"Very Perfect": A 4-minute product placement split into seconds

for the film "perfect" starring Zhang Ziyi, which was a hit during the Lunar New year festival a few days ago, a well-planned Mercedes-Benz implant show is on ldquo; & rdquo;.

according to Shang Yang, the planner of Mercedes-Benz ads in the film, even Zhang Ziyi's seemingly ordinary interview, some links are carefully planned in advance.

& ldquo; Mercedes-Benz challengingly chose the GLK350 debut in Sex and the City. Before that, Mercedes-Benz never unveiled this car. & Xin Xin, national executive creative director of rdquo; Shangyang Media and managing director of Beijing, analyzed that Mercedes-Benz chose film placement advertising has its consistent tradition, and the key to its investigation is to see how well the film matches the car itself.

& the selection of ldquo; films is very important. & rdquo; Xin revealed that Mercedes-Benz was "perfect" when promoting B-class luxury sports wagons and GLK-class luxury medium-sized SUV models. There are two reasons, one is that Zhang Ziyi's influence is valued, and the other is that the temperament of the film is very consistent with the stylish and elegant positioning of the model. I have considerable confidence in the box office of this urban romantic comedy. A good script and the influence of stars become the final box office guarantee of "very perfect". In 2009, the film with similar themes ranked third at the box office, ensuring the effective arrival rate of advertising to a certain extent.

for most viewers, the cooperation between Mercedes-Benz and "very perfect" mainly appears in the film. How to make Mercedes-Benz appear in the film, not only unobtrusive, but also act as an important protagonist, then every step comes from the careful planning of the creative team. & ldquo; long before the film was filmed, we got the outline of the film's story and carefully planned how to insert advertisements appropriately according to the development of the plot to achieve the best results at the same time. According to Leslie yao of Shang Yang Media, the main director of the rdquo; project, & ldquo; shows Mercedes-Benz footage for a total of about 4 minutes throughout the film, but this crucial 4 minutes is used in seconds. & rdquo; therefore, in the movie, the audience can see Zhang Ziyi, Yao Chen and Lin Xinru planning & ldquo; revenge plan & rdquo; in the Mercedes-Benz car. Mercedes-Benz GLK becomes Su Zhixie's car, Su Zhixie is going to propose to Zhang Ziyi in the Mercedes-Benz car and develop a new relationship with Fan Bingbing in the Mercedes-Benz car. The placement advertisement in the film is not the simple advertising shot seen by the audience in some films before, but is closely glued to the plot and becomes another important actor in ldquo; & rdquo;.

that's not enough, of course. It is necessary to repeatedly deepen the public's impression of Mercedes-Benz around the film incident. As a result, the team led by Leslie yao planned a series of event marketing. In his view, in addition to the placement of advertisements in the film, from the film shooting to the premiere, publicity period of every link can not be missed, & ldquo; is a package & rdquo;. It is understood that simple advertising implantation in film marketing has gradually shown a weakening trend. For example, for Huayi, which is already experienced in advertising, product placement is only part of the cooperation, film publicity activities, distribution channels of media dissemination, and so on, whether customers can cooperate in an all-round way is also the focus of consideration.

In addition to starring in the film, Zhang Ziyi undoubtedly played an important role in the marketing process of the film. During the filming, Zhang Ziyi repeatedly mentioned Mercedes-Benz sponsorship in an interview, laying the groundwork for the placement of advertisements in the film. When watching the movie, the audience will naturally look for Mercedes-Benz ads. Secondly, the advertisement of Mercedes-Benz is also specially inserted in the advertising film before the film is shown. After the film entered the promotion period, Mercedes-Benz also followed the whole process, all kinds of media created momentum for the film, using the influence of films and actors, the advertising image of Mercedes-Benz was further rooted in the hearts of the people. & ldquo; stars, for example, will naturally mention Mercedes-Benz in an interview. When rdquo; was following the film for national promotion, Mercedes-Benz also provided a special car for Zhang Ziyi and others, so it was very easy for entertainment journalists to mention Mercedes-Benz when they wrote about the travel details of Zhang Ziyi and others.

Leslie yao especially emphasizes the film premiere. In this segment, Shang Yang planned a customer relationship maintenance session, inviting Mercedes-Benz dealers and customers to attend the premiere. Zhang Ziyi's multiple identities as a star, producer and owner of Mercedes-Benz further glued "very perfect" to Mercedes-Benz.

< strong > effect evaluation < / strong >

Mercedes-Benz ranks first in terms of audience awareness of the brand of "perfect" placement, accounting for 94%, according to a research report on the effectiveness of "perfect" placement advertisements released by Arne Consulting. After watching the movie, the audience also ranked in the top three in terms of the memory of the brand and the plot of the movie.

< strong > expert comments < / strong >

< strong > BBDO Business Director Lu Jianjie < / strong >

the investment of product placement is only a bright spot in the marketing of advertisers. To maximize this bright spot, we should cooperate at all levels such as hard advertising and ground activities before and after release, and its investment should be far greater than the cost of simple implantation. From the current domestic trend, more and more advertisers have found the necessity of integrated marketing, but it is obviously not professional in design and implementation.