Staring--Atze vs Anxeillat's micro-film marketing dark War

Brand Micro-film as the most new media for implantable advertising, a more vivid and diverse way to communicate the product or brand and its representative visual symbols and even service content of the strategic integration into the film, so that the audience in the acceptance of the content at the same time, unconsciously accept the goods or brand information, and then achieve the advertising owner's expectations of the dissemination purposes.

The highest level of brand micro-film (film-implanted advertising) is to emphasize kung fu in poetry, to a display of "smooth and quiet" way, marketing and advertising into the film and television storyline, scenes, props to go, so that the audience in the absence of any alert psychological situation quietly accepted, so as to achieve unexpected advertising effect. So the most fundamental criterion for the success of a brand micro-film is whether it integrates the brand value and product personality perfectly into the story, and brings creative visual and auditory experience to the viewer.

Recently, Mazda's two new cars, FAW Mazda Atze (Atenza) and Changan Mazda Ancelat (AXELA) have invariably chosen to shoot the micro-film for their respective product sermons. Whether it was intentional or purely coincidental, the two films had a real "crash" in July.

Two new cars are used Mazda "Create CHI Blue Sky" technology and a new design theme "Soul Moving Walk of Motion" of the next generation of products, and strive to "driving fun" and "excellent environmental protection, security can" harmony.

"Mazda3 Axela rad"

Slogan: Wit's partner;

The main update of the technology: domestic version of "Mazda3 Axela Rad" will carry two of the blue Sky gasoline engine, including the first import into the Chinese market "skyactiv-g 1.5L" and have a high-performance "skyactiv-g 2.0L" engine.

The status of the Mazda brand: is to unite the new Mazda's deep value connotation of the main model

Market price: 110,000 ~15 million

Target audience: Young people, the economy applies to the first factor of consideration, the first purchase group

"Mazda6 Atenza Atze"

Slogan: unconventional; a car at will. The ultimate experience of riding entertainment

Main design taste: With the vitality of the dynamic appearance and Mazda unique horse-control performance, in the world to win a high rating, successively awarded the "2013 World Year Model design award three", Japan "2014 RJC Annual Model Award" and other 38 major global awards.

? status for the Mazda brand: the flagship model on behalf of the new Mazda

Market price: 180,000 ~24 million

Target audience: Young and mature, have higher quality and fashion taste, pay more attention to the quality of life in senior white-collar

From the different positioning of the vehicles, it is still a continuation of the horse 3 and horse 6 long day of the product line "Civil War": Horse 3 main young card, horse 6 The target crowd gathered in the young talent and elite.

Now that the product positioning and target groups are clear, the next test of the micro-film production team to tell the story level.

"Mazda3 Axela rad"--"partner youth not scattered"

Core story: The core of the story revolves around the concept of "partner", dating back to the story of two boys and a girl, the "Three Musketeers" that took place in college.

Style of adjustment: Documentary style. The film creates a sense of nostalgia that is similar to "youth" and "Chinese partner".

Audiovisual effects: The film goes "grounding gas" route, almost no dazzling visual effects.

Card department: Zhang Tianbe, Li Junjie, Huangshijia are professional actors, but not well-known.

Product implant: Mazda3 Axela Anxeillat as one of the leading men of the chosen seat, respectively at the beginning and end of the film appear. Brand logo has close-up, car appearance and driving state have dynamic lens and static lens.

Comprehensive Reviews:

The director from the Ancosella "partner" concept, smooth to tell the story of three young good partners. The director's creative intent is obvious, want to catch up with the popular "nostalgia" of the car (such as "to Youth" and "you at the same table"), hope to use this can trigger 70-80 resonance. First of all, since the car is the main young card, then should not look to the younger generation? Second, the "Nostalgia" in "to youth" has been excessive consumption, no flash of mortal memory is difficult to trigger the audience's resonance.

The story, though playing the name of "partner", is actually based on love. This is a departure from the concept of friends and partners. I think this is also intentional, because the most well-known actor or actress Huangshijia, in order to increase her play, the story naturally more to join the bridge section of love.

