In the past two years, brainwashing has become very popular in the advertising industry. In the past, there were Bojue travel photographers who "photographed" you, and boss direct hires who "roared" you confused. Later, there were people who "came up" and made you confused. Mafengwo, Zhihu, which you must "know", and then "Yiche Knows It All", which is both funny and serious.
Nowadays, those in the building materials and ceramics circle seem to be unwilling to be outdone and have joined the army of brainwashing advertisements. Wrigley Composite Light Grain Brick has a famous advertisement: "Three meters away is solid color, within one meter there are details." , has been widely circulated in the circle of friends and physical stores, and has resounded throughout the ceramic industry. It is refreshing to those who hear it, and it is highly sought after because it is unforgettable. It has also attracted continued attention and discussion among people in the industry, media, and advertising circles.
1.
Is the Brainwashing God ad a good ad?
Controversies and discussions about brainwashing advertising and creative advertising (also called "mindful advertising") have their origins.
Some people believe that brainwashing advertising is closest to the essence of advertising, which is simple, crude and more practical. Creative advertising is a waste of money, and you won’t even remember the brand after telling a story!
Some people also believe that advertising should look like advertising, be creative, stylish, heartfelt, and have a story. The brainwashing ads are straight forward, not high-grade, just brainless country bumpkins!
Who is better, brainwashing advertising or creative advertising?
In the era of fragmented information, spreading the word widely is the way to go! No matter what type of advertising, it is good advertising if it can make the brand profitable!
Bitcar brainwashing advertisement source: Internet pictures, intrusion and deletion
In the past when there were only radio, television, and newspapers, Melatonin relied on the saying "No gifts will be accepted during the holidays this year, only Melatonin will be accepted as gifts"o;, pioneered "brainwashing advertising" and set off a craze for health care products several times.
In today's era of information explosion and self-media, the reception of information is fragmented, and user attention has become a scarce resource for businesses to compete for. The brainwashing magic advertising model is considered to be a low-cost and effective means that can be copied in large quantities.
For example, Wrigley Composite Light Grain Brick's brainwashing advertisement says "Three meters away is a solid color. There are details within one meter”, which concisely and accurately summarizes its differentiated characteristics, clearly answers what the standards of ideal ceramic tiles are, and solves the pain point of how to choose good ceramic tiles. It sounds catchy and provides users with professional and reliable Impression cognition of spectrum, remembered in a short time. This kind of advertisement is obviously more likely to generate memory points than a distracting advertisement with a procrastinating plot.
After all, the essence of advertising is to disturb, and the advertiser’s appeal is promotion. Advertising that ignores sales and only pursues creativity is doing away with the basics, and marketing that doesn’t aim at conversion is rogue!
2.
The inner logic behind the explosion of brainwashing god ads
Some people may question, can you sell the product just by letting consumers remember your advertising slogan? In the era of mobile Internet, what you see is what you get, live broadcasts bring goods, soft articles are planted, and goods can be sold in an instant. Is it so important to make users remember it?
Actually, this involves the underlying logic of user consumption behavior——
Source: Internet picture, infringement and deletion
When the Internet was not yet popular, users would see advertisements on TV (usually CCTV + advertisements + celebrity endorsements), then remember a certain brand, and then go to supermarkets or physical stores to buy it after a while.
Now, when users see something they like, they are accustomed to searching it directly on their mobile phones, then purchasing and sharing it on third-party e-commerce platforms, skipping the memory process.
But in fact, past behavioral patterns have not completely disappeared. In reality, the purchase of many products is still based on users’ previous memories and cognitions, especially products with high prices and long decision-making processes, including home building materials products.
For example, tiles, if you see a sale in MomentsA short promotional video for ceramic tiles. If you happen to have decoration needs, will you place an order immediately? You will be very cautious, compare again and again, and don’t want to be deceived and spend money wasted. At this time, you will be more confident in your past knowledge.
As long as the brand is remembered with strong memory, when consumers themselves or their relatives and friends have decoration needs, the first thing they think of is Wrigley Composite Light Pattern BrickThis is a brand of precise brainwashing shikigami advertising.
To put it simply, the reason behind the popularity of brainwashing ads is that this kind of advertising can make consumers remember the selling points of the product more deeply and lastingly.
3.
Brainwashing God Advertising Strategy: Seek awareness first, then seek approval
Source: Internet picture, infringement and deletion
From the perspective of brand marketing, brainwashing advertising repeats the benefits of products to consumers and completes the stage of consumers' understanding and recognition of the brand; creative advertising expresses emotions and spirit, trying to enhance consumers' awareness of the brand. Brand recognition, creating premiums, and completing the stage of consumers' recognition of the brand.
Because, from the beginning, it is not easy for a stranger to pay for your product. It must go through a process of "(recognition) recognition-identity-subscription". From awareness to subscription, the chain is interconnected, step by step, and each link conveys corresponding information.
When consumers don’t have a clear understanding of the brand and don’t know who you are, you talk to them about values, brand stories, and promote you If the advertising is misleading, it will look very pale and weak. First let him know you, then let him understand you, then let him identify with you, and then it will not be difficult to let him buy something. It is not difficult to find that this kind of strategy is behind the so-called brainwashing god advertisements.
For example, Wrigley CompositeLight Pattern Brick's slogan "Three meters away is solid color, within one meter there are details", accurately expresses the differentiated characteristics of the category through the visual image brought by distance, and informs consumers that " Who am I?" and "How am I different from other tiles?", combined with the value point slogan "let the space have more white space", strengthen user awareness and avoid distracting advertisements that are "tasteless to eat and a pity to throw away." The tasteless feeling.
By repeatedly placing this ad, Wrigley Composite Light Pattern Tile helps users build a set of choices. The golden rule of bricks, on the basis of completing market education on consumers' brand awareness, strengthens consumers' sense of identity and effectively promotes subsequent sales conversion.
Summary
Demand determines the form of marketing, personal likes and dislikes are not the first dominant factor.
The controversial brainwashing god advertisements are, on the one hand, annoying and criticized because of the repeated brainwashing; on the other hand, it is undeniable that due to the brainwashing effect of repeated screen swiping, users see this kind of information when exposed to it. Often the gaze will linger unnaturally, forming a permanent memory.
It can be said that behind many magical advertisements such as Wrigley Composite Light Textured Bricks and Yiche, it is precisely the Accurate insights into user needs, the internal logic of brainwashing advertisements, and expression strategies. Only this kind of advertising and marketing can hit the mark and successfully seize the minds of consumers!
