It is hard to say that it was because of his confidence in the box office that Zhuo ran dared to contract this "porcelain work", or because he contracted this hard bone, the box office of "Ten Cold" achieved such a result. Cause and effect can not be verified, but it is certain that, as a newcomer, Zhuo ran fully demonstrated their creativity and execution in this marketing campaign.
before "Ten Cold", no one could imagine that a domestic animated film could earn more than 100 million at the box office. As a low-cost, star-free cartoon, it is quite surprising to get such a result.
animated feature films have never been the box office leader of domestic films. Except for the "Pleasant Goat and Grey Big Wolf" series, which focuses on primary-age and the parent-child type, whether it is "Kuiba", which is touted by the elite, or "McDull", which relies on the brand break into, its domestic box office can not compete with Disney and DreamWorks cartoons. although "Ten Cold" has accumulated 1.7 billion views on the Internet, it is still unknown whether fans who are used to watching on the Internet are willing to buy big movies. This unknown revolves around the hearts of every project participant at the beginning of filming, and only Zhuo ran, a newcomer in the film industry, believes that "Ten Cold" can create miracles. in fact, they did contract the marketing of "Ten Cold" in the end. helped the film make 110 million of the box office. It is hard to say that it was because of his confidence in the box office that Zhuo ran dared to contract this "porcelain work", or because he contracted this hard bone, the box office of "Ten Cold" achieved such a result. Cause and effect can not be verified, but it is certain that, as a newcomer, Zhuo ran fully demonstrated their creativity and execution in this marketing campaign. & nbsp;
strong > entered the film marketing industry by chance & nbsp; withstood the pressure and won the" ten cold "project & nbsp; / strong >
Zhuoran Film General Manager Zhang Jinchang said that he is a mixed brand army. Zhang Jin originally came from a traditional advertising background and served traditional corporate customers such as real estate and automobiles. Zhuoran's employees also came from different fields.
Zhuo ran first entered the film industry through his own business channels. About two years ago, Zhuo ran had cooperation with Wanda, and at that time, Zhuo ran found that the form of cooperation between Wanda cinema and the film side was relatively single, and the brand cooperation was relatively thin. "We think we can combine film resources and brand funds with the cinema chain, so that the three parties can achieve an effect of 1: 1, 1: 1, and 1: 1 is greater than 3." Zhang Jin said.
Zhuo ran's first attempt was" 101st proposal ". In this project, Zhuo ran successfully promoted the tripartite cooperation between the jewelry and diamond brand Aidu, the cinema and the film. After this successful attempt, Zhuo ran officially started a project related to film promotion at the end of 2013. Zhuo ran also received a notice when the "ten cold" publicity was carried out last year. "it is no exaggeration to say that at the beginning, people did not have full confidence in this project, including Wanda, Xuan Zong and Youyou. Because it is a small cost, and there are all kinds of commercial implantation projects in the early stage, everyone is holding the mentality of trying. Therefore, as a new company, Zhuoran has the opportunity to participate in the bidding of "ten cold". " Zhang Jin said.
