Chapter 307 He actually used the little girl as a gunman!
After Xu Chen finished his report, the big boss Pang Ming's evaluation of "very much recognized, very fond, very much agreed" was a definite conclusion.
Although Pang Ming is asking for everyone's opinions, who would dare to give them?
Xu Chen remained silent, but understood Pang Ming's intentions very well.
This is an occasion for pitching. Dongchen Advertising and BBDO Tianlian are in a tit-for-tat situation.
Advertising creativity and advertising slogans are both perceptual and creative content, and there is absolutely no perfect solution.
If you really want to make an opinion, you can finally make some "nit-picking" opinions.
Pang Ming gave the sex directly and blocked the mouths of those people from BBDO Tianlian first.
Xu Chen was still a little emotional. Previously, he was worried about whether there was some private relationship between Pang Ming and Liu Wenqin.
It seems that Xu Chen is thinking too much.
As the big boss of the brand, Pang Ming still considers issues rationally and objectively from a perspective that is beneficial to his company and brand.
Since Dongchen Advertising's plan was obviously superior, Pang Ming obviously didn't want to waste time on it.
Instead, push things downward and backward quickly.
This kind of decisiveness is indeed a qualified business leader.
Unlike some leaders in the system, at this time, they have to come out to "make peace"...
……
After Pang Ming finished speaking, naturally no one could speak again.
He smiled and turned to look at Liu Wenqin:
"Mr. Vincen, do you have any suggestions?"
Liu Wenqin smiled awkwardly:
“Teacher Xu Chen’s plan is indeed superior.
BBDO surrendered. ”
However, he looked frank and direct, which made Xu Chen admire him.
However, in this case, no matter how much Liu Wenqin entangles him, the situation will appear to be too small.
Pang Ming smiled and winked at brand manager Yan Chuan.
Yan Chuan stood up with a smile and continued to host today's report:
"Then we will submit the second part of the report, the advertising film plan of the two spokespersons.
According to the established reporting process, it will start with Dongchen Advertising and end with BBDO Tianlian Advertising. ”
Xu Chen was about to get up, but Liu Wenqin suddenly said:
"If Teacher Xu Chen doesn't mind, let me come first."
Xu Chen was stunned for a moment, not understanding what the other party meant.
Liu Wenqin smiled gently:
"The previous advertising slogan proposal gave me a new understanding of Dongchen Advertising and the ability of Mr. Xu Chen.
I think...
It would be better for us at BBDO to report at the front, to ‘suggest ideas’, and it would be more appropriate for Dongchen’s advertising to be the finale. ”
This tone is very sincere and natural.
For Xu Chen, there is actually no difference in the order of reporting before and after.
But he still looked respectful and serious, and said in a deep voice:
“Vincent really spoke strongly. It’s a lucky chance that Dongchen’s advertisement can be recognized by everyone.
I also benefited a lot from BBDO’s plan. ”
He paused:
“I will listen to Vincent’s arrangements for the plan report of the commercial film.”
He was also polite and his words were flawless.
Liu Wenqin smiled and nodded. Obviously, these two or three simple sentences also made him feel that Xu Chen was "difficult to deal with" and that he indeed had a high IQ and EQ.
The proportion of words is very appropriate.
And this is precisely the embodiment of absolute confidence.
……
……
Liu Wenqin no longer hesitated and stood up:
“Then it’s up to me to ‘suggest ideas’ first!”
Yan Chuan has switched to the screen projection PPT, and Liu Wenqin has also taken over the page turning controller.
“The biggest difficulty in the commercial is to integrate the two spokespersons Wang Shi and Xie Bingran.
Even if it is divided into two films, they still need to be integrated conceptually or formally, otherwise it will look like two different promotions..."
"BBDO's plan is to use the form of a story to unify Wang Shi and Xie Bingran under the advertising concept of 'off-road, more life'..."
