Rebirth: My dad is too obedient

Chapter 341 The boss's benchmark project

Vanke Center, a cafe on the first floor of the park.

A gentle lady who looked to be in her thirties walked in, and Liu Wenqin hurried out to greet her.

After greeting each other, I brought him here to introduce to everyone:

"This is Mr. Wang's secretary, Sister Cindy."

"Hello everyone, I'm Chen Xin."

Chen Xin was wearing a dark business suit and frameless glasses, and looked easy-going.

Vanke founder Wang Shi has several secretaries. Cindy Chen Xin in front of him is mainly responsible for administrative docking related work.

She is responsible for arranging meetings like today's.

Liu Wenqin was obviously very familiar with Chen Xin, and he also introduced her to other people.

The most important ones are naturally Xu Chen from Dongchen Advertising and director Bao Junsen.

The two sides exchanged business cards. Chen Xin looked at Xu Chen again and said with a smile:

"Our boss is waiting to see Mr. Xu...

I just didn’t expect that Mr. Xu is so promising at such a young age.”

Liu Wenqin: "Sister Cindy, I told you a long time ago that Teacher Xu Chen is very young."

Chen Xin smiled gently: "But I didn't expect it to be so young."

……

Chen Xin led everyone into the building of Vanke Center.

The high-ceilinged elevator lobby looks extremely grand.

Chen Xin swiped his card to open the door, and a large group of people followed him into the elevator hall.

Wu Feifei looked very well-behaved and followed Xu Chen closely.

Chen Xin: "The boss is still in a meeting. I'll take you to the meeting room first. You may have to wait a while."

Liu Wenqin: "It's okay, we just need to wait a while."

……

The elevator goes straight up to the 36th floor.

It turns out that the entire floor is filled with meeting rooms of various sizes.

Most of the employees who were in a meeting inside were wearing shirts and suits.

Among all industries, finance and real estate are considered to be more "formal", and larger companies generally require employees to wear formal attire or uniforms.

In fact, in a sense, real estate companies themselves are very similar to financial companies.

After all, in the past decade or so when domestic housing prices have skyrocketed, the financial attributes of housing have far outweighed its residential attributes.

Large conference room.

When you push open the door, you will be greeted by a large floor-to-ceiling glass window, overlooking the sea of Dapeng Bay in the distance.

You can vaguely see some sailboats slowly moving on the water.

A group of people couldn't help but admire:

“This scenery is so beautiful!”

“It’s really great to work here!”

Xu Chen remained silent, but he didn't care.

Even beautiful scenery will become boring.

Even in a company with such a beautiful scenery, if you face work and colleagues you don't like every day, you will still want to escape every moment.

Creating a "high-end" office environment is a common practice for many companies.

However, it cannot conceal the workplace oppression, suffering and exploitation behind it.

Little do people know that many employees of large companies who appear to have bright and promising careers actually lead extremely unhappy and devastating work lives every day.

……

……

Chen Xin asked his administrative colleagues to bring some drinking water and then left.

The director team sat down at the conference table, connected their computers, and rehearsed the content of their proposal.

Xu Chenze and Liu Wenqin were chatting casually.

Mr. Vincent from Taiwan has the unique politeness and courtesy of Taiwanese men, and is also quite talkative.

In the Jeep project, Liu Wenqin and Xu Chen were already close partners, so they were not too wary or wary of each other and were able to be honest with each other.

Xu Chen looks very young, but his professionalism in advertising creativity has left Liu Wenqin speechless.

After a business trip to the northwest and the contact during this period, Liu Wenqin discovered that this seemingly young mainland creative person was also extremely mature and appropriate in his experience and interpersonal relationships.

On the one hand, he couldn't understand it, but on the other hand, he looked at "Mr. Xu" with even greater respect.

……

Ten minutes later, there was a knock on the conference room door from outside.

The door was pushed open, and Secretary Chen Xin walked in first:

"Boss Wang is here."

Then five or six people walked in together, and it looked like a big scene.

The person in the front is none other than Wang Shi, the founder of Vanke.

He had a slightly ostentatious smile and was thin and not very tall.

Unlike the others who were wearing formal attire, Mr. Wang was wearing a jacket and jeans, looking very casual.

"I apologize for being ten minutes late."

Wang Shi said with a smile.

Liu Wenqin walked forward and shook hands with Wang Shi.

It was obvious that he and Wang Shi were indeed familiar with each other.

People from BBDO, the director team, and Dongchen Advertising in the conference room also stood up.

For many young people, it was their first time meeting the so-called "business tycoons" and they unconsciously showed some nervousness and timidity.

Naturally, this also includes Wu Feifei, who has not yet entered the workplace.

Xu Chen actually found it a little funny.

In fact, in terms of "comprehensive strength", Wu Feifei's father Wu Yongming is not inferior to the so-called "business tycoons" at all.

In the domestic environment, the power of a "mayor" is far beyond the imagination of most people.

Some people on the so-called "Forbes list" may have to bow and scrape before the "mayor".

……

Liu Wenqin introduced Xu Chen from Dongchen Advertising and director Bao Junsen to Wang Shi.

