The copywriting of middle-aged love is very exciting~

This article vividly introduces how Xiaodu's posters and advertisements use "middle-aged love" as the entry point to express the connotation of its brand proposition "companionship". It not only records a successful brand communication case, but also makes people feel the brand value of Xiaodu's "companionship" in an impressive way, which has a very high learning value. 

"She Vanished" was a big hit in theaters. After watching it, many people said they no longer believed in love. What was promised as a lifetime of companionship turned out to be an elaborate plot...

Just at this time, Xiaodu released a set of posters with an interesting theme called "Middle-aged Love Picture Book".

Xiaodu chose to start from the less mentioned topic of "middle-aged love", and used copywriting to describe an ideal state of love.

The copy is like "middle-aged love" itself. It is not grand or earth-shattering, but it makes people feel comfortable and interprets a kind of the most long-lasting romance - "companionship" .

1. Accompanying means being patient

How many trivial questions are there?

There are so many tiresome answers

——Patience can prune the extraneous branches of love

2. Companionship means staying together for a lifetime

Sometimes ignore

But never give up

——Staying together is a quiet romance

3. Companionship is always fresh

I want to know a lot

Let you say it's fun

——Knowledge is hormone, it is the taste of middle-aged love infatuation

4. Accompanying is always thinking about the good things

Always remember every anniversary

Because it can only accommodate "two people"

——Love has a sense of ritual, love is still youthful in middle age

5. Accompanying is a timely response

I didn't know until middle age

Touching love words

Not "I love you"

It's "I'm here"

——Respond promptly, and you will feel safe when you hear the sound.

After watching it, many people said, "It's too real", "This is what real middle-aged love looks like." It's talked about but hidden deep in the heart, from passionate to ordinary, from vows to the daily necessities of life, it lacks the heart-pounding feeling of first meeting, but they can accompany each other for a lifetime through ups and downs.

The cleverness of this set of copywriting lies not only in its accurate insight into "middle-aged love", but also in its double entendre meaning. In fact, every piece of copywriting here is also about Xiaodu itself.

The Xiaodu brand has always emphasized the concept of "companionship" . This time, it has accurately grasped the similarities between the sense of companionship in middle-aged love and the sense of companionship of Xiaodu. It seems inconspicuous at ordinary times, but it will always respond to you in time when you need it.

This real state of middle-aged love is exactly what Xiaodu is doing: always replying in a timely manner, always patient, updating tirelessly, and knowing when to be silent.

Using a clever analogy, Xiaodu's "companionship" becomes concrete, tangible, vivid and lively. It is not only about being by your side physically, but also about being by your side emotionally.

If the poster copy uses warm companionship to interpret the way of getting along in middle-aged love, then the advertising film "Middle-aged Love Picture Book" launched by Xiaodu at the same time uses a little humor to express the little joys hidden in the ordinary middle-aged love. Although plain, it is not boring.

Middle-aged Love Picture Book

These four short stories are simple, but each one has a hidden meaning that makes people laugh.

For example, in the first paragraph, the husband asked his wife what she was looking at, and the wife said: Looking at your mother.

Then he took out his mobile phone, and it turned out that he was using Xiaodu to follow the condition of his mother-in-law at home. The two smiled at each other, and the subtitles that followed read "Middle-aged people's love: Mind your mother's business..."

In the fourth paragraph, the husband lied about working overtime and ended up drinking alone. The wife rushed into the restaurant with murderous intent, thinking that they were going to quarrel, but she shouted: "Boss, get a glass!" and then happily drank with her husband.

One detail that adds a lot of points is that the picture was a bit gloomy at the beginning, but when the wife came in, touched her husband's head and said, "Let's work overtime together," the tone suddenly became warmer.

This copywriting and plot are a perfect example of "reversal". In the second part, the fierce lady boss finally smiled coquettishly. In the third part, the wife was afraid that Xiaodu would be too noisy, but she fell asleep listening to Xiaodu. The husband covered his wife with his feet, and the wife was disgusted that he didn't wash his feet. The copywriting was "Middle-aged people's love: plain, but interesting." It made people laugh out loud.

Although it is an advertisement, it is well aware of the dissemination rules of short videos. It has twists and turns, funny moments, expected warmth, and sudden jokes, and conveys the idea of ​​"middle-aged love" in a more acceptable way. Xiaodu, on the other hand, only integrates into the plot at the right place, but does not steal the show. It quietly accompanies the audience and responds only when needed. After the advertisement was launched on Bilibili, the number of views exceeded one million within a few hours, making it a hot topic on Bilibili.

So far, the total number of views has reached more than 3.5 million, with over 100,000 likes. In the comment section, unlike the usual teasing style of B station, many people have turned on the heartfelt mode.

Some young people also said they wanted this kind of love:

Five poster copywritings and a warm and humorous advertising film tell all aspects of middle-aged love, and also express Xiaodu's "accompanying" rule from the side. From this we can also see the brand path that Xiaodu has always adhered to:

1. Xiaodu’s big idea is to carry out “accompanying” to the end

When we mention Coca-Cola, we think of "happiness"; when we mention Apple, we think of "changing the world"; when we mention BMW, we think of "driving pleasure"... Now when we mention Xiaodu, the two words that come to mind are "companionship".

Xiaodu's brand marketing always gives people a dazzling feeling. It doesn't seem to be very effortful but always hits the mark. In the final analysis, it is because Xiaodu persists in the word "accompany". When you use a sentence to talk about "accompany", it is just a Chinese word. When you use 100 sentences and countless stories to tell the story of "accompany", these two words become Xiaodu's most valuable assets.

2. Let the meaning of "accompany" truly reach the bottom of your heart

"Companionship" is a big word. If the copy is simply repeated, it may become empty. Therefore, Xiaodu is always looking for various angles and using different stories to give "company" a richer brand connotation.

For example, "I'm always here" in "Lao Du" and "Having you by my side is perfection" in "Beside me". This time, we have found the sense of companionship similar to that of Xiaodu in "middle-aged love". Using different angles and different emotions, we have given "companionship" concrete and tangible content, making the brand's proposition flesh and blood. It is not only a slogan floating in the sky, but also an emotion that goes straight to the heart.

3. Functional value can always be replaced by emotional value

Why is the word "accompany" so touching? We see that "one ear, one mouth, half of each person, standing by the side", companionship means listening, telling, standing by and accompanying silently, it hides the most precious emotions between people.

When a product can only provide use value, it can be replaced at any time with the upgrade, but if it brings emotional value, it will be difficult to replace.

Xiaodu's emotional value of "companionship" allows the product to establish an emotional connection with users and achieve inner empathy, thereby deeply embedding the brand in the hearts of users. In this way, the so-called "user stickiness" pursued by all products will naturally come to fruition.

Author: Kuang Thirteen

Source: WeChat public account "Copywriting Free Shipping"