Rebirth: My dad is too obedient

Chapter 480 The Boss is That Strong
Thursday morning.

During the break in class, Xu Chen wrote down a simple creative plan for "Red Star Erguotou" on his mobile phone.

In the group, Sun Lingfeng posted a picture, which was a traffic chart of the official store of "Ranbing Sports".

【Today, store traffic has seen a significant increase.

I asked Taobao operations, and they said there were no special resources.

After monitoring, this batch of traffic also comes from external natural searches...】

Xu Chen was also stunned. The increase in traffic to the official store was naturally a good thing, but there must be a reason, right?

But Brother Bing didn’t have any competitions these two days, and there was no special news.

Nie Fei was still well-informed and replied in the group:

[Early this morning, Louis Vuitton officially announced the spokesperson for its spring and summer series.

I guess the offline materials have also been released. 】

There was also a news link in English, which was the official news released by Louis Vuitton, including the dual endorsement posters of Scarlett Johansson and Xie Bingran.

Xu Chen thought to himself, “So that’s how it is.” He didn’t expect Louis Vuitton to act so quickly.

The post-production work for Brother Bing's set of graphic materials was huge, but unexpectedly, Bali's art team managed to complete it all during the Spring Festival.

Jiang Yuze then sent a few pieces of Louis Vuitton news to the group, all of which were PR reports from domestic media this morning.

For luxury brands like Louis Vuitton, the actual comprehensive cost of media placement will not be as high as that of fast-moving consumer goods, but the topics and attention that can be aroused are no less.

Nie Fei arranged in the group:
[Jiang Yuze should pay attention to public opinion and topics, and discuss with the public relations company whether they can use topics to carry on this wave of traffic and attention.]

【Received, take action now! 】

Not long after, in a small group with only Bing Ge, Xu Chen, Su Rong, and Wu Feifei, Su Rong forwarded those Louis Vuitton posters to the group and sent a bunch of starry-eyed emojis:
【Brother Bing is so handsome! 】

(▽)

Wu Feifei: [Ahhh! So handsome! ]

Su Rong: [I’m going to buy the same one as Bing Ge this weekend! ]

Feifei Wu: [Together!]

Xu Chen: [Hello, two rich ladies...]

Fei Fei Wu: [You are the driver for the rich woman! ]

Xu Chen: [……]

……

……

At noon, in the company's conference room.

Nana helped to order pizza, which was a small benefit for colleagues who were working overtime in a meeting at noon.

The brainstorming topic at the meeting was naturally the creative idea of "Red Star Erguotou" which would be submitted next week.

The one who is sharing her creative ideas at this moment is Zhang Yuchen, a senior from the third-year advertising class and currently an intern at Dongchen Advertising.

The senior student wrote a plan seriously, and the framework was complete from the goals, strategies, and creativity, as if she was following the textbook.

“These are the ideas we came up with:
Red Star Erguotou, live out your unique self...

Resonate with the unique youth feelings of young people and break the old-fashioned image of the Red Star Erguotou brand..."

This was an idea discussed by several interns. Xu Chen listened with a smile on his face but couldn't help shaking his head in his heart.

As expected, these interns had no practical experience, and what they produced was basically unsuitable for proposal.

In addition, the word "old-fashioned" was directly written into the proposal. If the client saw this, he would overturn the table and kick everyone out.

Sun Amy and Tang Xiaowei each proposed several directions, two of which were actually quite good.

One of the concepts is "Young people should have this kind of drive."

The word "momentum" resonates with the mentality of young people and also expresses the taste of Erguotou. The combination is quite clever.

There is also a concept called "Trendy Liquor, Red Star Erguotou".

It is accompanied by a new product design, which transforms the original Red Star wine bottle design with a trendy and youthful bottle.

It is equivalent to changing Red Star Erguotou into younger clothes to please young audiences.

Everyone has some common feelings about creativity. When the two concepts of "momentum" and "fashionable liquor" were filmed, everyone nodded and thought they were good.

Xu Chen couldn't help but praise:

"Both concepts are good, so make them and put them in the plan."

Sun Amy and Tang Xiaowei nodded, and couldn't help showing joy on their faces.

They were naturally very happy that their respective plans were approved by Mr. Xu.

Immediately, Sun Amy looked at Mr. Xu, and there was some anticipation in her eyes.

