Jiang Wanmeng originally had no expectations for advertising. Advertising is nothing more than widespread advertising, relying on the number of plays to make the audience remember the brand. What new ideas can there be
But after reading the advertisement in which Mr. Feng wrote the script himself, he was completely convinced.
"Mr. Feng, this advertising slogan is great, it will definitely become popular!"
Feng Yu was very proud in his heart, but on the surface he was still modest: "Nothing can be concluded until it is broadcast."
"I dare not comment on the effectiveness of the foreign advertisement, but after the domestic advertisement is aired, the effect must be very good. Those other VCD brands are going to be doomed. But the advertisement is a bit long. We are on the TV station. Isn’t the maximum length of an advertisement only thirty seconds?" Jiang Wanmeng asked doubtfully.
"The ads on CCTV are indeed only thirty seconds long, but the local stations can give us two minutes. This ad is just right." Feng Yu had already thought about it clearly. Aren't those VCDs of other brands just for local TV stations? Does Taiwan do advertising? Now we do it too.
This is called taking other people's paths and leaving others with nowhere to go.
…
"Fengyu Super VCD, four-channel selection, bilingual switching between Mandarin and Cantonese at will. Nine-screen display, wonderful shots are available at one click. Original countdown, keep track of the movie time at any time. Fengyu Electronics, the inventor of VCD, industry pioneer, and brand leader. Fengyu Electronics Super VCD, it has been imitated and never surpassed!"
The most basic thirty-second commercial, in the entire commercial, no one shows their face, only a pair of hands, a remote control, a super VCD and a TV screen.
In a few simple sentences, the characteristics of Super VCD are stated, especially the three titles of inventor, pioneer and leader, which completely distinguish Fengyu Super VCD from other VCDs.
This time, not only VCD brands such as Dongzhi were outperformed, but even Aihua and Philips had no choice but to lag behind. There is nothing exaggerated in the advertising slogan. It is completely realistic. Fengyu Electronics is the inventor, founder and leader.
The two-minute commercial is slightly different, it looks like a family gathering. Brother Nan held a microphone and stood in front of the TV and sang affectionately. As soon as his special voice came out, everyone at the party began to applaud and applaud. But even so, it couldn't cover up Brother Nan's voice.
Then Brother Nan did it a few more times. After selecting the sound channel, it was shown that Super VCD can eliminate the original sound, eliminate the microphone sound, and can sing along, which is even more surprising.
"VCD. I only choose Fengyu Brand, a major international brand from China. You are trustworthy!"
As Nan Ge's slogan was read out, at the end there was a close-up of a VCD, and the words "Wind and Rain Super VCD" were played, which has been imitated and never surpassed.
As soon as this advertising slogan appeared, it made all VCD manufacturers itch with hatred.
Damn, we bought a patent license from you. Did I give you the patent licensing fee? As a result, if you use this to step on us, you are doing too much harm!
Always imitated, never surpassed, what a crappy advertising slogan this is!
If you didn't have patent protection, the function of this VCD might not be what it is now. Besides, who is imitating you? Our appearance and color combination are different, okay? Why are we imitating you
And what does it mean to never be surpassed? Do you really think that Fengyu Electronics can always be the industry leader? That's only temporary! After our industry standards replace yours, let’s see who tramples on whom!
Immediately afterwards. An advertisement for Aihua Super VCD also appeared. The short 30-second advertisement was similar, but the highlight was the sound quality. The two-minute long commercial set the scene in a karaoke hall. There is no such place as KTV yet. At least it doesn’t exist in China, and they still use the name passed down from the island country, karaoke.
Naying sang very beautifully and everyone was cheering.
"Using Aihua Super VCD is like being in a recording studio. You can practice singing at home in the future. VCD. To enjoy high-fidelity sound quality, I want the Aihua brand."
The VCD screen was enlarged, and finally the advertisement words appeared, Aihua Electric, I love China.
Foreign advertising versions are slightly different, but the thirty-second short ads are almost the same, because they are all product displays without people. But the long version of the ad is different. First of all, the spokesperson was changed, and it was replaced by Zhang Xueyou, the singer from Hong Kong. Because Zhang Xueyou has planned to hold a concert at Madison Garden in New York next year, and he is also the best-selling Chinese singer in the world.
Because he planned to take a break from acting in the next two years, the endorsement fee offered was not too high, at one million US dollars a year. However, Feng Yu also seized on this and said that the endorsement fee was too high. What's more, Feng Yu said that this advertisement will be broadcast around the world and can incidentally enhance Zhang Xueyou's reputation in the world. Feng Yu also listed the advertising fees for Jackie Chan's endorsement of Little Overlord, pointing out that Jackie Chan's annual endorsement fee is not much, but giving Jacky Cheung HK$5 million a year for a five-year contract is already a sky-high price.
In the end, it was agreed that the endorsement fee of HK$30 million for five years, the filming of two commercials including some print ads every year, and the participation in four publicity activities, as well as some miscellaneous terms, made Feng Yu feel that it was worth it. After all, in the next two years, Zhang Xueyou will also receive the World Music Award from the World Recording Association. His record sales are second only to Michael Jackson. Feng Yu feels that he has made a profit.
Feng Yu's advertising campaign this time was very intensive. It can be said that all the profits earned by ordinary VCDs this year were invested in it. But there were also profits from super VCDs and patent fees. Feng Yu still made money. The most important thing is that the brand value will increase a lot, which cannot be measured by money at the moment. As long as Fengyu Electronics is launched, the effects will be seen.
Especially the advertising slogan of Fengyu Super VCD: It has always been imitated and never surpassed. It gives the audience a psychological hint, and even expressly tells them that only Fengyu VCD is authentic, and the others are imitations. This It also enhances the brand value of Fengyu brand.
AIWA still adopts the same style as before, highlighting sound quality and color. Moreover, the spokesperson we are looking for is the AIWA brand global spokesperson who was signed last year and is currently one of the most popular female singers and celebrities, Madonna.
Although the endorsement price is very high, it is a full-brand endorsement, that is, all music products under the AIWA trademark can be promoted with Madonna's posters. Of course, she only shoots two commercials and participates in two events a year.
In the first half of the year, AIWA asked Madonna to shoot a commercial for a CD player, and the effect was very good. This second commercial happened to be shot for Super VCD.
Fengyu, Aihua, and AIWA brands began to spend huge sums of money on advertising around the world, which also reminded Philip. Although their own people are competing for this Super VCD, it is still competition. If Philips did not increase their advertising efforts, the market would shrink rapidly and they would not be able to achieve their goal of surpassing Fengyu Brand.
As a result, Philips also began to increase advertising investment... (To be continued.)
PS: First update, thank you to book friends such as Flying Fire Meteor No. 1, God Xingyin, bbk, boyhoods99, Fire☆Fire Dance, etc. for their monthly votes. Thank you. There will be another update later.