“Our ‘creative concept’ for the commercial is:
[Appointment for a cross-country trip]. ”
After that, Liu Wenqin spent a long paragraph introducing the idea of this commercial, and even included a few foreign reference films.
Xu Chen listened silently, but couldn't help but frown a little.
The inheritance of the advertising slogan and the link with the Jeep brand were quite natural, but the unfolding of the "feature film" made Xu Chen feel a little "uncomfortable".
The commercial film sets up Wang Shi and Xie Bingran, who have achieved great "life-spanning" achievements in the fields of business and sports respectively. In their private lives, both of them "love cross-country".
So this couple, who had been friends for many years, made an "appointment" for a cross-country trip in the Northwest one weekend.
……
The general content of the commercial is:
After a day of board meetings, Wang Shi was invited to play golf. He said he "had an appointment," looking mysterious.
On the other side, Xie Bingran stepped down from the podium. Her teammates invited her to a celebration banquet. She said that she "had an appointment" and looked full of expectations...
After that, there were scenes of the two of them packing their luggage and taking a flight.
In the end, the two met in the sunset desert in the northwest, drove into the Grand Cherokee and Wrangler respectively, and galloped in the desert. At night, they gathered around a bonfire in the Great Gobi.
……
Liu Wenqin was still very excited when he said that the BBDO Tianlian Advertising team had even drawn a specific storyboard script.
Finally, Liu Wenqin made another closing statement:
“This setting can integrate Wang Shi and Xie Bingran into Jeep’s brand tone.
At the same time, they were given the status of ‘Jeep owners’, and through an off-road scene in the Northwest, the off-road beauty of our two main models was fully demonstrated. ”
……
Amy Sun listened carefully and couldn't help turning her head to look at her boss.
From Amy Sun's point of view, this idea is actually quite satisfactory and pretty good.
Generally, advertisements for domestic car brands will not be too creative, because too creative ideas may affect the style and tone.
Liu Wenqin's advertising film is generally very creative, especially using the concept of "crossing a cross-country road" to cleverly connect the two spokespersons together.
The display of their respective careers and achievements in the competition in the first half is to take on the "cross-country", and the scenes in the northwest desert in the second half are naturally an intuitive rendering of "cross-country"...
But Sun Amy found that her boss frowned slightly and didn't look very happy.
She couldn't help but asked in a low voice:
"Boss, isn't this... bad?"
Xu Chen lowered his voice and said:
"How can my Bing go on a 'date' with an old man?!
What a late night bonfire...
Even if Brother Bing’s fans agree, I won’t agree...”
Amy Sun was stunned for a moment, but she almost laughed out loud.
It seems that the boss really cares deeply about Brother Bing.
……
……
After Liu Wenqin finished speaking, he seemed to look more confident.
The BBDO team was indeed fully prepared. They found several high-quality reference films and even drew detailed storyboards.
If the illustrations for this storyboard script were drawn by an outside illustrator, the production cost would be at least ten or two hundred thousand...
Liu Wenqin smiled and put the page-turning controller back on the table.
"Big Boss" Pang Ming nodded, still showing his approval.
“Thank you Vincent for your wonderful report!”
As he said that, he also took the lead in applauding.
Pang Ming paused and then looked at everyone: "Do you have any questions or opinions?"
Slightly silent.
But many people, intentionally or unintentionally, looked towards Xu Chen.
Of course Xu Chen had objections, and asking Xie Bingran to have a "late-night date" with Wang Shi would be a big problem.
But the problem is that Liu Wenqin had a very low profile before the report. It would be a bit unreasonable for Xu Chen to "attack" at this time.
In business situations, which also involve subsequent cooperation, politeness and emotional intelligence are still required.
After weighing the situation, Xu Chen just smiled gently and did not speak.
Brand Director He Dachang seemed to think about it for a moment and said:
“I quite like this idea, especially the theme of ‘going on a cross-country date’!
