Ogilvy advertising slogan

With Santana, aren't you afraid to travel all over the world? The charm of Mulberry advertising language is more artistic and powerful than advertising creativity. Now this slogan is fading out, so it is no longer meaningless to find the source of this slogan.

I had a hard time finding Dai. Nearly 20 years later, to be exact, 17 years. For Dai Lai, who is in the prime of life, this may be the most proud or proud capital in his life.

Unexpectedly, when we met, this middle-aged man, who is already the chairman of the advertising company, said this matter so casually in a pure Shanghainese dialect, which can be said to be dismissive.

I spoke to him on the phone before I came. A promise, and finally asked me humbly, he wants to go on a short business trip, and the rest can wait at any time. His sincerity and understanding suddenly reminded me of a word, that is, long time no see? Old Keller? (In Shanghai? Gentleman? Synonym for). In this interview, I have already greeted him through an acquaintance in advance. Therefore, when I met him in an office building on Nanjing East Road in Shanghai, I quickly entered the topic of this interview like a familiar friend without any ceremony.

What is his occupation? Whatever. , that is? Business is everywhere. Without the boss's airs, it is warm to meet in three sentences. The interview turned into a god chat, which was vast and boundless, ranging from astronomy and geography to peddlers and pawns, and also started a trolleybus. However, they all revolve around cars, but there is another side to the car gossip.

He said he was a copywriter. I have been in the advertising circle for a long time, and I have never left this industry since I found my first job. I have also received many cases of car advertising, and the most impressive one is an American luxury car brand. He said that this product and his customers were exaggerated and deeply touched by the actual operation. I said, is it difficult or harsh? He waved his hand and spit it out with a complicated expression: too self-righteous! I have met Dai in the world, and I think these people are too young and ignorant. They are the kings of the grass. However, he said understandably, isn't it just a few more silver dollars in your hand?

He said it in soft Shanghainese, just like a knife and pencil, and he got to the point.

Copying is a hard job. I said there must be a lot of experience. He said, not necessarily. He doesn't think this is the most difficult job in the advertising industry, but he thinks it is the most difficult to engage in visual creativity. Seeing that I was a little confused, I described the difference between copywriting and art (visual creativity) with body language and rich facial expressions. He said that the former can be clearly expressed by dictation, a pen and a piece of paper, while artists can only present meaning through images.

Interesting. He regards copywriting as a paper game, which is a kind of happy thinking and divergence? A jigsaw puzzle The wonderful stimulation of brain surfing. Happiness in conversation can't help but get rid of many advertisements as conversation materials and judge them, including car advertisements. Obviously, this is closer to the topic I want to interview.

In fact, the exaggeration of advertising language has reached an unbearable level. It has deviated from the commodity itself, giving people the feeling of fog. Some people even mystify themselves to an incomprehensible degree. When it comes to car advertising, it will never come out again? With Santana, aren't you afraid to travel all over the world? Dai, who is already a veteran of the advertising industry, fell into a short meditation. No one would have thought at that time that this slogan would become a classic in the future. He didn't even think of it himself.

Yes, many classics are not predicted, but recognized after time tempering, comparison and precipitation.

So I asked Dai to recall how this slogan was written. He used authentic Shanghai dialect. At that time, the morning light didn't think much, so it was easy to write it. A person in charge of the case in Taiwan Province Province said casually after reading it, OK, that's settled. ?

Dai on the counter? . Zhongnanhai? Take out a cigarette, light it, look at me and say, I can't believe it passed. ? Dai spread out his hands and told me it's okay.

Dai didn't suggest it. He said he couldn't get on either. Too tender. At this time, Dai is still a new employee of Ogilvy & Mather, and his qualifications and experience are not ranked. This slogan passed, and someone came back to tell him later. I said, you missed a historic opportunity. Dai burst out laughing and spread out his hands. What's this? Isn't this just a proposal? For me, it is to finish a job. Finally, when Shanghai Volkswagen invited Ogilvy to celebrate (successful cooperation), I didn't go either. ?

This is a person who can see through some things. What is interesting is not the live entertainment, but the people who like to have fun by themselves. Many years have passed, and he has never regarded it as a matter, but as a small starting point for his career.

Nevertheless, I learned a lot of precious details about this famous slogan from Dai.

Battle of Ogilvy & Mather Company in Yang Dian

The advertisement before Yang Dian participated in Shanghai Volkswagen can be said to be a slogan advertisement. What is the most typical? Shanghai Volkswagen walks with you? (1986). Since then, Yang Dian Advertising Company has undertaken the product advertisement of Shanghai Volkswagen Santana. According to the inquiry, this is also the earliest overseas big-name advertising company in China (1986, China International Advertising Company established China Yang Dian Advertising Company with Unobick Company of the United States and Dentsu Company of Japan, which is the first 4A advertising company in China).

