Ice cream Micro Film Campaign in China

This blog is just some thoughts and thinking in my daily life. I want to record those interesting marketing campaigns in China and US.

Yesterday, I happened to click on this video ads on Youku, the Chinese YouTube. Micro film has been so popular in China after the introduction of micro blog which caters to the fast information processing of the new society. Naturally, brands are seeking opportunities to be involved in this new trend and marketers are making every effort to incorporate brand into the micro film in an indirect way.

Micro film normally has a length of 15 minutes. It has a simple story which is coherent with the brand message. Compared to commercial ads, the micro film is longer to have a more complete message and fans can have a better engagement with their idols. Compared to the real film, the micro film is short which people will not spend much time to watch and can get the message immediately and clearly. So in terms of consumer impact, micro film far more outweighs the traditional way.

Let's focus on this micro film for the ice cream brand "Ke Ai Duo" which means "more cute" or "Love more" in Chinese. The campaign positioned the ice cream to be a label of "Love" instead of just an ice cream that can cool you down in summer. Giving up the functionality of ice cream, the ads pay more attention to transform the product into an emotional accessory.

In the micro film, we do not see a direct mention on the ice cream. Instead, the ice cream is just a prop, a daily life snack, a source of surprise.

I highly recommend to watch the series of films. It is not only about the ice cream, but about love, especially, love for the youth. And maybe you will feel more in love if you watch it with this ice cream.