Take a look at the Spring Festival Evening Ads of the Internet companies, a hundred flowers competing Yan lively scene

It is no exaggeration to say that the main advertising arena are innovative companies in this year's 2014 Spring Festival Gala. Jingdong, Xiaomi, 360, Fair, Tencent, Ali (Jack Ma), Huayi Brothers (the biggest winner ), Suning ...... Some of the original traditional advertising giant, such as China Ping An, even the shadow gone. Innovative companies against the traditional business counterattack, from which you can peep one or two. So in this advertising game, who play well?

1, millet - youth inspirational, born for a fever

Advertising video link http://v.ku6.com/show/kWjWHFaDaQZYsdj6Rt6Llw...html

In Xiaomi's 1-minute "Our Times" commercial, it tells the story of a group of young people struggling to fulfill their dreams. They are curious about the world, full of creativity and passion, and they have nothing, but they But their self-improvement, they use their efforts, efforts to change the community as a whole their views, they broke out every time, can make the world scream for them. In this ad there is no protagonist, there is no product, but at the end of the movie released a "for enthusiasts," the brand Logo. Analysis of the industry that this ad is a new advertising subversion, and millet is doing an endorsement attempt: to gather the common desire of this generation of young people and their desire for self-realization, millet for them to do a pure endorsement, and they happen Resonance, thus trying to conquer them.

I dark horse Comments: Why a cell phone company known for its Internet marketing spent more than 30 million on behalf of the Spring Festival Evening Gala? Our analysis: A, CCTV this year, the millet founder Lei Jun as the top ten economic figures of CCTV (2012 is a new figure ), There is a certain amount of peach reported Lee composition; B, millet has been the government and business as a benchmark, the need for a mainstream of the standard ads; C, before and after the Spring Festival Evening does allow most people in front of the TV watching TV , Spread the best, and can cover third and fourth tier cities, thousands of people cost is worth; D, millet play fans economy has reached the extreme, next year if you want more growth, the channel had to increase investment, and CCTV advertising Efforts to promote the channel significantly; E, to the ad as the core, creating a larger event marketing, millet is not a loss: millet in their forums, "grab the Spring Festival Evening video ads, praise to send millet 3" activities (More than 45 million people like it) and "making your endorsements" have all played an effective role in launching CCTV Spring Festival Gala. F, full of youthful atmosphere this spring and night, millet advertising tonality is quite consistent.

Worry about is that so tall ads, impressing young people certainly no problem, but whether to impress local tycoon channel owner?

2, Jingdong - emotional touching, for every joy

Advertising video link: http://v.youku.com/v_show/id_XNjY3MDUyNDQw.html

"Memories," "Romance," "Great," "Peace," "Reunions," accumulate a moment of "joy." Every joy has Jingdong delivery staff, customer service staff silently pay, behind every joy is Jingdong for every click, for every bit in the creation of joy. Jingdong believes that the most beautiful moment is the moment of creating joy for others.

This is the international brand-new gold award-winning director Jia Zhangke tailored for the new brand image advertising "for every joy", through multiple stories and touching moments, to capture the insight into human nature, triggering emotional resonance of consumers. Both the selection of the story, or the expression of emotion, are different from the previous Jingdong advertising style, the main brand warmth.

I dark horse Comments: This commercial once again Jingdong CEO Liu Qudong's "spoiled consumers" brand concept was emphasized. Warmth is always in line with the Spring Festival this atmosphere. By the momentum of Spring Festival Evening Ads, Jingdong in the United States to submit an IPO application, this rhythm, did not have to say ah!

3, the market - the Chinese New Year bombardment, what have

Advertising video link: http://v.youku.com/v_show/id_XNjY3NzU1MTIw.html

Since the Spring Festival in 2011 with the 58 city network advertising war, surprise accounted for cheap (see "Entrepreneur" magazine in November 2013 article "58 city by virtue of what the market"), concentrated during the Spring Festival has become almost inevitable Program, this advertisement nothing innovation: the host with a relatively high-profile star but the price is relatively cheaper Xie Na, brand symbols easily identify the little donkey and the corresponding song, the ad to the whole process of shouting, the last sentence (what have) In fact, the main main business is several.

4, Tencent - mobile housekeeper (WeChat payment), do not have to spread are red

Tencent WeChat Pay Advertising: http://v.pps.tv/play_39HNYE.html

Tencent mobile butler ads: http://v.youku.com/v_show/id_XNjY3OTExNzI4.html

These two are Tencent push product advertising, celebrity endorsements (Liu Shi poetry, Nicky Long endorsement mobile phone steward), the product selling summary are conventional advertising practices, the phone housekeeper emphasizes the play cool, reliable, quite satisfactory.

The Tencent push another product is WeChat payment, WeChat pay advertising emphasizes that by scanning code, APP, public number can pay, speed, security, new experience, and shouted "new standard mobile payment," put clearly Alipay with Ali. As a follower, Tencent mobile phone housekeeper's ad can still do with the advertisement 360 by Liu Yiwei PK, the main want to attract young people is it. The WeChat payment of the ads, though not bad, but with the explosion of WeChat grab the red envelopes, it will almost annoy MacGregor a long time ago: I already know that only took 10 days out of the WeChat red envelopes let countless people take the initiative to bind Bank card, the completion of WeChat most hope that the user to complete the step, the ads do not do it, keep the advertising resources to push other businesses, such as Tencent video.

5, Suning - like gods have horses, it is like advertising

Suning ad video: http://17173.tv.sohu.com/v_102_603/OTE5NDQ2MQ.html

Have to say, this group, "God wants to have a horse," is the best video ads Suning I've seen. It has a very good idea. "Shenma" is an online term that means "what", and "Shenma" has more online language "Fan." There are several scenes of children, white-collar workers, and elderly people to interpret this group of advertisements and put it together with a song - "Let the wishes not wait", "Everyone together" and " Wait for you to come along with me "... ... finally landed in the brand slogan" Suning, immediately there, "the whole group of outstanding Suning E-commerce providers to meet the consumer needs of different ethnic groups, and thought there, emphasizing Suning's service response speed Very fast. What's even more interesting is that Year 2014 is Year of the Horse and this group of ads is cleverly combined with Horse. Compared with this group of ads, the old rival Gome's ads are rubbish. It is worth to worry about whether the service response efficiency of Suning can match with the advertisement, otherwise the negative effect of advertising is better.