1996-20 16 China merchants bank Nanjing branch takes the innovative thinking of "changing with you" and takes "service, innovation and steadiness" as the core, and has become an example with the strongest innovative consciousness and the best service quality inside and outside the industry system. The past 20 years have connected the past achievements and future hopes of China Merchants Bank Nanjing Branch. At this significant moment, how should China Merchants Bank Nanjing Branch communicate with society, government and enterprises, customers and employees, thus attracting widespread attention?
At the same time, the anniversaries of major banks come one after another, and brand activities emerge one after another. How can China Merchants Bank Nanjing Branch achieve a breakthrough in brand communication with creativity under the siege wave, spread it widely in a short time, and win consumers' extensive attention to the 20th anniversary of China Merchants Bank Nanjing Branch?
20 16 China Merchants Bank Nanjing Branch cooperated with Datang Lingshi to propose a wave of activities to celebrate the 20th anniversary of China Merchants Bank Nanjing Branch, which narrowed the distance with consumers and highlighted the brand value, causing great voices and concerns in Jiangsu Province.
Being different may not be successful, but there is no difference and there is no chance of success.
Faced with the 20th anniversary brand appeal of "drawing closer to the inner voice, refreshing the corporate image and subliming the brand value", if you put a set of posters and send out a wave of public relations drafts according to the conventional style of play, you may soon be at a loss and make no sound.
Then how can we win by surprise? Tang Lingshi returned to the original point and began to think: What was the initial intention of China Merchants Bank Nanjing Branch for 20 years?
Whether it is to meet consumers' all-round financial needs with innovative technology, to help consumers set sail with loans, to focus on consumers' unique wealth goals with professional customization, and to help consumers enjoy the wonderful world with the strategic vision of leading peers, China Merchants Bank Nanjing Branch relies on solid products and services and operates and develops with integrity. "Paying attention to every point is only to bring ideal financial life to consumers", which is the initial intention of China Merchants Bank Nanjing Branch in the past 20 years.
Keep it simple! Let's pick the most obvious features-the most common things-and do it particularly well.
The main light of the brand is spread by the function of the product or service, and it is difficult for consumers to have the driving force. If the essential things are clearly displayed and consumers are connected with themselves through the essence, there will be obvious effects.
Through communication with brand owners, the strategic direction of the 20th anniversary celebration of China Merchants Bank Nanjing Branch is determined based on "initial heart". Communicate with consumers, display products and services brought to consumers in the past 20 years, integrate online and offline resources, create three-dimensional communication activities, and strengthen "initial heart", which can not only express the deepest feelings and responsibilities to consumers, but also make consumers identify with brand values, thus expanding brand influence!
The 20th anniversary celebration strategy of "Constant Heart" was clarified. How to detonate the strategy in one sentence and spread it at the lowest cost?
During brainstorming, the project team of Datang Lingshi found that the word "20" stands for 20, which can coincide with the 20th anniversary of the branch. At the same time, it is found that although most people know that "20" is equal to 20, few people know that this word is pronounced as "year".
Tang Lingshi believes that if the "20" cognition cannot be formed in the minds of consumers, the communication effect of the 20th anniversary of China Merchants Bank Nanjing Bank will be greatly reduced. Through TV media, voice can dominate the text, and convey core keywords and activity themes more vividly, so as to bring consumers' thoughts and thoughts through the content of the message, and at the same time, the expression is more interesting.
After media screening, Tang Lingshi finally chose the zero-distance talk show "Talking and Chatting" of Jiangsu City Channel with high ratings. Through the host Bian Laogui throwing the word "20" in the program, the traditional cultural meaning of the word "20" is interpreted humorously, which leads to the 20th anniversary of the establishment of Nanjing Branch of China Merchants Bank, and achieves the preheating and popularization of the word "20" in advance.
If "20" is combined with the initial intention of China Merchants Bank Nanjing Branch for 20 years, what kind of new interest will it have?
The brand's insight, change, action, growth and management in the past 20 years can be condensed into "little care"; In the 20 years since the establishment of "Don't forget your initiative", the brand's gratitude and gratitude are beyond words on the occasion of the 20th anniversary of the branch's development and growth, which can be described as "unforgettable 20 years". "Twenty" is just a homonym with "Year", which is catchy and talkative.
