How to take advantage of the “Tomb-Sweeping Day” trend for promotion and marketing?

The Qingming Festival is coming soon. In this issue, the author will review and analyze the posters made by some brands in the past, so that we can learn from others’ experiences.

Inventory is not the same as enumeration, it needs to be combined with creative thinking analysis

Nowadays, many poster reviews are just listed and then simply complained about, without any analysis based on the brand characteristics and theme elements. For readers, apart from feeling that a certain brand’s poster is great or another brand’s poster is not good, they do not receive any useful information at all.

I would like to throw out some ideas here and use my familiar creative thinking to analyze the previous Qingming Festival node posters. I will also discuss the selection of theme elements and the creation methods. I hope it will be useful to everyone.

Theme elements:

Theme name: Qingming Festival Color: Green Symbolic items: Qingming Festival food, Du Mu's poem (rains fall heavily during the Qingming Festival) Customs: worship, outing, wind, short holiday zither, etc.

analyze

1. Tencent Security Manager

Select the theme entry point: Theme name (Qingming)

Analysis: The word “qing” in “qingming” is interpreted as “cleaning” by using the method of word splitting and interpretation. The “almanac” is used to explain it. On the one hand, it enhances the theme element (the traditional twenty solar terms and ancient Chinese books are both traditional culture). On the other hand, it combines the brand characteristics (the cleaning function of the safety housekeeper) with the theme element (the theme name - qingming).

1. OnePlus mobile phone

Select the theme entry point: theme name (Qingming), color (turquoise)

Analysis: Using the method of splitting words + explaining their meanings, the word "qing" in "qingming" is interpreted as "clear", and the word "ming" is interpreted as "bright". The interpretation is combined with the brand characteristics (OnePlus mobile phone’s selling point of clear photography), and the color of turquoise is used to highlight the theme element (color), which is simple and clear.

1. BYD

Select the theme entry point: theme name (Qingming), color (turquoise)

Analysis: Using the method of splitting words + explaining their meanings, the "Qing" in "Qingming" is interpreted as "Qing Dynasty", and the "Ming" is interpreted as "Ming Dynasty", which is similar to the change of "Anti-Qing and Restoration of Ming" to "Qingming and Double Ninth Festival" in "The Deer and the Cauldron". The interpretation is combined with the brand characteristics (BYD's Tang, Song, Yuan and Ming dynasty series), and the color is green, which highlights the theme element (color) and is simple and clear.

1. Meizu mobile phone

Select the theme entry point: theme name (Qingming Festival), custom (outing)

Analysis: The method of splitting words is adopted, and the “明” in “清明” is split into “月”. Then, through design, the “月” is simulated into the “丹”, and combined with the “青” in “踏青” to form the two words “丹青”. In line with the brand characteristics (Danqing is a series of Meilan mobile phones), the color used is turquoise to further highlight the theme element (color).

Suggestion: Actually, there is no need to incorporate outing. It is more clever to simply split the word "qing" into "qing".

1. Weilong

Select the theme entry point: iconic objects (poems)

Analysis: Using the method of paraphrase + interpretation, "May I ask where the tavern is, the shepherd boy points to Xinghua Village in the distance" is transformed into "May I ask where the spicy strips are, the shepherd boy points to Weilong in the distance", through interpretation composition. Combined with the brand characteristics (Weilong product name + spicy snacks), the design uses traditional Chinese painting style, and the composition refers to the illustrations in the Chinese textbook of Du Mu's poem "Qingming".

1. Sohu News APP

Select the theme entry point: iconic objects (poems)

Analysis: Using the method of paraphrase + interpretation, "It rains heavily during the Qingming Festival, and the pedestrians on the road are heartbroken" is transformed into "It rains heavily during the Qingming Festival, it is better to watch the news at home." Interpret “It rains heavily during the Qingming Festival” as it is inconvenient to go out on rainy days, and combine it with the brand characteristics (reading news at home on Sohu).

