Standing on the stage, facing the crowd of advertising colleagues in the conference room who were watching the excitement, Chu Nan took a deep breath.
Finally, he set his sights on the beautiful Su Yun not far away.
Su Yun felt his gaze, smiled happily, and nodded lightly, as if cheering him up with her eyes and smile.
With his beloved woman helping him out and supporting him mentally, Chu Nan's mind was flooded with thoughts. When he clicked the mouse, the upper half of the projector was instantly covered with white, while the lower half turned completely black.
In the center of the white area, a sun appears, and in the center of the black area, a moon appears.
"Hello everyone, I am Chu Nan, the advertising planner of Lanxiang. The plan I want to show you today is a new cold medicine developed by Maier Group. It is also a special cold medicine. My creativity is called
, day and night, referred to as white plus black.”
"As we all know, all the cold medicines on the market today have only one function, which is to treat colds.
Of course, our Maier Group's cold medicine will definitely...not be an exception."
"Hahaha..." Chu Nan's nonsense words immediately aroused the atmosphere of the audience, making everyone curious about how this guy could come up with new tricks for cold medicine.
"But I can tell you responsibly that the new cold medicine produced by Maier Group is completely different from all other cold medicines in the world.
Why?
Maybe you have read the information and understand it very well, because this cold medicine is divided into two pills, one white, suitable for taking during the day, and one black, suitable for taking at night."
"Perhaps ordinary people will not pay for this cold medicine at all, because in this fast-paced urban life, most people are not like the wealthy tycoons who have nothing to do all day long.
Their time is extremely tight, and they even have to squeeze out sleep time, so the cold medicine that was supposed to be solved by taking one pill ended up being divided into two pills. Isn't this just asking for trouble and trouble?
If you just read the dazzling and completely incomprehensible introduction to the principles of this cold medicine, then congratulations to the Maier Group, their product is destined to have mediocre sales even before it is launched on the market."
Chu Nan's words unceremoniously pointed out the shortcomings of this new cold medicine, which made the leaders and employees on the stage of Maier Group frown and feel helpless. Indeed, what he said was very reasonable and could not be refuted.
"The disadvantages of the new cold medicine do exist, so I asked everyone to advertise to minimize the disadvantages and highlight the unique advantages of its efficacy. I wonder what kind of creativity Lanxiang Company can solve?"
At this time, Mr. Yu said dissatisfiedly, "I spend money on advertising for sales, not for you to find weaknesses."
Chu Nan smiled at him and did not reply. Instead, he said directly, "Disadvantages are disadvantages. Even if advertising tries its best to escape, it cannot escape. Only by turning disadvantages into advantages is the necessity of true advertising!"
Turn disadvantages into advantages?
This sentence caused many people to whisper. Basically no one would believe it. It is difficult to cover up such an obvious disadvantage, so how can it be turned into an advantage?
It's simply a fantasy.
"Before talking about the core creativity of my planning project, I would like to analyze the creativity of Kaisheng Company. Kaisheng Company's advertising focuses on family cards and family cards. It vigorously promotes the effectiveness and advantages of new cold medicines, but there is no way to be selective.
Ignore, or deliberately ignore the cumbersome steps of taking medicine during the day and night. This may indeed have a concealing effect, but as long as people buy it once and use it, inconvenience is just inconvenience. Even if the effect is good, it is not a panacea.
One pill is effective, so the effect is not too different from other cold medicines. Why would they choose to buy this cold medicine for the second time instead of buying other more convenient medicines?"
Having said this, Chu Nan sneered and said, "Don't talk about feelings or emotions with the common people. The common people only value efficiency and death.
Effective and convenient medicines are good medicines. Cold medicines with cumbersome and inconvenient steps and ineffective effects will still be eliminated no matter how well sold they are.
Therefore, the advertising plan of Kaisheng Company looks very good, but in fact it is of no use.
Gold and jade are ruined on the outside, and it is like this."
Kaisheng Company's advertising creativity was dismissed as worthless, and many people scorned it, thinking that Chu Nan was a bit too much.
However, no one spoke up at this time, because they all wanted to see how creative Lanxiang's next advertisement was! "As the saying goes, everything is easy to unblock but not easy to block. Since the trouble and inconvenience are caused by this new cold medicine,
If there are any disadvantages, then we must face the difficulties and turn these disadvantages into the advantages of this cold medicine!"
When Chu Nan said this, he clicked the mouse, and soon a line of words appeared on the projector, "This is the core advertising slogan in our advertising plan!"
"Add black cold medicine to white, take the white tablets during the day and you won't feel drowsy, take the black tablets at night, and sleep well?"
Mr. Yu silently read the sentence on the projector. After pondering for a while, his eyes suddenly lit up! "Okay! This short advertisement is concise and clear. It also makes the new cold medicine need to be taken day and night."
The shortcomings immediately turned into features!”
I don’t know who shouted this in the audience, but it immediately resonated with many people.
"Yes, it is to turn the disadvantages into features, so that the new cold medicine is no longer impeccable!"
Chu Nan quoted that person's words and said confidently, "Everyone knows that colds have a common problem, which is that they make people feel confused and sleepy during the day, but they cough and feel uncomfortable at night and cannot sleep. If our new product is taken during the day,
White tablets prevent people from feeling sleepy when fighting viruses. Use black tablets at night to help people sleep until dawn and cure their illnesses. They can also make people feel energetic all day long even if they have a cold. It is suitable for most hard-working people.
As for the common people, will they not like it?
Will they not buy it?”
"So, our company's advertising creativity is to hit people's hearts with this advertising slogan, brainwash people, and at the same time match it with vivid advertising images to make people remember it more deeply! Only such advertising can touch people's hearts and be popular.
Let the image of the new cold medicine be ingrained in everyone's mind, and they will no longer think that taking medicine day and night is a troublesome thing, but a great thing to rely on!"
"Pah...pah pah pah!"
Mr. Yu from Maier Group was almost the first to applaud, and then the whole audience burst into extremely warm applause! No one was not deeply impressed by Chu Nan’s amazing advertising plan! This extremely warm applause has already
Having explained everything, Mr. Yu said almost full of praise, "Listening to your words is worth ten years of reading.
This idea can only be found in heaven, not in the human world! With the help of this advertising creative, it is difficult to predict the sales of the new cold medicine! It’s amazing, it’s really amazing, I’m totally sold on it!”
Chu Nan grinned, saying in his heart that he was not excited would be a lie, but saying he was very excited was not true.
After all, this white-and-black advertisement is a classic medical advertisement in the parallel world. It would be really weird if you don’t wow me! “Manager Zhang, I want to ask you, why is such a good advertisement only ranked last?
Moreover, the plan I saw last time was not that exciting, and the advertising slogan in it was not like this?"
While Mr. Yu was in admiration, his expression quickly dropped. He looked coldly at Manager Zhang who was already sweating profusely and said, "From submission to review, you are responsible for everything. Should you give me an explanation?"
?”
"Plop!"
Manager Zhang almost turned pale and fell to the ground in an instant, unable to stand up again...