"Case" more than Insight: implanted life, Brand ready?

Summary：

In contrast to the implantation of a film or program, the http://www.aliyun.com/zixun/aggregation/10115.html "> brand is implanted into the consumer's life trajectory, which is more capable of narrowing the psychological distance with people, Infiltration into the consumer's cognition by the smooth and silent form. In the final analysis, the essence of marketing is to let the brand influence people's life style.

Accusation：

Rush hour, Dunkin Donuts in the Seoul bus play a very fun broadcast ads, when the advertising music appears jingling, the car's special device will automatically release Dunkin Donuts unique coffee aroma, the sleeping passengers wake up. When the passengers get off the bus, in addition to seeing the coffee advertisement in the waiting room, they will be pleasantly surprised to find a nearby Dunkin Donuts. A total of 350,000 people experienced the event, the bus station next to the store customers increased by 16%, sales increased by 29%.

Paoding Solution Case:

The wonderful music and the coffee fragrance is a dream wake-up service, in addition to replacing the alarm clock, its exquisite is, wakes up the passenger at the same time, induces the people to understand "what happen". At this point, passengers from passive to receive stimulation into active processing information. In addition, two kinds of sensory stimulation is in the consciousness will awake the state to send out, more easily bypasses the left brain information filtering mechanism, the direct imprint Engraves in the body memory, forms the hypnotic effect.

Strategy. Encyclopedia:

Implant life, brand ready? 》

Brand and its implanted film, rather than directly implanted people's lifestyle: brand customized services to replace the function of life supplies, such as alarm clock. Like the Starbucks Natural Awakening Music alarm clock, Lufthansa mobile phone alarm clock (listen to the sound Guess City name received discount ticket) and so on. Their logic can be understood as: I ' noisy ' wake you up, but also you take the initiative to pay attention to my information.

To diverge, Nikon can open the "click Alarm Clock" in the micro-letter. A crisp Click to wake you up, open the micro-letter will also receive Nikon for your selected photos, convey the "every day should start from a beautiful moment" brand concept. People can also upload photos to Nikon's micro-letters, and let Nikon help you forward to the micro-letter friends in the morning.

Picture version:

"More than Insight" Introduction

is a "light reading, Deep interpretation" of the social marketing case Analysis Micro-magazine.

"Light reading" is based on the normal consideration and respect for the fragmentation of reading, adhering to the principle of light reading, each period to share only one case. "Deep Interpretation" is dedicated to provide readers with a unique perspective of case analysis, from which to solve the practical guidance of strategic thinking path or method, the wonderful case into their own thinking tool. "More than Insight" updated two times a week, hoping to serve the reader a "light reading, deep consumption" of the fresh experience. Each issue of "more than Insight" consists of three parts, the first part is a case introduction (ie "the"), the second part is the interpretation of the case itself (that is, "paoding solution"), the third part is the strategy behind the case refinement (ie "strategy. Encyclopedia").

The author of this column is a traditional advertising company copy of the second-year students @more_than_insight, social marketing believers, addicted to case deconstruction and strategy mining, fantasy for the social marketing strategy depicts a map.

How is "virus" made in social marketing? A review of the last issue of "more than Insight" to analyze the topic of manufacturing virus--a*b hybridization method.

——————————————————————————————————————————————————————————————

The author of this article @more_than_insight
This article link: http://www.socialbeta.cn/articlesmore-than-insight-2-dunkin-donuts.html