Three cases of promotional video copywriting

#planning# Introduction In the shooting of promotional videos, copywriting is the core part of the entire shooting process and has great guiding significance in the entire shooting process of promotional videos. Therefore, any excellent promotional video is inseparable from the Do not write excellent copywriting. Do you know what methods are available for writing promotional video copy? The following are compiled promotional video copywriting examples for reference only!

Part 1

1. Project Introduction

The Oriental Junzuo project is the first joint real estate development by Beijing Engineering Company, and is constructed by a branch of the General Contracting Company The project is a large-scale group comprehensive building integrating five functions including hotel, bank, business, commerce and apartment. The project covers an area of ??53 acres, with a construction area of ??250,000 square meters and a total investment of 450 million yuan. This project is located on the south side of Chilechuan Street in Ruyi Development Zone, Hohhot City. It is across the street from the Autonomous Region Development and Reform Commission and the Municipal Public Security Department. It is a prime location in Hohhot. The overall architectural plan of the project is in the shape of a "concave" shape. The overall layout uses a large commercial podium of 80,000 square meters to set off 6 main buildings. 4 of the 6 main buildings are arranged in parallel on the side facing the 100-meter landscape avenue, spanning 220 meters, and are occupied by Everbright, Pudong Development, Minsheng, etc. The entire bank was purchased.

II. Construction Management and Operations

We always adhere to the strategic thinking of “strong thinking, leading high-end” and highlight precise management. That is to say, the connotation of standardized management is quantified, standards and specifications are implemented, and systems and regulations are implemented without any deviation or distortion. Practice has proven that precise management is the most effective way to eliminate hidden dangers and accidents.

Precise management is reflected in safety, adhering to the principle of "handling safety hazards according to accidents without closing them down". Adhere to "ensure zero accidents with zero risks, zero violations, and zero hidden dangers." Every employee involved in the construction has built a strong line of defense to protect lives with their excellent moral character and political mission, and with loyalty and loyalty, ensuring the safety of construction and life and property. The project safety management has always been in a "zero accident" state. The Oriental Junzuo Project It was rated as "Safe and Civilized Construction Site in Inner Mongolia Autonomous Region".

Precise management is reflected in quality, adhering to the work policy of "achieving excellence in one go, creating excellence in the process, being practical inside and beautiful outside, and first-class quality". Through the implementation of the brand strategy, it leads the high-end in terms of quality and greatly enhances the competitiveness of the project. It has been fully affirmed by the local quality supervision department and successfully passed the "Qingshan Cup" three acceptances.

Always adhere to the strategic thinking of "strong thinking, leading high-end", highlighting the core strategic concept of sincerity, win-win, and sustainable development. Sincerity, win-win is the law of market survival and an important connotation of control ability. . In terms of enterprise development and project management, we should pay attention to honesty and trustworthiness, not fighting for fame, and loyally protect the market and friends; we should pay attention to credit, harmony, and non-competition for profits, and establish good relationships with owners, labor teams, and material suppliers on the premise of respecting the contract. Cooperation is a win-win relationship.

Always adhere to the strategic thinking of "strong thinking, leading high-end" and highlight careful management. Relying on the brand advantages created by Oriental King Tower in Hohhot, many real estate development companies in Hohhot were attracted to visit the Oriental King Zone project. The branch adheres to the operating principles of "strong thinking, rational management, quality first", and in order to achieve better and faster development of the branch, the company proactively gave up the Jingfenghui project of Qiushi Group and carefully selected projects from Hope Sunshine, Pingya, etc. The real estate company further negotiated and signed the Hope Sunshine Washington Phase II project with Hope Sunshine Group on the morning of December 29, 20xx. With a total construction area of ??more than 140,000 square meters, the site is ready for entry; we will continue to follow up on the Yuyuan high-end hotel and villa projects, and pay close attention to the Everbright fine decoration project in Tower D to create conditions for a quick start.

3. Internal management of the project

The Oriental Junzuo team is a core group that is united and progressive, courageous to work hard, willing to contribute, and not afraid of difficulties. Under the unified leadership of two supervisors, manager Zhang Zhitao and deputy secretary of the company's Discipline Inspection Commission and secretary of the project party working committee Wei Qinghe, a group of cadres with good ideological and moral character, strong sense of responsibility, strong management and leadership capabilities, professional proficiency and strong compound ability have been created. team.

