The homophonic pun of "Ele.me" can no longer be hidden

Too much work pressure, rushing to commute? "Ele.me" is here to save you! Humorous words can "give you a helping hand", help you clear the haze in your life, and make you laugh!

In "Facing the Sea, Spring Flowers Bloom", Haizi gave each river and each mountain a warm name.

If you pass by a Shanghai subway station recently, you will find that the usually unknown pillars now have names.

If you look closely, every pillar is telling you the same thing: life is a competition arena, and I want to support you by buying medicine from Ele.me.

If you think about it carefully, there are indeed many "arenas" hidden in our lives:

There are always delicious foods that you can’t eat enough, but there will be times when you can’t eat enough; there are always endless work to do, but there will be workers who can’t open their eyes; there are always summer activities that you can’t miss, but there will be always hot weather that you can’t avoid…

Ele.me saw you working hard in the arena of life, so it proposed the theme of "Life is a race, we support you". No matter which race you are facing, Ele.me will support you. In terms of specific expression, Ele.me used a homophonic pun and a metaphor of using objects to describe things.

In order to convey the message that "life is a competition field, we support you", Ele.me Medicine has focused on a simple carrier - pillars . Pillars can directly represent the brand's role of "supporting the field", and each pillar is like the people who are silently supporting the competition field of life that Ele.me Medicine wants to care about.

Haizi named every mountain and every river in his poem, hoping that we can be illuminated by warmth everywhere in our lives. The same is true for Ele.me, which names subway pillars in an attempt to give people some warm care.
To this end, this time, Ele.me has joined forces with six commonly used summer medicine brands, namely, Lidushen, Bactroban, Tylenol, Dashi, Jiangzhong, and 999 Piyanping, to name those pillars that have been silently "holding the scene", and hopes to bring peace of mind to each of you who works hard to live.

Through the slightly nonsensical act of "naming the pillars with Ele.me medicine", people can feel "seen". At the same time, people who are going to different venues can see that whether you are going to work, exercise, eat and drink or have fun, Ele.me medicine will "support" you.

Nowadays, media is becoming more and more diversified. There is an obvious trend that brands do not only use media as a carrier in communication, but also as content. In other words, the media itself is a kind of allegorical expression. For example, Tmall has made creative changes to the luggage conveyor belt at the airport, hoping to bring good luck to everyone.

This time, Ele.me made a fuss on the subway pillars, which is also based on the meaning behind the pillars as a carrier. It just fits the brand role of Ele.me to support people's lives. Compared with those big ideas, sometimes I prefer this simple and light creativity, which makes readers smile.

Author: Shock Copywriter

Source: Shock Copywriter (WeChat ID: SHOCKCW)