7 Happy Crossing Advertising: From Drama To Abuse

Do you shoot or not?

Li Ziqiang, chief marketing officer of PepsiCo Inc in Greater China, is skepticism about TV advertising.

One day in mid June, Li Ziqiang wanted to discuss with a friend a TV commercials that had just been filming. He thought he was very brilliant, but what his friends were interested in was a viral advertisement -- the first exploration of PepsiCo's carbonated drink brand 7, the first time on the Internet.

"The world has changed."

Li Ziqiang sighed.

Traditional beverage advertisements are usually chosen.

Without the Employment Network Navy, relying solely on the support of micro-blog's red men, the third butterfly effect videos of the three series of 5 minutes' traversing story were sent on the same day by the Sina's meager main Kelly King brun, only more than 300 fans, and more than 6 thousand comments and 5 million forwarding were received. It became the second popular Sina micro-blog's popular forwarding on the same day, thus becoming a typical case of viral marketing in the near future.

In recent years, viral marketing, which emphasizes word of mouth, is the hottest way of Internet marketing. But with micro-blog's rise, it is not easy to stand out from the flood of information.

"Meeting a virus video that can be pmitted is something that can be met and cannot be asked."

Nan Liang, founder of creative marketing company MP4works, said to Global Entrepreneur.

And to 7 vicissitudes of prosperity and decline

In 1987, on a napkin in a restaurant in New York, a tall young man wearing big T-shirt, old sneakers and shoelace was always born. He was the best endorser of Western young people in the 1980s. 7 Fido Dido., in the past twenty years, Fido Dido participated in the creation of a 7 happy Empire covering all kinds of products such as beverages, clothing, consumer electronics and so on.

But as a carbonated beverage with distinctive brand characteristics and advantages, in recent years, the brand influence and market share of 7 hi brands have been declining under the pressure of Sprite. Not only that, but also with Coca-Cola, they have to face the huge impact of non carbonated beverages.

Take the Chinese market as an example, 7 hi has invested heavily in promoting the image of Fido Dido on TV commercials, but the Sprite brand that focuses on celebrity endorsements seems to be more in line with the preferences of young people in mainland China, and Fido Dido has almost disappeared.

According to AC Nielsen's data, in 2010, Sprite's sales ranked first in carbonated drinks, and played an important role in Coca-Cola's beverage series.

7 is the little boy sleeping?

It's time to wake him up.

At the beginning of this year, PepsiCo Inc, which is responsible for 7 of the markets outside the United States, launched the 7 hi new Logo: amplification number "7" in Europe, narrowing the "up" ratio, with a view to highlighting the magic of 7.

And the director of China's viral marketing, Pepsi also invited Hu Ge who laughed and cursing at the same time, the creator of the murder case of a steamed bread that year, no hope not to reinterpret the brand connotation of "7 happy" in today's era.

But this time, Fido Dido was absent.

From drama to abuse

In the view of Wu Zhaohua, director of advertising strategy, the 7 hi series viral advertising has the successful foundation of online advertising: "Not plan to be virus, plan to be awesome. (not as a viral advertisement to do, but to do very well.")

"It's not all about watching the viewers.

Whatever it is, it must be "very powerful." Wu Zhaohua told this magazine.

It is unexpected and impressive.

The first is the 7 happy "traversing" advertisement for only five minutes, but at that time, the theme of the Chinese Internet topic month and month's action, instantly touched the excitement of young netizens.

"The creation script is not designed solely based on inspiration, but is designed according to the requirements of the 7 hi brand group."

Hu Ge told the global entrepreneur.

"They ask for more forwarding rates and more people to be forwarded to more people."

Hu Ge's script just had the six elements of a successful network's "success model" (success model), "story telling" (story telling), "unexpected result (unexpected results)", "creditable" (credibility), "concrete", "emotion", and "simple".

Is this the spirit of "spoof" in the Internet world?

7 hi brand group doesn't want to be superficial.

"From the perspective of brand, unimaginative spoof will annoy the audience and lower the brand image.

Therefore, the brand group has always insisted that our work should not be excessive, and must be entertaining rather than vulgar.

Use creativity to increase entertainments and make thoughtful entertainment.

Jiang Chang, deputy director of marketing for the 7 hi brand, told Global Entrepreneur.

After gaining the eyeball, the change came into being.

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Although 7 likes second "Christmas wishes" and third "butterfly effects" advertisements, there is still no abuse element, but there is a subtle difference from the first advertisement content -- the content of the script is more ingenious.

In the creative process of the advertisement, 7 hi enhanced the interaction with Hu Ge.

Hu Ge used to work late at night. The two sides often talked on the phone at eleven o'clock in the evening to discuss creativity and script. In the early hours of the morning, Hu Ge created new plans or improved the original script.

