It was naturally Xu Chuan's idea to let the "grandma" in the MV come to the scene.

Because aside from the shooting skills and the song "Dream it possible" and other elements.

The story shown in this MV alone is actually relatively cliché.

Of course, clichés and dog blood are not the same thing. As long as the story about family affection is sincere and cliché, it will still bring people undiminished.

However, Xu Chuan, as a person who stood on the shoulders of the original MV, since he felt this cliché, he naturally had to dissipate the taste of these clichés in some special ways.

There are three main points to this approach.

The first point is to borrow Qiu Yicheng's real experience. As I just said, as long as the story of family affection is sincere, the touching will not be reduced.

The second point is to add elements of minor keys that are very familiar to Chinese people, and use collective memory to drive everyone to resonate.

Last but not least. That is to break down the fourth wall of theatrical concept, so that the story extends directly to reality on the screen.

Through this extension, all the audience present at the Huawei press conference will become a part of the story.

How do you understand this concept?

Let's put it this way, Qiu Yicheng on the stage at this time is not standing on the stage as herself, but as the MV heroine.

In other words, the MV for Huawei's promotional song "Dream it possible" was not really recorded until this moment. The press conference is the real end of the MV.

The reason for this is actually very simple, because no matter how good the song is and how moving the MV is, it is also a fancy advertisement.

Therefore, the MV needs to reflect the role of Huawei.

And what role does Huawei play in this story about dreams and family affection?

The obvious answer is that it acts as a "bond".

When her granddaughter was away from home for the first time, her grandmother gave her a Huawei mobile phone. This Huawei mobile phone is the "bond" between the grandparents and grandchildren after a long separation for the first time.

In the following days, the grandparents and grandchildren felt the warmth of family affection through this "bond".

Unfortunately, my grandmother and granddaughter were separated forever and never had the chance to see each other again. This "bond" seems to have lost its meaning because of the old man's departure.

However, the granddaughter happened to become the spokesperson of Huawei's mobile phone, which originally represented the bond, and this identity gave this family affection another form of continuation.

Finally, the granddaughter came to the press conference of Huawei and sang the tune that her grandmother taught her when she was a child.

It was while singing this tune that she saw the grandmother who had left this world in a trance, and applauded herself in the audience.

The barrier between life and death seems to be broken at this moment; The barrier between story and reality is similarly broken.

Huawei once again became the "link" after the separation of the two; It has also become the "door" for the audience to enter the world of the story.

That's the real core highlight of this campaign. Neither on Earth nor on Blue Star has ever been so planned. This is also the reason why Liu Tan was stunned directly in Xu Chuan's studio at that time.

At the same time, in order to make the audience on the scene and the audience in front of the screen more immersive.

There was no interaction with Qiu Yicheng and the actress who played the grandmother at all. As soon as the lights dimmed, grandma and Qiu Yicheng took the opportunity to leave quickly.

They themselves will not be present at this press conference for even a second.

"? Just gone? Don't the spokespersons interact with each other? ”

"No, I didn't understand the last one."

"Although I didn't understand it, it didn't prevent my goosebumps from rising, this advertisement was shot well."

It's normal not to understand it, and some things do need time to ferment before they can be dug up. And the moment when the connotation is dug up, it is the moment when this advertisement "explodes" again.

The audience at the scene is discussing, and the audience watching the live broadcast will definitely not be quiet.

[Huawei's new promotional song is a bit good, brothers]

[It's one thing that the song is good, but the MV is also good]

[To be honest, I really didn't expect that the female singer who is on the stage now is Qiu Yicheng]

[It's true that I've always been quite indifferent to her, but today it's really changed]

Among the user groups who can come to see the press conference, there are indeed a considerable number of people who are indifferent to Qiu Yicheng. This is normal, no matter how popular she is, she is not so popular that everyone likes her.

On the contrary, due to her idol debut status, many people have a lot of stereotypes about her.

Add to that the fact that she's really leaping by leaps and bounds, which is what happened this year. Such a short period of time is not enough to change the minds of those who have stereotypes about her.

Even many people won't listen to new songs, even if they are the boutiques that Xu Chuan brought from the earth.

Therefore, even if Qiu Yicheng's songs are sought after, they are "unfamiliar" for a considerable number of people.