Cadres and employees fully demonstrate the work style of "thinking with heart, doing things with heart, working with heart, communicating with heart, being good at innovation and having the courage to be responsible". The project department carried out selection activities for model workers and brand departments, and a group of "reliable" and "win-win" talents emerged. They have strong job performance capabilities and strong sense of public responsibility. They think ahead, innovate management, and take measures. In place, construction and production showed a good trend of orderly and solid advancement. After all efforts, it won the title of "National Outstanding Project Manager Department in 20xx".

The project aims to “care for employees, respect employees, train employees, develop employees, and achieve employees”. Watch "Tangshan Earthquake" to enlighten employees' minds; organize various cultural and sports competitions to enrich everyone's life after work; travel to Xilamuren Prairie to get close to nature and relax; visit and study at Mengniu Group to experience Mengniu's corporate culture and standardized management. Broaden employees' horizons, learn from good experiences, and strengthen the construction of corporate culture of the branch.

Based on the training principles of "everyone is a talent" and "emphasis on ideas, emphasis on training and assessment, and emphasis on application". Build a learning team, formulate detailed training plans, and comprehensively develop employees' comprehensive quality. The soul of BGI and management standards, business etiquette, detailed explanations of safety, technology, contract, and material professional knowledge, professional business quality examinations are carried out on a professional basis, and comprehensive talents who combine thought, theory, and practice into one specialization and multiple abilities are cultivated.

Guided by "strong thinking and thinking", we create an edifying atmosphere for corporate culture. Promote BIT's philosophy and culture to every corner, strengthen employees' physical fitness, enrich their after-work life, and build entertainment rooms; broaden employees' horizons, strengthen theoretical learning, and open a reading room; let every employee feel BIT's culture anytime and anywhere, and post the philosophy on the walls Slogans, small ideological propaganda cards in bathrooms and washrooms, wherever there are people, there is corporate culture, to achieve unified thinking, coordination, *** build *** win *** and strive forward.

IV. Inspection and guidance by superior leaders

Under the care and guidance of leaders at all levels, we will vigorously implement the company's philosophy and adhere to the philosophy of "strong thinking, leading high-end, and creating an outstanding BIG brand" development strategy and achieved good results. Leaders of the autonomous region government, leaders of Hohhot, leaders of the group company, and leaders of the company have visited the construction site many times to inspect and guide the work. They highly appreciated the construction scale, design taste, and special functions of the Dongfang Junzuo project, and highly praised the construction standard management; The Autonomous Region Construction Committee invited the Russian delegation to visit the construction site, which was praised by foreign friends.

V. Conclusion

A branch bid farewell to 20xx, a year full of challenges and opportunities, and ushered in 20xx, a year of sunshine and hope. They will take the BIT culture and the Saudi spirit as guidance, carry forward and inspire the hard work and enterprising spirit of employees, embark on a new starting point for scientific development and the second round of leap-forward development, comprehensively strengthen branch management and team building, and continuously enhance the rolling Operational capabilities, safety management capabilities and profit-making capabilities will make due contributions to the evergreen foundation of BIC!

Part 2

1. Theme:

Reality and Memory

2. Theme Explanation:

Nanjing Normal University has left a profound memory in history for a century. Brushing away the dust of history, we can see the glory and ups and downs of the past and present, which can still make us unforgettable. Today, as we approached Nanjing Normal University, we suddenly discovered that the gentle and vicissitudes of temperament was still the same, but it had an upright, energetic, and majestic momentum.

When we enter Nanjing Normal University, we can deeply feel that history has made the old school full of culture and heritage, teachers have dedicated their energy and knowledge to the school, and Nanjing Normal University students have infused youth and vitality into their alma mater. This is now Nanjing Normal University, a school that embraces vicissitudes of life but still retains a modern flavor.

What I felt when I wandered through it was not only the memory of his alma mater for more than a hundred years, but also the attachment and memories of his teachers and classmates. On the occasion of the 110th anniversary of our alma mater, we integrate reality and memories, history and future to express our deep love and gratitude to our alma mater.

