Urban street copywriting should be down-to-earth

When a city wants to communicate with the public and resonate with the people living in the city, the copywriting of urban marketing should come from the people and the streets, and should be highly local and colloquial. The copywriting for the Changsha and Wuhan chapters recently launched by Xiaohongshu is a typical urban communication copywriting, which is highly colloquial and localized, and has been implemented on the streets of the city to interact, creating a strong urban atmosphere and cultural appeal. This also tells us that urban marketing must have adequate content, meaningful interactions, and resonant copywriting to generate a sense of urban identity and group memory.

There are many kinds of copywriting. There is a kind of copywriting called other people's copywriting, a kind of copywriting called Party A's copywriting, a kind of copywriting called human language copywriting, and a kind of copywriting called copywriting with a sense of communication...

When you want to communicate with this city, your conversation partners should be the people of this city, the people who live in this city, so such copywriting should come from the people and from the streets.

Recently, Xiaohongshu has two sets of copywriting, which are typical urban communication copywriting, very down-to-earth, very colloquial, and very localized. Moreover, both sets of copywriting were coincidentally "written" on the streets and in the corners of daily life.

Although some of the copywriting is hard to understand if you are not a local, but it is precisely because it is localized that it does not affect the quality of these two sets of copywriting.

1. Changsha

No shrimp

Can I get out of Changsha alive?

As long as it is a food city

There is a food soul that represents this city

Crayfish is the soul of Changsha

Just like no cow can leave Chaoshan

Changsha is not big

But it's spicy

Changsha's spiciness is spicy and hot

Describing a city as "spicy"

This is not a grammatical error, it is called synaesthesia

Drinking in the first half of the night

In the middle of the night, I slurp noodles and come back to life

"Wine" and "noodles" are both very local expressions.

Renewing life, resurrecting the night economy supported by young people

Accent Plastic

Be reliable

I want it, but it’s not enough for food…

I know a lot of friends from Funan or even Changsha, their accents are really obvious, and the accent is the unique tone of a city.

Heaven and Earth

Long Shamo

I have never been to Changsha, nor have I ever ridden a motorcycle taxi in Changsha, but motorcycle taxis represent the flow of a city.

They walk through the streets and alleys, and they are familiar with every corner of the city. However, in a city where shared bicycles and online-hailing taxis are everywhere, the advantages of motorcycle taxis are being suppressed.

Allergy to work

Addicted to streaming

It actually means "a worm at work, a dragon after get off work."

"Da Liu" means idleness in Changsha dialect, and the two characters "Da" also have different meanings.

In order to better express the theme of "Changsha Streets", or to give this theme a carrier to land and interact with Changsha people, Xiaohongshu has also set up many "connection points" on the streets of Changsha, attracting many young people to check in.

2. Wuhan

Going to the swimming pool is called making dumplings, going to the river is called swimming!

The reason why Wuhan people travel along the Yangtze River in summer is the same as why Guangzhou people travel along the Pearl River.

More grilled halwa for tendons, more iced halwa for beer, let’s talk more about halwa today.

Hazi means "a while" in Wuhan dialect.

I have to say, it's quite funny and vivid.

Hey, if you keep calm, you will feel cool.

Yale means child.

In Cantonese, it is “xiluzi” or “azi”.

Sugar mixed tomatoes, that's it~

We also eat tomatoes mixed with sugar in summer in our hometown. I thought the name “是那个事” was because it sounds similar to “柿” (persimmon).

It turns out that in Wuhan dialect, it means "awesome, on point".

In Wuhan

You can't accept the week

You can't resist the heat

There are many urban slangs that have been passed down from history.

Like "不服周", the people of Chu are not convinced by Zhou, which means they are not convinced.

Wuhan is known as one of the four major furnaces, and no one should be dissatisfied with the heat.

Summer nights are long,

You can eat crayfish slowly.

It’s crayfish again. Crayfish can be found all over the country in summer.

But I have eaten crayfish in Wuhan, and it is really delicious.

The creative idea of ​​this picture should be to write a menu.

(Bang, bang), listen!

Hiding in watermelon in summer

I like this sentence the most.

This is our daily action when picking watermelons. The word “hiding” is very vivid and cute.

Bamboo mats, straw mats, mahjong mats, all rolled up! !

This insight is great too.

In summer, the mats also roll inward, so it will be cool no matter what mat you choose.

Mung bean soup Mung bean soup, do you want mung beans or soup?

My focus is: 2 yuan for frozen mung bean soup, very cheap.

I can eat two bowls at a time.

You, you, you, do you want to jump into Donghu Lake?

This angle is shocking!

From this perspective, are all Wuhan residents good at diving?

The copy comes from New Pants, but diving only requires a swimming trunks.

Eat lotus stems, and all your worries will go away

I don’t agree with this.

We shouldn’t use this kind of outdated internet slang. Although it rhymes, it suddenly loses the unique charm of Wuhan.

Gardenias are blooming on the streets, and summer has arrived in Wuhan.

It is said that gardenias are a rite of passage for summer in Wuhan? On May 19, China Tourism Day, the Wuhan Municipal Bureau of Culture and Tourism, together with Xiaohongshu and HANS (which is also the creative agency of the above posters), organized a nationwide interactive event and launched the "Send 100,000 gardenias to Wuhan residents for 5 consecutive days" campaign.

What a nice summer in Wuhan. What a good communication. Whether it is Wuhan or Changsha, such city event marketing should have good content, interaction, resonant copywriting and participation in the event, which is worth learning.

Author: Liang Dazhu, WeChat public account: "Copywriter Strange Talk (ID: copywriter_s)"