Ele.me’s New Year Marketing: The most beautiful phrase for the Chinese New Year: I’m here!

Touching people with emotions is a simple way to impress people with marketing. Returning to the original intention of the Spring Festival, major brands have created a warm New Year video, using the warm reunion emotion to trigger a deeper inner resonance. It has arrived, which is a clever pun full of beautiful meanings. The author of the following article introduces the advertising marketing prepared by major brands for the Spring Festival. Let's take a look.

It is the end of another year and the New Year atmosphere is already upon us. Not only do we long for a lively party with good food and drink, but we also have a stronger expectation for family reunion.

In line with the irresistible atmosphere of the Spring Festival and the festive warmth of the Spring Festival reunion, Ele.me's brand joint marketing, with "Ele.me Little Blue Box" as its IP, brought a unique Spring Festival marketing campaign. From the joyous moments of reunion, to the limited surprise of exquisite New Year gifts, to the festive atmosphere of the Spring Festival family reunion... Ele.me Little Blue Box's "Spring Festival Trilogy" accompanies us to "come with the New Year, blessings and gifts."

1. The warmth of the New Year comes from the resonance of reunion

Touching people with emotions is a simple way to impress people with marketing. Returning to the original intention of the Spring Festival, Ele.me created a warm New Year video, using the warm reunion emotion to trigger a deeper inner resonance.

Creativity comes from a subtle insight into life.

"Arrived" is a clever pun full of beautiful meanings. When ordering takeout, "Arrived" represents the peace of mind that the food has been received safely; during the Spring Festival, the "I'm here" of the travelers brings an irreplaceable warmth, which is the spark that ignites the passion for gathering.

Especially in recent years, the inability to go home for the New Year has made us more eager for the warmth of family reunion. Insighting into this emotional pain point, "It's here" has been shaped into a unique New Year symbol, and Ele.me has created a unique "emotional universe" by extending and sublimating it. With this shared heart, we connect all the beauty.

During the Spring Festival when I couldn’t go home, Ele.me brought me the taste of home. “When the taste arrived, it felt like we were eating together.”

Worried about the health of parents, Ele.me delivered the medicines in time, "It shows my concern, as if I am by your side."

You can also express your thoughts about your loved ones through Ele.me, "I miss you, it's like I grew up with you."

It is these heartwarming words "I'm here" that transcend time and space, allowing us who are not with our families to be at ease and accompany them on time. When the long-missed reunion can finally be realized with the words "I'm here", the warmth of home and the meaning of the New Year are fully revealed. The long-lost reunion and embrace are touching moments for every family.

Yes, no matter how many beautiful words there are in the world, they are not as good as the simple words "I'm here".

Just like the copy at the end of the film: In the past few years, you have sent many "I'm here". However, no matter how beautiful the words in the world are, they are not as good as the understated "I'm here".

The words "I'm here" have a reassuring effect.

In one word, the taste of mom "arrived", the smile on mom's face "arrived", dad's age "fell back" by ten years, and my brother's red envelope "arrived", the New Year, it's arrived...

Every detail resonates with others, and every tear point is life.

Ele.me uses "arrived" as a link to connect the family affection throughout, and cleverly uses the main thread of reunion to connect the "taste", "care" and "concern" delivered by Ele.me. The reunion and fireworks of the Spring Festival are all revealed in this "arrived". The word "arrived" is the most touching words you say to your loved ones after not going home for a long time. The word "arrived" is Ele.me's joint commitment to other brands to make you feel at ease during the Spring Festival as always.

The sentimental long copy is also worth reading and savoring. The subtle care and deep love are revealed through simple words. The true feelings also inspire a touching resonance.

The Spring Festival is coming, and it is the time of the year when we have the most emotional desires. Missing family, longing for reunion, yearning for the New Year, looking forward to the future, and hoping for happiness all need an outlet for expression.

The heavy word "it's here" is the perfect outlet for this emotion.

Ele.me used the Spring Festival mood as a link to spread the message closer to life. The convenience brought by takeout, the help brought by reunion, and the concern brought by care are vividly and realistically reproduced, closely connecting us with the warmth and beauty of daily life.

2. The heartwarming idea of ​​a fancy joint gift for the New Year

If the emotional expression of "it's here" from the brand side is a gentle touch like the gentle spring breeze, then the surprise brought by the gift-giving of Ele.me's Little Blue Box in a co-branded way interprets the insight of "it's here" in the form of small happiness.

We need a sense of ritual for the Spring Festival. Gifts are indispensable in the New Year customs and thus become an important marketing vehicle for the Spring Festival. This time, Ele.me Little Blue Box was ingenious and made an interesting joint venture to "deliver" customized gift boxes to consumers.

