When "implanted advertising" implanted the hearts of the public?

Fung's comedy "private custom" in the Lunar New Year file as scheduled, the hot scene as always, however, out of the theater, mixed reviews, especially hidden film "implanted advertising" has become a hot topic. In the modern society where advertisements are ubiquitous, is "implantable advertising" a "cramming" promotion popular with the public? Or is it an optimization product of the rebirth of nirvana in the eyes of advertisers? All of the brands are suitable for this transformation and for mass memory Still fresh? What kind of "implanted advertising" can really be implanted in the hearts of the public? With these questions, let us explore the "implantable ads", from the classic case of a comprehensive understanding of this advertising model, In order to interpret the doubt about it. This article is mainly for the observation of implant advertising cases, hoping to present an objective interpretation of the information for everyone from the case itself.

What is a placement ad?

People often think that implanted ads are emerging advertising tactics in recent years. But by its very nature, advertising itself is an implantation of life. The basic fact is that advertising constitutes our life, not external. Placement advertising, also known as product placement or placement marketing, refers to the deliberate marketing of things implanted into existing media in an attempt to achieve advertising effectiveness through the exposure of existing media.

The main methods of implantation are the following:

1, scene implantation, mainly refers to the brand visual symbols or the product itself as part of the media content occurred in the scene or scene composition.

2, the dialogue is implanted, that is, in the movies, dramas, novels, etc. through the dialogue of characters cleverly brand which implanted. For example: "Forrest Gump" a classic line: "See one of the most beautiful things the President of the United States can drink 'Peng Quan' s soft drinks." (Peng Quan - beverage brand); "sigh" in Xu Fan moment Do not forget to remind friends and family: "My family is particularly good looking, in the European classic." (European classic - real estate brand).

Epistemic implants, relatively deep implants, mean that a certain brand of merchandise becomes an integral part of the whole storyline. It no longer appears in the dialogue of life scenes or people. But almost throughout the entire story. For example, Feng Xiaogang "mobile phone" in the Motorola cell phone is the main line of action as a film to promote the development of the entire story, that is, plot plot approach.

4, image implantation, a deeper form of implantation, is based on the symbolic meaning of the brand implanted in the movie, television or other media, as the story of the protagonist personality and content of external manifestations, so as to achieve the brand And the characters in the interpretation of each other purposes. For example, in the 007 series of movies, Bond's cool and handsome heroic image is inseparable from the cool car, making each other the best interpretation of each other.

Classic implantable advertising case observation (film implanted advertising case based)

With a basic understanding of implantable ads, we look to the protagonists of today's topics: classic implantable advertising cases, groping for some "implantable ads" from these real-world cases, and the advertising model The trend of development.

1,007 series of movies

For many fans, if you ask when you start to know that "implanted advertising," then the 007 series of movies must be the answer of many people. Talking about the protagonist Bond of the 007 series movie, what is your first impression? Speed ​​?? Always complete the task at the last minute? Or is there always a gorgeous state girl? All this comes down to today's theme of "implantable Advertising "is another mystery.

Implant case highlights:

So that the brand and the characters to achieve a high degree of convergence, the brand peculiar characters to identify the characters, while the interpretation of brand characters in the play. (Image implantation)

Throughout the entire series of 007 films, we can find the film did not obscure to reveal the brand information, or even bold brand information exposed, why the performance did not cause the majority of the audience's resentment, but let the audience imperceptible To accept the brand influence? Originally, when Aston Martin, Lotus esprit series, as well as watches and cell phones, etc. appear at the right time, from these goods you can see the identity of the protagonist, status, occupation or life attitude, they And the protagonist exists as a community, that is, the brand and the characters in the interpretation of each other's. Therefore, in the view of the general audience, such advertising implants can make people more full, there will be no exclusion psychology.

It is worth mentioning that, in the 007 most profitable car manufacturers to Aston Martin. Aston Martin once again rose to Bond's indispensable seat at Royal Casino in 2006 when Aston Martin won the brand's turnaround with the exceptionally high profile of the 007 movie The new situation for profit. In addition, with the popular movie 007, a variety of film derivatives are also emerging, such as novels, comics, games, etc., to build the corresponding chain of commercial interests. Only the props auction, for example, in London in 2001 held a 007 movie props auction, the highest price is the 1995 movie "Golden Eyes", James Bond's Pierce Brosnan's car - Aspen Dayton Martin DB5 sports car, with nearly 157,000 pounds deal.

