Elevator's creativity, start from "Heart"

The creative revival of the advertising circle started from elevator advertising

Some brands are still blindly "copying and paste" regardless of elevator advertising; some brands want to break the dissatisfied magic and brainwashing, and start working hard to make creativity, sincerity and heart.

So you will find that the recent elevator ads seem to have begun to change- "copying" is decreasing and creativity is returning.

From thousands of articles to warm people, elevator advertising creativity is "reviving"

It seems that from the beginning of this year, elevator advertising has gradually changed its style. From magical brainwashing to warm people, elevator advertisements are gradually bidding farewell to the same, and starting the "creative revival" path of elevator media.

1. Elevator ads are getting more and more sincere

The most typical representative is the Social Science Science Science of the postgraduate training institution. In its elevator advertisement, the CEO personally appeared in a wave of "real body" promotion: "Hello everyone, I am the CEO of Social Science Cess, Li Fajin. For an advertisement, if you have the confusion of the postgraduate entrance examination and the MBA, welcome to come to the community. Coses look. Although we are the choice of most people, it is good, judge ourselves. "

The content of the advertisement is simple and direct, the attitude is sincere and frank, there is no star endorsement, no magical shouting, and there is no "advanced, leading, nation's first". The advertisement stood out and successfully attracted the attention of many consumers and netizens.

There are also Taishan Sauce. In the clear version of "drinking, exciting" beer advertisements, Taishan has a different approach, combined with the sealing and control environment to propagate it- "Don't stock up the Taishan Sauce, it is too fresh and the shelf life is 7 days. Delivery in minutes. "

Others want to make you buy more. Taishan Mulbon tells you not to stock up. Are you new?

In fact, the reason why these brands dare to go to the "real body" style stems from the insights and consumer psychology of the current marketing environment -the same self -blowing self -proclaiming, but it can stand out. Can win people's hearts.

2. Elevator advertisement is getting more and more heart -to -heart

The former advertising circle was ashamed of selling feelings. As a result, it has developed to this day. More and more advertising creativity is similar, and the copywriting is indifferent. Then you will find that if any advertisement cares more about you, you feel flattered; if someone sells you feelings, you feel that it is the spring breeze to warm.

Some brands have aimed at the psychological trend of consumers hate their heart, and began to return to the inspirational warmth line. Tencent's "everyone is potential stocks" and the warm -hearted documents set up in the Dragon Boat Festival this year's Dragon Boat Festival, which is inspired and conforming to the current environment of the current Dragon Boat Festival. Essence

There is no doubt that whether consumers think that these copywriting is "heart -hearted" or "heart -hearted", they are much stronger than the advertisements of "no heart" in the past. After all, being able to communicate carefully with consumers instead of sticking a psoriasis poster, it has already won half.

3. Elevator ads are becoming more and more "not disturbed"

More and more brands are working hard to learn "not disturbing", and reduce people's rejection of advertising through pattern creativity.

For example, British complementary foods, the copywriting in Focus Channel is "there is no advertisement to disturb you within a month", and then add a creative label that "hold back" and use curiosity to attract passers -by.

Compared with the "straight -to -style" of ordinary advertisements, this way of shaking in Ying's can attract people's attention. As a result, it also proves that after the British complementary food and the public publicity, the brand's awareness quickly broke the circle.

The same routine is also human happy snail powder. In order to reduce the interruption of the advertisement to the owner/resident, the brand hit the advertisement to the invisible "upper". When people look up, they can see the creative advertisements of human happy snail powder beating on their heads.

Human happiness and unique advertising methods have set off a pink boom in the elevator room, which has successfully moved this emerging brand to the mainstream of the public, and the brand potential energy has been greatly improved. The creative usage of the "above" and the two -way double customs also makes people laugh after reading it, which enhances consumers' favorability of the brand.

