The year 2020 has been teased by the "rice circle" as "the first year of the idol's collapse".

The scary thing is that once the collapse of the house begins, it means there is no end.

2021 has passed the half, the star collapsed house event is one after another, the degree of magic is comparable to the "100 years of solitude", and the capital market "house" people "demolition of the house" speed to race over the Bolt, otherwise it will be overturned. The side of the car.

The temptation of the fan economy is great, but the risk is there.

Traffic can empower and "negative energy", NetEase Yanxuan again in the opposite direction, chose to "flow star" to open fire.

"We don't use traffic stars to shoot ads,

Users are our live ads."

01

Directly hit the social hot topics

Netease choose outdoor advertising again, chose a simple and brutal way of communication, so that the product real use of the user's endorsement, played a "live advertising" art. "

Netease has chosen outdoor advertising again.

Its creativity lies in seizing two points , a point in time , in the face of the flow of stars frequently overturned hot topics, NetEase strict selection of this "spit", the use of social topics for the transformation of creative publicity; the second is the characteristics of outdoor advertising. strong> Second, the characteristics of outdoor advertising , outdoor advertising compared to print ads, video advertising, if the creative enough, outdoor advertising to bring a strong visual impact, and very good with the environment, the scene combined, give people a sense of fun.

For example, Tondeo's mini hair trimmer outdoor ads use tree branches instead of hair, creating a sense of fun and novelty by utilizing the environment itself.

This outdoor ad from NetEase created billboards that can sit on people, bringing print ads to life, and the creativity is fantastic.

From the social value point of view, it is also a heavy hammer to the brand star endorsement.

02

NetEase Yanxuan, the marketing master of small and big

Does advertising have to be a traffic star? The first thing you need to do is to get the money to pay for it. The first thing you need to do is to get your hands dirty.

We don't need advertising

In September last year, NetEase made a set of advertisements in Dangxiong County, Tibet, for a glacier water that didn't need advertising, and there were no celebrities, no overwhelming publicity, but a few billboards, which is really no cost in terms of cost.

We don't need ads

This lake is the best advertisement

We don't need ads

This wetland is the best advertisement

We don't need ads

This glacier is the best advertisement

We don't need ads

This gum forest is the best advertisement

We don't need ads

We don't need ads

We don't need ads

This gum forest is the best advertisement

With the origin of the product as a promotional point of the brand, NetEase is not the first one, the advertisement of Nongfusanquan can be said to be beautiful, is a visual enjoyment, the innovation of NetEase lies in the 'low-cost', and skillfully used the advantages of outdoor advertising.

NetEase is out of the double 11

Last year, double 11, NetEase wrote a letter, said to "withdraw from the double 11", just a letter, issued within half an hour of rushing out of the hot search, and ultimately gained exposure to almost 1 billion or so.

And it costs nothing more than the cost of typing on a computer.

The reason why people are addicted to consumption is that it weaves the lie that "everyone can be happy through consumption", and this "exit letter" from NetEase, which breaks this lie and calls on users to consume rationally, think from the user's point of view, and think about the user, this sincerity is enough to let the user think. The company's website is a great source of information about the company's products and services, and it's a great way to get your customers to know more about the company.

Advertising against advertising

Double twelve, NetEase Yanxuan launched an attack on some of the advertising routines, filming the "advertising against advertising routines", direct attack on the user's grooves, and the user stood on a united front.

Still don't look at this ad

During the epidemic, NetEase Yanxuan also joined the public service advertising industry, the form of rough, PPT is not needed, direct word can be done, but the result is a double reversal of word of mouth and volume of sound, and won a lot of people's goodwill.

NetEase's ads are really a stream of mud and stones in the advertising world, and they have never been conventional, but they are always surprisingly successful. It plays out its own set of black humor, but consumers love it because it chooses to stand on the side of the user.

Users don't like ads, then don't have ads; users spit out ads that are too routine, then spit out ads that are too routine; users feel that the discounts on Double 11 are too complicated, then I'm out of the battle.

Since ancient times, the routine has won the hearts of people, but the hearts of people are easy to change. Netease Yanxuan's anti-trope marketing has become its trope, but the reason why this trope works, in the confidence of the product itself, lies in the sincerity of the non-trope, lies in its starting point is not "publicity", but "communication".

As NetEase's marketing team said, the reason why they were able to create so many "anti-trope advertisements" is that they "treat the users as their own people". Since they are their own people, they have a say in the matter.

Perhaps what we mean by "anti-circumvention" is that brands have decided not to hide, not to package and embellish themselves, but to express themselves sincerely.

In the past, brands used to wear masks to publicize, and NetEase chose to take off the mask.

03

The ultimate goal of advertising is to bring goods

In any case, NetEase Yanxuan, as an online supermarket, contains a full range of products, such as home, clothing, pets, food, etc., so "selling goods" is still the main goal.

NETEYYI YANSHEI

Since its birth, NetEase YenPick has not forgotten to make efforts in advertising and publicity, but there are a lot of ways to "catch the eyeballs", NetEase YenPick played a little "smart", it is not to incite the user's emotions, not to cater to the emotions, but to face the user's emotions, the advertising and social discourse. It is not to incite user emotions, not to cater to emotions, but to face the user's emotions, to combine advertising and social topics, and to catch the user's "reverse pain point" again and again.

When everyone is swarming in one direction, NetEase's ads choose to run in the opposite direction, which is why it always says "no".

Anti-consumerism, anti-flow stars, anti-advertising routines, anti-discount rules, this will become a routine, but behind the routine sincerely do the product, the bandwagon is nothing more than a smooth boat.

Netease Yanxuan's "anti-set advertising" is also telling the brand that good marketing is not the same as spending money, good creativity lies in the user's communication, and a good way to bring goods is to do a good job with the product.

#Topics# What do you think of NetEase Yanxuan's outdoor ads?