How was the nationally popular Lanxiang advertisement shot?

Let’s take a look at a post that has been very popular these days:

When they first made their relationship public in 2000 , Faye Wong was 31 years old and Nicholas Tse was 20 years old, making Faye Wong 1.55 times older than Nicholas Tse . Fast forward to 2014 , and the two have reunited. Faye Wong is 45 years old and Nicholas Tse is 34 years old. Faye Wong is 1.32 times older than Nicholas Tse . Now the question is: First, find the time series convergence function of the multiples of the two people’s ages and the Gregorian calendar year. Second, this incident left a big psychological shadow on Zhang Baizhi and Li Yapeng. What is the area of ​​the shadow ? Third, if an excavator is used to fill the shadow area, which company has the best excavator technology ?

The reason why this post became popular is not hard to imagine: it has the fashionable gimmick of Feng Fei’s love, and the technical joke of “your QED can’t solve my light quantum loneliness”… and the most critical point is the sentence at the end, “Who has the best excavator technology?”

Seeing this familiar question, I believe many people have already said involuntarily: Find Lanxiang in Shandong, China!

Lanxiang, also known as "Blueflay" or "Bulushet", is the full name of Shandong Lanxiang Senior Technical School. Although it is a technical school, its popularity is rarely matched by other domestic schools, and it can even surpass Tsinghua University and Peking University. Although the famous northern school "NewEast" is as famous as it in the world, it is at best just an analogy of "Murong in the South and Qiao Feng in the North". They are called the "twin stars" of technical schools, but their strength is not on the same level.

The reason why Lan Xiang is so popular is that it has become a meme that joke makers are tired of. "Which excavator is the best? Go to Lanxiang in Shandong, China" is the standard ending for many stories that have evolved into jokes. Regardless of whether the story is romantic, fantasy, or horror, adding a sentence like this at the end can create a comedic effect amidst the jumps and twists in the plot. The effect of the two words "Lan Xiang" in igniting public opinion can eventually be converted into the spread of the joke.

Recently, many news reports about Lan Xiang have made it even more famous. The raging fire of "the vice-president led hundreds of people across provinces to fight with the principal's father-in-law" encountered the dry firewood of "Lan Xiang" and quickly exploded in the public opinion field. For a time, jokes such as "Who is good at fighting? Don't watch the advertisements, go to Lan Xiang" came one after another. Subsequently, news such as "Lanxiang Principal Rong Lanxiang was reported to have three ID cards" and "Rong Lanxiang's wife claimed that she had suffered domestic violence from him for 20 years" added fuel to the fire, causing Lanxiang to be intensively exposed in a short period of time and become the object of public ridicule.

Yes, Lanxiang is very popular, but its popularity did not start today. This also makes many people wonder: Why is Lanxiang so popular?

Why is Lanxiang so popular?

Some people attribute this to its advertising slogan which has not changed in 24 years – “Which excavator is the best? Go to Lanxiang in Shandong, China.” It is powerful, sonorous, and most importantly, simple and crude. Under the bombardment of its advertisements, many people will naturally imagine the scene of Tang Guoqiang giving a thumbs up when they hear this sentence today. It's just like after being exposed to the divine song "Little Apple" for many times, when you hear "You are my...", you will instinctively continue with "Little, little apple". Although NewEast’s “Marry a New Oriental chef if you meet one” has also learned this, it is ultimately inferior in aura.

Some people attribute this to Lanxiang's strong strength: Lanxiang is the first vocational school in the country to be awarded a well-known trademark; it was the first to implement the "moving factories into schools" teaching model; it was the first to independently compile "zero-distance employment integration" textbooks... This can certainly be called niubility, but hanging "first-class" and "famous brand" around your neck to show off may not be welcomed. What's more, some advanced models and successful experiences are also exaggerated, just like the "film-sticking makers" who describe themselves as "linear processing of polymer compounds on the surface of intelligent high-end digital communication equipment". They are just bluffing.

Some people also say that Lanxiang became famous because it was the right time - China was in a period when the development of colleges and vocational schools was unbalanced, resulting in a shortage of professional and technical talents. As the "Whampoa Military Academy" of the training industry, Lanxiang acted as a pioneer in filling the gap and enjoyed the talent dividend.

It should be said that these are the important reasons for Lan Xiang’s “soaring”, but if it only relies on celebrities to appear in advertisements, or to show off its “strength”, then Lan Xiang might still be at the same level as the Northern Auto Repair School, Jigongshan Martial Arts School, etc., and it would be difficult to stand out.

