The Mid-Autumn Festival is approaching, it depends on how car brands play creative copywriting.

The annual Mid-Autumn Festival is coming. This festival, which carries a strong atmosphere of reunion, has deep feelings for every consumer. And reunion, missing, happiness and going home, these holiday keywords deeply touch everyone who is homesick. Apart from moon cakes, this festival is more about going home for reunion than giving gifts. On the way, the car carries the expectation of family reunion and wishes for a safe journey. As the Mid-Autumn Festival is approaching, I have collected some advertisements of automobile brands in previous years, including Weibo's blessing, long pictures of WeChat and posters combining with the brand itself. Let's take a look at how car brands use copywriting to convey the Mid-Autumn Festival atmosphere.

Generally speaking, brand holiday marketing is nothing more than transmitting brand characteristics or product advantages by transmitting holiday blessings. Whether the choice of copy and the design of pictures can reflect the brand's communication concept and whether it fits the user group has become the first issue for advertisers to consider. For automobile brands, different grades of brand communication forms vary widely.

1, high-end car brand copy generally has a deep meaning, which is both a blessing and a reflection of brand connotation.

run for it

Copywriting: From the new moon to the full moon, the moon phase tends to be perfect; From 0.25cd to 0. 19cd, the wind resistance limit is broken. When the moon is full, innovation will never be round! Mercedes-Benz IAA aerodynamic intelligent concept car, wish you a good full moon!

Promote the concept car with the meaning of the full moon, and convey the brand concept of Mercedes-Benz's endless pursuit of perfection with innovative values. That is, the promotion of new models also subtly conveys the Mid-Autumn Festival blessing, and Mercedes-Benz still maintains a model in the automotive advertising industry.

German BMW Motor Works (Bavarian Motor Works)

Copywriting: The flowers on the full moon night are pleasing to the eye, and BMW takes advantage of the bright moon to let Yue set off!

Copy: full moon, reunion, BMW speed control, bring joy home!

BMW, on the other hand, uses the round elements on the car to open the way home with one button, and expresses the joy of reunion with flying wheels. The moon is opposite to the moon, and the theme is distinct, which makes people anxious to return.

Rand luhua

Copywriter: This second, enjoy the jump. The new jaguar XE lightweight aluminum body is as light as flying.

Watching the moon or jumping, do you think of the goddess of the Goddess Chang'e flying to the moon or the lightness of XE? Jaguar controls the moon in this way. What an open mind!

Compared with Mercedes-Benz, BMW, Land Rover, Audi and Porsche, the creativity is a bit general.

Audi

Porsche

2. Mid-range car brands express that Mid-Autumn Festival is not so tall, but it is also full of creativity.

Different from the communication style of high-end brands, mid-range car brands seem to be more grounded, and brand implantation combines the traditional elements of Mid-Autumn Festival. Some brands even use comic elements to convey blessings in a more direct way.

Shanghai Volkswagen

Copywriter: Moon cakes that can be eaten as meals are no longer sei. Fresh meat moon cakes, there must be materials in your stomach, and it is not embarrassing to travel all over the world; More satisfying than eating an egg yolk stuffing, I ate a double yellow moon cake, believing in love and being twice as happy; With its own fog effect, it is definitely a young idol in the mooncake industry. Ice cream mooncakes, one at a time, play to the end; It's already beautiful, but it's actually delicious. Almond cakes clearly have a face value, but also have to fight for strength; On the highest honor: a piece of meat, a moon cake with cloud legs, and a fine body. A classic; Dirty? It's just that you haven't found the correct way to open the five "people" moon cakes. Wuren moon cakes upgraded for love are all real materials.

Have you found that Shanghai Volkswagen uses moon cakes with different fillings to represent each different model, and uses moon cakes and models to describe them. The fillings are richer and the models are richer. This Mid-Autumn Festival, whether you are in the moon cake army or on your way back to your hometown, you always go home with happiness and reunion, even if it is only for one day!

Changan Ford

Copywriting: The full moon is rounder and the float is better! On the Mid-Autumn Festival reunion day, there should be "blessing" at this time.

The copy is concise and clear, and the model is integrated into it. How can there be no "blessing" in the Mid-Autumn Festival?

Roewe

Copywriting: 360 for TA

Chang 'e, the moon, the moon rabbit and the circle, no matter from which angle you appreciate them, are flawless, just like Roewe. Although the creativity is average, it can transfer the circle and 360 very well, and it is also very realm.

Guangqi Honda

Copywriting: Love waits for no one. I always wanted to take my parents to the Odyssey and travel comfortably together. It's time to honor my promise during the holiday season.

This is definitely the most grounded Mid-Autumn Festival blessing. Love doesn't need to wait, so let Hiromoto fulfill his promise for you. The copy is not novel, but it still touched me.

Dongfeng Peugeot

Copywriting: Appreciating the Moon with Jun * *, Prophet Ta;

Dongfeng Peugeot does not show weakness. In addition to pushing new models, it also pushes new functions, blind spot detection, and it is easier to win different battles.

3, domestic brands send blessings and push models, but they are not far behind.

The bridge is broken constantly, and the moon is full of Mid-Autumn Festival. The graceful arch bridge shape is not only the graceful posture of the West Lake broken bridge, but also the simple and smooth lines of NL-3 center console. The breeze is Xu Lai, and the water waves are slightly wrinkled, which is the ripple on the West Lake and the ripple texture on the NL-3 central control panel. The beauty of the Mid-Autumn West Lake is also the beauty of Geely's brand-new SUV. The Mid-Autumn Festival is coming, and NL-3 is coming.

With BYD "Tang", people and the moon meet again.

I don't know if the above sharing has given some publicity and inspiration to the marketing staff of brand dealers. This year's Mid-Autumn Festival is coming. Guess which car brand's Mid-Autumn Festival advertisement can fill the circle of friends, and what creative surprises the major car brands will bring us. Let's wait and see!