Chapter 341 The boss’s benchmark project
Vanke Center, the coffee shop on the first floor of the park.
A gentle sister who looked to be in her thirties walked in, and Liu Wenqin hurriedly greeted her.
After saying hello to both sides, I brought him over to introduce to everyone:
"This is Mr. Wang's secretary, Sister Cindy."
"Hello everyone, I am Chen Xin."
Chen Xin wears a dark business suit and rimless glasses, and looks easy-going.
Wang Shi, the founder of Vanke, has several secretaries. Cindy Chen Xin in front of him is mainly responsible for administrative docking related work.
Similar to today's meeting reception, she was responsible for arranging it.
Liu Wenqin was obviously very familiar with Chen Xin and helped her introduce others to her.
The most important ones are of course Xu Chen from Dongchen Advertising and director Bao Junsen.
The two parties exchanged business cards, Chen Xin looked at Xu Chen a few more times, and said with a smile:
"Our boss is waiting to meet Mr. Xu...
I just didn’t expect that Mr. Xu would be so promising at such a young age. ”
Liu Wenqin: "Sister Cindy, I have told you before that Teacher Xu Chen is very young."
Chen Xin smiled gently: "But I didn't expect that she would be so young."
……
Chen Xin led everyone into the Vanke Center building.
The elevated elevator hall looks extremely grand.
Chen Xin swiped the card to open the access control, and a large group of people followed him into the elevator hall.
Wu Feifei looked very well-behaved and followed Xu Chen closely.
Chen Xin: "The boss is still in a meeting. I will take you to the conference room first. You may have to wait for a while."
Liu Wenqin: "It's okay, we'll just wait."
……
The elevator goes straight to the 36th floor.
It turns out that the entire floor here is filled with conference rooms of various sizes.
Most of the staff who were having a meeting inside were wearing shirts and suits.
Among all industries, finance and real estate are relatively "pretty". Larger companies basically require formal attire or uniforms.
In fact, in a certain sense, real estate companies themselves are very similar to financial companies.
After all, in the past decade or so when domestic housing prices have skyrocketed, the financial attributes of a house are far greater than the residential attributes.
Large conference room.
Pushing the door open, you are faced with a large floor-to-ceiling glass, overlooking the sea of "Dapeng Bay" from a distance.
Some sailboats can be vaguely seen, slowly traveling on the water.
A group of people couldn't help but admire:
“The scenery is so beautiful!”
“It’s really nice to work here!”
Xu Chen remained silent, but he didn't care in his heart.
Even good scenery can be boring.
Even in a company with such a beautiful scenery, if you face a job and colleagues you don't like every day, you still want to escape every moment.
Making the office environment "high-end" is also a common practice of many companies.
But it cannot hide the workplace strife, suffering and exploitation behind it.
Little do they know that many employees of large companies who have a bright appearance lead an extremely unhappy and devastated workplace life every day.
……
……
Chen Xin asked an administrative colleague to bring some drinking water and then left first.
The directing team sat down at the conference table, connected the computers, and rehearsed the contents of the proposal.
Xu Chen and Liu Wenqin were chatting casually.
Vincent, the manager from Wan Dao, has the unique gentleness and politeness of Wan Dao men, and he is also very talkative.
In the Jeep project, Liu Wenqin and Xu Chen are already considered bound partners, so they no longer have too many wariness and fears about each other, and they can be considered candid with each other.
Xu Chen looks very young, but his professionalism in advertising creativity has long left Liu Wenqin speechless.
After a business trip to the northwest and contacts during this period, Liu Wenqin found that this seemingly young creative man from mainland China was also extremely mature and appropriate in terms of experience and how he treated others.
On the one hand, he couldn't understand it, but on the other hand, he was even more impressed by "Little Mr. Xu".
……
Ten minutes later, there was a knock on the door of the conference room from outside.
The door was pushed open, and secretary Chen Xin walked in first:
"Mr. Wang is here."
Then five or six people walked in together, and it looked like a huge formation.
The person at the front is none other than Wang Shi, the founder of Vanke.
He has a slightly arrogant smile and is thin but not too tall.
Unlike others who wore formal attire, Mr. Wang wore a jacket and jeans, looking very casual.
"I apologize to you, I'm ten minutes late."
Wang Shi said with a smile.
Liu Wenqin had already stepped forward and shook hands with Wang Shi.
It was obvious that he and Wang Shi were indeed familiar with each other.
In the conference room, people from BBDO Tianlian, the director team, and Dongchen Advertising also stood up.
It was the first time for many young people to meet the so-called "business boss", and they still unconsciously showed some nervousness and timidity.
Naturally, this also includes Wu Feifei, who has not yet entered the workplace.
Xu Chen actually found it a bit funny.
In fact, in terms of "comprehensive strength", Wu Feifei's father Wu Yongming is not inferior to the so-called "business bosses" at all.
In the domestic environment, the energy of a "mayor" is far beyond most people's imagination.
Some people on the so-called "Forbes list" may have to bow before the "mayor".
……
Liu Wenqin introduced Xu Chen of Dongchen Advertising and director Bao Junsen to Wang Shi.
