Chapter 305: The opponent who takes the lead
On the 9th, Jeep Proposal Day.
In order to avoid the morning rush hour congestion, Xu Chen and Sun Amy rushed to Lujiazui early in the morning.
Xu Chen took Sun Amy for a luxurious Western breakfast that cost more than 100 per person.
In fact, it’s just ordinary sausages, fried eggs, and sandwiches...
The main reason is that in this area of Lujiazui, you need to share the additional cost of rent for the store.
After breakfast, we found a coffee shop and sat for a while near the Jeep brand company.
This is a boutique hand-brewed coffee shop, and you can smell the aroma of coffee from a distance.
Sure enough, Shanghai is far ahead on the road of "petty bourgeoisie". There were already such specialty coffee shops in 2006.
The marketing concept of "specialty coffee" would have to wait until ten years before it became popular in first- and second-tier cities in China.
Shanghai is already a bit cold in October, and Amy Sun is drinking a cup of hot latte.
Since joining the industry, I still feel a little nervous every time I participate in a proposal.
When I was at Heijue, the director who led the proposal team would still show at least a little nervousness and start reading PPTs and memorizing manuscripts early in the morning.
But Xu Chen seemed really relaxed, drinking a cup of hot black tea, looking relaxed and casual.
"Boss, wait for the proposal, do you really not need me to do anything?"
Xu Chen smiled: "No, but once we get the pitch, we will probably make a storyboard.
It's hard work. ”
It seems that winning the competition is already a certainty for Xu Chen.
Sun Amy was still a little worried. After all, BBDO Tianlian Advertising opposite was also a large international 4A.
Moreover, we have been communicating with the client for a long time, and it is the director of Hong Kong and Taiwan who leads the entire creative team.
Dongchen Advertising was only a temporary participant, and it was Xu Chen's plan alone, without anyone's help.
Although Fu Yanjie and Kunlun Mountain's projects had made Sun Amy confident about Xu Chen's ability, she was still a little unsure about today's "confrontation" battle.
Of course, Sun Amy would not know that Xu Chen carried the "standard answer" in his arms, but it was chosen by the customer in his previous life. It would be strange if it was not chosen by the customer.
Moreover, Xu Chen had already judged that there would be no risk of "colliding the manuscript".
After all, in the timeline of the previous life, Xu Chen's "standard answer" was only launched online after three or four years. It was considered the second round of promotion of "Grand Cherokee" in China.
This round of promotion in the previous life may have used "ordinary" creative ideas from BBDO or other advertising companies, which resulted in it being ignored by everyone and not leaving any impression in the industry at all.
……
While the two were waiting, a group of people came in to buy coffee.
The leading middle-aged man was exquisitely dressed and had a meticulous hairstyle. He saw Xu Chen from a distance and came over to say hello:
"Teacher Xu Chen..."
Xu Chen turned around and saw that it was Vincent Liu Wenqin, the creative director of BBDO Tianlian Advertising and a creative person from Wandao.
"Mr. Vincent, what a coincidence!" Xu Chen quickly stood up politely.
Behind Liu Wenqin, there were four young colleagues, all of whom were dressed exquisitely and stylishly, with the pretentious attitude of an international 4A.
Liu Wenqin looks elegant, which is in line with the style and tone of Bay Island advertisers:
“We are very much looking forward to Dongchen Advertising’s plan, but we are still very confident in our own plan.”
The other party spoke frankly and politely, Xu Chen said with a smile:
"I am very honored to have the opportunity to learn from senior Vincent this time!"
Since the other party was polite, Xu Chen also showed his well-behaved and superb emotional intelligence.
Liu Wenqin was obviously very impressed by Xu Chen's reply and smiled gently.
After all, given his age, Xu Chen is indeed a "junior" in the creative advertising industry, and he is also a purely local mainland advertising person.
The cultural ecology of Bay Island is still influenced by Japan, and the hierarchy of "seniors and juniors" in the workplace is still very obvious.
As the "senior boss of Bay Island", Liu Wenqin naturally deliberately showed his due magnanimity and style.
Of course, there is still an element of "hypocrisy" in this. After all, the competition is to compete for business, and Xu Chen is the later spoiler...
