Young people are no longer willing to endure the rough life-style, but they expected to construct better quality life through the choice of brands, this kind of pursuit is related to aesthetic and personality, environmental protection and health, and the ultimate business world.
When XIAOMI mobile phone explained itself "born to enthusiast ", and when Smartisan phone presented its phone as "born to be proud ", you should have realized that a new brand era was coming in china.
In this era, the price will no longer be overemphasized; and practicality is not very important for the product. The significant point for a brand is to consider how to give consumers a pleasurable experience, and build a high-quality life for them, because of these brands have to face a group of people who was never appeared before in China. These people grew up in a better economic environment with widely use of Internet; they have wide vision, and they following fashions; they pay more attention to the environmental protection and health. They are the urban young people who were mainly born in 80s.
When these young people begin their career, they will have independent economic capacity and decisions right on consumption,。their choices is different from the choices of last generation. They are willing to pay more for a better mineral water, and to spend more money on high-end cars, it is in sharp contrast to the elder generation who went to the supermarket to buy cheaper eggs and saved money just in case.
This year, for CBN, is the sixth years to investigate "the top brands" in companies, each year we try to find out the latest popular brands through analyze the results of the survey. We decided to talk about the escalation of consumption in this year.
The most noticeable manifestation of this "escalation" is the price. We found that, the people are increasingly willing to spend more on expensive brand. In our findings, it is the first time high-end water brand Kunlunsan instead of Wahaha, moved into the top 5, but in terms of price, the average price of Kunlunsan is 4 to 5 times of Wahaha’s price; in the selection of cooking oil, nearly 8% of the people chose Olivoila olive oil, which is 8 times of the people who chose Jinlongyu; the same as skin care products, the high-end brand Estee Lauder is the first choice for 10.2% respondents in this year, is more than L'Oreal which is low-end brand.
The trend is the same when it comes to cars. For compact car, luxury car brand Mercedes Benz got a score of 6.14% and moved into the top 5 for the first time, actually, the score of BMW is only 1.53% two years ago; while for the medium-sized car, Audi exceed VW for the first time, it becomes respondents’ first choice, in addition, Volvo, Cadillac, Infiniti and other luxury brands also got more votes.
Except the brand survey, we also surveyed the choice of models. SUV is the most popular models in recent years. More specifically, Audi Q5 topped the list, it exceed Volkswagen Tiguan. If we compare their cheapest models, the price difference is 150,000 yuan.
But obviously the price is not the only reason for the change. Brand is a label of people’s life attitude and life-style. The label does not just mean the price but it has more metaphorical meanings.
The first choice of living product is still IKEA; it is a furniture retailer and has strong European style. In this category, another retailer MUJI is also becoming more and more popular in our survey. In the top brand inquiry, the score of this brand has been growth for 3 years, which from 9.9% in 2012 to 16.23% in this year.
For clothes and electronic products, the young people pay more attention on stylish and design than others. NewBalance uses exaggeration and multiple colors on its sports and leisure products, it makes NewBalance replace Li Ning ‘s position, so it became the third favorite brand, only behind Adidas and Nike.
Furthermore, the brand has a long-term brand communication will leaves young people with a more friendly impression, such as IKEA and MUJI. The share of soda and WEIQUAN increased, which results from young people’s pursuit of healthier lifestyle. They think Coke makes us fat, but soda does not; and compare with traditional packaged juice, the cold chain transportation and storage of WEIQUAN can offer a more healthy experience.
在赫尔辛基最大的商场，营销人员放置了一台拍照机器，用户投币捐款，那么就可以获得一次拍照的机会；所拍的照片会与发展中国家孩子的梦想结合，而最后合成的照片会变成商场内的广告。即邀请用户捐款拍照，那么用户就会出现在商场内多个广告牌中，为这次活动当代言。
该视频由因《吸血鬼生活》而名声大噪的导演Taika Waititi操刀。 《霍比特人》三部曲导演Peter Jackson和威塔工作室创始人Richard Taylor携众多片中演员友情客串了这部作品。此前，新西兰航空曾于2012 年推出首部“霍比特人”主题的飞行安全视频《万米高空的意外之旅》，收获好评如潮，在全球范围内获得了超过1200万的播放量。
这支影片其实是为美国女性法律中心所做的宣传广告，号召大家捐赠，来解决社会中女性同工同酬问题。目前已有超过500万播放。
该项目来自美国知名公司Droga5，这是他们与这位女明星的二度合作。
第一次合作是在2008年，为奥巴马竞选做的一次推广活动，成功的帮奥巴马赢得重要的佛罗里达州选票。
世界杯期间，孟加拉国第三大移动运营商Robi 走进校园，利用Kinect开发了一款扑球游戏，学生们被分成两队，巴西和阿根廷。两队人分别在大荧幕前接住游戏人物的射门，哪支球队扑出的球多，哪队就获胜。
这是肯德基在英国苏格兰地区为他们全新的上校布朗尼全家桶（貌似是在原来全家桶的基础上再加上布朗尼蛋糕）所做的广告，两个同城劲旅足球队（Stirling Albion FC 和 Dunfermline FC）的小球迷，在观看完比赛后，走进了同一个家门，原来他们是亲兄弟，在端上全家桶的那一刻，敌对的氛围瞬间瓦解了。
看过《闪灵》的朋友一定记得丹尼在走廊骑车那段让人毛骨悚然的镜头。如今，这一场景被宜家运用到新的广告片中。结尾时，广告目的也揭开谜底：欢度万圣节，新加坡宜家开放夜间营业。 不担心负面，敢于尝试的品牌值得称道。不过，总有人分不清现实和玩笑，看过影片再去宜家都有阴影。
一男子启动电锯，然后用绳子绑起来旋转，（模拟古代武林高手的血滴子吧？），不过这种玩法是非常危险、非常脑残的。
所以影片最后广告语：他有8项器官可以捐赠，幸运的是，他的脑子不在其中；广告要强调的意思是，你非要自残，为啥不拿来捐献呢？
