Rebirth: My dad is too obedient

Chapter 305: The Opponent Who Stole the Show First

The 9th is Jeep Proposal Day.

In order to avoid the morning rush hour congestion, Xu Chen and Sun Amy rushed to Lujiazui early in the morning.

Xu Chen took Sun Amy to have a luxurious Western breakfast that cost more than 100 yuan per person.

In fact, it is just ordinary grilled sausages, fried eggs, sandwiches...

Mainly because we are in Lujiazui, we also need to share the cost of store rent.

After breakfast, I found a coffee shop near the Jeep brand company and sat for a while.

This is a boutique hand-brewed coffee shop where you can smell the aroma of coffee from afar.

As expected, Shanghai is far ahead in the field of "petty bourgeoisie", with such boutique coffee shops already having appeared in 06.

It took another decade for the marketing concept of “specialty coffee” to spread and become popular in China’s first- and second-tier cities.

It was already a bit chilly in Shanghai in October, and Sun Amy was drinking a cup of hot latte.

Since I entered the industry, I still feel a little nervous every time I participate in a proposal.

When I was at Black Duke, the director who led the proposal team would at least show some nervousness, and would start looking at PPT and memorizing scripts early in the morning.

But Xu Chen seemed to be really relaxed, drinking a cup of hot black tea, looking relaxed and casual.

"Boss, when the proposal is made, do you really not need me to do anything?"

Xu Chen smiled and said, “No, but once we win the competition, I will probably have to make a storyboard script.

It’s hard work.”

It seemed that winning the competition was a foregone conclusion for Xu Chen.

Sun Amy was still a little worried, after all, the agency across the street, BBDO, was also a large international 4A agency.

Moreover, we have been communicating with the client for a long time, and the Hong Kong and Taiwan director is leading the entire creative team.

Dongchen Advertising was just a temporary participant, and the plan was made by Xu Chen alone, without asking anyone for help at all.

Although the Fuyanjie and Kunlun Mountain projects have made Sun Amy confident in Xu Chen's abilities, she is still a little unsure about today's competition.

Of course Sun Amy didn't know that what Xu Chen was holding in his arms was the "standard answer" that had been chosen by the client in his previous life. It would be strange if it was not chosen by the client.

Moreover, Xu Chen has already judged that there will be no risk of "coincidence".

After all, in the timeline of his previous life, Xu Chen’s “standard answer” was not launched online until three or four years later, which was considered the second round of promotion of the “Grand Cherokee” in China.

This round of promotion in the previous life may have used the "ordinary" ideas of BBDO or other advertising companies, which led to it being lost in the crowd and leaving no impression in the industry at all.

……

As the two were waiting, a group of people came in to buy coffee.

The middle-aged man in the lead was dressed elegantly and had a neat hairstyle. He saw Xu Chen from a distance and came over to say hello:

"Teacher Xu Chen..."

Xu Chen turned around and saw that it was the creative director of BBDO Tianlian Advertising and Wandao creative person Vincent Liu Wenqin.

"Mr. Vincent, what a coincidence!" Xu Chen quickly stood up politely.

Behind Liu Wenqin were four young colleagues, all of whom were dressed elegantly and stylishly, with the airs of international 4A models.

Liu Wenqin looks very gentle, which is in line with the style of Wandao advertisers:
“We are very much looking forward to Dongchen Advertising’s proposal, but we are also very confident in our own proposal.”

The other party spoke frankly and politely. Xu Chen smiled and said:

“I am very honored to have the opportunity to learn from Senior Vincent this time!”

Since the other party was so polite, Xu Chen also showed his cleverness and high emotional intelligence.

Liu Wenqin was obviously very pleased with Xu Chen's reply and smiled gently.

After all, considering his age, Xu Chen is indeed a "junior" in the advertising creative industry, and he is also a purely local mainland advertiser.

The cultural ecology of Taiwan Island is still influenced by Japan, and the hierarchy of "seniors and juniors" looking down on others in the workplace is still very obvious.

As a "senior leader of Taiwan Island", Liu Wenqin naturally also deliberately displayed the magnanimity and vision that he should have.

