30 tickets "to flee North Canton", who masterminded the marketing? -Escape from North Canton, marketing-IT information
Circle of friends leaked first "fleeing North Canton" user ticket
Nobody in the car, active and talk to you----this is a law that everyone knows.
But recently, I and my neighbors because an ad did it. I recently had a residential elevator plant style set of print ads, "three little birds" became a protagonist of beautiful, meticulous style, a sense of design, "at the moment, be your own master," with little emotion, you it's hard not to smile.
Buy finished things again Shang elevator, we three a people happened are in 20 layer above, I saw addition two a boys at with advertising copy read out has sound, looks like workplace new, so we chat has two sentence--this is I live in here two years yilai rare of times accosted (now, were it not for you hold with bear children or led with pet dog out accosted of possibilities = 0). This time, not like all the young people, they looked down at my phone, "we do not use this app, but our companies lift the advertising eh! "Another boy tells me stories I have read three advertisements.
In our age of community--are often filled with powdered milk advertising, market feedback and nursing services for the elderly in the elevator, this set of ads really caught people's eyes light up:
While Jenny, Zhang Yong, King sunny, Wang Feifei, and several fictional stories, will attract exactly what you read and read-key won't seem awkward when you read advertisements.
I was immediately interested in advertising in this group, flight steward is the APP I have been using. The past two years as travel frequency increase than in the past, there are too many people around me Amway "vertical and horizontal air Brigade" APP, but I'm too lazy to change flight steward, path dependence on the one hand, on the other hand "high-speed rail Butler" this product than 12306 experience is too good--I'm Wang team "housekeeping" series products of conscience produced a sense of trust.
But in fact, I think this set of advertising quite adventurous, long--this is, after all – and a little story that there were 180 words! After all, saw huge as big as this and mainstream titles, finished 3 seconds read elevator poster completely gone the opposite way.
Designers who are so adventurous!?
Last night I did find an article written by the designers of the against the stream, is the only way to create tidal currents. Designers of this answers my question:
Today's ads will tell you, the era when there was no chance of longer survival. When you ask why, when they give you a "fragmented" and "picture era" and the "information explosion" theory.
If the elevator ads?
Elevator is a typical embarrassment confined space. Daliao·maaisitelipiaili after watching monkeys in the same cage, realize that people tend not to communicate in the elevator, is an instinct to avoid conflict. (See the tricks of Simian)
Moreover, many elevators, poor phone signal. So, in my opinion, the elevator advertising medium is a medium Universal reading environment. Long copy ads in this environment, provides more readable content, compared to the poster and says not a word agile, but have access to the same competitive advantage.
In my understanding, advertising can accommodate more or less, depending on the reader's State, rather than the advertisers of subjective judgments.
Advertising life depends only on the initial first impression in less than a second. If people don't want to see your ad at first glance, even large passages they don't look, fill his vision that you can only use the money, this is the "brain" of success.
A large number of posters that less people will see you? But it is not, the marginal effect are advertising costs that can never be neglected in influencing factors.
You keep making new show, which is advertising the work of fate. We shape our typical roles in 6 cities, six runaway moments available for readers with. At that moment, roles to regain his control – "unto himself." Sell tickets, as the demands of the party and become a role as the primary means of.
......
In addition to the above three images, designers also showed the deep laying of the four cities in North Canton elevator ad another version and language combine in the popular copy, simple but impressive:
In March this year, flight steward scored 933 million c round of financing, it seems to start the marketing plan to do a lot of preparation. Although evaluations of this round of advertising and marketing in the industry is controversial, but at least listed on the flight steward planning stage, conducted a more successful brand public relations.
Just this morning, flight stewards and well-known media "new world" launched a fun marketing campaign, maxed out your circle of friends:
I bought 30 tickets waiting for you at the airport: 4 hours after fleeing North Canton
Flight steward founder Wang in your circle of friends to personally pitch:
30 tickets could be worth tens of thousands of Yuan, compared to the tens of millions of social network marketing plan, save money, too! The harmony 900 million yuan of company can be conscious enough (laughs)!
My friend, who is in charge of in flight steward brand and marketing in micro letters telling me Mr Zhang Hongji,
"The elevator marketing and advertising, the issue mainly wish to buy a plane ticket and user communication, whether the user is accurate then, want to let the public think flight steward brand interesting, taste good, not quite the same."
If the elevator advertising is to achieve brand communication, then take out 30 tickets to encourage 30 cities to flee--it's taken directly drag users.
Qian days I see has a section video public class, is drops drops travel this company of senior creative design director drive in IXDC international experience design Assembly Shang of speech, said drops drops internal for "creative design team CDX" of attention, he also show has near two years drops drops in the big key points launched of first screen advertising, and and various cooperation partners of marketing planning case, since 2014 shared taxi software fire up zhihou, presumably many drops drops of user are on these is rod of brand creative impression deep.
