Era: Beginning from the Modu Translation Studio

Chapter 415: Tactical Interweaving
In a double room in the TV station's guesthouse, the singers sang "lemon tree, lemon tree" without stopping for a moment.

Because it is the best room on this floor.

So Jiangshan's room has an extra desk compared to the three- or four-person rooms next door.

At this moment, Jiangshan was holding a pile of glass bottles and painting on them.

Yu Sigui, who was standing by, gradually forgot to fan himself.

"It's really beautiful," Yu Sigui reached out and took a freshly painted glass bottle: "After you do this, this bottle is almost a work of art."

"This is just the beginning,"

Jiangshan praised the girl a little too highly: "Real art is... OK, after I'm done with this busy period, I'll draw one for you."

"Are you serious?" Yu Sigui imitated Jiang Xiaoyu's catchphrase: "A liar is a puppy."

"When have I ever lied to you?"

Jiang Shan was really going to draw a big one for her: "Just wait and see."

Yu Sigui smiled, and when he looked at the table with his head in his hands, he found that this scene was so familiar:
"I just like watching you paint like this, it's like I'm painting..."

"Draw a foreign exchange certificate," Jiang Shan grinned and said, "Mr. Yu, I've always had an idea."

"what idea?"

"Open a store in Japan."

"Open a store?" Yu Sigui hadn't expected this: "What store?"

"Any store is fine, women's underwear, drinks and snacks, books and toys..."

Jiang Shan kept talking nonsense: "If it doesn't work out, I'll just open a supermarket."

Hearing this, Yu Sigui, who was rolling his eyes the previous second, rolled his eyes back the next second:

"You want to open a supermarket? Do you understand supermarkets?"

Since the 50s, supermarket-like retail formats have appeared in Japan.

By the 7s and 80s, the scale of Japanese supermarkets had exceeded that of ordinary department stores.

"I just said that casually," Jiang Shan said, "Just listen to it casually."

"嘁~"

"But think about it carefully," Jiang Shan speeded up the handwork in his hands:

"It's time for our country's export products to consider adapting to supermarket displays."

As soon as he finished speaking, Chen Peisi, carrying an electric fan, rushed in, exhausted:

"Jiangshan, I'm here to bring you an electric fan."

"Ouch,"

Jiang Shan immediately stood up and went over to him: "You came all the way here so late just to bring me a fan?"

"That's not the case,"

Chen Peisi: "Since my buddy has come to my territory, I have to take good care of him!"

"You are really my brother!"

After plugging in the power and pressing a button, a gust of wind immediately blew in the room from the southeast, northwest, and northeast.

Jiang Shan, who suddenly felt the air was flowing freely, quickly filled a tub of ice water for Chen Peisi and said, "I think you should stop going back and forth. Just stay here tonight."

"Sure, you have two beds anyway."

"That's settled then. If you have nothing to do tomorrow morning, come and take a look at my house."

"Okay," Chen Peisi said, "That's great. Let's go buy a wedding present for Lao Mao later."

"Is Lao Mao married?" Jiang Shan calculated with his fingers: "I don't think it's possible in the morning. I still have to go to ZN Sea to report the mission. In the afternoon... let's go together in the afternoon."

Yu Sigui: "Aren't you going to accompany your family to climb the Great Wall this afternoon?"

When the three comrades in the room thought about climbing the Great Wall on this day, they all wiped their sweat with their hands.

"Then let's do it at night," Chen Peisi said, "It's just right to go shopping at night..."

After everything was planned, there was another person watching the fun beside Jiangshan's desk.

As the Walkman was pressed again, the children's chorus of Lemon Tree sounded again.

"This song is really beautiful,"

Chen Peisi had wanted to say this a long time ago: "It's better to speak English..."

……

In fact, if Jiangshan followed his idea, the first advertisement he wanted to arrange for Laoshan mineral water was another Evian advertisement "Water Babies".

The content of this animated advertisement has almost nothing to do with mineral water. It is entirely about the physical journey of a small water droplet.

But the winning point is that Evian gave this animated advertisement a very cool background music.

This song is "We Will Rock You", a hit song released in 1977 by the British national treasure band Queen.

Although the lyrics of this song have nothing to do with mineral water.

But the awesome rhythm of the bathhouse singer, coupled with the arrogant and lively walking route of the "water child" in the animated commercial.

The audience fell in love with this advertisement instantly.

To be honest, this animated advertisement that won the Moby Advertising Award is the first of Evian's "baby marketing".

It’s a pity that Jiangshan arrived a few steps late and missed the release of the song "We Will Rock You".

Given the current tonnage of Queen, the Ministry of Foreign Trade is reluctant to pay the copyright fee.

But it doesn’t matter, there will be plenty of opportunities in the future.

The subsequent "We Will Rock You" not only became the theme song of the 1994 World Cup in the United States.

It was also spotted by Pepsi.

