became the king of CCTV as a standard, so of course you have to place advertisements, and now Cheng Kai is looking for Han Hao to determine the image theme and slogan of the Huaxia motorcycle advertising film. Pen Fun Pavilion wWw. ｂiquge。 ｉｎfo

Like the "Confucian Wine, Teaching People to Homesick" in the Confucius Liquor Advertisement, it is catchy and impressive.

Now that Huaxia Motorcycle has landed on CCTV as the standard king, it must not be inferior in advertising. Otherwise, if the pearl is in the front and the defeat is in the back, people will say that the brand image of Huaxia Motorcycle is not good.

"Huaxia motorcycle, the soul of the nation", "Huaxia motorcycle, travel the world", "Chinese heart, Chinese love", "Huaxia motorcycle, the first car in life. ”

These advertising slogans are prepared according to Han Hao's meaning, in order to make people remember the brand, extremely concise and concise, so that people can remember it at once.

After selection, Han Hao felt that "Chinese heart, Chinese love" was good, and he also extended a new slogan of "China Core, China Travel".

Zhonghua Core shows that it uses a domestic engine, and Huaxia is galloping on the vast land of the motherland.

Cheng Kai is also excited about Han Hao's idea, which is practical and catchy, and can be used as an alternative.

Since the new advertisement will land on CCTV on the evening of January 1, 1995, the end of the month is the Spring Festival. Therefore, the theme is intended to be based on the Spring Festival family reunion, focusing on the family affection of the Chinese. In this regard, the advertisement still chose the slogan "Chinese Heart, Chinese Love", which is close to reality.

With the support of sufficient funds, the advertisement of Huaxia Motorcycle started filming quickly, and no big stars were invited, but some ordinary actors were used to star.

In just 2 weeks, this commercial was filmed and produced and sent to Han Hao. After he watched it, he praised it again and again, saying that it would be broadcast directly on CCTV without changes.

On January 1, 1995, after the end of "News Network", the advertisement of Huaxia Motorcycle was officially unveiled in front of the people of the whole country.

"Bang-"

First, a large fireworks bloomed in the night sky.

Then the camera switches down to the lively scene of a family of three generations and five people eating a Chinese New Year's Eve reunion dinner.

At this time, it began to be accompanied by a narrator: "Chinese heart, Chinese love!"

Finally, the camera stretches and moves to the door to fix it on a brand new Huaxia Princess scooter.

At the same time, it is accompanied by a narration: "I understand what you said, and I understand what you didn't say." ”

In just 5 seconds, it really can't expand the plot content, so you can only type out the concept slogan first.

In fact, the most effective thing at this time is the straightforward slogan picture, such as a Huaxia princess scooter running on the city road, and then accompanied by a narrator: "Huaxia motorcycle, China pride!"

But Han Hao liked the full version of the 30-second ad very much, and decided to use this New Year's reunion version.

Although the 5-second advertisement, everyone has not formed too many concepts about Huaxia Motorcycle, but I feel that this advertisement is still quite high-end, focusing on emotional storytelling, and there is an artistic conception.

Soon before the start of the TV series at 20 o'clock that night, the majority of viewers saw the full version of the 30-second Huaxia motorcycle commercial.

The narration is as follows:

In the spacious and bright Huaxia motorcycle store, a little girl was happily carried by her father on the Huaxia Princess scooter.

Three seconds after a burst of soothing music, accompanied by a narration: "You say the price should be right, because it's your first car." ”

The next scene comes to the morning at work, the wife beckons goodbye at the door, and the father sends his daughter to school and leaves happily on the Huaxia Princess scooter.

The narrator continues: "You say you have to look good, because it brings you a good mood every day. ”

The picture turns into a father driving alone to an endless road, working hard for his career.

With narration: "You say that the power should be strong, because it will accompany you to conquer distant places." ”

After that, the camera switches to the sea of flowers, and the husband takes his daughter and wife out to play.

Narrator: "You said that safety should be guaranteed, because it carries the family's travel." ”

Switching to the picture of firecrackers heralds the New Year, a pair of elderly people finished pasting couplets, and they were looking into the distance at the door of their homes under the street lamp. After a while, a car light appeared from far and near, and the red Huaxia Princess scooter appeared. The husband drove his wife and daughter back to their parents' house to visit them with heavy gifts.

And the narrator: "You also said that no matter how far away it is, we should always go home to see it often during the Chinese New Year, because home is the eternal root of our nation." ”

"Bang-"

In the picture, a large fireworks bloom in the night sky.

Then the camera turned down to the lively scene of a family of three generations and five people eating a Chinese New Year's Eve reunion dinner.

At this time, the narrator added: "Chinese heart, Chinese love!"

Stretched from the panoramic lens of the dining table, it moved to the patio at the door and fixed on a brand-new Huaxia Princess scooter panorama.