We also hope that Jeep consumers and car enthusiasts can also ‘make an appointment for a cross-country trip’ on weekends or holidays.
Therefore, the theme of this commercial can also be simultaneously made into an offline event. ”
Pang Ming thought for a moment and nodded without speaking, obviously agreeing with it.
Liu Wenqin's face was gentle, but he couldn't help showing a hint of pride.
It seems that the disappointment encountered in the previous commercial report was finally countered at this moment.
Liu Wenqin paused, and when no one else spoke, he looked at Xu Chen:
"Teacher Xu Chen, do you have any suggestions?"
Xu Chen's expression did not change, he smiled and said:
“This commercial, overall, is quite appropriate!”
Seeing Xu Chen say this, Liu Wenqin just nodded slightly.
But there was a trace of loss in his seemingly gentle eyes...
In fact, in Liu Wenqin's heart, he still hoped that Xu Chen would "find faults" and tell a lot of problems.
He reported first and deliberately lowered his profile, just to see this "young man" arrogant and proud, and to pick out a lot of faults about the commercial.
Faults can be found in any commercial or any advertising creative idea.
However, "nitpicking" and "maliciously attacking opponents" will still be bad for one's character.
Before the report, Liu Wenqin had lowered his posture very low, deliberately creating an image of magnanimity, humility and weakness.
If Xu Chen jumped out to "find fault" at this time, he would be playing into Liu Wenqin's hands.
For Pang Ming and He Dachang, the two bosses of the brand, choosing an advertising company to cooperate with is also choosing a future "partner."
No one wants to work with an aggressive, petty person who doesn't weigh the team and external partnerships.
Even if he is very strong in business and has excellent abilities...
But what Liu Wenqin didn't expect was that this young man, who looked less than twenty years old, could be so calm and confident.
Not only did he not come out to find fault, he also clapped his hands and gave a few compliments without any pain.
……
Brand manager Yan Chuan stood up:
"If there is no doubt, we have asked Mr. Xu Chen to submit the commercial plan of Dongchen Advertising..."
Before Xu Chen got up, he glanced at Sun Amy inadvertently.
Amy Sun seemed to understand instantly.
She adjusted her round glasses, looked at Xu Chen and said timidly:
"Boss, can I ask a question?"
Xu Chen pretended to be stunned.
Before he spoke, Pang Ming smiled and said:
"Of course I can!"
Xu Chen smiled awkwardly and said to Sun Amy:
"Then please be brief."
Liu Wenqin had already sat back, but a hint of imperceptible anger flashed across his smiling face.
I never expected that this little girl would be used as a gun user...
... Amy Sun adjusted her round glasses again, looking harmless.
She said timidly:
"I am also a fan of Xie Bingran, so I am actually a little worried.
Among the fans, they all call Xie Bingran ‘husband’, and they still like her a little...
If Xie Bingran went on a ‘date’ with a rich old man and had a ‘late night bonfire’, I think some fans would be unhappy.
Moreover, there has been so much news about having a mistress and finding a godfather in the past two years. If we shoot commercials like this, will people with ulterior motives make a fuss about it?
I'm a little worried because the other spokesperson, Wang Shi, also has a hard time accepting it. ”
……
As soon as the words fell, the conference room fell into silence.
Pang Ming and He Dachang looked at each other and exchanged complicated looks.
Obviously, the problem mentioned by the Dongchen advertising girl is indeed a problem.
Check out the 16-9 book bar and see the correct version!
Wang Shi said that he had an "appointment" and then ran to the desert to have a "late night bonfire" with an eighteen-year-old girl. It was indeed a good thing to make a fuss about.
Liu Wenqin's face became extremely ugly.
He never expected that his "wonderful idea" could be interpreted from this perspective and in this way.
The key problem is that this interpretation is very "fatal".
All companies and brands are most worried about encountering public opinion and public relations crises during their marketing activities.
