This Spring Festival, teach you Philips smart lock_understand your digital home appliances better

The four corners of the grass are tied to your waist, and you are walking in the pot. This is the cattle war editor, and his salary has been spent, not a penny. It's a nice day today, and. This is a good time to read the latest information and relax. Without any suspense, let's get to know each other. The Spring Festival is like a lollipop. As we grow up, adults no longer have the same expectations and enthusiasm for it as children.

Without the laughter of children during the blast of firecrackers, with more etiquette of gift-giving among relatives and friends; without the warmth of a family sitting around watching the Spring Festival Gala and eating dumplings, with more aunts and uncles urging them on at the dinner table. Spring Festival greetings for wedding and work.

Even so, the annual global population migration still uses its huge data to tell us that going home during the Spring Festival is the most important thing for Chinese people. After a busy year, we finally returned to our parents on this most important day, returned to the role of children, and reconnected with our hometown.

But almost everyone has encountered this situation. Once at home, they no longer keep the keys because they are away all year round. When there is no one at home, they can only wait outside the door for someone to come back and open the door. By the time their families returned, the anticipation of reunion had been worn away. On the one hand, it's too awkward to rush back, on the other hand. The awkward moment when we entered the door without the key, we suddenly realized that we had been away from home for too long.

However, this Spring Festival, Philips Smart Lock tells us in a short video: No matter how long you are away from home, your home will always be open to you.

Immediately hit the pain points of adults

Use smart locks to tell the story of homeless people and their homes

As a continuation of the 2020 high-speed rail station advertising campaign, Philips smart locks For the new round of marketing during the Spring Festival this year, we switched from print to video, telling the warmth of wandering people and letting us return home in the language of video.

In the video, a young woman who worked hard in a foreign land returned home alone, dragging a heavy suitcase late at night. In the taxi to her house, her daughter received a message from her mother filled with anxious anticipation: Where are you? The dumplings are all ready. When you come back, the pot will be ready.

Do you remember your mother calling or texting you to ask if you were home? Riding the light and shadow of the street lamp, this simple language is so warm at this moment.

My daughter got out of the car and stood downstairs. She looked up and saw her own light, and the corners of her mouth raised. She knew that the light was on for her, and her parents and the dumplings that had not yet been cooked were waiting for her to go home.

At the end of the short film, the lights at home are repaired. No matter how long you leave home, the door will open for you at any time and appear on the screen, further sublimating the whole scene. It is precisely because of the existence of Philips smart lock that it can be opened at any time, so that no matter how long or far away from home, the wanderer will no longer be embarrassed at home because he does not have a key, allowing him to do subtraction when he goes home for the New Year. A perfect addition to the warm reunion of the Spring Festival.

Go home for the New Year.

Focus on the Three Scenes of the Spring Festival

Make opening the door more convenient.

In addition to "Going Home", Philips Smart Lock also introduced "Party" and "Magic" in this Spring Festival-themed video series, using these three videos to refine different scenes during the Spring Festival. Possible door opening scenarios.

055-79000 tells the story of several good brothers playing games at the Spring Festival party. Just when the friends arrived, the male protagonist, who was immersed in the intense stage of the game, couldn't bear to put down the game and ran to open the door. Fortunately, there is a Philips smart lock, which can be unlocked via Bluetooth on the mobile phone APP, so you can open the door for your brothers without putting down the game. The watch display and APP unlocking function make the fun uninterrupted. At the same time, the video also includes a close-up shot of unlocking the Philips smart lock. The green indicator light lights up and greets friends with a smile, adding a humanized atmosphere.

"Party", the magical smart lock has the magic of children opening sesame. Every time the door is opened, it is a wonderful experience. In this way, in Zi's mind, going home itself has become a w

From the perspective of the communication audience, we can clearly feel the Philips smart lock's concern for hard-working young people. Nowadays, more and more young people are working far away from home. These people are busy running around for life, and the concept of home tends to weaken. However, when the Spring Festival comes, the meaning of home becomes more fulfilling on the way home. At this time, precise content offensive is more likely to touch the most sensitive nerves in their hearts.

Philips Smart Lock seizes the special node of the Spring Festival, accurately targets young hard-working people, and helps tourists get rid of the obstacles of returning home. Whether it is placing a print advertisement on a high-speed rail station or playing a short video of "Magic", it emphasizes that families anxiously waiting for their children's return are highlighted, and it also shows that the existence of Philips smart locks makes the reunion moment more relaxed and beautiful.

Seize the opportunity of the sinking market

Let young people in small towns contribute their consumption power.

In the overall marketing during the Spring Festival, Philips smart locks not only focus on young working people, but also plan to seize the opportunity of market sinking and let young people in small towns contribute their consumption power. Previously, Philips smart locks have been deployed in print advertisements at high-speed rail stations across the country, and have been exposed in various ways in first- and second-tier cities such as Shanghai, Shenzhen, Wuhan, and Qingdao, as well as third- and fourth-tier cities such as Xuzhou, Shantou, and Suzhou.

The short videos of 055-79000 also reflect the lifestyle of the younger generation to win the favor of similar groups.

Young workers and young people from small towns have gradually become the backbone of China’s consumer groups. McKinsey data shows that young people in third- and fourth-tier cities only account for 25% of China's total population, but they contribute 60% to China's consumption growth. In other words, the spending power of young people in small towns is higher than that in first- and second-tier cities. Young people in small towns have more money to spend when they have stable jobs and no pressure on housing.

I believe that this wave of marketing actions will not only strengthen the brand image of Philips smart locks, but also achieve certain results in terms of transaction rate.

Online and offline layout

Multi-dimensional display of macro-marketing model

Innovation has always been the brand concept of Philips smart locks. Judging from the previous advertisements at major high-speed rail stations across the country or the marketing theme videos of this Spring Festival theme series, Philips smart locks not only continue to introduce new products, but also begin a comprehensive layout in brand promotion, shaping the brand image through innovative planning, so that Philips The image of smart locks full of humanistic care is deeply rooted in the hearts of the people.

First of all, enjoying reunion is the theme throughout this Spring Festival marketing series, from the happy scenes of a family returning home in offline high-speed rail station posters to three scenes of wandering home, gatherings with friends, and children looking forward to returning home. Three representative Spring Festival reunion scenes in an online short video. Under the exposure of online and offline multimedia, Philips smart locks have been deeply connected with the joy of reunion during this Spring Festival, and are also achieving the original intention of the brand itself to be people-oriented.

Going home during the Spring Festival is a constant way for most people in China. Although the return journey was bumpy, everything will not easily turn into a cloud when the family is reunited. All these Philips smart locks are always with every consumer.

It is said that although we adults do not celebrate the Chinese New Year, a truly mature adult will still return to his hometown and family, talk about his daily life with his family, and summarize his income for the year , make new plans for the new year.

It has been two years since Philips smart locks entered the industry. As an in-depth participant in the industry, the baptism of time has allowed Philips Smart Lock to grow from a primary school student to the backbone of the smart door lock industry, and also face the entire industry and society as an adult. Since the kick-off of the Spring Festival marketing, Philips Smart Lock S has vigorously implemented online and offline layouts, multi-dimensional marketing strategies, and uninterrupted marketing actions, allowing us to see its determination to be ready for 2020. I believe that under the guidance of innovation and humanistic spirit, an advanced version of Philips smart lock will appear in front of us.

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