When Xu Chen handed over his business card with both hands, Wang Shi showed a surprised expression as expected, then smiled and said:
"You are indeed very young."

Xu Chen just smiled politely and didn't say much.

Everyone sat down, and another male secretary behind Wang Shi reminded:
"Everyone, please manage your time. Mr. Wang has a lot of meetings this afternoon."

Without further delay, let's start today's meeting.

It was mainly director Bao Junsen who came to report, still using his unfluent Hong Kong-style Mandarin.

The content of the report is the Jeep brand film, and the shooting content of spokesperson Wang Shi is roughly the same as the shooting framework of Xie Bingran.

The first part is to shoot print ads in the studio.

Xie Bingran mainly photographed the Jeep Wrangler, while Wang Shizi mainly photographed the "old man's" black Grand Cherokee.

To accommodate the spokesperson's convenience, a studio will be arranged in Pengcheng for the filming, and two cars will be dispatched by the local Jeep dealer.

The second part is the video shooting from western Sichuan to the snow area.

Bao Junsen reported according to the script structure and strung together a full day's shooting schedule.

There are two main shooting locations involving Wang Shi, one is Shangri-La and Meili Snow Mountain in western Sichuan, and the other is Mila Pass and the surrounding areas of LS in the snowy area.

There are also some additional time-travel and adventure shots that will be completed by stuntmen and do not require the special involvement of spokesperson Wang Shi.

The report went smoothly overall. During the process, Wang Shi raised a few questions about the specific itinerary, but did not raise too many doubts.

Director Bao Junsen took about half an hour to go through the entire script and shooting plan.

The last page of the PPT stops at an overall shooting schedule.

The rightmost column contains the text of this commercial.

Wang Shi tapped the table lightly with his fingers, as if thinking for a while, and asked:
"Did Mr. Xu Chen really write the advertising copy in this proposal?"

Before Xu Chen could speak, Liu Wenqin smiled and said:
"It was written by Teacher Xiao Xu. This is absolutely true."

Wang Shi looked at Xu Chen:

“I’m sorry, I still find it incredible.

This set of copywriting is very insightful and can reflect the inner feelings of a so-called old man like me...

I personally value this advertising cooperation with Jeep. I showed this set of advertising copy to several friends, and they all felt very touched.

I really don’t understand how Mr. Xu Chen, who looks so young, can write something so inspiring.”

Most people in the conference room, including the BBDO team and the director team, had seen Xu Chen’s proposal or plan, and naturally knew that this must be the work of "Teacher Xu Chen."

This was the first time Wu Feifei saw this plan, and also the first time she heard that it was created by Xu Chen. It really refreshed her cognition.

She had almost no idea about so-called advertising creativity, but after listening to the director's report just now, she felt that this commercial was very cool, very professional, and had a "blockbuster" feel.

I can’t believe it was created by Xu Chen?

How many things are hidden on him?! ...

In response to Wang Shi’s question, Xu Chen still needs to give a positive answer and explanation:
“This plan was indeed my own…

For advertisers, empathy and insight are the core underlying abilities for creativity.

In a sense, creative people are very similar to actors and need to put themselves into different roles.

When facing different customer groups, different products and brands, creative people need to understand the inner feelings of users and audiences with different identities, backgrounds and spiritual worlds.

Only in this way can we be able to advertise products of different categories..."

Xu Chen remained brief and to the point, without elaborating too much.

Wang Shi roughly understood it, smiled and nodded slightly:

"It seems that advertising is not easy to do, it really depends on talent."

He paused and said, "Vanke just happened to have a promotion project. I'll have to trouble Mr. Xu to help with some ideas later."

Xu Chen: "Mr. Wang, you are so polite. It is my honor to be of service to you."

Sure enough, there is a project waiting for Xu Chen at Vanke.

It was worth getting up early and flying here.

……

The shooting plan report here has been basically completed, and it went smoothly overall.

One of Wang Shi's secretaries stayed behind to confirm some shooting details with the director team.

In addition, Wang Shi’s shooting schedule and timetable need to be finalized.

Wang Shi invited "Mr. Xu" to his office for a detailed discussion.

Wu Feifei from Dongchen Advertising naturally followed along.

……

38th floor.

Wang Shi’s office was not as “spacious and huge” as imagined, nor was it too luxurious or exaggerated.

But the sea view outside the floor-to-ceiling glass is still refreshing.

Xu Chen and Wu Feifei sat on the sofa, and the secretary had already prepared a pot of tea.

Wang Shi sat down with the cup in his hand and said with a smile:

"Let's get down to business."

He waved his hand back again, and a male secretary came over with a notebook.

"This is Zhou Kai. He will be in charge of the project."

Zhou Kai looked gentle and polite, and greeted Xu Chen politely.

Wang Shi then said:

“I actually rarely ask about specific projects, but the property that Vanke is currently working on is really too important.

This will be a benchmark top-level villa project created by Vanke in the next ten years.

But I am not satisfied with the current advertising and packaging solutions...

I personally really appreciate the advertisement that Mr. Xu made for Jeep.

