Whether it is really itchy or not, it is still a pity for advertisers. Since then, the industry has lost a vivid social textbook; It is also a good thing for a cutting-edge advertising company. Seven-year itch and ten-year fatigue are all obstacles that have to be overcome. Without Durex, Huanshi can be really strong, and Laojin can finally relax and never feel that he has a cold again. Durex's success is his and Huanshi's failure.
Durex and Huanshi, neither of them said anything about breaking up. It doesn't matter to us whether it is true or whether the old love will continue after the new round of bidding. Importantly, advertising companies may encounter three common-sense problems:
Golden advertising partner, why did you break up? What effect does the breakup have on both parties? Who will be the successor?
Why don't you climb into the coffin when you make yourself a wedding ring?
As we all know, Durex's masterpiece is in Bosheng Yunfeng, and his creativity is not from Laojin. Later, Lao Jin took Durex from his old club Bosheng Yunfeng and set up a new mountain ring. Later, it became clear to everyone that Durex's hot spots had been pursued for seven years, and the industry worshipped God and copywriting. It is the customer of the absolute leading organization of Huanshi, and has laid a large number of customers for Huanshi, and has also become the best partner in the social era.
If you think about it carefully, it is based on the network environment, a single idea marketing, not a strategy of brand building, but more of a repetition of the timeline, which largely depends on trying not to talk about products. Looking back at Durex's hot posters, we can see that there are few hard messages, and even soft messages are basically avoided. Reveal at most one group of postures. More often, only durex's LOGO. To learn more about the product, you must go to the details page of other advertising activities or e-commerce.
The pursuit of daily hot spots can bring huge traffic, but it can't be transferred to sales because it is out of touch with products. This is the embarrassment that hot spots overwhelm battles. The hot spots of closely related products can't spread by themselves in the end. A series of hot spots made by Huanshi for Sina News are examples of failure. Continuing the creative principle of "one plane and one selling point" in traditional advertisements is not interesting enough compared with real hot posters and not creative enough compared with traditional advertisements. As a result, few people spread it. If Laojin hadn't lost a collection, few people would have known that Sina News was hot.
Huanshi realized that hot spots were out of touch with products, but tried to warn his peers that "a generation of creative people were destroyed by chasing hot spots" and tried to take the hot spots of Sina News as an example, which obviously overestimated himself. Although there are some problems in Durex-style hot pursuit, it is a way to adapt to the social situation, which is why you should turn on the spotlight and start a new hot pursuit posture yourself today when you are famous. The starting point is good, but it is obviously against the trend and unrealistic.
Year after year, Durex got a bunch of knees donated by copywriters, but knees can't be eaten as food. Brands need stronger brand building every year, as well as promoting products and selling products.
Some people want to say that chasing hot spots is daily, isn't there an advertisement every year?
Durex's weakness is advertising, and people's disappointment with it began with the live broadcast of 100 people trying on it. In terms of the number of people, it strictly imitated the performance art work "One-night Stand" by artist Cai Guoqiang, and came in high spirits and went home with the defeat of users. In the words of netizens, it is only to fart everyone in the live broadcast.
This is also the weakness of the world. Most of the advertising they do cannot spread themselves. They made love kiosks, confession boxes, dare to rap, nonexistent air concept stores, sexy in the air, and virtual fitting room in Durex. Hey, isn't it quite a lot? However, these struggles did not spread. I didn't expect to do so much without searching on the industry website.
In fact, since last year, the hot spots in Durex have been exhausted. Fortunately, Thanksgiving Day at the end of the year is 13, and there is a memory point on 20 17, which is not completely missing.
After tasting the new sweetness of hot spots breaking out again, Huanshi tried to "campaign hot spots", making a hot spot longer and thicker, so Durex's poems came into being, supported by 20 18. This kind of attempt should be said to have achieved initial results, but it aggravated the old problem of being out of touch with products.
Hot spots are not as good as before, and there is no competitive advantage in the campaign, but the annual fee of the ring is not low. It is said that the annual fee of Durex's ring exceeded10 million years ago (the work has been done much less in the past two years and should be reduced).
The great contribution is not proportional to the expected return. Up to now, the hot spot of Durex is not so much an advertisement of Durex as an advertisement of the world. As long as you do a case for Durex every year, the so-called social expert myth can continue and attract countless customers. As for the validity and ineffectiveness, we can't trace them. We can look at the retention of long-term customers and make a preliminary judgment.
