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    2016年6个最666666的春节营销案例

    作者:admin    来源:   日期:2016-01-29 17:24:28
    农历新年,合家欢时刻,素来是各大品牌主必争的战场。放眼望去,皆为一派浓情温馨喜庆。今年两大支付巨头用"派红包"大招厮杀的预告早已满天飞:支付宝下重本承包了2016央视春晚的红包,以期一雪前耻并撼动微信的社交优势。而微信则继续暗度陈仓,用朋友圈照片红包先声夺人,再下一城。更豪气宣布将除夕前后共10天的所有朋友圈广告收入,统统用来发红包,据说可达9位数,真是乐坏了消费者!

    不过,一想到从除夕夜开始,满屋尽是低头族,戳屏族,这红包是不是有点褪去过年的意义?成功的营销案例,固然可以博眼球、增加用户的粘性。但想成就好的品牌,它还得满足更高的要求:改善人们的生活之余,让人与人之间的关系更加亲密美好,而不是削弱一些本应有的良好互动。

    在2016年春节来临之际,有哪些好品牌的好营销,已经粉墨登场?

    一、 怡宝 X 乳名--回归纯真,立意深远

    回家路远,春运拥堵。近两年,免费送乘客回家过春节的营销项目,随便一抓一大把。海量项目之中,怡宝靠什么突围而出?

    如果回家只做低头族、浪费与家人沟通的机会,到家了又有何意义?怡宝提出"带着乳名回家",十分新鲜。怡宝呼吁消费者放下社会角色、标签与压力,找回儿时爸妈呼唤其乳名时的纯真天性。怡宝找到了"乳名"这个人人都拥有的文化记忆点,把乡音乡情乡忆跃然于纸上,成功撬开了消费者心智。回归心纯净,回归孩子般的纯真,与怡宝"心纯净,行至美"的品牌理念完美相连,主题深度远远抛开了其他品牌。\活动代言人韩庚也选得极为恰当:12岁独自离家千里求学、直到25岁才能以自由身回到父母身边的韩庚在1月24日春运首日,化身"乳名时光机"机长,亲自送长期在外打拼的游子们回家。正式发出了带着乳名回家的倡议。活动还由视频弹幕网站Bilibili全程直播,网友用弹幕向韩庚"提要求"、韩庚实时回应,吸引4万余人在线观看,弹幕满屏飞,互动性真是上天了!\为了让更多人能"带着乳名回家",怡宝还与春运期间爆红的"滴滴顺风车"进行跨界合作,发起了免费的"乳名顺风车"活动,让网友跟着老乡司机回到了家,期间还在平台上豪派了价值数千万元的滴滴打车红包。做到了以人为本,真情回馈。

    一个手绘漫画风格的H5互动更是催泪无数。令人惊艳的不只是与韩庚本人相似度高达90%的画风,而是其中对现代都市白领压力现状的深刻洞察,无限放大了乳名的煽情回忆。催泪指数五颗星。\H5地址

    二、 Vivo X 快---以快敌快,助力亲情

    Vivo的春节营销也是在说回家的故事。

    比较聪明的地方是Vivo巧妙借生活的快,嵌入自家手机"快"的性能,进一步升华到"快"对人生的意义\"总在努力想要快一点,快总比慢好。"人们一直在追求快,直到某个时刻、发现亲人长出白发日渐老去,才知道过去没有好好地陪爸妈。这种老套的述说方式,接下去,又是要呼吁我们"慢下来珍惜亲情"吗?

    To be honest,这类喊声还真是"正确的废话"--生活就是那么无情的快,逆水行舟,哪容得我们慢下来?违背生活习性的呼吁,真的很可能只会是一个空洞无力的口号而已。\幸好,vivo用了一种更轻巧、更有意义的说法:"如果岁月不能慢下来,至少回家可以快一点。"借助vivo畅快的性能,能快地买到票、更顺畅地跟父母视频通话等等,让回家变得更容易。该追赶的时候就尽力追,该回家的时候,就让科技帮我们缩短一下距离和时间。洞察确实捉得很准。

    "有家,快才有意义。"一点新意,一点惊喜。

    三、 阿里巴巴 X"送戏回乡" --科技搭台,文化唱戏

    缔造"双十一"传奇的阿里巴巴,今年发起首个"阿里年货节",尝试掀起"洋货下乡、土货进城"的热潮。其中温暖的动作是,发起 "我为家乡送台戏"活动。\在外漂泊的游子可在线参与众筹,通过购买几款金额不同的过年民俗产品筹集资金。一旦众筹成功,在元宵节当天,阿里巴巴将向河南、安徽、江西等九省(市)的30个贫困县送出传统戏剧表演,把京剧、黔剧折子戏、川剧变脸、侗族琵琶歌等节目送给家乡的亲朋好友。