3. Overview of the process:

1. Starting: A century of Nanjing Normal University, history, vicissitudes, and great changes (duration 2 minutes)

2. Inheritance: Today’s campus , simple, modern, prosperous (5 minutes)

3. Transfer: college memories, friendship, dreams, youth (2 minutes)

4. Combine: memory glimpses, eternal memories (2 minutes)

Ending

IV. Main content:

Act 1: Starting: A century of Nanjing Normal University, history, vicissitudes, and great changes (duration 2 minutes )

In a simple room, a photo album is displayed. The camera zooms in on the photo album. The photo album is opened and the music starts (the school song of Nanjing Normal University). What appears: In 1902, a photo of the campus of Sanjiang Normal School. After 5 seconds, turn the page, and a photo of the campus of Nanjing Normal University will appear. After 5 seconds, turn the page, and a photo of the campus of National Central University will appear. After 5 seconds, turn the page, and a photo of the campus of Nanjing University Normal College will appear. After 5 seconds, the page will appear. After turning the page, a photo of the main entrance of Suiyuan Campus of Nanjing Normal University appears (the above photos are all set in black and white). After 5 seconds, the picture freezes, the camera zooms in further, completely enters the picture, and the picture changes to color.

At the same time that the above photos appeared, in the blank space in the lower half of the album, the century-old history of Nanjing Normal University appeared one by one. The content read: "In 1902, Sanjiang Normal School was the founding of the school; in 1912, Nanjing Teachers College of Higher Education, Tao Xingzhi, Chen Rong, Chen Zhongfan and other talented people emerged in large numbers; in 1927, National Central University was at its peak in a glorious era; in 1952, Nanjing University Teachers College developed in the midst of revival and hardship; from 1984 to the present, Nanjing Normal University will reshape its past glory, move forward hand in hand, and move toward the future." (handwritten font)

The screen changed to "Celebrating the 110th anniversary of the founding of Nanjing Normal University" with the main entrance of Suiyuan Campus as the background. Anniversary" (the whole sentence is flipped to appear in bold font, size 2). After 1 second, "History and reality" appears (placed under the previous sentence, insert italic font from the left side of the screen, font size small)

Act 2: Inheritance: Today’s campus, simple, modern and prosperous (5 minutes)

Background music: "Childhood" (Bandari)

The scene returns to that room , took away the photo album and took out an ordinary diary. After opening it, the words appeared in the form of writing:

"Light rain 110 days before the school anniversary"

Walking through the hustle and bustle, passing by Glitz and glamour, as you enter the Suiyuan campus, you will find a world of its own. How much history is hidden in the shade of the trees, and how much culture has been nurtured in the fragrance of the flowers. The intestine-like paths and bluestone steps are full of charm. Show her peerless elegance."

The scene switches to real-life shooting (shooting from a first-person perspective, shooting naturally, and introducing each shooting point): the route is to enter from the main gate and arrive at Jingwen Garden. Introduce Jingwen Garden and take pictures around Jingwen Garden. Go straight left and right to take pictures of Buildings 9 and 10. Enter the Great Lawn. Introduction to the Great Lawn (mainly to introduce student activities) and take pictures of Building 100. The screen pauses and takes pictures of Building 100. Take a close-up of the building, including its surrounding plants and flowers, and walk straight into the Defeng Garden. (Describe the overall feeling of the Suiyuan campus environment) Pass by the steps with lush trees, take a photo of the Central Building upwards, and introduce the Central Building. The lens is from a distance to It was recently fixed on the plaque of the School of Liberal Arts in the Central Building. The shooting is over.

The diary appeared on the screen again. After opening it, the writing appeared:

"It was cloudy 60 days before the school anniversary.

The weather was gloomy, walking in Zijin The back streets are clearly full of life and vitality. Students in groups of three and three and hawkers on the roadside add to the bustle and bustle. It is the hope of all students to stop here and get rid of the haze in study and life. "Xinxian's thing."

The scene switches to real-life shooting (shooting from a first-person perspective, shooting naturally, and introducing each shooting point): go out from Zijin*, enter the Zijin backstreet, and start from the street. Towards the end of the street, take a close-up of every exquisite food and store you see, and give a brief introduction to the famous ones. During this period, we entered a small shop owned by a student and chatted with him.