However, today's performance at Huawei's press conference made many people begin to face up to this young female singer who is popular at home and abroad for the first time.

Otherwise, an excellent person only needs a window to be able for many people to see her and remember her. The current Qiu Yicheng is very good.

Soon, in the huge discussion, the entry of #huawei press conference Qiu Yicheng# directly rushed to the hot search list of major Internet platforms.

And the full version of the "Dream it possible" MV was also released by Huawei's official account. It's not just put on domestic video platforms.

Mainstream video sites abroad have also been released.

At the same time, the sound source of "Dream it possible" was released, which can currently be searched on mainstream music software at home and abroad.

However, this song is an advertising song, and according to the rules of Blue Star's side, it cannot be included in the Billboard chart. Therefore, Qiu Yicheng could not be on the Billboard HOT100 again through this song.

Of course, whether or not to board the bulletin board means little to Qiu Yicheng.

Follow Huawei's sales channels all over the world, and the traffic is a little larger than that of the bulletin board.

The playback data and influence of this song at home and abroad on the earth back then were not comparable to ordinary Billboard weekly crown songs.

And so it was, on the second day of the Huawei press conference. Ora's name has once again appeared in front of countless users on the Internet.

Moreover, this time is different from the last time. Last time, it could be said that Qiu Yicheng's song was very popular, but among the 100 people who have heard Qiu Yicheng's song, only 10 or fewer people may be able to recognize her.

This kind of thing is not a special case, there are many things that have heard songs but don't know the singer.

But this time due to the spread of this MV. Qiu Yicheng is not only a popular song, but his own image has left an impression on many people.

Now, out of 100 people who have heard Qiu Yicheng's songs, maybe 50 people can recognize Qiu Yicheng. And that's just the beginning, and the percentage will continue to climb until it reaches 100 percent.

At the same time, the interpretation video of this MV finally appeared on the Internet.

The first person to make this video was none other than the well-known YouTube blogger [Alice at Six O'Clock] who released Qiu Yicheng's "Far from Home" reaction video before.

She can make videos not because she is smarter than domestic bloggers and has discovered the connotation of advertising.

Instead, Xu Chuan arranged for someone to send her a private message in the name of a fan, and mentioned some things in the private message.

After reading this private message, Alice was pleasantly surprised. She felt the need to make a video, and she expected that this video would definitely be popular.

In fact, just as she thought, the commentary video she made was really popular.

"I want to emphasize again that this is simply a genius advertising idea, who would have thought that even Ora, who sang at the press conference, would still play the role of a music video?"

After analyzing a large number of things, Alice basically analyzed Xu Chuan's thoughts.

Her comment area, along with her fans, keeps jumping out of the comments of [WTF?]. Obviously, no one really thought of this one.

Then, she changed her words and continued: "In addition to this, I also want to share with you the deeper content hidden in this MV.

Everyone looks at this concert scene, this is the Bird's Nest in the National Stadium in China. That's right, it was the main venue of the Beijing Olympics that year.

I checked the information, and Ora's last concert was held at the Bird's Nest, and there were 60,000 people in total. In other words, this scene is not a special effect, but a real shot.

Of course, I'm not trying to share with you how many people there were at this concert. What I really want to share with you is what we can see through this lens. ”

As she spoke, Alice paused the camera to the picture of Qiu Yicheng with her back to the camera, and the sea of stars in front of her.

Immediately after, she marked the position in the lower left corner of the screen with the mouse, and through her annotation, you can clearly see that there is a teleprompter in the lower left corner.

The teleprompter for the concert is not something to be looked at. What's really noteworthy is the lyrics displayed on the teleprompter.

"See, the teleprompter is the lyrics of "Far Away from Home". In other words, this shot is the scene where Ora has just finished performing the song.

Ladies and gentlemen, isn't the MV of "Dream it possible" about Ora leaving home to pursue her career and dreams?

From this point of view, there is a logical relationship between the two songs "Dream it possible" and "far away from home".

I couldn't help but search for a video of Ora's last Bird's Nest concert. Luckily, there was a live performance clip of "Far Away from Home" on the Internet.

And in this video, there's a shot that I think I need to show you. ”

After speaking, Alice opened Qiu Yi's Orange Bird's Nest concert and performed a slice video of "Far Away from Home". Then pulled the video to the end.

