When will implantable ads be implanted in the hearts of the public?

Feng comedy "Private Customization" in the Lunar festival file as scheduled, aggressively scene also as always, but out of the theater, the criticism of the film, especially hidden film "implanted advertising" has become hot topic. In the modern society where advertising is ubiquitous, "implantable advertising" is still a popular aversion to "cram" promotion? Or is it the optimal product of The advertiser's rebirth in the Mind of Nirvana? Are all the brands suitable for this change to keep the public fresh? What kind of "implantable advertising" can really implant the heart of the public? With these questions, let's explore the question of "implantable advertising", which is a complete understanding of the advertising model from the observation of classic cases. This article mainly aims at the implantation advertisement case observation, hoped that takes the objective angle for everybody to present from the case itself to interpret the information.

What is an implantable ad?

It is often assumed that implantable advertising is an emerging advertising gimmick in recent years. But in essence, advertising itself is an implant of life. A basic fact is that ——— advertising constitutes our life, not the outside. Implantable advertising, also known as product implantation or implantable marketing (slide-up marketing), refers to the deliberate placement of marketing things in both media and in order to achieve the advertising effect by the exposure of both media.

The types of implants are mainly as follows:

1, scene implantation, mainly refers to the brand visual symbol or the product itself as a media content of the scene or a part of the scene of the emergence of the composition.

2, the dialogue implantation, is in the movie, the television series, the novel and so on through the personage's dialogue ingeniously to implant the brand. For example: "Forrest Gump," a classic line: "See the United States President one of the most beautiful thing is to drink ' Pengquan ' soda." "(Pengquan--beverage brand);" A sigh "in the fan moment do not forget to remind friends and family:" My home is very easy to find, in the European classic. " "(Continental Classic--The land product card).

3, plot implantation, is relatively a deeper level of implantation, refers to a brand of goods to promote the whole story of the organic components, it is no longer just in the life scene or characters in the dialogue, but almost throughout the story. For example, the Motorola phone in Feng Xiaogang's mobile phone is the main line of a film to promote the development of the whole story, that is, the practice of episode implantation.

4, image implantation, a more deep-seated form of implantation, refers to the brand according to the symbolic meaning, implanted in the film, television or other media, to become the protagonist's personality and connotation of the external manifestations, so as to achieve the brand and the role of interpretation between the characters. For example, in the 007 series, Bond's cool and handsome hero is inseparable from cool driving, and each other is the best interpretation of each other.

Classic Implantable advertising case study (mainly in film-implanted advertising cases)

With a basic understanding of implantable advertising, we look to the protagonist of today's topic: classic implantable advertising cases, from these real cases to explore the main points of "implantable ads" and the development trend of this advertising model.

1, 007 series films

For many fans, if you start to know about "implantable" ads, then the 007 series will be a lot of people's answers. Speaking of the protagonist of the 007 series, what was your first impression? Coaster？ Always finish the task at the last minute? Or is there always a gorgeous state girl around him? It all boils down to today's theme of "implantable advertising" but another mystery.

Implant Case Highlights:

So that the brand and the characters reach a high degree of agreement to the brand to produce skin logo characters, while the characters in the play to explain the brand connotation. (Image implantation)

Throughout the series of 007 movies, we can find that the film does not obscure the brand information, or even bold exposure to brand information, why such a method of expression has not caused the majority of the audience's aversion, but let the audience in which the influence of the brand imperceptibly accepted? It turns out that when Aston Martin, Lotus Esprit series, as well as watches and mobile phones when the right time arises, from these products you can see the protagonist's identity, status, occupation or attitude to life, they and the protagonist is as a community exists, that is to say, the brand and the characters are each other interpretation of each other. Therefore, in the eyes of ordinary viewers, such advertising implantation can make the characters more full, there will be no exclusion mentality.

It is worth mentioning that the most profitable car makers in 007 are Aston Martin. In the "Royal Casino", which was released in 2006, Aston Martin was once again promoted to Bond's indispensable seat, and in the year, Aston Martin won a new phase of the brand's turnaround with the ultra high exposure of 007 films. In addition, with the 007 of films, the various kinds of derivative products are also emerging, such as novels, comics, games, etc., to build a corresponding business interests chain. Just for example, in 2001 London held a 007 movie props auction, the highest price is the 1995-year film "Golden Eye", James Bond's Brosnan, the Aston Martin DB5-style sports car, to nearly 157,000 pounds deal.

