The number of views has exceeded 10 million, and the spring advertisement is more than just an atmosphere

This article starts with the spring advertisements launched by major brands, and sorts out the most distinctive advertisements and relatively mediocre case works since the beginning of spring. It is recommended for those who want to find a breakthrough methodology for spring advertisements.

In March, spring is quietly approaching, and in this season of revival, brand advertisements are popping up like mushrooms after a rain.

However, large quantities of advertisements at the same time point are inevitable. How brands can achieve stunning breakthroughs under the same theme is worth thinking about for brands and creative people.

TOP has compiled some of the most distinctive advertisements and relatively mediocre case works since the beginning of spring, and talked about the methodology of breaking the circle of spring advertising.

01 Spring advertising focuses on surprising success

At the beginning of March, during the Jingzhe solar term, a poem “Jingzhe Order” rumbles like spring thunder, opening the curtain of spring marketing.

Under the Banana Tree: The Waking of Insects

"The thunder in the sky roars, I want the world to shake up again." The melodious song lingers in the ears, and three figures break out of the soil, symbolizing the vigorous revival of all things between heaven and earth. Thunder rolls, but they dance to the music. As the Hitchcock-style zoom lens advances, the family of three begins to dance, and every step seems to be the pulse of the earth.

"We walk sideways on the flat road

We twist and turn our way along the hard road

Let's jump and walk on the watery road

We walk on the prickly road like a cat

Asphalt roads, stone slabs between cities, beachfront beaches, overgrown weeds...

In each strange terrain, they dance in completely different postures, but what is the same is the free and unrestrained feeling that seems to be one with the environment.

When the lens combination is switched, the all-terrain advantages of Jiaoxia's lightweight outdoor shoes are fully demonstrated.

"The Waking of Insects" has a similar style and momentum to "A Shout from the Huayin Old Tune". Tan Weiwei's voice is characterized by its flexibility and mighty momentum. Her sonorous and powerful voice also conveys the momentum of shaking up the heaven and earth.

The ethnic singing style and traditional solar terms create cultural resonance among consumers and directly touch their minds.

The logic behind this advertisement is actually very simple. It explains the functions and features of the new product by switching between different scenes.

The fast-paced visual experience and strong auditory impact form the overall artistic sense of the advertisement. The chic travel around the world and the cheerful dance atmosphere are used as emotional resonance points to deeply penetrate the minds of the audience.

"I want heaven and earth to shake up again, and there is no road on earth that I cannot leave" also clearly explains the all-terrain positioning of the product. The combination of multiple elements has achieved the strong breakthrough of the circle of dissemination of "The Awakening", and obtained over 10 million views on the Weibo platform.

Another song with the highest number of views on Weibo, Jiaoxia's "Qingzhe Ling", is also about spring and songs, while Tmall's "Spring Flowers Will Bloom".

Tmall "Spring Flowers Will Bloom" This Tmall ad is adapted from Richie Jen's classic song, and its special feature is the adaptation of the lyrics. Street shops reopened, students bid farewell to online classes and returned to campus, travelers set off again, and postponed gatherings finally took place... These new changes this year were written into the lyrics, and a love song was adapted into a love and expectation for life.

Camus said that at the end of every cold winter, spring comes with blooming flowers; Tmall said that it is because the seeds of an ideal life are always there.

This ad does not promote the platform’s discounts or activities, but uses overwhelming flowers as a visual impression point and emotional resonance to attract users’ attention.

Re-arranging old songs is not uncommon, but Tmall combines the adapted lyrics with current social insights, visually expressing the brand slogan "Ideal life on Tmall", shaping a humane platform image, and establishing communication with users .

Compared to this song advertisement, TOP Jun prefers Tmall's "Something New in March".

In recent years, Tmall's "Something New in March" has become a romantic signpost for netizens' travel check-in points, and has been played out in new ways in Tmall's March new product events.

Similar to "Flowers Will Bloom in Spring", this advertisement also focuses on updates on life status.

Tmall used the offline facilities of road signs to explain the theme of the event, and also used warm stories to resonate with the audience and enhance users' perception of the event. Meituan's advertisement used the time node and linked to popular film and television works to successfully "ride on the popularity".

Meituan's "Feel the Spring Like a Brother" advertisement consists of three short films, among which the only spring element is "flower viewing". The popular online memes from the popular drama "The Storm" are combined with current outdoor activities to create a different kind of spark. In the contrast without any sense of disobedience, the platform's seasonal limited discount activities are revealed.