? Mazda3 Axela Anxeillat as the hero of the choice of the seat, its brand image and the character image of the hero is closely related. In this case, is the implantation of the failure, the actor did not show the wisdom, pioneering and innovative, vibrant image.

? Overall, the film's single view of the story itself (aside from the "partner" proposition) is still commendable. But the director's visual performance is too flat, the whole film after reading, whether it is lines, bridges, even the lens is rarely impressive memory points.

"Mazda6 Atenza Atze"--"hunter-gatherer"

Core concept: This is a story about "crossing". The hero is not a superhero, but an ordinary office workers. Whenever he had a sudden change of pace, he could not help but travel to a certain stage of his life. But whenever he tried to make a change in his fate, fate would give him a slap in the face and a bowl of cold water. To make a long story short, his grief-inspiring life was restarted when he finally took the initiative to complete an epic crossing.

Style of adjustment: Surrealism style. The actor has switched between the past, the present and the future, in the same place as the red peppers, The adventures of Lee suggestions and the wife of the time traveler of the American film. The movie style fantasy jumps, some bridge section exaggerated but not yet solid.

Audiovisual effects: CG effects in the entire film occupies a heavier, especially the second half of the film to the end of the section. It is rare to use such a large number of CG lenses in a micro-movie. For example: The beginning of the film actor in the roof of the "die" type of steel wire, Atze headlights turned into wings, "slam Dunk" comics and real people, as well as several well-known film bridge section of the remake, has increased the film's animations, a lot of scenes to make people refreshing. In the film's music, a lot of people must remember the theme song-Shanyun singing "Alive", and most impressed me is the film in the back of a Mongolian call, vigorous, is a good audience mood catalyst.

Kaka: Starring Wang Juezheng and Mei are included as professional actors. Wang Juezheng's masterpiece has a TV series "Gun Fire" "Niang to get married" and so on. Mei included in the "Super Girl" and debut, after the starred in "La Little Magic Fairy" by the young audience well-known, with a vote of hardcore young fans. Have to mention is the film's man second-Shanyun, he from the 3721.html ">2014 spring evening sang" Mass I do not return "after the popularity soared. This time in the film, he starred in the actor's hair child, big cloud.

Product implant: Mazda6 Atenza Atze as the driving force for the male protagonist to make the change and debut. At the end of the film there is a clear brand logo revealing, vehicle appearance details close-up and road running lens. Although some implants are slightly blunt, they are harmless.

Comprehensive Reviews:

?“ Through "is a cliché, from the last century's" Terminator "," Back to the Future ", to" the Time Traveler's Wife "," source code ", and then to a period of time Tom starring" The Edge of Tomorrow, "the various stories have been written by Hollywood writers. A micro-film want to Do "through" theme, is undoubtedly the rhythm of Zuo. But, in all fairness, in 20 minutes, the director told the story quite satisfactorily. With Atze "break the conventional" proposition, the story line from a working family to the boring life of the dull start. He has no vision for the future, because he has been at all stages of the fate of the experience, but unable to change. There are a lot of people in the society after the "set of people" Life, the days are like copy and paste, no surprises. The life status of the hero in the play can cause the strong resonance of the audience. In the last crossing, the hero realized across the "dimensional wall" of the cross, the Director in this process into a number of "nostalgia" of the animation, games and Film Bridge section, so that people after that era to see a smile.

The male protagonist from the initial passive acceptance, to the final breaking out of the cocoon, is the will of the biochemistry, this interpretation of the Atze Atenza another concept of "heart at will move, the unity of men and horses."

The male lead Wang Juezheng has the appearance of the successful man, is the light ripe male representative. Meet Atze Atenza target population positioning.

? Atze Atenza's revealing lens focuses on the second half of the film, which is a smart set-up. The audience is now so shrewd that even the big Hollywood productions, like "4", have been scolded for having too many implanted lenses. An audience in the potato message said: "See the end of the original is advertising Ah!" I think this is the best compliment for smart implants.

? The whole film is remarkable, the lens worth being remembered is many. Some of the lines are gold rather high golden sentence, intriguing.