2015 Spring Festival marketing season, see how people Play

For brands trying to seize the Chinese market, the Spring Festival is the most important marketing opportunity each year.

Whether it is international brands or local brands, in the one months before and after the Spring Festival, are unusually active. They also have a variety of marketing methods, perhaps the introduction of a series of Spring Festival package, may be in the zodiac to move a little brain, or put a tear gas micro-film.

At this time, there are always some fixed marketing formulas that can be used directly, such as promotions. This approach is most common, but is the fastest way to open a consumer purse, after all, in the Spring Festival, people are more willing to spend money than usual. But at the same time, the changes in the market have made advertisers more or less make a difference. Luxury brand is one example, along with the Chinese to the luxury consumption of the promotion, they no longer pose Golenvan, but put low posture. 2015, there are many luxury brands have launched the year of the Ram Memorial products, such as Vacheron Denton's wrist watch, Mulberry sheepskin bag, and Lancome also in the launch of the TV commercials, played a good gift of the Spring Festival promotional ads.

Reunion and the Taste of the year, is still the main creative advertising. Spring Festival elements, no outside is home reunion and zodiac year taste, and so on, most of the advertising creative starting point is based on these two points. Or the sea of people on the way home, ice or a pair of chopsticks waiting on the eve of the dinner, advertisers have been trying to arouse the Chinese to "reunion" this emotional resonance, to win the brand goodwill degree. But whether it is tear or tenderness, here the sense of propriety still needs to be well. Annual taste, is an essential element, and red envelopes, couplets, fireworks, dumplings ... Are frequent visitors to the Spring Festival advertisements. If you have a flattering name, it is much more convenient, for example, the saying is "blessing every year."

The zodiac is still the most memorable image. Zodiac is a unique feature of the Lunar New Year, in horse, we saw the pulse of the "immediately body" marketing, but also saw the BMW to "SpongeBob", launched the "to BMW, to the Hero" series of ads. and "Sheep" is also the most important word and totem of this spring festival, from VANS, Clover to Johnnie, many brands have launched the year of the Ram limited products. DIESEL also printed the pattern of the sheep's head on the cover of red envelopes and limited notebooks, and they also made a HTML5 game with a goat-dominated corner, which you can click here to experience.

Every year is not absent from the brand, each time trying to innovate. You can imagine who these brands are: Coca-Cola, McDonald's, Pepsi and so on.

Pepsi has since 2012 launched their Spring Festival series of ads "take Le Home", for four years now, in addition to the usual constellation strategy and the festive tone, from micro-movies to sitcoms to short video self-portraits, Pepsi is actively experimenting with various forms every time. And its old rival, Coca-Cola, also pursues the theme of "Happiness". In the early days of Coca-Cola also adopted a star endorsement of the advertising strategy, 2005-2008 years, Liu Xiang, Guo Jingjing, Pan Cypress, SHE and Shawn and other stars appear in its lunar year ads, and now, Fu Gillian so with Chinese color cartoon image became the protagonist.

As for McDonald's, for the past three years, each wave of lunar year advertising theme is different, from the 2013 "Beast Came", to 2014 "and love to share the taste of love", and then to 2015 "You are my New Year", widely told to ask from the "Happy Year Taste" transition to the "warm heart." The 2014 food safety incident gave the fast-food giant a big tumble, which also gave it a chance to regroup, and the spring Festival may be a good node.

Technology companies are getting more and more out of the mirror. In the spring night in 2014 can feel, there became the main battlefield of internet companies, Baidu, Tencent, Alibaba, Millet, Beijing East, 360 and other Internet brand advertising in the Spring Festival Gala debut. Similarly, in the 2015 Spring Festival advertising, we also found a lot of technology companies figure. For example, Baidu, their new signing of the two spokesman Angelababy and Lou, immediately out of the current to their spring ads. Also recently introduced the new millet, also prepared two ads, and intend to choose one to put in the spring night. Microsoft's Surface Pro 3 is selling well, but they hope the Spring festival will sell better, so there is an annual promotion.

One of the biggest surprises is Apple, which launched the Spring Festival advertisement in China for the first time. The brand, which has been a bit arrogant in the past, is now trying to get close to the Chinese consumer, after all, last year, the Chinese people contributed 16.1 billion dollars to the company, 1/5 of its global income.

Television is still the most important media, but the mobile phone is also the mainstream. The audience in front of the television has not been so much, but the Spring Festival is an exception, and the family watch TV is still a lot of family in the Spring festival in the normal, in addition to the Spring Festival Gala also has its own launch of the gala and other variety shows, so TV is still the most important channel. For example, Jeep in 2014 on the Spring Festival Gala two minutes before the advertisement, this year still bought the same period of advertising. Of course, it also benefits from a 49% surge in sales in China last year.

More often than not, even if you are watching TV, you will not put down your phone, which will not be overlooked by advertisers. You can see that not long ago, Coca-Cola and OPPO have chosen the micro-trust circle to put their New year ads, and Pepsi and the short video APP United States to play a game of interaction. Not to mention, every time you use your mobile phone to watch video, the display of the front ads. Clearly, the mobile correct by virtue of the interactive and social advantages of the Spring Festival advertising mainstream position.

It's not hard to imagine that the whole February will be the show where advertisers hit money. And how to successfully curry favor with China's consumers, this wave is the beginning of the 2015.