For the Chinese, the Mid-Autumn Festival is regarded as an important festival after the Spring Festival. Moon appreciation, sweet-scented osmanthus, poetry reciting, the legend of Chang'e flying to the moon, the romantic imagination of countless literati, and various mooncakes all add to the Mid-Autumn Festival's theme of family reunion, adding a bit of poetry and sentiment. It is simply the "most literary and artistic" festival.
Every time during various festivals, brands will naturally find ways to get closer to consumers. For a traditional festival like the Mid-Autumn Festival with rich cultural connotations, the space for brand marketing is also much wider. Tradition or innovation, which brand impresses you?
KFC: Sister Chang'e plays live broadcast in Guanghan Palace
The company that best combines popular culture with traditional festivals this year is undoubtedly KFC. KFC, which has always been close to the tastes of young people, actually let Sister Chang'e play a live broadcast in Guanghan Palace! Wu Gang and Jade Rabbit are both indispensable. There are also live broadcasts and fan gifts, which make people marvel at KFC's unique imagination.
Advertising is still for launching new products. Sister Chang'e tells you that her favorite gift turns out to be KFC's new Mid-Autumn Festival and National Day bucket.
Didi: The birth of a box of high-looking mooncakes
Alibaba's "mooncake controversy" has made headlines in the past two days, and it has also made people more curious about the "good-looking" mooncakes of major Internet companies than ever before.
Didi took the initiative to use a short video to reveal to you how a box of high-looking mooncakes was born. From the introduction of raw materials and mooncake production, to showing how to design packaging, to tasting, naming, and plating, the entire 2 minutes and 40 seconds short film is full of the charm of a combination of tradition and modernity. The small and fresh copywriting, ancient-style engraving fonts, Chinese-style soundtrack, and clean and simple background all highlight the Mid-Autumn Festival theme in details.
For a long time, compared with Uber’s various cross-border marketing, Didi has always felt a little less emotional and powerful. However, after the high-profile announcement of its merger with Uber, Didi also began to work hard to improve its brand tone. Will this kind of Mid-Autumn Festival marketing make you look at this company with admiration?
Fang Tai: Transformed into a poet and wrote a good Song poem
How can products such as dishwashers, ovens, and range hoods that have strong pyrotechnic smells become artistically beautiful? Compared with the previous imaginative spoof advertisements, the Mid-Autumn Festival advertisement launched by FOTILE is simply a breath of fresh air, full of literature and art.
"Dian Lips", "Butterfly Loves Flowers" and "Meeting Happily", Fang Tai actually published three Song poems in a row. With the meticulous paintings and ancient chanting, although there is no rendering of reunion, there is a strong traditional Mid-Autumn atmosphere everywhere. This style, which is both ancient and modern, is reminiscent of photographer Sun Jun who shot antique fashion blockbusters for many celebrities.
"Fotile's sink dishwasher can not only wash dishes, but also remove pesticide residues from fruits and vegetables. I can't bear to wash cups and dishes with bare hands. If there is no shortage of love, everything will be perfect." At the end of each poem, FOTILE also implanted sink dishwashers, isothermal ovens and range hoods. Although some people complained that this kind of implantation turned a good Song poem into a limerick in an instant, the overall temperament of the advertisement still made the audience unable to help but praise its beauty.
Alibaba Health: Time Photo Studio
Old photos are usually associated with time, family, and emotions. In this advertisement launched by Ali Health, three young people working hard outside looked at old photos of their parents and couldn't help but express various emotions, and the family burst into tears. The idea is to promote the "Alibaba Health" mobile application, through which the elderly can obtain various medical services.
Many brands like to use interviews with amateurs toThe advantage of shooting emotional advertisements is that they can resonate with the audience as ordinary people and are more convincing. However, when this model is used more and more, it will inevitably become a deliberately sensational routine.
McDonald’s Japan: “Tsukimi Burger” launched every year
In Japan, which is deeply influenced by Chinese culture, the fifteenth day of the eighth lunar month is also a traditional celebration. McDonald's in Japan has launched the "Tsukimi Burger" for 25 consecutive years starting in 1991. There are 8 models in total. This year, the main product is the Shiitake Mushroom Tsukimi Burger.
Even the packaging is full of festive flavor.
Starbucks: Where is the best place to watch the moon?
As a foreign brand, Starbucks' mooncakes look much more modern, and the flavors are actually caramel macchiato and matcha. In order to let more Chinese people accept this unique new taste, Starbucks specially launched a video advertisement before the Mid-Autumn Festival.
Compared with the unique taste, the theme of the commercial is inseparable from the traditional "going home" theme: Where is the best place to enjoy the moon during the Mid-Autumn Festival? Maybe you can listen to your mother’s advice, avoid popular scenic spots with huge crowds of people, and go back to the place that understands you best.--Home.
As retro culture gradually becomes a fashion among young people, a traditional and romantic festival like the Mid-Autumn Festival will increasingly become an important moment for business marketing. Many brands have realized that Mid-Autumn Festival marketing is not just about being creative around mooncakes, but also has more cultural and emotional connotations that can be explored.
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