Du Lala's magic suspense: Can you eliminate the bad trend of embedding advertising

spoiler: special shows about love, fashion, the workplace and many consumer brands. Suspense: will it sweep away the vulgarity of product placement?

& nbsp; & ldquo; there are two ways for women to be unhappy, one is to eat, the other is to buy things. & rdquo; this is the mantra of the heroine (played by Xu Jinglei) in du Lala's Promotion (hereinafter referred to as du Lala), which was released on April 15. Don't think she's just talking. Once, after a quarrel with her boyfriend Wang Wei, she quickly drove a Mazda MX-5 home. & nbsp; at a time when the novel of the same name has already become a hot market, the biggest suspense of the film is whether it can make Xu Jinglei the first female director in China to earn more than 100 million at the box office. In addition, it has the potential to create another landmark case: rectify the name of product placement and make film and television productions another high-quality attention resource that advertisers compete for. & nbsp; as a new form of advertising, product placement has not appeared in China for a long time, but now it is almost reduced to a derogatory term. The reason is that a large number of blunt product placement ads in this year's CCTV Spring Festival Gala triggered a flood of bad reviews, before that, audiences have also accused Feng Xiaogang of "if you are the one" and Hunan TV TV series "Ugly Girl Invincible" the appearance of product brands in the form of too naked. The reason for the audience's exasperation is not only because these advertisements are too rampant, but more importantly, their compulsive scenes are objectionable, almost ignoring the audience's IQ. This will not only hurt the film and television works themselves, but also hurt the relevant brands. & nbsp; people naturally ask: why can the audience accept James & middot; Bond fiddling with Sony products in Casino Royale and Kelly swaggering around in Manolo & middot; Blanik (Manolo Blahnik) halter dresses in Sex and the City? According to Kate & middot; Sailer, a partner in BCG's consumer behavior business, this is possible because the characters in the film are defined by their wardrobe and the products they use. Kelly, for example, is a fashionable and imaginative writer, so she & ldquo; needs & rdquo; uses Apple Mac computers to wear clothes that equally fascinate audiences. To sum up: the location and scene of the product placement coincide with the storyline. More than 20 advertisements have been implanted in nbsp; du Lala, including cars, computers, mobile phones, black tea, Thailand Tourism Board, chocolates, cosmetics, etc., all related to cities and white-collar workers. & ldquo; from the feedback from the movie viewing activities before the release, the audience did not show any disgust, and the audience was able to understand these advertisements for this light type of comedy. & Jiao Aimin, producer of rdquo; 's du Lala, told Global Entrepreneur. There is no doubt that if anyone can pull the product placement out of the negative impression of the audience, who will achieve the greatest success in the market. & nbsp; strong > Black Tea and Erguotou / strong > & Xu Kai, Deputy General Manager of content Marketing and Product implantation of nbsp; in Publicis Communications Group, believes that the rationality of implantation between du Lala and Mazda MX-5 lies in one of them & the invisible link of ldquo; & rdquo;, which he summed up as the deconstruction of ldquo; brand DNA”. Mazda MX-5 is positioned as a mid-range sports car suitable for urban fashionable women, and when du Lala's career in a foreign company slowly improves and has a certain amount of savings, it makes sense for him to buy such a private car. & nbsp; on the contrary & the rural uncle played by Zhao Benshan in the ldquo; CCTV Spring Festival Gala mentions the name of an input method several times and appears stiff because the product of this network era is not quite in line with the consistent impression given by farmers. & rdquo; Xu Kai told Global Entrepreneur. He believes that deconstructing the ldquo; brand DNA” is the first factor in the success of product placement, just like the natural connection between 007 and famous cars and watches & ldquo; & rdquo;. The Chevrolet New Sail, which appeared in the country Love Story, is also a relatively successful case of product placement, which is planned by nbsp; Bo Media. Why did Wang Xiaomeng buy Chevrolet? This stems from her envy when she saw the technicians from the city driving the new Sail. Wang Xiaomeng, as a new career woman who grew up in the countryside, also fits well with the brand DNA of New Sail. Xu Kai revealed that after the hit of "country Love Story", the sales of New Sail increased rapidly in the northeast.

