Afraid that the New Year bell will ring too loud and you won't hear the blessing,
Afraid that the firecrackers during the Spring Festival are too beautiful for you to see the grand occasion,
A "Spring Festival Train", leaving the subway ahead of schedule——
You're right, this is JD Home Appliances New Year Festival The battle of, branch one.
Old motif, new course
The annual Spring Festival marketing campaign is the core battlefield of all household appliances and home furnishing categories. Spring Festival narratives around the topic of "home" emerge in endlessly.
As a strong category of JD, JD Home Appliances It has long been upgraded from a single commodity sales platform to a "home scene" solution platform to provide consumers with One stop, integrated and intelligent "home scene" overall solution.
In this Spring Festival, JD Home Appliances will further strengthen its role as First choice shopping platform for home appliances during the Spring Festival The brand image and cognition of JD Home Appliances enhance the emotional connection with "Home", drive sales, and at the same time, let more people feel the reliability and warmth of JD Home Appliances as an industry leader.
At the same time, in order to promote the sales of household appliances and help the economic recovery, in 2024, various provinces and cities across the country will successively introduce household appliances consumption subsidies (referred to as "National subsidy" ）. JD has already taken the lead in undertaking the distribution of national subsidies, which is not only a responsibility, but also an important opportunity to further strengthen the brand mentality.
Therefore, in the Spring Festival, a homecoming craze, Jingdong Home Appliances completed a With emotion as the starting point, it has the characteristics of brand, promotion, and public discussion Spring Festival communication campaign.
A New Perspective under Inertial Cognition
It is a tradition and a plot for Chinese people to return to their hometown during the Spring Festival.
People always say "hometown", but is it really "old"?
Some stereotypes about "hometown" are being broken.
It is found from the research that new changes are quietly taking place in our annual inventory. In addition to the food, wine and drinks that still occupy the mainstream of New Year products every year, More and more people tend to buy household appliances and products that can improve the quality of life at home, More and more young people are willing to build big cities, Smart home appliances bring home home;
Driven by the consumption concept of trendy household appliances, the implementation of the national subsidy policy of trade in, and the continuous improvement of logistics infrastructure, the consumption of home appliances and household appliances in the hometown shows a new look:
The living room has been replaced with a large screen TV, the kitchen has also been replaced with an air fryer and high-end dishwasher, energy-saving air conditioners, washing machines, etc. have also quietly settled in every corner of the home, the sofa has been replaced with a more comfortable large style, and more relatives and friends will not be unable to sit down when they come... Originally, they were just changing old household appliances for parents, but in this upgrade, He has become a pioneer, keeping up with the latest consumption trend.
The hometown is not "old", it is being renewed.
JD Home Appliances tries to break the "stereotype" of its hometown.
Launch a "Home is not old" It presents the whole China's hometown, which is different from each other in different regions and cultures, but also shows a new look of life.
PLAN·01
Home is not old - fresh!
If you don't believe me, see ↓
My hometown is not old, so I need some conclusive evidence: when I went home, the old road was replaced by the asphalt road, and the man next door also caught up with the sports trend. The beautiful men and women in the city changed into provincial clothes, leaving no sense of class. Instead, it is a new and comfortable lifestyle in the city, and I also brought it back to my hometown. It's really comfortable
These insights, drawn from real life, make everyone feel filled in an instant.
In a humorous and relaxed atmosphere, the household appliances and household products are quietly integrated into the story to show the new life experience brought by the products to the family, so as to undertake the business of trade in of old household appliances and household appliances of JD. Compared with dry selling, this way of scene+feeling is obviously more popular.
At the same time, we also launched a set of story blockbusters with emotion as the guide, but directed at the new.
Through the intuitive comparison between before and after, the memory is pulled back to the past, and at the same time, the new life is called for renewal.
PLAN·02
My hometown is not old - so charming!
If what we just played is a small style, then JD Home Appliances followed a wave of abstraction.
With eleven god turns, I showed eleven operations.
(Daily life+turning elements+product use scenarios) X sound hammer=successful brainwashing
An uncomplicated creative formula has been successfully deduced eleven times.