When Xu Chen handed over the business card with both hands, Wang Shi showed a surprised look, and then said with a smile:
"You are indeed very young."
Xu Chen just smiled politely and said nothing more.
Everyone sat down, and another male secretary behind Wang Shi reminded:
"Please pay attention to your time. Mr. Wang has many meetings in the afternoon."
There will be no further delay and today's meeting will begin.
It was mainly director Bao Junsen who reported, still using his very unfluent Hong Kong language.
The content of the report is a Jeep brand film. The shooting content of spokesperson Wang Shi is roughly the same as Xie Bingran’s shooting frame.
The first part is to shoot the print advertisement in the studio.
Xie Bingran mainly photographed the Jeep Wrangler, and Wang Shi naturally mainly photographed the "old man's" black Grand Cherokee.
For the convenience of the spokesperson, a studio will be arranged in Pengcheng for the filming, and two vehicles will be transferred by the local Jeep dealer.
The second part is the video shooting part from western Sichuan to the snow area.
Bao Junsen reported according to the script structure and put together a full day's shooting schedule.
There are two main shooting locations involving Wang Shi, one is Shangri-La and Meili Snow Mountain in western Sichuan, and the other is around Mira Pass and LS in the snow area.
There are also some additional time-travel and adventure shots that will be completed by stuntmen and do not require the special participation of spokesperson Wang Shi.
The report was overall smooth. Wang Shi raised a few specific questions about the itinerary, but he didn't raise too many questions.
Director Bao Junsen spent about half an hour to go through the overall script and shooting plan.
The last page of PPT stops at an overall shooting schedule.
The rightmost column is the copy of this commercial.
Wang Shi tapped his fingers on the table, seemed to think about it for a moment, and asked:
"Is the advertising copy in this plan really written by Mr. Xu Chen?"
Before Xu Chen spoke, Liu Wenqin smiled and said:
"It was written by Teacher Xiao Xu. This is absolutely true."
Wang Shi looked at Xu Chen:
"Sorry, I still find it incredible.
This set of copywriting is very insightful and can reflect some of the inner feelings of so-called old men like me...
I personally value this advertising cooperation with Jeep quite a bit. I also showed this set of advertising copy to several friends, and they all found it very touching.
I really can't understand how Teacher Xu Chen, who looks so young, can write such impressive things. ”
Most people in the conference room, including the BBDO team and the director team, have seen Xu Chen's proposal or plan, and naturally knew that it must be the work of "Teacher Xu Chen."
It was the first time for Wu Feifei to see this plan, and also the first time to hear that it was created by Xu Chen. It really refreshed her knowledge.
She almost didn't understand the so-called advertising creativity, but after listening to the director's report just now, she felt that this commercial was very cool, very professional, and had the feel of a "blockbuster."
Unexpectedly, it was actually created by Xu Chen?
How many things are hidden on him? ! ……
Regarding Wang Shi’s questions, Xu Chen still needs to give a positive answer and explanation:
"This plan is indeed my own...
For advertisers, empathy and insight are the core underlying abilities for creativity.
In a certain sense, creative people are very similar to actors and need to assume different roles.
Faced with different customer groups, different products and brands, creative people need to gain insight into the inner feelings of users and audiences with different identity backgrounds and different spiritual worlds.
Only in this way can we have the ability to advertise products of different categories..."
Xu Chen was still concise and to the point, without elaborating too much.
Wang Shi roughly understood it, smiled and nodded slightly:
"It seems that advertising is not easy to do. It takes a lot of talent."
He paused: "There happens to be a promotion project here at Vanke. I'll ask Mr. Xu to help me with some ideas later."
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Xu Chen: "Mr. Wang, you are very polite. I am very honored to be of service."
Sure enough, there are projects waiting for Xu Chen here at Vanke.
It’s not in vain to get up early and fly over here.
……
The report on the shooting plan here is basically over, and overall everything went smoothly.
A secretary from Wang Shi stayed behind and needed to confirm some shooting details with the director's team.
In addition, Wang Shi’s filming schedule and schedule still need to be finalized.
Wang Shi invited "Mr. Xiao Xu" to his office for a detailed discussion.
Wu Feifei from Dongchen Advertising naturally followed.
……
38th floor.
Wang Shi's office was not as "spacious and huge" as he imagined, nor was it too luxurious or exaggerated.
But the view of the sea outside the floor-to-ceiling glass is still refreshing.
Xu Chen and Wu Feifei were sitting on the sofa, and the secretary had already made a pot of tea.
Wang Shi sat down with the cup and said with a smile:
"Let's get down to business."
He waved his hand back again, and a male secretary came over with a notebook.
"This is Zhou Kai, he will handle the project matters."
Zhou Kai looked polite and greeted Xu Chen politely.
Wang Shi then spoke:
“In fact, I rarely get involved in specific projects, but the current project Vanke is working on is really important.
This will be a benchmark top-level villa project built by Vanke in the next ten years.
But I am very dissatisfied with the current advertising packaging solutions...