"Be careful, Do not forget your initiative mind for 20 years" coincides with the brand proposition of "Change with you, Do not forget your initiative mind" of China Merchants Bank. At the same time, taking traditional culture as the core of creative theme will bring more charm to this 20th anniversary celebration. Moreover, in addition to transmitting information, it also goes deep into the hearts of the public with warm feelings.
A good slogan can make everyone willing to pass it on. "Be careful and never forget" is not only a slogan, but also a feeling and an action. It is through a slogan that consumers can understand the meaning and pronunciation of the word "20" and pay attention to the people and things that have accompanied them in their lives for 20 years, as well as the true intentions of China Merchants Bank Nanjing Branch, which has brought substantial changes to the wealth life of hundreds of millions of consumers.
In the process of creative implementation, Datang Lingshi took the lead in launching five main KVs, and extended "20" into "dry", "hour", "degree" and "grid" by adding strokes, which were in line with the main business of China Merchants Bank, and spread the 20th anniversary of the brand through the offline media matrix formed by subway, airport and other outdoor media, and showed the business brought to consumers by the small test knife.
Good works are warm and completely human. They touch people's needs, dreams and hopes.
A successful activity can also arouse more people's thinking and form self-communication, which means that China Merchants Bank Nanjing Branch needs to build a bridge to the emotional level of the public, not only to make a fuss about "20" itself, but also to start with "20", tap the pain points of the emotional level of the public, and attract and impress more consumers.
Twenty years passed quickly, and many people and things that left traces in life disappeared in a blink of an eye; Twenty years is a long time, more than seven thousand days and nights. I'm glad I had a group of people and things around me.
With the accelerated pace of life, people are getting busier and busier. Unconsciously, it is easy to forget to spend time with this group of old friends who have been with me for 20 years, vent themselves, and simply communicate and communicate ... The distance between old friends and themselves seems to be drifting away.
Consumers and their old friends lack the tender confession of 20-year friendship. If we can help consumers connect their feelings with their old friends and light up their imagination, then the demand for "a little mind, never forgetting" will reach another level of competition.
Datang Lingshi helped China Merchants Bank Nanjing Branch design and spread HTML 5 Friends for 20 years, infecting consumers with casual copywriting, and showing the deep love behind "20" with the animation of "a little mind, never forgetting 20 thoughts". At the same time, consumers choose long-term confession by uploading photos with old friends, forming self-communication based on emotion.
Consumers and old friends of TA got a touching opportunity through HTML 5 friends for 20 years, and actively participated in brand communication activities, which quickly enhanced the brand influence of Nanjing Branch of China Merchants Bank and established emotional links.
Only five days after HTML 5 friends went online for 20 years, consumers and employees of China Merchants Bank Nanjing Branch spontaneously uploaded a large number of photos of themselves and their old friends. In order to make the 20 years of consumers and brands more unforgettable, Datang Lingshi carefully edited the photos of old friends into 20-year-old friend books belonging to consumers, and formed a second fermentation through online communication.
postscript
Through online and offline marketing, Datang Lingshi connects consumers' emotions with creative power, helps China Merchants Bank Nanjing Branch gain exposure through this 20th anniversary celebration, and at the same time communicates with consumers emotionally, enhancing the reputation of China Merchants Bank Nanjing Branch and accumulating brand assets.
Creativity always gives people life and interest. In today's noisy advertising, with full creativity and rich imagination, it helps brands attract attention and gain trust, connect emotions and touch people's hearts. This is the working spirit behind Tang Lingshi's good works.
Earth day poster Earth day poster
Earth Day on April 22nd every year is a worldwide environmental protection activity. In 2009, the 63rd UN General Assembly decided to designate April 22nd as "Earth Day" every year.
This activity was first initiated by Gaylord Nelson and dennis hayes in the United States at 1970, and its influence has been increasing. The purpose of the activity is to arouse people's awareness of caring for the earth and protecting their homes, promote the coordinated development of resource development and environmental protection, and then improve the overall environment of the earth.
Since 1990s, China has held Earth Day on April 22nd every year.
The Development of Earth Day
At first, Earth Day was chosen in the spring equinox. This day has the same length of day and night in any corner of the world, and the sun can shine at the South Pole and the North Pole at the same time, which represents the equality of the world and also symbolizes that human beings should put aside disputes and differences and live in harmony. Traditionally, many countries have the tradition of celebrating the vernal equinox and solar terms.
