Luckin Coffee’s City pun is a hit!

Luckin Coffee's urban homophonic copywriting took advantage of the popularity of "city or not city", linked the brand products, cities and consumers, highlighted the delicious coffee, and showed the sense of the Internet and fashion of brand marketing, which made Luckin Coffee popular. Recommended for Internet friends to read.

As expected, the only one who can defeat Luckin Coffee may be Luckin Coffee itself!

Luckin Coffee’s place name puns have been updated again, adding 9 cities including Dalian, Wuhu, Qingdao, and Yinchuan.

Looking back at the 1.0 and 2.0 versions launched by Luckin Coffee, the funny moments and the flaws are still there, and there is still a sense of surprise.

1. Luckin Coffee’s city homophonic text is too city

Luckin Coffee, which has recently set its sights on City or Not City, has launched three waves of city homophonic pun content, linking the brand's products, cities and consumers, highlighting the deliciousness of its coffee while demonstrating the brand's internet sense and fashion sense in marketing.

In order to maximize its voice, Luckin Coffee personally took to the comment section of Weibo to play a pun about deducting money, "inviting" netizens to actively contribute, which also attracted netizens to watch and create.

Luckin Coffee's move has attracted a lot of responses. Collecting ideas from all sides can naturally produce unexpected results. Netizens also generously contributed their wisdom and played urban homophonic puns with Luckin Coffee, creating a new wave of materials for brand communication.

As soon as Luckin's City place name pun was released, it aroused the interest of many netizens. Many people manually called Luckin to urge the brand to update and release city puns related to themselves, resulting in the phenomenon of different city IDs urging for updates.

At present, Luckin's city homophonic pun version has been updated to version 3.0, and more and more cities have participated, allowing more people to see Luckin's marketing acumen. It is lamented that Luckin has also taken advantage of the popularity of City or Not City.

Luckin's wave of urban marketing is both fashionable and down-to-earth. On the one hand, the brand has seized on the current trend and implanted the word "City" into its marketing, giving the content a sense of the Internet. On the other hand, the silky copywriting expression has a strong regional flavor, such as "Being in Fuzhou, you don't know what good fortune is", which regionalizes the proverb, and the expression is clever and intriguing.

After further tasting the content, I found that Luckin Coffee has taken control of 27 cities in one go. The content includes both work-related content that infects the emotions of workers, elements full of regional characteristics, and Luckin Coffee's products, realizing multiple links between traffic, products, and regional culture, and the screen is filled with a sense of sociality.

After careful analysis, we found that city puns were already popular in the tourism circle. After Zibo barbecue became popular, major cultural and tourism companies launched city puns one after another to "endorse" the regional culture.

However, no brand has used this method in its own marketing. Luckin Coffee used this method, which is very popular in the cultural and tourism circles, in its product advertisements, making the copywriting full of interesting content.

2. Why did Luckin Coffee’s city puns go viral?

In fact, there are countless brands that play with city puns, and Luckin Coffee is not the first one to play with city puns. But why is Luckin Coffee’s city pun so popular?

1. Make marketing Luckin-style

Although it is clearly a plagiarism, Luckin’s marketing is unforgettable. In Mr. Bingfa’s opinion, one important reason is that Luckin has made use of city homophonic puns to create brand characteristics.

When choosing copywriting, the brand chose parts that are more closely related to coffee products and the lives of the audience. For example, the copywriting for Chengdu is "How can it be as delicious as Chengdu", the copywriting for Haikou is "Haikou is", and the copywriting for Shantou is "This tastes really like Shantou". All of these can make consumers think that Luckin Coffee uses city homophonic puns to integrate the taste of the product, the city and marketing, and the influence of visual impact has created a strong connection between the three, making its marketing more brand-specific.

