Phoenix Legend plays father and daughter, Ele.me plays with the name of noodle shop, Hisense focuses on nostalgia [Case Excavator]

This article selects the top 5 marketing cases of this week and shares relevant cases and analysis with you. Let’s take a look.

The weekly broadcast of wonderful cases has arrived as promised. TOP has selected the TOP5 marketing cases of this week (2024 Week 25, June 14th - June 20th) for everyone. This week, Zulijian’s "Love, Always Looks Back Inadvertently" won the TOP1 case.

This week's case ranking

TOP1: Zulijian

Love always comes back inadvertently

1. Zulijian: The national group conveys the brand concept

Phoenix Legend and Zulijian shot a micro-film. Zulijian and Phoenix Legend released "Love Always Comes Back Unintentionally", which quickly attracted the attention of netizens with its short drama-like shooting rhythm and techniques, as well as the vivid performances of Phoenix Legend Linghua and Zeng Yi.

Zulijian x Phoenix Legend's short film "Love Always Comes Back Unintentionally" tells the story of a father played by Zeng Yi who accidentally slipped at home, and the daughter played by Ling Hua went home to find a caregiver. On the way out, she recalled the misunderstanding she had with her father when she was a child. The plot incorporates many current Internet memes, and the performances of several actors are humorous and vivid. The ending makes people feel sad. No wonder someone commented: "In nine minutes, I cried and laughed."

As one of the most popular groups in the country, Phoenix Legend has a wide audience covering both young and old groups. Since being officially announced as the brand spokesperson for Zulijian, they have used their own affinity to build a bridge between Zulijian and its users.

On this special moment of Father's Day, Zulijian also used a short film to deepen its brand impression in the minds of users.

Editor's Comments

Phoenix Legend played a "father and daughter" during Father's Day in 2024. This is a new marketing offensive launched by Zulijian, a "senior shoe brand", after signing them as spokespersons in April this year.

In the fast-food information age where "3 seconds is enough", it is a luxury to expect consumers to watch a 9-minute ad. This shows how bold the brand is. But the amazing thing is that most people basically use up the progress bar. Here are three lessons:

First, the rhythm is brisk and the speed is matched. When dealing with reversal and humorous content, the rhythm is often brisk and the amount of information is large, which makes people smile knowingly and can't help but like it crazily with "I cow". But when dealing with the details of memories, it is delicate and detailed, and the sufficient foreshadowing and sensational description make consumers immersed in it. The combination of the two hits the cognitive node just right.

Second, brand products have become the key "role" in driving the plot. The short film promotes the plot through two lines: the cow that makes jokes, and the shoes that are full of warmth. Shoes are the key to carrying memories and passing on family affection: while driving the plot, the brand becomes the core of emotion.

The third reason is the spread of Phoenix Legend’s high recognition. This is the most obvious but most important reason. It is said that a buddy went to a rural area in Africa. The locals did not understand Chinese at all, but basically everyone could sing a few sentences in fluent Chinese: “I am looking far away, the king of the moon, how many dreams are flying freely…” Later, he learned that the default ringtone of the Transsion mobile phone used by the locals is “Above the Moon”, which shows the racial penetration of Phoenix Legend.

In China, their songs are highly recognizable and recognized by people from the 1950s to the 2010s. For brands like senior shoes, both the elderly and their children may become buyers, decision makers, and advisers. It can be said that Phoenix Legend is popular among three generations.

2. Ele.me: Interesting noodle shop names stimulate interaction

"Dumplings at the winter solstice, noodles at the summer solstice", there are many ways to eat noodles, but have you discovered the "famous" ways of noodle shops? The summer solstice is here, and Ele.me has released "The "famous" ways of noodle shops", collecting a series of interesting and fun names of noodle shops, depicting scenes of ordinary people's daily life, full of simple fireworks.

Ele.me's "The 'Famous' Place of Noodle Shops" "In life, apart from large intestine noodles, everything else is just 'small scenes'", "When a person finishes a bowl of noodles, it can be considered 'standing on his own'", "When 'meeting every day' becomes a daily routine, then treat 'first meeting' as a mood"... These cleverly thought-out names of noodle shops convey a calm and indifferent attitude towards life in the copywriting sentences, which coincides with the style of the noodle shops.

The screen makes some parts of the static photo move, and with the corresponding sound effects, it gives the audience a more novel experience than the conventional video. How to make a bowl of summer solstice noodles "famous"? With the help of traditional solar term culture and folk customs, Ele.me focuses on promoting seasonal delicacies such as noodles during the summer solstice, and uses interesting names of noodle shops to stimulate user interaction.

3. Hisense: Nostalgia resonates

Do you still remember the people who watched the European Cup with you in those years? The European Cup is in full swing. As a global partner, Hisense has released a brand short film "Those Years Who Watched the European Cup with Me in Those Years", focusing on nostalgic memories.

The same scene in Hisense's "Those Years Who Watched the European Cup with Me" is that when a goal is scored, the actor wants to high-five his father as usual, but his father is no longer there; he meets a friend he hasn't seen for many years and becomes close by watching another game; his spouse forgets a lot of things, but still remembers to watch the game with him. The three scenes tell about family, friendship, and love respectively, with clear themes and proper rhythm.

In the second half of each story, the screen size and filter style of the old videotapes create a real sense of nostalgia, which touches the similar youthful memories of every viewer and triggers emotional resonance. Hisense TV has also been with everyone for decades, giving users the most authentic emotional experience.

4. Xiaomi

People often say that fatherly love is like a mountain. On Father's Day, Xiaomi went the other way and released a promotional video "It's Okay, Dad", presenting a visual poem to all fathers. "Dad is just Dad, not a mountain, not an umbrella, not a tree." "The weight of the word 'Dad' can be a little lighter." Xiaomi tried to relieve the burden of these heavy words on fathers in a relaxed way, wishing all fathers a lighthearted walk and a happy holiday.

Xiaomi "It's Okay, Dad"

5. De Rucci Group

This job has no office, no KPI, and no ceiling, because it is about dreams. Fiona Sit and De Rucci Group released a short film "Fiona Sit's New Job", telling the story of a job with special meaning. This job looks easy, but it is not simple. During the work process, the Internet jargons such as aligning "granularity" and grasping the key "grip" make people smile. As a charity ambassador of De Rucci, Fiona Sit and her team gave mattresses to children in mountainous areas, bringing good dreams and hope.

De Rucci Group: Fiona Sit's New Job