Touching the soft hearts of new social animals, a collection of May Fourth creative and fresh works

Introduction: May 4th Youth Day has ended, and the marketing methods of major brands have become more dynamic under the theme of youth. Is it the "warmth card" of Zhenguoli's scripts or the "youth power" of Bilibili that is more popular? Come and learn.

May 4th Youth Day is a festival for all progressive young people. Brands also take advantage of the festival to release TVCs, telling the passion, persistence and progress of contemporary youth. When TVCs focus on emotions, how can creativity stand out?

The weekly broadcast of wonderful cases has arrived as promised. TOP has selected the top 5 marketing cases for this week's May 4th Youth Day (Week 18, 2023, April 28th - May 4th). They are presented below one by one. Zhenguoli takes the best.

01 Mengniu Zhenguoli’s story of traveling through time uses emotions to highlight the flavor

When a person is frustrated, what he wants most is the support of his family, but what if he doesn’t get it?

Mengniu Zhenguoli released the TVC "It's Really You! My Intern Dad", making Zhenguoli a time-traveling artifact to resolve the gap between father and son.

Liu's father and son had an argument while shopping at the vegetable market. The son had reasons that he couldn't speak out, and the father was stubborn without thinking from the other's perspective. During the argument, Lao Liu accidentally fell into the "Huaguo Wish House" and woke up again as an intern under his son. He watched his son being insulted by his boss but endured it, and found that the reason his son resigned was not because he couldn't stand the hardship of work, but because he had a dream deep in his heart that needed to be realized.

The experience of working with his son finally made Lao Liu understand his son's choice. When he returned to the present, he decided to support his son's dream.

The short film stars popular actors Zhang Weiyi, Zuo Lingfeng and Yan Peilun from the second season of the "Annual Comedy Contest". In addition to the heartwarming story of father and son, the performances of the comedians also add humor to the short film. The short film uses "bitter, but also sweet aftertaste" to reflect the characteristics of the new orange blossom & pomelo flavor of Zhen Guoli, which is "slightly bitter at first, but sweet aftertaste". This theme is also used to pay tribute to young people who work hard for their dreams, and highlight the flavor of the product by mobilizing the audience's emotions.

TOP Editor's Comments

Le is an annual show of strength for brand creative departments. For food and beverage, to retain the hearts of young people, in addition to retaining their stomachs, at key nodes such as May Fourth, they must also retain their emotions, whether they are crying, laughing, thinking or excited.

For this year's creative breakthrough, Zhenguoli invited a popular contestant from the second season of the "Annual Comedy Contest" as an external aid. Obviously, this is a tough character with "good acting skills". As an outside spectator, it is obviously impossible to deduce the source of the creative ideas in the brainstorming, but this does not prevent us from making a legally irresponsible guess:

Because of the large amount of sponsorship invested by Yili QQ Star for this season's works, the marketing department of Mengniu's entire product line has paid high attention to this program . After all, the one who understands you best must be your competitor. The "enhanced memory" brought by repeated research and continuous input made it easy for the team to come up with this IP keyword at the creation meeting.

The cast was also very sophisticated. They invited the "someone" from the champion combination "someone", namely Zuo Lingfeng and Zhang Weiyi. The finishing touch was the "golden supporting actor" (official title of the program is "best support") Yan Peilun . The blessing that Yan Peilun brought to the program (here it should be called a short film) is equivalent to the polishing of Stephen Chow's movies by Wu Mengda.

In terms of creative content, Zhenguoli chose one of the performance techniques that "XXX" is good at: " time travel + family affection + montage conflict", which is a performance scene that easily combines laughter and tears. Their superb creation and performance in this scene can be seen in the final work "Goodbye, Lao Zhang" in the Comedy 2. Although the audience's taste for this creative style has become more and more picky after "Hello, Li Huanying", XXX can always bring new joy.

Specifically for the short film, the creators focus on new office workers, and reasonably interweave common elements of workplace people such as manuscript revision, inexplicable criticism, overtime, and conflicts between reality and ideals, showing an excellent work with a complete story, smooth plot, and emotional resonance. The content implantation of Zhenguoli products and brand concepts is also just right.

With fans of the show and loyal brand users as the seed audience, coupled with channel dissemination, the short film can form a certain dissemination potential among new employees. At the same time, compared with the cost of notifying the star's participation, the overall ROI of this idea should also be good.

At this point, if the word "but, however" is not included, it seems incomplete. To be honest: compared with the creation of Comedy 2, considering the audience's habit of fast-consuming information, the short film is too long, and the overall rhythm cannot meet the "brightness" of the Internet era. There is still room for "review, addition and deletion" in terms of information capacity, density of laughs and transitions, and tear-jerking . (I vaguely feel that the script intern is on the way with a knife in hand, "This is the rhythm of revising the manuscript after the work has been released.")

