New regulations on TV advertising promote implant placement, Wenzhou companies are keen on implant advertising

Recently, the Nanka women's clothing brand created by Wenzhou Jiayang Clothing put 23 pieces of its women's clothing into the filming of "Invincible Ugly 3". Previously, Aokang sponsored "Invincible Ugly 2" to provide leather shoes for the male protagonists, and the French School provided clothing for "New Shanghai", red, yellow and blue provided children's clothing for "Pay", and the Hollywood blockbuster "Transformers 2" significantly launched Metersbonwe's LOGO. More and more Wenzhou companies are beginning to be keen on product placement advertising and devote themselves to it.

Jiayang Clothing tried on clothes for "Invincible Ugly"

Recently, Hunan Satellite TV launched the TV series "Invincible Ugly 3" reappearing on the screen. Many invincible fans found that the show's actors Su Lei, Li Anqian, etc. were wearing this year's hottest products such as Chanel and Nanka. Among them, NUCUA is a women's clothing brand operated by Wenzhou Jiayang Clothing Company.

According to Wang Tian, the company's general manager, in the early stages of planning and filming of "Ugly 3", the crew's stylists searched Shanghai and other shopping malls for suitable costumes, and immediately caught on to South Carolina's style. Later, we approached Wenzhou Jiayang Clothing to request cooperation: South Carolina would provide costumes for the actress of the show, and words such as the South Carolina brand would be presented in the series.

It is understood that in addition to providing costumes for the actresses in the play, Jiayang Clothing also launched a series of costumes in the Invincible drama. The product series is refined into the Lei series, the Qian series, and the Dai series based on the names and styling characteristics of the characters in the play. Customers can choose any suit according to their own dressing style and preference for the characters in the play.

Since Su Lei and Li Anqian in the drama "Invincible Ugly 3" are currently representatives of the backbone of the urban fashion consumer market, they pursue themselves while not forgetting to enjoy a high-quality life. The dressing philosophy advocated by South Carolina is in line with this.& rdquo; Wang Tian believes that through cooperation, the South Carolina brand naturally implanted into the plot of the play, spreading the brand proposition that charm transcends beauty.

This is just the latest case of Wenzhou companies participating in product placement advertising for brand products. In fact, as early as many years ago, Wenzhou had companies involved in product placement advertising cooperation. For example, red, yellow and blue, and Senma. Recently, it is like Metersbonwe's Transformers 2 cooperation.

Wen Qipin implanted advertisements into film and television dramas

In June 2003, the film "Forever Nanxi River" was filmed in Wenzhou, and the crew stylist accidentally chose red, yellow and blue costumes as designated children's clothing. This cooperation made red, yellow and blue children's clothing very popular at that time. Many children who had seen the movie specifically wanted to wear red, yellow and blue children's clothing.

Red, yellow and blue children's clothing, which has tasted this kind of marketing benefits, has been looking for this method of cooperation. In mid-May this year, they got another opportunity. The crew of the movie "Pay the Pay" approached them and asked them to provide costumes. The child actors in the play will all wear red, yellow and blue children's clothing to star. The main reason is that the fashionable, casual, and childlike styles of red, yellow and blue children's clothing are favored by the crew, adding a casual and fashionable temperament to the humorous tone of the film.

Xu Shunwu, spokesperson of the Red, Yellow and Blue Group, believes that companies are now increasingly keen on embedding brand advertisements in film and television dramas. More reasons are the improvement of corporate marketing awareness and the requirements of companies to integrate corporate culture and brand into all aspects of people's lives. Film and television dramas provide such a platform, and of course companies are happy to do it.

At the end of last year, CCTV's annual drama "Youth Stage" was launched in Beijing. The film brings together popular stars such as Han Geng, Joey Rong, Huang Yi, Zhang Junning and Zheng Xiyi. It is worth mentioning that all costumes starring in the show are sponsored by Semima, which is also the first time Semima has attempted product placement cooperation. As a co-production unit, Senma will not only create a series of costumes for all the leading actors in the show, but will also invite the crew to the Senma store to shoot the scenes. At the same time, in order to cooperate with the promotion of the play, Senma also launched a series of youth stage costumes during the Spring Festival.

In this regard, Liu Danjing, executive vice president of Semir Group, said that this was the fastest and most courageous decision ever made by Semir Group. If Semima wants to reach new heights for its brand, it must also make new breakthroughs in its promotion methods. This is a useful attempt by Semima. If the expected results are achieved, Semima will adopt more such brand promotion methods in the future.

Behind the competition of Wenzhou companies to embed advertisements in film and television dramas, in addition to the obvious reasons for the obvious effect of product placement, there are also some promoting effects of new advertising regulations.

New TV advertising regulations promote placement”

Recently, the State Administration of Radio, Film and Television has issued a series of relevant management measures to regulate TV advertisements. The duration of an advertisement during TV dramas should not exceed 90 seconds each time. The new management measure, which will be implemented next year, also stipulates that TV stations cannot advertise more than 12 minutes per hour.

After the advertising restriction order was issued, satellite TV stations across the country urgently formulated response plans. The biggest change is the form of advertising. Implant placement has become the main marketing method for many satellite TV stations to shoot film and television dramas. Not long ago, Hunan Satellite TV's "Invincible Ugly" and Anhui Satellite TV's "Happiness Must Be Strong". These homemade dramas all aim at advertising placement. It can be said that product placement will become a new battlefield for major TV stations.

This campaign has also made more Wenzhou companies aware of the business opportunities of product placement advertising. According to a survey of Hejin Film Data, Metersbonwe's audience memory of "Transformers 2" advertisements is more than 95%, and 80% of viewers expressed their preference for this advertising method.

Relevant people believe that embedding corporate product advertisements in film and television dramas is implicit advertising marketing in marketing. It cleverly treats brands or products as an element in the carrier media plot, and hides advertising content in a certain plot., making them an important part. Invisible advertising is a breakthrough in traditional advertising forms. As an active penetration marketing method, it is undoubtedly very suitable for such an information age.

For companies, TV dramas often take thirty to forty episodes, and ready-made clothes shelves for celebrity models have to go back and forth for a month in front of people's eyes, and sometimes they are even broadcast repeatedly. With such frequent appearances, but no trace of advertising is felt, it is enough to make other marketing methods far behind. This may also be an important reason why Wenzhou companies are keen on this.