Ele.me's Little Blue Box has teamed up with brands such as Burger King, McDonald's, and KFC to give consumers a different Spring Festival "surprise" through novel and diverse interactions, and launched a New Year's co-branded version of the "Little Blue Box" with the brands.

The good wishes are also the same - "The new year has arrived, and wealth has arrived."

The little blue box contains a "mascot" surprise to add good luck - each little blue box can be unfolded into a small "New Year Fortune Tree".

Specifically, the three-dimensional design of the "Money Tree" is interesting and informative. When unfolded, the small blue box becomes a base, and a "Money Tree" with red fruits grows out: auspicious signs of "wealth", "good luck" and "good fortune" hang all over the branches, and lucky bags, ingots and zodiac rabbits are decorated on the side to add a festive atmosphere.

After disassembling and assembling, people can get a sense of participation, which stimulates the satisfaction of "seeking wealth" and triggers secondary dissemination. On Xiaohongshu, the "Ele.me Fortune Tree" has become a hot topic of discussion for its good looks, fun and auspiciousness.

Full of beauty, full of benefits, full of heart.

The Chinese New Year has arrived, and Ele.me's surprise has also "arrived" on time. In this way, Ele.me's brand awareness of "feel free during the Chinese New Year" has been further strengthened.

3. The festive atmosphere of the New Year is well captured

Of course, another indispensable element of the Spring Festival is the lively and festive atmosphere.

The bustle of lights and decorations, the joy of the auspicious red color, the happiness of buying New Year's goods, all these beautiful things put together make for a New Year with a festive feel.

In terms of creating momentum for the New Year, Ele.me is also ingenious, bringing a "private room" atmosphere of great scale.

Taking scenes as a breakthrough, Ele.me Little Blue Box joined hands with brands such as Yili, Burger King, KFC, McDonald's, Pizza Hut, Xibei, Sprite, Wrigley, and Hu Qing Yu Tang to jointly present a set of "New Year is Here" story posters, conducting comprehensive and multi-dimensional scene exposure both online and offline.

The offline atmosphere creation is particularly eye-catching. The story posters of Ele.me covered the 20-meter subway passage of Xujiahui during the Spring Festival. The "private venue" presentation of the golden urban circle captured the festive atmosphere in all aspects.

At the same time, the popularity of offline scenes spread online. #Ele.me subway New Year atmosphere poster# became a hot search on Weibo, and KOCs shared the online version of the poster, conveying a lively atmosphere;

Netizens also checked in offline and posted photos of posters they took in the subway to share the festive atmosphere of the New Year.

It even made subway station reservation a hot topic in Shanghai.

Instead of simply conveying joy, the graphic posters also use the experience of "arrival" to strengthen the strong flavor of the Spring Festival reunion with a deep sense of story. Behind each poster is a reunion story: the joyful moment of seeing family members for the first time when returning home for the Spring Festival, the happy moment of giving a nourishing New Year gift to mother, the cozy moment of watching movies and playing board games with lovers, the joyful moment of family sitting around for reunion dinner, the happy moment of distributing red envelopes, the surprise moment of a family receiving the Ele.me blue box from the rider... These beautiful pictures freeze the many gathering scenes of "arrival" and interpret the overflowing sense of happiness.

The “arrived” style of the copy is also very touching: the new year has arrived, blessings have arrived, health has arrived, financial luck has arrived, freshness has arrived, good luck has arrived, the hot reunion has arrived, the loved one has arrived, buckets of good luck have arrived, and the exciting moment has arrived…

In this way, not only is there high-traffic exposure, the New Year atmosphere brought by the phrase "It's here" also leverages the dual traffic levers of offline and online, completing a deep brand mind reach.

Spring Festival marketing is a strategic home ground for brands to show off their strength and strengthen interaction. In the chaotic and diverse fancy marketing, Ele.me started with the touching detail of "arrived", breaking the homogeneity stereotype and achieving an all-round content "surprise attack".

The subtlety lies not only in capturing and understanding the emotions of the Spring Festival, but also in the all-round display of the festive atmosphere and reunion that is more deeply rooted in people's hearts.

Whether it is the heartwarming TVC that moves people with emotion, the auspicious surprise of the co-branded little blue box, or the deep online and offline reach of the story-telling posters, the insight of "Arrived" is the finishing touch. In the extension of the key core, through all-round marketing penetration, it truly connects the convenient experience brought by Ele.me with the festive reunion of the Spring Festival.

The “New Year Trilogy” of Ele.me’s brand joint marketing has brought a new paradigm of vivid and diverse Spring Festival marketing.

Author:yummy

WeChat public account: Shock Copywriter