Despite this, we still hope to continue Zhenguoli’s good luck and wish all the young people in the advertising and marketing circles that after every major test in life, they can say to their beloved ones with tears in their eyes: “I passed the exam”.

02 Audi demonstrates its brand attitude with little effort

If dreams are something young people have but dare not pursue, then every opportunity in the workplace is a real need that needs to be seized.

Audi invited Andy Lau to star in the Youth Day TVC, asking "someone with experience" to help young people with some small favors.

On the set, you can shoot again and again, but in the workplace, you only have one chance. When a new member joins the team, say his name, shake his hand carefully, and a brief introduction will make the newcomer more confident; when the newcomer achieves something, recognition and praise will become one of the motivations for them to continue working hard; if the car is too quiet, turning on the music can relieve the newcomer's nervousness... The help of experienced people will also become a force to support young people to move forward.

Young people have been persisting and looking forward to support. On this Youth Day, Audi paid attention to the small difficulties faced by young people in the workplace, and called on "experienced people" to provide help to newcomers with Andy Lau's explanation. This TVC focuses on mobilizing emotions, but it also truly expresses support and care for young people. Applauding and supporting young people's persistence shows the brand attitude of "future is an attitude".

03 Bilibili’s “Method of Aging” Shows a Youthful Atmosphere

Everyone wants to get younger, but Bilibili teaches people how to “get old quickly”. They really know how to play it.

On the occasion of Youth Day, Bilibili invited Professor Wang Yusheng, former director of the China Science and Technology Museum and the Person Who Moved China 2022, to scientifically discuss "How to Age Quickly".

Nowadays, many young people like to say that they are old. Professor Wang Yusheng teaches young people three ways to get older: The first trick is to "learn to keep a beer belly", drink when advised, stay up late, and let the liver function decline; the second trick is to "learn to lose insomnia", stay anxious, and let the cortisol level be unbalanced; the third trick is to "learn to lose interest", prevent the brain from secreting oxytocin, and no longer be attracted by the fresh content of Bilibili.

Seeing this, we all understand the good intentions behind these ironic remarks. What young people need least is to draw a line between themselves and youth, but to embrace every energetic morning.

This video of Bilibili was jointly planned with Science Popularization China, China Radio and Television Association Healthy China Publicity Committee, and Shanghai Mental Health Center. It uses professional vocabulary to popularize science and also encourages young people to accept every state of themselves in a "sarcasm" way. This "scientific discussion" shows the youthful atmosphere of Bilibili as a content creation platform, and also reflects the platform's care for the physical and mental health of young people and its own sense of social responsibility.

04 DingTalk’s “flying a kite” triggers emotional resonance

“Can you fly a kite?”

DingTalk first raised this question in a short film for the May Fourth Youth Day, but what it wants to teach people is not to fly kites, but to wait for the wind to come.

The process of flying kites in DingTalk's "Waiting for the Wind" is in line with the old saying - you can't eat hot tofu in a hurry. Young people seem to be always waiting for something, waiting for the street dance they love to be mastered, but this requires long-term practice; waiting for the success of a project, but it takes countless late nights; waiting for the right person to appear, but it requires opportunity and fate.

They have been waiting and always have questions: Why hasn't he come yet? But Dingding said that life is like flying a kite, the wind will come, it just comes later.

DingTalk also resonates with emotions. The topic it chose is the uncertainty in life, using the mentality of "flying a kite" to compare the state of life. The short film ends with DingTalk changing the "late" in attendance to "late arrival" on May 4. As a professional office platform, this is a tolerance of workers' working hours on the holiday, and also a little comfort to users.

05 Mengzhilan "Young Old Friend" encourages young people to forge ahead

Mengzhilan released a short film on Youth Day, reintroducing several "young old friends" to us.

From Confucius, who founded private schools in the Spring and Autumn Period, to Qu Yuan, who advocated reform in the Warring States Period; from Zhang Qian, who was sent to the Western Regions in the Western Han Dynasty, to Cai Lun, who specialized in papermaking in the Eastern Han Dynasty... In every period, there are many people who have opened up an era on their own. People record their great achievements, but always forget that they were once young.

These people who left their footprints in the long river of history were once young and ignorant, and they were "just like us." They stick to their own opinions and sincerely ask others for advice, and are stubborn and romantic. This exploration and persistence continues to this day and still flows in the blood of contemporary young people.

The short film adopts a pseudo one-shot format, allowing viewers to experience the visual effect of traveling through thousands of years. On May 4th, a festival for all young people, Mengzhilan uses historical celebrities to encourage young people to persist and explore, highlighting the brand proposition of "a better era deserves a better you". This slogan is used on Youth Day to become an encouragement, but it is also the brand's persistence for many years.

Author: topjun

Source: WeChat public account "TopMarketing"