Issue time of 2023 proposition of Daguangsai

Release date: 2023-02-09 Proposition details

Advertising theme

1, Langsheng Pharmaceutical-"education" at will to make human reproduction healthier.

2, red-tailed hyaluronic acid condoms-love without condom feeling, all hyaluronic acid (you can participate in both propositions, you can also choose one)

Thematic analysis

1, Langsheng Pharmaceutical-"education" at will to make human reproduction healthier.

In 2022, the state introduced a fertility promotion policy. In response to the call of the national fertility promotion policy, Langsheng Pharmaceutical actively popularizes healthy and scientific knowledge of gender protection to young people, so that young people can correctly master relevant knowledge to protect themselves and master the future.

In recent years, with the awakening of women's health awareness. In the relationship between men and women, women are often passive because of traditional ideas and other factors. Now more and more women are choosing independent and correct protective measures to protect themselves.

In order to give women more choices, Langsheng Pharmaceutical has launched a series of products that care for women and care for women's reproductive health, such as Mei Dan, which can prevent the occurrence of unexpected pregnancy due to failure to take protective measures or improper protection, and prevent the harm of unexpected abortion to the reproductive system from the root, so as to have a healthy reproductive system, control your own life, and achieve "gestating at will" and bloom the beauty of life.

In the direction of this theme, I hope that from the perspective of women's reproductive health, around the three key words of "mastery", "blooming" and "freedom", combined with the characteristics of the star products of Langsheng Pharmaceutical, we can design creative content and convey the enterprise concept of scientific self-love and "free pregnancy" of Langsheng Pharmaceutical.

2, red-tailed hyaluronic acid condoms-love without condoms, all hyaluronic acid.

Red-tailed hyaluronic acid condom is a domestic product produced by Langsheng Pharmaceutical Co., Ltd., sponsored by Bill Gates Foundation 20 14, and its natural latex thickness is less than 28 microns. It was also the only R&D project in Asia that won the project research fund at that time, which met the requirements of the EU's "New Method of Technical Coordination and Standardization" and obtained CE certification.

The characteristics of red-tailed hyaluronic acid condom products are as follows: ① The whole system adopts natural latex, which has good ductility, is thinner, safer and less allergenic than other products; ② Red-tailed condoms are all made of hyaluronic acid lubricant, and the raw material is hyaluronic acid from Huaxi Bio, which is purer, more moist, safer and easier to clean, and is conducive to caring for women's reproductive health;

(3) The first storage-free design reduces air residue, reduces the possibility of damage, and makes the experience more real; ④ China's "anti-skid" patented technology has obtained the exclusive invention patent certification, and the principle of internal wall gecko climbing the wall is adopted to reduce the possibility of falling off and make the protection safer.

Hard-core products have created a national brand worthy of China people's pride! It is hoped that from the above-mentioned product characteristics of Chiwei, combined with the concepts of national tide and domestic products, Chiwei's three gold series, anti-shedding, national tide series and other products will be built (see material packaging for specific product information), highlighting the concept that Chiwei is a domestic brand with the strength of hard-core products, and creating the national brand image of Chiwei's new national tide.

target group

A young and energetic group represented by college students.

Advertising purpose

1. From the perspective of caring for human reproductive health, popularizing active protection knowledge and caring for women's reproductive health, clear voice Pharmaceutical Co., Ltd. uses different works to show women's control over their own lives from all aspects, and conveys the corporate philosophy of clear voice Pharmaceutical Co., Ltd. to pay attention to reproductive health.

2. Through the characteristics of the red-tailed hyaluronic acid condom, combined with the national tide series products, it conveyed the idea that the red-tailed hyaluronic acid condom cares for the health of both sexes, and created a unique and unparalleled product concept of "love without condom feeling, all hyaluronic acid".

Creative requirements

Follow the advertising law to convey the concept of public welfare and a healthy and correct view of gender; Don't touch the thunder, fun is not erotic; It is unique and has a certain degree of spread.

Advertising form

First, the aircraft category

1. Graphic works need creative expressions that young people like. Through the brand tonality of enterprises and products, they convey the enterprise concept of "nurturing" at will and healthier reproduction of human beings.

Poster design: design a series of posters for holidays and marketing nodes, which conforms to the theme of "free education, healthier reproduction of human beings", reflects the protection of communication health and grasps the tonality of the future. Requirements: Creative and festive, suitable for online holiday poster promotion and offline store atmosphere creation. (Node selection: 65438+February 1 AIDS prevention public welfare day, world contraception day on September 26th, 520 campus garden, Valentine's Day, Women's Day and other festivals);

② Offline Creative Stack Design: 2023 coincides with the 20th anniversary of the establishment of Langsheng Pharmaceutical and the15th anniversary of the launch of Mei Dan products. Students can choose to design the effect map of public welfare creative pile for Langsheng Pharmaceutical in combination with the anniversary. (Reference size: large pile head size: 2m long * 2m high * 2m wide, not less than1.5m; ; Size of medium-sized pile head: length 1.5m* height 1.5m* width 1.5m or so, at least not less than 1M)

2. Design one or a series of KV posters. On the basis of the characteristics of red-tailed hyaluronic acid condom products, a poster or a series of posters are designed according to the national fashion products of red-tailed, and the characteristics of red-tailed hyaluronic acid are conveyed by creative expressions that young people like.