The interpretation just given by this young girl from Dongchen Advertising undoubtedly put a “public relations crisis” on BBDO’s advertising creative.
Liu Wenqin looked at Xu Chen and Sun Amy and gave a silent bitter smile.
……
Xu Chen cleared his throat, but smiled awkwardly.
That look seems to say: The kid down there is ignorant, don’t mind...
Xu Chen put on a cute smile and said to Sun Amy:
"Amy, you are thinking too much!
In addition, for bonfires and the like at night, you can also set up a few more characters and actors, and they may not necessarily be Wang Shi and Xie Bingran! ”
It sounded like he was trying to find someone to compensate Liu Wenqin and blaming his subordinates.
But perhaps only Liu Wenqin could hear that Xu Chen was "clearing the relationship".
Sun Amy blinked her round eyes, showing an innocent look.
……
But everyone else was silent.
Xu Chen verbally said that Amy Sun "thought too much", but now that the problem had been pointed out, when she looked back at the idea, she had to think more.
There are appointments, late nights, bonfires, rich old men, eighteen-year-old girls...
Even if a few more local people are thrown in, the embarrassing association can no longer be resolved.
Who would have thought that this inconspicuous little girl from Dongchen Advertising would "hit the mark" in just a few words, making BBDO's creative advertising film an impossible plan to be selected.
Liu Wenqin finally lost his pretended calm smile, and now he was frowning and his face was extremely ugly.
Several of his subordinates looked at each other, feeling a little embarrassed.
……
……
Seeing the strange scene, the big boss Pang Ming came out again and laughed, saying with a smile:
"Let's listen to Teacher Xu Chen's plan first!"
Yan Chuan quickly stepped forward and had already switched the PPT on the projection.
Xu Chen stood up again with a smile and picked up the page turner on the table.
Everyone looked up at the projection with different expressions.
For the brand owners, Pang Ming and He Dachang, Dongchen Advertising’s next plan seems to have become the only option.
They couldn't help but secretly promise in their hearts, hoping that Xu Chen's plan would not be too far-reaching, otherwise they would really have no choice today.
……
Above the projection, there is another advertising slogan previously reported:
【Not all Jeeps are called Jeep】
Xu Chen slowly said:
"We say 'not all Jeeps are called Jeeps'...
So, what makes a Jeep a Jeep? ”
Xu Chen continued to flip through the PPT, and a Jeep model from the World War II era appeared on the projection.
“Jeep was born in World War II, wearing the flames of war and glory.
General Patton said: With Jeep, I won North Africa, captured Sicily, liberated Paris, and ended the Third Reich...
Eisenhower said: Jeep is the first of the "three weapons to win the war"...
In the 1950s, the first Jeep in mainland China was presented as a National Day gift, and the reference model was the M38A1...
In the 1980s, Beijing Automobile introduced Grand Cherokee Jeep technology..."
“What makes a Jeep a Jeep?
It’s the past, it’s history, it’s these stories…”
Xu Chen paused, then changed the subject and said again:
"So...
What makes a king’s consciousness a king’s consciousness?
What is it that makes Xie Bingran become Xie Bingran? ”
"Similarly, it's their past, past, and stories about them."
"This is the creative concept of our commercial:
‘No story, no life’…”
“When submitting the advertising slogan earlier, Vincent always mentioned that as a luxury car brand, it still needs style, style, and tonality!
We chose plain and easy-to-understand vocabulary for the advertising slogan, so the advertising film needs to follow the style and tone. ”
Xu Chen smiled and said again:
"Due to the limited preparation time, we did not have time to prepare the storyboard. The following is just a conceptual interpretation of the commercial film.
For this commercial, we will use a stream-of-consciousness image narrative, which is similar to a music video to put it bluntly.
Use the core copy to string together the overall advertising narrative.
The picture shows Wang Shi and the Grand Cherokee, Xie Bingran and the Wrangler...