Each story has its own interesting and unexpected turning moments. Keeping fresh fish in the refrigerator has moved the DNA of the nation's fishermen, and the topic is hot.
As written, the melody is still in my mind. It is covered in key cities such as Beijing, Shanghai, Guangzhou, Shenzhen and Chongqing 257 million person times , may have been able to sing it.
PLAN·03
My hometown is not old - it's always fun!
Remember the first train?
Yes, JD Home Appliance Co., Ltd. has done a lot of work - directly put the high-speed railway for the Spring Festival transportation into the subway, and returned home in a car. The grand occasion of "Spring Festival transportation" is as follows:
At the scene, in front of the printer of the tickets, passers-by seemed to spontaneously play with the snake in the Year of the Snake, and the line grew longer and longer.
Through simple operation, everyone can get a new year ticket customized according to their surname.
Everyone walked by and couldn't help basking in the sun.
Even the business of "ticket purchasing" was derived locally.
It is said that the printer, which does not eat or drink, keeps spitting and spitting, finally smokes directly
On the other hand, Xu Zhimo could not help waving his sleeves at the interactive screen, which also gathered a large wave of "waving party".
As long as you wave your hand, you will be able to turn the page of your hometown and present a new look of your new home. The innovative interactive form has unlocked a new way of playing for the old player in advertising - plane.
Not only that, JD Home Appliances Co., Ltd. launched precise delivery of high-speed rail online and offline during the Spring Festival. cover Beijing Harbin and Beijing Shanghai Xuzhou Lanzhou Zhengzhou Wanzhou Chengdu Chongqing Line, It is expected to reach 330w+Spring Festival travel, While creating topics, we really take the effect into consideration.
PLAN·03
My hometown is not old - the great brand!
Everyone's small home is "hometown", but we also have a common hometown - hometown.
Under the background of national subsidy and the upsurge of homecoming, JD Home Appliances further expanded the concept of "hometown", and invited Zhao (Bai) Ya (Su) Zhi (Zhen), a Henan fellow villager/ Beijing children forever uncle Dong Hao.
Hou Yong, a veteran performer in Jiangsu Province, and Ling Yun, a non hereditary voice in Sichuan Wushu.
As representatives of their hometown, they appeared on the camera to talk about the exclusive spirit of each province, stimulate everyone's sense of identity and pride in their hometown, arouse resonance, and at the same time, arouse the awareness of renovating their hometown.
In addition to the above four provinces, JD Home Appliances also launched New Year greetings for provinces covered by the national subsidy program. Welcome the tourists home for the Spring Festival on hundreds of screens, and the hearts of those watching are warm.
Since the launch of the project, the main topics and derivative topics of microblog have accumulated total reading 590 million+ , interaction amount 1 million 240 thousand
Little Red Book topic acquisition 1.901 million+ Views of
Drive CCTV, Dahe News, Zhengzhou Radio and TV Station, Guiyang News Network, etc.
30+local media and influential News Media Spontaneous participation in discussion.
Tourism experts, science and technology experts and life experts spontaneously participate in activities to create content.
Share the beauty of your hometown, live a comfortable life, and collect users accumulatively Contributions 5600+.
The four mighty branches form the battle of JD Home Appliances New Year Festival. In the current era of fragmented entertainment, we are still building integrated marketing for the brand from an overall perspective. On the basis of integration, each branch line can make its own efforts, each with its own bright spots and beauty.
JD Home Appliances launched the The "Old Home Renewal Plan" is not only an action to upgrade household appliances, but also a warm connection across generations and regions, Deliver the charm of modern lifestyle by meeting the needs of users; More importantly, we are appealing to more young people who are struggling away from home and who live in their hometown, Pay attention to the real changes in your hometown, or the parts that still need to be changed but have not been seen.
This is a two-way journey between family and the times. Parents and children jointly define the new look of "home"; In the context of national subsidy, it is more an inspiration to the vitality of urban and rural consumption. It is an effort to break stereotypes, making every "hometown" a new life sample full of vitality and stories. With emotion and business, JD Home Appliances has achieved a Spring Festival communication campaign that combines emotion, quality and efficiency.
Don't forget the important things——
You are going home soon.
Have you gone to JD to refresh your hometown?
