Once upon a time, a special kind of advertisement began to appear quietly around us, the Motorola mobile phone in the movie "Mobile", the Great Wall lubricant in "The World Without Thieves", "Fetion Chat" in "Love Call Transfer", "You Are the One" In the big Xinhua Airlines, even the China Merchants Bank and Baidu in the Spring Festival Evening of 2009, these are the protagonists of this topic - hidden advertising.
The so-called hidden advertising, also known as "implanted advertising", is relative to "dominant advertising." Mainly refers to hidden in the media, TV series and other carriers, and integrated with the carrier, hoping to pass the product information unconsciously to the audience in a way that is not very blatant.
In recent years, many products or brands have leaped to the screen. So, why is this advertising method popular?
First of all, the expansion of information makes time an extremely scarce resource, and the consumer's "attention" has become a must for businesses. Various flat and electronic advertisements have been overwhelming, causing consumer annoyance and resentment. According to the survey, 38% of viewers will switch channels during TV commercials, and 58% of viewers will use advertising time to rest. In the case that the effect of traditional explicit advertising has plummeted, the advertising elites have taken a different approach, and through careful planning to insert products into a certain plot of the carrier, thereby breaking through the psychological defense of the audience. Entertainment marketing company
Walkerman, the founder of First Fireworks, said, "The effect of an 8-second hidden ad on a TV show may be equivalent to a 30-second ad, or even better."
Secondly, implicit advertising can achieve a win-win situation between the vendors that advertise and the media that display the ads. The 007 series made BMW Motors a brand premium of $1.2 billion, and the "Omega" watch on Pierce Brosnan's wrist was doubled. On the other hand, the 15 brands that appeared in the Hollywood blockbuster "Massage Report" saved the film $25 million.
But this does not mean that hidden advertising must win. To use hidden advertising, in addition to using the correct carrier and implementation, its operation should follow some principles.
First of all, the carrier of hidden advertising can be movies, TV series, essays, songs, games, literary works, news reports, and even like Sony Ericsson, hire a group of people to play as ordinary tourists in New York and Los Angeles, holding them newer. The launch of the T68i requires passers-by to take pictures of them, which is of interest to passers-by.
In terms of implementation, the hidden advertisement can appear in the form of a background picture of a movie or a TV show, such as the movie "Mobile" in the movie "Wuyue Watching Yan Shouyi's hosted program, and the TV broadcasts the advertisement of China Mobile's "communication from the heart"; Appear in the form of lines, such as the classic lines in "Forrest Gump": "One of the few things that the US president is more beautiful is that he can drink 'Pengquan' brand drinks"; it can also appear in the form of props, like The Canon camera in "The World Without Thieves", the Sony Ericsson mobile phone in the TVB TV series, and the Li Ning logo on the host of CCTV-5; other forms include the specific sound effects of the brand, the game, the Button in the software, and so on.
But no matter what kind of carrier, which implementation, the key to implicit advertising lies in its concealment, which is advertising but not like advertising. To be quiet, the key processing skills are cleverly integrated into the story.
Feng Xiaogang's "Big Wrist" simulates the funeral of a dying big-bang. Every detail of the funeral is arranged with advertisements, hearses, and Taylor's "body"... Every part is fully utilized, and those who come to mourn also read Advertising words...but this does not exclude the audience, because the design of the plot makes the audience feel that these advertisements are a kind of awkward, not a propaganda. This kind of hidden advertising and plot combination is a classic of hidden advertising.
In the same way, Kang Yazhen, played by Gigi in the TVB Taiqing drama "Zhuguang Baoqi", designed a pair of "happiness rings" because of the hard pursuit of happiness in the eyes, but also sold well after the drama was broadcast. Gigi has become a living sign of Mabelle.
On the other hand, if it is not handled properly, the audience will be able to poke through even resentful hidden advertisements, and they will fail home. Therefore, it is necessary to avoid several poor hidden ads.
First of all, the form is too rigid and lacks hidden advertising combined with the plot. The "Qing Yang" word on the scene of the "Ugly Invincible" conference was quite blunt.
Second, let the audience feel unrealistic hidden advertising. In the "You Are the One", the bottle Jiannanchun on the table when Ge You and Shu Qi first met, whether you look at Ge You from here or from Shu Qi, you can see the big "Jian Nanchun" on the bottle. For example, when the mobile phone of a character in TVB plays, it must be the classic ringtone "SonyEricsson" of Sony Ericsson.
Later, there was no hidden advertisement for the brand to establish a bright image and self-defeating. The original owner of BMW in "The World Without Thieves" is a stupid and lascivious businessman, and the thief played by Andy Lau also corrects the security guard: "You think that the good cars are good people!" The BMW owner sitting under the stage is inevitable.
Consumers spend a few tens of dollars to buy a movie ticket, and the natural thing they want to see is not an explicit commercial. It is the value of hidden advertising that can trigger the audience to smile and realize the win-win situation of manufacturers, media and consumers.