Cheng feng quoted drops within a vision: "a century later, we are no more, wish there was a brand called drops in the minds of people. ”
What I'm trying to say is, a brand vision of the company, are not doing too bad. (This article first TI media, script writing, editing/Misty)
30张机票“逃离北上广”，谁策划了这场大营销？ - 逃离北上广,营销 - IT资讯
朋友圈泄露的第一位“逃离北上广”用户的机票
没人会在电梯厢里主动和你搭讪————这几乎是一条人尽皆知的铁律。
但最近我和我的邻居们却因为一则广告做到了。我所居住小区的电梯里最近新上了一组植物图谱风格的平面广告，“三只鸟”成了漂亮的主角，工笔画风格，很有设计感，「此刻，做自己的主」还带着点小情怀，你很难不会心一笑。
买完东西再上电梯，我们三个人凑巧都在20层以上，我看见另外两个男生盯着广告文案读出了声，看起来像职场新人，于是我们聊了两句——这是我住在这里两年以来少有的几次搭讪（如今，要不是你抱着熊孩子或牵着宠物狗出门搭讪的可能性=零）。这一次，他们不像所有的年轻人一样低头看着手机，“我们不用这个app，但是我们公司电梯里也有这个广告诶！”另一个男孩告诉我，三幅广告的故事我都读了。
在我们这个很有年代感的小区——常常充满奶粉广告、超市大促大回馈、老人介护服务的电梯间里，这组广告确实让人眼前一亮：
而珍妮、张勇、王晴朗、王菲菲等几个虚构人物的故事，确实会吸引你一读再读——关键是你在读广告的时候不会显得尴尬。
我立刻对这组广告产生了兴趣，航班管家是我一直在用的APP。最近两年因为出差频次比过去增加，身边有太多人向我安利“航旅纵横”APP，但我一直懒得换掉航班管家，一方面是路径依赖，另一方面“高铁管家”这款产品体验实在是比12306太好不过了——我对王江团队“管家”系列的良心产品产生了信任感。
但事实上，我觉得这套广告策划挺冒险的，毕竟这是长——文——案，一个小故事竟然有180个字！再毕竟，这和目前主流的一眼看到巨幅大标题、3秒阅读完毕的电梯海报完全走了相反的路子。
设计师是谁啊这么敢冒险！？
昨晚我真的找到了这位设计师写的一篇文章《反潮流，是创造潮流的唯一方式》。设计师的这番话解答了我的问题：
今天的广告人会告诉你，这个时代没有长文案的生存机会。当你问为什么的时候，他们就给你说出“碎片化”、“读图时代”、“信息爆炸”之类的理论。
如果是电梯广告呢？
电梯是一个典型的尴尬封闭空间。达里奥·马埃斯特里皮埃里在观察处于同一笼子里的猴子之后，意识到，人们在电梯里倾向于不交流，是一种避免冲突的本能。（见《猿猴的把戏》）
而且，很多电梯里，手机信号不佳。所以，在我看来电梯轿厢的广告媒体是一种拥有普遍阅读环境的媒介。长文案的广告在这种发布环境中，提供了更多的可读内容，和那些一句话都说不利落的大字报相比，反而有机会取得同场竞争的优势。
在我的理解里，广告可以容纳的字多还是少，取决于阅读者的状态，而非广告人的主观判断。
广告的生命只取决于最初不到一秒的第一印象。如果人们第一眼就不想看你的广告，即使是大字短文案人家也不看，那你也只能花钱把他的视野填满，这就是“脑白金”的成功之处。
大量的大字报以为字少人家就看你了？实则不然，边际效应是广告创意中永远都不能忽视的成本影响因素。
你只能不断的制造新的卖弄，这是广告工作的宿命。我们塑造了6种城市中的典型角色，六个失控的瞬间，供读者带入。在这一瞬间，角色重获对自己的掌控——“作自己的主”。卖机票，作为甲方的诉求，同时成为角色作主的手段。
......
除了上面三幅广告，设计师还展示了这次在北上广深四个城市铺设的电梯广告另一版本，也是把当下流行语都结合在了文案中，简洁却令人印象深刻：
刚刚在今年3月拿到9.33亿C轮融资的航班管家，看来为启动这场市场营销策划做了不少准备。尽管业内对这一轮广告营销案的评价存在争议，但至少在航班管家筹划上市的阶段，进行了一次较为成功的品牌公关。
就在今天早上，航班管家和知名自媒体「新世相」联合发起了一个好玩儿的营销活动，刷爆了朋友圈：
我买好了30张机票在机场等你：4小时后逃离北上广
而航班管家创始人王江也在朋友圈亲自推介：
30张机票价值可能就几万人民币，这相比动辄百万的社交网络营销策划，也太省钱了吧！这家融了9亿人民币的公司可够精打细算的啊（笑）！
我在航班管家的朋友、现负责品牌和市场的张洪基先生在微信上告诉我，
“这次电梯广告营销，主要想就买机票这件事儿和用户有些沟通，是否精准用户是其次，想让大众觉得航班管家的品牌有趣，审美不错，不太一样”。
如果说电梯广告是为了实现品牌沟通，那拿出30张机票来怂恿30位都市人逃离——这简直就是直接拖着用户上贼船拉。
前几天我看了一节视频公开课，是滴滴出行这家公司的高级创意设计总监程在IXDC国际体验设计大会上的演讲，讲到滴滴内部对于“创意设计团队CDX”的重视，他也展示了近两年滴滴在各大关键时点推出的首屏广告、和各种合作伙伴的营销策划案，自2014年共享打车软件火起来之后，想必很多滴滴的用户都对这些很棒的品牌创意印象深刻。
程峰引述了滴滴内部的一个愿景：“百年之后，我们都不在了，希望还有一个叫做滴滴的品牌留在后人心中。”
其实我想说的是，有品牌愿景的公司，都不会做的太差。（本文首发钛媒体，撰稿、编辑/葱葱）