at the "sense of atmosphere" has given birth to a very promising new consumer market.
So, when the atmosphere and summer meet and collide, what Number List kind of wonderful effect will be produced? TOP privately believes that if the "traditional three-piece set" is to cool consumers from a physical level, then the "sense of summer atmosphere" is to penetrate into the hearts of the public from a spiritual level to ease anxiety.
In this summer marketing season, how does the brand create a sense of atmosphere? What reference can they provide for other brands? Let’s take a look at some of the more brilliant brand cases below.
1. "Summer Atmosphere" Case Inventory
1. RIO Drunk
As a representative of the atmosphere school, RIO's propaganda strategy is just like its name, and the brand's "slightly drunk" atmosphere is thoroughly implemented through extremely clever scene shaping. This summer, when the brand spokesperson was changed, RIO Weixin invited Zhang Zifeng to shoot a set of summer home drink posters, telling the troubles and thoughts in the mouth of a girl, showing the whimsy in the long summer.
RIO slightly drunk Zhang Zifeng's summer home drink poster
The six posters are all composed of large-scale portraits and text, but they are not monotonous and boring. The reason is that the subdivided scenes of life make the pictures present a variety of interests. Sunlight, picnic mats, peaches in the refrigerator, refracting glasses, fish swimming in a fish tank, and one person and one wine, these tiny but everyday summer elements are combined to carry the protagonist's not heavy heart. The vivid eyes and gestures exude a girly feeling full of aura, and they sing in harmony with the naughty and light words, which not only provides an outlet for the audience to release pressure, but also conveys a relaxed and healing mood.
At present, modern young people are living a high-pressure life of 996 and almost lost their own time. RIO explained to the public through the presentation of multi-scene posters: Even if you are alone at home, you can enjoy a moment of comfort and happiness. At the same time, it interprets the brand's proposition of "give yourself back to yourself".
2. Wuhan Municipal Bureau of Culture and Tourism: Diverse scenes show local customs
If RIO renders the quiet and slightly drunk atmosphere of summer, then this group of posters of Wuhan Municipal Bureau of Culture and Tourism highlights the hot energy and vitality of summer.