Interpretation of Meituan’s latest advertisement

How to make advertisements more attractive and leave users with a deeper impression of products or services? Maybe you need to learn about scenario-based marketing. Effective scenario-based marketing can reflect value in the scenario and meet user needs and pain points in the scenario. In this article, the author analyzes the scenario-based marketing strategy in combination with Meituan Advertising . Let’s take a look.

Meituan recently launched a new wave of video advertisements, which thoroughly demonstrated what scenario-based marketing is from a practical perspective.

https://www.bilibili.com/video/BV13f4y1576G

1. Scenarios: From “big” to “detailed”

Take Meituan as an example. In the past, when we mentioned scenario-based marketing, the scenarios we often abstracted were delivery of takeout, pickup of takeout, group buying, ticket booking, etc. These are scenes in our daily lives. Even ordinary users can quickly associate the pictures with the words.

However, if advertisements are based on these everyday scenes themselves, they will often make consumers feel that they are too common and mediocre.

Whether it is oral or brainwashing product function advertising, it can only deepen customers' understanding of the "product name" but not the scenarios that the product can cover.

Although Meituan’s layout is already extensive enough, even now, many people’s first impression of Meituan is still “takeout”.

I believe that Meituan is also trying its best to get rid of this inherent impression and enhance consumer awareness. It is not limited to segmented scenarios, but the "consumer ecology" that Meituan wants to create.

Obviously, this wave of Meituan advertising was a godsend.

Moreover, it successfully breaks down the big scenes and refines the granularity to the smallest unit, truly achieving understanding the scenes first and then marketing through the scenes.

If you watch the series of advertisements carefully, you will find that each advertisement begins with a sentence from the consumer.

These words are real, and are even the daily sentences blurted out by the audience, including: "It's all right", "Let's go and have dinner", "Wait a little longer", "It's okay"...

This kind of planning that is extremely close to life has undoubtedly broken through the ceiling of scenario-based marketing. From general scenarios to segmented scenarios, and then to the real situations within the scenarios, it is really difficult for the audience not to empathize with the situation.

I believe that at this moment, without being there in person, you will immediately feel that the person who is choosing the product or service is yourself.

2. Content: From gorgeous packaging to real life

This time, Meituan’s advertisement is as close to real life as possible in terms of visuals, plot and copywriting.

Visually, the entire tone does not pursue a deliberate sense of luxury, but uses attractive bright colors; the setting of each scene does not pursue the ultimate beauty of the picture, but strives to be close to the slightly messy offices and residences in life, adding a touch of life; the actors' roles are not gorgeous or colorful, they are all ordinary people close to life.

At the same time, the entire setting deliberately leaves display space for Meituan’s distinctive yellow color, which subtly highlights the feeling that Meituan lights up the beautiful lives of users.

In the plot, every time Meituan appears, it is solving users' needs and pain points.

The character begins by saying something ambiguous. At this time, Meituan’s Wu Lei "jumped" out to interpret the user’s real psychology and achieved a high resonance with the audience in just 30 seconds. The user's psychology is analyzed clearly in a very short time, "occupying" a large part of the customer's mind without leaving any trace.

This is the most authentic and down-to-earth scenario-based marketing. It’s about knowing what the customer says, thinks, wants to do, and needs, and then giving it to them.

In terms of copywriting, the creator did not use any difficult-to-understand words or lengthy copywriting, but only used words that any Internet user can easily understand.

In fact, the author was attracted by the advertisement while binge-watching the drama. I wasn’t staring at the screen at the time, but was attracted by the phrase “wait a minute”, and then watched the entire series of advertisements - one sentence made the customer feel so familiar that they continued watching, which can only be achieved with a deep understanding of the scene.

Scenario-based marketing is not about packaging a simple daily scene into a prosperous world, nor is it about creating false needs that do not exist. Instead, it is about going deep into the scene, understanding the scene, observing the customer's every move, psychological demands and actual needs in the scene, and then using marketing to tell users: We understand you; and using products to prove: We really understand you.

3. From serving customers to accompanying customers

I have to say that Meituan’s slogan this time is really on point - "A little helper for a better life", which conveys very accurate customer value with minimalist words: a better life naturally refers to the life scenes covered by Meituan’s services, and the little helper is the one who can appear and help you as soon as you need it.

Meituan once used slogans such as "Save money on everything you do with the Meituan App" and "Eat, drink and have fun, all with Meituan". This is mainly related to the early corporate positioning and communication focus.

This time, Meituan upgraded its brand image from "describing business" to "describing customer value." The services provided by Meituan cover many aspects of daily life, such as food, clothing, housing, transportation, and entertainment, but this only explains what Meituan "can do"; this time, what Meituan wants to emphasize more is "what it wants to do."

Obviously, Meituan has big ambitions - to create a better life for its users.

This wave of advertising has indeed successfully demonstrated how Meituan helps users live a better life as a little helper:

Brother Wu Lei handsomely played various roles (including waiter, takeaway helper, etc.) and continued to use intuitive interpretation to present Meituan's services and characteristics, including: wide coverage, many choices, more cost-effectiveness, fast speed, good service attitude, etc., broadening customers' understanding of Meituan's services and products, and also invisibly delivering customer value.

How are these customer values ​​implanted in customers’ hearts so subtly and imperceptibly?

The answer is: in the scene.

When we order takeout, buy group purchases, search for cinemas, book tickets... at these times, Meituan is by our side, silently helping us and becoming our capable little helper.

This wave of advertising and marketing by Meituan uses the most life-like scenes to perfectly present all the possibilities that a full-eco, three-dimensional life service provider can achieve.

There is no need for brainwashing-style viral transmission, no discordant and abrupt implantation, and the value of the product is reflected naturally in the scene. This is the highest realm of scene marketing, and only products that are truly designed based on scenes can achieve this kind of marketing so vividly and naturally.

Understand your customers and satisfy them infinitely, and they will be yours.

Obviously, Meituan is well aware of this.

Author: Marketing Xiaojiji

Source: Marketing Xiaojiji