Successful advertising cases are intuitive, extensive, easy to understand and interesting. The following is a successful advertising case analysis that I carefully collected for you. Let's take a look.
successful advertising case analysis 1:? M-zone, my site, listen to me
1. Right? M-Zone? What do you think of the advertising creativity of the company? Why?
a: (1) in terms of selective contact, the target audience of this advertisement is fashionable youth and college students. In order to break through their defense in selective exposure, attract their
attention, and make their appeal focus be accepted by the audience smoothly, China Mobile chose Jay Chou, the little king of Taiwan Province, as its image spokesperson, because
Jay Chou is the idol pursued by young college students now, and it is very popular among them, gathering considerable popularity, with strong appeal and influence.
Jay Chou as the image spokesperson can make more target audiences come into contact with this advertisement.
(2) In the aspect of selective understanding, when advertising information is selected, the advertising planner mainly adopts the way of understanding close to the audience, that is, in the style of
Jay Chou talking and singing, he conveys the theme of the advertisement to the audience? My place. Listen to me? So that the audience's understanding of advertising information and advertisers can be unified. The reason why we sing while talking about
is because of the style of Jay Chou's songs. The audience likes Zhou Jiehua's songs, and then they like Jay Chou. This way can help the audience understand better.
(3) In terms of selective memory, because selective memory is an unconscious behavior, in order to deepen the audience's memory of advertising information and leave a deep impression on them,
the advertising planner chose? My place. Listen to me? Information can attract the interest of enterprising people more easily. Nowadays, young people have a rebellious spirit. They oppose parental authority, tradition, and are unwilling to be controlled by others and pursue freedom. My place. Listen to me? I have the final say, which is more in line with their current personality, so I left a deep impression on them and caught the audience well.
2. Brief description? M-Zone? The overall planning of how to successfully integrate the sub-culture of the target group.
a:? M-Zone? , mainly to lead the youth fashion trend. ? M-Zone? (M-ZONE) is a brand-new brand launched by China Mobile Communication aiming at the life characteristics and consumption habits of young people, and it is the first mobile communication customer brand specially designed for young people in China. In the M-ZONE, young people can find cool and dazzling pictures and ringtones, and find a large amount of information that is new and strange, and they can choose a more free tariff combination independently. Create modern cultural ideas in the form of innovative SMS packages, build new ways of life communication, and open up new channels for obtaining information. There are several reasons why M-ZONE can successfully implement brand management: M-Zone? (M-ZONE) is positioned in novelty; Have a brand-new brand slogan, my site listens to me? ; ? M-Zone? (M-ZONE) mainly provides personalized information to mobile phone customers, which covers all aspects of food, clothing, housing, transportation and entertainment; ? M-Zone? The (M-ZONE) brand is specially designed for consumers who advocate individuality, pursue fashion and keep up with the trend. Student package? 、? Entertainment package? And? Fashion package? There are more, more dazzling and more valuable SMS packages and communication plans for consumers to choose from. ? M-Zone? Not only provide consumers with high-quality voice call services, but also rich data services, such as value-added short messages, personalized ringtone picture downloads, mobile QQ for walking and playing, mobile games, mobile FLAS and other fashionable, novel and fun things. You can easily play the information world by enjoying a variety of short message packages and value-added communication plans.
successful advertising case study 2: Pleasure
Tired of waiting for the bus on the street in London? Then @Walkers_busstop, ask for a pack of free potato chips to pass the time! The British potato chip brand Walkers is in line with the recently launched? Do Us A Flavour? In marketing activities, vending machines were installed at some bus stops in London. Passers-by can log on to Twitter, @Walkers_busstop and get a bag of potato chips from the vending machine for free.
Advertising execution: Leshi invited Gary Reinkel, a former famous British star and now the host of BBC sports program, to shoot a film trapped at the bus stop sign, and then interacted with the users waiting for the bus through the interactive device, inviting the users to send Tweet with the keyword Walkers_busstop, so as to get the potato chips with new taste for free. After the user Tweet, Reinkel will take out the potato chips from under the seat and deliver them (in fact, the filmed film will be realized), so that the user can get the new flavor potato chips from the goods outlet on the billboard.
this promotional activity was created by OMD, AMV BBDO, Talon Outdoor and Clear Channel in the UK, which is the latest launch of Walkers? Do Us A Flavour? Part of the activity. This activity encourages people to use the bus shelter. As long as the system receives the receipt, Lineker can issue free tickets for the Do Us A flavour event.
On the online part, they also have an activity website, inviting users to vote and choose their favorite taste, so they have a chance to win prizes. For consumers, Do Us a Flavour? The activity has two meanings: one is to let them feel that their opinions have attracted the attention of the brand, and the other is to let consumers interact with the brand to win the audience's sense of participation. Through this marketing, the number of Facebook fans of Frito-Lay, the parent company of Leshi, has tripled in the United States, and the company's sales in the United States have also increased by 12%.
