4 successful advertising case studies

Successful advertising cases have many advantages such as being intuitive, extensive, easy to understand, and interesting. Below is an analysis of successful advertising cases that I have carefully collected for you. Let’s take a look.

Successful Advertising Case Analysis 1: M-Zone My Site Listen to Me

1. What do you think of M-Zone’s advertising creativity and why?

Answer: (1) In terms of contact selection, the audience for this advertisement is targeted at fashionable young people and college students. In order to break through their defense of selective contact, attract their attention, and make their appeals successfully accepted by the audience, China Mobile chose Taiwan’s Little King Jay Chou as its image spokesperson, because

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Jay Chou is the idol pursued by young college students today. He is extremely popular among them, has gathered considerable popularity, and has strong appeal and influence.

Having Jay Chou as the image spokesperson can expose more target audiences to this advertisement.

(2) In terms of selective understanding, when advertising information is selected, advertising planners mainly adopt a method of understanding that is close to the audience, that is, Jay Chou’s singing and talking

Under the style, the theme of the advertisement is conveyed to the audience? My site listens to me? So that the audience's understanding of the advertising message and the advertiser can be unified. The reason why we adopt the method of speaking and singing at the same time is because of the style of Jay Chou's songs. The audience likes Jay Chou's songs and then likes Jay Chou. This method can better help the audience understand.

(3) In terms of selective memory, because selective memory is an unconscious behavior, in order to deepen the audience’s memory of advertising information and leave a deep impression on them,

Advertising The planners chose "my territory" to listen to my information so that they can more easily arouse the interest of the fans. Today's youth have a rebellious spirit. They oppose parental authority, oppose tradition, do not want to be controlled by others, and pursue freedom. , "My territory is subject to my decision", which is more in line with their current personality, thus leaving a deep impression on them and capturing the audience very well.

2. Briefly describe how the overall planning of "Dynamic Zone" successfully integrates the subculture of the target group into it.

Answer: "Dynamic Zone" mainly leads the youth fashion trend. ?M-ZONE? (M-ZONE) is a new brand launched by China Mobile Communications based on the life characteristics and consumption habits of young people. It is the first mobile communications customer brand in China designed specifically for young people. In the M-ZONE, young people can find cool and dazzling pictures and ringtones, a large amount of novel and novel information, and can independently choose more free tariff combinations. Create modern cultural concepts in the form of innovative SMS packages, build a new way of life communication, and open up new channels for obtaining information. The reason why M-ZONE can successfully implement branding management is due to the following reasons: M-ZONE is positioned in novelty; it has a brand-new brand slogan: My territory listens to me;? M-ZONE mainly provides personalized information to mobile phone customers, which covers all aspects of clothing, food, housing, transportation and entertainment; We have designed "Student Packages", "Entertainment Packages", and "Fashion Packages" with great value and discounts for trendy consumers. There are also more, more dazzling, and more value-for-money SMS packages and communication plans for consumers to choose from. ?M-Zone? not only provides consumers with high-quality voice call services, but also rich data services, value-for-money text messages, personalized ringtone picture downloads, mobile QQ for walking, mobile games, mobile FLAS and other fashionable, novel and fun things Everything you need, enjoy a variety of SMS packages and value-for-money communication plans to easily navigate the world of information.

Successful Advertising Case Study 2: Lay’s

Are you tired of waiting for the bus on the streets of London? Then @Walkers_busstop, ask for a free bag of potato chips to pass the time! British potato chip brand Walkers (Lay's) has installed vending machines at some bus stations in London in conjunction with its recently launched "Do Us A Flavor" marketing campaign. Passers-by can log on to Twitter, @Walkers_busstop, and buy from the vending machines. Get a free bag of chips.

Advertising execution: Lay’s invited former well-known British football star and current BBC sports host Gary Lineker to film a video of being trapped at a bus stop, and then interacted with users waiting for the bus through interactive devices Interact and invite users to send Tweet content with the keyword Walkers_busstop for a chance to get new flavored potato chips for free. When the user posts a Tweet, Lineker will take out the potato chips from under the seat and deliver them (actually to realize the filmed video), and the user can get the new flavor of potato chips from the product outlet on the billboard.

This campaign was created by UK OMD, AMV BBDO, Talon Outdoor and UK Clear Channel as part of Walkers’ latest ?Do Us A Flavour? campaign. This campaign encourages people to use bus shelters. Once the system receives a receipt, Lineker will be able to issue free Do Us A flavor event tickets to everyone.

As for the online part, they also have an event website that invites users to vote, choose their favorite flavor, and have a chance to win prizes. For consumers, the "Do Us a Flavor" activity has two meanings: first, it allows them to feel that their opinions have attracted the attention of the brand; second, it allows consumers to interact with the brand to gain a sense of audience participation. Through this marketing, the number of Facebook fans of Lay's parent company Frito-Lay in the United States has tripled, and the company's sales across the United States have also increased by 12%.

