Looking at how home appliance companies can say "straight in" to TV drama ads

To be precise, the reason why everyone disliked the advertising of this drama was because it was too numerous and too dense, and it was almost pervasive in the play. The second reason is that these advertisements are violently “straight in”, do not set specific circumstances, and are promoted for publicity, allowing the audience to play directly in minutes.

Of course, implantation is not necessarily a kind of injury to the audience. As long as the implant is natural and the implant is creative, the audience can be impressed subconsciously, and the brand owner can make eyeballs and gain reputation.

For example, the Land Rover Song Siming opened in Dwelling was widely admired because one of his “drivers, bloody, and hoping to own a Land Rover” was selling the explosive watches; another example was “Struggle”. The love of the Zhongnanhai, also through the TV drama fire a ... ... By the star brand effect, the brand will be placed in the plot, there is a certain demonstration of consumers, has been widely recognized and achieved a good advertising effect.

In the most recent hit series "My First Half", we can see this picture: He Han and Tang Jing returned home, "Haier" smart door lock automatically identify the fingerprint and open; Haier U+ took the initiative to say hello "Go home," and then the curtains automatically sense slowly. Music started, Tang Jing looked at such a smart house, could not help but ask He Han, "when to buy a house," between the words hard to hide. However, she was still surprised at the back, when He Han ordered the freshest "Australian steak" from a single key order on the Xin refrigerator, and used "micro-wine cool" to add texture to the candle light dinner, the protagonist of the play. Has transferred from He Han to Haier wisdom family.

In 12 episodes of her mother's wonderful performance once again pushed Haier wisdom family into the hearts of the audience. Her part of the line "My God, such a big place, my God, how many square meters it is, when did you buy this house, you have a twenty or ten million? Yes, I have heard, For this community, the full set of Haier smart appliances was used. It was said that the refrigerator could control the oven, right? This house is simply awesome!” This performance not only fits the character of Zi Jun’s mother, but also The function of Haier's intelligent family is perfectly brought out. It can be said to be an invisible and quite memorable implant.

In fact, in the past two years, the way in which the home appliance companies have applied the ads in the hit series has become more and more commendable. Some time ago, Bosch Home Appliances and Midea also had something to learn from the ad placements in "Ode to Joy 2".

To know that television dramas must have the ability to "carry goods," large logos and fancy port broadcasts are not necessarily useful, and product placement needs to be integrated into the plot as a driving force for the development of story plots. In the hit drama "Ode to Joy 2", although the actor did not have any verbal broadcasts, the Andy family's modern kitchen built by Bosch Appliances attracted a lot of attention from the audience. The Andy's kitchen in the play is an important venue for the fermentation of the story. There are many small packages and Andy together at Andy's home for breakfast, very warm. It can be said that the small package always won Andy, "Bosch appliances" contributed.

In addition, Midea's rice cookers in the "Ode to Joy 2" show are also low-profile appearances. Qiu Yingying started to buy rice cookers for cooking in order to save money. Not only can you cook, according to Qiu Yingying, the rice cooker can also be souped, and when Andy is in a bad mood, Qiu Yingying used this rice cooker to help him a lot. In the end, Qiu Yingying also harvested a programmer boyfriend.

It can be seen that the integration of these advertisements into the plot is smooth and logical, and the brand's connotation is displayed three-dimensionally.

According to a survey conducted by the “China Film and Television Industry Development Report (2017)”, more than two-thirds of viewers are not resistant to implanted advertisements, but at the same time they believe that the quantity, form, and sense of fusion of textual advertisements should be improved. To scrutinize carefully and carefully.

Nowadays, it seems that compared to all-pervasive advertising “straight in”, the advertising of home appliance companies is relatively natural and smooth, and it is more closely integrated with the storyline. It not only does not make the audience disgusted, but it also has a hot wave of “carrying goods”.