Those marks on us about our hometowns are something that cannot be blocked by space or faded by time. Just usually will be packed up and put in a corner of the heart, every festive season, especially at the end of the year, they will automatically unseal, so that homesickness pulls every wanderer, back to the beloved hometown.
This year, due to policy adjustments, people's motivation to return home will also be stronger than in previous years. While all the major platforms have been focusing on CNY marketing, Quick Hands, recognizing the strong homesickness of the public under the New Year's flavor, has turned its attention to the travelers and their hometowns.
This is the theme video of this year's "500 Hometowns" project, which explains the emotional connection between ordinary people and their hometowns from a more universal and popular perspective, and tells the story of how Snapdragon cooperated with the creators on the site to promote their hometowns. From the hometown's hot topics to the cold knowledge, from the pillar industries to the niche cultures, people's words are all about love, not just love, favoritism, love, but deep love, which is also the theme of this campaign: my hometown that I love so much.
Why did Racer stand out in the platform's year-end battle with one video? We can break it down and see what's available.
One video, 500 hometowns
Taking the public's year-end mood
"In these years, a lot of people want to go out and walk around, but there are also a lot of people who want to go back to see."
With Huang Bo's unflinching narration, the homesickness journey slowly kicked off.
Not long ago, when the fast hands announced the return of "500 hometowns", it was also officially announced that Huang Bo became the chief recommendation officer of hometowns. As a powerful actor, Huang Bo has played the role of many ordinary people in the movie, giving the public a feeling of affinity and ease, without too much distance, not only with the fast hand real, fireworks, the tone of the platform is consistent, but also deepen the platform in the hearts of the public warm, affinity for the impression. With this kind of voice to tell the hometown of two or three things, let the audience feel like pulling the family, its constructed homesickness atmosphere more real sense, let the people who listen to unconsciously stop, thoughts drifting to the faraway hometown.
In the homesickness atmosphere on the basis of the initial creation of a good, need to strike while the iron is hot, to further attract the attention of the user, the question is a good way to think about the audience can increase the degree of commitment to the video.
The video interviews some ordinary people, some people have not been home for three years, some people more than 3,000 kilometers away from their hometowns, and some people have to sit for eight or nine hours on a high-speed train to get home. The questions are thrown out, the people in the video use numbers instead of miss, and the viewers in front of the screen will have an answer in their mind.
What's special about this film is that it doesn't indulge in a straightforward narrative that's true and tear-jerking, but rather, through the "500 Hometowns" campaign, it provides an insight into people's complex emotions about their hometowns in addition to their longing for them, which sublimates the theme and emotion of the whole film.
In the "500 Hometowns" campaign, Snapdragon invited 500 users and placed advertisements in their hometowns for the successful creators, covering 198 counties and cities in one ****.
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Every user, it seems, is a natural copywriter when it comes to the matter of amping up their hometown.
This copy from a user in Xuchang, a city known as the "Wig Capital of China", has produced wigs that are distributed globally and have been praised all over the world. With a slightly playful expression like "giving the world the freedom of hairstyle", it alludes to the hot Internet trend that young people always love to flirt with "baldness", which makes people smile and also shows the city's small pride.
Hegang's users, on the other hand, have seized on the local real estate market as being inexpensive and good quality, and have given their hometown a "freelancer's utopia" business card.
In addition, there are also creators from Jinan who used the words "summer rain lotus" to depict an elegant scene of watching lotus and listening to the rain on a summer lake; people in Dalian jokingly referred to Xinghai Square as "the Jerusalem of square dancers"; ""The Ten Mile Qinhuai has eight great things to say, and the Ten Mile Qinhuai has eight great things to say. Ten miles of the Qinhuai have eight excellent, Jinling lights a world," so that the flavor of Nanjing jumped in front of the eyes of every visitor ......
Everyone in the hometown of the good, there is no end to the whimsical, even if it was a bitter hand, in the hometown of Amway to write a copy of the text can also be handy, as if into the The reason for this is that hometowns are not just a place for people to go to. Because of the hometown, not only is it a place that people are haunted by, but it is also an existence that makes us proud.
These billboards, written in a fun and lively way, harbor a sense of longing and pride that only people in this city can understand. And viewers can't help but pause to see what's actually written on them when they see the flashes of copy in the video. As the film says, "This is a group of families from all over the world, saying hello to those who are in their hometowns and those who are far away from home, and with just one sentence, proving their love for their hometowns."
This is also the "special kernel" of the film, which sublimates people's feelings for their hometowns from the clichéd nostalgia to pride. Our love for our hometown is not just love, not just favoritism, not just love, but deep love.