The message street lights lit by NetEase Cloud are full of stories about the graduation season

This article is reproduced from the WeChat public account: Copywriting Circle (ID: cwcode)

In this graduation season when everyone is heading towards a great future

Sad, reluctant and confused , longing

These complex emotions are always filled in the hearts of graduates

Recently, NetEase Cloud Music took advantage of the annual graduation wave

to make a An event with a sense of ritual:

When graduates packed their bags and were about to step out of campus

24 unique street lamps were lit at Fudan University in Shanghai

Under the projection of every lamp

The copywriting reflected comes from the music reviews of NetEase Cloud Music

It contains the throbbing and excitement of a passionate young man. Feeling

We started with "one, two, one",

ended with "three, two, one".

The boy in the last row had no chance of being late.

There was no tangled love in my youth,

There were no lingering stories,

There was only a little secret love, a little hard work, and a few friends.

All my roommates left today.

Come from all over the world and return to all over the world.

The song can be played on a single loop,

Youth can only be played once.

Many people left before they had a chance to meet.

Many people graduated before they had time to do many things.

I think there should be nothing left behind,

Because this road still leads to the front.

In fact, every time after saying goodbye,

I have quietly looked back.

The so-called life is to meet you.

Once this door is closed,

when it is opened again, it will be someone else’s story.

From now on, the young people have a bright future ahead of them.

I hope you will always be full of ideals.

Going back and forth between the canteen, teaching building, and dormitory

It is the familiar campus road that can no longer be familiar

Walking under the shade of the trees, and the people around you Classmates discussing the progress of their thesis

Or after finishing evening self-study

Pushing a bicycle and discussing with friends where to go for supper

This journey has been carried out in four years The road hundreds of times

carries the memories of too many students

I have appreciated the changes of the four seasons through the trees on both sides

I have also passed through both ends The street lights that turn on on time at night head towards their destination

It’s graduation season

But they eventually become the one-way street for graduates pulling their suitcases

NetEase Cloud Music captured this emotional insight

Illuminating the song reviews on the campus ground

Using the light under the street lamp

Illuminating the future of graduates after they step out of school

This will embellish this unique youthful graduation memory

NetEase Cloud Music has selected the selections that users are listening to The music comments left during the song

Treat these heartfelt emotions as a graduation gift

Concrete the countless youth stories in the four years of college

The ups and downs in the text

arouse the students' emotions about the parting of youth

And the light under the street lights illuminating the dark night

also means something. Brighten the way for graduates to the future

This wave of thoughtful marketing

uses passionate and interesting creativity

to transform the brand

Music reviews that are familiar to the public are used as promotional features

Not only do they arouse the public’s emotional response

, but they also enable brand communication through music. model

Use other people’s stories to express your own voice

After the graduation season ends, it is the end of one story

It is also the beginning of another story

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Finally, I want to end with a lyric from "Yesterday's Blue Sky"

For everyone starting a new journey:

I made a promise to become the light

Echoing in the darkness like ten thousand stars

I swear to always believe in all the beautiful changes

Let’s move forward It rains because the rainbow is about to set off