    淘宝众筹还联手文化相关部门,展开"阿里年货节"非遗合作,山东高密剪纸,河南开封朱仙镇的木板年画、山东的胶东大饽饽等传统非遗技艺,都将通过"众筹"让更多人了解。\(图注:"一级民间工艺美术家"范祚信剪的窗花)

    善于卖萌的文化网红"故宫淘宝"今年也参与了进来,针对猴年主题,在阿里年货节引入"大圣归来"等广受好评的IP,让非遗老师傅的精湛技艺与时尚的设计对接。给大众带去更多惊喜。

    四、 苹果X新年歌--清新可口,与众不同

    春节将至,华仔的《恭喜发财》是不是又要从年三十播到元宵了?不过今年,你还会听到另一个版本--苹果请来了华语歌坛教父李宗盛和他的徒弟爱徒李剑青和白安,来重新演绎这首歌。\在这段由著名导演关锦鹏执导的60秒广告片中,突出了水仙、福字、红包这些传统中国春节元素,而李宗盛等人奏唱的《恭喜恭喜》,却是通过小提琴、吉他和混音键盘这些西洋乐器伴奏,中间还穿插了用音乐创作类软件Music Memo重新编曲的流行音乐。这体现出苹果想要融合中西文化的心思。

    在广告末尾,是一个"乐"字,既可以理解为"音乐(yuè)",也可以看成是"欢乐(lè)"。

    苹果没有一头扎入"家"的命题,而是选择了与众不同的"年歌"的新角度。虽然与去年的哪部《老唱片》相比没太多提升,但在举目皆是暖暖亲情的营销战场中,算得上是一抔清新而窝心的清泉。

    五、 联合利华家乐X不回家的人--以小见大,乡思更浓

    同样是说"回家",联合利华饮食策划,则选了一条稍小众的路子:聚焦到为了别人家的团圆饭,而不能在除夕夜回家与家人吃年夜饭的厨师。

    回家是大流,但不回家的人也确实不少。阿里、京东等等电商都打着"过年不打烊"的口号,大批快递员春节需留在工作的城市。部分交通运输的司机、乘务员和公职人员也不能离开岗位。

    在人人都回家开开心心地过春节时,聚焦于不能回家的人,或许更能放大游子回家的渴望与家人的期盼,更显品牌的细致温暖。\家乐的朋友圈广告传达出来的,就是"团聚的心意>除夕夜"。除夕只是一个先人们规定的日子,一家人能够团聚的话,哪天不是除夕?为此他们还做了H5《回家尝口家乡菜》,你可以选择自己所在的省份,听着地方的乡音、看着妈妈给你做的特色家乡菜,聊以安慰。

    买账的人觉得温情无限,含泪舔屏,不买账的人觉得大有画饼充饥的意思。营销就是这样,你无法取悦所有人。\六、 雀巢X沈腾--话剧跨界,微处见爱

    鼓励子女进孝向来是老年用品常常切入的营销角度。雀巢中老年奶粉今年搭上"微"字潮流,率先提出了"微孝"概念,"微小的孝顺",意思是敬孝从点滴做起,从小事做起。道理都是那个道理,但换了个新词,传播因此也有了些新意。雀巢没有采用以往传统的说教方式,用一部长达12分钟的微电影《老爸来了?!》以现下年轻人没有时间陪伴父母为切入点,通过重新认识父子亲情的故事将消费者的情绪带入。成功借势了沈腾及《夏洛特烦恼》大电影的明星效应。\值得一提的是,雀巢还与话剧品牌"开心麻花"展开深度跨界合作,通过一系列线上线下整合活动,向消费者诠释另一种孝心。例如去剧院观看"开心麻花"话剧的观众凭门票还可以领到产品。

    结语:

    以上几个案例都有一个共同点,就是能够优化人际关系,或是提升我们对亲情的认知。中国人本是极其重视团聚的,希望更多品牌成为"亲密无间 分享快乐 "的天使,不要成为"人情凉薄,寡淡年味"的帮凶。期待好的品牌做更多好的营销项目。这个春节,不如我们少点埋头抢红包,多一些与亲人的肢体眼神互动,哪怕像孩子般纯真闹腾,让这个春节过得更有滋有味,纯纯中国味。

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