Brand Implantation Skills: 2010 Advertising Complex Of Chinese Films

Advertising complex of Chinese films in 2010

Fortunately, the implantation of the fashion industry is just like the trend of fashion. It can always be upgraded rapidly, and learn the implantation skills that foreign practice makes perfect and become normal. The domestic film and TV people are also speeding up in 2010 to put the army into the army quickly with all kinds of fresh means. Such a blowout year of a fashionable "strong insert" film and television must be summed up quickly, and the successful and failed cases will be served together to provide experience and lessons for the later.

Fashion implant 2 era

　　事实上，冯小刚的电影植入史已经锻炼了很多观众的强心脏，同时招来的话柄也使得不少时尚行业的人士采取了更为谨慎的观望态度，因此，电影与时尚的联手，从萌芽阶段开始走得并不顺利，很多电影人喜欢使用的生硬穿插的广告手段，并不能博得高端时尚品牌的垂青，某号称中国首部时尚产业电影，因为脚本与选角的失利，导致全程看不到强势时尚品牌的介入，而即便像《女人不坏》这样的曾被标榜为与大品牌联姻的序幕，Dior作为赞助商也仅仅只出现在了发布会场合，电影里的时尚产品降格为某个平价服装品牌，与当初的预计相去甚远，但两者联姻产生的效益还是让彼此都看到了前进的希望，这些波折与坎坷也为后来者提供了新的思路，有时尚品牌开始成立专门的部门处理与电影营销相关的case，在电影产业里，也出现了更为专业的策划团队和公关公司， Help movie projects find suitable implant clients.

But a lot of fashion PR workers also expressed their dissatisfaction with their grievances, sometimes those advertisements that were hard to appear in movies. Logo It was not their intention, and they did not stand at the shooting scene as the rumour had been saying. They strongly demanded how many seconds the product logo could produce and how many times they appeared. But the changes in the script and line-up were sometimes even passive. Some brands told the correspondents that they had even experienced the complete change of the lineup after signing the contract.

The real change should start with Xu Jinglei's Du Lala promotion. From the point of view of the subject matter, its main foreign enterprise workplace has been very close to the consumer group favored by the fashion industry, and the movie has launched the famous Hollywood fashion styling Patricia Field as the fashion consultant's banner from the beginning, and has also increased confidence to the brand intervention to a certain extent, no longer simply demands the logo appearance rate, and seeks more bridges with the natural integration of the movie. Word of mouth after the movie has also given Xu Jinglei a proud capital. She even said that the more ads she put in, the more prestige she had. As a result, her latest work, "going to love in the end," has attracted four brand sponsorship from a short press conference. The film has been upgraded from Du Lala's Thailand to a more romantic and fashionable France.

Of course, not all movie production has such a good life as Xu Xu. Even now the hot new year movie has been hit with nail implants. Fashion resources are not so easy to shake as rumors spread out, even though the films produced by the top group such as fashion group still have a lot of work to do. Compared with the previous fashion gentleman, the fashion group's new love affair this year has been greatly improved from the product aspect, but the high-end brand sponsorship shown in the film is only in the most basic way to provide product use shooting, and there is no real resources to invest. This is quite different from foreign fashion movies.

Although China's box office has exceeded 10 billion this year, there are not many fashion brands that can really move forward in the preparatory stage. Many of the projects known as city films and Fashion Movies still remain in the past in fashion brand PR. There are public relations that they may receive hundreds of emails per day, but there are few items left after filtering out. In particular, their headache is that once a certain implant mode is successful, there will be a number of follow suit projects. Lotto is a fashion brand that has a lot of cooperation with the film industry. The latest cooperation case is Andy Lau and Gong Li's "I know women's heart". According to the insider, the brand has invested 8 digits for the movie. The reason is that the movie has designed a plot carrier to make the brand moving. The occurrence and development of the story are closely related to the brand itself. It can be called the fashion implanted in the 2 era. However, as a result of this cooperation plan, Lotto said that many similar film projects continued to come along, but this obviously can not be used for reuse.

Thus, despite the first step in the success of Du Lala's promotion, the Chinese film industry has not yet produced mass real fashion films, but fortunately, several turns of the 2010 test have opened up a train of thought for the latecomers. When the interaction between fashion brands and movies is not only on the screen, it will take place in the relevant field of production design, perhaps the spring of fashion movies will really come. {page_break}

Assisted implantation of Du Lala's promotion

This implantation can not shake the purposive relationship of the whole script, but it only uses some marked signs to hint or express the change of the identity and scene of the protagonist.

Brand implants: Lotto, Cartire, Gao Zi, Lenovo computer, Nokia, etc.

