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    Home > Coatings News > Paints and Coatings Market > TV Marketing: A New Position for Coating Brand Propaganda

    TV Marketing: A New Position for Coating Brand Propaganda

    • Last Update: 2021-10-12
    • Source: Internet
    • Author: User
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       Global Coatings Network News:

       Global Coatings Network News:


    Marketing is a never-ending topic in all walks of life.
    Successful marketing brings together high-end wisdom and novelty innovations, creates myths, and creates wealth.
    It is always imitated and surpassed.
    In July, the sun was blazing.
    After the huge investment in TV advertising, the paint industry ushered in a new marketing attempt.
    Three typical representative paint companies, namely Carpoli, Sankeshu, and Nippon Paint, appeared on the TV screen one after another.
    .


    On July 1, the colorful family season of "Open Sesame" on Jiangsu Satellite TV, which was titled and broadcast by Jiabaoli, officially launched; on July 18, Zhejiang Satellite TV’s first domestic youth sports idol drama "Sunny" was filmed by Sankeshu Paint.
    "Like Me" also met with the audience.
    This TV series incorporates many story lines such as the "Three Trees" corporate image, corporate parks, sales outlets, and flagship products.
    It can be said to be a "tailor-made" drama for the "Three Trees" paint; On July 28, Nippon Paint was titled, and the large-scale home improvement and renovation reality show "Dream Renovator" created by Dragon TV officially shouted the slogan of "Refreshing life with love, and dreaming here".

     













































    name of the show "Open Sesame" Colorful Family Season "The Sun Is Like Me" "Dream Transformer"
    Broadcast TV station Jiangsu Satellite TV Zhejiang Satellite TV Dragon TV
    play time Every Tuesday night 22:00-23:30 37 minutes every night at 19:30 Every Wednesday night at 22:00 for 45 minutes
    Play time Play for four months 34 episodes 13 episodes
    Start time July 1 July 18 July 28
    Title / investment company Carpoli Three Trees Investment Shooting Libang
    program introduction A game pass-through program that integrates multiple interactive elements such as puzzles, pass-throughs, games, family, and love, which adds a sense of fashion and fun, and cleverly interprets Carpoli’s brand-new brand concept of "make home beautiful and let love rest assured" .
    The program broke through the mode of answering all questions in the puzzle program on the TV screen.
    Two people teamed up to participate, one person was responsible for answering the questions, and the other person was responsible for the game to win prizes.
    Set in the beautiful seaside town of Putian, Fujian, it focuses on the Chinese dream of youth.
    Many story plots have been designed around the "Three Trees" corporate image, corporate parks, sales outlets, and main products.
    More than 30 people from Santrees distributors and employees participated in the filming of the play, presenting the corporate and brand culture in three dimensions, creating a Three Trees Drama
    The past home improvement shows focused on the decoration style and materials.
    This show focuses on the characters living in the house, living problems and their dreams.
    The top designers of Nippon iColor have limited funds and space according to the client.
    To carry out a thorough renovation for the special needs of the entrusted family, truly solve the housing problem of the entrusted family, and realize the transformation of life

