Chapter 8

Every advertising idea embodies a lot of hard work of advertisers. It takes at least ten or twenty minutes to explain it completely, and three minutes is not enough!

Mars is a professional international company. It is impossible not to know this truth. The elaboration time is suddenly compressed to three minutes. The greatest possibility is that the decision has been made, and the remaining people are cannon fodder to play with.

After the secretary left, people from two advertising companies left immediately. It is impossible to fully develop the creativity in three minutes, and even the selling points cannot be clearly explained. Why waste time here?

"Boss, what should I do?" Xiao Xing asked anxiously.

"No problem for a minute."

Now, not only Huanyu, but also other advertising companies look at them wrong, as if they were saying, where did this pair of teasers come from.

The elaboration time was reduced to three minutes, which greatly accelerated the negotiation speed. Soon it was the turn of Mengren film and television. Mai Xiaoyu and Yao Xiaoxing stood up and followed the Secretary to the reception room.

"One minute!" someone around the world sneered.

They have many people and slow registration information, so they are behind Mengren film and television.

Xiao Xing countered, "you can go home. We have to make this list!"

On the way to the meeting room, Mai Xiaoyu and Gu Hongzhou passed by. They heard that Shengshi people were complaining that the time was too short. It was over before they could describe the most wonderful place in the creativity.

There are many people in the reception room, all of whom are senior executives of the company. From the seats, there are four foreigners in the middle among more than ten people. After many days of auditing, people are physically and mentally haggard. Even foreigners who claim to be dedicated are no exception, one by one showing fatigue and listlessness.

"Cute film and television?" said the man with glasses on the outer left. "You can start. It takes three minutes."

Mai Xiaoyu said surprisingly: "it seems that everyone is very tired. I'll make a long story short and don't take up too much time."

"In the street view of European architectural style, a fashionable, lively and lovely girl stands in front of a fashion window and stares at a white hat in the window. According to the reflection of the hat on the glass, the girl tilts her head slightly and poses to make herself coincide with the shadow of the hat."

"Then she went to a jeweller's shop window and adjusted pose to match herself with the shadow of the diamond necklace. The salesperson in the shop saw a nice smile. The girl took out Dove chocolate from her bag and chew it for a taste, while chocolate colored silk wrapped around the delicious girl who was in the mouth.

One minute thirty seconds.

The shriveled language, the dull tone and the pale description made me feel sleepy.

"It's over? It's over. You can go." the man with glasses waved weakly.

Today's advertising companies are generally of low quality, advertising creativity is mediocre, and Mengren film and television is the worst!

Alas

Xiao Xing sighed and pulled Mai Xiaoyu away.

After taking two steps, Mai Xiaoyu suddenly turned around and said, "by the way, I missed the last advertising words."

"Dove, it's as smooth as silk at the moment."

Huh?

The two foreigners are sober.

As smooth as possible now?

Two foreigners are awake again.

Is the foreigner awake?

China's top leaders are also sober.

"Young man, what did you just say?" the bald foreigner in the middle asked in fluent Chinese.

"Dove, it's as smooth as silk at the moment."

Since the launch of Dove chocolate in China, it has been shaping its brand image with "thick milk and silky feeling". All advertisements are centered on these eight words. All advertising ideas reviewed this time are also these eight words.

It's not that no one wants to change, but these eight words have deep roots, which can be called a classic. No one wants to miss the fat of his mouth because of rash changes.

"Young man, do you know our brand image of dove?"

"The milk is fragrant and silky. It's great. However, your company has been going all out to develop high-quality dove milk chocolate, seeking innovation and change every year, hoping to give consumers a better chocolate experience. The advertising words are unreasonable and unchanged, aren't they?"

"Personally, as long as we can maintain the brand image of dove and continue to make the brand image deeply rooted in the hearts of the people, the advertising words can be fine tuned. For example, the sentence 'silky feeling at the moment' can fully reflect dove's' silky feeling 'and is very suitable for my advertisement."

"Sorry, can you elaborate on your advertising copy?" the speaker was a big nosed foreigner.

"Oh, I'm afraid three minutes is not enough."

"No, no, no, young man, you misunderstood. Three minutes is only for those dull advertising copy, and yours is not included."

"It's a great honor. I named this advertising copy window, and selected fresh and lovely young women as the protagonists, which is in line with dove's audience goal. They have unique personality, are free, desire good happiness, have the courage to express themselves, love innocence and enjoy the fun of life..."

"... at the end of the advertisement, through a pleasant mood of life and the silk like floating of dove in the scene, I romantically show that kind of elegant and wonderful silk like feeling. Of course, I will follow this attitude in the selection of background music. What I pursue is a kind of spiritual call, which is to awaken the public's interest in actively enjoying the double enjoyment of dove's delicacy and spirit."

Excellent verbal description ability is one of the basic skills of professional liars. The vivid language, the cadence of tone, the varying speed of speech, and the rich expression make the sweet and silky feeling jump in front of us.

There's a play!

Xiao Xing's eyes lit up.

The big nose foreigner said, "are you going to impress us only through language? I mean, pictures, pictures are the most intuitive feeling."

Shit, there's no time for slides!

Xiao Xing's mood fell to the bottom again.

Mai Xiaoyu smiled sheepishly: "sorry, I only learned about your advertisement last night. But it doesn't matter. My sketch is very good."

He waved to Xiao Xing and took the briefcase in the latter's hand, which contained two pencils and a stack of white paper.

Sitting in front of AI Fen high level, he was able to mobilize the advertising picture in his mind. He used the pencil to paint the pencil, and the little star tacked his pencil.

The bald foreigner frowned, looked at each other with a big nose, and shook his head discontentedly.

Preparation shows attitude, and attitude determines everything.

The young man's attitude

Five minutes later, the first sketch came out, with chocolate turned silk around the girl's shoulder.

Five minutes later, the second sketch came out, and the silk made of chocolate surrounded the girl's arm.

The third picture

The fourth picture

The fifth picture

It's all the interaction between girls and silk made of chocolate.

The girl's expression, the elegant silk and satin, the beautiful picture outlined by monochrome lines on the paper, and the brand image of "milk fragrance, silky feeling" can be seen on the paper!

Very good attitude!

The bald foreigner stretched his eyebrows: "unbelievable!"

Another foreigner holding a sketch asked, "as far as we know, Mengren film and television has only been established for two months, with a registered capital of one million and 11 employees. How can we believe that your company has the ability to shoot your creativity and these pictures?"

"No one wants to know why I can finish a sketch in five minutes?" Mai Xiaoyu pointed to his head, "because it's all here."