Like Evian before, Pepsi’s only requirement is that the song must be good.

Not to mention that the lyrics don't match, I wouldn't mind even if they've been used by someone else.

In 2004, Pepsi created a classic of its own.

The song "We Will Rock You" performed by Britney, Beyoncé and Pink at the Colosseum in Rome has become an insurmountable mountain for all beverage advertisements.

To be honest, it is common practice for almost all advertisers to not care about the lyrics but only care about how popular the song is.

For example, in Golden Milk, Faye Wong hummed "Everyone stole my haha" from beginning to end.

Jay Chou's "Dragon Fist" in Pepsi, JJ Lin's "No Fashion, No Money" in Yinlu...

and the "Intimate Lover" which means "washing makes you healthier".

Therefore, in order to make "Laoshan Mineral Water" soar to the sky, Jiangshan also chose a song called "Lemon Tree" which became brilliant as soon as it was launched.

The purpose is to make Laoshan mineral water famous and the Foreign Trade Department rich.

You have to know that in this era, all large state-owned factories have to hand over part of their profits on time.

By next year, Yanjing’s city leaders will ask Shougang to hand over its full-year net profit.

For this reason, the director of Shougang really confronted him.

……

As for the "Magic Mirror Baby" advertisement that Jiangshan planned for Laoshan Mineral Water.

This is simply because it is already a business path that has been explored and successfully implemented by later generations.

The Little Prince once said: All grown-ups were once children.

It is always better to still have a childlike innocence than to have experienced all the vicissitudes of life.

The reason why this advertisement has received over 100 million clicks is...

One reason is its novel and unique concept.

It also allows the vast majority of sophisticated adults to see their own innocent and lovely past.

After the huge success of the "Magic Mirror Baby" advertisement, Evian mineral water began its 20-year long journey of "professional baby show".

Diaper pulley babies, Spiderman babies...each one of them is getting younger and younger.

……

In addition to online, Jiangshan is currently busy with the offline supporting marketing package.

In today's world dominated by glass bottles, Jiangshan is ready to persuade Laoshan to launch a series of fully transparent glass bottled water.

Because only in this way can you play with new tricks.

Moreover, in terms of visual sensitivity, purely transparent glass bottles are the best carrier for mineral water.

As we all know, in addition to plastic bottled water for the general public, Evian also claims to provide elites with a pretentious artifact: glass bottles. After years of experience, Evian has fully mastered the routine of "how to sell a bottle of water at the price of luxury goods."

Not only does it invite well-known designers to design bottle labels for its bottles, but it also launches several so-called limited edition glass bottles every year.

With prices ranging from a few dozen yuan to as high as $99, Le’s glass bottles have never been a problem to sell.

In order to show that they are the epitome of taste and high-end life.

Evian also gave a discount equivalent to advertising fees, allowing most five-star hotels, high-end Western restaurants... to choose it as their exclusive drinking water.

In addition, Evian has also made every effort to introduce its bottled water into many fashionable and modern dramas.

The scenes in "Ode to Joy" where Liu Tao often drinks water by tilting her neck back instantly attract those who yearn for a refined life.

No matter whether it tastes good or not, just pay first.

However, in Jiangshan's opinion, some of Evian's glass bottles that have won the "Visual Communication Design Award" are indeed very beautiful.

A glass bottle that is so beautiful will definitely have a market even if it is filled with tap water.

After all, judging people by appearance and buying the box and returning the pearl are business practices that have existed since ancient times.

Seeing this, other brands of drinking water followed suit and launched their own glass bottles.

The most beautiful one among them has to be the slightly sweet Nongfu Spring.

……

Jiangshan, who kept triggering combos, finally fell on the kang after working for half the night.

Yu Sigui and Chen Peisi, who helped out all night, also stayed with him until dawn.

With the blink of an eye, the three happy singles were busy again.

When he turned the key in his hand and opened the door to No. 34 Qianliang Hutong, Jiangshan was still smiling happily as if he was coming here for the first time.

"Dad, Mom, this is our house in the capital..."

The courtyard house with two entrances and eighteen rooms, although still looking old, has been tidied up and maintained in an presentable and tidy manner by several old comrades.

Just like Xiaoyu and Xiaobai, after going around the house one by one.

What Jiang's father and mother like most are the flowers, plants and grape trellises in the yard.

However, Jiang Shan was surprised by the pile of old objects under the eaves: "What is this...?"

"Don't look at them as insignificant,"

Wang Shixiang smiled and said, "When your uncle Xi and I have time to take care of them, you will know how beautiful they are."

In the eyes of several old comrades, "beauty" is the most important aspect of these old goods.

As for Jiangshan...of course it's the same.

……

In ZN Hai's office, children's songs like "lemon tree, lemon tree" were heard everywhere.

Lu Xuzhang, who was sitting in the room, listened more and more, and his eyes became brighter and brighter.