    Program name
    "Open Sesame" Colorful Family Season
    "Good Will Hunting,"
    "dream home renovation"
    Play TV
    Jiangsu TV, Zhejiang TV Dragon TV
    play time
    every Tuesday evening at 22: 00-23: 30 19:30 timesharing night long 37 minutes every Wednesday 22:00 45 minutes long
    long time playing
    playing a total of 34 sets of 13 months set
    launch period
    July 1 July 18 July 28
    title / investment companies
    Garbo three trees have invested Nippon
    program introduced
    A game pass-through program that integrates multiple interactive elements such as puzzles, pass-throughs, games, family, and love, which adds a sense of fashion and fun, and cleverly interprets Carpoli’s brand-new brand concept of "make home beautiful and let love rest assured" .
    The program broke through the all-answer mode of puzzle programs on the TV screen.
    Two people teamed up to participate.
    One person was responsible for answering the questions, and the other was responsible for the game to take prizes and set the scene in the beautiful seaside town of Putian, Fujian.
    It focused on the youthful Chinese dream.
    Many story plots have been designed around the "Three Trees" corporate image, corporate parks, sales outlets, and main products.
    More than 30 people from Santrees distributors and employees participated in the filming of the play, presenting the corporate and brand culture in three dimensions, creating a Three Trees’ drama.
    The past home improvement show focused on the decoration style and materials.
    This show focuses on the characters living in the house, living problems and their dreams.
    Nippon iColor's top designers have limited funds and limited funds.
    space for a thorough reform of the special needs of the client, the real solution to entrust family housing problems, to achieve the transformation of life
    program name
    "Open sesame" colorful family season
    "Good Will Hunting,"
    "dream house renovation"
    program name, program name "sesame open the door "colorful family season " open Sesame "colorful family season " like Will Hunting, " " Good Will Hunting, " " dream transform home " " dream home renovation "
    play TV
    Jiangsu TV, Zhejiang TV Dragon TV
    play TV play TV , Jiangsu TV, Zhejiang TV Dragon TV
    play time
    Every Tuesday evening at 22: 00-23: 30 time-length per 37 minutes 19:30 22:00 three weekly 45 minutes long
    play time play time every Tuesday evening at 22: 00-23: 30 time-length 19:30 per 37 22:00 minutes three nights a week long 45 minutes
    long when playing
    playing for four months a total of 34 sets of 13 sets
    played for a long time player playing for four months a total of 34 sets of 13 sets
    launch time
    July 1 July 18 July 28
    launch time launch period July 1 July 18 July 28
    title / investment companies
    Garbo three trees have invested Nippon
    title / investment company title / investment companies Garbo three trees have invested legislation state
    program introduced
    A game pass-through program that integrates multiple interactive elements such as puzzles, pass-throughs, games, family, and love, which adds a sense of fashion and fun, and cleverly interprets Carpoli’s brand-new brand concept of "make home beautiful and let love rest assured" .
    The program broke through the all-answer mode of puzzle programs on the TV screen.
    Two people teamed up to participate.
    One person was responsible for answering the questions, and the other was responsible for the game to take prizes and set the scene in the beautiful seaside town of Putian, Fujian.
    It focused on the youthful Chinese dream.
    Many story plots have been designed around the "Three Trees" corporate image, corporate parks, sales outlets, and main products.
    More than 30 people from Santrees distributors and employees participated in the filming of the play, presenting the corporate and brand culture in three dimensions, creating a Three Trees’ drama.
    The past home improvement show focused on the decoration style and materials.
    This show focuses on the characters living in the house, living problems and their dreams.
    Nippon iColor's top designers have limited funds and limited funds.
    space for a thorough reform of the special needs of clients, to really solve the problem of housing commissioned by the family to achieve life transformation
    program introduction program introduces multiple interactive games break through the barrier of a file type of program, the integration puzzle, break through the barrier, games, and other family and love The elements increase the sense of fashion and interest, and ingeniously interpret the brand-new brand concept of "Make home beautiful and let love rest assured".
    The program broke through the all-answer mode of puzzle programs on the TV screen.
    Two people teamed up to participate.
    One person was responsible for answering the questions, and the other was responsible for the game to take prizes and set the scene in the beautiful seaside town of Putian, Fujian.
    It focused on the youthful Chinese dream.
    Many story plots have been designed around the "Three Trees" corporate image, corporate parks, sales outlets, and main products.
    More than 30 people from Sankeshu distributors and employees participated in the filming of the play, presenting the corporate and brand culture in three dimensions, creating a Three Trees’ drama.
    The past home improvement show focused on the decoration style and materials.
    This show focuses on the characters living in the house, living problems and their dreams.
    Nippon iColor's top designers have limited funds and limited funds.
    The space is completely remodeled according to the special needs of the client, to truly solve the housing problem of the client family and realize the transformation of life


    Naming and implantation are exactly the hot methods that are popular in the television media industry nowadays.
    Nowadays, more and more TV movies are implanted in advertisements.
    The original intention of brand implantation should be to implicitly convey the concept of the brand with the help of plots, rather than simply brand exposure, forcibly instilling brand image or products into the audience.
    A successful advertising placement must be able to transform the brand into the most concise forms of text, pictures, and objects, and subtly integrate them between the camera switches instead of inserting them bluntly.
    This is like recognizing in an unfamiliar scene.
    Familiar brand symbols give the audience a feeling of discovering easter eggs.
    This is the best implantation effect: clever and seamless.
    The company image of Sankeshu is incorporated into the drama "The Sun Is Like Me", and its distributors and employees participated in the show to integrate the plot of the TV series with Sankeshu.
    I wonder if the audience is satisfied with this implantation method.