A view of the audience at the concert was then displayed on the screen.

In the audience, on the left is a middle-aged couple, in the middle are two empty seats, and on the right is a handsome young man.

The couple is Qiu Yicheng's parents, and the young man is Qiu Yicheng's younger brother, Qiu Zhixia. As for the two empty seats in the middle, they were left by her late grandparents.

By the way, there is no Huawei mobile phone on the empty seat. The vacant space in the MV with the picture of Huawei's mobile phone was shot on a separate set.

Concert video, this screen stays for two seconds, and the screen switches back to the stage. A close-up shot of Qiu Yicheng appeared, she pursed her lips tightly, and her eyes flashed with tears.

This is the close-up used in the MV.

How do I describe how I felt when I saw this? To be honest, when I watched this MV, I was very moved.

Especially when I saw Ora's face with tears in her eyes. I thought it was her acting skills, but reality tells us that it's not acting, it's true feelings.

This also answers the question of why Ora always feels special when she sings "far away from home" or "Dream it possible".

The answer is because she sings her own stories. I don't know how much you know about Ora, but after looking up her profile, I found that she is really a charismatic and strong and courageous woman.

It can be said that the story depicted in the MV of Huawei's advertising song is very similar to that of herself.

I felt compelled to give you a brief account of her experience......... Can you believe that? She turned out to be an amateur race car driver.

once endorsed the Rolls-Royce Dawn in China, and the orange convertible was built for her. Because the Chinese meaning of the last word of her name is orange ............"

In the following time, Alice began to tell Qiu Yicheng's career from the trainee period to the present.

Of course, what she talks about is subjectively artistically processed. The Qiu Yi orange in her mouth is more perfect and legendary than in reality.

Whether it was Xu Chuan or others, it was directly omitted by Alice.

Anyway, according to her, all the achievements that Qiu Yicheng has achieved so far are completely through her personal efforts. Truth be told, the audience also prefers to listen to the processed story, which is the instinct of the brain.

In addition, people on the Internet do have a limited understanding of Qiu Yicheng, so isn't it for Alice to blow? The harder she blows, the better Qiu Yicheng's impression in the hearts of foreigners will be.

So, that's a good thing, a big good thing.

As for Xu Chuan's omission, it is even better in his opinion.

The Internet has sparked a huge discussion because of this video of "Alice at Six O'Clock".

There is also a lot of content discussed on domestic Internet platforms.

One of the most popular is a promotional picture of netizen P's Huawei, which uses a close-up of Qiu Yicheng's tearful eyes.

Not to mention that human feelings are the same, whether it is an intranet or an extranet, everyone agrees that Qiu Yicheng's close-up is very moving. Because that feeling of true feelings can reach people's hearts.

This netizen put the logo of Huawei at the bottom of this promotional picture, and wrote Dream it possible under the logo.

Of course, none of this is the main thing. The most important thing is that in the middle of the promotional image, four big characters are written in an artistic font [Dream "Orange" is true]

Dream it possible means "dream come true" in Chinese. The translation can be used as a homonym with Qiu Yicheng's name.

Youdao is the essence of marketing, which is to be good at discovering the needs of users.

Seeing that netizens liked this poster very much, Huawei quickly reprinted this poster to its official account.

Not only that, but they also mailed a brand new Mate to the netizen who made the poster. As soon as this news came out, it set off a heated discussion.

It was in this process that some bloggers in China made the same interpretation as [Alice at Six O'Clock]. At the same time, Alice's video was also moved to various platforms on the intranet.

Now, the related topics on the Internet can be said to be hot.

Under the content of the related video, the most commented comment is "?! Two words.

In addition, there are many similar [Damn, I just feel that this advertisement is well shot, but I didn't expect there to be so many doorways. Such a comment.

"Oh my boy, is this really a human idea? How could I not think of it? Why? "Liu Tanhui, who is in charge of docking with Xu Chuan over there, is almost stupid when he looks at the current advertising effect.

He knew that the effect of this marketing would be very good, but he really didn't expect it to be so good, it was simply beyond everyone's expectations.

"Boss, isn't it a bit worth it for this spokesperson?"

