Jiang Wanmeng did not have much expectations for advertisements. Advertisements were nothing more than advertisements. Relying on the number of airings, the audience would remember the brand. What new ideas could there be?
But after he saw the script written by General Manager Feng, he was convinced.
"General Manager Feng, this script is too good. It will surely be popular!"
Feng Yu was feeling proud in his heart, but on the surface, he pretended to be humble: "Before it is aired, nothing can be confirmed."
"I dare not comment on the overseas commercials. But after this commercial is aired in China, it will surely be very popular. Those other VCD players brands will be finished. But isn't the duration of the advertisement a little too long? Isn't the longest our advertisement on the TV station only 30 seconds? "Jiang Wanmeng asked doubtfully.
"The commercial on CCTV is only 30 seconds. But the local TV stations can give us 2 minutes. This commercial is just right." Feng Yu had thought about this. Those other VCD players brands were also advertising on the local TV stations. Now, they will do the same.
This was called walking the path of others, leaving no path for others to walk.
… …
"Wind and rain Super VCD player. 4 channels. Switch between Chinese and Cantonese at will. 9 scenes will be shown. The highlights will be shown at 1 pm. Unique countdown timer. You can control the duration of the movie at any time. Wind & Rain Electronics, the inventor of VCD, pioneer of the industry, and the leader of the brand. Wind and rain Super VCD player had always been imitated, but never surpassed! "
The basic 30 seconds commercial. In the commercial, no one's face was shown. There was only a pair of hands, a remote control, a Super VCD player, and a TV.
In a few sentences, the features of the Super VCD player were all revealed. Especially the 3 titles of the inventor, pioneer, and leader. These 3 titles completely distinguished the Wind and rain Super VCD player from the rest of the VCD players.
This time, not only Toshiba and other VCD players brands were defeated. Even Aiwa and Philips had to admit defeat. The advertising slogan was not exaggerated. It was the truth. Wind & Rain Electronics was the inventor, pioneer, and leader.
The two-minute commercial was slightly different. It looked like a family gathering. Nan Ge stood in front of the TV with a microphone and sang affectionately. As soon as his special voice came out, the people at the party began to applaud and cheer. But even so, Brother Nan's voice could not be drowned out.
After that, Brother Nan fiddled with the VCD player and chose the sound channel. He showed that the Super VCD player could remove the original voice, the microphone, and the ability to sing along.
"VCD player. I will only choose Wind and rain brand. Hua Xia is an international brand. You are trustworthy!"
As Brother Nan read out the advertising slogan, the video ends with a close-up of a VCD player and the slogan 'Wind and Rain Super VCD'. This was the slogan that had been imitated but never surpassed.
All the VCD player manufacturers hated Feng Yu to the core when this advertising slogan appeared.
Damn! We had bought the patent authorization from you and paid you for it, right? In the end, you are using this to step on us. You are too despicable!
Imitated, never surpassed? What kind of lousy slogan was this?!
If you do not have the patent protection, who knows what the functions of this VCD player would be like now. Furthermore, who is imitating you? Our shapes and colors are all different. How can you imitate us?
What do you mean by never surpassed? Do you really think that Wind & Rain Electronics will always be the industry leader? That is only temporary! Wait until our industry standards replace yours! Let's see who will be the one stepping on who!
After that, Aiwa Super VCD player's commercial appeared. It was a 30 seconds commercial, but it focused on the sound quality. The 2 minutes long commercial was set in a Karaoke hall. There were still no Karaoke halls in China. They were still using the name Karaoke halls from Japan.
Na Ying's singing was very pleasant, and everyone was cheering.
"Using Aiwa Super VCD player is like being in a recording studio. I can also practice at home in the future. VCD player with high fidelity sound quality. I want the Aiwa brand. "
The VCD player zoomed in, and the advertisement slogan appeared. Aiwa Electronics, I love Hua Xia.
The overseas versions of the commercials were slightly different. But the 30 seconds commercials were about the same. This was because it was only about the product, and there was no one around. But the long version of the commercial was different. First, the spokesperson was changed. It was Hong Kong's God of Music, Zhang Xueyou. This was because Zhang Xueyou had plans to hold a concert at New York's Madison Square Garden next year. He was also the best-selling Chinese singer in the world.
Because Zhang Xueyou had decided to retreat from the entertainment industry for the next two years, his endorsement fees were not high. It was only 1 million USD a year. But Feng Yu made use of this and said that the endorsement fees were too high. Furthermore, Feng Yu had said that this commercial would be aired around the world. This would increase Zhang Xueyou's reputation. Feng Yu also mentioned Jackie Chan's endorsement fees for "The Little Tyrant". He pointed out that Jackie Chan's annual endorsement fee was not much. Zhang Xueyou's annual endorsement fee was 5 million HKD, and the contract was signed for 5 years.
In the end, they settled on 30 million HKD endorsement fees for 5 years. Zhang Xueyou had to film 2 commercials a year, including some print ads, participate in 4 promotional events, and some other miscellaneous terms. Feng Yu felt that it was worth it. After all, Zhang Xueyou would be receiving the International Music Awards from the Recording Industry Association for the next two years. His album sales were only second to Michael Jackson. Feng Yu felt that this was a good deal.
Feng Yu had put in a lot of effort into this commercial. He had invested all the profits from this year's VCD players into this commercial. But there were still the profits from the Super VCD players and the patent fees. Feng Yu was still making a profit. Most importantly, Feng Yu's brand value would increase by a lot. All these could not be measured with money. Once Wind & Rain Electronics was listed, the effects would be seen.
Especially the Wind and Rain Super VCD player's slogan: Always imitated, never surpassed. This slogan was a psychological hint to the audience. It was telling them that only Wind and Rain VCD players were authentic, and the rest were imitations. This would increase the brand value of Wind and Rain.
AIWA was still using the same style as before. Highlight the sound quality and colors. Also, the spokesperson for AIWA was Madonna, who had signed with AIWA last year. She was one of the most popular female singers and celebrities.
Although the endorsement fee was very high, it was a full-brand endorsement. That means Madonna's posters could be used for all AIWA's music products. Of course, Madonna would only film 2 commercials and participate in 2 promotional events every year.
Earlier this year, AIWA had hired Madonna to film a CD player commercial, and the effects were very good. The second commercial was about the Super VCD player.
Wind and Rain, Aiwa, and AIWA started to spend a lot of money on advertising. This was a warning to Philips. Although Philips was competing with their own people for the Super VCD player, it was still a competition. If Philips did not increase their advertising, the market share would shrink, and they would not be able to overtake Wind and Rain.
So, Philips started to increase their advertising budget … …
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