In addition to these creative non -disturbing methods, some brands also replace loudly through quiet text and pictures, and euphemistically achieve the purpose of not disturbing. Last year, a small can of tea on the screen and offline of the screen one hour "God Advertising" was a clear stream in the elevator with soothing music and simple writing. "Going to work" also expresses the love of women with silent pictures and large -scale blank spaces.

In fact, whether it is "real body", "heart -minded" or "not disturbing", there have been more and more creative ideas in Focus Channel media recently. Brands have continuously improved their criticisms through their own insights and attempts. The content of the elevator advertising successfully set off a "creative revival" boom.

It is certain that this boom has burned the fire of the stars and will soon develop into the trend of Laguan. In addition to achieving a win -win situation of brands and consumers, this change is actually helping the value of elevator media.

Break the "wallpaper effect", "Creative Revival" helps elevator media rising value

In the past two years, the value of elevator media represented by the public has been increasing year by year, which is related to the current media development trend.

In the era of the mobile Internet, advertisements surrounded us from morning to night. As the number continued to increase, the information of advertising became a wallpaper -although it was everywhere, few people paid attention. The more explosive information, the more obvious this "wallpaper effect" is. Therefore, creating unique content and creativity, grasping the accurate attention of consumers at the right time and media, and striving to break the "wallpaper effect" is the best way to maximize the brand marketing effect.

In order to break the "wallpaper effect", the medium, time and creativity are equally important, that is, when, when, where, and what kind of advertisements, this is the "3W problem" to be solved by the current brand marketing.

He Yabin, Vice President of P & G, has proposed a period of analysis: the marketing industry is facing the severe situation of "de -advertising". More and more people, especially young people, are getting out of advertising — Websites can buy members to advertise, and information flow advertisements can pass in one second. People are very close to their mobile phones and far from mobile phone advertising, which brings great problems to brand marketing -the crowd is actively "advertising", and there are fewer and fewer advertising media that can have enough touch rates, less and less, and more and more, and more and more. The more rare.

Because of this, it can cover the elevator room of the apartment building that must be worked every day, 4-6 times a day, and the elevator media that can solve the two major communication factors of time and media at the same time. Essence

The problem of "when and where", the content of the advertisement has become an important factor in opening the marketing gap. It is also advertising on the Focus Elevator media. Some of the effects are doubled, and some are not as good as expected. In addition to the frequency of launch, the content is also very important.

Although Focus has become the scarcity medium to detonate the mainstream at the moment, many brands have ignored the most fundamental problem when casting elevator advertisements, that is, the famous saying of David Ogway- It will make consumers pay for it. "

Because the choice is based on identity and love. We can also see that the uniform self -self -ads have become increasingly disgusted by consumers, and even brings anti -effects to some brands.

At the moment when the epidemic spreads for a long time and the environment is cold, people need more warmth, care, and heart, rather than selling anxiety, noise, and heartbroken. Because of this, as the previous analysis, more and more brands have begun to abandon brainwashing and return to creativity, which is also a key part of breaking the "wallpaper effect".

More importantly, with the awakening of the brand and the return of creativity, elevator advertisements are completing the transition from "useful and boring" to "useful and interesting". Elevator media represented by the public will likely become the creative creativity of the next advertising marketing marketing By the outbreak, the commercial value of elevator media will also rise further. Because for the brand, it is almost no. With the concentration of creativity, there will be more possibilities for elevator media in the future.

The business era of "good mood economy" is coming. How to make good use of the elevator medium in the unique detonation ability, to create "good mood" for consumers through outstanding creativity, and evoke the desire to buy. It is a subject of brand marketing in the new era. Of course, different brands will have different choices and answers.

Many people often have no choice but to tease. The end of the business is live broadcast, and the end of the marketing is elevator advertising.

But you see, some people traveled through an innovative live broadcast, and some people opened the door of consumers' minds through creative elevator advertisements. In the same environment, the different choices of different individuals are doomed to the different endings of the story.

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