Lanxiang was able to "stand out" in the end thanks to the free advertising in the New York Times - in 2009, Google and other American companies were exposed to hacker attacks. At that time, the New York Times wrote an article pointing out that the hacker attack was related to Lanxiang Technical School in Jinan, Shandong, China. The article also deliberately emphasized its "military" background, claiming that it was established with military support, etc.

Being "blackened" by foreign media made Lan Xiang famous, but also gave it a layer of mystery. Since then, various jokes have been made about this, such as "Lanxiang has eight majors: CNC, which is actually Gundam control; chef, which is actually chemical weapons manufacturing and defense... welding, which is laser weapon and high-energy particle weapon design; radio, magneto-electric, acoustic and light wave detection and early warning system; computer, no explanation"... Although Lanxiang flatly denied the accusation of hackers, and network experts also said that stealing third-party IP addresses is a common method used by hackers, and professional hackers will not register IP addresses at their bases; although Lanxiang ended its training cooperation with local troops as early as 1997, the rumor still continues to grow by grafting it onto the Zhengyu joke.

The sense of mystery arouses people's curiosity. It is for this reason that the story of the sweeping monk with a negative presence in "Demi-Gods and Semi-Devils" turning into a peerless master in a matter of minutes can arouse people's excitement. In the eyes of the public, Lan Xiang, with its local flavor, also has this potential. With rumors of "military background" and "cradle of hackers" spreading, the country-style excavators and truck cranes seem to be as majestic as aircraft carriers.

Grassroots people become winners in life, losers marry beautiful and rich girls, this kind of counterattack plot has always been very popular. Lan Xiang seemed to possess all these factors: he was born in a humble family, was not good-looking, but possessed extraordinary martial arts skills, and just "hid his merits and fame". No wonder its popularity is so great that even Tsinghua University and Peking University cannot catch up with it. If Tsinghua University and Peking University are Shaolin and Wudang, the traditional famous and upright sects that dominate the order of the underworld, then Lanxiang is comparable to the Ming Cult, which relies on the poor and lower-middle peasants and follows the grassroots route, but can grow rapidly and even directly challenge the underworld order dominated by the elites.

To become a "god-like existence", just relying on exaggerated rumors is enough to take the first step in practicing "Sunflower Manual". In order to achieve the ultimate level of cultivation, one must rely on the help of social network communication.

Fortunately, in an internet culture dominated by populism and loser genes, Lan Xiang's natural temperament is very much in line with netizens' needs for spoofs and deconstruction - even if its technicians have superb skills and high salaries, it is difficult to separate themselves from the "wake-up brick-moving imagination".

Therefore, it is not difficult to see that many sarcastic jokes and videos have "blackened" Lanxiang and spread virally on the Internet; and film and television works often incorporate Lanxiang elements in order to create laughs. For example, in the movie "Love Is Not Blind", Wang Xiaojian wanted to cut Huang Xiaoxian's bangs, and Huang Xiaoxian frowned and asked: "Do you have a diploma in beauty and hairdressing from Lanxiang Technical School?"... And Lanxiang accepted it all. The staff of Lanxiang Advertising Department even edited the "free product placements for Lanxiang" made by TV dramas, media and netizens into a half-hour film and circulated it online.

In August this year, a passage from Lanxiang Technical School Principal Rong Lanxiang's speech at the 2014 graduation ceremony was widely circulated on the Internet: "Students, our Lanxiang Technical School is a place where you learn real skills. We don't play tricks. If you learn to be an excavator, you dig the ground well. If you learn to be a chef, you cook well. If you learn to be a tailor, you make clothes. If we at Lanxiang don't learn skills in a down-to-earth manner, then what is the difference between us and Tsinghua University and Peking University?" Although Rong Lanxiang later denied mentioning Tsinghua University and Peking University, this did not prevent the popularity of the "mocking" style of speech - "Lanxiang style". Many netizens made sentences based on this: "Classmates, we in Peking University and Tsinghua University are all about being elites, we don't play tricks. If you study literary creation, you can beat Mo Yan, and if you study economics and finance, you can marry Wang Sicong. If we in Tsinghua University and Peking University don't pursue higher life goals in a down-to-earth manner, then what is the difference between us and Lanxiang Technical School?"

And building relationships with Tsinghua University and Peking University is also something Lanxiang is good at. When the ice bucket challenge was popular, Lanxiang made a video, "Lanxiang students completed the ice bucket challenge with an excavator and named Tsinghua University and Peking University." Manually connect to the "Wifi hotspot" of the hot topic, and deliberately put the "user name" together with Tsinghua University and Peking University. It can be seen that if you want to be popular, you have to add fuel to the fire yourself.

So, if you want to learn self-marketing, Lanxiang is still Lanxiang!

Author: Partners of Adgate

Source: Partners of Adgate