du Lala producer Jiao Aimin says he adheres to three principles of advertising placement. First of all, the product can be integrated with the plot. For example, Lipton Black Tea, there is a scene in which the hero Wang Wei works overtime late at night. Du Lala, who is also in the office, pours him a cup of black tea. This plot seems very natural. At the same time, the love and warm demands that customers want to express have also been reflected. & ldquo; in this kind of plot, it is impossible to appear Erguotou. & rdquo; Jiao Aimin said. The second principle of nbsp; is to find the combination of the protagonist's role, character, occupation and product. The third principle is that the product plays a leading role in the development of the plot. For example, in du Lala, someone mistakenly sent an email through his mobile phone, which was seen by people who should not have seen it, and the plot took a turn. When shooting the close-up of sending mobile mail, the mobile phone brand also & ldquo; by the way & rdquo; appeared. & nbsp; in addition to these dominant implants, there are some recessive implants in du Lala. Throughout the play, the accessories worn by the heroine Xu Jinglei come from the brand created by Xu & ldquo; & rdquo;, but it is difficult for the audience to find its brand LOGO. & ldquo; is open & Fu Rao, head of rdquo; brand operations, told Global Entrepreneur that they hope the audience will start by liking the accessories Xu wears and then buy them out of curiosity, thereby indirectly boosting market sales. & nbsp; in order to make this fashion blockbuster worthy of its name, the producers paid a lot of money to hire famous stylist Patricia & middot; Field (Patricia Field) to shape the characters in the film. To the Chinese audience, Field's representative works are far more famous than herself, that is, "the Devil in Prada" and "Sex and the City". Every dress and accessory that appears in du Lala has to be carefully selected by her, and some even have to ldquo; a makeover before rdquo; has a chance to appear. The Lotto slanted T-shirt worn by du Lala in the film is by far the most effective product of ldquo; implant & rdquo;, thanks to Field's ldquo; Magic cut & rdquo;. & nbsp; strong > Science and Magic / strong > & nbsp; & ldquo; product placement has a variety of carriers, such as movies, television, anime, stage plays, sketches, sitcoms, and even concerts, talent shows and other activities. Hu Zongjing, director of film business at rdquo; Youyang Media Group, told Global Entrepreneur. In a word, the whole entertainment industry is the delivery channel of product placement, and in terms of past successful experience, placement in films tends to achieve better market effects. & nbsp; has also attracted companies like DMG Entertainment Media Group to test the Chinese film market last year, co-investing with China Film Group in the Founding of the people's Republic, du Lala and director Ning Hao's latest film, No Man's Land. Middot; Dan Mintz, founder and chief creative director of DMG, told Global Entrepreneur that product placement, like the film itself, & ldquo; storytelling & rdquo; 's ability is crucial. Traditional advertising and film placement advertising-ldquo; is very difficult to blend together & rdquo;, should be treated differently. The reason is that traditional advertising is based on the product, to create a story for it, and then create influence. On the other hand, product placement can take advantage of the existing story and influence of the film. The greater the influence of the film, the greater the chance of successful spread of the product, the key is how to integrate. & nbsp; Dan says his method of judging whether a film has commercial investment value is simple: Science (science) and Magic (magic). First, according to scientific and meticulous market research to find the major trend of film themes, so as to judge the commercial prospects of the next film. Ratings, box office and other are the most intuitive reference data, and through the Internet to understand-ldquo; public opinion-the focus of rdquo; attention is also very important. In addition to ldquo; Science & rdquo;, we also need to know how to make the best effect & ldquo; magic & rdquo;. Take du Lala as an example, its novel has become a bestseller, but whether it can be successfully remade into a film is uncertain, which requires excellent judgment of the film. & nbsp; & ldquo; Chinese film market is the fastest growing market in the world, but how to use marketing to do further commercial development of the film is still in the exploratory stage. & rdquo; Dan & middot; Mintz said that & ldquo; first needs to redefine the commercial value of the film, refresh the director's concept, and establish a professional risk prevention system and monitoring model. The film is not an advertising film, it needs to impress the audience with the help of top creativity and rich connotation, so as to highlight the commercial value. & rdquo; (Feng Zhao also contributed to this article)