Chapter 1242: Attack of the advertisements!
Trantor: Legge Editor: Legge
On this morning.
The rm was buzzing.
Zhang Ye climbed up from bed and shouted outside his room.
"Mom, turn on the television."
"Why?"
"It''s broadcasting soon."
"What? It''s today?"
"That''s right."
"For which brand?"
"The mineral water brand."
His parents were watching the TV in anticipation.
After the morning news, Zhang Ye''s firstmercial yed.
This was amercial for one of his many endorsement deals. It was one of thest ones that they had taken but took the shortest time to produce. The mineral waterpany''smercial spots had been scheduled long ago, so they just needed to deliver the final product for broadcast. As such, this was the firstmercial to get released. This was still a pretty good time slot as there were people who had just woken up and turned on their televisions, while some others might be packing their children''s bags to get ready for school, and others who watched the news while eating breakfast. After the news broadcast, the image onscreen switched to themercial. When everyone saw Zhang Ye on television, many of them were slightly taken aback.
It opened on a ssroom, and Zhang Ye was teaching a ss. He was writing on the ckboard when a mischievous student sneakily opened a water bottle under the desk to have a drink of water. The squeaking of the stic cap made Zhang Ye very angry and he chided the student. But after the ss was over, Zhang Ye unexpectedly took out a bottle of the same mineral water, looking like he couldn''t wait to drink it.
An advertising message appeared.
" Family Spring 1 , a rather sweet thing."
The advertisement ended.
Then the nextmercial yed.
His mother was stunned.
His father was dumbfounded.
Zhang Ye said with a grin, "Dad, Mom, what do you think?"
His mother pointed at the television. "Was that it?"
"Yeah." Zhang Ye said, pleased with himself, "It''s quite good, isn''t it?"
His mother was floored and said, "What crap is this?"
His father smacked his lips. "Family Spring''s mineral water is a well-known brand. I''ve drank it too, but how is it sweet?" His expression then changed as he looked at his son and said, "Did you add sugar to it?"
Zhang Ye was floored!
What the!
Why would I add sugar to it!
Whatever, I really can''tmunicate with you two!
At the same time, two of thergest online video hosting sites in the industry started pushing out the Family Springmercial. As long as anyone yed the movies or videos on their website, there would be 30-60 seconds of unskippable video ads that were pre-rolled, with the first ad being the Family Springmercial thatsted for 15 seconds. The television stations also repeated showings of themercial at 8 AM, 10 AM, 12 PM, and at intervals of every two hours!
Themercial had been rolled out!
The volume at which it was yed during the first day was extremely high!
The people of the advertising industry all had their attention on it, as did thepetitors in the bottled water industry.
Zhang Ye was already one of the legendary figures of the advertising world. Not mentioning the few public service announcements he produced, just talking about the Brain Goldmercial alone, it was a real miracle. Hismercial hadunched a near-dead health supplements supplier into a leading corporation with thergest share of the health supplements market. Simply calling it a miracle of the Chinese advertising industry would be an understatement, since it was actually much greater than a miracle. And with this halo, Zhang Ye couldmand a much higher endorsement fee than his market value, which allowed him to fight the Heavenly Kings and Queens for the endorsements!
Now that he hade up with a new advertisement?
Who wouldn''t want to gather around to analyze it!
As such, those people from the advertising industry and field of marketing all rushed over to watch it. But when they saw themercial, they were all somewhat speechless. Their reactions were just like how Zhang Ye''s mother had reacted!
What?
Was that it?
It was that simple a tagline?
What about that brainwashing technique that you used in your Brain Goldmercials? Where has that gone? What kind of amercial is this? Isn''t this just a normal TVmercial?
Some people were feeling disappointed.
Some people rewatched it over a dozen times.
But there was no sense of shock!
It was not amazing!
For amercial like that, they could easily write ten such advertising proposals within a minute!
Some discussions were going around on Weibo.
"It''s Zhang Ye''s new ad!"
"Have you guys watched it?"
"I saw it this morning!"
"A rather sweet thing? Bullshit! It''s not sweet at all!"
"Hahaha, yeah, I purposely went out to buy a bottle to try it just now and didn''t find it sweet."
"How is it not sweet? I found it to be somewhat sweet after I had a sip of it."
"Yeah, I bought a bottle too and found it to be a little sweet as well."
"Get lost! Where on earth can you find bottled water that is sweet! That''s juice!"
"Taste it carefully, it''s actually sweet!"
It was originally a random thread but nearly turned into a fight. No one could have expected that when a poll was posted the two groups of people would get locked in a fierce struggle over whether Family Spring''s bottled water was really sweet or not. The poll results also surprised a lot of people as 30% of the voters said that Family Spring''s bottled water was actually rather sweet. In fact, it really did seem that it was slightly different from the other brands of bottled water. And just like that, this advertisement went viral!