"The last time I listened to Xu Chuan talk about the plan, I felt that the creativity was awesome, but I didn't expect it to be so awesome, even the songs are linked back and forth."

"I said at the time, this 'Dream it possible' must be a song that they had been preparing for a long time. Otherwise, how could it be so coincidentally linked with "Far Away from Home".

The linkage is good, this is great, this is really not a 1+1=2 thing, the popularity of the Internet is really about to explode. Boss, we have caught up this time, and our luck is really good. ”

After hearing this, Liu Tanhui nodded and said, "It's indeed lucky, but if it's a little later or earlier, we will miss Xu Chuan's plan to push the song."

However, Qiu Yicheng's performance is also really amazing, but whenever an artist changes, I think the effect will be several levels worse. Now it's really just a matter of watching them perform. ”

Liu Tanhui now also thinks that "Dream it possible" is something that Xu Chuan has prepared for a long time.

However, he, like the rest of his team, didn't have any bad thoughts about it. On the contrary, I felt that I was lucky to catch up.

Such a good plan, I took it without spending a premium on my side, and I made a lot of money.

"Boss, you said that if everyone now knows that Sanger who wrote this song is Xu Chuan, then will the popularity of our advertising this time continue to rise?"

He suddenly said this because those Xu Chuan's sunspots on the Internet began to talk about Sanger again.

Before saying anything, Qiu Yicheng followed Xu Chuan silently. Now that he is in Sanger, the two songs have blossomed at home and abroad. Xu Chuan and Sanger must not be said to be superior.

This is said to be hard black, but Xu Chuan's sunspots are hard black every time, so everyone is used to it. But habits are habits, nausea is really disgusting, and it affects people's mood quite a bit.

The purpose of these sunspots is also to disgust people, and in their opinion, it is best to make Xu Chuan and Qiu Yicheng have a disgusting falling out.

Therefore, as soon as the person's voice just fell, one of them directly echoed: "Boss, do you want to let some news out?"

You see that those sunspots on the Internet are annoying enough, and now it can be regarded as a slap in the face if the news goes out. ”

"What do you think, does Xu Chuan need you to help him slap his face? This matter was signed with a confidentiality agreement, and the news was released, you guys are crazy, right? Liu Tanhui immediately frowned and reprimanded when he heard this.

"Just kidding, just kidding." Seeing that Liu Tan would be angry, several people immediately shrunk their necks.

"I'm not kidding you. If you don't want to lose your reputation and job, just keep your mouth shut and don't say anything to anyone. You really think Xu Chuan is good to speak, isn't it?

People can't run a company, and it's still easy to get a few of us. Take 10,000 steps back and say, Xu Chuan is so refreshing this time, we can't harm his affairs in public or private. Liu Tan will continue to reprimand.

"Understood, understood." Seeing that Liu Tanhui had a serious face, several people also put away their smiles and replied seriously.

Here, Liu Tan will teach his subordinates a lesson.

On the other hand, the high-level executives of Huawei's friends are also teaching people.

"Learn, study hard, look at what others are doing, and then look at you. It's also spending money, why do people spend money on the blade, but you are like that Wang Duoyu, spending all the money on the knife handle?! ”

"That, chairman, this advertisement is really Wang Duoyu...... No, it was made by Xu Chuan's Shuangmuchuan. ”

"And then? What do you want to say? ”

"Since Huawei can cooperate with Shuangmuchuan, then we can do it too. If you think, nine out of ten of the advertising creativity and marketing methods this time were made by Xu Chuan himself.

That familiar style and flavor are about to overflow across the screen. Xu Chuan has played a lot of tricks in the past few years, and he can have this status now, and his hype ability will account for at least sixty percent of the credit.

Moreover, he has filmed public service advertisements of the level of "Chopsticks" before. In the past, it was difficult for us to speak, but now that he has companies with related businesses, then we can cooperate with him.

The most important thing is that we have sponsored Xu Chuan's variety shows and activities many times before. I have always maintained a relatively good business relationship with him.

With this relationship, with Xu Chuan's temperament, we asked him to help us make a marketing plan, and he should not refuse. ”

"I understand what you say, can I understand it like this, that is, we have always had a good business relationship with him, but we were accused of stealing chickens?

What about your group of people, you just don't want to move your brain when you are full, even if you have this relationship, even if he has already filmed an advertisement at the level of "Chopsticks".

