Industry: the integration story is the placement of the soul

Convergence plot is the soul of placement

Xi-Mei Liu

Acquaintance YANG Zong Ling, is located in the Chaoyang District, SOHO, corporate boardrooms. A gentle face the sun boy sitting opposite me, told me "I YANG Zong-Ling." And implanted in his century media company Kunpeng title is general manager.

In terms of non-industry, not many know the name. However, seen the movie "west wind" who are familiar with the film Pushing open more than 40 minutes of "Wrangler" jeep. Yes, Yang Ling Kun Peng and his founder of Century Media is the go-between "west wind" and "Wrangler," the matchmaker.

School Business Management origin YANG Zong Ling, product placement on television programs and movies soft spot in the industry's identity is a former television producer director. Currently involved in implantation of important film and television work includes "Wang Gui and Anna," "defense of marriage", "boss of happiness", "secret war" and other 30 remnants.

As a professional in marketing, media placement agency heads, Yang Ling believes that a successful placement is not only not "mine down the audience", but also the advertising business a relatively small investment to obtain more substantial economic benefits.

Premise: Choosing the right implant carrier

"Product placement and the difference between conventional advertising, you can open with thesis writing and writing to explain the image." YANG Zong-Ling said that the reason for placement is classified as thesis writing, because it is based on the script achieve creative advertising, and conventional advertising can play a fanciful imagination, operational space is relatively large.

And a brand can successfully implanted in the film and television works, "the first right choice depends on whether advertisers had implanted carrier." YANG Zong Ling said, we all know, films and TV ratings and box office have been implanted with the advertising effect is directly related to those works of the director profile and high degree of concern for film and television work, advertising investment on the implantation of a relatively high probability of success.

Wang Ying from the ZhaoBaoGang and co-directed the "defense of marriage" is one classic case. Play, the director known, well-known actor and TV themes expressed by many viewers attention. The TV series has landed on the 10 TV screens, which "is much higher than ordinary home TV broadcast TV only 2-4 ratio."

Meanwhile, in addition to the major TV broadcast, the show's web traffic has more than 600 million times.

"We can say that the drama to be implanted in advertising to maximize the transmission frequency of the other conventional rigid advertising can not match." YANG Zong Ling said with a smile.

Protection: the right way to perform in place VS

"But the right carrier, and can not guarantee the placement of full success." Golden "in the naked product placement would cause a lot of audience criticism." YANG Zong Ling believes that product placement is also a creative work, its most fundamental principle is Restoring the story rather than disturb the story, what should be implanted as part of the story, which is naturally integrated into the story rather than rigidly in Canada.

In YANG Zong Ling's view, "inappropriate implants is poor way to bring a sense of audience, although the products have been implanted in the memory, but the loss of reputation degree, which is not conducive to brand promotion."

The proper way to implant in place, enforcement needs to support. Because, "the crew in the filming process, after all, is to shoot first, customers must have experienced the brand implant placement in the entire executive staff with the group, and props in crew coordination, site, anytime, anywhere with the director, camera teacher, art, actors and other stakeholders to communicate, to find more appearance for the product opportunities the technology needs of the whole process should not be underestimated: the need from the lights, camera, editing, scheduling and other actors point of view of the placing of props, site layout, and even To customize a special implant props, but also to report regularly to the clients progress and stills implants, implants allow customers to capture real-time understanding of progress. "

This execution protection "if the planning team to do the business of advertising is very difficult." "Shooting film and television work a longer period, and for higher professional staff in this area of ​​energy and general business capabilities are limited. In this case, implantation of a professional advertising media can offer our customers tailored housekeeping services, and professional standards can be used to control real-time recording process, "to ensure the effect of advertising the brand of the implant."

Facts have proved that this combination of story placement has become the advertising industry, "the new profit point." "West wind" release, the "Wrangler" Jeep is rapidly swept across the country, the director of books on car high praise for the film even more than expected.

"'Wrangler' success shows that we as an intermediate service provider, to maximize the coordination of the relationship between directors and investors, while in fact, been able to maximize coordination, because our placement fits with the Videos requirements, which can be achieved and advertising the film itself should aspire to. "YANG Zong Ling said.