奥格威广告“神灯”魔力源泉之五:我惯于应用别人智慧的成果。 94年秋,我曾应一家食品集团的邀请一起参加在郑州召开的全国糖酒秋季交易会,被那些天上飞的、地上走的各式各样的广告手段弄得眼花缭乱。有广告气球、广告气艇,更有趣的还有架小飞机,象蜜蜂嗡嗡叫着,拖着一条广告标语在上空盘旋。东风卡车载着巨大的酒瓶招摇过市。甚至有人钻在放大了几十倍的酒瓶里排成队走来走去。当时我认为这不合人情,对产品形象很不利,但这种做法却对我很有启发,因为这种类似的做法在大上海还没有出现过。上海的几条大马路人流量很大,如果将这个做法加工改进一下在上海操练一遍,效果会是在郑州的几百倍。 Ogilvy advertises the source of the “magic light” of the magic: I am accustomed to applying the results of other people’s wisdom. In the autumn of 1994, I was invited by a food group to attend the national sugar and alcohol trade fair held in Zhengzhou, which was dazzled by the variety of advertising methods that fly in the sky and go on the ground. There are advertising balloons, advertising gas boats, and even more interesting small planes, like bees buzzing, dragging an ad slogan hovering in the sky. The Dongfeng truck swam through the city with a huge bottle of wine. Some people even drilled and walked in teams of bottles magnified several times. At the time, I thought this was unfriendly, and it was very unfavorable for the image of the product. However, this approach was very inspiring to me because such a similar approach has not yet appeared in Shanghai. There are a lot of traffic on Shanghai’s major roads. If you drill this practice and improve it in Shanghai, the effect will be several hundred times that of Zhengzhou.