The cycle of upgrading mobile phones is getting shorter and shorter, but the frequency of changing mobile phones is not high. To improve the sales power of brand mobile phones, not only the target positioning should be accurate, but also the advertising should be consistent with the precise target of the brand. Recently, OPPO launched a new product, R 17. Many people said that they had just bought R 15 for less than two months, and they plunged into the new product. It shows that OPPO advertising is still very good, and advertising creativity either focuses on its own products or focuses on the target consumer groups. If your product has a unique selling point, it is a good idea to find this selling point and then create different scenes to highlight this selling point. The video advertisement of "Night Chapter 3" shot by OPPO for its new product has uncovered the mystery of powder absorption. Details are as follows:

Chapter 1 Hello stranger

Text version:

The owner of the pub

Remember my taste?

blood brother

Fight together

be lovelorn/jilted

I won't lose my best friend.

Mobile phone, set to night shooting mode.

Atmosphere, set to heart-shaped mode.

The simpler it is

The happier you are.

Poster version:

No matter how small the light is

It can also light up happiness.

The owner of the pub

I can't believe I remember my taste

Mobile phone, set to night shooting mode.

Atmosphere, set to heart-shaped mode.

Chapter two: My city doesn't sleep.

after dark

The city is my playground.

Lens size

It's my view of the world.

this evening

Which color number is better?

Because there are stars

I prefer the night.

Always in the same place

Shoot a new style

The world is sometimes far away from me.

Sometimes it's close to me.

The third chapter 10 1 kind of small emotions

The child in my heart

Only at night

The more I like it.

The cuter I am.

The mood tonight

It's a rainbow.

Like to show yourself

I'm not used to too much attention.

Empty, on a busy day

It is a luxury.

Deliberately lose

To ask your opinion.

Each chapter of this group of advertisements has a small video advertisement with a picture poster, just like the three characteristics of brand copywriting in Ye Xiaoyu's copywriting training camp: tonality, emphasis on emotion and ease of communication.

Tonality: OPPO has always been adhering to the brand tonality of "lighting up your beauty", and this group of advertisements is no exception. Every polaroid-style poster gives people a sense of sight when shooting a large film with a mobile phone; In every video advertisement, the story of the night is recorded by mobile phone, which shows the unique beauty of the city at night.

Empathy: OPPO captures the habit of young people staying up late. Accurate insight into the normal state of young people working overtime and staying up late, through a night shot advertisement to convey the little beauty that happened late at night, such as strangers remembering their preferences, brotherhood, lovelorn but gaining friendship, every little story often happens around us, but it is often ignored by us and resonates.

Li Chuan: This group of brand advertisements advocates "discovering the beauty of the night" and recording the beautiful moments of the night with mobile phone lenses.

There is no shortage of beauty in the world, just the lack of eyes to find beauty.

Ye Xiaoyu, author of New Media Copywriting and Communication, official account of WeChat: Ye Xiaoyu Run Run (talkto520).