There is a little story in the process of passing through the creative process of Christmas Wishing. The role of Gong Ge is finally coming back to the modern age. Before the access to the summer palace, the story of the two won a clever combination and echoing.

This is the inspiration of the 7 hi brand group colleagues when they were discussing the script. Hu Ge can also absorb and further deduce this inspiration.

"We can't expect a video to take on too many tasks.

But we are planning some of the viral video, communication focus will be relatively tilted in the pmission of brand ideas.

Jiang Chang said.

Hu Ge's characteristic is that his works are creative, funny, and have the elements of highly disseminated network, which are suitable for spreading a single brand promotion or activity information.

7 Hu Ge's desire for happiness indicates an inevitable trend of brand marketing.

After that, Jiang found the advertising production company Tianna collaborated with the "best 7 things in history" short film, about an otaku through a golden dream, and finally only 7 happy with him.

This advertisement indirectly reflects the life predicament of young people nowadays, but 7 likes to advocate "wit and humor" to face these disappointments in life.

The content of this advertisement has fewer jokes, but it is more likely to arouse young people's sympathy for their current situation.

"Brand group hopes that in the next viral video, we can more echo our young people's happiness and sadness, and engage in deeper emotional exchanges with young people, and penetrate the concept of brand at the same time.

Let our viral video not only become a tool to disseminate brand promotion information, but also become a brand building weapon.

Jiang Chang said.

After the advertisement, the tone of the commentary has changed from "fun", "creative" and "funny" to the previous Christmas, which is "a little touched". "We should buy 7 bottles of this movie," and "drink 7 hi this summer".

Unlike traditional advertising, brand marketing can only lead to repugnance in viral advertising.

The brand image that virus videos bring to consumers and young people need to be gradually accumulated, and their creativity and derivative topics have become part of brand equity.

"The idea of 7 joy is freedom without fetters. We have not written this sentence in any advertisement, but through a series of advertising audiences, we will naturally understand the meaning of our brand."

PepsiCo China consumer participation marketing director Tang Jiaxing told Global Entrepreneur.

"This is a relationship between strategy and purpose.

In our advertisement, whether it is 4.9 yuan promotional price or Christmas Wishing activities is a strategy, ultimately to achieve the same goal.

Long live the civilians

Unlike the Coca-Cola family's warm strategy, Pepsi's marketing strategy has always emphasized young and big stars, especially Pepsi Cola, who used 5 Chinese superstars like Jolin and Louis Koo in an advertisement.

7 the brand name has broken the tradition.

"Before advertising, we use stars, and now we emphasize that every person who looks at advertisements is a star."

Tang Jiaxing said.

At the beginning of last year, when Tang Jiaxing read the feedback from market advertising, he found that the effect of online advertising was getting better and better.

Unlike traditional television advertisements, brand video can not only provide great room for creativity, but also the Internet communication channel, which also accords with the habit of young people to absorb and disseminate information.

"Each brand has a different role and is at a different stage of development, so the choice of ways and channels will be different."

Tang Jiaxing told Global Entrepreneur.

As the challenger of Sprite, in Tang Jiaxing's eyes, the 7 joy is the newborn of Pepsi beverage family, with unlimited possibilities and more flexible operation mode.

"7 happy consumers are mainly young people under 25 years old. They are increasingly away from the traditional" push "TV commercials, and move towards free choice, free sharing, free comment, and free creation of web platforms to find out what they are interested in.

Jiang Chang said.

As sales volume can not be directly linked to a separate marketing way, the 7 hi brand group can not measure the benefits of this series of advertisements.

But in the absence of a TV advertisement this year, the sales volume of the 7 hi is still growing healthily.

This is a way to take advantage of the trend. More and more young people are happy and able to show themselves.

For 7 likes, online advertising is only a starting point. This year's main marketing mode will shift from traditional TV advertisements to more open network platforms.

In the future, the 7 hi brand will also make use of micro-blog platform to carry out the brand centric marketing plan with network as the center, and then integrate with the integration and display in the store to achieve the combination of online and offline.

On the upcoming Tanabata Festival, 7 hi will build an advertisement with Tian Na and invite consumers to participate in activities through online advertising.

"The more open we are, the closer our consumers will be."

This is a brand marketing concept put forward by Li Ziqiang four years ago, and 7 hi is one of the best brands to implement this concept.

From the early image of Fido Dido to the medium-term Kenji Wu endorsement to the current Internet virus marketing mode, 7 hi is following closely the habit of consumers.

"Populace is our attempt to differentiate brand positioning. We do not need big stars or big platforms, but rely on the deep understanding of consumers to establish their emotional ties."

Jiang Chang told this magazine.

This coincides with Li Ziqiang's two ideas: "we must boldly change the rules of the game and create a brand new communication mode."

The emphasis is on building strong emotional ties with the younger generation. "

In the market of carbonated drinks with a strong tendency of homogenization, the 7 favorite emotional bonds should be made of special materials.