How to write compelling advertising copy for brand festivals?

The twenty-four solar terms originated in the Yellow River basin and began in the Western Zhou Dynasty, which is a unique cognitive system combining weather and time in China. The four seasons are leisurely, and the cycle begins and ends, and the people of China live their lives infused with the culture of the twenty-four solar terms. Therefore, the twenty-four seasons have also become one of the best ways for brand communication. So, how to make the brand to take advantage of the advertising campaign language in the many festival copywriting stand out?

1Giving cultural connotations

Customs are y rooted in people's hearts because of inheritance, and culture shines because of continuity. As a whole, the twenty-four festivals run through the idea of the unity of man and heaven, highlighting the sense of universal **** enjoyment. However, each festival has different cultural symbols. When we write the copy, we should seize the cultural flavor familiar to our countrymen, and extract the key words for creativity.

Industry example:

Season: light snow

Seasonal feature: the beginning of snowfall, but not much snow.

Keywords: began to snow

Creative: the first heart

Example sentence:

The first heart is like snow, the craftsmanship is still the same

(Manufacturing, science and technology industry)

2 Insight into the consumer group

Brands ultimately serve the consumers, and every brand has a target consumer group. The prerequisite for wanting to write good festive ad copy is to do a good job of analyzing your target consumers. Continuous attention to competitors, in-depth insight and research, so as to find the consumer demand point, that is, what consumers want to solve what problem in what scene. This is the way to hit consumers straight in the heart.

Industry Case:

Season: Snow

Industry: Clothing

Example Sentence:

Don't let your dreams cool down, and don't set a limit to your beauty.

(Female consumers aged 20-25)

Let the enemies, warmth and beauty,

be reconciled in a pair of tweed suit pants.

(Female consumers aged 30-35)

3Make good use of reversal techniques

Novels and movies, with many reversed plots, are always memorable. In the twenty-four seasons, as long as the heart to dig, you can write advertising slogans that consumers easily remember.

Industry examples:

Season: Winter

Idea: Capture the dichotomy between "cold" and "hot" in winter

Example sentence:

The heart that is chilled by the reality is warmed up again by the food. food to warm it up again.

(Food and drink)