Didi's giant sticky note, an advertisement that advertising agencies dare not make

Have you seen Didi's "giant sticky note" advertisement recently? Its practical and simple copywriting has become a breath of fresh air in the advertising circle. The author of this article explains why Didi's advertisement is something that advertising companies dare not do.

Recently, Didi launched a wave of "giant post-it notes" advertisements in Beijing, Hangzhou, Chengdu and Changsha. The copy was too practical and simple, which made it a breath of fresh air. People felt that the brand really cared about its users, really thought from the users' perspective, and really put themselves in the users' shoes to watch the advertisements.

This kind of advertisement is very good and very useful, but it is something that advertising companies dare not think of and the general client dare not use.

First, the value of advertising companies is not reflected.

I have seen too many pretentious and out-of-touch advertisements. Even a bottle of shampoo has to have values ​​attached to it. Brand advertising must have insights into humanity. If there are no insights, they will create fake insights. No one really cares about users. They just want to educate users, telling them that just using me will make their spirit noble, their soul free, and their life perfect.

Even if it is a product advertisement, the copy that talks about the selling points must be a little fancy. Metaphors, rhymes, and puns should be used whenever possible. It would be best if you can write a golden sentence. If that doesn't work, you can write a few witty remarks. At the very least, you have to use a homophonic pun.

What? You write such plain words? Party A can write such words too! Where is the value of your professional copywriting? Where is the value of the advertising company? Can you still charge creative fees? Can you win awards?

The brand manager of Party A was also worried. Would he be scolded by the big boss? Would he be laughed at by his peers? Is this advertising? This is not like the advertising we usually do.

It’s not that the values ​​are wrong, but it depends on the situation. When I was carrying a lot of bags in the mall and couldn’t find a taxi stand, your billboard read “Stop and discover the beauty of life”; when I lost my phone in the car and was in a panic, your billboard read “Many things in life cannot be rushed”... I estimated that ten thousand Ferghana horses were galloping past in my heart.

And when I saw the “giant sticky note”, a warm feeling slowly flowed through my heart. This is what real user insight is.

We’ve long forgotten that advertising is about solving user problems.

An advertising work is first an advertisement, and only secondarily a work of art.

Near the park, a sign reads "Enter the park gate from here", which is much better than "Go forward, spring is open to you."

Second, the execution workload is too large.

Originally, advertising planning should be based on the characteristics of the scene and media, but the workload of "customizing one location" is too heavy. For a campaign like Didi that focuses on the benefits, the conventional approach is to make a few KVs and repeat them infinitely.

There are too many smart people in advertising companies, and most people don’t dare to point out this kind of clumsy execution, as they will be questioned for being unprofessional. Even if they muster up the courage to point it out, they will probably be scolded to death by their colleagues.

The theme of Didi’s current campaign is “Take every trip seriously”. It can be seen that Didi is really serious and sincere.

Author: Chen Wuyong

Source: WeChat public account "Chen Wuyong (ID: wuyongzhiyong2022)"