It’s all human nature.
Liu Wenqin looked gentle and briefly introduced the four young people in the team behind him.
They are all the elite qualities of 4A international companies.
Xu Chen naturally introduced Sun Amy, and both parties greeted him politely.
The four young people opposite us all sounded like they were mainland advertising people.
They shook hands with Xu Chen and got to know each other one by one, with obvious surprise on their gentle smiling faces.
Naturally, I was still surprised by Xu Chen's age. He seemed to be the youngest person present.
Xu Chen had long been accustomed to this. No one took the initiative to ask or mention it, so he was too lazy to explain perfunctorily.
Liu Wenqin's four subordinates are all mainland advertisers, but perhaps because of their relationship with Liu Wenqin, they all still have the gentle aura of Bay Island advertisers.
Advertisers usually pursue "uniqueness", including dressing, personality preferences and many other aspects.
However, many young juniors will still take the initiative to conform to the "director's" tone and style. This can also be regarded as a little skill for survival in the workplace.
A hint of "loyalty" and "taking sides."
The 4A advertising circle these days is a "jianghu", consisting of people from mainland China, people from Hong Kong, people from Southeast Asia, and at the top there are people from Europe and America.
It is also full of intrigues, factions, etc., and is not pure.
……
Everyone drank coffee in the coffee shop for a while and exchanged greetings to get acquainted. It was almost time and they got up and went out.
Xu Chen was still polite and took the initiative to let the "senior boss" walk in front, while he followed obediently and smoothly.
……
As soon as we got out of the elevator and arrived at the door of Jeep's office, brand manager Yan Chuan had already greeted him and greeted him eagerly.
When I saw that the two teams of BBDO and Dongchen went upstairs together, I was still a little surprised, but they just smiled and didn't say anything else.
Yan Chuan led both teams to the same large conference room where the meeting was held before the National Day.
"Teachers, wait a moment, our two bosses will be here soon."
"Waiting for the order of the proposals, we need to determine it.
The content that needs to be submitted today mainly consists of two parts. The first is the basic advertising strategy and slogan, and the second is the spokesperson advertising film.
According to our random arrangement, the two parts will be submitted separately.
Basic advertising strategies and advertising slogans are first submitted by the BBDO Tianlian team, and then by the Dongchen advertising team.
For spokesperson commercials, submissions will first be submitted by Dongchen Advertising Team and then by BBDO Tianlian Team. ”
He looked at Liu Wenqin and Xu Chen respectively:
"Boss Vincent and Teacher Xu Chen, are you okay?"
Naturally, there is no problem on both sides. It is also the so-called guest doing as he pleases.
In fact, for reporting proposals, each order has its own advantages and disadvantages.
Those who report first have the opportunity to create a "first impression" on customers.
In the case of "first mover", once the customer accepts the idea of the first reporter, it will be difficult to change it.
The advantage of reporting later is that you can make temporary adjustments based on the skills of the previous report.
Generally speaking, it is roughly similar to a debate, both focusing on the logic of "persuasion".
……
After waiting for a while, the door of the conference room opened, and the Andy president, He Dachang, walked in with a smile, followed by several other people.
"I've been waiting for a long time, teachers...
Let me introduce you. This is the deputy general manager of the Jeep brand, CEO Leo Pang Ming. ”
Pang Ming walked in with a smile. He was tall and thin, wearing a neat suit and looking like an elite "returnee from overseas."
"Just call me Leo." He was still gentle and polite.
Liu Wenqin had obviously known him for a long time. He stood up and said hello, looking very warm and familiar.
He Dachang smiled and introduced Xu Chen:
"This is Mr. Xu Chen from Dongchen Advertising."
Pang Ming looked at Xu Chen, not without surprise or surprise:
"Andy told me that you are very young. I didn't expect you to be so young."
After the words fell, several young people at BBDO Tianlian looked at each other and seemed to have the same idea.
Xu Chen did not explain too much, but handed over the business card with both hands:
"Nice to meet Mr. Leo, just call me Xu Chen."
Pang Ming also handed over his business card and looked at each other carefully.