Successful advertising case analysis 3: Nestle
In the 1981s, two major instant coffee brands, Maxwell and Nestle * * *, both entered the China market.
Now, the sales volume of Nestle Coffee in China market is much higher than that of Maxwell's Coffee. Why?
1. Identify the target customers and gain insight into the customers' inner needs
When they first entered the China market, the two companies commissioned different companies to conduct market research, and the results of the investigation commissioned by Mai's large international companies were intellectuals who yearned for western culture. So the advertising language is very elegant. Drips are fragrant, but the meaning is still unfinished? .
On the contrary, Nestle Coffee found out that in the early 1981s, what was the career of female college students' favorite marriage? The result is beyond people's expectation. The first person a girl wants to marry is a taxi driver? !
At that time, the salary of taxi drivers was ten times or even dozens of times the average salary at that time, so Nestle Coffee clearly knew that the target consumers were definitely not university professors and intellectuals, and accurately targeted the audience.
and at that time, I found a special phenomenon. People who drink Nestle coffee will take Nestle cans to the office as teacups, which makes people feel that I can afford Nestle coffee.
2. At this time, the advertising effect is generated!
a very common brand in foreign countries has become a show-off brand in China. Nestle Coffee has an insight into the inner thoughts of consumers who want to show off their identity as high-end drinks such as coffee.
Third, the psychological implication of advertising language
At the same time, Nestle Coffee also shows off its fragrant and attractive taste, and its advertising language is also very simple: Is it delicious? !
In fact, the taste of coffee is not good, especially for China people who are used to drinking tea, a country with a long and deep-rooted tea culture. But its slogan hints at you every day: Is it delicious? ! Habit becomes nature, and people are used to thinking that Nestle coffee tastes good.
Over time, Nestle coffee has become synonymous with delicious taste, and has seized the mental resources of the target consumers, making it gain an irreplaceable position as soon as it entered the coffee market in the early 1981s.
Looking for the reason of losing the competition
McBride's coffee missed the opportunity and failed to find out the real demand of the target consumers for coffee brands in the environment at that time, so it was inferior to Nestle Coffee.
its slogan? Drips are fragrant and unfinished? At that time, the advertisement was broadcast for half a year, and many people thought it was selling fragrant oil. To understand this slogan, you must graduate from college at least to understand the language artistic conception that Macmillan Coffee wants to convey.
Of course, with the development of the times, consumers' inner needs have also changed, and Nestle has issued several slogans for this purpose:
Every moment is wonderful, and every cup of Nestle coffee
has a mellow experience at any time.
no matter how busy I am, I want to have a cup of coffee with you.
1 MOMENT,1 NESCAFE love is connected with 1 MOMENT,1 NESCAFE family care
Nestle Coffee welcomes every new day with you
Every moment, Nestle is with you
Conclusion: Only by truly positioning your target customers and understanding their inner thoughts and psychological feelings can we seize the leading position in the market.
successful advertising case study 4: adidas
opened the webpage, and the couplets on both sides of the page came into users' eyes at the first time. Two women's volleyball players shook their arms and spiked, and you came to my block, which was very interesting. The mouse glides gently, and the main picture in the middle of the couplet appears instantly. The women's volleyball players jump up and block the block first, and behind them are countless arms and countless people. There is only one word to describe such a scene. Chinese people and athletes are United as one. Who can break through such defense?
is there a uniform one in the advertiser's screen? Nothing is impossible, together in 2118? Advertising language. On the couplet screen, there is a conspicuous adidas LOGO and the Beijing Olympic Games LOGO, which are juxtaposed with the Beijing 2118 Olympic Games partner logo. The whole advertisement is displayed in the form of competition, which is interactive and shows different visual impact, effectively highlighting the brand connotation of Adidis! (An atmosphere, a passion, a victory, a cheer, a young and energetic group bred in the beach, showing their strength in the leap and winning honor in the struggle. ? Nothing is impossible, together in 2118? The slogan is particularly eye-catching in the simulation scene, which fully focuses the user's eyes. The exquisite layout of the advertising scene, the lifelike action design of the characters, and the perfect interaction between the couplet and the main picture? It has fully deepened the audience's awareness of the brand. )
Public expectation is hope. Deducing your enthusiasm, China Women's Volleyball Team has demonstrated its strength by leaps and bounds, adding more great expectations with the technical support of interactive rich media and the endless sportsmanship of Adidas. If you insist on picking holes in this advertisement, it is because the main screen is a little huge, and it needs to be displayed with one heart and one mind, and there are more characters, which makes the overall effect of the screen a little crowded, but the ingenious interactive effect can completely cover up this small flaw.