The copywriting of Hammer phone has never let me down

April 9th, today is the new product launch conference of Hammer smartphone .

In addition to paying attention to the Hammer phone itself, I also pay special attention to the Hammer's copywriting . Like previous years, the copywriting of Hammer phones has never disappointed me.

This time, Smartisan Smartphone teamed up with 20 brands to release 20 pre-launch posters. This form of brand collaboration is already very common, but the fact that Hammer adopts this type of collaboration can indirectly illustrate one thing. It cannot be said that the Hammer phone is following the public, it only shows that the effect of this brand collaboration is really good.

Let’s talk about the pre-heating poster copy itself. The copy is not amazing when viewed alone, but I think it is very good as a whole. The reason is very simple. I’ve been following “This! Just Street Dance of China. Whether it is Captain Yi Yang Qianxi or Captain Luo Zhixiang, they have always emphasized one word: structure .

Especially for group dance, the structure can be put first. This set of posters by Hammer also has a bit of a dance-like feel, with a very clear structure and a sense of layering.

They said, ____________

They said, ____________

They also say ____________

Take iFLYTEK input method as an example.

The first “they say” is that copywriting is co-branded content.

The second “They said” is the content of Hammer’s new product.

The third “They also said” refers to some publicly known common sense and rumors.

Obviously, there is a progressive relationship in the copy. The third "They also said" is the central tone of the copy, a potential point of view of this set of posters, and a satire on them.

From this point of view, it can also be said that Luo Yonghao’s Hammer phone will not follow the trend. "They" represent the majority, while the hammer stands on the opposite side, gently hitting them in the face with ideas and facts.

It can also reveal something. The Hammer phone is no longer just about selling feelings. It is like a smart person pursuing timeliness. Hammer is selling mobile phones.

From these 20 posters, we can already see the general appearance of Hammer's new product, or its functional selling points.

@FIIL Life

@LAMY China

@TV Fruit

@百雀灵

@晨光fansgroup

@Spring Airlines

@Okamoto China Official Weibo

@Amap

@Guomai

@虎扑篮球

@Jingdong Supermarket

@Daily Fresh missfresh

@NIU Electric

@小猪短租

@Innocent Blue

@Weijing

@Beast Life

@一闪Onetake

@ Palm Reading Book

1. Good-looking and very thin.

2. Take photos and send them to your Moments instantly .

3. The price is very affordable.

4. Domestic mobile phones are different from Apple.

5. Superior quality and exquisite workmanship.

6. The mobile phone can be used for work and has long battery life.

From this perspective, the new Hammer mobile phone is very worth looking forward to. I have talked about sentiment so much over the years that I feel the word sentiment is damaging to Hammer. It is easy to overlook the rationality and restraint within it.

As we can see from the copy, it is actually rational and calm. Compare it with a TVC advertisement that Mimi Meng made before. The text is as follows:

The world says: Women should take care of their husbands and children, do the laundry and cook.

I said: Don't please the world, just please yourself

The world says: Women should go on blind dates early to find a home.

I said: Don't please the world, just please yourself

The world says: Women should follow the rules and live a stable life

I said: Don't please the world, just please yourself

"They say" and "the world says" are two completely different things, and we can feel the different emotions contained in them. One is wise, the other is sharp.

From the copy, it can be seen that Hammer hopes everyone can remain smart and calm. Because of this, everyone is a user of the Hammer phone.

The author of this article @黑小指 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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