Successful advertising case analysis 3: Nestle

In the 1980s, two major instant coffee brands, Maxwell and Nestlé, entered the Chinese market at the same time.

Nowadays, the sales volume of Nestle Coffee in the Chinese market is much higher than that of McFarland Coffee. Why?

1. Clear target customers and gain insight into customers’ inner needs

When they first entered the Chinese market, they each commissioned different companies to conduct market research. Mai’s commissioned an international The results of surveys conducted by large companies are intellectuals who yearn for Western culture. So the advertising slogan is very elegant, "The fragrance is strong and the meaning is not exhausted."

On the contrary, Nestlé Coffee discovered that in the early 1980s, a Shanghai market survey asked female college students what occupation they most wanted to marry. The results were beyond people’s expectations. The first person girls wanted to marry was a taxi driver?!

At that time, the salary of taxi drivers was more than ten times or even dozens of times the average salary at that time, so Nestlé clearly knew that the target consumers were definitely not university professors or intellectuals, and accurately targeted the audience. group.

I also discovered a special phenomenon at that time. People who drank Nescafe coffee would bring the Nescafe jar to the office to use as a tea cup, which made people feel that I could afford Nescafe coffee.

2. At this time, the advertising effect occurs!

Originally a very ordinary brand abroad, it has become a show-off brand in China. Nescafé has an insight into the inner thoughts of consumers who want to show off that they can afford and enjoy high-end drinks such as coffee.

3. The psychological suggestion effect of advertising slogans

At the same time, Nestlé coffee also shows off its fragrant and attractive taste. Its advertising slogan is also very simple: ?Tastes great? !

In fact, the taste of coffee is not good, especially for Chinese people who are accustomed to drinking tea as the main drink in a country with a long-established tea culture. But its advertising slogan hints to you every day: ?It tastes great?! Habits come naturally, and people are accustomed to thinking that Nescafe coffee tastes good.

Over time, Nescafe coffee has become synonymous with great taste, seizing the mental resources of target consumers, allowing it to gain an irreplaceable position when it first entered the coffee market in the 1980s.

Looking for the reasons for failure in competition

McGreece Coffee missed the opportunity and failed to identify the true needs of target consumers for coffee brands in the current environment, so it ranked second to Nescafe Coffee. Down.

Its advertising slogan? It is fragrant and lingering. After the advertisement was broadcast for half a year, many people thought it was selling fragrance oil. To understand this advertising slogan, you must at least graduate from college to understand McFly Coffee. The artistic conception of the language to be conveyed.

Of course, with the development of the times, consumers’ inner needs have also changed. Nestlé has issued several slogans for this:

Every wonderful moment, every cup of Nestlé Coffee

A mellow coffee experience, available at any time.

No matter how busy I am, I still want to have a cup of coffee with you.

1 MOMENT, 1 NESCAFE Love accompanies you 1 MOMENT, 1 NESCAFE Family and care are connected

Nescafe, welcome every new day with you

Every Nestlé is with you at all times

Conclusion: Only by truly positioning your target customers and understanding their true inner thoughts and feelings can you seize market opportunities and secure your leadership position.

Successful advertising case analysis 4: Adidas

Open the webpage, and the couplets on both sides of the page come into the user's eyes immediately. Two women's volleyball players are raising their arms to smash the ball. You come and I block it. It's interesting. A lot. Gently sliding the mouse, the main screen in the middle of the couplet appeared instantly. The women's volleyball players jumped to block the ball first, while behind them were countless arms and countless people. There is only one word to describe such a scene. Chinese people and athletes are united as one. Who can break through such a defense?

The advertiser's screen has a unified slogan of "Nothing is impossible, together 2008". . On the couplet screen, there is a conspicuous Adidas LOGO and the Beijing 2008 Olympic Games partner logo juxtaposed with the Beijing Olympics LOGO. The entire advertisement is displayed in the form of a competition, which is highly interactive and shows a different visual impact, effectively highlighting the brand connotation of Adidis! (An atmosphere, a passion, a victory, a cheer, and breeding in the beach The young and energetic group emerged, showing strength in leaps and bounds, and winning dignity in struggle. ?Nothing is impossible, together 2008? The slogan is particularly eye-catching in the simulated scene, fully focusing the user's attention on the exquisite layout of the advertising scene and the unique character action design. Realistic, perfect interaction between the couplets and the main picture have fully deepened the audience's awareness of the brand)

Public hope is hope, show your enthusiasm, the Chinese women's volleyball team is showing its strength in the leap, and is interactive. With the technical support of Tongfu Media and the endless sportsmanship of Adidas, more great expectations have been added. If I have to criticize this ad, it would be because the main screen is a bit large, and what needs to be shown is the unity and unity of the people. There are many characters appearing, which makes the overall effect of the screen a bit crowded. However, the clever interactive effects can completely cover up this. A small flaw.