Comfort Pacifier For Young People: Molesting "VANCL Objects"

It was originally a routine advertisement which was more common than usual. It was hung on the bus stop cards of many cities.

Among them, Han Han and Wang Luodan as "

According to incomplete statistics, there are more than 3000.

The origin and origin of "all objects"

Turning to the concept of "all objects", Qiu Xinyu, creative director of the advertising copywriter, former Ogilvy creative director and distant hill advertising partner, said: "after studying and analyzing the characteristics and brand demands of the two spokesmen, we believe that both Han Han and Wang Luodan belong to the" 80 after "representatives who rely on self striving for success. Their personality is in line with the growing mentality of the young people and can well integrate with the VANCL brand.

However, it is not the advertising words of Han Han and Wang Luodan that really let "everything object" rise up, but the activities of the "universal flirting fans" launched by the "block building blocks" on the bean paste.

The promoters of the event, netizens, said that promoting this activity is a little keen.

We changed the activity of the map to the activities of the city and became a small platform.

All netizens can change their plans according to their own creativity.

The reform activities started with Guo Degang's spoof. After that, more than 10 thousand people participated in the event. They released 3217 pictures and 237 albums of "actor" and "doll" from July 31st to August 29th.

"All objects" are popular in the Internet.

This is not difficult to understand. Netizens suspect that the activities of Douban and VANCL are "tricky".

One of the promoters, "Kangdi Huan", explained that the online activity was launched on its own initiative and had nothing to do with the brand.

For the "object" is being spoofed, VANCL related people said: "we will not control the direction of the incident, nor can we control it."

Having said that, VANCL's inherent commercial sense of smell will not let such a good time slip away.

I understand that VANCL is trying to design new green templates to allow users to share and participate in interaction.

After the end of the event, Kang Tiu Huan quickly launched a campaign to select the 50 most popular folk works of the whole nation. He plans to hold a work exhibition at the grassland Art Museum in Beijing in from September 15th to 20th, and the group is working with Haier and other businesses.

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Comfort pacifier for young people

The same grammatical form and popular content of poetry are the two fulcrum of "all objects".

Professor Liu Shilin, vice president of the school of media and design, Shanghai Jiao Tong University, analyzed the mystery of "all objects" overnight.

In his view, we are in an era of Carnival of words, new concepts, new symbols and new sentence patterns emerge one after another, but all the virtual symbol Carnival will never be confined to the symbol game itself. It always tries to rely on the real things in the real world.

"Every object" has meticulously created a set of lifestyle, values and aesthetic interest related to its products, successfully reproducing the typical spirit and mentality of ordinary young consumers, especially the two aspects of "object" in self expression and identity, such as love.

Do not love...

It is...

Not...

Despite the fact that young people make use of "everything object" to do all kinds of mischief, they reveal a kind of youth confusion.

In every object, "I am nothing special, I am very special," and so on, is actually a real existence portrayal of contradictions and confusion in their daily life.

Liu Shilin pointed out that when the young people are restless and restless, "everything object" just plays the role of "comfort pacifier".

Indeed, Han Han, who always showed his wisdom and cold image, looked down at the 45 corners of the poster and said, "T-SHIRT, who loves 29 yuan, I am not a flag bearer, not a endorser."

Like the neighbor's big brother's image, he has gained close touch with young people.

Zhuang Yating, a network celebrity, thinks that customers are scratching the itch of the times.

In today's society, no one likes to listen to those cliches, with a strong sense of self expression of communication mode is more simple and efficient.

Therefore, every guest has made a basket in the times and the Internet. Everyone is delighted to find the basket that he has loaded with his own stuff.

Wang Xiaoyu, general manager of Matt's cultural media business, believes that this kind of creativity caters to the current network trend that highlights individuality and meets the two major communication characteristics of the Internet Age: entertainment and freedom.

This "national flirting with everyone" activities has just achieved VANCL's "viral marketing" strategy.

Fan Xiaoqing, an advertising professional teacher at Minzu University of China, said: "the biggest feature of VANCL's marketing is that it does not directly produce word of mouth for VANCL products, but rather attracts people's attention through spoof and improves their popularity."

Contrary to traditional marketing methods, "viral marketing" is mainly induced and provides consumers with recreational activities.

The marketing of the "object" is more advanced on the basis of "viral marketing". The message is "multi virus" rather than "single virus", and the group launched is not a single businessman but a huge Internet user.

"At the very beginning, people who were more familiar with and concerned about VANCL were disseminated and produced" all objects "and later" viral marketing "started to attract other target audiences who were not familiar with VANCL.

These audiences are precisely the important target consumers of VANCL, that is, the office workers and the school people who like the new things on the Internet.

Fan Xiaoqing explained.

However, network products have their own unique life cycle.

As a "virus", in general, its pmission cycle is very short. If there are new ideas, users will crave new Internet products.

If the version is not updated, the multiplier effect of this marketing will diminishing.

However, Wang Xiaoyu said: "perhaps there is no great change in a short period of time, but as long as we continue to invest and promote, the consumer recognizes the brand, which will bring huge benefits."

But, "what kind of network marketing can succeed?" this involves a very complicated mechanism.

Huang Shengmin, Dean of the school of advertising at Communication University of China, explains: "the prevailing phenomenon is that commercial interests are infiltrating the Internet in a way of" moistening things silently ".

For this kind of marketing means, the attitude of different enterprises is different because of the uncontrollable direction.

Some enterprises are trying new marketing methods, while others are trying to avoid the risks that this marketing may bring.

"This kind of word of mouth marketing is a double-edged sword, which brings popularity, but the direction is also uncontrollable. It can be" overnight fame "or" overnight overturn ".

We need to be cautious in dealing with this marketing mode. "

He also said, "this marketing method can bring popularity, but it does not necessarily plate into sales promotion.

Nowadays, Internet users are very rational in shopping. He may like your creativity very much, but he may not be able to afford to buy your product.