There is no doubt that successful placement ads can win a win for brands and video productions. 007's success stories not only implant the brand image deep into people's hearts and enhance the brand's sales performance, the film itself is also quite lucrative. In a nutshell, the 007 series is undoubtedly one of the most successful classic models in history.

Similar to this classic example of implanted ads, there is the film "The Lady Who Wears Prada."

2, "Popeye"

As a childhood memory after 80, I believe Popeye's classic phrase "I am strong, I love spinach, I am Popeye Bobby" so many people remember. Do not think this is a classic cartoon just entertainment children's work, in fact, it is also a classic implantable advertising representatives.

Implant case highlights:

Let the brand products become the protagonist to animated works to achieve a "spinach culture." (Scene, dialogue implantation)

This 1929 "Popeye" was actually produced by a sponsor of canned spinach. In other words, "Popeye" is actually an advertising film selling spinach, and then as the cartoon hit, the protagonist Pope Bobbi than the children to convey the idea that as long as you eat spinach, you It can be as strong as a Popeye. Because of this, Americans also generally trained to eat spinach habits, then hot spinach canned. Therefore, when a spinach brand to make their own products become the protagonist, the product into a film culture, the promotion effect is also self-evident, so that this "implanted ads" implanted in the public heart.

3, "Lovelorn 33 days"

The film, a model for small-budget movie marketing, began its marketing journey months before its launch by first using social media to hype about "left women" and "romances," and then through micro-movie footage, fictional characters Set up microblogging, App App and other means for the film to promote all-round, of course, this film's implanted ads make it once again become the focus of widespread hot discussion.

Implant case highlights:

Reasonable brand implants (Mei Wei Ting wedding consultant); without leaving any trace of the brand implanted (Lucky Film). (Scene implantation)

"Lovelorn 33 days," the entire background is set to work in the wedding consultant center of men and women happened a sentimental story, then the most logical implants than "Mei Wei Ting wedding consultant," and fully consistent with the story. Huang Xiaoxian classmates in the wedding scene, Wang Xiaobi designed a trap, let Xiaoxian ex-boyfriend publicly ugly, and on the background of three people on the big screen, hit it is "Mei Wei Ting wedding consultant," the plot More is to "Mei Wei Ting wedding consultant," not only as a brand exposure, but also planning the layout of the wedding site of the movie, to achieve the brand and plot into one.

Watched this film is not difficult to find the audience, the protagonist chat drinking Huiyuan juice, Wang Xiaojian play Android mobile games, the elders with Huang Xiaoxian eating place is relatively obvious brand implants, and some deliberately suspected . The film without a trace of the brand implants, is the article played by Wang Xiaojian room appeared Lucky Film. Because it is not obvious, many viewers think this is just a piece of ordinary props, but this is still a very thorough advertising implants, but also can be regarded as the scene implanted success.

4, "Transformers 3"

As Hollywood's giant system, "change 3" in China's praise is understandable, however, put it in the media during the release of the focus of the movie there are many Chinese brands implanted when the well-known domestic brand impressively appeared in Hollywood Large production, the Chinese audience, fresh, there are surprises, of course, Tucao.

Implant case highlights:

Implanted brands in the early stages of film production to develop cooperation intention to make the brand more integrated into the story, but also the Chinese brand in Hollywood blockbuster large-scale test of the water.

One of the most memorable smiles of "Change 3" is the plot of milk drinking by an Asian actress in the elevator. The Yili brand implants the audience with laughter. Some viewers may feel ridiculous but the combination Episodes, here can also be seen as a humorous factor, at least many of the audience did not feel disgusted, but a smile. Therefore, the public is not blindly opposed to implantable advertisements.

In fact, compared to the blunt implantation of many domestically produced films, Hollywood is still able to learn from the introduction of domestic brands. First of all, the international film directors and performers for film quality requirements are almost harsh. It is said that Erie had previously proposed to the Hornet to drink Erie Shu milk, was director Michael Bay rejected, the director's principle is that Transformers can not be associated with the milk, because of violation of the movie's own logic. On the other hand, the more successful ad placement in "Change 3" also depends on the early entry of advertisers into the production of the video. Insiders who helped build Transformers 3, such as Transformers 3, revealed that Chinese companies had already got the film's script long before the movie was released a year earlier.

