6 recent favorite cases

‍This article brings together the creative marketing cases of many brands in recent times, from which we find that they are all looking for a differentiating angle. It is recommended for those who are interested in copywriting planning.

Tmall has come up with a new style for bus stops, presenting two copywriting experiences.

McDonald's uses a raised eyebrow gesture to send a signal to people around him that he wants to eat.

At a time when everyone is looking at young people, Xiaodu turns its camera to the daily lives of middle-aged people.

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In these brand cases, they are all looking for differentiated ways of entry. And each different emotional expression is worth collecting.

01

There was a highly praised answer on Zhihu before: "The love of middle-aged people is very secretive. It is a kind of understanding and respect that goes beyond understanding. It is two souls supporting each other and moving forward in the lonely wilderness."

We always feel that love will become dull over time.

Xiaodu's "Middle-aged Love Picture Book" unfolds the lives of middle-aged people and presents daily scenes.

In this seemingly boring meal, we see the love of middle-aged people. They are not passionate, but they are long-lasting, sincere and timely.

Xiaodu uses the topic of love among middle-aged people to introduce the core of the brand. The appearance of middle-aged love is like Xiaodu's relationship with users, responding at all times and always accompanying them.

02

This set of Taobao platform posters is quite clever.

Through the special design of UV double spray, such a copywriting scene is presented: one set is seen during the day and another set is seen at night.

You have to catch up on the project progress tonight and can't make it to the appointment on time ?

You're wearing something nice tonight but don't have time to go out and take a good look at it ?

After work, I just want to go home and lie down. How can I have the energy to enjoy the nightlife?

The weather is getting hotter and hotter and you can't help but feel irritated ?

This set of poster copy presents two versions, which are actually two forms in our lives.

During the day, we are busy with work.

At night, Taobao hopes to help us switch channels and encourage us to live a good life.

03

Mengniu made a commercial for the women's football team, it looks great.

Do you love women's football or the news about women's football winning?

If you lose, will you still say that you will always believe?

If you win, will it be a hot topic or will you be truly remembered?

Back to the past,

Would you still choose football?

It's not about winning that matters

It's not that you have to surpass anyone to become someone.

I didn't come here to prove anything.

Sometimes you choose a path.

Sometimes the path chooses you

We always hesitate but never look back

Keep moving forward

There is no such thing as us

Only you who is more than this

The film adopts a flashback method to push the perspective forward little by little. It does not magnify a certain victory, but stretches the latitude of time, looks at such a team from a more realistic perspective, and truly feels the collective spirit and strength of the women's football team.

In addition, the lines in this film are worth copying down.

Especially the sentence "Do you love women's football or the news of women's football winning", combined with the actual game situation, is particularly shocking and hits people's hearts.

But when facing the competition field and social opinions, the spirit shown by women's football team makes us always believe that they will "be more than this".

04

Recently, Ele.me held a mock talk show under a big tree.

The cute trees on the street, coupled with the buzz from the brands, create a unique cool space that makes passers-by feel instantly refreshed.

If you don’t believe me, take a look at these texts below:

Be careful when dating in the summer as you can easily get too hot-headed.

After ten years of love, when they met again, they were both sweating.

If you're not hot, it's actually quite refreshing.

Who is not a top star? Sweat is pouring down my head.

Dopamine is too hot recently, so you'd better ignore it.

Mosquitoes are coming and we are all drowning. Wipe your sweat!

This summer is too hot. Physical cooling methods such as ice watermelon and cola are not enough. We need some magic, cold jokes, sarcastic remarks, or a cold attitude. Anything related to coldness is popular with the public and is also a good entry point for brands.

5.

McDonald's shot a new commercial with no dialogue in the entire film.

People who hang out with you often will understand everything about you with just a glance.

Perhaps based on this group insight, McDonald's also adopted this approach in this advertisement, focusing on the idea of ​​understanding, and conveying the message of wanting to eat McDonald's through a raised eyebrow action.

I have to say that McDonald’s logo does look a bit like two eyebrows, and raising eyebrows has been made into a brand-specific action symbol, which makes eating McDonald’s more joyful and interesting.

6.

I hope the brand can produce more creative peripherals like this.

Japan's Meiji Group uses its classic snacks as inspiration and designs interesting daily gadgets through a variety of imaginative concepts.

"Milk Correction Fluid" transforms the classic milk carton into a small stationery, which gives you a wonderful experience of pouring milk and drinking it when using it.

"Mushroom Chocolate Bluetooth Earphones". Strangely enough, a mushroom actually grew on this person's ear. It's so cute.

"Ice cream fan", the wind it blows may be vanilla-flavored, which should be extra cool.

“Creativity is a combination” is a saying that is well demonstrated in these products.

When two things are combined in an interesting way, a strange reaction occurs, which suddenly makes us see the wonders of life.

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If we want to create something creative, I think we shouldn't stay in one place and think, but go around collecting wood.

And these interesting cases are just these fuels.

While appreciating the creative sparks of these brands, our own inspiration is actually slowly heating up and emerging in its own way.

Always believe that one good idea will inspire another.

Author: Black Little Finger

Source: WeChat public account "Shock Copywriting"