Of course, there is still a certain amount of hypocrisy in this, after all, they are competing for business, and Xu Chen is a latecomer...

It's human nature.

Liu Wenqin had a gentle look on his face and briefly introduced the four young people in the team behind him.

They all have the elite qualities of a 4A international company.

Xu Chen naturally introduced Sun Amy as well, and both sides greeted each other politely.

The four young men opposite us were all advertising people from the mainland, judging from their accents.

They shook hands with Xu Chen one by one and got to know each other, with obvious surprise revealed under their gentle smiles.

Naturally, they were still surprised at Xu Chen's age. He looked like the youngest person present.

Xu Chen was no longer surprised by this. Since no one asked about it or mentioned it, he was too lazy to give a perfunctory explanation.

Liu Wenqin's four subordinates are all mainland advertisers, but perhaps because of their relationship with Liu Wenqin, they all exude the elegant aura of Taiwanese advertisers.

Advertisers usually pursue being "unique", including in many aspects such as clothing, personal preferences, etc.

However, many young juniors will still take the initiative to adapt to the tone and style of the "director", which can be regarded as a little trick for survival in the workplace.

A suggestion of "loyalty" and "standing in line".

The 4A advertising circle these days is a "jianghu" with people from mainland China, Hong Kong, Southeast Asia, and at the top, Europeans and Americans.

It is also filled with many intrigues, factionalism, etc., and is not pure.

……

Everyone drank coffee in the coffee shop for a while and exchanged greetings. Then, when it was about time, they got up and left.

Xu Chen was still polite and took the initiative to let the "senior boss" walk in front, while he followed obediently behind.

……

As soon as I got out of the elevator and arrived at the door of Jeep's office, the brand manager Yan Chuan had already come to greet me and greeted me enthusiastically.

I was a little surprised to see that the BBDO and Dongchen teams were going upstairs together, but I just smiled and didn't say much.

Yan Chuan brought both teams to the same large conference room where they had held a meeting before National Day.

"Teachers, please wait a moment. Our two bosses will be here soon."

“We need to determine the order of the proposals later.

There are mainly two parts of content that need to be submitted today. The first is the basic advertising strategy and slogan, and the second is the spokesperson's advertising video.

According to our random arrangement, the two parts will be submitted separately.

The basic advertising strategy and slogan were first submitted by the BBDO team and then by the Dongchen Advertising team.

As for the spokesperson advertising film, it was first submitted by the Dongchen Advertising team and then by the BBDO team.”

He then looked at Liu Wenqin and Xu Chen respectively:

"Boss Vincent, Teacher Xu Chen, are there any problems?"

Naturally, there is no problem on both sides, as the saying goes, the guest should follow the host's wishes.

In fact, when it comes to reporting proposals, each order has its own advantages and disadvantages.

Those who report first have the opportunity to create a "preconceived" impression on customers.

In the case of "taking the initiative", once the client accepts the thinking of the person who reports first, it will be difficult to change it.

The advantage of reporting later is that you can respond to the situation as it arises and make temporary adjustments based on the language used in the previous report.

In general, it is similar to debate, both of which revolve around the logic of "persuasion".

……

After waiting for a while, the door of the conference room opened and Mr. Andy, He Dachang, walked in with a smile, followed by several other people.

"Sorry for the long wait, teachers...

Let me introduce you, this is Jeep brand deputy general manager, Mr. Leo Pang Ming.”

Pang Ming walked in with a smile. He was tall and thin, wearing a well-ironed suit, looking like an elite "returnee".

"Just call me Leo." He spoke gently and politely.

Liu Wenqin obviously knew him for a long time. He stood up and greeted him, looking very warm and familiar.

He Dachang smiled and introduced Xu Chen:
"This is Mr. Xu Chen from Dongchen Advertising."

Pang Ming looked at Xu Chen, not without surprise but also with a look of surprise:
"Andy told me you were very young. I didn't expect you to be so young."

After he finished speaking, several young people from BBDO looked at each other, and seemed to have the same idea.

Xu Chen did not explain too much, but handed over his business card with both hands:
"Nice to meet you, Mr. Leo. You can just call me Xu Chen."