This Leo frowned and said to Xu Chen with a smile:
“Our target customer group is middle-aged uncles and successful men.
Teacher Xu Chen is so young, can he empathize with our target audience? ”
Underneath the words was a question.
Liu Wenqin smiled casually, as if he was getting what he wanted.
Xu Chen looked as usual and said with a smile:
“As advertising creatives, we need to be able to empathize with various user groups.
This is somewhat similar to the nature of an actor..."
He glanced at Liu Wenqin and said with a smile:
"For example, Mr. Vincent also made female care products before.
This is also a reflection of the professional abilities of advertisers! ”
Liu Wenqin was stunned for a moment, not expecting that the topic would come to him.
Xu Chen actually knew that he had made female care products, which surprised Liu Wenqin.
Pang Ming smiled and turned to look at Liu Wenqin.
Liu Wenqin smiled and said:
"Teacher Xu Chen is right about this.
Those of us who are creative in advertising really need to understand and feel different user groups. ”
Xu Chen smiled and said nothing more. After all, he still had to wait for the plan. Director He Dachang said: "I met Teacher Xu Chen for the first time before National Day and I was very impressed.
Teacher Xu Chen is indeed outstanding in brand insights and strategic analysis.
Moreover, he has a very good personal relationship with Xie Bingran. If we successfully cooperate with Xie Bingran in the future, it will be much more convenient for Dongchen Advertising to communicate on our behalf. ”
Obviously, this was to help Xu Chen.
Pang Ming smiled and said:
"The advertising industry is indeed a hidden dragon and a crouching tiger, as Roosevelt said:
If you don’t want to be president, you can be an advertiser...
I am still looking forward to Dongchen Advertising’s plan. ”
At the same time, Liu Wenqin, who was laughing beside him, finally turned a little ugly.
Xu Chen just smiled gently, looking modest and cautious.
He knew very well that Pang Ming and Liu Wenqin had already known each other at first sight, and they were even familiar with each other.
This close "customer relationship" will also affect the final choice of plan, and Xu Chen cannot take it lightly.
Check out the 16-9 book bar and see the correct version!
……
After the two sides exchanged pleasantries and got to know each other, brand manager Yan Chuan presided over the formal proposal report:
"Then our meeting will officially begin. The BBDO Tianlian team will first present the basic advertising strategy and advertising slogans.
The time will be stuck at twenty minutes, Mr. Vincent, thank you for your hard work..."
Liu Wenqin stood up with a smile and had already connected the projector.
His demeanor is elegant and calm, and he still has the artistic tone of a creative person from the Bay Island.
But at first glance, the sexual orientation should still be normal, just a little bit girly...
“Before we make a proposal, let’s watch a video and enter the world of ‘off-road’ together!”
In his magnetic voice, a video of more than one minute was played first.
The video content is a clip of various "off-road" scenes, paired with exciting and dynamic music, which is indeed very powerful.
Wilderness, mud, sunset.
Tires, engines, middle-aged men...
After the video was played, several middle-aged men present clearly still had emotional resonance.
There is still a threshold for growth between boys and men.
For middle-aged men with successful careers and a spirit of challenge, wilderness and adventure still have some instinctive calling.
Men are, after all, hunting animals.
……
The atmosphere of the scene was perfectly enhanced by a video.
It is obvious that Liu Wenqin also has great proposal skills. Starting with a video is a head start.
The page turned and he spoke:
“Cross-country is not just a hobby activity.
For our target customer group, it is a way of life and a spiritual sustenance.
Driving an off-road vehicle does not really mean going off-road in the wilderness.
The city is also full of adventures.
Cross-country also represents their spiritual world in the concrete jungle.
When people reach middle age, they have a successful career and have climbed countless mountains in life.
And this kind of mood and will will be emotionally released and resonated while driving cross-country.
This is also our target customer group, the deep motivation for liking off-road vehicles and off-roading..."
I have to say that Liu Wenqin’s proposal skills are truly top-notch.
Paired with his magnetic Bay Island accent, it is indeed provocative.
An emotional narrative, starting from the emotional relationship between the target users and "off-road", is indeed very moving.
