"Campus", a strong gathering and spreading consumer field, is undoubtedly the marketing treasure land that all the major brands are competing for. With the arrival of the school season in 2021, the post-00s have become the absolute force on college campuses, and they have also become the new main consumer.

As the aborigines of the digital age, the post-00s are closely related to the development of the Internet. They have a stronger desire to express themselves, even more people can become independent content producers, and the whole group is more willing to pay for good content. Refuse homogeneous expression, refuse to heavy preaching, compared to the bundled argument, more impressed by them, is the zqsg "resonance".

This year's wave of the opening season, Jingdong together with the agency 180, can be said to have carried out a low-key upgrade, so that people can see the real "resonance".

All along, Jingdong has subdivided a shopping section specifically for students enrolled in major colleges and universities across the country. Verify your student status with your student ID card to enjoy exclusive student prices, education discounts, and many other benefits. Prior to this, it was officially referred to as "Jingdong Campus Flower YOUNG Member". But such a vague name, in the first level of communication, lost a large number of users. Because of the lack of understanding, few people will specialize in the study, what is the use of this membership.

In this year's communication, the two sides can be said to have made a bold reform. However, rather than creative innovation, it is more accurately described as a communication battle that starts from the product side and combines creative precision expression.

Starting from the station update, the university shopping section was redefined as "Jingdong Student Welfare Club", borrowing the concept of university clubs, and the target audience, attributes and uses of the product were directly stated. Communication is always more important than words.

And in terms of content, targeting the post-00s group with deeply resonant stories is the best way to impress them. Everyone who is about to enter college is looking forward to, excited, mixed with nervousness and unknown. Strange cities, strange campuses, and even if you avoid the pitfalls in advance through the Internet, there are still a lot of unavoidable difficulties. This VIDEO cuts straight to the heart of the matter, and takes a precautionary step to help newcomers to the university.

The film uses a large number of hand-held footage, surveillance footage, with this more objective third-person perspective to present the original appearance of university life. In a way, this is also closer to the video creation habits of the post-00s, giving people a sense of dislocation in the scene, inadvertently creating an immersive experience of watching the movie.

After watching the whole movie, I believe everyone fell into the magnetic and magical voice-over. As I said earlier, the 00s, who have a strong desire to express themselves, dislike homogeneous expressions even more, and Internet "black language" is the biggest derivative of this characteristic. Normal narrative angle and tone can hardly arouse their interest. The film wisely chooses a strong style of accent, using the most serious phrases to tell the most ridiculous jokes, the difference between the narrator and the screen, and the interplay of written language and Internet vocabulary, creating a huge surprise.

The other highlight of the whole communication is undoubtedly a visual plane that seems to have a communication bias.

moncler outlet store, cooks, white-collar ---- across several generations of characters, pain, sadness, heart-breaking ---- infinite amplification of the expression, with a strong howl "I want to go back to school", after watching the people can not help but laugh, but could not help but give birth to a question, why is the marketing of the college students, will be shown a group of people who have long been away from the university crowd! The state of mind of the group of people who have long been away from the university? This is exactly what Jingdong and 180 reached a consensus, after all, everyone will first be attracted by the funny. This wave of seemingly pan-crowd-oriented plane, in fact, is a powerful rebound, with the loss of school leavers, counterattack on the school people's "mortal learning" and sense of urgency - "Look, I am in college! It seems that I have to join the Jingdong Student Welfare Association. This kind of reverse nativity, I believe that both the fruit of laughter, the effect of both.

Heavy money to smash the spokesman, smash the IP, borrowing the terrier to play the terrier, hunting for co-branding ...... An eye-catching marketing is never short of new ways to play, but "resonance" is always the best medicine to move people. Real discounts + sincere communication, Jingdong and 180 together to create this wave of the school season, can be said to be full of sincerity.