The 5 most worth-watching Spring Festival marketing cases in 2019!

Whenever the Spring Festival approaches, going home for the New Year becomes the focus of attention and a hot topic for many netizens. Brand owners will naturally not miss this great opportunity, and more and more brands are joining in the Spring Festival marketing .

For the Spring Festival, "family" and "reunion" are eternal themes, but how to stand out from the numerous Spring Festival marketing campaigns, touch consumers, and be remembered is also a question that many brands have been struggling with.

Through the following five 2019 Spring Festival marketing cases, we can get some inspiration and reference from them:

1. The first watch of 2019: What is Peppa Pig?

Last Friday, the commercial "What's Peppa Pig?" suddenly became popular on the Internet and WeChat Moments, becoming the first hit of 2019.

Suddenly, we were all Page people.

In order to find out what New Year gift his grandson wants, the left-behind elderly Li Yubao seriously began his journey to find "Peppa Pig". I ran around the whole village asking around, but it seemed that the "Peggy" shampoo, the man named "Zhang Peiqi", and the "Peiqi" game which is similar to hopscotch... were not the "Peggy" that my grandson was talking about.

Finally, someone told him that Peppa Pig was: "Little pig, red." So he went to the pigpen again and tried to paint the black pig red...

Finally, on New Year's Day, the old man took out a hardcore Peppa Pig for his grandson - a pink Peppa Pig welded with a blower .

Grandpa's love for his grandson is expressed in a very focused and seamless way through finding and making Peppa Pig. The whole video expresses the festive emotions in a restrained, appropriate and non-overly sentimental way, without any exaggeration.

2. PepsiCo's New Year's blockbuster: 2019 "Bring the Joy Home" is coming

Since the creation of the "Bring the Fun Home" brand IP in 2012, PepsiCo has always maintained an attitude of continuous exploration to seek more breakthroughs.

In 2019, PepsiCo once again upgraded the connotation of its IP, interpreting the theme of "Family makes us who we are and supports everyone moving forward."

This 2019 New Year micro-film, shot by a luxurious star lineup including Deng Chao, Zhang Yishan, Liu Haoran, Zhou Dongyu, Yang Yang, and Pepsi New Year's Special Ambassador Zhai Tianlin, expounds on the multiple story lines hidden behind the leading actors, which is thrilling, warm and touching.

It not only tells the audience about the little-known hardships of aerospace workers, but also pays tribute to those "star pickers" who travel far for their dreams.

3. Honor's heartwarming video goes viral: Don't let love hide in "delete"

This is Honor’s latest Spring Festival video.

A family of three consisting of a father who is busy preparing delicious meals, a warm and considerate mother, and a smart and capable daughter. This is also the current situation of small families that are prevalent in Chinese society under the one-child policy.

Chinese people have never been good at expressing their emotions, and a lot of their love is hidden behind their backs, very deeply.

Honor uses a short film of more than 2 minutes, using a documentary approach, to lead consumers to gain insight into the ordinary yet noble side of their parents.

First of all, the short film points out a common fact in Chinese families, that is, elderly parents all use their children’s mobile phones. They feel sorry for their children’s hard work in the outside world, but silently endure the various discomforts of old mobile phones. The short film starts with the detail that the mobile phone storage is full.

The story begins when the family finally gets together and wants to take a happy family photo. The daughter finds that her mother is still using her old mobile phone. At the same time, an "accident" occurs - the phone storage is full and photos need to be deleted before taking photos.

The careful daughter secretly checked and found that this was not an accident.

In the recently deleted album on the phone, the mother's deleted personal photos one by one seem to be silently telling the loving record of the mother deleting her own life photos again and again in order to keep more photos of her baby daughter.

However, what is touching is that while deleting her personal photos, the mother was also gradually deleting her own youth.

Seeing this, I believe many netizens will be deeply touched.

Parents’ hearts are full of their children, which is also a true portrayal of many Chinese families. However, parents’ youth is also precious and should not be ignored. Love should not be hidden or deleted, but should be remembered . This is the value that Honor wants to express in this video.

4. Wufangzhai re-shoots retro ads to recreate the New Year of the Republic of China

As a member of Tmall's "National Trend Action", Wufangzhai bought the music copyright of the song "Wufangzhai" sung by the Republic of China queen Zhou Xuan, and created a black and white retro MV.

By showing the various people celebrating the New Year in the alleys of old Shanghai, the film leads the audience to reminisce the rich and delicious traditional Chinese New Year.

In addition to the one-shot shooting technique, the film brings another surprise to the audience: some familiar "Republic of China celebrities" also appear in the film, such as Ruan Lingyu, Zhang Ailing, Sanmao and Mr. Lu Xun...

5. Alipay’s New Year advertisement “Qilidi”: One “Fu” character connects three generations

This is a movie about blessing. It was directed by the famous Hong Kong director Ann Hui, and together with the gold medal actor Jin Shijie and the Academy Award winner Chun Xia, they created the New Year short film "Qilidi".

The entire short film is 9 minutes and 30 seconds long. It is set against the backdrop of three generations of a family celebrating the New Year, and uses the word "Fu" to string together 70 years of life and family.

The word "Fu" tells the story of three generations who come for survival, go out for their dreams, and return to find their roots, giving people a warm and touching story.

As the short film says, "When blessings arrive, home is home," showing the Chinese people's attachment to their homeland.

Good commercials always leave a deep impression on people. They are either compact and gripping in plot, or innovative and imaginative. Spring Festival commercials are always about home and reunion, and they can often touch the most sincere emotions deep in people's hearts, thus generating strong emotional resonance.

2019 has just begun, and there are so many excellent cases on the Internet. I believe there will be more surprises waiting for everyone in the future, so let’s wait and see.

Source: Advertising vest