She naturally knew that Mr. Xu must have a plan in mind...

Xu Chen transferred a document to the projection screen, and when he opened it, it was a simple plain text file.

This was an idea that I came up with on my mobile phone during the break between classes in the morning.

When these words appeared on the projection screen, everyone in the conference room turned around and couldn't help but feel surprised and amazed.

【Drink all the words that are hard to express】

[Pour the years of burning passion into your throat]

[Use bullets to knock down the enemy, and use Erguotou to knock down the brothers]

[Youth whizzes by, and the throat is cut by alcohol]

……

In the conference room, the air stagnated for a few seconds.

The emotional tension of the copy instantly captured everyone.

Compared with Xu Chen's slogans, the so-called creative ideas proposed by everyone before suddenly seemed ordinary and uninspiring.

The three interns from the senior classes looked at each other with complicated expressions.

They truly participated in the creative development of this project, and when they saw the proposal of their "junior" Xu Chen, they instantly understood the gap.

They are students from the advertising department. Although they are newcomers, they also have their own professional judgment.

These slogans are completely different from the previous ones.

Even though I can’t say what’s good about it yet, based on my “audience” intuition, I will choose Xu Chen’s…

Sun Amy adjusted her round-frame glasses, her eyes showing excitement:
“This set of manuscripts is so graphic…

Give me some time, I can make it very tense and emotional! "

Xu Chen smiled:
“That’s a happy decision!
We have three sets of plans to submit, including the previous 'Momentum', 'Trendy Liquor', and this one.

Let the customers choose when the time comes.”

Sun Amy was a little embarrassed:
"Boss, I'd better just use this set of yours!
Our two sets seem too low-class.”

Tang Xiaowei on the side said with a smile:

"We can also put our two together, so that customers can better appreciate how good this set of manuscripts is!"

Xu Chen picked up a piece of pizza and started eating happily.

Zhang Yuchen suddenly raised his hand, looking like a "student speaking".

"Can I ask a question?"

Xu Chen: "Just let Senior Sister tell you."

Zhang Yuchen thought for a moment:

"This set of manuscripts is really good, just these few sentences are very motivating.

But...how did this spread out?
It's like two completely different creative ideas from the previous two directions. Sorry, I can't express it clearly. Even with the answer in front of me, I don't know how to reverse the thinking of the problem..."

Xu Chen was actually feeling a little distressed.

Explaining things to “pure newcomers” is the most tiring. Once the strategic thinking behind it starts, the conversation will never end.

He thought about it, and then briefly mentioned the two most easily understood but most important points:
"The core users of Red Star Erguotou are middle-aged and elderly men, which is the brand's base.

Although this advertising project is aimed at young users, it must not offend existing old users.

Otherwise, it is very likely that we will not be able to attract young users, and will make old users feel resistant, leading to the loss of middle-aged and elderly users who originally liked to drink Red Star."

He paused:

“For example, the direction of ‘trendy liquor’ or ‘young people should be different’ actually has certain risks.

It is very likely to make the uncles and grandpas who used to drink Erguotou feel disgusted.

They may think that this advertisement is too "young" and not the Red Star Erguotou that I like.

Middle-aged and elderly people are relatively conservative and traditional, and may even look down on things that are "young".

The brand tone of "Red Star Erguotou" has undergone a fundamental change, which is likely to make them feel disgusted.

But we can’t guarantee that they won’t see our ads…

This is actually the biggest trap in this advertising project.”

After the words were spoken, everyone in the conference room seemed to be thinking about something.

This is indeed a question that has not been considered before.

The problem pointed out by Xu Chen is fundamentally based on many years of industry experience in his previous life.

He pointed to the plan on the screen again:
“This set of manuscripts is actually a trick to please others.

The use of the words "nostalgia" and "youthful memories" can be seen as the psychology of young people, or as the remembrance of middle-aged and elderly people for their youth.

This boundary is fuzzy, which can resonate with young users while not causing any disgust or resistance from existing older users.

So I deliberately used content like 'the years of passion', 'Erguotou knocks down brothers', and 'youth whizzes by'..."

Xu Chen roughly broke down the creative ideas, but did not go into detail.

Fortunately, the young man in front of him was not too stupid and roughly understood the strategic considerations behind it.