in the terms of service of the "Ten Cold" project, in addition to the basic service fee, there is also a box office reward, but Zhang Jin now looks back that this clause is very harsh. As long as the box office base exceeds a certain amount, there will be a box office reward, and the basic service fee is very low. If the reward amount is not reached, it is likely to be in vain. Zhuo ran was optimistic about the general situation of the industry, with a fighting mentality to beat many well-known publicity companies in the industry, and finally won the project. strong > "four or two thousand pounds" marketing war & nbsp; focuses on doing great things / strong > although he has gone through many difficulties to get this project, in fact, the real problem has only just begun. At first, Zhang Jin had no way to start with this project and didn't know what to do. We all hope to give "Ten Cold" a distinctive tonality, but no one can think of what this tonality is, and the final answer is constantly summarized and sublimated in the process of implementation. take the standard word of the film title as an example, there have been several editions that everyone is not satisfied with. Finally, Zhang Jin suggested using the original font of "Shileng" and beautifying it on this basis. Although the original font is ugly, it carries the fans' initial memories of it. in August, during the first press conference, the tone gradually became clear. As the overall budget is very low, only more than 2 million, and only hundreds of thousands of funds for activities, how to hold a frugal and high-grade press conference made Zhang Jin nerve-racking. In the end, Zhang Jin suggested that instead of dispersing his troops, it would be better to spend all the money on this press conference, and other conferences could not be done, but to pull up the tone through this one, the film finally approved this way. Returning to the theme of the article, "four or two poking thousands of pounds", to achieve such an effect, concentration is the first priority. Since resources are already insufficient, it is possible to seek a breakthrough only through concentration. Use all the resources as the fulcrum to pry the maximum result. this press conference successfully reversed the impression of "Ten Leng" in the minds of many people. This is not a subset of Internet scum painting style, but a big movie with a complete exquisite story. It has high-end packaging and teasing temperament. It is a work in line with the aesthetic of the Internet era, both high-end and approachable. "Shileng" is a film without star artists. At first, Zhang Jin was very worried that there would be problems in the media, but unexpectedly, many journalists themselves were fans of "Shileng". They took the initiative to learn about the project and take the initiative to participate in the promotion of the project. I have to say, this press conference played a great role, and the tonality of "ten colds" was pulled up. the idea of "concentrate on doing great things" was successfully applied at the press conference, and then carried out in the overall communication thinking. Zhang Jin said that for the "ten cold", the core and most vulnerable people are the hardest fans of the "ten cold", and it is easiest to spread to them, because they like the "ten cold". They will take the initiative to seek relevant information. The circle outside the die-hard fans is some people who have seen "Ten Cold" but are not fans. They may also pay attention to the message of "Ten Cold", but they will not actively seek it like fans. The outermost circle is that they have not seen "Ten Cold" at all. People who don't know what "Ten Cold" is. in order to achieve the best communication effect, Zhuo ran has joined a new media team of more than 100 people to release various materials and interact with netizens. What I am trying to influence is the fan group of the "ten cold" who are closest to the movie, as I just said. Then, like the spread of dandelions, let them become the main body of the second spread, and use the ripple effect to influence the people in the second and third circles. In this way, fans have become a channel for Zhuo ran to spread, as well as a lever of four or two dialing thousands of pounds. & nbsp; strong > focus on fans step by step & nbsp; fully mobilizes all kinds of resources / strong > although the budget is tight, it has strong sponsors and co-producers. To the intensive publicity period, the initial rule of "focus on doing great things" is no longer used, the full deployment of all resources, the maximum allocation of resources is the due meaning of brand cooperation. at the beginning, Zhuoran mobilized Sina's new media resources to warm up on social media, and this stage mainly affected core fan users. The second stage began to use SUNING's resources. SUNING incorporated the characters from the "ten cold" movies into their TVC advertisements, did focus and subway advertisements in more than 50 cities across the country, and got the largest range of people to arrive, covering all three circles, especially for the outermost circle. At the same time of the second stage, Zhuo ran also did a lot of activities online and offline. In addition to cooperating with various new media platforms, he also dragged the director to a number of colleges and universities across the country to give lectures. This kind of propaganda has almost no cost. Except for the director's transportation expenses, the venues are all provided by the school itself. However, the effect of this kind of propaganda is very good, because the fans of "Shileng" have a high proportion in the student group, and everywhere they go, the two directors are warmly welcomed by the big stars. After the