Meaning: too many implantation methods may lead to antipathy. Lao Xu also said that some manufacturers are too tough to ask for logo meaningless appearance on camera. Fortunately, the film has a general external package, and the mode of promotion by Cinderella in foreign enterprises makes it possible to upgrade some props.

Post grafting of "perfect wedding dress"

Sometimes some medium and small producers may not be able to get a big brand in the movie, but they can still find ways to fashion packaging before the movie is released.

Brand implants: Nine diamond, Luka wedding dress

Meaning: the movie highlights the "perfect" wedding as the main line, and is consistent with the cultural pursuit pursued by the jewellery brand. Therefore, the entire premiere becomes a real marriage scene, and when the starring Yang Qian was married at the same time, the grafting became very natural and natural. Of course, this cooperation mode is short and fast, and can not play an in-depth publicity effect.

The case of "I know women's heart"

This should be the most common way of cooperation between the two partners. The movie story is basically to convey the core cultural value of the brand, rather than just selling advertisements on the surface. The Hollywood Transformers is a classic case of automobile brand marketing.

Brand implants: Lotto

Significance: this kind of fashion work similar to the whole case intervention is the best specimen. But in 2010, it seemed that only a movie of "I know women's heart" was successful. The movie was dominated by the advertising company. It was a project of a well-known brand new series of products. The starring Andy Lau and Gong Li each thought an advertisement for the brand new series. The cleverness is that this series does exist, and will be released along with the movie launch period, and it is the fresh advertisement words appearing in the movie. But finding out a brand culture suitable for movie expression is not an easy task. Sometimes it may make a lot of mistakes. For example, FedEx's implantation in desert island is a synonym for insecurity because it is a plot of falling machine.

Is it a movie or an advertisement?

Compared with the movie and TV play with fashion banner, other types of movies and TV plays have more problems to be solved in the placement of advertisements. So far, almost no good solution has been found for this kind of film and television works. There are quite a few parts relying on props and scenes, and the meaningless plot is full of screens. Even if Feng Xiaogang's "Tangshan earthquake", in the search for integration, has also done a lack of sincerity, it is clear that the appeal of an insurance advertisement and the tone of the whole movie can be consistent, but still chose the worst hard line advertising language implantation method, which is compared with last year's hot Hokkaido trip "if you are the one", the effect is naturally lower. The more acceptable one is the 2 live blockbuster. If you are the one, you can put advertisements into the plot related to the story. It's not related to the plot. You can also design the advertising scene to relate to the plot. The audience is also used to watching the movie and watching the advertising mode, and are accustomed to finding the post entertainment consumption mode of how many advertising brands are happy. On this level, director Feng Xiaogang has created a precedent for the domestic film advertisement implantation, and he has cultivated the domestic audience's acceptance of the plot habit of the advertising plot comedy.

But the more awkward predicament should be the non modern movies and TV dramas. Tsui Hark's "Longmen flying armour" has a large number of stars gathered together, but because of the restriction of ancient martial arts films, it is difficult to generate the benefits of advertising implantation. However, another ancient costume "knife and laugh" is a clever way to engraft the modern Jiangnan into the story, but because the roles are all chef's identity, it doesn't feel that way. It's just a way to show the South Beauty dishes in the way of showing. It will still be stunned, whether it is watching the movie or watching the corporate advertising.

From the big screen back to the small screen, the plot is almost out of control in front of the advertisement. Large area props and scenes implantation is not new. Even if the works like golden wedding 2, once an advertisement is coming, it is almost an arms surrender, so that many TV stations can not help scissors to cut too stiff advertising clips.

When advertising becomes the master of the plot instead of integration, it is obviously the greatest harm to creation. In 2010, there seemed to be no more ways for ordinary types of drama to find a balance between the pursuit of interests and the creation of works, and the situation of inserting the plot in advertisements may continue.

"If you are the one 2" is successful.

With the first ad placement precedent and the subsequent topic of universal advertising, director Feng Xiaogang's name is not filled with advertising implants. "Non 2" of course is playing the banner and intensified. Choosing Sanya's viewfinding itself is an advertising act. There is nothing wrong with implanting hotel advertisements, and the brand beauty contest is hard Sale, but this is the method of advertising with Chinese characteristics. Indeed, Feng Xiaogang has been very polite.

"Golden wedding wind and rain" failed

Combined with the brand, almost all the household necessities were cleaned up, from large fridge to kitchen cooking oil, and then to milk powder and wine. When the TV drama story came to the 90s of last century, the advertising words of these products almost became actors' lines. Everyone was very serious about the ingredients of a milk powder, the quality of a health product, the operation effect of the refrigerator, no impetus to the plot, and the story was broken up.