After walking out of this small shop, the camera rotated to capture the entire Zijin Backstreet, and the shooting ended.

The screen is converted into a diary. After opening it, text appears in the writing form:

"It will be sunny 28 days before the school anniversary.

The whole campus is shining in the sun. , the modern atmosphere is coming. When I see the countdown to the school anniversary, I can’t believe that this campus is about to celebrate its 110th birthday. The majestic library and row upon row of buildings will make people escape from the simplicity of Suiyuan. Bringing you back to the prosperity of modern society. I don’t want to say much else, but the campus surrounded by mountains makes people feel a proud modern momentum rising from the sky!"

The scene switches to the real scene. Shooting (shooting from a first-person perspective, shooting naturally, and introducing each shooting point): Entering from the main entrance, the 110th anniversary countdown sign is introduced to the eye, surrounding Century Square, introducing the basic information of World Plaza, advancing the lens to the library, and The flow of people entering and exiting the library is included, and Jingwen Library is introduced. Bypass Jingwen Library, enter the back mountain from behind, and enter Qingren Slope along the back mountain path. Take photos of the International Exchange Center and Caiyue Lake, and introduce Qingren Slope, Caiyue Lake, and the International Exchange Center, focusing on student life. host. Finally find a couple to stroll around and photograph, then end the shoot.

Note: All the introduction language in the second act is mainly spoken in plain spoken language, based on the memory and impression of the photographer, without fixed forms and lines.

Act III: Redirect to: College memories, friendship, dreams, youth (2 minutes)

Background music: WithanOrchid Main content: Random interviews with classmates on campus. Interview content: Freshman and sophomore: What are you most looking forward to in college now? Junior: What has college given you?

Senior: What is it that you can’t let go of college the most? Video footage: Screenshot It cuts directly to an interview with a classmate, and then the scenes continue in sequence, and as the number of people increases, the speed becomes faster and faster, until the voice of the classmate's answer cannot be heard clearly. Finally, the various interview photos were spliced ??together to form a picture of the smiling faces of many university classmates, turning into a new photo.

Act 4: Together: Glimpse of memory, forever memories (2 minutes)

Background music: Caribbeanblue

1. Photograph a couple walking on the Suiyuan campus The scene among the trees: The couple slowly walked from far to near, and embraced each other after reaching a distance of 20 meters from the camera. After 15 seconds, the scene was frozen and turned into a photo, which was changed from color to black and white and included in the album.

2. Shooting the scene of selling in a small shop on the Zijin campus: the shooting time is 5 minutes, the first 30 seconds are played at normal speed, and the next 30 seconds are doubled, until the playback is completed, the picture is frozen and turned into a photo , converted from color to black and white and included in the photo album.

3. Shooting the crowd flow scene in front of the library at Xianlin Campus: long-range shooting, shooting time is 5 minutes, the first 30 seconds will be played at normal speed, and the next 30 seconds will be doubled in speed until the playback is completed. The picture is frozen and turned into a photo, and the color is turned into black and white and included in the album.

The final scene returns to the photo of the Suiyuan campus at the beginning. The photo changes from color to black and white, and the reverse experience is repeated again. A photo of the campus of Nanjing University Teachers College, a photo of the campus of National Central University, Nanjing Get photos of the campus of Normal University and Sanjiang Normal School. The photo album is closed.

Ending: Appeared on the album cover (this passage is accompanied by a male monologue): A hundred years of school history, a hundred years, when we look back on the past, what we see is culture and heritage. When we stand on the present, we What we feel is steadiness and forge ahead, and when we look forward to the future, we hope that the century-old Nanjing Normal University will make its own voice on this land, go out of its own way, and create eternal glory!

Chapter 3

1. Analysis of the era background of the promotional video

2. Estimated film length: 10 minutes Positioning: The city near the sea has been a prosperous place for trade since ancient times, with merchants gathering and complicated business.

As one of my country's coastal cities, Binhai New Area has a unique geographical location. Its central business district has three-dimensional transportation extending in all directions, connecting it not only to many domestic cities, but also to many countries around the world, promoting economic development. It is also a city where elites realize their ideals and pay attention to the living environment.