Other advertising companies make wedding dresses for customers, and Durex is increasingly becoming a wedding dress for rings. The success of global hotspots can bring social breakthroughs to customers in a short time. In the long run, the lack of overall case ability leads to its inability to support the long-term pattern of the brand.
Of course, one more thing. It may be that the key person in charge of Durex has changed, and some practices of Huanshi (internal sources say that Huanshi hotspots can be released without Party A's review) are not recognized. This is just my personal guess.
Say 1000 words and 10000 words, the expenses, hot spots and battles are just appearances. The essence of breaking up is that Huanshi is no longer Durex's best problem solver.
Why did Durex break up with Huan Shi?
The golden partner broke up, and some people worried that Durex's advertisement might never look so good again.
It sounds reasonable, but history tells us that this is all blind worry.
At that time, interone laid a large number of classic advertisements for MINI China, while brands such as Durex Jiang Netease had not made achievements in social activities, and MINI had been firmly on the social throne for several years.
After 13 parted ways, the two agents of MINI were awesome, but they could never surpass their predecessors. So far, it's hard to remember what new works MINI has made since then.
Unfortunately, however, there are only a few brilliant advertisements, and the MINI's car photos are also selling well.
To really worry, Party B will always be more painful than Party A when the golden partner breaks up. After all, the case and reputation of a golden partner are enough to bring a steady stream of customers to an advertising company, and now the perpetual motion machine has taken it away. Where do you think to find such a good sign replacement?
More than half of the golden partners are due to luck and the fulfillment of the times.
For Durex's departure, Huanshi may have foreseen it. On some occasions this year, Lao Jin put JD.COM at the top of the customer list.
As mentioned earlier, Huanshi injected freshness into Durex with the "hot battle", but in the case of creating a new benchmark customer and a new image, it adopted the "hot battle" to take apart a heavy battle and do it in detail.
This year, the management of Wufangzhai is even more powerful, and it is necessary to constantly create new cases and keep trying. First, the funeral film of a grain of rice on the Dragon Boat Festival (horror), and then the horror film on the Mid-Autumn Festival (even more horror), there is differentiation, but nausea and negativity are also real. Finally, the nostalgic advertisement (warmth) of the Double Ninth Festival has stepped on the psychological point of users and won great praise.
Christmas, Spring Festival, Labor Day, Dragon Boat Festival, Mid-Autumn Festival and Double Ninth Festival have gathered important holiday marketing for Wufangzhai. Although the number of bad reviews is far greater than the number of good reviews, and the reputation needs to be recovered, at least we have cooperated for one year. Give more time, and then hand in the daily affairs. If there is time and space, there will be more opportunities to make good cases.
JD.COM is another customer who has been working hard in Huanshi. Last year, JD Finance's "For you who can't bear it" and "You don't have to succeed" have already made a wave of existence, and this year's "New Human Charge" in JD.COM on the Double Eleven can be said to add a lot of color to Global Silent 20 18.
The two H5s in JD.COM really copied the taste of Durex. Better than Durex, this wave of interesting copywriting comes from products, not for fun.
Essentially, Party A is only worried about the sales collapse. If Party B leaves, it will have no impact on Party A's sales, and nothing can be divided.
Essentially, Party B is only worried about the sales collapse. The impact of a long-term customer's departure on morale and other potential customers is self-evident.
For Durex, advertisements made by Huanshi are just tools for them to promote their products, while for Huanshi, advertisements made for Durex are their products.
If you really break up with Durex, there will be new "Wufangzhai" and "JD". COM "every year to do image cases, their own advertising to attract more customers, there will be a long queue uninvited."
Obviously, this is very energy-consuming. From a business point of view, it will get twice the result with half the effort and waste people and money. Over the past seven years, there have been many customers of Huanshi service, but most of them are just one of the suppliers in Party A's library, which is an excellent choice for social campaign cooperation, but it cannot shake the status of the brand as a whole and the main agent.
Durex's departure means that the world has not made progress, but has regressed on the road of the whole case and the comprehensive advertising company.
After thinking about it, there are far fewer advertising companies doing social daily maintenance in China than before and after 20 1 1. This business model needs to feed many people and the cost is very high. There are only a handful of people who do well, and even fewer can compete with the world, but it is not without it. But the whole case is better than Huanshi, and there are many companies.
Since it is a breakup, Durex has three succession options:
Choose a social successor first and then ask for something else. Change often begins with a stable advantage. Finding a company that can survive in social life and has new possibilities will make the card more stable.
The first thing I think of is hydrogen interaction. Hydrogen Interactive is one of the few advertising companies in the market that keep the daily social maintenance business. This company will advertise itself when it doesn't have a ring, but it is really good at advertising customers, low-key but comprehensive.
