Some time ago, an advertisement by China Merchants Bank titled "The World Is Bigger Than a Plate of Tomatoes and Scrambled Eggs" went viral on WeChat Moments.
The advertisement is in the form of a short video. It tells the story of an international student who has just arrived in the United States. I am cooking a Chinese dish - tomato scrambled eggs at a party with my friends. She couldn't cook and was in a hurry. She asked her parents in China for help. Under their parents' remote video guidance, she finally made a delicious plate of tomato scrambled eggs, which won unanimous praise from everyone. Suddenly he realized that there is a 12-hour time difference between China and the United States. His parents got up at 4:00 in the morning to record a video and teach him how to make tomato scrambled eggs. On one side is a lively party. It’s the family bond of taking videos of your kids late at night. Behind the intense conflict was full of warmth, which moistened the eyes of many people.
How could a bank, which has always been conservative, produce such a heartwarming video? An economist interviewed the person in charge of this activity of China Merchants Bank and revealed the story behind this advertisement.
1. The creative source of the video was to promote an affiliated credit card product for international students from China Merchants Bank. In the process of honing product research requirements, China Merchants Bank's credit card team distributed 5,000 questionnaires and interviewed 50 international students and 10 pairs of parents. The answers from one pair of parents were very impressive, saying that what we are most worried about is that their children are abroad. Lost contact. With the supplementary card, I will receive text messages for every purchase you make. I will know that he has eaten, paid tuition, and bought things. People don’t call often, but I can know that he is active. happy. Another classmate who had studied abroad also told a story about a past event where he attended a party while studying abroad. At that time, everyone was asked to cook a dish independently. He couldn't cook, so what he thought of was the simplest scrambled eggs with tomatoes. He subconsciously asked his mother for help, but he forgot that his mother still used WeChat voice remotely in the early morning to guide him to complete it step by step. The true story moved all colleagues. , eventually became the prototype of this video. Children can help their children when they need their parents most. No matter how late, busy or troublesome they are, parents will feel a sense of accomplishment, so the theme of the video came out, called your world. Larger than the whole world.
Therefore, a good work that touches people's hearts must be grown from a real story, not artificially fabricated!
2. How to deeply polish the video script?
After the story prototype is determined, it is time to polish the story script and various details, such as which dish to choose? In the end, they chose tomato scrambled eggs because there is no difference between the north and the south, and it can arouse more people's screams. In addition, they found that 460,000 people have searched for this question on Baidu. Should tomatoes be put first or not in tomato scrambled eggs? egg? It is a proven and effective topic that brings its own traffic, so they finally chose to use this topic as the beginning of the video and the subtitle of the video to attract readers to click and watch. In addition, they also added various conflict elements into the short 4-minute video. The liveliness of children's parties, the desertion of parents late at night; parents who want to know after they are done, and end up sending a lot of messages, and it takes a long time for children to reply, which conflicts with the parents' instant response to messages; when asked about the time difference in China, the look in their eyes changes from excitement to Conflicts between thoughtfulness, enlightenment, and emotional transformation; when the child told her that the result was a success, the mother was very happy, but the reply contained only two words and an expression, "Okay + Smiley", and those dense conflicts of details , touching people’s hearts everywhere!
3. Accurate delivery
After polishing the product details, it is about how to achieve precise delivery. Credit cards for international students are a niche product, so China Merchants Bank ultimately chose to place them in WeChat Moments, targeting people of a certain age who have experience studying abroad, spend overseas and have bank cards. Due to limited budget, they only launched in 4 cities including Beijing, Shanghai, Guangzhou and Shenzhen. The overall launch cost is 500,000 yuan. Delivery will be completed in batches from Wednesday to Friday.
With a cost of RMB 500,000, 480,000 people participated in reposting it after watching it, reaching 47 million video views. Coupled with a large number of self-media reposts, the playback volume is estimated to be hundreds of millions. Ranked seventh in the Weibo search index. They escaped the heat of Song Joong Ki and Song Qiao Fei's marriage and made history.
At the same time, this international student credit card product is being launched. More than 3,000 applications were used in 2 days, and a 5.7-fold increase was achieved!
This is the entire planning and operation of this explosive advertisement!