Pang Ming also handed over his business card, and they looked at each other carefully.

Mr. Leo frowned and said to Xu Chen with a smile:
"Our target customer groups are mostly middle-aged uncles and successful men.

Teacher Xu Chen is so young, can he empathize with our target audience? "

Beneath the words, there is a doubt.

Liu Wenqin smiled inadvertently, as if this was exactly what he wanted.

Xu Chen looked normal and said with a smile:

“As advertising creatives, we need to be able to empathize with all kinds of user groups.

This is somewhat similar to the nature of an actor..."

He glanced at Liu Wenqin and said with a smile:

“For example, Mr. Vincent also worked on women’s care products before.

This is also a reflection of the professional ability of advertisers! "

Liu Wenqin was stunned. He didn't expect the topic to turn to him.

Liu Wenqin was also a little surprised that Xu Chen actually knew that she had made female care products.

Pang Ming smiled and turned to look at Liu Wenqin.

Liu Wenqin smiled and said:
"Teacher Xu Chen is right about this.

Those of us who work on advertising creatives really need to understand and empathize with different user groups.”

Xu Chen smiled and said nothing more. He still had to wait and see what the plan would be. Director He Dachang said, "I met Mr. Xu Chen for the first time before the National Day, and I was also very impressed.

Teacher Xu Chen is indeed outstanding in brand insight and strategic analysis.

Moreover, he has a very good personal relationship with Xie Bingran. If we can successfully cooperate with Xie Bingran in the future, it will be much more convenient for Dongchen Advertising to communicate on our behalf."

Obviously, this is to help Xu Chen.

Pang Ming smiled and said:
“The advertising industry is indeed full of hidden talents, just as Roosevelt said:
If you don't want to be president, you can be an advertiser...

Then I am even more looking forward to Dongchen Advertising’s proposal.”

At the same time, Liu Wenqin, who was smiling at the side, finally looked a little ugly.

Xu Chen just smiled gently, looking modest and cautious.

He knew very well that Pang Ming and Liu Wenqin had known each other for a long time and were even somewhat familiar with each other.

This close "customer relationship" will also affect the final solution selection, and Xu Chen cannot take it lightly.

……

After the two sides exchanged some pleasantries and got to know each other, Brand Manager Yan Chuan took the lead and began the formal proposal presentation:
“Then our meeting will officially begin. The BBDO team will first present the basic advertising strategy and slogan.

The time will be stuck at 20 minutes, Mr. Vincent, thank you for your hard work..."

Liu Wenqin stood up with a smile, having already connected the projector.

His manners are elegant and calm, and he still has some of the literary and artistic style of the creative people in Taiwan.

But at first glance, his sexual orientation should be normal, just a little bit effeminate...

"Before we propose, let's watch a video and enter the world of 'off-road' together!"

A video of more than one minute was played first with his magnetic voice.

The video content is a clip of various "off-road" scenes, accompanied by exciting and dynamic music, which is indeed very impressive.

Wilderness, mud, sunsets.

Tires, engines, middle-aged men...

After the video was played, several middle-aged men present clearly resonated with the emotion.

There is still a growth threshold between boys and men.

For middle-aged men who are successful in their careers and full of a spirit of challenge, wilderness and adventure still carry a sense of instinctive calling.

Men, after all, are hunting animals.

……

The atmosphere on the scene was perfectly set off by a video clip.

Obviously, Liu Wenqin is also very good at making proposals. He started with a video, which was a great start.

Turning the pages, he continued:

“Cross country is not just a hobby.

For our target customers, it is a lifestyle and a spiritual sustenance.

Driving an off-road vehicle does not necessarily mean going off-road in the wilderness.

The city is also full of adventures.

Off-road also represents their spiritual world in the concrete jungle.

When you reach middle age, you have a successful career and have climbed countless mountains in life.

This kind of mood and will can be emotionally released and resonated when driving off-road.

This is also our target customer group, the deep motivation for liking off-road vehicles and off-roading..."

I have to say that Liu Wenqin's proposal skills are truly first-class.

Coupled with his magnetic Taiwan Island accent, it is indeed very provocative.