There is no doubt that successful implantable advertising can win both brands and film and television productions. 007 of successful cases will not only implant the brand image of the deep rooted, enhance the brand's sales performance, the film's own income is quite rich. In summary, the 007 series of films is undoubtedly the most successful placement of the classic model of advertising.

A similar classic example of implantable advertising is the film "The Queen wearing Prada".

2. Popeye

As a childhood memory, I believe Popeye's classic line "I am very strong, I love to eat spinach, I am popeye Bobby" so many people remember. Do not think that this is a classic animated cartoon is only entertainment children's work, in fact, it is also a classic embedded advertising representative.

Implant Case Highlights:

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

The "Popeye", which was filmed in 1929, was actually sponsored by a manufacturer of canned spinach. In other words, Popeye is an advertising flyer selling spinach, and then with the cartoon hit, the protagonist of the play, Popeye Bobby, conveys the idea to the children that you can be as strong as a Popeye if you eat spinach. Because of this, Americans are also widely trained to eat spinach habit, and later canned spinach selling. Therefore, when a spinach brand let their products become the protagonist, the product into a film culture, the formation of the promotion effect is self-evident, naturally let this "implantable ads" implanted in the hearts of the public.

3, "lovelorn 33 days"

This film, which is known as a small cost film marketing model, from the opening months before the start of their own marketing road, first with social media hype "leftover", "lovelorn" and other hot topics, and then through the micro-movie trailer, virtual characters set micro-blog, related app applications and other ways for the film for all-round promotion, of course, The implanted ads in the film have once again become the focus of widespread debate.

Implant Case Highlights:

Logical brand implantation (Vera Pavilion wedding Advisor); no imprinted brand implantation (lucky film). (Scene implantation)

"Lovelorn 33 days" The entire background setting is the wedding counseling center of men and women who work in a relationship between the story, then the most logical implantation than the "Beauty Pavilion Wedding Counselor", fully consistent with the storyline. And in Huang classmate's wedding scene, voiceover designed a trap, let small fairy ex-boyfriend in public make a fool of himself, and on the background of three people on the big screen, playing out is the "Beauty Pavilion Wedding Counselor", this episode is to make the "Victoria Pavilion wedding Counselor" not only as a brand, but also planned the entire film wedding scene layout, Realize the brand and the plot integration.

See this film audience is also not difficult to find, the main characters chat drink Huiyuan Juice, voiceover play Android mobile game, big old King take Huang Place is relatively obvious brand implantation, some deliberately suspected. And the film is not leaving traces of the brand implant, is the article played the King of the small house of the lucky film appeared. Because it's not so obvious, many viewers think it's just an ordinary prop, but it's still a very thorough ad implant, and it can be seen as a success for a scene implant.

4, "Transformers 3"

As Hollywood's epic, "Change 3" in China's heat reflect rightly, however, in the release period to bring it to the public opinion of the film is embedded in the many Chinese brands, when we know the domestic brand looms large in Hollywood production, for the Chinese audience, there are fresh, surprise, of course, there are also spit.

Implant Case Highlights:

The implant brand in the early stage of the film production of cooperation intention to make the brand more integrated into the storyline, but also the Chinese brand in Hollywood blockbuster for the first time large-scale test water.

One of the most memorable jokes in Change 3 is the episode of an Asian actor drinking milk in an elevator. The Erie Brand's implant makes the audience laugh, some viewers may feel shocking, but the combination of the plot, this can also be regarded as a humorous factor, at least many viewers did not feel disgusted, but laughed off. As a result, the public is not blindly disgusted with implantable advertising.

In fact, compared to the stiff implants in many domestic films, Hollywood has a lot to learn from the implants of domestic brands. First of all, the international film directors and actors are almost harsh on the quality of films. It is said that Yili had offered to let Bumblebee drink yili milk, was the director Bay refused, the director of the principle is that the Transformers can not be associated with milk, because of the violation of the role of the film itself logic. On the other hand, the more successful advertising implant in the "Change 3" also relies on advertisers to enter the film as early as possible. The industry, which led to the "Transformers 3" and other Chinese advertising implants, revealed that Chinese companies had already got the movie script a year before the movie was released.