1. Jomoo Bathroom

Theme entry points: iconic objects (poems), colors (turquoise)

Analysis: By adopting the method of paraphrase + homophony + word splitting, "May I ask where the wine shop is, the shepherd boy points to the distant apricot blossom village" is transformed into "May I ask where the Jiujia is, the shepherd boy points to the distant apricot blossom village". "Wine" is transformed into "nine" through homophony, and the product name "Jiumu" is split into "nine", and the word "mu" is incorporated into the poem. Combined with the brand characteristics (Jomoo product name), and designed in traditional Chinese painting style, the theme elements are highlighted.

1. Mazda

Select the theme entry point: iconic objects (poems)

Analysis: Using the method of paraphrase + interpretation, the phrase "During the Qingming Festival, rains fall heavily, and pedestrians on the road are almost heartbroken" is transformed into "During the Qingming Festival, rains fall heavily, and it is safe to walk or drive in the rain." "During the Qingming Festival, rains fall heavily" is interpreted as driving in the rain is easy to slip and unsafe, and this is combined with the brand characteristics (grip technology).

1. glory

Select thematic entry points: iconic objects (poems), customs (outing)

Analysis: Using the method of paraphrase + interpretation, "May I ask where the tavern is, the shepherd boy points to the distant Xinghua Village" is transformed into "May I ask where the tavern is, the AI ​​points to the distant Xinghua Village". The word "borrowing questions" is emphasized, explaining that pedestrians need navigation when asking for directions when outing. Combined with the brand characteristics (asking the AI ​​navigation function), the word "remote pointing" is added to vividly highlight the accuracy of navigation.

1. Mengniu Pure

Theme entry points: iconic objects (poems), customs (flying kites)

Analysis: The design adopts the method of paraphrase + originality, paraphrasing the first sentence of Du Mu’s poem “Qingming” as “Flowers are in full bloom during the Qingming Festival”, and the following three sentences create original content related to the brand characteristics. At the same time, there is also kite flying on the screen to highlight the theme elements.

1. Midea

Theme entry points: iconic objects (poems), colors (turquoise)

Analysis: By using the method of adaptation, Du Mu's "Qingming" is transformed into content related to the brand characteristics, and the theme elements are strengthened through color.

1. Durex

Select the theme entry point: Customs (Memorial)

Analysis: By choosing the theme element of the grave as the memorial, the confession is combined with the theme element, highlighting the erotic characteristics of Durex.

1. elephant

Select the theme entry point: Customs (memorial ceremony)

Analysis: Similar to Durex, but more inclined to commemorate the old friends. Comparing sperm to the old friends highlights the characteristics of Elephant as an adult brand.

But is it appropriate to make such a joke on the day of commemorating the deceased? If Durex is the fun of love, then the elephant is the vulgarity of making a joke about death.

1. Vipshop

Select the theme entry point: Customs (Memorial)

Analysis: In fact, Vipshop’s entry point is very good. The lost youth, coupled with the crazy screen-sweeping of youth campus-themed works, will indeed resonate with the audience, and the creativity is indeed good.

Suggestion: Strengthen the integration with brand characteristics. The creativity is good, but the brand characteristics are weakened or even nonexistent. It would be much better if we add words like Vipshop has youthful quality and is well recommended.

Vipshop has a good idea, but, if it’s not the watermark, how can we tell from the idea and the picture that this is Vipshop’s poster? I think it is suitable for any brand, right?

This involves the issue of universality, which I have emphasized many times. You can refer to previous articles for this question, and I will not go into detail here. Below is a Qingming Festival poster that failed to achieve universality:

1. Coca-Cola/Tongcheng Travel

Select the theme entry point: Customs (outing? Spring outing?)

Analysis: The entry point was very poorly chosen.

Among the elements of the Qingming Festival, the one that has the strongest characteristics of the Qingming Festival is of course the theme name (Qingming), followed by memorial services (tomb sweeping).

