June Marketing Hotspot Calendar: Children's Day, College Entrance Examination, Father's Day

By June, the scorching summer begins. Along with the soaring temperatures come several important nodes that cannot be missed.

Without further ado, let's take a look at the hot materials we collected in June~

Monthly Keywords

【Colorful】

Background

From Children's Day, which protects the innocence of children, to the college entrance examination where young people strive hard, to Father's Day, which expresses gratitude for fatherly love, every step towards midsummer is colorful.

01 Children's Day

In the hearts of children, Children's Day is often a great day when dreams come true and even willful requests can be met. What kind of creative ideas will the adults who were once children come up with?

Key Angles

1. Protecting childhood: For brands whose main consumers are children, the posters can emphasize the respect, appreciation and care for their innocence, imagination, sincerity and other beautiful qualities.

2. Regaining the childlike innocence: Brands whose main consumers are adults can choose to take a sentimental approach to evoke everyone’s memories and nostalgia for a good childhood; they can also encourage adults to let go of their burdens, live out their true selves, and enjoy themselves to the fullest, just like children.

Case Showcase

1. Zhihu

The copy of the poster is the finishing touch, and the question-and-answer format fits the basic tone of the Zhihu app. "I want to be a child when I grow up" expresses the helplessness and sadness of adults, which resonates with users.

2. Youku

Youku's series of posters combines several popular animations, summarizes the valuable qualities commonly found in children, and calls on the audience to appropriately regain their childlike innocence and be as confident, brave, fearless, just and optimistic as children.

3. FAW Toyota

The copy "Give space for happiness and let dreams grow" not only reflects the respect and care for children, but also combines the giant doll and spacious back seat in the poster to show the main advantage of this car's ample interior space.

4. Qia Qia

The copywriting "Growing up, still fresh" cleverly uses homophones to convey the wish for adults to maintain a youthful mentality on the one hand, and to show off the fresh quality of their own dried fruits and nuts on the other.

5. Huawei

Huawei's series of posters focuses on the comparison between before and after growing up. The children who had limited abilities in the past have realized their original long-cherished wishes with the help of high technology, highlighting the characteristics and selling points of the product.

02 College Entrance Examination

After Children's Day, the next important milestone is the college entrance examination. For most people, the first crucial test and choice in life takes place in this sultry early June.

Key Angles

1. Modify product appearance: Common elements related to the college entrance examination include answer sheets, test papers, textbooks, etc. The product appearance can be modified based on these common elements, or it can be jointly branded with teaching auxiliary products to launch new packaging.

2. Pay attention to the mentality of candidates: Excessive tension is not conducive to the performance of the test, so the brand can use a cheerful tone to show the candidates the beauty of future life, so as to motivate them to work hard to overcome difficulties and welcome a happy and free time.

3. Lucky draw: Brands can launch online and offline lottery, prize draw, blessing and other activities, which can not only convey blessings but also attract candidates to participate and interact.

Case Showcase

1. Starbucks

Just like the saying goes, "Only children make choices, adults want everything", in the college entrance examination, every multiple-choice question is very important, but when you grow up and have a financial foundation, you have more room for choices, and you have to tick all the things you like!

2. Alibaba

In the series of posters of the Alibaba family, each Internet product corresponds to a compulsory course, which vividly and interestingly shows the functions and roles of different apps.

3. Zhenai.com

After the college entrance examination, our world will become more interesting and more complicated. The various tests and levels in the process of love, job hunting, etc. are different from previous exams. There are no standard answers, but there is more choice and room for development.

4. Dongfeng Nissan

This series of posters is centered around the automobile and forms a complete set of college entrance examination papers. Different subjects not only demonstrate the excellent performance of the car, but also convey good wishes to the candidates.

5. Mengniu

Mengniu's series of posters use cows as the theme, using different parts, different pronunciations, and embedded with different idioms to convey different blessings.

03 Dragon Boat Festival

The Dragon Boat Festival in midsummer is an auspicious day for the dragon to fly into the sky. As one of China's four major traditional festivals, the Dragon Boat Festival has been a festive day for eating rice dumplings and rowing dragon boats since ancient times. The overall tone is cheerful and lively.

Key Angles

1. Traditional customs: Traditional customs related to food are always the easiest to remember. Deformed designs based on rice dumplings and rice leaves are common elements of Dragon Boat Festival posters.

2. Dragon Boat Spirit: The most praised aspect of dragon boat racing is the spirit of unity, cooperation, struggle and hard work, which not only enhances the collective sense of honor but also consolidates clan ties. This can be used as the main element to outline a dynamic and majestic scene of hundreds of boats competing in the current.

3. Homophonic copywriting: Find homophonic characters for key words such as "龙龙", "午", and "宗", and use them as the center to conceive copywriting, which will be memorable and make people smile.