From this we can see, Hollywood film workers for the placement of advertising attitude is relatively professional, the quality of the film has its own insistence. According to industry sources, Hollywood creators do not accept the proposal or hard rules, if you sign a contract with them, must be a brand in a specific scene and scenes, they will refuse to cooperate with you.

5. "China partner"

Based on the founder of the New Oriental, Chan's "China partner" is known as a very good story-telling piece. Of course, apart from the film brought to youth memories, there is a kind of inspiring entrepreneurial spirit, the protagonist into the Holly is on the road from "cock Silk" all the way to become the CEO of the listed group.

Implant Case Highlights:

The brand blends perfectly with the storyline. (episode implants)

Presumably a lot of people go to school at McDonald's or KFC to do their homework experience, we often buy a drink or a box of chicken nuggets can be in a fast food restaurant to take a day. And the scene of this life, also be the director of the appropriate application in the "Chinese partner" storyline, so in the film we saw Cheng Dongqing in the United States, the shop in the scene, and the scene is in KFC fast food, so do not leave traces of implantation, you find it? Therefore, with the clever integration of the story of the brand exposed, not only will not make the audience disgusted, but also let the audience Lenovo to the real life, so that the brand invisible in the hearts of the audience implanted.

How to create a successful implantable ad?

1, the brand to enter the creation of film and television works as soon as possible.

As a brand, we should collect relevant entertainment information in advance, understand the script and shooting plan, evaluate the movie box office and Commercial Appeal, analyze the feasibility of implant marketing, etc. Of course, this part of the work is best done by professional implant advertising agency company, because only sufficient prior planning and professional operation to ensure the true effect of the implanted ads. The implanted advertising works in the "Change 3" are examples that can be used for reference.

2, clear brand positioning, and the tone of the film and television works to maintain basic consistency.

Each brand promotion channels are diverse, for the implantation of advertising is the best. Identify the brand's own positioning and target customer base, at the same time to analyze the film's tone and the audience it attracts, to see whether the two match, this is the basis for the success of the implantation of advertising. As in 007 if the implant 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 are to be refined, of course, will affect the entire placement of advertising effect.

3, the creative way of implantation, so that the brand content more easily become the memory of the public.

Moderation is standard, and creativity is critical. Even if the pure commercial film, the audience will not like it is full of poor implantation ads, good advertising can not impact the appreciation of the film, but to use ingenious methods to integrate into the work, and plot, characters, scenes and props, such as the depth of the combination. Therefore, good ideas can make the public the brand fresh memory, but also the key to implantable advertising.

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

The combination of the brand itself and the film is actually not just in the film. For the 007 series of films, in order to commemorate the birth of the 007 series 50 years, in 2013 in Shanghai, the 007 film design exhibition on display, including such as well-known sports cars, watches and other film props, in the dissemination of film culture and once again for the brand effective exposure, will be "implanted advertising" play incisively It is also the best example of film and brand continuity promotion.

implanted ads in China

Throughout the advertising market, implantable ads are mostly dressed in the popular culture of camouflage clothing, jumped off the traditional advertising explicit appeal mode, to a more covert, positive, moving form into the audience's vision. Of course, in the Chinese cultural market, implantable advertising, although not back, but also with the United States and other international markets there is a big gap. According to industry sources, Hollywood film revenue only accounted for 20% of the box office, the revenue of advertising or other related industries reaches to 80%, and our movie revenue occupies 80% of the box office income, therefore, China's implanted advertising market still has a lot of development space, this need to ensure that the film and television works of their own value under the premise of , not to flood the number of people eyeball, according to the brand and film and television dramas of their own characteristics, through the implantation of the brand strict control and ingenuity of the creation of the work, the brand will not leave traces into the work.

Conclusion

As a Chinese brand and film and television works, we can try to learn from the learner's mentality to learn from the successful experience of good cases, in order to ensure the work of their own value, under the premise of seeking suitable for Chinese brands and works of the combination of two ways, will be implanted ads really implanted people, realize the brand's deep impact on the audience. And as an audience, compared to blindly reject the practice of implantable advertising, we can take a receptive attitude to appreciate, feel the real art of implantable advertising, from which the better interpretation of works and understanding of the brand. Therefore, we should through their own actions to guide and encourage the healthy development of this advertising model, so as to truly achieve the brand and film and television works of a double win, will ultimately benefit the public.

author, editor: Grace.wang@damndigital


Vinyl Image:hytal@damndigital


(original content, reprint please indicate from Damndigital)