Why a good advertisement such as Korean dramas?

The beautiful Korean dramas always attract countless boys and girls, and some good brand ads like Korean dramas, they have done to let the target consumers, they think of themselves as the actor and actress in the advertising film, to feel that a move, joy, stimulation, even if it is painful.

We found that almost all the classic brands have their own "story", Dior, Zippo, Disney, channel, Coca-Cola ... And it is because of these widely circulated brand stories, so that consumers are happy to one-woman. Therefore, a good brand must know how to tell stories! Setting up a situation in the form of a story, letting the consumer enter the situation, feeling the message and emotion conveyed by the brand, is the essence of story marketing, which is much more skillful than the rigid emphasis on product performance.

So what kind of emotions and reactions do we need to trigger through a brand story? Combined with the views of scholars such as Hazel Barkworth, Mark Di Somma, and the characteristics of the times, we can generalize the "response" that can effectively trigger the emotional identity of contemporary consumers as follows:

1, let consumers feel "sense of belonging, participation." No one is willing to isolate, we like the same team, like a star, because we can find a common topic and emotional resonance. The brand needs to provide an emotion, the plot, the situation, lets the consumer "enter" us, lets the consumer think we are a group of people, for instance the Movement zone m-zone person, compared with if powder, the rice noodles concept.

2, let consumers feel efficient and rational. Consumers always want to be smarter, things can move faster, and people feel responsible. They want the brand to help them, to make their work and life more efficient, more organized, not just to meet some material needs.

3, let consumers feel more creative. With the advent of technologies such as 3D printing, everyone will soon be a producer and be able to create what they want. Brands are naturally willing to try and accept if they can empower consumers to change more and show their creativity through products.

4, let consumers feel understood. As the world gets smaller, people's pressure continues to rise, and life away from coercion becomes more appealing. Lin Youqing believes that brands need to face all this, so that consumers feel emotional resonance, give consumers another way of life reasons. We can see that many brands now appeal to "indulge themselves", "release themselves", so that consumers find a bosom friend, more important is to find the reasons for self release.

5. It makes sense for consumers to feel what they are doing. People want to achieve abundance and fulfillment in all aspects of their lives, and they are eager to gain depth and meaning from what they do. Find the meaning and value of things for consumers, because people tend to be able to understand their own people, things, and things.