The so-called strongest characteristics refer to: non-homogeneity, the most obvious difference from other theme elements, so that the audience can know at a glance that it is the Qingming theme element. From this we can see that the weakest characteristics of Qingming Festival are outing, spring outing, green color and short holidays, because the first three are not only present in Qingming Festival, but also in other festivals and solar terms in early spring, and there are even more short holidays.

Coca-Cola/Tongcheng Travel actually chose the theme element of outing. Just looking at the pictures and text, who could have thought that this was Qingming Festival?

This is a poster with strong universality. The so-called universality means that it is suitable for all brands or themes. This Tomb-Sweeping Day poster by Coca-Cola/Tongcheng Travel is a universal theme, suitable for all spring themes.

1. QQ Browser

Select the theme entry point: Customs (Small Holiday)

Analysis: Just like Coca-Cola, the entry point is very poorly chosen. Short holidays are also a very universal entry point, whether it is National Day, Dragon Boat Festival or Mid-Autumn Festival.

1. Jiang Xiaobai

Select the theme entry point: Title name (Qingming Festival)

Analysis: There is nothing wrong with the entry point of Jiang Xiaobai’s Qingming poster, but there is a problem with the way it combines brand characteristics, or in other words, the brand characteristics highlighted each time are the same - each time it plays the emotional card, and the copywriting is all from the same template, the pattern design is also very similar, and the recognition is not strong.

If you don’t believe it, take a look at Jiang Xiaobai’s Spring Equinox poster:

Is there any difference? It's all a template.

(1) After the rain, love warms people’s hearts - xx can be changed to any theme name, it is very universal.

All things grow worthy of spring, and drinking and chatting worthy of the warmth - "spring", the weakest element in the theme of the vernal equinox, was chosen because it is very universal.

The copywriting is all about emotions, one for the Spring Festival and one for warmth, so lazy.

(2) The pattern construction is very templated, and many of them are compositions of "drinking and chatting happily".

This is Jiang Xiaobai’s biggest shortcoming in node marketing: winning by emotion and gradually falling into the routine.

The entry point of Qingming Festival theme elements that no brand has used

The theme name and Du Mu's poems are the most characteristic theme elements of Qingming Festival, but most people only choose to decompose the characters or use them in a paraphrase.

Here I provide two dry goods entry points for your reference:

1. Theme name: Along the River During the Qingming Festival

The word Qingming is used a lot, but the Qingming Riverside Scene, which is as popular as Qingming, is also a very novel and fresh entry point. It can be processed through homophony, word splitting, etc. I will write it down casually:

"Six walnuts: Qingming two! The Qingming season is hot and cold, so please take care of yourself. Six walnuts are doubled!"

1. Custom: Multiple punctuation in Du Mu's poems

Similarly, Du Mu's poems use it a lot, but they are all paraphrases. In fact, friends who are familiar with this poem know that this poem can be divided into many ways, thus forming including but not limited to:

It rains during the Qingming Festival, and the pedestrians on the road are heartbroken.

May I ask where the tavern is? There was a shepherd boy pointing to Xinghua Village in the distance.

It rains during the Qingming Festival, and people are heartbroken.

May I ask where the tavern is? have! The shepherd boy pointed to Xinghua Village in the distance.

During the Qingming Festival, the rain falls heavily on the roads, making people feel heartbroken.

I asked the tavern owner where the shepherd boy was and he pointed to Xinghua Village in the distance.

During the Qingming Festival, it rains heavily.

On the way. Traveler: (with a broken heart) May I ask where is the tavern? Shepherd boy: (pointing in the distance) Xinghua Village.

Different changes can be made according to different needs. The first one is long and short sentences, the second one is a novel, the third one changes the original meaning, and the fourth one becomes a script.

This very interesting change can be used in Qingming Festival marketing , for example: it can be likened to customizable furniture, vehicle interiors, etc., where the same elements and accessories can produce different effects.

During Qingming Festival, we can commemorate the dead, but we cannot exploit them.

(Picture from the Internet, deleted if infringement)

Source: "Weird Brain Hole"