In the late 1980s, the most popular automobile advertisements were composed of several Chinese characters. So, what about values, beliefs, sincerity and interest? The advertisements of Santana products, from TV to telephone books of enterprises and institutions, and then from outdoor advertisements to print media advertisements, are overwhelming and pervasive, leaving a deep impression on people. When an old man wearing a Chinese white coat and ruddy face appeared on TV with a writing brush in his hand, the child knew what he was going to write as soon as he saw the writing brush. When he closes the pen, he will soon shout:? Santana. ? This group of advertisements later won the international advertising award.

This is the symbol of Santana's heyday. In terms of market performance, it can be described as the only son Wang Sun. Zhu Rongji said,? It takes three years to get rich. ? Since 199 1 year, the competitors of Sangche have risen.

? From the advertising point of view, it was a very successful advertisement at that time. The problem is that single words and pictures can only explain one aspect of Santana, but can't convey the complete information of Santana. ?

Dai said that literally it is easy to understand, popular and easy to communicate, which almost sums up all aspects of Santana. The premise is that the content of the five aspects must be arranged and reflected. The point is, Santana, as the main body of advertising, is acting as? Supporting role? Finally appeared, the position is not obvious. Shanghai Volkswagen has realized that it needs a more effective and concise way to express it, which can not only make people remember it, but also reflect the core value of mulberry cars. It needs an advertisement with visual impact (mainly cars) to replace the existing quilts? Cut up the body? A series of advertisements.

In the early 1990s, automobile advertising in China was still in its infancy, and only Shanghai Volkswagen was willing to spend money on advertising, just like its products. It can be said that at that time, advertising left the impression that only powerful enterprises would advertise. In the late 1980s and early 1990s, Santana was so nervous? A car is hard to find? (car purchase quota), underground trading, resale can earn 1? The market price of Santana with an ex-factory price of 20,000 yuan exceeding10.7 million yuan actually sold for more than10.7 million yuan, even higher after several changes of hands.

? Under such circumstances, Santana does not have the problem of popularity and recognition. ?

Dai said that at that time, Santana's market share reached more than 60%, and the media claimed that it was half of the car market in China. During the period of 1995, Shenlong Fukang was doing a new car exhibition in Shanghai. The people watching said that Santana had a new car. ? Embarrassed, the organizer hurried forward to explain. Such a thing is not accidental. At that time, when FAW Jetta was listed and promoted nationwide, it also encountered such a thing.

Santana's fame is the result of forced indoctrination by advertisements (there were not many car advertisements in the 1990s, and Shanghai Volkswagen was a big family, which stood out from others), and even once caused the illusion that all new cars were Santana. This is also what future generations are worried about.

? Santana's early advertisements actually played a role in spreading the brand and corporate image. ? From the perspective of product development strategy, the senior management of Shanghai Volkswagen proposed that Santana should establish the image of reliable products and in-place services, and tap the strength and advantages of Shanghai Volkswagen. Decided to find a new advertising company, start a new stove and look for new ideas.

At this time, Yang Dian Advertising Company and Ogilvy Advertising Company, which just came in, were invited to participate in a new round of bidding for Santana's advertising agency. Zhu, marketing director of Ogilvy & Mather, said that this is the first time Ogilvy & Mather has set foot in the field of automobile advertising since it entered China.

According to the data, Ogilvy became interested in Santana before entering China, which was earlier than Yang Dian. 199 1 year, Ogilvy and Shanghai Advertising Company, the largest advertising company in Shanghai, established Shanghai Ogilvy Advertising Company. Bidding for Santana's advertising agency is Ogilvy's first car case in China. Ogilvy knows very well that if you want to win the Santana advertising agency, you must be an instant hit and show that it belongs to me in order to gain a foothold in the circle. Go all out, completely out of strategic considerations.

Zhu said that Ogilvy & Mather in Shanghai at that time? Santana bidding group? Our team consists of Shanghainese, Hongkong people and Taiwan Province people. Zhu himself is a veteran who has worked hard in the advertising industry for a long time. He participated in Toyota's market research in China in his early years. It should be said that he is no stranger to the bidding task of Santana advertising agency. Experience was a resource for advertisers at that time, and there were few employees, let alone people who had contact with cars. Before the reform and opening up, there was only one advertising company in Shanghai, and that was the state-owned Shanghai advertising company. Zhu is a senior employee of this company.

History sometimes plays tricks on people, but it is also the best director. What happened to Yang Dian and Ogilvy is an example. These two international big-name advertising companies met in Santana advertising company. So they are not better than each other? Yong? , but? Wisdom? . Only after this battle did Ogilvy establish contact with China Auto, while Yang Dian kept silent.

Please explain it in Chinese.

65438+ mid-April 0992. In the conference room on the second floor of Shanghai Jincang Wenhua Hotel, Santana's proposal competition was held for two days. Fang Hong, general manager of Shanghai Volkswagen, attended in person. When Ogilvy's turn came to propose, the atmosphere was particularly tense, because Volkswagen was the best company in Shanghai at that time. As an advertiser, it is obvious that this is a big customer and Ogilvy can't lose it. In this regard, Ogilvy & Mather sent a strong lineup composed of advertising elites from three places across the Taiwan Straits to participate in the competition. The vice president of the company personally led the team, and the marketing and creative director supervised the battle on the spot.