Today, the car circle is more surprising and more unpredictable than the wind in early spring that year.
Today we will not talk about the release of new cars or technological innovations, but will try it carefully, which will make many people "Yo, what else can I do?"
brand activity.
Speaking of this, it is a bit like the "luxury car with beautiful women" we often see on the streets, but this time, the protagonist has changed, and the supporting role is...
…
Hehe, that's a different feeling!
What we want to look at today is this news: a well-known car brand actually invited an ordinary car owner to drive his "old guy" and make him appear on the same stage with a group of celebrities in a public brand event.
And this "old guy" is not a rare treasure, it is really a family car that ordinary people can even reach.
As soon as this move was made, the Internet was in an instant. Some people said it was "the emotional card was perfect", some people praised it for "returning to nature", and some people directly criticized: "Is this a ride on the popularity, right?
! ”
This move is really a dangerous move.
We all know that today's automobile brands, especially those who take the high-end route, invite celebrities and create momentum when they hold events. They want to gather the most dazzling halos in one, fearing that the world will not know that they are "unattainable".
But this time, he went the other way and focused on an ordinary person driving his own car.
How confident is this, or how great is it?
Let’s make a conclusion slowly, let’s clear away the layers of fog layer by layer to see how mysterious there is hidden behind it.
First of all, this selected "amateur" car owner was definitely not arbitrarily found.
I guess he must be a loyal fan of this model. After years of companionship, he knows the car well and can tell the details. Or he had a touching experience during the process of using the car, which has formed a deep emotional bond with the brand.
Do you think, if you are a casual passerby, how can you be called a "amateur"?
Behind this, it must have been carefully screened and excavated.
The picture was outlined in my mind: under the spotlight, the stars were dazzling, and beside them, a simple car owner, holding the car keys in his hand, and his eyes were filled with excitement and pride.
This sharp contrast instantly appeared on the paper.
The aura of a star sometimes makes people feel out of reach, but the appearance of an ordinary car owner is like lit up a warm light in a cold skyscraper.
You think that for us ordinary people, buying a car is not just a means of transportation, but more often it carries our dreams, family responsibilities, and even the mark of struggle.
I once heard from a friend who had accumulated savings for many years and bought the off-road vehicle he had long wanted. Every time he traveled, he regarded it as a treasure, as if it was his "mobile castle".
How can this affection be compared to any celebrity endorsement?
Therefore, after all, what the brand is playing with this time is exactly that "resonance".
They intend to convey: we not only forge cold machinery, but also give birth to warm partners.
You can see that this car owner may not be equipped with the best technology or the coolest appearance, but it has accompanied him through countless days and nights and witnessed the joys and sorrows in his life.
This is the real meaning of the vehicle, isn’t it?
After further exploration, this move also reveals the courage to "dare to be the first in the world".
Nowadays, people in the world are pursuing traffic and pursuing the "Internet celebrity effect", hoping to bring all the attention-catching things to the stage.
But this brand has taken a unique approach and turned its attention to the most real and simple consumers.
This move is like an uncrafted real picture emerged in a world filled with filters and decorations.
I dare to assert that this selected amateur car owner will definitely lead to a "tricky" question and answer on the spot.
For example, why do you like this brand?
After several years of time, what makes you most moved?
Have you ever encountered difficulties, how can I resolve them?
These questions are far more real than letting celebrities recite advertising slogans bluntly.
Imagine that when the car owner uses his simplest language to express his attachment to the car, how it helps him overcome difficulties and realize his long-cherished wish, how many people in the audience would not empathize?
How many people don’t remember the excitement when they first bought a car?
How many people won’t start scrutinizing their true desire for cars?
This is just like when we read a touching "mortal story" on the Internet. Although there is no gorgeous rhetoric or thrilling plot, the real power contained in it can reach people's hearts.
It gives us a glimpse of the beauty of life, not always out of reach. It is hidden beside us, under the wheels of our daily galloping.
If I change my body, I should do this too!
Haven’t you seen that on the market today, the vehicles and configurations are similar. How can consumers remember them?
When can the faces of celebrities be preserved?
However, if an ordinary car owner can be invited to tell a touching past, how can the effect be the same?