It is not difficult for us to see that Hollywood filmmakers are relatively professional in their attitude towards implanting advertisements and have their own insistence on the quality of the videos. According to industry insiders, Hollywood crews do not accept suggestions or rigid rules. If you sign a contract with them, you have to have a brand appear in a particular scene and shot, and they will refuse to work with you.

5, "China partner"

With the founder of the New Oriental as a prototype, Peter Chan's "China Partner" is said to be a very telling story. Of course, in addition to the movie brought to the memories of youth, there is an inspirational entrepreneurial spirit, the protagonist of which is the start of the road from the "reeling" became the CEO of listed companies.

Implant case highlights:

The perfect blend of brand and storyline. (Episode implantation)

Presumably a lot of people go to school during McDonald's or KFC have done their homework experience, we often buy a drink or a box of chicken will be able to bring a fast food restaurant all day. The scene in this life, the director also appropriately applied in the story of the "China partner", so in the movie we see Cheng Dongqing in the United States uncle opened the shop scene, and the scene is Did you notice that you were implanted in KFC fast food restaurant? Therefore, the brand that is ingeniously integrated with the story shows not only the objectionable viewers but also the audiences' real life and brand invisible Implanted in the audience's heart.

How to create a successful implantable advertising?

1, the brand side as soon as possible into the creation of film and television works.

As a brand side, we must collect related entertainment information in advance, understand the script and shooting plan, assess the movie's box office and commercial appeal, and analyze the feasibility of implant marketing. Of course, this part of the work is best borne by a professional implant advertising agencies, because only the full planning and professional operation in advance to ensure the real effect of the placement of ads. Implantable advertising works in "Change 3" are examples that can be borrowed in this respect.

2, a clear brand positioning, and the tone of the film and television work to maintain basically the same.

The promotion channels for each brand are diverse and the best for implantable advertising. Identify the brand's own positioning and target customer base, while analyzing the tonalities of the film and the audience it is attracted to, to see whether the two match, this is the basis for the success of implantable advertising. As in the 007 if implanted is a low-end car brand, then its characteristics can meet the needs of agents, its customer base positioning is in line with the identity of agents, these have yet to be considered, of course, will affect the entire Effect of placement ads.

3, innovative ways to implant, so that brand content more easily become a public memory point.

Moderation is the standard, creativity is also crucial. Even purely commercial films, the audience will not like it is full of poorly embedded ads, good ads can not impact the movie's appreciation, but to use clever ways to integrate into the works, and plots, people, scenes and props Such as the depth of integration. Therefore, good ideas can make the public remember the brand, but also the key to implantable advertising.

4, the latter brand and film and television works of the continuation of promotion.

The combination of the brand itself and the promotion of the film, in fact, not just stay in the film. In the case of the 007 series, in commemoration of the 50th anniversary of the birth of the 007 series of films, the 007 Film Design Exhibition held in Shanghai in 2013 featured movie props including well-known sports cars and watches that once again brand the film culture Effective exposure, the "implantable ads" play the most incisive, but also the continuation of the promotion of the best example of the film and brand.

Implant ads in China

Throughout the entire advertising market, most of the implanted ads are dressed in popular culture, stepping away from the traditional advertising straightforward appeal model, with a more subtle, positive and touching form into the audience's field of vision. Of course, in China's cultural market, although not dependent on implanted but also with the United States and other international markets there is a big gap. According to industry sources, Hollywood film revenues account for only 20% of box office receipts, 80% for ads and other related industries, and 80% for box office receipts in our movie revenue. Therefore, Style advertising market is still great room for development, which requires the film and television works to ensure their own value, under the premise of not flooding the eye-catching, according to the brand and the film and television play their own characteristics, through implanted brand strict Checks and ingenious creation of the work, the brand without leaving a trace into the works.

(Original content, reprint, please indicate from DamnDigital)

Conclusion

As a brand and video product in China, we can try to learn the successful experience of excellent cases with the mentality of learners, and seek for a combination of both Chinese brands and works under the premise of ensuring their own value. Implanted in the heart, to achieve the brand's deep influence on the audience. And as an audience, we can appreciate and feel the real artistic charm of implanted advertising in a receptive manner, from the blind rejection of implanted advertising, from which we can better interpret the works and understand the brand. Therefore, we should, through our own actions, guide and encourage the healthy development of this advertising model so as to truly achieve a win-win result between brand and video works and ultimately benefit the general public as well.