At the same time, Xu Chen also knew very well that this section of the presentation was really in line with Jeep's own marketing strategy.
After a long paragraph of emotional rendering, we started to officially enter the advertising strategy part.
“In 2006, Grand Cherokee re-entered China in a fully imported form.
A new chapter for off-road vehicles and Jeep.
Our core advertising communication strategy for this promotion is to use Jeep to represent and interpret the off-road spirit.
Let consumers associate off-road vehicles with Jeep in their minds.
Off-roading is Jeep, Jeep is off-roading! ”
He paused for a moment, obviously observing the reaction of the scene, especially the two decision-makers Pang Ming and He Dachang.
It was obvious that Pang Ming and He Dachang nodded slightly, showing obvious recognition.
The core strategy has been thrown out, and the next step is the core advertising slogan.
Liu Wenqin flipped the PPT, and a sentence appeared on the screen:
【Jeep】
【Off-road, more life】
……
Xu Chen smiled.
From an advertising professional perspective, this slogan is indeed pretty good.
Coupled with the emotional rendering and strategic foreshadowing just now, if the score is out of ten, this advertising slogan can also score seven or eight.
This creative director from Bay Island does have two brushes.
Xu Chen remembered Fu Yanjie's previous pitch and other advertising people, and Liu Wenqin was considered a good opponent among the advertising people he bumped into.
……
The slogan was displayed on the projection screen, and Liu Wenqin paused deliberately to let Pang Ming and He Dachang "savour" it carefully.
At the same time, the four young people on his team were obviously a little excited and proud.
Their "director" did report very well, and this slogan is also very inspiring.
Liu Wenqin smiled and then explained:
“The core strategy is to use Jeep to symbolize the off-road spirit.
So what is the off-road spirit?
There will be many interpretations...
But from the perspective of our core target customer group, the group of middle-aged men with successful careers, this is the sentence:
‘Off-road, more life’…”
"Life is an adventure, and the urban jungle also hides all kinds of dangers.
The more free and wild you live, the more wonderful your life will be.
And beyond the wild dangers, there are also achievements in life!
This is:
‘Off-road, more life’! ”
After the words fell, Pang Ming laughed and took the lead in applauding.
Then, there was a burst of applause in the conference room.
Xu Chen smiled and clapped as well.
On the side, Amy Sun glanced at her "boss" and became even more worried.
BBDO Tianlian Advertising’s proposal is indeed quite strong!
The advertisement "Off-road, more life" is indeed very interesting.
The key is to use one sentence with multiple meanings, and have compound meanings that can be pondered.
Naturally, Sun Amy had not seen Xu Chen's plan, so she couldn't help but become worried.
At least from Amy Sun's perspective, it's hard to come up with a better slogan for a while.
Moreover, BBDO Tianlian Advertising and Jeep already have a cooperative relationship, and the relationship between the bosses is also very good.
I’m not going to lose today’s pitch...
She thought this and turned to look at Xu Chen.
But he found that his boss was clapping along with him, but his expression was still calm and composed.
……
……
Pang Ming thought about the slogan and whispered:
"Off-road, more life...
It's really good and catchy.
And the more you think about it, the better it tastes! ”
He Dachang followed:
"It is indeed true, and this sentence also matches the spokesperson Wang Shi very well.
When this sentence came out of Wang Shi's mouth, it felt very interesting! ”
Liu Wenqin's face was dull, but he was obviously very confident and happy.
Based on the feedback from the scene and his own confidence in the plan, he already felt that the report was very reliable at this moment.
The core of the basic advertising strategy and advertising slogan report in this paragraph is actually the last "advertising slogan".
The previous strategic preparation is also to deduce this advertising slogan.
Obviously, the two decision-makers, Pang Ming and He Dachang, both approved of this slogan.
In this way, Liu Wenqin put down his worries.
……
After a few more discussions, brand manager Yan Chuan switched to the computer projection:
"Now, I would like to ask Dongchen Advertising to submit a basic advertising strategy and slogan.
The same is controlled within twenty minutes...
Thank you, Teacher Xu Chen! ”
Thank you to all the adoptive fathers who donated!
(End of chapter)