I really don't want high ratings for my documentaries!

Chapter 267: Money or Tonality!
Devil
In a tall building facing the river.

The footsteps coming and going show how busy the place is.

To be able to have such an office next to the famous Huangpu River.

It shows that the company here is not a small brand.

It is the famous luxury jewelry.

Bulgari's Huaguo headquarters.

Because it is the celebration ceremony of Bulgari's 200th anniversary.

So during this period of time, Bulgari has been fully busy from the company to the store.

Various 200th anniversary commemorative styles, exhibitions, shows, etc. followed one after another.

Strive to celebrate while still making a lot of money.

The advertisement for the 200th anniversary is also an important link.

To this end, they solicit excellent advertising ideas from directors all over China.

The price is also very high.

There is no other reason.

That's because Bulgari's headquarters is far away in Northern Europe.

There are performance requirements for this 200th anniversary celebration.

In each country and region, the Bulgari headquarters has customized the sales volume.

And Huaguo has extremely high consumption power because of its vast land and abundant resources.

Therefore, Bulgari headquarters customized sales for Huaguo.

It is also in all Bulgari sales divisions around the world.

belong to the top three.

Such a high difficulty naturally made the Huaguo District Headquarters have to pay attention.

In the meeting room at this time.

All managers above the director level are all sitting here.

Sitting at the very front is Zhou Yang, the big boss of Baoge Lihua's national headquarters.

Wearing a decent suit, Zhou Yang looked mature and charming.

Looking at the directors in the meeting room.

Zhou Yang coughed and said.

"Okay, now let's talk about the 200th anniversary commercial."

"First of all, our spokesperson, Wu Xiaolei, is sure to leave the country."

"In addition to the spokesperson of the jewelry series, brand ambassadors and brand friends also need to contact them."

"When the time comes, help distribute the scarves, and the most important thing is to select directors."

"At present, we have received a total of 68 directors' proposals."

"We spent the whole morning on one thing."

"That is to choose a satisfactory one from the 68 planning proposals, and finally sign the contract."

After Zhou Yang finished speaking, the assistant at the side brought over a stack of plans.

Distributed to each director in turn.

Basically, every director can get 6-7 planning proposals.

And the directors who got the plan.

Looking at the names on the plan, they also started discussing.

"Oh, Zhou Xiaoqing also submitted a plan. I just watched her movie last week."

"I have Moomin here, do you remember, it's the director of the micro-movie that hit the Internet before."

"Liu Ke also submitted a proposal. I remember that he seems to have a new movie to be released recently."

In the submitted plan.

There are many directors who are already famous.

In front of the 2000 million reward.

These directors also let go of their reserve.

At this time, a director sitting on the far left suddenly yelled.

"Oh! What I got is director Jiang Bo's plan!"

Hearing Jiang Bo's name.

Many people looked sideways.

"Jiang Bo? His commercials are famous in Neon!"

"How did he come back? Didn't he develop very well in Neon?"

"Isn't it? It is said that he is known as the top 5 director in the neon advertising industry."

"I thought he was going to run for Bulgari in Neon Country."

The directors in the meeting room couldn't help whispering.

At this time, Zhou Yang, who was sitting at the top, tapped his finger on the table.

The other directors turned to look at him.

"Okay, don't make a fuss, Jiang Bo was the one who sent him the message myself."

"Let him come back to participate in this campaign, after all, he can also be in the field of world commercials."

"The top-ranked director is also from Huaguo, so it's reasonable to call him back."

Hearing this sentence, everyone nodded thoughtfully.

Then continue to check the plan in hand.

At this time, a director sitting in the corner.

Look at the name of the plan in hand.

Couldn't help muttering.

"Xu Wen? Is this Xu Wen the director of "A Bite of Tongue 2" that I know?"

The director sitting next to him smiled when he heard this.

"Director Xu Wen? Isn't he a documentary director? He also came to send over the proposal."

"Will you directly make our Bulgari commercial into a food commercial?"

Hearing this, the director of Xu Wen's planning case shook his head and smiled.

