The H5 copywriter of Tsingtao Beer just wants to get drunk at the moment.

The Spring Festival has come and gone, and before you know it, everyone is working again!

This Spring Festival, the H5 copy of a bottle of Qingdao wine makes people warm their hearts and stomachs ~ ~ ~

Take the Spring Festival as an opportunity to convey the concept of "getting together" of brands.

Choose emotional ways to enhance communication with consumers.

In fact, it is a coherent trilogy, like a warm-hearted little soft article.

Interlocking, step by step

Step 1: Launch the "Buy Tsingtao Beer and Send Home Mileage" activity.

A group of visually created series of warm-hearted dynamic posters appeared in front of everyone.

Officially launched the charity event "Buy Tsingtao Beer to Send Home Mileage";

Open H5 and walk into this crowded street.

There are the laughter of people who get together, and there are also lonely wounds that can't get together.

When you fall asleep in the new year.

He is thinking about his relatives.

Cross the streets and alleys

Not closed for 23 hours

Except convenience stores.

And what he thinks of the people he loves.

When you're savoring your old taste.

He's the only one missing from someone else's family reunion.

H5 picture consists of two parts, using the contrast method in our copywriting class:

The first half is a gathering scene of a family drinking Tsingtao beer.

The next part is people who can't go home for various reasons.

The divided scene and the cold and warm mood also form a great contrast.

Coupled with touching background music, this H5 song is full of touching power.

Step 2: Participation Method

This temperature copy further improves the brand temperature.

All the scenes of H5 are connected.

It can also form a new year street view.

It conveys a warm fireworks atmosphere.

Step 3: Buy a tip.

In H5, every time you buy 1 case of Tsingtao beer, you donate 4 miles.

Every time you share it, donate 0.5 mile for love.

The activity is expected to donate 6.5438 million miles, which is subject to the actual donation mileage.

Buying beer is a "warm heart party" in JD.COM (transformed from JD.COM Tsingtao Beer flagship store).

At the same time, Tsingtao Brewery official WeChat official account also launched the "New Year greeting expression pack", adding a touch of joy to the New Year.

At the same time, with the channel advantage of the Internet,

Intensify publicity

In the end, the accumulated donation mileage of Tsingtao Brewery exceeded 1 10000, and the number of H5 views (as of February/4) reached nearly 800,000.

Different from other brands of Spring Festival copywriting

Tsingtao beer sees the pain points of people who can't go home.

In a warm and grateful marketing way

Buying tickets for people who can't go home is also a way to convey feelings.

The Spring Festival is a concept of "reunion" for those who can't go home.

The creativity of Tsingtao Brewery takes the theme of warm heart as the starting point.

Stand out from the topic of many brands going home during the Spring Festival.

Deeply excavated the story and connotation of wine and realized brand empowerment.

Let's see a different story about the Spring Festival.

Let you keep buying in buy buy ~ ~ ~

Have you ever thought of such a skill?

Why don't you write your own case from a different angle?