I personally admire Mr. Xu’s advertising for Jeep.
The 'user insights' you just mentioned should have something in common with the target users of our villa project, so I would like Mr. Xu to take a look at it.
Of course, if Mr. Xu is interested, we can still discuss it through formal business cooperation. ”
Xu Chen: "No problem. We at Dongchen Advertising are honored to have the opportunity to cooperate with Vanke.
Let’s take a look at what kind of project it is first, and then we’ll see how to promote it appropriately. ”
Wang Shi smiled and waved to Zhou Kai beside him.
Zhou Kai took over the conversation instantly:
"Let me introduce this project to Mr. Xu first!"
With that said, he opened the document on the computer and began to give Xu Chen a brief introduction.
When Xu Chen saw the project name on the computer, he smiled unconsciously.
"Rancho Santa Fe" is an iconic high-end villa project of Vanke.
In the previous life, the "Rancho Santa Fe" advertisement was also a classic case that has been circulating in the industry for a long time.
The creator at that time was a well-known advertising person in mainland China, the "leader".
Classic advertising copywriting such as "It doesn't have a certain height and is not suitable for being so low-key" has profoundly affected the copywriting trend of domestic real estate advertising.
Later, many high-end real estate advertisements imitated the creative route of "Rancho Santa Fe"...
When Xu Chen saw that it was the "Rancho Santa Fe" project, he felt confident.
Wang Shi just said that there is no approved plan yet, so it is estimated that the "head" has not yet intervened in this project, and Xu Chen has the possibility of "cutting off".
Of course, to be on the safe side, we still need to verify it later.
Secretary Zhou Kai briefly introduced the project status to Xu Chen while flipping through the documents.
The so-called "Rancho Santa Fe" comes from a small town in Southern California, USA.
It is known as "the richest town in America" and is home to top tycoons such as Bill Gates.
The "Rancho Santa Fe" high-end villa project built by Vanke integrates the profound cultural heritage and architectural style of Southern California, striving to create a low-key but luxurious lifestyle...
The first phase of the villa project is under construction in Shanghai and will be launched in Pengcheng next year. After that, it will be constructed and launched in core cities across the country.
……
After Zhou Kai gave a rough introduction, Wang Shi spoke again:
“I am not happy with the project’s marketing team.
This project should set a benchmark for Vanke, but the current promotion plans given to me by the team are very ordinary.
Villas are luxury goods.
It must be in style...
I communicated with the team, but they didn’t understand what I meant by ‘style’. In fact, I couldn’t explain it either.
But after I read the plan and advertising copy written by Teacher Xu Chen for Jeep, I understood it instantly.
That's the style I want!
An emotional and spiritual style that resonates with our target users. ”
Wang Shi frowned, stood up and paced:
"The difficulty with this matter is that the target customer group of 'Rancho Santa Fe' is the truly rich and successful.
Our house sells for tens of millions or tens of millions, and the buyer is worth at least tens of millions or over 100 million.
It is difficult to gain insight into such a target customer group.
It is difficult for ordinary young people who work in advertising to understand their hearts...
This is the biggest problem and difficulty. ”
He looked at Xu Chen again:
“We found several planning companies for this plan, and the plans they came up with were all terrible.
Also includes Vincent Liu Wenqin here...
I'm not satisfied with the plan.
Therefore, I also want to see if there can be any new breakthroughs on your side, Mr. Xu Chen. ”
Xu Chen did not respond in a hurry, but asked:
"Can you show me some of your current advertising plans?"
Zhou Kai did not flip through the document in a hurry, but turned to look at Wang Shi.
Wang Shi waved his hand:
"I showed it to Teacher Xu Chen. They were all very ordinary and tacky things.
I didn't like it very much.
I also showed it to my friends and they also said it was very tacky.
It’s difficult for an advertisement like this to lift the tone of Rancho Santa Fe. ”
Zhou Kai had already turned on his computer and placed several proposal documents from advertising companies in front of Xu Chen.
Xu Chen flipped through it roughly and became convinced.
Among them, there is indeed a plan from BBDO Tianlian Advertising, and there are also plans from several other large 4A companies, such as Ogilvy and Saatchi & Saatchi.
And there was indeed no "leader" plan, so Xu Chen felt relieved and could boldly cut off Hu.
Xu Chen clicked through the documents one by one, feeling a little disgusted.
They are all ordinary real estate packaging plans. Indeed, as Wang Shi said, they are a bit tacky.
Asking some young advertisers with a monthly salary of 10,000 to 20,000 yuan or even several thousand yuan to imagine the spiritual world of a billionaire will naturally lead to a sense of fragmentation.
The advertising copy in the plan also reveals embarrassment:
"Hidden in the city..."
"Above the big city, hidden merit and fame..."
"Treasure for a lifetime, rare villa..."
"A very small villa for very few people..."
……
Xu Chen roughly finished reading and then said:
"Dongchen Advertising can come up with a conceptual plan first and take it to the project team to take a look."
Wang Shi smiled:
“Don’t show it to the project team, they are unreliable!
Just show it to me! ”
(End of chapter)