Brand marketing and promotion techniques for the movie "Nezha"!

introduction

A good brand story can establish brand associations. A brand story that is “ignitable” enough can make consumers feel passionate and inspired, and become something that they continue to pay attention to and discuss.

To tell a good brand story, you must first determine the story thinking, which determines the tone of the brand story. Compared to simple information listing and didactic information cramming, an inspiring brand story is applicable in any era.

The most successful brands are always those that make consumers worship them like a religion. As a pioneer of brand belief, Apple has moved from advertising attention to brand attention, from brand attention to brand appreciation, and finally completed the purchasing behavior, generating a sense of pride and belonging.

The most successful movies are always those that make the audience automatically immerse themselves in the characters of the movie. "My destiny is in my own hands" is the fateful slogan of Nezha, the protagonist of the movie "Nezha", and it is also a cry of the animation industry. The "burning" point of the movie "Nezha" defied fate and completed a counterattack.

This summer’s surprises include not only the “out-of-the-box” variety show “Summer of the Band,” but also the movie “Nezha: The Devil Child Comes into the World,” which topped the Chinese animated film box office.

The exciting "Nezha" has inspired the Chinese people. The box office has exceeded 2.7 billion yuan, surpassing the 2.67 billion yuan of "Fast and Furious 8". It is currently ranked 8th on the Chinese movie box office list.

"Burning" and "passionate blood" have almost become synonymous with Japanese movies, from "Astro Boy", "Dragon Ball" to "One Piece", "Naruto", "Gintama" and to "Slam Dunk", which has the title of "The Great Demon King of Burning World". Chinese audiences, who have been "watered" by Japan's "burning" movies for many years, can now finally be "excited" by domestic movies.

Sadness, love, loneliness, solitude, nostalgia, attraction, these words representing feelings, at first glance, do not seem to have much to do with the brand. In the humanistic care stage, the brand should not only provide humanistic care to consumers, but also regard itself as a living body, as a "person". Of course, people have emotions, joy, anger, sorrow and happiness.

As one of the labels of a brand, words with strong subjective intentions can not only make consumers feel that the company is keeping pace with the times, but also make consumers have a strong sense of brand belonging and pride after completing the purchase.

1. The “burning” market will never lack audiences

Who are the people most easily ignited by the "ignition" point? Without a doubt, it is the young people. "Passion" and "passion" are the emotional outlets for young people who are frustrated and eager to change their own destiny.

When young people automatically put themselves into the role of the little Nezha who fights against heaven and earth in the cinema, they recall that they themselves were once defined rudely and arbitrarily by the secular world, and they extremely desire understanding and respect.

Birth is defined as a magic pill. Even if Nezha did nothing, the villagers would still stay away from him when they saw him. Facing the injustice of fate and the misunderstanding of people around him, the typical oriental "passionate" idea of ​​"man can conquer nature" is really "burning".

The key word of "Ran" is "reversal". Chicken soup that can change one's own destiny will never have to worry about not having a market, because this bowl of chicken soup is loved by both Westerners and Easterners, children and the elderly.

2. Brand’s “burning” moment

l Brand's "burning" moment Source 1: The founder's super IP

First of all, one of the necessary conditions for "ignition" is the soul figure. No matter it is the mythical figure Nezha, Apple's Steve Jobs, Luo Yonghao of Smartisan Technology, etc., the founder's super IP is always the soul of the brand.

The 21st Century Dictionary states that timeless brands are those that represent a world view, in which consumers can find themselves, and in which they can develop a sense of belonging after the purchase is completed.

This requires brands to find their own "passion". Back then, the think different advertisement saved Apple "single-handedly", relying on Apple's own "burning" and "passion". "We have to prove that Apple is still alive and well and that it stands for something different," Jobs said.

Reposition, reshape the brand image, reorganize the product line, break out of the inherent thinking, and become the unique Apple. Jobs and think different advertising creative chief executive Lee Clow both believe that "the Apple brand represents those who think outside the box and who want to use computers to help them change the world."

Such an Apple is bound to attract a large number of loyal supporters, because they can feel the crazy power, the determination to compromise with life, and the passion that hopes you will "go away for half your life and still be a young man when you return" in Apple.

Entrepreneurs with the surname Luo seem to be keen on building personal IP and forming brand beliefs. First, Luo Zhenyu liked to record inspirational entrepreneurial stories and inspirational stories, and then Luo Yonghao's "Old Luo Quotations" became popular all over the country.

As the best crosstalk teller in the mobile phone industry, Luo Yonghao's fans believe that he has profoundly changed the world. The Hammer phone is a disruptive product, and the birth of Hammer Technology is to make the world a better place.

Luo Yonghao's own experience has become the brand story of Smartisan Technology, including how he left the comfort zone of English training and the various setbacks he encountered in the process of creating the Smartisan phone. After the early "passionate" brand story was basically rendered, the middle period was to render the "mess" of Luo Yonghao's idealism and perfectionism, by describing the story of Luo Yonghao spending 10,000 yuan to buy an office chair for his employees.

