The top ten "down-to-earth" advertisements of 2019, I am convinced!

I heard that advertisers have received another difficult test this year. Not only are they facing old problems like budget cuts and lack of inspiration, they are also being caught off guard by new types of marketing, such as link marketing, KOC, and live streaming.

However, no matter how difficult the exam is, there are people who get high scores! The ten "three good students" introduced to you today are far ahead with their "down-to-earth" answering ideas. In the rapidly changing environment, they declare: the more down-to-earth the creativity, the more moving the advertisement .

Based on comprehensive indicators such as group image, life-likeness, regionality, project content richness and response, the list of the top ten "down-to-earth" advertisements in 2019 is presented here . The ranking is in no particular order, all those on the list are important! You’re welcome. Here is the first wave of “2019 Advertising Circle Final Exam Key Review Materials” for you. Let’s take a look at how these high-scoring papers attract audiences, resonate with readers, move people’s hearts, and become popular.

*Only nationwide inventory, not involving overseas projects

1. "Good Life, Alipay": Focusing on the big and small things in people's lives

Agent: F5 Shanghai / Damen Interactive Beijing / SEED United Guangzhou

From a simple payment platform at the beginning to one that covers all the big and small things in people's lives, Alipay uses 52 posters of ordinary people and a 30-second TVC to make the product functions easy to understand.

The video ads released simultaneously on CCTV and online platforms showcase the convenience of daily mobile payment scenarios; similarly, the 52 posters in the series also capture the lives of various people, telling the daily stories of people from all walks of life and all circles using Alipay. It can be seen from their smiling faces that various difficulties in life in the past have now been resolved one by one by the dozens of product functions built into Alipay.

2. Huang Bo lent his voice to Kuaishou’s May Day inspirational short film. Everyone has his or her own struggle!

Agent: TOPic

Although Kuaishou also displays the social group portrait, it further subdivides it and presents the portraits of ordinary and upward-looking people from the lower class.

On this year’s May Day, Kuaishou launched a brand campaign titled “Everyone Has Their Own Struggles”, once again capturing the extraordinary lives of ordinary people. The short film is co-starred by Kuaishou users, including a wandering singer live-streaming on the street, a food stall owner setting up shop with a pregnant belly, and even an armless girl playing the piano with her feet. In comparison, they may be the ones who truly deserve to say "My life is so difficult", but these people choose to face the ups and downs of life with a smile.

Struggle belongs to everyone who strives to move forward. On Labor Day, Kuaishou filmed their stories and asked everyone: "What are you struggling for today?"

Alipay and Kuaishou have insight into the life style of ordinary people , and the following creative directions are in line with the spirit of young audiences .

In 2019, faced with the contemporary youth who are obsessed with depression, the output of positive energy with too high purity is gradually no longer in line with the tastes of young consumers. So, how to communicate with today’s young people in a truthful, equal, humorous and rational way? Let’s take a look at what the following four brands do!

3. Are you a problematic person? Zhihu releases 2019 new brand film

Agent: Beijing Qige Image

Zhihu, which is characterized by its question-and-answer model, covers all kinds of problems in life and all kinds of questioners.

As a new brand film in 2019, "We Are All Problematic People" marks Zhihu's strengthening of its social attributes, the characterization of platform users, and its in-depth thinking about real life. The reality is not so many easy "thank you for the invitation", but is full of a hundred thousand difficult to answer "whys". In addition to providing insights into life, Zhihu does not stop at the difficulties caused by problems, but takes a step forward to tell young people that it is these problems that make life interesting. On Zhihu, you will meet many "new knowledge young people" like yourself.

4. Keep has changed! "This is all considered Keep" makes exercise a part of daily life!

Agency: KARMA

Keep, who sang “Self-discipline gives me freedom”, is a bit wild this year.

Contrary to the product-to-brand communication path, Keep, whose brand image is deeply rooted in people's hearts, is now returning to products and daily life, preparing to speak to potential consumers who do not care about exercise. "This is All Keep" consists of 14 lightweight videos of about 20 seconds each, grafting unexpected ways of exercise into expected life scenes. It is rooted in life and closely related to sports, while also deepening the memory points of product functions.

I'm the best at rush hour.

It doesn’t matter who swipes the card when eating, what matters is whether the calories are swiped

5. Momo’s “Anti-Terrorism Video”: The Personality Should Be Thrown Away

Agent: Global Times Beijing

"It's not that you don't fit in, it's that the group doesn't fit in with you." I believe this sentence has comforted many young people.

