Tsingtao Beer’s H5 copywriter just wants to get drunk at the moment

The Spring Festival has come and gone, and before you know it, everyone has started working again!

This Spring Festival, an H5 copy of Qingdao Pingjiu is heart-warming and stomach-warming~~~

Taking the Spring Festival as an opportunity to convey the brand’s proposition of “happy gathering”

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Choose a perceptual approach to enhance communication with consumers

In fact, it is a coherent three-step process, like a heart-warming little soft article

All in one Button, step by step

The first step: Launch the activity of "Buy Tsingtao Beer, Get Miles Home"

A series of visually created heart-warming dynamic posters appeared in front of everyone, < /p>

Officially launched the charity charity activity of "Buy Tsingtao Beer, Get Miles Home":

Open H5 and walk into this gathering street,

Here are the There is joy and laughter when people are gathered together, but there is also the loneliness and sadness of not being able to gather people together.

When you enter the dreamland of the New Year

He walks through the streets and alleys with thoughts of his loved ones

Open 23 hours a day

In addition to the convenience store

There is also his longing for his loved ones

When you are savoring the taste of your own family

Other people’s The reunion is missing one person

The H5 screen uses the contrasting technique in our copywriting class and is composed of two parts:

The first half is a scene of a family gathering together to drink Tsingtao beer< /p>

The lower part is about people who cannot go home due to various reasons

The divided scenes and the distinct emotions of warm and cold also form a great contrast

In addition The touching background music makes this H5 full of touching power.

Step 2: Participation method

This warm copy further improves the brand temperature

And all H5 scene maps are connected

It can also form a New Year's street view

It conveys a warm atmosphere of fireworks

The third step, purchase tips

In H5 , 4 miles will be donated for every box of Tsingtao beer purchased, and 0.5 miles will be donated for every share.

This event is expected to donate 100,000 miles, and the actual number of donated miles will prevail.

To buy beer, go to JD.com’s “Warm Heart Gathering Bar” (renovated from JD.com’s Tsingtao Beer flagship store).

At the same time, Tsingtao Beer’s official WeChat public account has also launched a “New Year Blessing Emoticon Pack”, adding a touch of joy to the New Year.

At the same time, we took advantage of the channel advantages of the Internet

Increased publicity efforts

In the end, the accumulated donation miles through the purchase of Tsingtao Beer exceeded 110,000, and the number of H5 page views (As of February 14) reached nearly 800,000.

Different from other brands’ Spring Festival copywriting

Tsingtao Beer has uniquely seen the pain points of people who cannot go home,

uses a warm and grateful marketing Method

Helping people who cannot return home to buy tickets also conveys emotions

The Spring Festival is about the concept of "reunion" and is targeted at these people who cannot go home

This wave of creativity of Tsingtao Beer uses heart-warming themes as the entry point

It stands out among many brands taking advantage of the Spring Festival to go home

It deeply explores the stories in the wine, The connotation in wine realizes brand empowerment

Let us see a different Spring Festival story

Let you keep buying and buying~~~

Have you thought of such a technique?

Why not write a copy yourself for the case at hand from a different perspective