"I don't know, but although Mr. Zhou meant to recruit directors from all over China."

"But the ones who care about are those top directors of commercials."

The director next to him heard this and nodded in agreement.

"That's right, it's for the whole country."

"That's actually for the headquarters to see."

at this time.

Zhou Yang interrupted everyone's discussion.

"Okay, don't talk about it, everyone can start to check the plan in hand."

The leaders all spoke.

Everyone also shut their mouths.

Start to check the plans assigned to you.

The conference room suddenly fell silent.

Encountered some plans that I thought were pretty good.

Directors will also make a mark.

Time just passed by minute by minute.

Before I knew it, several hours had passed.

At this time, the inspection work of each director has also come to an end.

At this time, the director sitting in the corner.

He picked up the last planning case that was assigned to him.

It was the proposal submitted by Xu Wen.

The planning case is also about first come, first served.

as a reviewer.

Naturally, we should first choose those proposals that are likely to be selected.

Naturally, the plans of non-commercial film directors like Xu Wen were put at the end.

Open Xu Wen's plan.

The front is really as the previous director expected.

This commercial was filmed in the form of a documentary.

From the perspective of a diamond ring craftsman, record the process of a diamond ring from selection to production.

The creativity is not top-notch, but it is also novel.

It's just in the planning case submitted today.

Dragons and crouching tigers.

A plan like Xu Wen's can only be considered above average.

But as a documentary director, it is already very good.

After all, in so many planning cases today.

Half of them are directors who professionally shoot commercials.

An advertisement, in addition to the shooting form, sometimes its advertising words are also an important part.

Some advertisements with unsatisfactory content rely on sobering advertising words.

Sometimes it can stand out.

Wait till you read the ad.

The director is going to close the project.

But he was subconscious in his heart, and he didn't think Xu Wen could come up with any good advertising words.

Turning to the last page, the director was stunned.

"Bulgari's 200th anniversary diamond ring! Every man can only customize one piece in his life!"

Forehead.
The director was stunned.

This ad is so dumb.

Which brand does not want to buy more of its products.

It's strange that someone buys such an advertisement.

The director subconsciously wanted to throw this plan on the side that was eliminated.

But his hand hadn't let go yet.

Suddenly stunned.

Huh? !

Such reverse marketing.

If not, it will inspire more consumers who were originally entangled in several jewelry brands.

Do you choose Bulgari?

From the beauty of the advertising words.

This ad is pretty generic.

But from a practical point of view.

It can indeed stimulate more potential consumers.

Say something ugly.

The main consumer force of jewelry brands is women.

And saw the slogan that only one wedding diamond ring can be customized.

Naturally, I hope that my marriage can only be once.

Although the divorce rate is very high now.

But men and women in the marriage period are often very top.

I hope to pay attention to the moral in everything.

At this time, the director slowly took his hand back.

Only then did he realize that this seemingly ordinary plan.

The consumption-inducing effect contained in it.

Involuntarily, he began to re-examine the plan.

As it approached noon, all the directors had finished reading the plans in their hands.

"Okay, now each director recommends a plan that he thinks is acceptable."

Zhou Yang crossed his hands on the table, looked at everyone and said.

"I recommend director Jiang Bo for this job."

"I recommend director Zhou Xiaogang."

After all the directors had been selected, Zhou Yang realized that the director sitting in the corner hadn't spoken a word.

Instead, he frowned and carefully looked at the plan in his hand.

Those who don't know think they are reading obscure ancient Chinese.

"Xiao Ming, what's the matter? Is there any problem?"

The director who was called by name.

When he came back to his senses, he said hastily.

"Oh, there's no problem, it's just that I'm too fascinated by this plan."

"Hahaha, it seems that you have found a particularly good plan. Who do you recommend?"

Zhou Yang smiled.

Director Xiao Ming smiled, acquiescing to this point of view.

"I recommend director Xu Wen's plan."

Xu Wen?

Isn't this the documentary director?
He heard the name reported by Director Xiao Ming.