    In the drama "The Sun Is Like Me", Su Xiaoke overturned the paint and smeared the paint on his skin during a quarrel with Lin Feng.
    Some Sina Weibo netizens believed that the placement of the ad was not obvious enough to see it, and was rated as the most witty ad in history.
    Implantation-"This is the paint of Three Trees, it will not harm the skin".

    This is the paint of Three Trees, it will not harm the skin


    However, along with the rapid growth of this industry, there are also strong dissatisfaction with the "movies in commercials" from the audience, and even a lot of resentment.
    Feng Xiaogang has implanted more than 20 advertisements in "If You Are the One 2", setting the highest number of domestically-produced movies in advertisement placement, but at the same time is facing the biggest controversy and criticism.
    There is such an intriguing sentence, "If you give me 1 million yuan and ask me to add an unreliable lens, I will definitely not; if you give me 10 million yuan, I will use my brain to turn the unreliable lens into Reliable".
    The truth in this sentence is how to integrate the brand's appeal and the intersection of the situation.
    Three Trees’ investment in filming TV dramas for implant marketing has set an example for paint companies and is at the forefront of the new era of paint marketing.


    In terms of naming, generally speaking, when naming a TV column, the company's brand manifestation is nothing more than the following aspects: column name brand naming; column microphone brand label; column corner label display; host program middle mouth Broadcasting no less than X times; brand and product display on the scene of the column shooting (indoor and outdoor shooting scenes); brand display on the scene of the event, equipment package and other decorations; advertisements for each program distribution; all forms in the first broadcast and Reflected in the replay.


    Nippon has always believed in advocating "refreshing a better life for love".
    In addition to providing high-quality products, it also provides professional and considerate one-stop services from free testing, formulation of plans, removal protection, professional polishing, and cleaning and resetting.
    Create a dream home for customers.
    This brand concept coincides with the purpose that "Dream Transformer" hopes to convey.
    "Dream Renovation Home" reveals the meaning of homes to people by focusing on buildings with different regional characteristics across the country, and family stories of different types and backgrounds, and witnesses the happiness that home improvement brings to people.
    And Carpoli chose Jiangsu Satellite TV because the age group of its audience is more suitable for Carpoli.
    Jiangsu Satellite TV's positioning is "Happy China", which is very consistent with Carboline's brand concept of "make home beautiful and let love rest assured".


    Everyone knows that titled TV shows are more expensive than ordinary advertising, but if the program is effective, the benefits will naturally be considerable.
    Regardless of what kind of praise and criticism there is for TV advertising, TV is still considered to be the "most direct and effective" advertising vehicle among all media.
    Joy Media once provided a "Research Report on the Effects of TV Program Naming".
    The center of the research is "To what extent is the audience affected after seeing such content? Is there any change in the relationship with the product?" The report shows, The advertising methods involved in program naming and other products have specific effects on deepening brand awareness.
    The effect is related to the accumulation of time.
    "Timing" may also have an "immediate" effect among a small number of people.


    To put it simply, the process of broadcasting TV and radio programs can deepen the impression of the naming corporate brand in the minds of the audience; after the end of the high-quality program, the social debate can continue to improve the impression score of the naming brand.
    At the same time, if the program Its own high ratings and brand degree will invisibly increase the brand "grade" of the naming company.


    Whether it’s placement of advertisements or titled TV programs, what we see is the innovation and experimentation of Chinese paint companies in marketing methods.
    In an era when the market is individualized and the cake is not so good to eat, it is only when you take action and walk in the front.
    The biggest opportunity to occupy the market.
    (Source: Global Coatings Network) (For more information, please log in: Global Coatings Network
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