The top 10 screen-sweeping cases in the first half of 2018!

In a blink of an eye, half of 2018 has passed

There are quite a few wonderful cases in the past six months.

Today, let me give you an inventory

The most popular cases in the first half of 2018

01

"2018 Wang Year Family Portrait"

Advertiser: PUPUPULA

Agent: To be claimed

Comment: This H5 game is released during the Spring Festival, and the family portrait will trigger users' resonance with home and reunion. The painting style is cartoony and cute, and the DIY approach can increase the user's sense of participation. Users can freely choose different elements (characters, pets, plants, food, etc.) to piece together the family portrait of their dreams. For works designed by oneself, the operation of sharing them on WeChat Moments satisfies users’ desire to share and compare, so independent dissemination leads to a trend of sweeping the screen. Seeing everyone so happy during the Chinese New Year makes me feel very warm in my heart.

02

《 Alipay Annual Bill》

Comment: Everyone has a sense of nostalgia to some extent. Alipay has grasped this point and launched the 2017 annual bill to arouse emotional resonance among users. As for how much they spent last year, users’ curiosity will prompt them to click in to check. The users' complex psychological states of showing off, crying poor, comparing, and following the crowd all combine to stimulate users to forward messages on their own initiative.

Three Minutes

Advertiser: Apple

Agency: TBWA

Comment: When director Peter Chan takes action, the effect is extraordinary. The commercial is based on a true story, telling the story of a train attendant who spent three minutes with his son at a station during the Spring Festival. Netizens shouted that they were moved. Soon after the film went viral, someone posted that the budget of the film was as high as 7 million, and it would be impossible to shoot it with just iPhone X. Such doubts and discussions made the film even more topical. In fact, although there were other auxiliary equipment, it was indeed shot with iPhoneX. The purpose is to encourage the public to use iPhoneX for shooting, which is nothing wrong.

04

That Night, He Hurt Him

Advertiser: MINI

Agency: GQ Lab

Comments: The form of dialogue between two people incorporates current hot topics (such as the Hainan meme during the Spring Festival). What was supposed to be a heartfelt confession turned into a show of showing off. The funny and exciting content stimulated users' desire to share. It was not until the end that it was discovered that it was an advertisement for MINI. The advertisement was implanted without any sense of disobedience. I have to say that I am convinced.

Your User Manual

Advertiser: NetEase Cloud Music

Agency: M2 Studio

Comments: The H5 is very easy to set up, just select the scene based on the music and after 6 questions your instruction manual will be generated. NetEase Cloud Music understands users’ curiosity and prompts them to answer questions step by step until an instruction manual is generated. The copywriting in the instructions is mostly beautiful, which will make users involuntarily identify with the code and feel that it is very accurate, thus stimulating users' desire to forward it.

06

Sleeping Position Competition

Advertiser: NetEase

Agent: NetEase DaDa

Comments: The style of this H5 is fresh and cute, which visually captures the hearts of today's young people. The DIY model gives users more creative freedom and enhances interactivity. People nowadays all have social needs, and this H5 can satisfy people's desire to show off. Sharing one's sleeping posture to friends can trigger more interactions.

07

Ordinary Heroes

Advertiser: Renrendai Finance

Agent: Wudao Nongying

Comment: Anxiety has been sold recently. In this fast-paced society, everyone is anxious. This commercial captures the point of "anxiety" and reminds people by telling the stories of four ordinary people who want to escape but cannot. When they feel anxious and confused, they should not forget their original intention and persist, and a new turning point will come.

"Health as It Should Be"

Advertiser: 999 Cold Relief

Agent: Wudao Nongying

Comment: This advertisement has a keen understanding of the sub-health status of modern people. It stimulates the pain points of the public through several cases and arouses emotional resonance among the public. It is heartbreaking but irrefutable. The commercial aims to awaken people to pay attention to their physical health, change from now on, and start again, life is still very beautiful.

The First Cultural Relics Drama Contest

Advertisers: Seven Museums & TikTok

Agency: Mad Monkey

Comment: Different from the previous H5s that have been all over the screen, this funny and down-to-earth H5 incorporates the currently popular Douyin jokes, making the museum's cultural relics personalized and vivid. The cute contrast and interesting content of the cultural relics made people laugh, and the popular Internet buzzwords, magical background music and plot aroused people's desire to share.

10

"The French team won the championship, and Vatti refunded the full amount"

Advertiser: Vantage

Agent: To be claimed

Comment: If we talk about the biggest winner of this year's World Cup , it must be Vatti. Before the start of the World Cup, Vatti made a bet with Volkswagen, vowing that "if the French team wins the championship, Vatti will refund the full amount." Since then, the French team's games have received widespread attention from the public. Unexpectedly, the French team really won the championship, and Vatti fulfilled its promise and immediately announced the refund process. In fact, although the refund amount of Vatti this time is as high as 79 million, the attention and traffic brought by the screen-sweeping advertising effect are huge (the owner did not know Vatti before the World Cup). Compared with other brands that spent a lot of money on World Cup advertising, Vatti’s World Cup marketing can be said to be very successful.

From the screen-sweeping cases in the first half of the year, we can see that if we can get into the hearts of the public, arouse their emotional resonance, or arouse their curiosity and desire to explore, we can gain their recognition. I hope that brand owners can launch more good cases that will go viral in the second half of the year.

Author: SocialMarketing , authorized to be published by Qinggua Media .

Source: social_marketing (social_marketing)