The setting sun, the wilderness, the mountains and the long river, the solitary smoke and the flock of sheep.
Engine and Longhawk, tires and mud...
As for the copywriting of the commercial, while sticking to our theme, it will also fit the identity and tone of the spokespersons Wang Shi and Xie Bingran. ”
Saying that, Xu Chen flipped through the PPT again, and the core copy of the commercial appeared on the projection:
【Some people...
It can impress you without revealing your identity or showing off your wealth.
Some stories...
There is no need to cater to other people's opinions, as long as you follow your own direction, it will be exciting enough.
Everyone should have their own story.
Or passionate and unrestrained, or quiet and joyful.
Either gorgeous or lonely.
Or for the people around you...
Or to find your true self.
You get to decide how it starts, you get to decide how it's told.
Without stories, there is no life.
Not all Jeeps are called Jeep】
……
……
Xu Chen spoke eloquently, and his tone gradually stopped.
He stopped, looked at the reaction below, and smiled.
The two bosses, Pang Ming and He Dachang, were still looking up at the copywriting with somewhat moved expressions.
Liu Wenqin frowned slightly, not knowing what he was thinking.
The four subordinates behind him remained silent, but couldn't help but show "convinced" expressions.
Behind Amy Sun's round glasses are round eyes. She looked at her boss with many little stars in her eyes.
In the conference room, there was gradually the sound of discussion.
At first, it was just Pang Ming, He Dachang, and Yan Chuan from the Jeep brand discussing in low voices.
But after a while, Liu Wenqin and several of his subordinates couldn't help but participate in the discussion.
"You don't need to reveal your identity or show off your wealth to impress you...
Wang Shi will definitely like this kind of copywriting!
It should be said that all big bosses and entrepreneurs will like it very much! ”
"Warm, unrestrained and gorgeous, this is Xie Bingran!
Rejoicing in solitude and enjoying solitude, this is Wang Consciousness!
This is so apt! ”
"No...I think Xie Bingran is lonely too."
“‘No story, no life’, this can actually be turned into an online user activity!
In our previous offline consumer meetings, a very popular interactive session was for our car owners and entrepreneurs to share their stories with each other! ”
“This has a very high style and a good tone!
Although there is no storyboard yet, the imagined scenes are already very good! ”
"Yes! And Wang Shi and Xie Bingran can be filmed separately, and the execution is relatively easy.
There is no clear story line, but every scene can be shot well! ”
……
Xu Chen had already sat back and didn't say anything.
Amy Sun turned to look at her boss, as if she was eager to say something, but in the end she said nothing.
She picked up a bottle of water from the table, unscrewed the cap, and handed it to Xu Chen respectfully.
……
……
At this point, there is no longer any suspense in this pitch.
In terms of slogans and commercials, Dongchen Advertising is a "complete victory".
Undoubted and resounding.
As for BBDO, a large international 4A advertising company, its project team was led by creative people from Bay Island and was crushed in every aspect.
Pang Ming and He Dachang are still discussing the matter of advancing Xie Bingran's endorsement.
Dongchen Advertising's plan is not only reliable, but also full of surprises, so there will be no doubts or obstacles in promoting Xie Bingran's endorsement.
Xu Chen was also very happy.
Xu Chen "fulfilled his mission" by successfully catching this project that Brother Bing had given him.
It was agreed that Brother Bing and Brother Bing would "achieve mutual success and be evenly matched". Brother Bing was already a national champion sports star, so Xu Chen had to work harder.
Xu Chen couldn't help but do the math in his mind. The "little rich woman" had successively won the endorsement advertisements for Kunlun Shang mineral water and Jeep. The total income was a few million, right?
Instant feeling...
There’s pressure again!
While Xu Chen was thinking about this, his phone suddenly vibrated.
Xu Chen looked down and found that it was a message from the "little rich woman":
“Come see me on the weekend.
I miss you. ”
……
(End of chapter)