In the same way, they construct a unique identification symbol of their own and build their own personal IP, which over time becomes a sense of ritual and eventually forms a brand symbol. Once a group of brand enthusiasts is formed, they will form a community where they share the same values ​​and worldview.

The downside of brands being keen on building personal IP is that once the personal image collapses, the corporate image will also plummet. Jia Yueting: “Many people say that we are telling stories and bragging. But, so sorry, all the things we boasted about are becoming reality one by one.” He has inevitably become “Jia Yueting who will return to China next week.” Luo Yonghao's "Luo worship" is gradually coming down from the altar, and his new product "FLOW" e-cigarette is not "FOLW" at all. In the face of doubts, Luo Yonghao, who still has the dream of saving the world, spoke up for himself: "Although I have reached the end of the road, my creativity has just begun to develop."

In the mid-1990s, Chu Shijian built "Hongtashan" into a famous Chinese brand, and the Yunnan Yunnan Tobacco Factory became a well-known large-scale tobacco company. However, in 1999, Chu Shijian was sentenced to life imprisonment for economic problems. Three years later, Chu Shijian, who was released on medical parole, and his wife contracted a barren hill in Ailao Mountain and began to grow oranges.

In 2012, 85-year-old Chu Shijian became the "Orange King of China". By 2018, the market value of Chu Orange had reached nearly 200 million yuan.

Chu Shijian's rich life experience has endowed Chu Orange with extraordinary brand value since its birth. Another name for Chu Orange is Inspirational Orange.

Wang Shi once said: "The measure of a person's success is not how high he climbs to the top, but how strong he bounces back after he hits the bottom."

Compared with the quality advantages of similar oranges, Chu Orange’s more important cultural value is its spiritual advantage, as well as its cultural advantage. This is a selling point that is unmatched by similar oranges. Chu Orange’s emotional marketing has won at the starting line.

l  Source 2 of the brand’s “burning” moments: The power of words with a high “burning” point

It is not difficult to find that whether it is the movie "Nezha" with a burst of "burning" points or the idealistic mobile phone Hammer Technology, the "burning" points of film and television works and the "burning" points of brands are actually the same "burning" points.

The second is the power of words with a very high "ignition" point. In film and television works, it means the protagonist "speaking for himself". Nezha's words "My fate is in my own hands, not in the hands of God" have moved countless audiences in movie theaters. If placed in a brand, it is very likely to evolve into the sologan of the brand.

The copy of Apple's THINK DIFFERENT advertisement is a perfect combination of thought and action: Salute to those crazy guys, they are unique, they are unyielding, they stir up trouble, they are out of tune, they look at things differently, they don't like to stick to the rules, and they are not willing to settle for the status quo... Maybe they are crazy in the eyes of others, but they are geniuses in our eyes. Because only those who are crazy enough to think they can change the world can actually change the world.

The lyrics of "The Last Goodbye", the background music of the advertisement endorsed by Phelps for UA, are written as follows: "I swear, this is the last farewell; I have no regrets about the past... I swear, this is the last farewell. The visible brilliance comes from the experience in the darkness."

Sports brands are born with the ability to create just the right flavor of "hot-blooded chicken soup" because sports are often associated with "hot-bloodedness".

In Nike’s theme commercials, “not believing in limits” and “giving it your all” are both descriptions of Nike’s “passion”. Not believing in limits means not defining yourself by the past, but rather subverting others' expectations of you and even breaking your own goals. It means abandoning the attitude of once and for all and having full confidence in "going all out."

"Life always has ups and downs, but the spirit can be passed on." This is the advertising slogan of Chu Orange, and it is also a microcosm of the life of Chu Orange's founder Chu Shijian.

Benlai.com continues to magnify the selling points of Chu Orange, dividing ordinary oranges into passionate version, ideal version and customized version. Even the packaging box is printed with the words "Life always has ups and downs, but the spirit can be passed on", which brings out the inspirational attributes of Chu Orange to the fullest.

Chu Orange's inspirational brand story automatically brings consumers into the story with their own emotions. No one has a smooth life. Everyone makes mistakes. Some people choose to move forward after experiencing setbacks, while others choose to sink forever. Once such a similar scene occurs, the user's emotions will be quickly triggered.

• Conclusion•

The movie "Nezha" wins because of its "excitement" and its unyielding passion.

A story that is "exciting" enough can be passed down as a brand story for a long time, but pouring too much "passion" and "chicken soup" into the brand will only backfire.

In the later stages of brand development, a brand story that is full of "burning" points cannot become the brand's core competitiveness. In the early stages of development, you can "rely" on passionate brand stories, but the market does not recognize a story or a name. The most important thing is product quality, and quality is the core.

Author: Clockwork Brown

Source: PR Home