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We have talked about brainwashing ads several times last year, but there have been some related discussions recently, and with a lot of new friends, I try to write something new.

Last year, the World Cup opened a big discussion on brainwashing in the industry. From the World Cup BOSS direct hire, knowing, horse honeycomb, then to the later Platinum tour, new oxygen, and then to the two days of Cadillac, Easy car network, brainwashing ads have been repeatedly spit, but the brand has tried and tested.

The existence of brainwashing advertisements is reasonable. We have also conducted detailed evaluations of brainwashing advertisements in previous articles, and today it is simple.

The brainwashing advertisement is behind the tight traffic and lack of attention. The commercial effect of advertising creativity is gradually failing, because creativity usually needs to tell stories, but the user does not have much patience to enter the story, so simply expressing the points of interest is efficient detonation. the way.

Of course, we have always believed that brainwashing advertising will become the “new normal” for quite some time in the future.

Users’ attention is shorter, which means more marketing noise, and the complete information of the brand needs to be notified to users more quickly and quickly. In other words: a brand selling point that can be clearly stated in one sentence, do not express or bend around the story.

Two major motivations behind brainwashing

There are at least two reasons behind brainwashing.

• The first is that brand interception is more common.

Information explosion and media fragmentation make users’ decision paths confusing. Users will not follow the traditional “know-familiar-trust-purchase-share” steps to advance linearly. Each link will be given to other brands. To promote the opportunity to cut in. In addition, users will also search for information and compare them repeatedly. Consumption decisions are more complicated and random.

So no matter what marketing promotion, nowadays, we must try to be as short and fast as possible, build information and transform the closed loop in a short communication time, otherwise it will be easily taken advantage of by other brands. Many people may have discovered that even in online communication, video ads have been shortened. The previous 10 seconds and 15 seconds of ads are now 7 seconds, 5 seconds (or even 3 seconds), and then packaged into a large collection. Delivery.

• The second is that users are more rational.

Yes, the rationalization of users is that they are less likely to be disturbed by perceptual or creative expression, and the effect of creativity is declining. We have also written in previous articles. The popularization of information driven by channels such as KOL has made users become more hardcore professional. Especially on the grass platforms such as Xiaohongshu, the constituent party and the parametric party have become very common, and these increasingly specialized Users, more creative than the product is solid.

We think that this year’s only national full-screen advertising “啥 is Page”, in fact, did not bring much box office for the “Little Pig Peggy New Year” movie, but instead the director. If in the early years, Baique Ling’s “one mirror in the end” explosion of the graphic can also bring brand exposure, for the short-lived products such as movies, the commercial film can not be obvious, the box office conversion is fatal.

There is no fear of the brand

The controversy of brainwashing advertisements naturally lies in the aesthetic vulgarity, but the recurrence of vulgar advertisements also reflects a very sad conclusion that China has a vast territory and the aesthetic level is uneven. Most of the target users of the brand will not Pay for aesthetic or creative ideas.

There are no fears of being favored. Many people have seen the vulgar advertisements to unload the black, but they will be reinstalled when they actually enter the use scene. This is the universal “true incense law.”

The evaluation of brand goodness is more important in mature markets and standard products. Because the user’s brand switching cost is not high, and you don’t like Coca-Cola, you can choose Pepsi. However, rude advertising brand owners often have unique product advantages, or are in a stage of preemptive positioning, the industry market maturity is not high, so there are reasons to overwhelm the brand in order to seize the market.

In addition, everyone really should not think that brainwashing advertisements are easy to make. According to our observations, the content creation of brainwashing advertisements requires certain foundations and related methodologies to support them. Not everyone can do brainwashing advertisements to detonate topic discussions. . Imagine if you were responsible for Hengyuanxiang brand marketing, can you think of the “Zodiac Advertising”? (This stuff is quite imaginative, although it seems silly)

The brainwashing advertisement is always in the elevator room

The brainwashing advertisements are mostly from the elevators, because the elevator advertisements are compulsive and can passively gather all the building crowds (the office toilets can’t be used if there is an advertising space), even if you are playing mobile phones, the slogan will help you to brainwash. This type of detonation has been tried and tested, and it is not very convenient to play mobile phones when there are many people at the peak. The advertising is very efficient.

Elevator advertising Nowadays information is constantly diluting, we can find that the number of advertising spaces in the elevator is constantly increasing, the effect of the framework is reduced, and the importance of television has increased. Therefore, the most important thing in elevator room brainwashing advertising is the need for a short and demon slogan, music, and can be broadcast in the shortest elevator time (that is, the door opening time + moving one layer, 15 seconds is enough).

But the elevator advertising business is not sinking fast, because even if you sink to the low-end market, you need to have enough matching advertisers to support the sales business. Therefore, elevator advertisements are basically used to detonate first- and second-tier cities. White-collar workers, and first- and second-line white-collar workers are also more likely to form large-scale discussion of topics, so brainwashing advertising is to let the most unwanted groups see.

This creates an embarrassing phenomenon. The more people who resist the brainwashing advertisements, the easier it is to see brainwashing advertisements; it is because of their boycott that they promote social heat, which promotes the commercial closed-loop advertising campaign. .

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