In addition to Peppa Pig, there are 3 other hot marketing campaigns worth watching during the Spring Festival!

Many years ago, when I was a new copywriter,

Once I served a foreign company, probably in November,

I was "fortunate" to see an English brief from Party A's headquarters.

There is a word in it that has left a deep impression on me to this day:

CNY !

It turns out that foreign companies pay great attention to the Chinese New Year.

They believe that this important festival is the peak sales period of the year.

But they don’t call it Spring Festival, but CNY.

That is Chinese New Year !

This year's CNY hot marketing,

Besides the extremely popular Peppa Pig,

I think there are three more ads worth watching.

These three ads, three styles:

Some are determined to make blockbusters, and the bigger they are,

It is high-end and expensive ;

Some try to open up to you and win with their writing.

It is both heartfelt and sentimental ;

Some are just being frivolous and cute, and are good at imaginative thinking.

It's a bit shabby and earthy .

Let’s take a look together.

1. Pepsi "2019 Bring the Fun Home: Star Reachers"

Since the first “Bring the Fun Home” brand campaign was launched in 2012,

After earning enough tears from the Chinese people and achieving huge success,

Since then, through continuous persistence and exploration,

Every Spring Festival, a brand micro-film is presented.

After 7 years, "Bring the Fun Home" was turned into a marketing IP.

The connotation of the appeal revolves around "home is not determined by distance, happiness is not determined by size" .

This year, Pepsi upgraded the appeal of its IP in this Lunar New Year film.

Changed from the previous warm style,

With the language of futuristic and technological blockbuster movies,

Interpretation of "Home makes us who we are and supports everyone moving forward"

New connotations and new demands.

Still stars + emotions + New Year's greetings, this film

Deng Chao, Zhang Yishan, Liu Haoran, Zhou Dongyu, Yang Yang,

Also starring is PepsiCo New Year's Special Ambassador Zhai Tianlin.

At the same time, at the end of the film, G.E.M. Deng made a surprise voiceover for "No Matter How Far We Are, We Will Be Together".

After watching it, I just want to say: "Wow, so classy (rich)!"

In fact, I really think that the "Star Picker" is so concrete.

It really feels like I'm just wasting money on fun.

Everyone can see that the so-called "star pickers" here

It’s each of you and me who strives for our dreams and reaches for the stars.

But when it really comes to shooting the stars in the sky,

But there is also a majestic and shocking sense of the end of the world.

The poster copy is quite standard.

There are also a few bright spots and universal values.

Good copywriting that can stand out from the story text.

For example, Liu Haoran, Zhou Dongyu, and Deng Chao,

The last sentence of Brother Chao really hits the nail on the head.

Zhang Yishan

"I will do my best to ensure your safe return"

Liu Haoran

"When I was little, you lifted me up.

When I grow up, I will fly higher with your instructions."

Zhou Dongyu

“Time shapes our clothes and appearance, but our taste buds always stay true to home.”

Yang Yang

"Even if we are light years away, we will wait for you to come back from the stars"

Zhai Tianlin

"After the countdown, we fly towards the unknown, for you and my childhood dream remain unchanged"

Deng Chao

“No matter how far you go, home is always behind you.”

2. Land Rover: Everyone Has a Way Home

Land Rover once started a journey of the 24 solar terms with Wu Zun.

This year's Spring Festival marketing once again joins hands with Wu Zun to interpret the journey home.

This video looks so familiar to me.

This tone, this copy, even the dubbing,

Isn’t this the Baidu Takeout video “Life is nothing more than 10,000 meals”?

I seriously doubt that it was filmed and produced by the same team.

Or it could be an agency that rivals the one run by Baidu Takeout.

But the writing is still impressive!

Everyone on the road

No matter where you go

I can't forget where I came from.

She is the visible nostalgia

There are thousands of ways to say goodbye

There is only one way home in my heart

People's life is on the way home

Some people go home every day

Going home is a piece of cake

She has no surprises.

But sometimes, it also carries the most beautiful surprises

For some people

Going home is a symbol of luxury

When you have no choice

Will let the taste buds go first

Eat well, dress warmly, and work hard

In this way, we are one day closer to returning home.

There is a kind of going home, going back to someone else's home

We look forward to love and long for a final decision

But gradually I got used to it and learned complex expressions

There is a kind of homecoming that is never expected

You are afraid of silence

Forced to befriend loneliness

Some people are anxious to go home to fulfill their promises

Someone brought the promise with them

Some people think about it day and night, just for the reunion

Some people use their cars as their homes, just to be alone for a while

Some people make their own camps on the land, while others make the whole world their home.

There's always someone waiting for you to come home

There are people ready to take you home.

Rain or shine, happy or sad

Everyone has a way home.

Don't forget to go back to the home of the road tiger

3. JD.com Spring Festival Marketing Video

Jingdong probably tasted the sweet fruit of the first two times.

After all, there aren't many things that can go viral these days.

So JD.com continues to rush down the silly and tacky road!

This time, JD.com launched 5 mobile phones and peripherals.

Still the familiar cheap and mean creative ideas and copywriting,

I took good care of all the relatives and naughty kids during the Chinese New Year...

1. Specially designed for people who are good at comparing themselves with others

Surrounded by 439 rubies, 2 emeralds and 2 diamonds

It's the New Year, and I was accidentally placed on the coffee table

Even relatives who like to compare with others will turn their heads and look into the distance.

A property certificate worth 2,474,000 yuan that can make phone calls

There isn’t even a camera, but you just can’t afford one !

2. Special treatment for those who are obsessed with sunbathing

I, with my own solar-powered paper, have been given nicknames by many people.

Just sunbathe here, no need to sunbathe for 180 days

As long as there is light, there is electricity. As thin as an A4 paper, it can be charged for a lifetime.

It’s Chinese New Year, give relatives and friends a gift worth showing off

Generate power with love, recharge with me , celebrate the New Year with full power

3. Special treatment for selfie freaks

What, forgiveness color? Stupid

The mountains are dark blue, the water is blue, this is the dark blue color

Come, take a selfie with me

If God can't give you the beauty, I will give it to you.

Does it matter if you don’t even know your mother?

You are so beautiful, who dares to reason with you?

4. Special treatment for naughty children

I am the three-year college entrance examination and five-year simulation in the mobile phone industry.

Possesses bilingual textbook reading function

Open the door to a new world for the kids

Take me with you during the Chinese New Year and let the adults be independent

Let me protect the naughty kid!

5. Treat relatives who are too eager to ask questions and end up hurting others

When you go home for the New Year, is the aunt who held you in her arms when you were a child nagging you again?

Take out my square dance magic

She wants to ask you when are you getting married? I asked him what the vast horizon was?

After all, asking about privacy is not as good as dancing

I am the youth that the aunts have nowhere to put

They are destined to be unable to resist and can only fall deeply in love

You smiled, don't worry, we'll meet again in twenty years

Finally, I wish everyone can have a happy New Year.

Launch a CNY promotion that will sweep the screen.

Source: Copywriter_s