Zhou Yang was a little surprised.

He also thought that Xiao Ming got a proposal from a particularly famous commercial film director.

Unexpectedly, it was made by a documentary director.

I couldn't help but pay attention to the name.

"Okay, now let's circulate all your proposals to each other."

Zhou Yang adopted the form of mutual review.

Now there are less than 10 plans left.

It's easy to choose.

30 minute later.

"Now, let's each choose a name."

Zhou Yang repeated it again.

"I recommend director Jiang Bo."

"I recommend Director Jiang Bo"

Two consecutive places to recommend Jiang Bo.

Zhou Yang nodded secretly.

It is indeed a top commercial director who can make a name for himself in Neon.

No matter in terms of professionalism or strength, they are all achievable.

It's not in vain that I personally made the phone call to Jiang Bo.

It seems that if there are no accidents today.

Probably Jiang Bo.

At this moment, he suddenly heard another name.

"I recommend Director Xu Wen."

Zhou Yang was taken aback, and followed the voice to look over.

I found out that it was the former Director Xiao Ming.

Zhou Yang smiled.

"Xiao Ming, you can't be Xu Wen's fan, you support him so much."

"Boss, I'm not such a person. I only think about it to complete the sales of the headquarters."

Facing Zhou Yang's joke.

Director Xiao Ming immediately denied it.

Zhou Yang wanted to say something else.

Suddenly a director sitting next to Xiao Ming also spoke.

"Boss, you misunderstood Xiao Ming. He really came here to meet the sales target, because I also read this plan, and I also chose Director Xu Wen."

Immediately afterwards, a director sitting opposite also raised his hand.

"Well, I also choose director Xu Wen."

"I chose director Jiang Bo."

"I chose Xu Wen."

Each director's statement made everyone's opinions divided into two distinct factions.

Half of the people choose Jiang Bo.

The remaining half chose Xu Wen.

This made Zhou Yang very curious.

"If I remember correctly, Xu Wen is a documentary director."

"Is the plan I submitted so good? Do so many of you choose him?"

At this time Director Xiaoming stood up and said.

"Boss, I think you should have an answer to this question after reading it yourself."

Hear Xiao Ming's words.

Zhou Yang directly took Xu Wen's plan.

Before he had time to open it, Jiang Bo's plan was brought over in the next second.

Out of respect for Jiang Bo's achievements in commercials over the years.

Zhou Yang first chose to open Jiang Bo's plan.

And the directors in the conference room.

At this time, he also waited for Zhou Yang's result without saying a word.

After a few minutes.

After watching Jiang Bo's plan, Zhou Yang let out a long breath.

Closed Zhou Yang's plan.

"Jiang Bo's plan this time is very good."

"Both the theme and the creativity are in line with the core spirit of our brand."

Hearing this sentence, the director who voted for Jiang Bo before was relieved.

Director Xiao Ming said hastily.

"Director, don't rush to draw conclusions, you should read Director Xu Wen's first."

"I know, don't worry."

Zhou Yang smiled and nodded.

Then he picked up Xu Wen's plan.

Seeing the creative part ahead, Zhou Yang frowned slightly.

Can't help but be a little disappointed.

In his view, the front part.

Not to mention plain, but it is far from reaching the level where you can PK with Jiang Bo.

With the idea of ​​seeing the end, Zhou Yang flipped to the end.

"Bulgari's 200th anniversary diamond ring! Every man can only customize one piece in his life!"

When he saw the last sentence, Zhou Yang was subconsciously taken aback.

But soon he understood the mystery.

reverse marketing.

It seems that a large part of users have been abandoned.

But it actually attracts more potential customers.

This slogan is very inducing to consume.

Just ask the girl who doesn't want to buy a wedding diamond ring.

Want to buy a diamond ring that a boy can only buy one?
This seems to be an advertisement with a narrow audience.

Can't help but attract girls.

At the same time, it also attracts the boys above.

Buy a diamond ring for the girl you like that you can only buy once in a lifetime.

Didn't it just prove his determination?