Zhang Yuchen thought about it again:
"Wouldn't this be too 'nostalgic' and not fashionable enough for young people?"

Xu Chen smiled:
“Nostalgia is a fashion.

A large number of young people like things that are retro, nostalgic and youthful.

"Red Star" was created in 49. For young people, it is a wine that many of their parents and grandfathers have drunk, and it carries the sentimental elements of "retro" and "nostalgia".

"That does make sense..."

Another senior from the advertising class raised his hand:
"I have a question."

Xu Chen: "Senior, please speak."

"The previous 'momentum' and 'trendy liquor' are both positive and sunny.

But this idea feels sentimental and even a little depressing. Why is that? "

Xu Chen smiled and said, "This is a few dollars of Erguotou liquor.

What kind of people drink Erguotou? In what kind of occasions?
Since this wave of promotion is aimed at young users, we can imagine a typical scenario:
As graduation from university approached, a few brothers found a barbecue stall and each of them carried half a bottle of Red Star Erguotou. Isn’t that suitable?
They are all poor students who have not yet graduated and can afford a few dollars of Erguotou.

As we are about to graduate and say goodbye, we should get drunk to reminisce about our youth and the separation.

What do they talk about while eating and drinking?
Men, when they are drunk, will become sentimental and emotional, and they will cry at any time while hugging someone's shoulder.

The 'hard to describe' in this set of manuscripts is the creative concept, which means 'it's all in the wine.'"

Several seniors were also about to graduate, especially the two boys, and they instantly understood the emotions behind the incident.

"That's good, that makes sense..."

Xu Chen glanced at the time:
"I had to rush back to class, and the plan was happily decided.

Teacher Amy has assigned me the manuscript writing tasks. Anyway, I will finish them all before I go on a business trip next week!"

Amy Sun: "Okay boss!"

Xu Chen smiled, chewed a piece of pizza, turned around and left the meeting room.

……

"Boss Xu... you are so strong!"

“It’s really strong. The principles he mentioned were totally unexpected when I was looking at the creative ideas.

But when he said it out loud, it all made sense to me!"

"Drink all the unspeakable things...

This slogan is really good and it fits the situation when drinking Erguotou.

How did you come up with this idea? "

“Youth whizzes by, and the throat is cut by alcohol… I like this line too.

I think it can become a golden slogan for advertising!"

Seeing that the young people were still surprised, Sun Amy adjusted her round-frame glasses and said calmly:
"The boss is just that strong. You'll know once you have a few more meetings with him."

……

……

It's the weekend in a blink of an eye.

These two days, Xu Chen stayed in his small home in "Tonghai New Village".

Stay home and feel comfortable.

This place is really suitable for sleeping and resting. It is much quieter than the school dormitories and offices facing the road.

Moreover, there is a bathroom in the room, which is really convenient.

Xie Bingran cared about him so much, Xu Chen felt happy when he thought about it.

The whole house has been renewed, the furniture that was ordered previously has been delivered, and it has now been decorated into a warm and comfortable home.

Xu Chen replaced the washbasin with a new mirror. He looked at the pair of toothbrushes and toothbrush holders and thought how nice it would be if Xie Bingran was here at this moment.

The two of them can spend a comfortable weekend together again...

The living room and dining room have also changed their appearance.

Once the new sofa, table and chairs were put in place, the whole spirit and temperament of the room was no longer the same as before.

The new house doesn’t have a TV yet, but Xu Chen rarely watches it privately, so he’s not in a hurry.

He looked around again and felt like he had "settled down" in Shanghai.

I didn’t feel anything before, but when I actually lived here, I felt that having my own house would be much more comfortable.

The birthday gift that Brother Bing gave to me was really precious and thoughtful.

It seems that Senior Sister Bai Miao helped a lot in buying this house. I must express my gratitude to her later.

……

Just as Xu Chen was about to go out, he received a message from Su Rong:

[Feifei and I have already reunited, waiting for Mr. Xu to pick us up! ]

Today, the two young ladies were going to Louis Vuitton to do some shopping, so they asked Xu Chen to be their driver.

Xu Chen naturally went there with pleasure. It was said that there were huge posters of Brother Bing on Huaihai Road and Nanjing Road, so he just had the chance to go and take a look.

Bingge's Louis Vuitton materials are very textured, and will definitely be very eye-catching when put on a large billboard.

(End of this chapter)