explanation of the activity, the school will also use the school media and the local media they often cooperate to promote. It can be said that these resources are earned free publicity. To the third stage, Zhuo ran began to use Guevara's resources, including 10 yuan for tickets, as well as some creative special shows, such as the Daiwa special show. after the movie was released, Zhuo ran was even busier than before. They were busy collecting user feedback and spreading it. At this stage, Zhang Jin was pleased that the stars who had not had a budget before began to take the initiative to spread the "Shileng", retweet Weibo, post their comments, and so on. What makes Zhang Jin reflect is that perhaps in the era of new media, the resources bought with money are not easy to use, and the free resources earned through good works and good dissemination can get the best results. another thing that makes Zhang Jin think is how to create synergy rather than separate all kinds of resources from all sides. Although there are different key points in each stage, in fact, in the spread of "ten cold", all kinds of resources have been opened up. For example, Sina connects the resources of Xiaomi and Guevara by posting ticket stubs purchased in Guevara on Weibo and drawing lottery prizes including Xiaomi mobile phones. strong > creativity can not be found & the most important thing in nbsp; implementation / strong > Zhang Jin believes that creativity is often impossible to find. Many companies talk about creativity easily, but in fact creativity is the most unreliable. do it in a down-to-earth manner, generate as many ideas as possible, and use it to produce qualitative changes, which is what marketing companies need to do. The final feasibility of the idea, the degree of completion is more important than the idea itself. A 100-point idea, if not implemented well, may only have a 60-point effect, but a 60-point idea, if implemented in place, may get 80 points. "of course, 100 points of creativity plus 100 points of execution is of course the best, but ideas sometimes come out of collision, so it is hard to say who belongs to them, so what we can accumulate is mainly the experience at the implementation level. We often say that Zhuo ran is a diligent company, not a simple creative company, because it is very powerless to talk about creativity alone." Zhang Jin said. strong > position marketing function is underestimated & nbsp Internet thinking concludes O2O Marketing closed Loop / strong > the online effect is more and more exaggerated today, Zhang Jin pays more attention to offline power instead, he thinks that what can be really felt by people has more spreading power, in addition to the vision and hearing that can be satisfied by the new media, there should also be a sense of touch, smell and taste, which cannot be spread through new media, which is called five-sense marketing. Take the "one step away" train as an example. Without spending a penny, Zhuo ran won millions of free publicity for the film through the free space provided by the mall and the production costs shared by several sponsors. The event was also returned online through fan photos, forming a communication closed loop. in terms of five sense marketing, theme cinema is a very good form. Zhang Jin believes that at present, the position resources of the cinema line have been seriously wasted, and many issuers have put forward the theory of "the uselessness of the position." they think that it is useless to set up cards in the cinema, the cinema is also very distressed, and the license occupies a lot of places without any effect. In fact, it is not that the position is useless, but that the brand is useless. If you change it in another way, you can turn decay into magic. For example, Zhuo ran planned a projection cabin for a film, in which couples kissed and hugged, the silhouette would be cast on another wall, and the audience could take pictures. This form does not cost much more, but the actual effect is much better than setting up a brand. Many people are talking about Internet marketing, but what is the most important thing about Internet marketing? Zhang Jin believes that Internet marketing requires executors to put the thinking of the Internet in front of any event planning from the very beginning, whether it is a flash movie. how to get these activities back online? how to make users willing to interact and share with you when participating in online activities? only in this way can we really understand Internet marketing. & nbsp; the success of "ten cold" allows Zhuoran to show the industry their excellent resource integration ability and execution ability, as well as the marketing strategy. Zhuoran's employees come from a variety of industries, so Zhang Jincheng calls himself a motley army, but perhaps it is because this motley army has different genes in various industries that it sees things differently from other companies in the industry. It is understood that Zhuoran has also undertaken the marketing planning and new media operation of Wanda Cinema for the whole of 2015, and with the help of the power of channels, the film and cinema positions can be better combined, allowing audiences to interact with the film in the cinema. it can also help the film spread new online topics. This year, Zhuo ran helped many cinemas try this theme cinema on "Penguin of Madagascar" and "Museum fantastic Night 3" and achieved good results. in any case, the new industry of film marketing is still groping, and everyone has opportunities and risks. What is the most suitable marketing model for the film is still inconclusive, in this context, everyone's attempt is commendable. And those who succeed will be remembered by the market forever.