In recent years, the term "social phobia" has been used by more and more people to mock themselves. After all, where there is social interaction, there is social phobia . Based on this, Momo created 10 magical realist theaters, all of which are from the lives of young people. They are not only very real, but also very heart-wrenching. Faced with the "toxic" real social scene, Momo does not advise young people to try to fit in, but instead calls for "socializing to be easier."

6. A nostalgic video for Bilibili’s tenth anniversary. Let’s “cheers” to our youth!

Agent: oookini Shanghai

Bilibili’s tenth anniversary short film earned many people’s tears.

Over the past ten years, Bilibili has grown together with its users. Therefore, this anniversary film is not dedicated only to "people in their youth", but to "all those who love youth" . In the face of the updating and iteration of its user base, Bilibili’s tenth anniversary short film looks back at the website’s original user base of the 80s and 90s, recording their ten-year life trajectory from campus to society. The film's theme song, plot setting, costumes and props, and other elements are all tear-jerkers called youth.

In addition to the above two solutions, there is another type of advertising that captures the audience in a regional segment by tapping into the “local” vibe.

This year, many advertising ideas have used China's different provinces and regions as the entry point to strengthen the collective sense of local audiences, and use local insights to create good works that are close to human nature. Instead of causing a communication barrier for audiences outside the local region, it provides many references for future localized marketing.

7. NIKE: Beijingers are not good at talking but not doing. Don’t believe me, obey me.

Agent: W+K Shanghai

Beijing athletes have the arrogance to brag and the dominance to win championships.

Nike collected real conversations between athletes at Beijing competitions and used authentic Beijing teams and Beijing dialect to create five absurd and humorous skits to highlight the craziness and coolness of Beijingers. Provocative lines in the video such as "I will beat you so badly today", "If I shut you out, you will eat the ball", "I can beat you even if I am on the same team with my grandma" can easily arouse the fighting spirit of basketball fans.

Nike carried this passion into the offline "Beijing 99" basketball trials and specially designed 99 jerseys with mythical beast totems, renovating the traditional Chinese culture carried by Beijing and shaping Beijing's unique personality and temperament in all aspects.

8. Nestle Coffee: This is our Beijing-style theme store

Agency: Ogilvy

Click here to view project details

This spring, a new coffee shop opened in a Beijing hutong - "A Cup of Coffee, a Feeling of Beijing".

As the third offline pop-up store of "Gan CAFÉ", Nestlé Coffee rebuilt a traditional courtyard house in the central area of ​​Beijing's old city. In the store, people can not only enjoy coffee meals combined with Beijing snacks such as donkey rolls, orange soda, and pea yellow, but also appreciate the origins of Beijing culture through the five senses of sight, hearing, taste, smell, and touch. It not only maintains the high brand level, but is also friendly enough to the people.

9. IKEA's new products, "traveling" in the streets and alleys of Xi'an for twelve hours

Agent: Meowstar Interactive Xi'an

Taking advantage of the popularity of “The Longest Day in Chang’an”, IKEA took us on a tour of the twelve hours of “contemporary Chang’an people”.

Huimin Street, Shuyuanmen, old residential area, vegetable market, roadside stalls, Xicang Market... the team walked the streets and shot 12 posters of new IKEA products within 48 hours. When Nordic design is combined with the city of Xi'an, the style not only does not feel out of place, but also has a sense of everyday life.

IKEA, known for its people-friendly approach, has once again won a lot of favor among the Chinese people.

10. The Royal Hotel in Jiaoxi, Taiwan is so willful that it invited Mazu to be its spokesperson

Agency: Ogilvy Taiwan

You may not believe it, but in Taiwan, the Mazu, who is worshipped by everyone, has become an internet celebrity.

In October this year, the Hotel Royal Jiaoxi in Taiwan launched the “Queen on Vacation” advertising campaign. The image of the traditional cultural heritage sea goddess "Mazu" was revitalized and portrayed as an internet celebrity joke teller active on social media, who spouts golden sentences while having fun, always encouraging young people in the workplace to take a break and relax. Do you dare not listen to the teachings of the "Goddess"?

Finally, follow the class representative and recite the top ten "down-to-earth" advertisements:

Alipay that makes people "live well", Kuaishou that shows every struggle, Zhihu that gathers "people with problems", KEEP that allows people to exercise anywhere, Momo for easy socializing, Bilibili for "cheers" with fans, Nike that says "don't believe me, obey me", Nestle Coffee that opens a pop-up store in the hutongs, IKEA for free tours in Xi'an, and Jiaoxi Grand Hotel that invites Mazu to be its spokesperson.

Of course, there are far more good advertisements in 2019 than these. There will be five major lists and review materials to be released in succession . I’ve got you covered for all the advertising knowledge you need this year!

Author: Editor

Source: Editor