This emotional presentation, starting from the emotional connection between the target users and "off-road", is indeed very motivating.

At the same time, Xu Chen was also very clear that this section of the presentation was in line with Jeep's own marketing strategy.

After a long emotional speech, I officially started to talk about the advertising strategy.

"In 2006, the Grand Cherokee re-entered China as a fully imported model.

Opening a new chapter for off-road vehicles and Jeep.

The core advertising communication strategy of our promotion this time is to use Jeep to represent and interpret the off-road spirit.

Let consumers associate off-road with Jeep in their minds.

Off-road is Jeep, and Jeep is off-road!"

He paused slightly, obviously observing the reactions on the scene, especially the two decision makers Pang Ming and He Dachang.

It was obvious that Pang Ming and He Dachang nodded slightly, showing their obvious agreement.

The core strategy has been put forward, and the next step is the core slogan.

Liu Wenqin flipped through the PPT and a sentence appeared on the screen:

【Jeep】

【Off-road, live a better life】

……

Xu Chen smiled.

From an advertising professional perspective, this slogan is indeed quite good.

Combined with the emotional rendering and strategic preparation just now, if the full score is 10, this slogan can get 7 or 8 points.

This creative director from Taiwan Island is indeed quite capable.

Xu Chen thought back to the previous competition for Fu Yanjie, and among the advertisers he met, Liu Wenqin was considered a good opponent.

……

The advertising slogan was displayed on the projection screen, and Liu Wenqin paused deliberately to allow Pang Ming and He Dachang to "taste" it carefully.

At the same time, the four young men in his team were obviously feeling excited and proud.

Their "director" did give a very good report, and this slogan is also very motivating.

Liu Wenqin smiled and then explained:
“The core strategy is to use Jeep to symbolize the off-road spirit.

So what is off-road spirit?
There will be a lot of interpretations...

But from the perspective of our core target group, the group of successful middle-aged men, it is this:

'Off-road, off-road life'..."

“Life is an adventure, and the urban jungle is full of hidden dangers.

The freer and more wilder you live, the more wonderful your life will be.

And beyond the wildness and danger, also beyond the achievements in life!
This is:
'Off-road, live a better life'! ”

As soon as he finished speaking, Pang Ming laughed and led the applause.

Then, applause broke out in the conference room.

Xu Chen smiled and clapped as well.

Sun Amy, who was standing by, glanced at her "boss" and became even more worried.

BBDO’s proposal is indeed very strong!

The advertisement "Off-road, more life" is indeed very interesting.

The key is that one word has multiple meanings and has complex meanings that can be pondered.

Naturally, Sun Amy had not read Xu Chen's plan, so she couldn't help but worry.

At least from Sun Amy's perspective, it is difficult to come up with a better slogan for the time being.

What’s more, BBDO and Jeep already have a cooperative relationship, and the relationship between the bosses is very good.

I'm not going to lose today's competition, am I?

As she thought this, she turned and looked at Xu Chen.

But he found that his boss was applauding along with him, but his expression was still calm and composed.

……

……

Pang Ming pondered the slogan and whispered:
"Off-road, cross-country life...

It's really good and catchy.

And the more you think about it, the more delicious it becomes!"

He Dachang followed up:
“Indeed, this sentence also fits the spokesperson Wang Shi very well.

This sentence coming out of Wang Shi's mouth also feels very interesting! "

Liu Wenqin's expression was calm, but he was obviously more confident and happy.

Based on the feedback from the site and his own confidence in the plan, he already felt that the report was almost certain.

The core of the basic advertising strategy and slogan in this paragraph is actually the last "slogan".

The previous strategic preparation is also to derive this slogan.

Obviously, the two decision makers, Pang Ming and He Dachang, both highly approved of this slogan.

In this way, Liu Wenqin was able to put his worries to rest.

……

After a few more discussions, Brand Manager Yan Chuan switched to the computer projection:
"Next, please allow Dongchen Advertising to submit the basic advertising strategy and slogan.

Also controlled within 20 minutes...

Thank you for your hard work, Teacher Xu Chen! "

　Thank you to all the godfathers who gave rewards!

　　
　
(End of this chapter)