B station's copywriting is written at every stop on the way home

Station B, which is called "Happy Hometown" by young people, specially "greeted" 3,285 railway passenger stations across the country in order to allow young people to go home smoothly. "Hello, 3,285 railway stations across the country, I am Station B." With the word "station", the dimensional wall is broken, and Station B is linked to railway stations across the country, thus establishing a connection with going home for the Spring Festival. The creativity is clever and direct. What is your state when you go home for the Spring Festival? Let's follow the author to find out.

There are countless roads and countless places in the world. The most beautiful road must be the way home. The place you most want to return to is called hometown.

There are countless texts about going home, and the most beautiful one is on Bilibili.

Following last year’s award-winning "Fireworks" , this year’s B station’s New Year advertising film "The 3286th Station" was also planned by "Qun Yushan".

But what is different from the past is that before, Bilibili was used to communicating with the public during the New Year's Eve, but this year it chose the Spring Festival when people return home. The reason is simple: there are many young people this year who really want to go home.

Bilibili, which is called "Happy Hometown" by young people, has specially "greeted" 3,285 railway passenger stations across the country so that young people can return home smoothly.

Hello, 3285 railway stations across the country , I am Station B.

The film begins with a scene of a railway station during the Spring Festival travel rush, and then begins to announce the station names: Shanghai Station, Chongqing Station, Guiyang Station, Changchun Station, Kunming Station, Yimianpo Station, Sanbahuo Station, Liugeji Station...

Just when people were a little confused, the words "Hello, I'm from Bilibili" instantly made people laugh out loud, and the barrage of comments was full of "Hahahaha" and "I'm laughing to death".

How to connect "Bilibili" and "Going Home for the Spring Festival" ?

Only one word - "station" - is used here to break through the dimensional wall, linking B station with railway stations across the country, thus establishing a connection with going home for the Spring Festival. The creativity is clever and direct.

It makes people laugh while also making them interested in reading on the long progress bar.

Everyone started to post their hometown stations in the barrage, turning the barrage area into an interactive zone where every Chinese person can participate.

But as a big idea to be spread during the Spring Festival, it is impossible to just make you laugh.

Then he changed the subject, said a golden sentence, and threw out a golden copy:

Some of you are far away, some are small, and some may even be a little shabby, but every station is a hometown.

In the past, stations were easily overlooked, but in fact, every station is the destination of a ticket home and the starting point of a person's departure. It has witnessed countless separations and reunions and is the scene that focuses on Chinese family emotions. Therefore, it is a symbol of hometown.

Each station, like stars scattered on the earth, marks the footprints of travelers returning home.

The two words "Spring Festival Travel" have become warmer at this moment. It is not only a transportation peak before and after the Spring Festival, but also a journey to hometown and reunion.

The creativity of advertising is fascinating, but what really touches people’s hearts and establishes an emotional connection between the brand and the audience is the insight behind the creativity and the attitude and position it embodies.

Station B stands with young people and protects you at every stop on your way home.

In the past three years, many young people who have been wandering outside have been unable to return home. "They haven't had a good New Year in three years," which makes them want to go home more than before.

Now that the policy has been relaxed and "celebrating the New Year where you are" is no longer advocated, more people have embarked on the journey home for this year's Spring Festival.

"I especially want to go home this year" is the common sentiment of all those who are away from their families.

Therefore, what this video expresses is not just "going home" , but "after three years, I can finally go home."

The ad captures the emotional dynamics behind this and the impulse to action that this can bring.

Therefore, Station B, which stands with the young people, made a request to the stations where the young people return home, hoping that they can take care of the young people on their way home.

If he accidentally bumps into someone on the platform, don't blame him. He is just thinking about getting home quickly, so his feet will inevitably be in a hurry.

If you meet a girl dragging a big box, ask her for a favor. She may be embarrassed to ask for help.

Please forgive me if the child is noisy during the trip. This may be the first time for new parents to bring their child back to their hometown in three years.

When the train is about to arrive at the station, if you see young people who have overslept, please remind them.

Don’t be surprised if you meet a guy asking for directions in his hometown dialect. He hasn’t been home for a few years, and his hometown has changed more than he thought.

They haven't been home for several years, and because they are eager to return home, they are bound to be reckless and inconsiderate. We hope you will have your tolerance and understanding.

We hope that every young person can return home smoothly this year.

Because this year they especially want to go home.

Such heart-warming scenes and copywriting really hit the nail on the head.

The person who was laughing in front, started to shed tears from the corners of his mouth. The surging emotions in his heart were about to explode, and he could no longer stop his tears.

Some people also said that they just wanted to click the "like" button, but canceled it and changed it to a one-click three-click button (like/collect/coin).

These descriptions of scenes that couldn't be more real resonate deeply with everyone who has experienced the Spring Festival travel rush.

It is said that in order to capture these scenes, the filming team split up into several groups and spread out across the country, shooting as they went. Everything was presented truthfully, presenting this authentic state of the Chinese people returning home.

You can always trust this "little broken station" because it will always stand with you. It understands your eagerness to go home, but it does not just stop at "understanding you", but will protect you at every stop on your way home.

After watching this video, users of Bilibili will find that this is not only a video website that includes interests and fun, but also a social entity that can use its influence to do its part to help you return home.

At present, this video has received more than 100,000 likes on WeChat Video Account, and has been played over 1 million times on Bilibili. It has also been released by more than a dozen top media outlets such as China Youth Daily and Beijing News. The influence brought by these may really allow young people on their way home to have a different journey home.

The expectations from afar are beautiful, but the Chinese will never stop going home. When Qi Qin's singing plays the heavenly sound of home, 3,286 stations are waiting for your return.

The world outside is wonderful, but the real joy is going home for the New Year!

Author: kuang13

Source: Free shipping for copywriting (ID: kol100).