…
At a small supermarket in Beijing.
A couple were on their day off today and hade out to the supermarket to do some shopping.
"Darling, we don''t have any more water left at home."
"Let''s get a pack then."
"Eh, Family Spring? Isn''t this the water that Zhang Ye was advertising this morning?"
"Yeah, it is. Everyone says that it''s a little sweet."
"Let''s get this then."
"Sure, let''s buy it and have a taste."
So the couple called out to a supermarket employee for help. "Do you have a pack of Family Spring Bottled Water? We''d like to buy it."
The supermarket employee apologized, "The packs are sold out."
The wife said, "Ah?"
The employee said, "We only have individual bottles left."
…
At a streetside stall.
A teenage girl skipped over. "Auntie, give me a bottle of Family Spring."
Thedy boss said, "Family Spring? We''re out of stock."
The teenage girl said in surprise, "But I just saw you stocking up on it yesterday."
Thedy boss was puzzled too and said, "I''m also not too sure why. But all morning, anyone who came to buy bottled water almost exclusively bought Family Spring. Only one other brand has been sold."
The teenage girl asked, "Is the water really sweet?"
Thedy boss thought for a moment. "I think it''s a little sweet, tangy sweet."
…
At night.
At the studio.
Zhang Ye had just returned to the office after filming amercial.
Ha Qiqi, Zhang Zuo, and the others were all feeling perturbed and were talking among themselves. They didn''t even notice Zhang Ye had stepped in.
"Themercial''s been broadcast."
"Yeah, I wonder what the reception is like."
"It''s pretty good. There''s been quite a bit of discussion online."
"By reception, I mean the product sales."
"I really don''t know about that. Themercial did seem a little too simple, ahem."
"They paid Director Zhang quite a bit for the endorsement, a premium sum even. If themercial was not done well and causes their sales to drop, it would really look bad on us."
"That''s true, we''re only afraid of that happening."
Everyone was whispering among themselves.
Zhang Yeughed from behind them. "Don''t be worried about that."
"Aiyo."
"Director Zhang, you''re back?"
Zhang Ye said, "Let''s just do whatever we can do. There''s still a lot of endorsement projects that we have to shoot. Is the advertising proposal that I wanted ready yet? Let me have a look at it."
Zhang Zuo brought it over. "Here, Director Zhang."
Everyone busying themselves again.
All of a sudden, the studio''s phone rang.
Ha Qiqi was the closest to it, so she picked it up. "Hello, this is Ha Qiqi."
The person on the other end of the line sounded jubnt. "Manager Ha, it''s me!"
Ha Qiqi''s heart skipped a beat. "Oh, it''s AGM Li. Hello, how are you?"
AGM Li was the assistant general manager of Family Spring. "You guys did it! You guys really did it!"
Ha Qiqi did not understand. "What''s the matter, Manager Li? What do you mean?"
AGM Li eximed: "It''s only the first day, but our products all across the country have practically sold out! Sales increased by 42%pared to the same timeframest year!"
"Ah?" Ha Qiqi was stunned.
Sold out?
Could the sales figure have increased by that much?
Surely not, right?
AGM Li bellyughed. "Just how did you all do it? You guys are astounding! You must thank Teacher Zhang for me. Our GM called for an urgent meeting earlier and was saying that he wanted to add another year to the endorsement contract with Teacher Zhang. There''s still room for discussion about the pay, so just name however much you all want!"
Ha Qiqi said: "AGM Li, didn''t we just sign a two-year endorsement deal?"
AGM Li said: "How are two years enough? From now on, ourpany''s endorsement won''t be using anyone other than Teacher Zhang. We wouldn''t mind signing an 18-year contract with him either!"
The call ended.
Everyone asked, "What''s the matter, Sister Ha?"
Ha Qiqi swallowed before announcing, "Family Spring''s mineral water has sold out!"
"Ah!"
"Really?"
"This is great!"
"Sold out on just the first day?"
"Fuck! Could it be any godlier than this?"
"But that water isn''t sweet at all!"
Hearing their weirdments, Zhang Ye alsoughed.
Themercial broadcast on television was originally from Zhang Ye''s previous world and was a very oldmercial for Nongfu Spring on Central TV. It was also after thismercial that Nongfu Spring became popr all over the country! If there was a ranking for the ssic advertisements of Zhang Ye''s previous world, this advertising tagline of " XX Spring, a rather sweet thing 2 " would surely be in the top ten. It was a marketing legend that was on par with the Brain tinummercials of his previous world!
Simple?
This advertisement was not simple at all!
Just those words in that tagline alone were worth ten thousand taels of gold each!