Case Showcase

1. Royal Canin Pet Food

The Dragon Boat Festival is coming, and it’s time to offer sacrifices to the master of the house. The rice dumpling-shaped cat food looks very ceremonial and is worthy of being called "royal food".

2. Ele.me

On this special day, the delivery riders do not take the usual route. Instead of riding electric scooters, they row dragon boats, wholeheartedly trying to deliver the delicious food to the most important people.

3. Continental

What is wrapped in the rice dumplings leaves is no longer the sweet and soft rice dumplings, but the shiny Continental tires. The animation effect of the slowly peeling off rice dumplings leaves gives people a sense of surprise, and the accompanying text "Wan Zong Zhu Mo" cleverly uses homophony to highlight the product's super popularity.

4. Luzhou Laojiao

Since it is a traditional festival of our country, we must indulge in Chinese flavors. This poster of Luzhou Laojiao is very grand. It not only reflects the main customs of the festival, but also highlights the brand's dignified and orthodox style.

5. ByteDance

ByteDance’s series of posters cleverly transform the logos of several of its major products. As an Internet company that relies on traffic for its survival, "It is better to enjoy it alone than to enjoy it with dumplings" fully reflects the brand tone.

04 Father’s Day

Although in traditional East Asian society, most fathers’ love for their children is not as gentle, delicate and meticulous as that of mothers, their strong arms are our eternal safe haven in our lives.

Key Angles

1. Silent father: Just as the phrase “father’s love is like a mountain” expresses, many fathers are as calm and steady as mountains. It is the duty of children to express understanding and concern for their silent father.

2. Rough father: When a father is taking care of his children, there are always various small accidents caused by carelessness. However, maybe such a rough father might feel shy because of his children's ardent love?

3. Lovely father: Even a middle-aged man over 50 years old may have a lovely side. Let his children take care of their father's bad temper and little personality.

Case Showcase

1. Wuliangye

Fathers' care for their children is often more silent and reserved. This poster of Wuliangye Ye puts the child’s innermost thoughts to his father into the shape of a wine glass, hoping that alcohol can make both parties speak their truths.

2. Mengniu

This poster of Mengniu collects several classic speeches by fathers. Although they sound quite wild and uninhibited at first, as the copy says, the father who "makes waves" gives us the courage to ride the wind and waves.

3. Lenovo

In festival-related designs with the theme of praising family affection, copywriting that can express one’s feelings directly and resonate with others is of utmost importance. The copy in this Lenovo poster vividly depicts the inheritance of blood and responsibility between father and son.

4. FAW-Volkswagen

Audi’s series of posters are in line with the brand’s confident and tough characteristics. The passionate copywriting is matched with a photo of father and son, recording the whole process of the father accompanying his child’s growth.

5. Huawei

As we were growing up, my father always wanted to use a camera to record every detail of our daily lives. Huawei's series of posters not only show the fathers' cuteness and friendliness, but also demonstrate the powerful shooting performance of the phone.

05 Summer Solstice

The longest day of the year is about to arrive, accompanied by dazzling sunshine and rolling heat waves. During the Summer Solstice, common customs include offering sacrifices to gods and ancestors, cooling off in the summer heat, and eating noodles.

Key Angles

1. Analogy of product performance: The long days of the summer solstice can remind people of performance such as standby time and duration, highlighting the excellent qualities of the product through analogy.

2. Fight against the heat: In the hot summer, clearing away heat and relieving summer heat has become people’s primary need. Therefore, you can selectively highlight the cool, moist, and refreshing characteristics of the brand or product in the poster, or you can use more cool colors to visually cool down the audience.

3. Collection of summer elements: Sunshine, beach, sea, wind chimes and other elements have a distinct summer atmosphere. Combining the product image with the above elements creates a pleasing summer scenery.

Case Showcase

1. TCL

This TCL poster lists some of the most fascinating things about summer, which makes viewers can't help but sing along. Even if it is inconvenient to go out, you can still see the beautiful sea view in high definition through the big screen.

2. GAC Toyota

With the arrival of summer, air conditioning becomes a necessity. GAC Toyota has taken into account the different needs of people who are afraid of cold or heat, and launched closely related new product functions at the right time, which can gain higher attention.

3. Qia Qia

Qia Qia’s specialty is to use nuts as the basic elements to perform various splicing and transformations. The poster sets the scene in an ocean full of summer atmosphere, and the coral reefs composed of various nuts are beautiful and tempting.

4. Sogou

One of the main features of the summer solstice is that it has the longest sunshine time of the year. Based on this feature, Sogou cleverly introduced and praised the voice recorders with ultra-long standby time as their selling point.

5. Calbee

This poster by Calbee transforms a cereal packaging bag into a small shop full of summer atmosphere. Elements such as vines, cattail fans, lotus flowers, wind chimes, etc. together form a refreshing and leisurely summer solstice scenery.

Final Thoughts

At the beginning of June, don't forget to treat yourself, big kids~

Author: Canva Design

Source: Canva Design (ID: canvadesign)