The influence of earth day activities
1On April 22nd, 990, hundreds of millions of people around the world wore blue and green clothes to participate in the "Earth Day" activities. To commemorate the 20th anniversary of "Earth Day", they launched a campaign to pick up waste paper and plastic bags, and prohibited littering. The purpose of these activities is to remind people to pay attention to protecting the earth's environment, stop ecological deterioration, and let every resident on the earth contribute to defending and improving the earth's environment. Wearing blue and green clothes is a sign of determination to act to protect the earth's environment.
World Earth Day activity logo
Flag of the earth
The main pattern of the earth flag is the "Blue Marble", a photo of the earth taken by NASA Apollo 17 in space. It was designed by John McNeil for the first Earth Day in 1969. This flag is a symbol of the environmental movement.
Activity sign
The symbol of Earth Day is the green Greek letter θ on a white background.
Zhuhai International Design Week 20 19 Opening Hours+Theme Activities Zhuhai Design Week will be officially launched on 12. This year marks the 20th anniversary of Macao's return to China. As a preliminary activity, this design week is particularly important. This international design week will build a platform for communication and display more functions. Let's look at more details of International Design Week.
20 19 Opening hours of Zhuhai International Design Week
Time:
20 19 12 9 to 15
Main venue:
Zhuhai International Convention and Exhibition Center
It is reported that the main activities of 20 19 Zhuhai International Design Week will be held in Zhuhai International Convention and Exhibition Center from 12 to 15. The theme of this year's Zhuhai International Design Week is "Design and Technology", and the Zhuhai-Macao Design Center is the extension carrier, including six sections: exhibition activities, dialogue activities, exchange activities, award-winning activities, design tour and Macao cooperation activities, covering Zhuhai and some places in Hong Kong and Macao, and exhibitions of classic achievements such as home design, fashion design and graphic design will be arranged.
Zhuhai Fahua China Theatre —— Vinyl Art Tour
Time:
1 65438+1October 25th-65438+February1(please refer to the official WeChat account "Zhuhai Fahua China Theatre" for the specific event date).
Location:
Fahua Zhongyan Theater Heijiao Studio
More information content
Participation mode:
Please make an appointment in advance for Zhuhai Fahua China Grand Theatre through the official WeChat account. Contact information: 0756-688 1660
The vinyl studio of Fahua Zhongying Grand Theatre is a place where people release pressure. There are more than 60,000 vinyl records and European royal pianos and antique music players that arrived after many twists and turns.
In this unique space, collectors' fever history of 20 years is gathered. Every work has a story, and every work has a special meaning. This winter, let's listen to vinyl records with ultra-high lossless sound quality and feel an advanced retro music party together.
Macao Designers Association-Encounter: Poster Exhibition to Celebrate the 20th Anniversary of Macao's Return to the Motherland Zhuhai Station
Time: 65438+February 7-65438+February 65438+May (tentative)
Venue: Sky Sightseeing Hall, Zhuhai Center (70th floor)
Participation: Make an appointment to visit. Please pay attention to the follow-up notice of "Zhuhai International Design Week Subscription Number" for details.
Standing in the center of Zhuhai, 70 stories high, overlooking Macao, is an unparalleled feeling.
Looking back on the 20 years of wind and rain in Macao, this city that can be visited in one day has too many stories and memories that we don't know. When you look at the timeline on the poster, you can overlook the future through the glass window. I think this is what people call past lives.
Innovation Center of 3D Printing Industry in Guangdong, Hong Kong and Macao ——3D Printing Design Tour
Time: 20 19 12 14.
Venue: Guangdong, Hong Kong and Macao 3D Innovation Center, No.25 Lianfeng Road, Bonded Area
Participation method: Pay attention to WeChat official account "Zhuhai-Hong Kong-Macao 3D Printing Industry Innovation Center"
What is high technology to you?
Guangdong-Hong Kong-Macao Greater Bay Area 3D Industry Innovation Center puts high technology on the table, which is no longer limited to the plane, but turns it into a real thing, and more intuitively experiences the dual experience of vision and touch. Would you like to have a try?