100 Kinds Of Expressions Of Shanghai Expensive Wine To Shanghai: The "New Life" Of A Brand

On December 20, 2020, the 2020 China brand value management forum and the 15th China brand "Golden Elephant Award" finals and award ceremony, sponsored by 21st century economic report and co sponsored by Genyuan consulting, were held in Shanghai Grand Hotel on the Bund as scheduled.

The six outstanding cases selected for the annual finals have their own characteristics. Among them, "Shanghai expensive wine · my 100 kinds of confessions to Shanghai",

I handed in a different answer sheet.

New brand highlights

He Lin, from Shanghai guijiu, opened with a radio program and shared the case of "my 100 confessions to Shanghai" made by Shanghai guijiu and Shanghai radio.

From May 20 to May 27, in order to be grateful to the city of Shanghai, Shanghai guijiu and Shanghai radio station jointly planned the activity of "Shanghai expensive liquor · my 100 kinds of confessions to Shanghai". During the special epidemic period, it created an atmosphere of gratitude for confessing to the city and arranged a lighting ceremony for the city to respond to love.

"What kind of brand is Shanghai expensive wine? I haven't heard of it. " He Lin explained that it was only on May 20 that Shanghai's expensive liquor really made its voice, "we call this action the rebirth of a city and the rebirth of a brand."

"How should a new brand appear, what kind of communication channels should be selected, and how to launch this voice campaign? This is an advertising brand case completely planned and completed by the brand owner. In order to reach every consumer more quickly and let more urban residents hear it, we chose radio. "

The reason for choosing 5.20 is that this year's 5.20 is a millennium day, which is called "the day of the century". "At that time, Shanghai started to take off masks and thank the city's guardians. At that time, confession was the most important node." The choice of 5.27 is due to the victory day unique to Shanghai. On May 27, 1949, Shanghai was liberated. The first media to make sound was Shanghai radio. "Shanghai expensive wine has the name of Shanghai localization, and the wine has the carrier of emotion, which can be perfectly combined in this activity."

The year 2020 is a very special year. During the epidemic period, the Shanghai government has issued a series of measures to warm the hearts of the enterprises, so that the enterprises can feel the warmth and encouragement, and the people living in the city can feel the care. On the occasion of 520's voice for love, Shanghai guijiu and Shanghai radio station jointly launched an advertising campaign to the city to express gratitude for Shanghai's efforts during the epidemic period and for the development and struggle platform that Shanghai has always provided, and encourages everyone to thank Shanghai together.

The activities spread through the combination of online and offline, covering the whole city in an all-round way. The advantages of Shanghai radio station will be brought into full play online. Through five radio stations (involving youth, fashion, news, financial intelligence and public welfare), it will spread throughout the city with the power of voice. Offline, in Shanghai's airports, subway stations, buses and other traffic intensive and eye-catching gold advertising space can be seen everywhere, creating a warm advertising atmosphere throughout the city.

The most creative idea of the event is to arrange a lighting ceremony for city love on May 27. On the special day of Shanghai Liberation Day and Shanghai People's Broadcasting anniversary, a lighting ceremony was arranged on the Bank of Huangpu River, and well-known anchors and singers were invited to perform live.

In just eight days, more than 5000 quotations were collected. People of different ages and classes expressed their attachment and love for Shanghai in their own way. It is reported that the event has won the fourth broadcast Super Bowl top ten activity case award.

Emotional ties in the digital age

He Lin introduced that Shanghai guijiu is a liquor group, "we have more than ten SKUs and more than ten brands. Our case in May is more inclined to the spread of corporate brands, that is, the spread of the name of Shanghai expensive liquor. In the product linkage, a Maotai flavor liquor, which has won the international liquor competition, has set up a special packaging in two months after May 27, which is the Shanghai confession bottle. We will give liquor to the guardians of some cities, and through Shanghai Radio related activities, we will link liquor with many enthusiastic citizens, and integrate the products into the follow-up of the activities. "

It is reported that in the specific landing, SMG broadcasting will be used as the annual broadcasting activity to provide resource support. "In the long tail effect that followed, these commercials lasted for nearly two months. They were more about the continuation and spread of love brought to the city by brands and broadcasting, rather than advertising buying behavior."

In the digital era, brand building faces more diversified choices and more complex consumer preferences.

"In fact, everyone who makes a brand is thinking about what ties the brand and consumers connect through in the digital era. We believe that the emotional link is the brand's continuous vitality."

At the final of the Golden Elephant award, Deng Honghui, deputy editor in chief of Nanfang finance and economics all media group, Secretary of the Party committee and chief editor of the 21st century newspaper, said that under the influence of the sudden and global epidemic, the conventional consumption scene has changed greatly, and a new consumption era is coming, which calls for new brand practice and brand creation.

This is the original intention of the "Golden Elephant Award" finals. It is reported that this year's "Golden Elephant Award" has been highly concerned and actively participated in by the brand marketing community. The jury has received more than 200 applications from outstanding enterprises, involving mobile Internet, 3C, FMCG, finance, automobile, e-commerce, Ota, real estate, daily chemical, clothing, mother and baby, medicine, alcohol and other industries.

"Brand is an important embodiment of the comprehensive competitiveness of enterprises and even the country, and is the direction of upgrading the supply side and the demand side." Deng Honghui said, "today we gather together to explore the latest development trends of the industry and learn the successful experience of brand practice by mining outstanding cases of the year."