3. Concept of the promotional video: As one of the ten major battles in Binhai New Area, the construction of the central business district must move forward with the momentum of leading navigation. Focusing on the main axis of "Piloting the New Binhai", the leading role of the central business district is interpreted from the perspectives of financial economy, living environment, transportation, and shopping. It fully reflects that the Binhai New Area Central Business District is a place full of work* and life dreams.

IV. Copywriting ideas:

1. Environment - low-carbon harmony, ecological nature, urban oxygen bar.

The central business district advocates ecological nature, and is surrounded by powerful green plants and is the urban oxygen bar in Binhai New Area.

2. Transportation - a powerful hub station, efficient three-dimensional transportation, convenient and fast.

Strong transportation hubs facilitate people’s travel, and three-dimensional transportation is more humane.

3. Finance and commerce - a business gathering place with the largest concentration of scale and high-rise buildings.

The core business district is home to many companies. We strive to become a lifestyle center serving global financial leaders and elites.

4. Leisure, entertainment and shopping - high grade, luxury goods and characteristics.

Diversified shopping malls, gathering many high-end brands, a fashion gathering place.

5. Residence - foreign-related apartments, high-end residences, hotel apartments.

High-grade living standards, a palace of life specially built for successful people and foreigners.

5. Conceptual framework

1. Opening:

Picture: (real scene) Binhai in the old days, with busy port business. (3D animation) The current coastal area, (panoramic view) large cargo airport, (bird's eye view) large containers at the port, (close shot) the flow of people on the railway platform. The central business district has a strong transportation hub, wide roads, and orderly vehicles. In the green ecological area, insects and birds chirp, and people live in harmony with nature.

Description: Describe the historical process of Binhai, and then start from the aspects of transportation and environment, highlighting the pursuit of natural ecology in the central business district, building a low-carbon financial district and an ecological residential area, and surrounded by large green vegetation surrounding the business district. It is the oxygen bar of the city, a place where the city and nature merge, and a living environment that people are fascinated by. The three-dimensional transportation network makes people's lives faster, allowing them to get from home to work in a short time, saving time.

2. Part 2:

Picture: Three-dimensional animation shows the modern and international urban appearance of Yujiapu, Xiangluo Bay, Jiefang Road, Blue Whale Island, and Dongxigu.

During the day, as the core business district, many elites gather here. The picture reflects the commercial office environment and the hard work of elites. People work intensely in the low-carbon financial district.

As evening approaches, people are walking out of office buildings after get off work and entering surrounding malls to shop and relax. The shopping mall has a complete range of items and everything you need. While enjoying shopping, you can go to the restaurant for dinner when you are tired. Some fashionable people party in bars and release stress in KTV.

Some people return to their own haven after get off work, and take a walk on the green lawn with their family after dinner. The surroundings are quiet and comfortable, and they are integrated with the green nature.

Description: Use a day’s life as a trajectory to show the style of the central business district. The central business district of the Exhibition Center is a charming area where elites gather, fashion trends gather, and high-end residences are integrated. It is a leading area full of high-end fashionable living environment and green ecological living environment. It is a representative of integration that other urban areas do not have.

With the beautiful living environment and three-dimensional transportation, it has further promoted business investment and employment development. , the central area of ??finance and commerce, attracts more foreign companies to base here, and is a core area with diversified, high-grade, and international standards. During the day, you are full of energy and forge ahead.

3. Ending

Screen: Day is coming, and after the previous night’s rest, people get up one after another and enter a new day of life. On the lawn outside the window

White pigeons are flying. The happy smiles of people pursuing career success, the smiles of people living happily in the city.

Explanation: People’s feeling in the Binhai New Area Central Business District is that they can realize their dreams and fully feel the harmonious living environment. Feel happy from within. Looking to the future, more companies will invest in the Binhai New Area Central Business District, and prosperity is just around the corner.

5. Expectations for the effect of the promotional video

It can effectively attract many companies to invest in the Binhai New Area Central Business District, and the economy will grow steadily. Become a nationally renowned high-end place. It's everyone's dream place.