"Is this really a song written by Jiang Shan?" Lu Xuzhang looked at Li Qiang: "Is it an English song?"

"What's so strange about this?"

Li Qiang, who had just been acting strange yesterday, was now as steady as a rock: "Since Jiangshan can choreograph dances, he can certainly compose songs too!"

"Hey," Lu Xuzhang was really impressed. He shook his head and smiled, "He really does not separate literature and art."

"You don't know yet," Li Qiang pointed at the recorder while the music continued.

"Now let's play this song. It's the commercial song Jiangshan wrote for McDonald's in Hong Kong. How about it? It sounds good, right?"

"Really? It seems he is still a veteran."

"He is an old hand at advertising," Li Qiang said. "No wonder he won awards abroad. It seems that the leaders in Pujiang are good at employing people!"

"Um,"

Lu Xuzhang nodded: "But, you called me here today just to listen to Jiang Shan sing?"

"That wasn't my idea, eh—"

At this time, Li Qiang pointed at Jiang Shan who just walked in and said, "It's Comrade Xiao Jiang's..."

……

A few minutes later, Jiangshan presented the results of last night's battle one by one.

"Due to the limitation of our publicity funds,"

The first thing Jiang Shan presented was a quotation sheet brought by Yu Sigui:

"So, I have already asked Japan's Daichi Advertising in advance, and they have negotiated a very good bus advertising quote for us,"

At the moment Jiang Shan handed over the offer, he asked, “Have you two seen the movie ‘Astro Boy’ that was broadcast on TV a while ago?”

“I haven’t seen it.”

“However, I heard that the response was particularly enthusiastic.”

How could the country’s first animated series not receive a warm response?
"This Japanese cartoon is actually an advertisement for Casio digital watches," Jiang Shan said. "The company that acted as a matchmaker for CCTV at the time was Dadi Advertising."

Lu Xuzhang: "So, this advertising company is still an old friend of our country."

"You are right," Jiang Shan nodded and said, "She is also my friend now."

Lu Xuzhang smiled, he knew who Jiang Shan was talking about.

"So," Li Qiang asked, "the offline advertising you mentioned is the Japanese bus advertising?"

“Bus advertising is only part of it,” Jiang Shan explained:

“If you want to use less advertising money and get the maximum advertising effect.

Then we have to try our best to win every time we shoot, and every time we take action, we will definitely gain something.

We must make sure that every advertisement for Laoshan mineral water becomes a hit.

It has blossomed on TV, outdoors, public facilities, and public transportation.”

"Xiao Jiang, you don't need to think too much about the advertising budget."

Li Qiang felt that the Jiangshan project alone saved the factory a lot of advertising design fees.

He had some knowledge about the costs in this area.

After all, Qingdao Soda Factory’s overseas advertising expenses have never been lower year after year.

"What I need you to do now," Li Bu looked at Jiang Shan, "is to spend the same amount of money and get greater results."

After nodding, Jiangshan immediately took out a stack of manuscript paper.

"Look here, and this one,"

One by one, the drawings were handed out:

“These are all advertisements that will be placed inside Japanese buses.

Similar designs have been shown to several bus companies in Tokyo, and they all welcomed these advertising design elements.”

Green mountains and clear waterfalls painted all over the top of the car;
Facing the high-rise office building, the Laoshan mineral water advertisement is spray-painted on the roof of the exterior facade.

The fascinating story of Laoshan mineral water is written on the back of the seats;

Laoshan mineral water bottles wrapped in armrests;
The entire facade of the bus says: We don’t produce water, we are just nature’s porters.

"This is a picture of the Laoshan water collection area painted on the subway steps."

Jiang Shan said: "Currently, among the Tokyo subway stations that are full of advertisements, this is the only one that is blank.

Therefore, when Dadi Company went to discuss cooperation, the subway operator did not take the steps seriously at all.

I was particularly happy to sign a three-year advertising agency contract with Dadi Company."

Looking at Jiangshan’s design sketch, let alone the Tokyo subway, even Lu Xuzhang and Li Qiang were secretly exclaiming: Can this be made into something?

"Xiao Jiang," Lu Xuzhang reached out and snatched the blueprint.
"Your design is quite good. I think we can also do something like this at the entrance steps of the underground hotel that we are about to convert into an underground hotel!"

"Yes, it is indeed possible," Jiang Shan continued:

"Look at this, the two of you, this is a practical billboard wrapped around a shower faucet on the beach.

And these, these interactive outdoor billboards, will…”

According to Jiangshan, there has not yet been a single interactive outdoor billboard in the entire international advertising market.

In other words, in order to promote the international market of Qingdao Soda Factory, Jiangshan contributed a series of design highlights from the future.

Everything is just as Minister Li said, spending the same amount of money and getting the biggest profit.

At the beginning of such a poor era, it is much more cost-effective to explode tactics than to explode equipment...

(End of this chapter)