02 The spring atmosphere is strong, but where is the relevance?

There are so many spring advertisements, and most brands choose to start with the atmosphere. Seasonal atmosphere is often a limited edition, but once more brands focus on creating atmosphere, this approach will not be so rare.

Hello's advertisement "Hello, Spend the Spring with You" uses fresh colors and people's travel activities to fit the theme of spring, explaining the platform's five services: bicycles, taxis, electric vehicles, ride-sharing, and car rentals.

However, the connection between the product in the advertisement and spring is not obvious, which makes users feel connected intuitively and thus does not increase their demand for Hello.

But what’s interesting is that the owner of a flower shop in Shanghai planted flowers in the baskets of Hello bikes on the street, hoping to bring healing romance to passers-by. This has given Hello a romantic brand image that is closer to life.

The same problem exists in the spring advertisement "Meet Spring More Beautifully" shot by Hellobike and Perfect Diary, which is full of flowers, and New World View, which was filmed with brand spokesperson Zhao Lusi.

Perfect Diary's short film "Meet Spring More Beautifully" still mainly uses low-saturation images, supplemented by Zhao Lusi's narration, telling the beauty of spring.

Perfect Diary launched a new spring product, Shimmering Business Card Lip Glaze, but the advertisement only describes the beauty of spring without mentioning the target audience and usage scenarios of the product. It is unlikely to be effective in increasing consumer purchasing power.

Perfect Diary’s new product, The Beast, was launched during the Spring Equinox with spokesperson Gong Jun in a short advertising video, which gave an ambiguous introduction to the new product.

The Fauvist Spring Equinox Advertisement During the Spring Equinox, the ancients would roast tea and fly kites. The Fauvist advertisements extensively describe the Spring Equinox and emphasize the balance of nature.

Corresponding to the release of the short film, The Beast also launched new aromatherapy products, "New Rain in the Empty Mountain" and "Like a Spring Breeze".

Judging from the expression of the picture, the short film reflects the smell of the new product, but the artistic description of the copy makes consumers have a vague impression of the new product, which wastes the adaptability of the picture.

There are many short videos like this one featuring spokespersons for new products of The Beast. Spokespersons are also a reflection of the brand’s strength and are conducive to attracting a large number of fans’ support.

But the corresponding disadvantage is that it is impossible to spread beyond the fan circle and truly expand the brand's voice.

03 Seasonal marketing should not be limited to atmosphere

Whether it is a platform or a brand, what advertising entities pursue is nothing more than high volume and high sales.

But looking at this year's spring marketing, only a few brands have managed to break out of the circle.

In seasonal marketing, how can we break through the circle and achieve the goal of advertising communication?

TOP believes that the following three points are particularly important.

First, determine your brand positioning.

Clear positioning is the most important step before the birth of advertising creativity. Determining the temperament and image that the brand wants to present in the advertisement is a long-term investment in the brand .

Tmall’s new series of short films and “Flowers Will Bloom in Spring” have completely created a model of an ideal life, using the psychological benefits of consumers when they make purchases to attract users to participate in activities.

Secondly, combine the characteristics of the time node with the product.

The brand's choice to launch an advertisement in spring must have an intrinsic connection with the tonality of the new product, so the correlation between the product and the season must be clearly stated in the advertisement .

If an advertisement with weak relevance fails to stimulate the audience's desire to buy, then it is not considered very successful. The advertisements mentioned above that focus on highlighting the sense of atmosphere all have this disadvantage.

Jiaoxia's "Qingzhe Order" fully demonstrates the characteristics of the Jingzhe solar term, and achieves a complementary effect with the product's applicable scenarios.

Finally, there are creative breakthroughs and innovations.

Innovation is a difficult goal to achieve. Consumers can only receive limited information at the same time, and too many repetitive advertisements can easily lead to aesthetic fatigue.

In this case, a straightforward advertisement may be more effective. Innovation does not necessarily have to be reflected in the entire advertisement, but in one of its points.

Only by highlighting the brand image, products, and activities and delivering clear messages to the audience can effective advertising be achieved.

Author: TOP Jun

Source: TopMarketing (ID: TMarketing), when it comes to Marketing, Top is a belief - TopMarketing.