2. Leverage the power of others and use hot spots to drive new hot spots

Another reason for the popularity is that Luckin Coffee knows how to choose popular ones. This marketing campaign selected two popular ones. One is the "City is not City" that was widely reposted and followed a few days ago. It originally means urban, fashionable, novel, delicious, and fun to visit. Now that Luckin Coffee uses it in the advertisement of its city stores, there is a wonderful chemical reaction, which is appropriate and fashionable. The second is that the city homophonic pun that is popular in the cultural and tourism circles is applied to the brand, which makes people's eyes light up.

The fusion of these two popular elements has created a wonderful chemical reaction, which has aroused people's strong interest, making them want to continue paying attention, and even willing to write a wave of copy for their own city, which gives them a sense of gain and accomplishment.

In this way, Luckin Coffee has also created new volume and market attention for its brand by means of hot spots + hot spots. With the help of UGC content, it is natural to attract more traffic.

In the era of information explosion, hot topics are endless and fleeting. Brands can quickly seize hot topics that are consistent with their brand characteristics, and through strong alliances, keep the brand hot in the public eye. This also makes the brand's leverage more than just leverage. This is another factor that makes Luckin Coffee's marketing so popular.

3. The humorous, fun and down-to-earth way of expression is very pleasing

Another important factor that has made Luckin Coffee's city homophonic puns so popular is that, based on the homophonic characteristics of the Chinese language, the rhetoric of homophonic puns is euphemistic and implicit, full of fun, and can increase the fun of people's communication. At the same time, when someone understands their own homophonic puns, it will make people feel a sense of identity and belonging.

At the same time, homophonic puns create amazing effects by partially replacing homophones or near-homophones, and Chinese itself is rich in homophones, so the threshold for creating urban homophonic puns becomes lower, and the "stealing beams and replacing pillars" technique can make the expression of homophonic puns create a relaxed and pleasant atmosphere, making the entire marketing more pleasing. For this reason, brands will launch different versions of urban homophonic puns in order to attract more consumers.

4. Create city scene memories and leverage every participant who belongs to the city

Luckin Coffee’s marketing is always popular, which is inseparable from the creation of brand warmth. Luckin Coffee is good at creating a sense of warmth with brand identity through hot spots or creating hot spots. While playing with the public, it also shows the warmth of brand marketing.

For example, the City-style homophonic copywriting this time connects the city stores with the brand, the audience's concerns and hot spots, forming a unique city scene memory with brand temperature, which is refreshing. It also allows consumers to associate the brand and its special features when thinking of this city. For example, when some people return to the university town, there are always one or two places where they must check in every time. With the blessing and accumulation of urban scenes, it also accumulates valuable wealth for the long-term development of the brand.

3. Final Thoughts

Luckin Coffee, which has a hot search physique, is constantly refreshing its own hot search records. Take the recent collaboration with "The Story of Rose" and the launch of new products as an example. The joint activities generated many hot search topics such as #Yellow Rose Latte#, #Liu Yifei drank yellow rose latte#, #Liu Yifei's selfie level has remained the same for 20 years#, and #Xu Haiqiao finally participated in the story of rose#.

From scratch, or by taking advantage of the trend, Luckin Coffee can always achieve the effect of being a hot search once it appears, which shows the marketing power of the Luckin Coffee brand. And every time it appears, Luckin Coffee can always make its own products popular, with many hot-selling products such as raw coconut latte, mascarpone latte, and soy sauce latte. The popularity of products is inseparable from the blessing of strong product power.

From the collaboration with "The Story of Rose" to popularize the Yellow Rose Latte, to the exposure of the City place name pun, we can see that Luckin Coffee has its own marketing routine. It is the new topics and new traffic brought by playing with puns and leveraging hot spots. It is also the result of accurately hitting the aesthetics and preferences of contemporary consumers, and the result of the synergy of multiple forces such as strong product power, brand power and marketing power.

Author: Mr. Bingfa

Source: WeChat public account: "Marketing Art of War (ID: lanhaiyingxiao)"