At the same time, the narrator concludes: "We understand you, we know what you say, and we understand what you don't say." ”

Finally, the trademark logo of Huaxia brand with a capital H flashed to the end, and promoted the Huaxia brand to the national audience.

The narrator repeats again: "Chinese heart, Chinese love!"

The 30-second full version of the ad was a huge success, and viewers were moved by the delicate emotions portrayed in the ad.

Among them, "we understand you, understand what you say, and understand what you don't say" makes many people with life experience deeply sympathize and arouses strong emotional resonance.

Huaxia Motorcycle's promotional slogan "Chinese Heart, Chinese Love" was also successfully remembered by the audience, and everyone fell in love with the red Huaxia Princess scooter.

Because it is the king of standards, CCTV deliberately set aside 30 seconds of advertising space for Huaxia brands, if it is not for this relationship, you can't get rich because the schedule is full.

CCTV knows that the Huaxia brand has succeeded in spending a lot of money, and more companies will flock to it next year, because there are successful people in front. What's more, the price is also in place in the Huaxia factory, and the advertising space purchased is not too much bargaining.

"Chinese heart, Chinese love" has also become another successful popular advertising slogan after "Confucian family wine, teaching people to be homesick". The advertisements placed by Huaxia Factory are in line with the identity and status of their own standard kings, so that the Huaxia brand can get close to customers at once. Although Huaxia brand motorcycles do not advertise themselves as representatives of the national industry, the information that is invisibly conveyed is the pride of the national brand.

The next day, all Huaxia motorcycle stores saw at least a 10-fold increase in footfall, and many wanted to see for themselves what the red scooter really looked like. Red has also become the color that customers order the most, far more than the combination of black, silver, and white colors.

Although the dealer patiently explained that due to the limited production volume, it really could not meet all the requirements of customers to drive cars before the Chinese New Year. Because there are more than 20 days left for the New Year, the output inventory cannot be supported. But customers are still willing to increase the price to pick up the car for the New Year, after all, riding a big red Huaxia princess car to take the family out for New Year's greetings has become a longing scene in the minds of many customers. The root cause is that brand advertising has inadvertently sparked a trend that riding a red scooter to greet the New Year is a very fashionable behavior.

But more places are not selling Huaxia brand motorcycles, and many people can't see and buy cars, so they have to go home. Now the sales network is barely laid in Zhehai Province, as for the network in Suwu Province and Nanyue Province, which is in the beginning, and other provinces are basically blank.

Han Hao can't wait for his three heads and six arms, turning into thousands of doppelgangers and spreading the dealer network all over the country. Unfortunately, this is just a good wish, the meal has to be eaten in one bite, and he estimates that one of the focuses of his work in 1995 will be used in the construction of the sales network. If Han Hao is willing to recruit large agents, then it is estimated that it will take less than three months to establish a network covering all provinces across the country. But all this is not in line with his long-term goal, what he pursues is to surround the city from the countryside and work hard with the establishment of extensive base areas, because the city prohibits motorcycles from being licensed, and the countryside is naturally the main battlefield in the future. Large agents are not under their own control, and when they grow up, they will not lose their tails and increase the cost of channels. It is better to support small individuals with county-level units, which will never threaten themselves and form a spark of fire.

Pang Aiguo smiled so hard that his mouth couldn't close it, Huaxia motorcycles are really popular now. With a princess pedal model, it was sold in short supply, and people grabbed the car as if they were grabbing cabbage. The effect of advertising on CCTV is too obvious, and many people come by name and say that they want to buy the red Huaxia car on TV.

"It's the motorcycle that the family rides home for the New Year!"

If you can't name the princess model, customers will be referred to as what they see in the advertisement.

Pang Aiguo is preparing to open a second dealership in Canghai Town, where Hushan's home is located, in order to form a horn with the first store in the county. Canghai Town is located at the intersection of three townships in the county, and there are national and provincial highways passing by, so the economic development is very rapid. The area of commercial streets in the center of the town is enough to be equivalent to 1/3 of the county street level.

Han Hao encouraged these dealers to sink their tentacles from the county to the township, because in this way, they can better lay out and control the entire grassroots network. Dealers can develop sales outlets or maintenance points in their own districts and counties, and they are under their own control.

Nearby sales and maintenance can be close to potential customers. Pang Aiguo also invented an advertising method, which is to paint large characters on the walls of houses on both sides of the road intersection, such as "Huaxia motorcycle, Chinese famous brand, national pride." "It's not a lot of money, but it guarantees long-term results, especially when you pass by the roadside. This is a very down-to-earth way of propaganda in the township.

Han Hao saw that this method was really good, so he hurriedly promoted it to his own distribution network, asking dealers to find suitable advertising slogans on the walls of private houses on the national and provincial highways in their counties as soon as possible. The money for the advertisement will be deducted from the car payment, and in less than half a month, the advertising slogans of Huaxia motorcycles can be seen on the large and small roads in Zhehai Province.

As the Chinese New Year approaches, Huaxia Factory has new products ready to go on the market.