Practical Advertising Cases · Events

Author: Mu Hong, Li Wenlong (Editor-in-Chief)
Publisher:
Publish Date: 2005-01-01
Features: Following the publication of the "Ad People · China · Humanistic Biography Series" in 2003, the "Ad People · China · Case Series" was launched in 2004 with deeper strategies, more meticulous thinking, and a broader scope in the spring. In 2003, we told the inner stories of ad people; in 2004, we revealed the wisdom miracles of ad people. We carefully selected industry leaders with strategic strength and initiated a large-scale "Case Hunt" across more than 20 provinces in the country. Sifting through sand to find gold, after repeated selection and careful evaluation, 338 cases stood out vividly and authentically before the readers. The largest and most comprehensive ad case collection in China's contemporary history— the "Ad People · China · Case Series"— was finally finalized at the end of the year. The "Ad People · China · Case Series" gathers the intelligence and ingenuity of ad professionals across the country in the new century, creating exquisite "dishes" and offering a rich "feast" to media professionals and ad people. The winning ad cases reveal the secrets of success, enough to satisfy everyone's cravings. Thus, you will re-examine ad people, Chinese ad people—this passionate, wise, and capable intellectual force—their strategies and spirit. How to achieve explosive brand and sales?—Events! Any successful event planning is a blast for sales and brands. In recent years, using various events to enhance brand awareness and influence, achieving direct or indirect revenue, has become a trend in the ad industry. Some classic cases are widely acclaimed. However, so far, only this collection has compiled and organized these cases. It can be said that these 74 cases nearly encompass all event marketing models, including some awe-inspiring big campaigns, such as "Building a City Festival Brand—China Huizhou International Digital Festival," which adopts the planning philosophy of "holistic city view," deeplys the core of the city brand, and performs in-depth marketing; "Igniting the New Power of Shenzhen TV—Shenzhen TV 2003 Summer Trade Fair," which adds activities like property awards, outstanding professional manager awards, silent auctions, community cultural and arts festivals, and car-property joint exhibitions to the flat trade fair, making it a rare gem in the trade fair industry. It achieved remarkable results in terms of visitor numbers, transaction value, and intention to buy; "Promoting Famous Cities—The 'Tianjin Day' City Marketing of the 5th China International Housing and Construction Fair" expands the concept of "famous people, famous enterprises, and famous properties" to "famous cities," offering a rare opportunity and honor for the recommended cities. Big campaigns and big ideas are what everyone aspires to, but if you can achieve a big impact with a small budget, making 100,000 look like 1 million, that is extraordinary. The "Tsinghua Unisplendour Notebook Glass House Network Life Activity" attracted nearly all Beijing media to follow up with a reality show, achieving a publicity effect that cannot be simply achieved with advertising expenses. Classic cases are too many to list one by one—please turn to the book to discover them.