At the end of July, all the graphics, videos and promotional materials were completed.

At the beginning of August, a comprehensive online and offline propaganda offensive was launched.

Since April, Terry has released shopping festival topics on various mainstream news portals to pave the way for the project, and it was not until the beginning of August that the project was fully promoted.

For a while, the slogan of the event "Come to the 9.8 Shopping Festival, not just cheap!", the video promotional videos and graphic posters of the event spokespersons Lin Yun and Yufan were all over the major online media and all corners of the city.

The overall promotion plan is divided into two parts: online and offline.

In the online part, we use the EB shopping platform to display and advertise on the site, and at the same time carry out sub-band advertising with strategic partners such as Sina Weibo, NetEase, and Sohu.

In the offline part, offline media placement is carried out in the four first-tier cities of Beijing, Shanghai, Guangzhou and Shenzhen, such as buses, subways, buildings, etc.

Massive publicity, coupled with the celebrity traffic blessings of Lin Yun and Yu Fan, two popular artists, caused huge repercussions as soon as the publicity was released.

The WPP agency team regularly returns the online media delivery effect monitoring report, and provides the publication certificate of the offline media delivery within 24 hours of the publication.

Mu Zi tugged at his heart and was always in a state of intense preparation.

"Guanyin Bodhisattva, Queen Mother, Jade Emperor Earth... Please bless you all the best. ”

Muzi was originally an atheist, but recently he has become a god, so he wishes he could go to the fairy lake every day to worship and pray for the blessings of the gods.

Maybe the heavens heard Muzi's prayers? Everything was normal for the first three days, and the results were even more gratifying than expected.

In addition to looking at the data provided by the agent, Muzi also browsed the volume and feedback of various media on major news websites from time to time, and also walked to the city's major buses and subways to confirm the placement of advertisements on the spot.

It's so good, I'm in charge of such a great project, Muzi's self-confidence began to swell greatly, haha.

In Muzi's favorite Shencheng CBD Shenda Station, a large-scale creative lightbox tailored for Lin Yun and Yufan:

At the exit corridor of the subway station, the field of vision is wide, and the original independent light boxes are all connected with LED screens, forming a continuous wide angle, and the scene is spectacular.

The visual display spreads across the entire screen, showing the four scenes of the Republic of China style, time tunnel, sea adventure and beautiful world with gradual interpretation, which is both scientific and technological, and beautiful.

Looking at such a beautiful advertising creativity, as well as Lin Yun and Yufan, two lovely people, Muzi was really a little proud in his heart:

"These are still the ones I watched the process of production on the spot, and I also have direct interaction with the star artists on it, hahahaha, I Muzi is also now, a person with contacts in the entertainment industry. ”

After a few days of publicity, everything went well, and Muzi finally breathed a sigh of relief.

However, things in the world are often like this, as Murphy's Law summarizes, the more worried you are, the more likely it is to happen.

On this day, Muzi had just arrived at the office, and before the computer could be turned on, he heard Jimmy come over and call him to go to the conference room.

Seeing that Jimmy, who had always been optimistic, also had a rare solemn complexion, Muzi asked, "What's wrong?。。。 ”

Entering the conference room, Terry and Linda have arrived.

Linda has been pregnant for more than 8 months, the due date is September 15, September 8 is the landing time of the shopping festival, Linda once said to Muzi: "I will wait until the end of the event on September 8 to start the vacation, and I will fight with you until the last day." ”

Muzi was very moved, looking at Linda's already obviously bulging belly, she was struggling to walk, but she was still working hard for this project.

Muzi felt that he had no reason or excuse to slack off, and he must work hard to persevere and complete the project as well as possible.

Seeing that everyone had arrived, Terry asked, "Do you all know this?"

Mu Zi looked at Tang Terry and the others with a puzzled expression.

Terry said: "Joy Offers officially announced at 12 p.m. last night that they were going to have a discount week in September. This morning, it was found that several offline media outlets had co-investing. ”

"Huh?" Muzi was surprised.

"Here, look at the photos from the scene. Terry turned the computer screen to the trio.

What is displayed on the computer is a picture of a bus shelter, and EB's shopping festival is mainly in the four first-tier cities of Beijing, Shanghai, Guangzhou and Shenzhen.

When planning the project, because of the consideration of the best cost performance, the bus shelter did not choose the way of the kiosk, so if there are multiple advertising spaces in a bus shelter, there will be an EB9.8 shopping festival advertisement on one side, and a promotion of the discount week in September on the other, which is really embarrassing to watch.

"It's shameless. Muzi said indignantly.

Linda said calmly: "In the offline media delivery department, we have an exclusive requirement to sign an agreement with the agency.

Therefore, we quickly asked the agent to follow up on the exclusive punishment measures as soon as possible, and required several media outlets that had listed competing products to follow up with the advertisements to be removed from the shelves as soon as possible, and to compensate us twice the resources according to the agreement. ”

"Okay. Jimmy nodded.

Terry said lightly: "We have been preparing for this event for so long, everyone should have confidence and respond positively. I've made appointments with colleagues from the marketing, PR and legal departments to work together to develop a response. ”

During the communication, Eva, the director of marketing, Charles, the director of public relations, and Sabrina, the director of the legal department, came to the conference room one after another.

Linda told Jimmy, "You're here to follow up on the agent's exclusive penalty. Keep an eye on it, and be sure to give a solution today."

"Okay, I'll get in touch. ”。 Jimmy quickly got up.

In the conference room, Sabrina, Legal Director, said: "Under the exclusive agreement we signed with our agents, we must defend our rights. ”

All the participants at the scene also expressed their agreement.

Sabrina continued: "We strongly dislike this kind of hostile competition, and our legal department suggested drafting a lawyer's letter to send to the media involved in the co-investment at this event. ”

Terry nodded and said, "Agree with me, let these media also know EB's attitude on this issue." ”

Terry looked at Charles again and said, "Also, what advice does Charles have on this matter?"

"From the perspective of the public relations department, we should issue a statement as soon as possible so that the public can recognize the truth of the malicious incident and strive for the attention and guidance of public opinion. Charles replied.

"The hard work of the Terry team emailed me and Sabrina as soon as possible to provide the relevant background information as a reference for issuing the lawyer's letter and drafting the statement. ”

"Received, please Muzi take charge of following up. Terry commanded.

"Okay. I will sort out the relevant information and send it to the two of you as soon as possible, and if there is any additional information we need at any time, we will communicate at any time, and I will be on standby at any time. Muzi replied.