Xiaomi regains its position in the neighborhood, Ele.me is gaining ground everywhere, and BYD is heading global [Case Study]

Top Jun brings you some wonderful brand marketing cases, including Xiaomi, Ele.me, BYD, Hisense, and Baidu. Follow this article to see how they do marketing. I hope it can bring some inspiration to everyone and recommend it to friends who are engaged in brand marketing.

The weekly broadcast of wonderful cases has arrived as promised. TOP has selected the TOP5 marketing cases of last week (2024 Week 24, June 7th - June 13th) for everyone. Last week, Xiaomi's "Go Nearby" won the TOP1 case.

Last week's case ranking

TOP1 Xiaomi

Go Nearby

1. Xiaomi, montage short films show poetry

How long have you not looked at "Nearby"? Anthropologist Xiang Biao proposed the concept of "disappearing nearby" to remind people to pay more attention to the tangible and sensible things around them, so as to rebuild the foundation of life in the abstract world. Therefore, Xiaomi's promotional video is titled "Go Nearby", using mobile phone images as the medium, and using montage to show the "nearby" of people from all over the world, so as to find the "anchor" for today's life.

Xiaomi's "Go Nearby" "Go Nearby" has no voice dubbing. The text is presented in the form of text between the photo switches, supplemented by BGM and unique sound effects. When a cat's photo appears, you can hear the cat's meow, and when the sea appears, you can hear the sound of waves. It does not hinder people's focus on visual images, but gives people an immersive experience.

"Trees are near you, you are near the river", "Weekends are near your friends", from natural scenery to cultural scenery, the pictures present a poetic and casual style, and the overall tone seems approachable, encouraging everyone to pick up their mobile phones to record their "nearby".

Today, when mobile phones have become a necessity in people's lives, they are also the best recording tools. Xiaomi takes this opportunity to emphasize the imaging capabilities of Xiaomi Ultra14, allowing people to rediscover the meaning of life in healing.

Editor's Comments

This is a " somewhat advanced " ad.

The reason for its sophistication is that it cleverly “vindicates the mobile phone”: when people who occasionally “calm down” complain that mobile phones make their lives detach from reality (nearby), it tells you in all seriousness that mobile phones are also a powerful tool for “finding nearby”.

Mobile phones have reduced modern people's perception of the physical world. This in itself is not an excellent "insight" because it is just common sense. People who are addicted to their phones have been repeatedly ridiculed by advertising ideas of all sizes.

If strategy is not enough, copywriting can make up for it . This is the key to the high-level of this advertisement. The common sense is summarized as "disappearing nearby", and matched with smooth copywriting, life-like pictures, and scene-based background music, so that the whole film is filled with an artistic atmosphere that is literary but not too excessive, but also natural and close to life.

Xiaomi 14Ultra, which has always focused on Leica optics, defines the theme of the commercial as "Go Nearby", which is concise and powerful, and lays the groundwork for "action" in the minds of consumers. This "action" is not only the consumer using the lens to find nearby, but also the "mobile phone purchase action" before that.

Xiaomi has given a different answer to the common sense question about the relationship between mobile phones and the real world. However, is the mobile phone camera a tool for "feeling the nearby" or a barrier to "embracing the real nearby"?

Different people have different answers, but I think the former is more likely. But no matter what the answer is, it does not affect the fact that this advertisement is a bit advanced.

2. Ele.me: “吃得开” cleverly uses puns

Graduation season is an important time for many people to "choose a job". How should they choose? Coinciding with the end of the college entrance examination and the graduation season of colleges, career choice is a hot topic discussed on major platforms. Ele.me cleverly uses the pun of "eating well" to show the career choices of different young people in "Eating Well in Life". I wish everyone "eating well in life". Finding a job is important, and eating well every meal is equally important.

In the short film, whether becoming a zoo keeper, a digital nomad and a veteran Earth player, a nursing home director, or quitting your job to open a creative steamed bun breakfast shop, or making pottery in Jingdezhen, these diverse career choices represent the infinite possibilities of this generation of young people. These careers may not be the standard answer for someone, but their significance lies in broadening your thinking and allowing everyone to find their own answer.

The exploration of "life is a wilderness" is never smooth sailing. Behind the seemingly free choices, there are still responsibilities to be borne. Ele.me plays the role of a supporter rather than a preacher. It sends graduation season gifts to users. For 0.9 yuan, you can buy a coupon package worth 199 yuan. It hopes to start with a small meal and support everyone to move towards a broader life.

3. BYD takes advantage of the European Cup to go global

A young person's passion can cross mountains and seas and help him grow healthily.

During the opening of the 2024 European Cup, BYD, as the official travel partner, took the opportunity to release the brand short film "Run, Chinese Football Boys", expressing its expectations and support for the future of Chinese football.

The short film tells the story of a group of young people from Xinjiang who are looking forward to the "European Cup" and who accidentally meet BYD staff and finally go to watch the European Cup. "Once upon a time, Chinese cars were not as good as Chinese football. Now, Chinese cars have rushed to the world." The ending copy is deafening. BYD uses its own experience as an example and places the same hope on the future of Chinese football.

Young people are synonymous with the future. BYD invited 100 football teenagers from all over the country to visit the European Cup to witness world-class football matches. They will also have three exchanges and friendly matches. BYD has put the exciting brand concept into practice: "As long as we keep running, one day, we will run to the world."

4. Hisense

It's time for the European Cup! Watching the game is indispensable for a big TV, air conditioner, and refrigerator. Official sponsor Hisense launched a four-piece set for watching the game and released a promotional short film "The Opening Game of the European Cup", in which a "Champion's Ball View Room" was created and Sa Beining and his top-matching partner He Wei were invited to experience it together. In the short film, CCTV's "famous mouthpiece" and "football poet" created a different spark, attracting users to watch. With the help of CCTV's popularity and the European Cup, Hisense has also successfully deepened the brand imprint of football equipment and Made in China.

5. Baidu

Dear college entrance examination candidates, your "victory" is here! On the first day of the college entrance examination, Xu Zhisheng from "Talk Show Conference" became Baidu's college entrance examination assistant and launched a short film "College Entrance Examination One Search to Win" with Baidu to introduce the Baidu APP to candidates. The short film depicts the anxious life of college entrance examination candidates after the exam. Xu Zhisheng's avatar appears in various unexpected places in a slightly "magical" way, constantly talking about comforting the candidates. Volunteer plans, score inquiries, and school strategy acquisition, these most energy-consuming links after the exam can all be completed with Baidu APP, allowing candidates to truly have a comfortable summer vacation.

Author: TOP Jun

Source: WeChat official account: "TopMarketing (ID: TMarketing)"