Mid-Autumn Festival brand marketing promotion routine!

Mid-Autumn Festival, one of China's four major traditional festivals, has always been a good day for inheriting Chinese culture. Of course, it is also the best day to leverage the festival momentum for brand marketing.

The long-standing Mid-Autumn Festival carries the Chinese people's unchanging hope for family reunion. Playing the "emotional card" seems to be the best option, but it is also easy to fall into creative homogeneity and mediocrity, which ultimately will not produce much effect.

So how else can we do Mid-Autumn Festival marketing? In the past year or two, the popularity of Chinese fashion and Chinese animation may bring about different ideas.

Tmall X9 big old brand

Since Tmall’s “National Trend is Coming” campaign, the national trend has become more and more popular. Therefore, many brands have taken high-profile actions with the mentality of "making Mid-Autumn Festival more national trend", drawing inspiration from the 5,000-year-old Chinese culture, customizing reunion gift boxes, and working together to bring consumers a double feast of vision and taste.

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From the design style point of view, it does not fall into the cliché of pure Chinese classical style, but a combination of classical and modern, and even European style, which is refreshing.

From the perspective of packaging creativity, mooncake box bags are not inferior to fashion brands. When you carry them out, you can be photographed on the street in minutes, just like watching a set of fashion blockbusters.

Small can tea X56 nationalities

In celebration of its 70th anniversary, Xiao Guan Tea has launched a customized Mid-Autumn Festival edition of 6-pack of 18 cans.

The design concept of "Grand Reunion" of 56 nationalities, 6 famous Chinese teas, and supervised by 5 tea-making masters. Being together means reunion.

Bestore X Dunhuang Museum

Following closely behind, Bestore recently teamed up with the Dunhuang Museum and the team of well-known Chinese designer Pan Hu to launch the first Dunhuang IP co-branded mooncake gift box in the snack industry: the "Liangchenyue" series.

The inspiration for the gift box comes from the murals of Mogao Grottoes in Dunhuang.

Li Ziqi×National Treasure

Take a ray of moonlight and seal it in a box. Combining lanterns with shadow puppetry, each of the four layers of paper sculpture is different.

Put a mobile phone or LED light in it, and the carefully crafted scene will come out through the translucent paper, telling the story.

Thousands of lights x Moonlight treasure box

This is not the Moonlight Box in Journey to the West, but the lights of thousands of homes. Every window is the entrance to a home, and different stories are told in each window.

The so-called reunion means returning to the home we are familiar with and becoming a silhouette in a window.

Full moon in Yihe

Each box is a small lamp, and the lights of the world are warmer than the moonlight.

Disney

Disney is the first to launch the new Happy and Sweet Mooncake gift box, which cleverly uses the shape of a Chinese folding fan to symbolize peace and beauty.

HEYTEA

Inspiration for Mid-Autumn Festival, accompanied by HEYTEA.

Wufangzhai Chinese animation "Crossing the Bridge"

This cartoon uses shadow play to tell people a story about crossing a bridge. The witty language collides with traditional Chinese culture, making the tone of the entire short film light-hearted and lively.

Yizhiduo travels back to the era of "Made in Shanghai"

As the Mid-Autumn Festival is approaching, Yizhiduo invited Chen Shuo, the episode director of "The Amazing Journey of 138 Ingredients" and "A Bite of China 2", to shoot a 1-minute short film. The short film spans the ages, from the old Shanghai in the 1930s and 1940s, to the new Shanghai in the 1970s and 1980s, and then to the contemporary Shanghai with skyscrapers, showing the emotional relationship between mooncakes, Mid-Autumn Festival and Shanghai.

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According to the 2018 "White Paper on Fashion Consumption of China's New Generation", the global attributes of China's new generation of consumers are becoming stronger and stronger. "Art" and "street trends" are the most popular cultural elements among all age groups, followed closely by "Chinese culture".

In the past two years, national trends, national cartoons, national treasures, etc. have been enthusiastically sought after by young people, and various brand cross-border activities have also received a warm response and are often sold out. Chinese traditional culture has become a reflection of the aesthetic confidence of the new generation of consumers. For brands, integrating traditional culture allows them to better connect with young people.

1. Leverage posters

During every festival, posters become an indispensable marketing method. However, this year's Mid-Autumn Festival posters no longer have the style of "playing word games" and "playing creative edge" in the past. Even Durex, the "king of borrowed posters", has to transform from a traffic-driven brand to a power-driven brand.

This year's posters can be summarized in a few key words: fashionable, classic, and grand, which bring the traditional Chinese festival into a fashionable direction, making it no longer too traditional and incompatible with young people.

2. Advertising Video

Wufangzhai, an internet celebrity in the advertising industry, chose Chinese comics and made a very interesting animated advertisement; Yizhiduo chose to go back to Shanghai in the 1970s and 1980s, with a strong nostalgic style of old Shanghai.

Whether it is the Chinese comics style or the retro style, it has abandoned the most common marketing method of reuniting with relatives in the past, giving people a sense of freshness. For today's young people, only brands that pursue individuality and innovation can truly impress them. This may be the direction of brand marketing during this year's Mid-Autumn Festival.

author: Mai Ziming

Source: Marketing Officer