The 'user insights' you just mentioned should have something in common with the target users of our villa project, so I would like to ask Mr. Xu to help take a look.

Of course, if Mr. Xu is interested, we can discuss formal business cooperation."

Xu Chen: “No problem, we at Dongchen Advertising are also honored to have the opportunity to cooperate with Vanke.

Let’s first take a look at what kind of project it is, and then see how to promote it appropriately.”

Wang Shi smiled and waved to Zhou Kai beside him.

Zhou Kai immediately took over the conversation:
"Let me introduce this project to Mr. Xu first!"

As he spoke, he opened the document on the computer and began to give Xu Chen a brief introduction.

When Xu Chen saw the project name on the computer, he couldn't help but smile in his heart.

"Rancho Santa Fe" is a landmark high-end villa project of Vanke.

In the previous life, the "Rancho Santa Fe" advertisement was a classic case that has been circulated in the industry for a long time.

The creator at that time was a well-known advertising "team leader" in mainland China.

Classic advertising copy such as "Without a certain height, it is not suitable to be so low-key" has profoundly influenced the direction of domestic real estate advertising copy.

Later, many high-end real estate advertisements followed the creative route of "Rancho Santa Fe"...

As soon as Xu Chen saw that it was the "Rancho Santa Fe" project, he had an idea in his mind.

Wang Shi just said that there is no approved plan yet, so it is estimated that the "team leader" has not yet intervened in this project, and Xu Chen has the possibility of "intercepting".

Of course, to be on the safe side, we still need to verify it later.

Secretary Zhou Kai was flipping through the documents while briefly introducing the project to Xu Chen.

The so-called "Rancho Santa Fe" originated from a small town in Southern California, USA.

It is known as "the richest town in the United States" and is home to top billionaires such as Bill Gates.

The high-end villa project "Rancho Santa Fe" created by Vanke integrates the profound cultural heritage and architectural style of Southern California, striving to create a low-key but luxurious lifestyle...

The first phase of the villa project is under construction in Shanghai and will be launched in Shenzhen next year. It will then be built and launched in core cities across the country.

……

After Zhou Kai finished his brief introduction, Wang Shi continued:

“I am very unhappy with the marketing team of the project.

This project is to be made into a benchmark for Vanke, but the promotion plans the team has given me so far are all very ordinary.

Villas are luxury items.

Must have style...

I communicated with the team, but they didn't understand what I meant by "style". Actually, I couldn't explain it clearly either.

But when I read the proposal and advertising copy that Teacher Xu Chen wrote for Jeep, I understood it instantly.

That's the style I want!

An emotional and spiritual tone that resonates with our target audience.”

Wang Shi frowned, stood up and paced back and forth:
"The difficulty with this is that the target audience of 'Rancho Santa Fe' is the truly wealthy and successful people.

Our houses sell for tens or hundreds of millions, and the buyers are worth at least tens or hundreds of millions.

It is difficult to understand such target audience.

It is difficult for young people working in advertising to understand their inner thoughts...

This is the biggest problem and difficulty.”

He looked at Xu Chen again:

“We approached several planning companies for this plan, and all the plans they came up with were terrible.

This also includes Vincent Liu Wenqin...

I am not satisfied with any of the plans.

So, I also want to see if you, Teacher Xu Chen, can come up with some new breakthroughs."

Xu Chen did not respond in a hurry, but asked:
“Can you show me some of the current advertising plans?”

Zhou Kai did not rush to flip through the document, but turned his head and glanced at Wang Shi.

Wang Shi waved his hand:

“I showed it to Teacher Xu Chen, and they were all very ordinary and tacky things.

I really didn't like it when I saw it.

I also showed it to my friends, and they also said it was tacky.

It’s hard to pull up the tone of ‘Rancho Santa Fe’ with this kind of advertisement.”

Zhou Kai had already opened his computer and placed the proposal documents from several advertising companies in front of Xu Chen.

Xu Chen flipped through it roughly and understood what was going on.

Among them there was indeed a proposal from BBDO, as well as proposals from several other large 4A companies, such as Ogilvy and Saatchi & Saatchi.

And there was indeed no plan from the "team leader", so Xu Chen felt relieved and could boldly intercept it.

Xu Chen opened the documents one by one and browsed them, feeling a little disgusted.

They are all ordinary real estate packaging plans, and as Wang Shi said, they are indeed a bit tacky.

Asking some young advertising professionals who earn 10,000 or 20,000 yuan a month, or even a few thousand yuan a month, to imagine the spiritual world of a billionaire worth hundreds of millions of yuan naturally brings a sense of disconnection.

The advertising copy in the plan also reveals embarrassment:

"The great hermit hides in the city..."

"Above the great city, there is fame and honor..."

"A rare and precious villa that you will treasure for a lifetime..."

“Very few villas for very few people…”

……

After Xu Chen roughly flipped through it, he began to speak:

"Dongchen Advertising can come up with a conceptual plan first and show it to the project team."

Wang Shi smiled:
“Don’t show it to the project team, they are unreliable!
Just show it to me!"

(End of this chapter)