You never thought about going over to him in advance for a more in-depth cooperation, did you? The chairman looked at a few people and said with a smile.

“Emmm…… Hearing ......the chairman's words, several people present didn't know how to pick it up.

Similar conversations are happening in many companies.

Shuangmuchuan Media, through Huawei's marketing promotion, can be regarded as directly entering the field of vision of many large enterprises.

"Mengying, there are many companies that have invited us to join their list of brand marketing suppliers." In an office of Shuangmuchuan Media, Fu Wanwan was looking at the documents while smiling at Lin Mengying.

Entering the supplier list means that all the brand's brand promotion projects in the future will have the opportunity to participate. The annual brand marketing budget of a big brand is not a small amount of money.

"Go in and go in, we really don't have the ability to take on so many projects." Lin Mengying shook her head helplessly when she heard this.

Although the company has begun to take shape after such a long period of rapid development, neither hard power nor soft power is enough.

"In fact, these companies just want Xu Chuan to give advice in the key publicity, not because of our usual marketing capabilities." Fu Wanwan said with a laugh.

"We can't always rely on Xu Chuan, where he is busy, we still have to improve our ability." Lin Mengying sighed when she heard this.

She has now tried her best to imitate Xu Chuan's thinking and consider things, so that maybe in the near future, she can also carry some projects independently.

As mentioned before, Shuangmuchuan has two companies, one media and one supply chain.

In addition to integrated marketing, media companies also have MCN business. Shuangmuchuan's MCN has a small number of people, and there are only about 10 Internet celebrities under its umbrella now, but all of them are head Internet celebrities.

Xu Chuan did not follow a model similar to worry-free media. The probability of Internet celebrities overturning is too great, not to mention that Xu Chuan is a traverser, he can't prevent it even if he is the king of heaven.

Therefore, the number of people should be small and precise, so that it is easier to manage.

In addition, Xu Chuan's idea is to incubate these Internet celebrities and then invest in these Internet celebrities to make them their own MCNs.

In the future, Shuangkigawa's MCN business will be completely stopped. Moreover, the investment was not made in the name of Shuangmuchuan. On the bright side, Shuangmuchuan will not have anything to do with the MCNs of these Internet celebrities.

At present, there is already a female influencer who is setting up a related company.

In addition, if you really want to make money, you have to be hilly and river. The income of a "richest man in Xihong City" directly filled the company. Wait for the end of the month to draw and maybe get about 1 billion in account sharing income.

If this money is not taxed, it will soon catch up with the advance fund that Xu Chuan has in hand.

Therefore, when making film and television investments in the future, Xu Chuan will make joint investments, with hilly rivers accounting for 75-80% and advance funds accounting for 20-25%.

This ratio is relatively reasonable, after all, film investment is risky, and he uses his own money to take the lion's main risk, which is also reasonable.

On the contrary, if he has the idea of letting the Pioneer Fund make more money to expand the capital pool, let the Pioneer Fund take the lion's share. On the contrary, it will not work, and others will say that he should not take public money properly.

The most important thing is that if the profit of this fund is too high, it is not a good thing that the pool of funds becomes too large.

I don't know how many people are staring at it now. If he really makes the pool too big, whether he can hold this fund is another matter.

Of course, it doesn't matter if you can't hold it, Xu Chuan didn't plan to ask for it.

But what if someone comes to invest in Xu Chuan's project with this fund in the future? If this is the habit of taking the majority now, what about the new fund managers in the future?

Therefore, in terms of money-making projects such as film investment, Xu Chuan has to form a practice of a small proportion of advance funds.

In this way, even if the fund is really sold in the future, there is room for reversal.

In addition, Xu Chuan also has to enrich the investment projects of the Pioneer Fund and try to spend the money in more areas.

For example, doing that music award is an investment.

And Xu Chuan is not going to and can't contribute money to this investment. If he pays for this thing, the prize will be worthless.

Here, Xu Chuan is planning the use of the fund.

On the other hand, the directors who received Xu Chuan's invitation to the symposium also began to ponder.

Although, everyone ponders in a different direction. But the purpose is the same, that is, to see if we can get the investment of the fund from Xu Chuan.

(End of chapter)