Looking back on the past years, there are many classic brand marketing cases that we still remember, and their creative means make us sigh! Then let me learn about the classic successful marketing cases with readers.

one

Ant financial service: serious life series

Everyone who lives seriously deserves a set of moving advertisements.

After "Back", Ant Financial released an image propaganda film. Like last year, the new advertisement still didn't invite any stars, but combined users and partners to tell the audience the stories of 22 ordinary people with 22 posters, which was very shocking.

Zhang Yao: I have been to many countries, and every time I see Alipay * * * Zhifubao * * on the tax refund form, it's like meeting a fellow villager abroad. So kind and proud. * * * Ant Financial Service * * *

Xiaoke: It's my motivation to buy myself a bottle of water at the end. * * * Youbao * * *

Zheng: Some people say that going out to play is a waste of money. I asked him, how many holidays did you waste? Spend it when you are young, if you want. If it's a big deal, pay it back in installments. * * * Ali Travel * * *

Program: I am a Virgo. It is not perfect to keep people waiting. Express delivery, the key is to be fast. Now it's okay, sweep it, perfect! ***EMS***

Through the stories of 22 real ordinary people, it shows the subtle and beautiful changes that Ant Financial Service has brought to our lives from different aspects.

two

Wong Lo Kat

From 65.438+0.8 billion yuan in 2002 to 2.5 billion yuan in 2005, it is a rapid growth. As a kind of herbal tea, Wang Laoji was born in Daoguang period, and rapidly developed from a regional brand to a national brand. First, I changed my mind. "Herbal tea" is sold as a "beverage", refining the core selling point and not getting angry. "I am afraid of getting angry and drinking Wang Laoji. Second, with the help of the influential media-CCTV, brand marketing has enhanced its influence and image.

In fact, society is constantly developing, and marketing is also advancing with the times. Whether it is method or means, whether it is mode or creativity, it needs innovation, such as grafting and reference. In order to attract attention and attention effectively, the first thing is to break and subvert the industry rules, attract the attention of leading brands, or aim at the weakness of leading brands, and secondly, whether it can attract the active attention of mainstream media; Finally, it is necessary to establish and form differences and distinguish competitive brands. Of course, selling points are not always selling points, especially in the current homogeneous competitive environment. What is needed is dynamic adjustment, advancing with the times and adapting to local conditions, so as to win not only the eyeballs, but also the market.

three

Mini "Mini Pedestrian City Walk"

On March 16, 2065438+03, MINI PACEMAN City Tour premiered in Shanghai, with unprecedented response. What made the broadcast of this micro-film get people's praise? The reason is that the planner interprets a brand-new concept with this micro-movie: urban micro-travel, that is, "in the busy work, in the city where I live, I will start a journey that lasts for several days and lasts for a short half day to discover the unknown beauty of those cities that live together day and night."

This is not a concept invented by the creator out of thin air, but a need hidden in the hearts of countless urbanites but ready to move. The physical and mental fatigue brought by the fast-paced life and the desire for travel and holidays are undoubtedly the true expression of the inner feelings of urbanites, and the concept of urban micro-travel allows people to find such a way to meet their own needs.

The creative team chose three distinctive cities: Beijing, Shanghai and Hangzhou. Writer Feng Tang, hotel manager Lin Wen and green tea owner Yan Lu were invited to drive MINI PACEMAN and explore their rooted cities. Through mini PACEMAN-partner；; The two key words "be a tourist-change the perspective" make the concept of urban micro-tourism concrete and attractive, just like with this car, everyone can become the protagonist of discovering the beauty of the city in a micro-movie.

What's even more rare is that this micro-film was released before the new car MINI PACEMAN went on the market, which not only paved the way for the success of the new car listing, but also made this brand-new model synonymous with urban micro-travel, and became the representative of life attitude, automatically separating from other models, creating a unique consumption field.

Discover the hidden needs of consumers, arouse the needs of consumers in micro-movies with a brand-new concept, and make it skillfully linked with the promoted brands or products.

four

Nongfu Spring

Around 2000, the competition pattern of water market in China basically became a fixed trend. The national brands dominated by Wahaha and Robust have basically achieved the division and encroachment on the China market! At the same time, many regional brands are constantly impacting the water market, but it is often difficult to make a big breakthrough. At that time, the representative aquatic products were Shenzhen Jing Tian Space Water, Guangzhou Ipoh, Grand Canyon and so on. And some high-end water brands, such as Watsons and Master Kong. However, the dominant and mainstream position of water market competition in China has not changed. It was at this time that Hainan Yangshengtang began to enter the water market. The appearance of Nongfu Spring changed the competitive pattern of China water market, and formed a strong up-and-coming brand in China market, thus creating a famous war case in which weak resource brands beat strong resource brands by brand marketing. In the specific operation process, firstly, Nongfu Spring bought out the exclusive exploitation right of Qiandao Lake water quality for 50 years, which not only innovated the bottle cap, but also used the unique bottle opening sound to create differentiation by brand marketing, and played the concept of "sweetness", and "Nongfu Spring is a little sweet" became the selling point of differentiation; Secondly, in order to further develop and clean up the industry portal, Nongfu Spring announced that it would no longer produce pure water, but only produce healthier and more nutritious natural water from Nongfu Spring. The view that "natural water is healthier than pure water" is constantly spread by scholars and children, so brand marketing has won its influence, and Nongfu Spring has firmly occupied the top three positions in the bottled water market in one fell swoop.

The success of Nongfu Spring lies in its planning and momentum. On the one hand, the selling point is constantly refined, from the opening sound of the bottle cap to a little sweet, from a little sweet to the current PH value test, claiming to be weak acid and weak base; On the other hand, he is good at hype and momentum, forming differences through comparison, and then improving himself.