Zhou Yang let out a long breath.

Look at Xu Wen's name at the beginning of the plan.

It became clear why these directors were willing to vote for Xu Wen.

What Jiang Bo represents is to extend the tonality of Bulgari brand in another way.

And Xu Wen's plan is very simple.

That is to promote sales.

So at this time a difficult problem was placed in front of Zhou Yang.

Is it sales or brand tonality?
Seeing Zhou Yang's face, everyone in the conference room knew it too.

At this time, Zhou Yang was caught in a tangle.

Can't help expressing their opinions one after another.

"Boss, I personally think that we have always emphasized brand tonality, but this time we can choose sales."

"I disagree. Our Bulgari is not a small street store. The tonality of the brand is very important to us!"

"But now the sales for the 200th anniversary are here, you want to achieve results!"

"That's the way it is said, but once we give up the brand tonality, then we don't deserve to be called luxury goods."

"It's very simple, just wait until the sales target is not reached."

Everyone has a goal they support.

On the one hand, it is the b style of the brand.

On the one hand, it is the sales target set by the 200th anniversary headquarters.

The palms and backs of the hands are full of flesh, which is very embarrassing.

And at this moment, sitting in the corner.

The director Xiao Ming who got Xu Wen's plan at the beginning suddenly spoke.

"Who said that Xu Wen's advertising plan this time only focuses on stimulating sales?"

"You have never discovered the brand tonality contained in it!"

Hearing these words, everyone in the conference room turned their heads to look at Director Xiao Ming.

Even Zhou Yang looked at Xiao Ming.

"Tell me!"

Xiao Ming nodded and stood up.

"First of all, is director Xu Wen famous?"

Everyone nodded collectively.

Just kidding, several documentaries in a row can be regarded as starting Xu Wen's popularity.

So far, the food documentary ceiling of "Bite of the Tongue" has not been broken.

Director Xiao Ming continued.

"Why is he famous?"

Everyone was stunned.

Is not this nonsensical?

because
"Because of documentaries, right? And what is a documentary?"

"That is to record the truest story with the most unpretentious lens!"

"What is the brand tone of our Bulgari?"

"Using the most craftsman's spirit to treat every piece of jewelry as a work of art."

"Did you find it?! This is similar to the connotation of making a documentary!"

Xiao Ming said slowly and seriously.

Everyone was stunned.

Continue to listen to Xiao Ming's story.

"so!"

"In Xu Wen's plan, he didn't put the tonality of our brand in the commercial!"

"But! His identity as a documentary director represents the tonality of our brand!"

"He himself is a living sign!"

Forehead.
Everyone stared at Xiao Ming blankly.

Didn't expect it to be explained that way.

Although it is ridiculous, it seems quite reasonable!

Even Zhou Yang didn't deny it for a while.

indeed!

Who said that only commercials are the focus of publicity.

Why can't the director who shoots the commercial be a point of publicity?
After thinking about this point, Zhou Yang looked at Xu Wen's plan differently.

"Okay, you go out for a while, let me think about it."

Finally Zhou Yang said leisurely.

When the directors heard these words, they also got up one after another.

left the conference room.

When they came outside the meeting room, the topics of directors became more relaxed.

"President Xiao Ming, I didn't expect your vision to be quite unique."

"That's right, if you didn't say that, I wouldn't have thought of it."

"Hey, don't be so sure, director Jiang Bo's plan is also very powerful."

"That's right, I still think Zhou always chooses Jiang Bo!"

The directors' words both inside and outside have the meaning of arguing.

But everyone knows it.

The real decision will be who is sitting in the conference room at the moment.

Just 5 minutes later.

The door of the meeting room was opened.

Zhou Yang appeared at the door.

Everyone looked at Zhou Yang intently.

they know.

Now comes the time to announce the results!

　Are you all working?
　　It must be a little uncomfortable to start work after the new year.

　　No matter what, remember that the body is the most important thing!

　　In addition, ask for a ticket, ask for a reward~
　　
　
(End of this chapter)