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网易云音乐推出脑洞广告片 把蓝牙音箱打造成了爆品

2017-09-14 13:16:23   中国青年网

近日,网易云音乐出品的蓝牙音箱在京东上线。与此同时,网易云音乐还同步上线了一支音箱创意的TVC,网友看完直呼“脑洞大,有创意”。

在视频中,网易云音乐创意地用“拟物”的方式,将这款蓝牙音箱还原声音本真的音质感展现的淋漓尽致,鸟叫声、乒乓球撞击球拍的声响,拉开拉罐喝饮料的声音,寓意蓝牙音箱传达出来声音就如同其本身自然的声音一般,回归声音本真。

整支TVC广告从各个细节之处体现了这款蓝牙音箱最大的卖点,巧妙避免了背“说明书”似地说服用户,用脑洞、有趣、又形象的方式完成向用户的信息传递。这样一来,既避免了生硬的传输信息,又不会让用户当成是广告自动屏蔽,可谓一举两得。

在网易云音乐站内,用户红茶乌龙茶评论称,广告创意很赞,音箱看着很小巧精致,好喜欢那个灰色。用户Daffodil eric称,在微博上看到过,当时还问谁家广告这么牛逼,原来还是网易云。可以说是非常有创意了。

随着人们获取信息习惯的转变,如今投入产出比比较高的方式,也已经不是“品牌主-用户”这样的单项营销,而是“品牌主-用户-更多用户”的方式。而其实网易云音乐一直以来的“以用户影响用户”的营销思路,就是对这种情况最好的注解。

依靠脑洞和创意,把广告做成用户想看的广告,不仅能够抓住用户的视线,对胃口的内容还能引发可观的二次转发,而营销人员只需要稍微的助推,甚至比品牌方花大力气去营销效果还要好的多,此前网易云音乐的乐评专列、音乐专机等大获成功,就是最好的例证。

事实证明,网易云音乐的创意视频获得了成功。据京东界面显示,此次对外售卖的三款颜色音箱中,石墨灰和山栗棕首发均已售罄,第二批预计本月14-15日陆续发货,音箱整体好评度达到96%。

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