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In a sense, Isha is not a qualified assistant candidate. But this young girl has deep experience in brand management, and it is precisely because of her that Zhou Qingyu brought her to China.

The next day, Zhou Qingyu contacted some domestic relations, and after the division of labor, he and Isa Bing split up and immediately started the brand's exposure and advertising shooting.

Zhengxin's advertising planning is actually simple and crude, relying on Zhou Qingyu's star effect and special status as the darling of the fashion industry, plus her extremely compatible temperament with TT.

But for an ad that is only fifteen seconds long, what can be shown is the concept and selling point. Therefore, when it was originally planned, the planning department of Zhengxin made a special plan.

Short advertisements are placed through WeChat moments, and then web links are used to show the functions and performance of TT to potential customers who are interested.

Given this approach, whether the content of the ad can catch the customer's attention within 15 seconds becomes the difference between victory and defeat.

In fact, the planning department has two sets of plans for the advertising content: one is to let Zhou Qingyu drive, and then show the rear wing that can be adjusted with speed and good handling performance on the road.

The second is to let Zhou Qingyu wear clothes of the same color as the car, and then play the violin, using the change of melody to show the process of the car from static to moving, from slow to fast. This not only highlights the star effect of Zhou Qingyu, but also sets off the performance and characteristics of TT.

Originally, it seemed that after these two planning cases, even the people in the advertising company applauded the cases, but Li Fanyu thought that they were average.

To be honest, in fact, these two creative singles have reached the high level of domestic car advertising.

But Li Fanyu, who is already aesthetically tired of all kinds of similar car advertisements, feels that there are really no bright spots in the advertisements.

These two advertising ideas are correct, but the problem is that in the current Chinese market, car advertisements are shot like this, and the mentality of following the crowd is unacceptable.

Since the space is limited, it is even more necessary to dig into the inside of the product in a limited time, rather than wasting it on endless special effects and celebrity chatter, even if it is a big coffee like Zhou Qingyu.

In a car advertisement, you can show the personality and characteristics of the main character of the advertisement, but there must be a degree to this.

Zhou whispers that he can drive, but what can he reveal in the advertisement if he circles on the road? Can the road in the wilderness be speeded casually, or is the tail wing of our TT worth 450,000?

So, the first plan was ruthlessly passed.

But when he was about to kill the second one, he was met with strong opposition from the team.

According to them, it is necessary to show the movement and elegance of TT. This is unshakable.

But for Li Fanyu's indifference, everyone had to face it squarely. So in the end, there was only one way to compromise.

That is, two ads are placed at the same time in the circle of friends.

Advertising isn't expensive anyway......

In the time and space when the historical process of automobiles has not changed, Li Fanyu has seen a program called "A Spicy Review of Car Advertisements" on Yiche.com, and he agrees with some of the points in it;

It was along this starting point that Li Fanyu personally planned the second version of the advertising content.

The content of the advertisement is actually very simple: Zhou Qingyu, who has been busy on the catwalk for a day, walked into the parking lot, and found his own beautiful charming orange TT at a glance in the middle of a group of black or white cars. Then she took off her high heels, rubbed her sore ankles, and walked into the car barefoot.

As the car started, the pleasant, surging sound of the engine sounded, and the tiredness between her brows dissipated slightly, replaced by the corners of her mouth that curled up with the sharp turn of the steering wheel. The picture is fixed on that smile with anticipation, showing the satisfaction of life in addition to busy work.

In addition to reflecting the beautiful and colorful appearance of TT, it also conveys the connotation that TT itself wants to express.

In this advertisement, TT has become more than just a car. It also represents a sense of satisfaction in life.

If you think about it, there are many kinds of satisfaction, it can be a lover's embrace or something else. But since it's a car sale, it's only natural to change it to TT.

So at the end of the advertisement, different from the previous TT Nalei people's "give you all your dreams". Li Fanyu's slogan is, "There is always another wonderful life." ”

Last night, Zhou Qingyu didn't look too carefully at the advertising plan.

Now that she has met with the film crew of the commercial, she has learned about the whole process and the content of the advertisement, and she is very much in favor of the idea.

When she learned that this plan was formulated by Li Fanyu herself, she was even more curious about the man behind her who was looking around with his arms in his arms.

Whether it is the rogue care of making himself a dignified international supermodel wearing cotton pants, or the direct understanding of career women, it means that this is a man who is careful and knows how to care about women.

Such a man, if he is a boyfriend, maybe... I think it's very qualified......

Shaking his head and throwing this unrealistic idea to the back of his mind, Zhou whispered the advertisement again.

TT's audience is women between the ages of 20 and 25, and she is one of them. In her opinion, this ad at least caught itself.

For this content, Zhou Qingyu has a sense of belonging.

But because she had agreed with Li Fanyu before, this advertisement should be appropriately implanted with her own light luxury brand, so she put forward some opinions and made minor modifications.

She was very satisfied with the theme of the content, and of course there was no need to change. It's just that in the two versions of the advertisement, the clothes and accessories she wore when she played the violin, and when she walked the runway, were replaced with products of her own brand.

And after reading her opinion, Li Fanyu felt that this was a bit not obvious.

As a result, the display page at the end of the two versions of the advertisement became Audi TT, whispering light luxury. ”

It was with this feeling that it only took a little more than a day to complete the shooting of the two commercials smoothly.

Why did it go so well?

Because what is shown in the advertisement seems to be her daily life. Needless to say, playing the violin is a basic skill. And the fatigue after walking the catwalk for a day, there is no need to act......

Merely... Often after a busy day at work, she drives a dull and wide SUV alone, looking for the kind of security that she has lacked since childhood.

So looking at the finished advertising film, she suddenly had an urge to buy a TT.

From this point of view, this advertisement undoubtedly captures the soft psychology of women.

……

Zhengxin has already communicated with Tencent, and as soon as the advertisement was filmed, Tencent immediately took the lead and completed the content review and some policy procedures.

Only two days later, two versions of Audi TT's advertisements appeared in the WeChat circle of friends of some beautiful women. (To be continued.) Mobile phone users, please browse and read, a better reading experience.