Two types of advertisements in "Fanghua": the ones that were crossed out and the ones that were empathized with

This article analyzes the successful advertising placement in the TV series adapted from the novel of the same name, Fanhua, and points out two different types of advertising and the three reasons behind their success. It is recommended for students who want to understand brand strategy and advertising placement.

There are two types of advertisements in "Fanhua": one is interstitial advertising, and the other is embedded advertising.

one,

Interstitial ads are ads that are inserted into the drama series. There are patches at the opening, mid-credits, and end of the drama series, and there are also ads that sneak in during the plot review. The most common ones are hard ads that are about five seconds long, "A slogan + XX (brand name) invites you to watch "Fang Hua"", four or five ads strung together and served up.

When Fan Hua was first released, only members could watch it. A big part of the reason why members paid was that they didn't want to watch ads. Now, even if you pay, you are still asked to watch ads - they are called ads customized for members, which makes people angry. I don't know how many "honored members" insist on watching a bunch of interstitial ads when they have the right to swipe past them. They can't all be as perverted as me. I insist on watching it because I work in advertising, we are from the same roots, why are you so anxious to swipe past them?

Brands continue to place ads even when they know full well that there is a high probability that they will be skipped, just to get their faces shown in the hit drama. Even if the faces are blurry or blocked by ads in the front row, what is the point of such ads?

Branding? Lost in a bunch of "Invite you to watch"; seeking results? No jump link. Maybe being linked to a hot drama is enough to complete the promotion, and it is also good to relieve brand anxiety.

two,

Product placement is more clever, and it is also the most interpreted type by major marketing accounts. It is completely integrated into the plot, and it is not even an advertisement, it is part of the series. Ordinary audiences don’t even realize it is an advertisement, such as the Cadillac that Mr. Bao gave to Miss Wang, the owner of the tobacco and paper shop talked about the ups and downs of the Yellow River Road with Pepsi, and the waiter in the restaurant was proud of buying Estee Lauder...

The brands that have received this wave of product placement should be making a fortune. "Fan Hua" will continue to be broadcast. The one-time investment in brand advertising will bring permanent compound returns, and the series will become a classic together with the series itself.

three,

But not everyone can place such advertisements.

1. First of all, you have to have the courage to invest in Wong Kar-wai’s works

Almost all of Master Wang’s previous films are classics, but their box office performance was mediocre, and some were even dismal, because they were all art films. Twenty or thirty years ago, very few people could appreciate Wong Kar-wai. Today, only 4% of Chinese people have undergraduate education, and coupled with the impetuous Internet environment, how big a commercial market can we expect for Wong Kar-wai?

Of course, Wong Kar-wai overturned himself this time, and filmed the story so brilliantly and clearly that even ordinary people like me could enjoy watching it. He still wore sunglasses steadily, which surprised his fans.

It’s like Jiang Wen, who is artistic to the core, made a commercial blockbuster "Let the Bullets Fly".

This is a later story.

2. Secondly, you have to have a prediction about the TV series

"Fanghua" is adapted from the novel of the same name. It is a truly serious literature. The tone of the novel itself is relatively dull. Even with the blessing of the Mao Dun Literature Prize, it will not become a popular work.

Product placements must be filmed before the show starts. If the TV series continues the style of the novel, don't expect commercial results. There are thousands of "no hits" in the novel. If the TV series really "doesn't hit" after it goes online, it will be a waste of money. But Wong Kar-wai actually changed the novel drastically. The character settings and story style are far from the original. If this is a bet, then it's a bet on A-Po becoming Bao Zong.

3. Finally, and most importantly, you have to have that brand heritage

The brands that were included in this wave of product placements are all brands that have grown up with several generations, including the youth of the 60s and 70s, and the childhood of the 80s and 90s. New brands can only insert hard ads.

Mr. Ma Xiaobo once said that building a brand is like a public election, a process of canvassing votes.

These brands have won their most precious votes over the long course of their careers, and with the support of countless voters, they have become unique social roles and have long since transcended the realm of pure commercial brands.

Their appearance in special plots or scenes not only did not make people feel that they were advertisements, but also brought back a large-scale wave of nostalgia, which made countless people empathize with them. This can also be regarded as the privilege of old brands.

In a small sense, they are part of popular culture; in a large sense, they are part of human civilization.

Author: Chen Wuyong, WeChat public account: "Chen Wuyong"