Serving customers such as Shenzhou Special Car and luckin coffee has shown that it can be used not only in daily life, but also in battle. Luckin coffee has been involved in the creation and dissemination of their all-media advertisements since its early days, not only socializing, but also traditional advertisements and other popular games. In terms of resources and ability, while stabilizing Social, its ability to handle the whole case can also give Durex a different new situation.
Then, time is interesting, you men, you tuo, heroic, whale dream and so on. They are all advertising companies that are very familiar with the network context and have accumulated a lot of social communication experience. The only question is whether they are willing to raise a social daily maintenance team.
Fun itself is to socialize every day, and Jasper, a competitor who once served Durex, did very well in this wave.
Netease with a door, hungry, lost tea. It can be seen that they are socially sensitive, have worked in Okamoto and Jasper, have ambitions, and have had wonderful tricks when following the ring.
Youtuo public relations started with good resources and showed good spirit and strategy in the war between Jiaduobao and Wang Laoji.
Good to sell to Ali for advertising, whale Dream to Dream for advertising, years of creative service, good at creating social marketing content.
Second, choose the master of the whole case and strengthen brand building. After seven years of hot spots, Durex's brand image is stagnant and tends to be broken, and people's impression of it is gradually dismembered into a brand that is good at chasing hot spots. As the leader of condom industry, its achievements in product and quality are almost covered by hot spots.
Domestic mainstream 4A products all meet the requirements of the whole case, but the response speed is not necessarily as fast as that of local or social advertising companies. As an international creative hotspot, Fohai Fu Rui is a compromise choice. Responsible for upgrading Internet and traditional brands such as WeChat, Tmall, Hungry, VIVO. , with international vision, case handling ability and local speed.
Shengjia Advertising and VK35 are rare local advertising companies with social genes. The former made Tai Fang, a low-frequency bulky product, successfully break through social communication on 20 15, and continued to tell stories since then, making the brand better and better year by year. The latter is full of flavors and bottles, which drives social communication in the way of traditional advertising.
The same problem is that neither company may have a team to maintain Sunway's daily tradition.
Shengjia may still be a better choice. It has the head of an interactive company, who used to be the head of Huanshi Shanghai. Social marketing routines should be more handy.
Third, when the ring is weakened, a new proxy is introduced. Generally speaking, golden partners rarely separate at one time, which is rare in practice. Thanks to their familiarity and understanding of long-term services, they often have advantages over new bidding companies, and their strategies will not go astray even if they are not novel. Just like the civilized advertisement that was recently defeated in the competition demonstration and taken away by Publicis, there are still other brands of Pepsi.
Sometimes after a period of time in the competitive demonstration, if Xinhe is not good at chanting, Party A is more likely to confirm that the partner is still the same.
Golden advertising partners are often found in the services of international advertising companies and customers, while in China, such as Angelababy Legend Service NAES for 20 years and Shengjia Service Company 16 years, it has become a rare story in local industries.
From this point of view, the seven-year itch of Huanshi and Durex is not too long, and there is plenty of time in the future.
As golden partners, Party A and Party B always think of the love triangle between DDB, Leo Boehner and McDonald's. In 20 16, McDonald's and Leo Boehner terminated their cooperation, ending their lingering love for 35 years and returning to the arms of DDB.
The story begins at 198 1. Leo Boehner grabbed McDonald's from DDB Needham, and then 10 enjoyed McDonald's, creating classic battles such as "Good Time, Good Taste", "Food, Folks, Fun". Until 199 1, DDB came back and took back 0/5% of McDonald's/kloc-0 business from Leo Boehner. In the next 25 years, DDB and McDonald's completely reconciled.
Writing here, it is commendable not only for DDB, but also for Leo Boehner's determination to McDonald's. Before 198 1 won McDonald's, he worked for KFC in 12. After the contract expired, Burger King found Leo Boehner and planned to cooperate directly without competitive introduction. Leo Boehner was obsessed with McDonald's and refused the temptation.
The so-called win-win situation means that we are determined to fulfill our customers first and let nature take its course to achieve ourselves. The so-called golden partner is to make a wedding dress for Party A, instead of taking Party A as a training ground for fame.
Of course, this standard is still too harsh for domestic advertising companies, who are generally too young and far more radical than the pattern. It is said that the company will live for 35 years first.
After a long separation, we have been together for a long time. Nothing can't be reincarnated as long as you are not afraid of hitting your face.