Second, the video class? (Interesting, spreading and conveying corporate brand or product brand image, choose one of the following)

1, creative video advertisement (15 seconds or 30 seconds): It can be used for the spread of social media and video websites;

2. Microfilm advertising (30- 180 seconds): innovation, making it have secondary communication power;

3. Short video advertisement (30 seconds): It can be used for short video platforms such as Tik Tok and Aauto more quickly.

Three. Animation category (15 seconds or 30 seconds, whichever is selected)

1, based on the brand tonality of Langsheng Pharmaceutical and its main products, promote healthy gender awareness in the form of animation.

2. Pass on healthy and correct gender concepts.

Fourth, interactive category.

Based on young people's insight and interactive scenes, we can create works that can arouse young people's interaction and * * *, with unlimited forms.

5. broadcast? (Select one)

1, with the theme of "caring for women and' educating' at will", the content is lively and interesting, and a radio advertisement of 15 seconds or 30 seconds is created;

2. Make a 15 second or 30 second radio advertisement for Chiwei to convey the product features.

Six, planning cases

Demand 1: to create a planning scheme with the theme of caring for women's "free education" and making human reproduction healthier; Requirement 2: Choose a direction for the promotion planning scheme of red-tailed hyaluronic acid condom series products. The specific requirements are as follows:

1, brand, marketing, creative strategy planning cases (including but not limited to product positioning, advertising language, target group portrait, selling points, promotion forms, offline activities, terminal promotion, etc.). ) budget: 3 million yuan;

2. Network marketing schemes (Tik Tok, BILIBILIBILI, Weibo and other network promotion marketing schemes. Submit a detailed business plan) Budget: 3 million yuan;

3. Marketing plan for campus activities (the number of campuses is self-determined): Based on the 20th anniversary of the establishment of Langsheng Pharmaceutical Co., Ltd. and the 0/5th anniversary of the listing of Mei Dan products, select hot festivals such as "AIDS Prevention Public Welfare Day", "926 world contraception day" and "520 Campus Garden" to create a campus activity plan, which may include graphic creative pile design renderings, physical floor exhibition site drawings, etc.

4. Plan a marketing campaign for the red-tailed hyaluronic acid condom. Combine product features with modern love concepts, export product selling points, hit target customers, highlight the highlights of activities, require creativity and logic to coexist, and keep pace with health and interest. Budget: 2 million yuan.

Seven, copywriting class

Through advertising language, creative scripts, short stories and other forms, the brand image of Langsheng Pharmaceutical or red-tailed hyaluronic acid products is conveyed in a way that young people like. (The number of words should meet the requirements of the contest)

Eight. UI design category (optional)

1. With the theme of "Langsheng Reproductive Health Research Institute", design a public welfare App to popularize reproductive health and knowledge of both sexes, including the main interface and content classification. The application content should be combined with certain brand and commodity information of Langsheng Pharmaceutical to spread healthy and correct gender knowledge and concepts;

2. Based on the brand tonality of Chiwei and the product characteristics of hyaluronic acid condoms, combined with Chiwei Tmall/JD.COM and other e-commerce stores. COM, design a set of e-commerce details page of Chiwei hyaluronic acid condoms, which should conform to Chiwei's brand concept and fully display Chiwei's product characteristics.

Enterprise reward project

Langsheng Enterprise Planning Award

Reward: The first, second and third authors were selected by comprehensive evaluation of the works of Langsheng Pharmaceutical and Chiwei Proposition Planning, respectively, and they were awarded the special prize of 5,000 yuan, 3,000 yuan, 1 1,000 yuan and the product peripheral prize to encourage the public to be creative;

Selection mechanism: according to the result of H5 voting, the number of votes before H5 was selected 100, and through comprehensive consideration of the content of Lanxess Pharmaceutical, six planning works were selected for review;

Upload of works: After the works are successfully registered and uploaded to the submission platform of Daguangsai, they need to be uploaded to H5 of Langsheng Reproductive Health Research Institute, and the number of the entries of Daguangsai must be submitted when submitting the information of the works;

Competition time: The competition is subject to the announcement of Langsheng Pharmaceutical from the media.

In-depth experience of enterprises: participants have the opportunity to obtain field visits and internship opportunities of Langsheng Pharmaceutical.

Clear voice Pharmaceutical 20th Anniversary Promotion Ambassador Award

Physical exhibitors can apply to enterprises. Langsheng Pharmaceutical will provide products and materials for the first 100 registered creative piles or roadshows free of charge. Students who take off-line roadshows send photos/videos to designated pages, and the enterprise will give a certain reward (cash+gift reward) to Qian 10 according to the number of votes (40%)+ enterprise evaluation (60%).

Award criteria:

First prize? Cash 1000 Yuan+Chiwei Guo Chao Gift Package

Second prize? Cash 500 yuan+Chiwei Guochao Gift Package

Third prize? Cash 300 yuan+Chiwei Guochao Gift Package

Four or six? Luxury IP carnival

Seven to ten? Youth IP carnival

Registration time:

February 2, 20231