has been soaring these two days!

Netizens were flooding social media platforms like Weibo and WeChat with news that DJI Mavic Pro was running subway advertisements on Shenzhen Metro Line 1. The novel creativity and strong visual impact made people feel as if they were in the sky, overlooking the sea, beach, streets, city... It was truly amazing!

Similar "subway package" strategies have been continuously upgraded from JD.com , Tmall , NetEase Cloud Music , and now DJI, from single product promotion to heartfelt brand communication, and now to the integration of visuals into brand values.

one.

What are the highlights of DJI Mavic Pro’s creative approach to “covering the subway”?

1. Visual impact

When we do communication, we usually get creative ideas around the user's visual, auditory, tactile, olfactory and other sensory systems. Vision is the most important influencing system. How can we make people exclaim "Wow", or even turn what we see into deep thinking or action?

DJI creates a feeling of standing in the air for subway passengers. The interior of the subway is packaged in a way that the top sticker is the sky, the bottom sticker is the earth overlooking, and the surroundings are floating clouds. It is the same carriage, but it has a different feeling.

Seeing this cloud-based train reminded me of a scene from Zootopia, where Judy the rabbit rode on a train full of her hopes, traveling through different colorful worlds.

The power of vision can stimulate users’ emotions. Tone, spatial combination, and text and picture application can’t help but bring users into the real world. We are all in it. In the carriage built by DJI, passengers can see our city from a different perspective. Of course, there is also DJI Mavic Pro in the sky.

2. The appeal of the topic

On Weibo, the two topics #地铁上天了# and #雲底专车# have accumulated more than 74 million readings. From the joyful participation, users not only take photos casually, but more importantly, they participate in the scenes, such as "sitting on the beach", "catching a fish"... and then use their mobile phones to take creative photos, which makes users have a lot of fun. This advertisement has a strong participation force. Users spontaneously participate in the topic, and some netizens also go to experience it in person through the topic.

DJI's Mavic Pro subway advertisement is very popular because of its innovative perspective and participatory scenes. It is not a single communication, but a communication created together with users. Sometimes we need to look at ourselves from a different perspective. The same carriage, with different scene packaging, DJI is not only promoting its brand and products, but also triggering thinking and hitting the pain points of young people living and working hard in big cities. It turns out that we are all in this world in our daily lives and have never looked down on it... Change the perspective, this is the power of the advertising theme "Obey the Inner Gravity"!

3. Social communication

We have currently discovered that many marketing campaigns lack the ability to spread themselves, that is, they are not social. Even if users are reminded to share on advertising pictures and other communication materials, or even if rewards are used, the effect is poor.

DJI’s subway scene advertising this time, with its different visual creativity, places passengers in the “between heaven and earth”. Many passengers take photos and selfies to share such creativity. This is the power of social communication.

two.

The subway advertisement planned by DJI Mavic Pro is a typical case of scene marketing , which is also the reason why DJI planned this marketing.

1. Potential user substitution scenario

We usually understand scenario marketing by starting with the "usage scenario". For example, medical and health products should be marketed in hospital-related scenarios, and vertical channel communication is more accurate. This time, DJI is targeting white-collar workers in first-tier cities. Through the "subway", one of the essential means of transportation for daily commuting, the company hopes to convey the feeling of the sky and the bird's-eye view through the overall interior carriage advertising, giving passengers an immersive feeling.

In a relatively closed overall space, this kind of creativity is very good. Among the current means of transportation, the subway is relatively suitable for the potential target consumer group, and there is enough space for creative advertising, which is easy to share on social media. For example, it is difficult to operate on an airplane. Let’s not talk about whether in-house advertising is allowed. Even if it is allowed, the inability to use mobile phones will result in a lack of social communication capabilities for passengers.

2. Product placement stimulates usage scenarios

DJI Mavic Pro is positioned as "the aerial photographer in your pocket". It is very easy to carry and allows more users to easily experience the fun of aerial photography. This drone is in the sky of the subway advertisement. You can feel the different visual experience even if you are not outdoors. Aerial photography used to be in the professional field. Professional photographers and experienced players became early users. How to make more people like aerial photography and drones and introduce impactful visuals is a small step to start.

three.

In addition to DJI, are there any other creative marketing cases of "subway booking"?

1. NetEase Cloud Music: Heartfelt Music Reviews

In March this year, NetEase Cloud Music selected the 5,000 most liked high-quality reviews and spread them across Hangzhou Metro Line 1 and the entire Jiangling Road Metro Station. Every sentence is so touching. The power of copywriting comes from users.

2. Diao Pai’s new home concept: emotional resonance

On March 8, 2016, 38 "Xinjiaguanhao" special trains were launched from the subways of eight cities across the country, and Diao Pai's subway package advertisements were all over the screen. It has established a new emotional connection with young users, created resonance through posters and copywriting, and elevated the functionality of the product to a value.

From DJI Mavic Pro to NetEase Cloud Music, and then to Diao Pai Xinjiaguan, although they are all advertising on subways, they are different in many ways:

1. DJI Mavic Pro: Scenarios inspire changes in user perspective
2. NetEase Cloud Music: Music reviews impress users with heartfelt copywriting
3. Diao Pai's new home concept: "copywriting + comics" trigger emotional resonance

Even if there are differences, why do so many companies prefer subway advertising?

(1) Tipping point

Advertising on the subway is topical enough. Driven by the eye-catching effect, the subway is a mobile advertising contact point. Therefore, through this multi-dimensional scene marketing, it is natural to stimulate the social communication chain and detonate it.

(2) Potential users

The subway populations in different cities have fixed labels and income levels. Most of them are the backbone of the city and are young people. To reach potential users, this advertising scenario is possible.

DJI has brought the rarely seen aerial views of the sky and ocean to the daily commuting routes of office workers. In fact, it wants to tell everyone that they can follow their inner voice and choose a freer way of life and creation. Too often we are defined by the same format. If we look at ourselves from a different angle, maybe things will be different. I suddenly realized that if I had seen this advertisement years earlier, would it have flown higher?

#Columnist#

Wei Jiadong, WeChat public account : weijiadong2013. Everyone is a Product Manager columnist, brand marketing expert, and chief promotion planner for the third season of "Extreme Challenge". The author of the best-selling books "Digital Marketing Campaign" and "Leveraging Momentum", he is a distinguished professor at the Beijing University of Aeronautics and Astronautics, an EMBA instructor at Peking University, a national marketer, a member of the provincial writers' association, a member of the WeMedia Self-Media Alliance, and former CEO of Leju Life and COO of WeChat Hai. He has written many literary works and is currently focusing on the field of digital marketing.