The previous "Beautiful Lies" and "Thirty Days of Promise" made Zhu Min have high expectations for the creative level of Lingxiao Pavilion Studio, especially when he learned that the ideas of these two short films were made by the great singer Lin Xiao, he was even more surprised.

With anticipation, Zhu Min opened the email.

When he saw the title of the script, Zhu Min's eyes couldn't help but light up.

Advertising is not just a good idea that will fit perfectly with the product.

Pharmaceutical advertising is different from other advertisements, such as medicine and toothpaste, you can't always use it every day like toothpaste, right?

For example, "Thirty Days of Promise" is very suitable for toothpaste, but if it is put on medicines, such as cold medicine, are you hoping that everyone will get sick and catch a cold every day?

Therefore, creativity is one thing, and on the other hand, it must be compatible with the product, otherwise, no matter how good the creativity is, it is useless.

This is also the reason why Zhu Min's eyes lit up when he saw the title, because this title is very consistent with Tiannan Pharmaceutical's flagship drug.

It's just that soon, Zhu Min's brows furrowed.

Because of the beginning of this script, how to say it?

watched patiently, and the more he looked, the brighter Zhu Min's eyes lit up, and after reading it, Zhu Min couldn't help but applaud.

Whether it is the copywriting or the plot, it is very amazing, and even people of Zhu Min's age have a feeling of being moved when they see it, which makes him more and more confident in this advertising idea.

And he felt that this advertisement appeared at the right time, which reminded him of the intensifying negative energy of social media in the past two years, especially after experiencing a number of negative social energy events, there has been a trend of explosion in the near future.

So the time when this advertisement appeared suddenly appeared.

Zhu Min didn't let Lingxiao Pavilion Studio wait too long, and the next day, Zhu Min responded and asked Lingxiao Pavilion Studio to come to Tiannan Pharmaceutical to discuss cooperation.

When he saw Lin Xiao himself, Zhu Min was still a little incredulous.

For Lin Xiao, Zhu Min's impression of a star or a relatively talented singer was only on it, but he didn't expect that Lin Xiao would be so amazing for advertising and creative scripts.

is versatile and handsome, so Zhu Min has no reason to feel jealous.

How do you say that old saying, you can rely on your face but you have to rely on your talent, and how do you let others play?

Of course, Zhu Min didn't doubt that this script idea was not from Lin Xiao at all, just his name, but then he shook his head and smiled, with Lin Xiao's fame and talent that had been highlighted, he didn't need these at all.

However, he still called several employees of the advertising department in accordance with the established process to listen to Lin Xiao's analysis of this advertising idea.

"In today's informatization, a lot of knowledge content is no longer attached to professional learning and training, because the acquisition of information has become easy, and it can be easily obtained at the touch of a finger. When they are sick, consumers can go to pharmacies and buy OTC for treatment, which greatly increases the demand for drug quality and safety. And when buying drugs, how to make customers think of our brand drugs for the first time, I think this is the goal of our brand's struggle. ”

Lin Xiao talked confidently, of course, Lin Xiao must have made a lot of preparations for this.

Zhu Min and others were noncommittal to Lin Xiao's words, and it was naturally impossible for them, as people from the advertising department of Tiannan Pharmaceutical, not to be clear.

"Therefore, it is particularly important to set up a brand fulcrum and create brand recognition.

First of all, we should set sail from the establishment of the brand fulcrum to find a strong support for the rebuilding and long-term development of the brand. Your company's main product is 365 cold medicine, so let's start with colds.

When people have a cold, they will always experience sneezing, runny nose, headaches, etc., and this is when they are emotionally and physically vulnerable, and if someone takes care of them, they will feel intimate and warm. Such a tone finally created the advertising slogan "Warm and intimate", which intuitively expresses the characteristics and efficacy of the product, which is simple and clear, and impressive.

In the face of a homogeneous market, successful brands should pay more attention to how to establish an "emotional position" in the psychology of consumers, how to make consumers' emotions effectively focus on the market, and consumers are more likely to remember the slogan "emotional" than a long and large advertising slogan. ”

Someone once said: "Ordinary brands sell products, and excellent brands sell feelings." Therefore, my advertising creativity is to transfer the preference of advertising through marketing content to the brand, so as to achieve a reasonable resonance with the content, with the purpose of linking emotions and brand products without contradiction, strengthening brand activity and enhancing favorability, so as to maximize brand influence.

The content of the advertisement, through the warmth of the heart, expresses the theme of "although the world is not so beautiful, it is not as bad as imagined......

We all know that in the past two years, negative social news has emerged in an endless stream, especially the negative comments of some netizens on some online events, as well as the promotion of social media, which has made this deformed social form begin to become disgusting, and even reached the critical point of outbreak.

Our advertising creative, is based on this premise, reversed, presumably everyone who has read the advertising script should have a sense of sadness when reading the first half of the article, which is precisely because of the long-term negative energy spread of social media, people will always think in a bad direction when they see the beginning of a thing, and the final reversal can further reverse and amplify the emotional ...... of moving"

"In my plan, in fact, this is just the beginning, and there should be a series of different types of advertisements with the same theme in the follow-up to deepen the influence of the brand......

"Bang bang!" As soon as Lin Xiao's voice fell, Zhu Min and the employees of the advertising department involuntarily stood up and applauded.

"Mr. Lin, if I heard me correctly, you just said that this is just the beginning, which means that you already have the idea for a complete series of advertisements there?" asked Zhu Min as he looked straight at Lin Xiao.

"Yes, but it's better to say than to do, no matter how good you say, it's better to look at the actual results, my plans need to be based on the first commercial to achieve the expected results, so it's too early to talk about these things, what does Minister Zhu think?" Lin Xiao said with a smile.

Zhu Min nodded, of course he understood Lin Xiao's thoughts, it was nothing more than wanting to sell at a high price, but he didn't reject it, because in business, for Lin Xiao, this first cooperation, Zhu Min could not give too high a price, of course, if the effect of this cooperation can meet expectations, or even exceed expectations, then it is natural for follow-up cooperation to increase the price.