Case analysis: What is textbook short video marketing?

Finance seems to be something obscure and difficult to understand in the eyes of ordinary people, and it is even more difficult to simply convey financial products and concepts to consumers.

Recently, I discovered that there are many good financial short video marketing . They use highly infectious videos to convey product information to consumers in a short period of time, and are accompanied by simple, clear and easy-to-understand slogans, which form deep memories in consumers' minds many times.

In the last issue, the editor pushed out the Renrendai 8th anniversary advertisement, which repeatedly used the phrase “We don’t want you to borrow money” to make consumers form the idea of ​​borrowing rationally and deepened their favorable impression of the brand .

This issue shows you a more poisonous and brainwashing financial advertisement. You would never know that financial bigwigs can be so naughty when they are funny.

This short video with a unique style is the new "UnionPay QuickPass Cinema" launched by UnionPay QuickPass. It uses 7 short films to show 7 different consumption scenarios to convey the selling points of QuickPass, such as discounts, multi-scenario usage, and convenient and fast management.

In the first episode, the God of Spicy Noodles ate a thousand packs of spicy noodles without knowing that there was a discount for using UnionPay QuickPass, and was slapped in the face. The uncle stroked his slicked-back hair and said, "Young people, use UnionPay first for payment."

In the second episode, the young lady and I couldn't bear to part with the one dollar we saved after running to five supermarkets. The vegetable stall owner couldn't bear to separate them: "Just save this money, use UnionPay first, and you can earn red envelopes!"

In the third episode, the naive young man is about to fall into the conspiracy of the travel agency, and the Pharaoh suddenly appears: "Open your eyes, and use UnionPay first for payment."

In the fourth episode, the boss was immersed in the joy of making money and was about to transfer the money. At this time, the God of Wealth Guan Gong appeared and said angrily: "I bring you wealth every day, but you lost it all. Pay with UnionPay first!"

In the fifth episode, the boy gave up the milk after facing a difficult choice. The milk girl cried, "Why don't you want me? Check UnionPay for payment first. Take me home, wuwuwu..."

In the sixth episode, bus masters started fighting each other. Why not allow coin insertion? Because the era of 1 yuan for bus rides has passed, when it comes to payment, look for UnionPay QuickPass, which allows you to ride the bus for 1 cent.

In episode 7, the instant noodle queen of next month finds herself, who went on a shopping spree last month, to settle the bill: "Do you know how much I have to pay for you? Don't you know that you should pay the down payment first???"

In addition, on the H5 page of the Cloud QuickPass small cinema, each short film has its own screening room in the small cinema.

In video marketing , creativity is the soul. It must be attractive enough to impress users and make them remember it.

In this seven-episode mini-drama of UnionPay QuickPass, each plot setting hits the pain points of consumers, and conveys the payment scenarios and product benefits of UnionPay QuickPass to consumers in an anthropomorphic and nonsensical way. The short film's style, costumes, props, voice actors, etc. are all very magical. While bringing joy to consumers, they also form a deep memory in their minds.

In fact, UnionPay QuickPass has more than just this naughty and vicious side, it can also be affectionate and heartfelt.

Every penny you pay,

From every drop of sweat you've put in

From these hands to the other hands,

Pass it on to all those who are struggling like you

Let our times

Run in a better way

You deserve as much return as you can afford to pay

Maybe,

You are used to being called a passenger, a buyer, or a consumer.

But we prefer to call you a giver.

Every penny you pay represents this era

An era where hard work pays off

For payment, please check Cloud QuickPass first

Payment ads need to emphasize the pleasure of consumption and the benefits involved, but the UnionPay QuickPass ad connects all consumers, transforming the concepts of "charging" and "consumption" into "paying" and "returning", affirming people's efforts. It says that every penny you pay can "buy" dignity and pride. It believes that hard work will pay off.

Hard work always pays off. This ancient and simple truth is actually everywhere in our daily lives. Wealth circulates among contributors, and times become better because of it.

In addition, UnionPay QuickPass also released a series of posters, showing the rewards of using UnionPay QuickPass through several daily payment scenarios.

Red envelopes from Cloud QuickPass

As thoughtful as the bunch of green onions given by the boss

I bought an extra bottle of water using the discount offered by Cloud QuickPass

Reward for the extra sweat you shed today

I used the saved discount to order one more dish

Reward yourself

I took the 1 cent bus.

No matter how late I get off work, good luck is waiting for me

In the Internet age, only real, meaningful and emotional content can capture and tap into more traffic . Only by understanding consumers’ needs and concerns and producing content that they strongly identify with can we truly touch consumers.

How can a company like UnionPay, which is both cheeky and caring, not be liked by consumers?

Source: Brainburning Ads (ID: shukewenzhai)