AOKANG Works Together With Zhejiang Satellite TV To Create A New Classic Of Implant Marketing

In any industry, the good or bad marketing communication directly affects consumers' recognition, market position, brand influence and appeal.

In this regard, the Zhejiang AOKANG shoe Limited by Share Ltd (hereinafter referred to as AOKANG) and Zhejiang TV's inspirational drama "falling in love with the anchors" is a typical example of the deep marketing cooperation, "falling in love with the female anchors and falling in love with AOKANG" is the story of serial marketing communication, which is worth learning from in the industry.

A few days ago, the commercials of the AOKANG business holiday were broadcast in Zhejiang satellite TV and Hunan satellite TV. With the Zhejiang TV actress Zhu Dan, slowly speaking, "falling in love with the female anchor and falling in love with AOKANG", AOKANG's summer sandals "business holiday wind" brand concept has been successfully interpreted. AOKANG's fashion business concept has been perfectly interpreted since 2009, and this is the continuation of the deep marketing cooperation between the AOKANG shoe industry and Zhejiang TV's inspirational drama "falling in love with the anchors".

Join hands with Zhejiang satellite TV to create a new classic of implant marketing.

"Strictly prohibit advertising from time to time," the netizen's joking remarks show that audiences are more and more excluded from TV advertisements, and with the popularity of Internet media, viewers can easily filter off the ads and make advertising more and more bad.

As a business, how to solve the contradiction between the brand exposure demand and the bottleneck of traditional communication channels has become an urgent problem for the brand communication department.

Implantable advertising has a unique effect through the invisible way to spread brand products.

In the movie Transformers, there are many products such as general motors, Visa cards and so on. These products have been fully shown in the movie, both in appearance and function, and the role of "Transformers can be paid" can make the function of the website quietly enter the audience's heart.

It can be seen that product placement can integrate commercial information such as brand, product and enterprise into the content of film and television, become an inseparable part of entertainment products, and guide the audience to discover the brand and remember the brand.

In March 2010, AOKANG joined hands with Zhejiang satellite TV to create the inspirational drama "falling in love with the anchors". The play was adapted from the same classic Korean drama "falling in love with the anchors". Zhejiang TV actress Zhu Dan, Korean pop star Zhang He and Taiwan defeated dog queen Cheryl starred in the starring role. Korean actress Cai Lin and TVB acting star Bowie Lam joined in the show. Huayi Brothers produced the production team and made the AOKANG team confident in the play's ratings.

AOKANG not only provides footwear products for the male and female protagonists of the play, but also naturally incorporates AOKANG brand and terminal image into the plot and interactive section of the drama, so as to disseminate the core positioning of business fashion vividly and efficiently.

In this way, AOKANG launched a new wave of implantable marketing in 2010.

AOKANG has tried to implant marketing in 2009, and during the TV broadcast, AOKANG's sales were 30% higher in the same period, and the people who went to the shop were closer to the brand.

Because of the successful experience of this device, at the same time, in view of Zhejiang satellite TV's "actor in love" anchors, South Korea, Hongkong, Taiwan and Mainland China, the four lineup of actors and actress, fashionable and beautiful temperament style and Zhejiang TV's high viewing and broadcasting platform, AOKANG continues to choose Zhejiang TV's homemade drama for deep marketing cooperation.

In order to continuously attract the attention of target consumers to implant brands, it is not only simple to implant a TV play, but also requires a continuous "battle" plan.

The TV play "love the anchors" is expected to be broadcast in 9 and October. We used many elements of AOKANG in the play.

In order to gather the audience's eyeballs early and meet the positioning of our product's "business fashion", we asked the heroine Zhu Dan in the play to shoot the AOKANG business holiday anchor.

Jiang Yihan, director of the brand of AOKANG shoe Limited by Share Ltd, Zhejiang, said.

Beautiful advertisement for female anchor

In 2010, AOKANG's goal was to turn from well-known brands to sales oriented brands and to become consumers' favorite brands.

Therefore, the first thing for AOKANG to do is to let consumers accept the brand of AOKANG and its culture. The propaganda of advertising films is the most direct way. At the same time, in order to expand the influence of the upcoming TV play "falling in love with the anchors", AOKANG used Zhu Dan, one of the women, to make AOKANG business holiday wind advertising female anchor for AOKANG.

In a romantic and aesthetical music melody, Zhu Dan wears fashionable AOKANG sandals, and walks into the small stone road and the European style square with the shadow.

The fashion photographer concentrates on capturing every beautiful and elegant picture of her.

Zhu Dan, with his beautiful sandals and beautiful sandals, enjoys enjoying the fresh time.

The entire advertising film shows the cross balance of products through the beautiful tourist clips and the unique southern European customs in Macao.

In the mood of consumers' yearning for tourism, the integration of brand's soft marketing penetration forces the modern people under pressure to get out of the rigid frame of life, meet with the landscape of dreams, and expect to meet women like beautiful female anchors.

In the aesthetical picture, the summer business holiday, which is interpreted by the female anchor Zhu Dan, is not only closely linked with the TV play "love the anchors" but also accurately conveys the brand positioning of AOKANG's "business fashion" to the consumers.

In order to win the slogan of "falling in love with a female anchor and falling in love with AOKANG", AOKANG has broadcast this advertisement in Zhejiang TV's "more and more beautiful", "I love to remember the lyrics", as well as entertainment programs such as Hunan Entertainment's happy camp and march forward, and at the same time, in order to further explain AOKANG's business fashion concept, AOKANG has published Zhu Dan's endorsement of the sandals ads in the 7 aviation media throughout the country, forming a bombing encirclement publicity.

According to the relevant data, after the commercials were broadcast, the consumers reacted strongly. Zhu Dan wore a series of AOKANG sandals on the market, which sold almost no products in the market. Some customers simply went to the store to ask for the purchase with magazines.

"Love the anchors" is still being filmed. What will AOKANG do next to the female anchor?

This can only be announced when the TV plays are broadcast.

Jiang Yihan said with a mysterious face. "We will form a propaganda and promotion pattern of TV, Internet, plane and terminal during the hit of" love the anchors ". We will demonstrate the marketing strength and brand communication ability of the enterprises in all directions with the concept of brand communication of 360 degrees.