Ten Years Through Virus Marketing Quality Evolution

New year's Eve, Heng Yuan Xiang's new version of television in 2008

In January 1, 2011, just like that year, Heng Yuan Xiang used his aggressive advertising to bring "audio-visual impact" to the audiences throughout the country. The advertising industry also threw out a blockbuster: it has clearly entered the 2011, but the large advertisement with the title of "2001 happy New Year" has occupied the layout of many newspapers in the country. The slogan of OLAY, OLAY's skin care brand, the product of OLAY, has gone through the slogan for 10 years.

In addition to newspapers, the bus stop boards of many large and medium-sized cities in China, and even the commercials of several major satellite TV New Year's Eve parties, have also seen this new year old advertisement with the word "2001 happy New Year" and almost "Oolong".

OLAY, the "time reversal" advertisement, was released instantly, spreading like a virus in the whole country.

For a time, 10 years of "crossing" made OLAY the first high-profile advertising product in 2011.

Long planned "10 year traversing"

"Did you get the wrong year? It's been 10 years! The advertising company is too professional!" this is the first reaction of most people after seeing OLAY's new year old advertising.

In fact, we can see the mystery of OLAY's close to Oolong print advertisement. It is clearly written in two characters in the following 2001 characters: "the new year, when the whole world is one year old, the skin dreams of being ten years younger! OLAY and you, with more youthful skin and better self, welcome the New Year!"

In fact, this "beautiful misunderstanding" that many people have been trapped in has been premeditated for a long time.

The responsible person who is responsible for the OLAY OLAY new product series told reporters that in fact, this advertising campaign started quietly in early December last year. In the TVC version released at that time, the concept of "the world is 1 years old and the skin is 10 years younger" has been used.

From 2011 to 2001, it is the expression of the concept of "10 years".

Reporters also saw in the information released by OLAY official micro-blog that OLAY's "young ten year old" advertising campaign is powerful: 5 advertisements in the inter annual TV show, 10 bus stops in 10 cities, and at least 40 million readers can see the front page newspaper ads.

Successful viral pmission

"If you can really reverse the time, young 10 years old, I want to say to myself in the elementary school," you must have a double test, what about you? "On micro-blog, a" 10 year time reversal thinking "triggered by OLAY advertising creativity began to rise spontaneously among netizens.

"The advertisement of OLAY is really good. After reading it, people want to read it voluntarily."

"OLAY, this ad is too busy, micro-blog has already gone crazy. We are all obliged to be an advertising agent!" "news nature, concept execution in place!"

In just a few days, the reporter also saw on Sina micro-blog uninterruptedly. After discovering the mystery of advertising creativity, many netizens praised OLAY's new year old advertising marketing.

In fact, I am afraid even OLAY himself did not think that the advertisement launched at the beginning of the new year would arouse people's attention.

"In fact, this is just a simple idea, plus some gimmicks of the" title party ", which became the focus of attention at the special moment of the first day of 2011.

Advertisements are widely spread in the form of viruses, and even sparked netizens' memories of 10 years ago.

It can be said that advertisers are smart enough to choose the right nodes. "

Vincent, creative director of a famous 4A advertising company, told reporters.

"The biggest selling point of advertising is the misunderstanding between 2011 and 2001.

This misunderstanding first let the audience doubt, and the process of cracking this misunderstanding not only brought joy, but also left a deep impression on everyone.

Mr. Bao, who is engaged in advertising creative planning for more than 10 years, is so analytical with reporters.

The editor said that the process of editing the advertisement page is also called "a bit of a thrill".

According to the editor, the original duty editor felt that the title of "2001" was not quite right, so he hurried to report to the editor in chief, looking for the contact method of the advertiser, and preparing the plan at the same time, and the US editor was preparing to "correct the version".

However, after editing the big picture, the duty editor suddenly realized: "yes, this is creativity!"