Theme implantation VS brand implantation to create more valuable communication influence

Film placement advertising has attracted a lot of attention in recent years, and there are frequent implantation of major brand products in domestic films. The film has gradually become a platform for corporate brand communication. Some people even joke about a movie: they think they are watching an advertising film with a movie implanted. When we just try to turn movies into another advertising medium for enterprises, maybe some of the practices of Japanese movies can give us a broader way of thinking.

the Japanese film "Happy Flying" was released on November 15, 2008. A few days later, the box office reached 700 million yen. The good box office performance made the film itself a hot spot, and the highlights of the successful implantation of films in the aviation industry also attracted people's attention.

< strong > first collaboration between the film industry and the aviation industry < / strong >

in the early winter of 2008, Japanese films focused on the civil aviation industry, creating an unprecedented aviation film-"Happy Flight". This film covers every corner of civil aviation, real scenes and popular stories, which aptly reflects the ordinary and interesting civil aviation world that is not known to people. Such a theme has aroused the audience's attention to the civil aviation world. At the same time, all-day Airlines, as the carrier of the film, has also been publicized.

during the shooting period, the strong cooperation of all-day Airlines made a great contribution to the final completion of the film. At that time, ANA sent 30 representatives from five departments & quot; Happy Flight Project headquarters & quot; to help the crew from various aspects, including script revision, location arrangement, technical guidance, clothing lending, flight attendant consultants, etc., and even organized our employees to participate in shooting as extras. Most notably, ANA loaned a Boeing 747-400 passenger plane for free for 15 days for the crew to shoot inside and outside the cabin, the first attempt in Japanese aviation history. In addition, the crew also filmed location on a large scale at Terminal 2 of Tokyo International Airport, Kansai International Airport, Fukuoka Airport, and all Nippon Airways aircraft refurbishment Factory, which is also the first time in Japanese film history. The emergence of a large number of full-time airline logos all reflect the strong commercial atmosphere of the film. On the one hand, it not only improves the image of all-day aviation, but also gives psychological hints to the viewers of the film.

< strong > influence is more valuable than propagation < / strong >

Film marketing is nothing more than the promotion of brands through the dissemination of films, but in Japanese films, films have not only been limited to the promotion of a certain brand, but have been promoted to the promotion of the whole industry. In other words, Japanese films are carrying out vivid publicity for various industries. The cooperation between the film "Happy Flying" and the aviation industry is a good proof. Similarly, after the release of the burial Master in 2009, it immediately aroused the public's attention to the Japanese funeral industry, and there were even news reports that many audiences decided to join the industry after watching the film. We have to exclaim that as a communication channel, the influence of film is huge. This kind of influence has not only stayed as a communication channel, but also a kind of spiritual influence based on cultural value. Film is not only a kind of media, but also a kind of cultural product. It can not only spread information through projection, but more importantly, the film can affect every audience through itself.

it is very important to enhance the value of the film. Through the film to spread the brand image is only the use of the most basic function of the film, we can dig deeper into the value of the film, the communication into an impact, so that the film affects the values of consumers, the concept of brand.