That scene was already depicted in my mind: this car owner, perhaps a hard-working father, drove back and forth between school and home day after day, regardless of wind or rain; perhaps, he was a young man who had just entered society, and this car was his first companion of "fighting on the battlefield", carrying his determination to travel around the world; or perhaps, he was a retired elder who loved mountains, rivers, lakes and seas, and this car led him to appreciate the magnificence of beautiful rivers and mountains.
Imagine such a scene: He depicts that on a cold winter night, the moment the car starts, the warm wind blows like spring, and that warmth is not only warmth, but also a comfort to the soul.
Or on a sunny weekend, the family crowded in the car, humming small songs, and rushing to the countryside with laughter.
These subtleties are the touching place.
Just as we appreciate a masterpiece, it is not because of how dazzling its special effects are, but whether it can touch the soul.
This brand move can be said to be deeply rooted in the essence of the word "people's heart".
They have never pretended to be a sensation or weaving out-of-reach myths, but have focused their attention on the most real consumers and used their stories to confirm the value of the brand.
Indeed, there are also doubts, saying that this is just a "performance"?
The brand carefully selected narrative owners to cooperate with their promotion.
However, any marketing activity has its own traces of "performance".
The key is whether this "performance" is sincere and whether it can touch people's hearts.
I think that this selected car owner must be a pretentious person in his daily life.
His story is a true portrayal of his life.
What the brand does is just to amplify this true story and present it to the public.
This is just like when we appreciate the silhouettes of friends' journey in our circle of friends. Even if there is some filter modification, the joy contained behind it is real.
Moreover, from a technical perspective, this amateur car owner can provide the brand with the most direct and truest feedback.
He knew very well that in the actual car use process, there was still room for improvement.
Such "first-line" views are far more valuable to brands than any market research.
If this car owner can share his "old guy"'s maintenance experience, the details of daily expenses, and even some unique "car tips", wouldn't it be a priceless treasure for other potential car buyers?
This is far more reference-based than those "template characters" that are always perfect in the official promotional video.
In addition, what is more interesting is that during this event, the brand may encourage live audiences to share their experiences with their cars.
In this way, an interaction and an emotional connection are formed.
Participants no longer passively receive information, but actively engage in it and share their own experiences.
You think that when a person begins to talk about his past with the car, how can his emotions be easily disguised?
Perhaps, the next person to be "seen" is you!
This "sense of participation" is what many brand marketing is pursuing today.
Therefore, this matter is by no means as simple as just a "amateur" coming on stage.
Behind it is the brand’s profound insight into consumer emotions and firm confidence in the true value of its products, which is also a kind of practical practice of the concept of “people-oriented”.
Furthermore, if this brand has been a high-ranking and unearthed image for a long time, this "extraordinary" move will surely cause a stronger shock!
It will make people feel that this brand seems to be "live", becoming full of warmth and flesh and blood.
Of course, I also hope that this is not just a "flash-of-the-pan" marketing idea.
I hope that this approach of putting consumers in the C position can become a guide.
Let more brands truly listen to the voices of consumers and write a brilliant chapter of the brand through their stories.
After all, cars, ultimately, still need to return to "people".
It serves, accompanies, and carries people's dreams.
When a brand can understand this principle and confirm it with actions, then its path to success will be clearly visible.
Today's argument may have spread a little wider. I wonder if you are following me to "travel" together?
To me, this is very interesting.
It gives us insight into the infinite possibilities of car marketing and also allows us to re-examine the unique emotional bond between us and the car.
There is an old saying: "If you want to do a good job, you must first sharpen your tools."
However, the advantages and disadvantages of the instrument ultimately depend on the user's feelings.
This brand uses the hands of ordinary people to touch the hearts of ordinary people, and this is the true meaning.
After all, cars are not just cold body of steel, they are also an indispensable part of our life picture and a partner that carries our longing.
And those most touching chapters are often engraved in the most ordinary days, between the most ordinary car owners and their "same brothers" old friends.
As for this brand, I really appreciate this "unspecified" move.
As for the geometry of its subsequent effects, it remains to be tested in time.
However, at least, it successfully seized my gaze and added some hope to it.
So, what opinions do you have about this incident where the "amateur car owner" and the stars are on the same stage?
Is it a reflection of the brand's sincere emotions, or a clever marketing strategy?
Have you ever had touching moments when you were with your car?
You might as well savor it carefully in your heart. Perhaps your story can also become the next good story to be praised.
