Chinese food delivery software “Ele. me” — Lunar New Year social media marketing to convey humanistic care
The Spring Festival has always been very important in the hearts of Chinese people. When the Spring Festival comes, everything presses the pause button, and people turn the tip of their shoes in a direction, no longer the company, the school, but — home. Today I’d like to introduce a social media marketing campaign by “Ele. me”, a Chinese food delivery app, during the Chinese New Year.
Ele.me (Chinese: 饿了么, lit. “Are you hungry?”) is the online food delivery and local life service platform of Alibaba Group
In China, home for the Lunar New Year, in addition to the reunion, there is also a highly anticipated thing, which is to have a New Year’s Eve dinner. Prepare a big dinner and enjoy the food together as a family. So in front of such a grand festival of the whole people, what kind of position should hungry food delivery software put itself in?
Ahead of the Chinese New Year, Ele. me released a series of new ads on its online social media platforms and offline subway stations. It is different from the positive appeals we are familiar with in advertising copy, such as “try XXX!” The sentence pattern, this time Ele.me another way, using a series of “ Wish you a New Year without ele.me” . This slogan is pronounced in Mandarin as “Wish you don’t need to be hungry for the New Year”. The platform uses this slogan as a pun.
As the slogan, followed by different family scenes when returning home for the New Year. For example, going to grandma’s house for dinner, helping mom to buy vegetables, and other life scenes that Chinese people used to be very familiar with. A few words will pull us from the tired and busy life back to New Year’s Eve more than ten years ago, that yellow time.
Ele.me uses this “Wish you a New Year without “ele.me” the slogan, which does not seem to be spoken by the merchant, successfully aroused the curiosity of the public: “Why would a seller of food delivery services use this slogan?”
Ele.me with a playful way to answer the public’s doubts: “Oh! Why not be use Ele.me for the New Year? Because we went home. Spend time with my family and prepare the New Year’s Eve dinner together.”
Through the surface scenes such as preparing the New Year’s Eve dinner and buying New Year’s goods, the deeper meaning is to reunite with the family and enjoy the Spring Festival holiday together. Is to accompany, is to find the taste of childhood; It’s the family. During these few days of vacation, you can appropriately put down your mobile phone, put down the delivery software, and try to prepare meals with your family.
With the rapid development of The Times, in recent years, the problem of the lack of “New Year’s flavor” has been discussed by the public. With just a few words of copywriting, we can accurately target the current problems of the public emotionally, to successfully fully resonate the stimulation of good feelings. This “soft” marketing method is easier to be accepted by the public. When people see this advertisement, the first thing they feel is not how eager to sell themselves, but the thinking and care about the Spring Festival and family affection conveyed in this series of advertisements.
During the Spring Festival, the number of people ordering takeout decreased, Ele.me in this Spring Festival marketing war, calling for the return of the New Year to family and life, retreat to advance, reverse marketing, and put their own functional position, humble, sincere and appropriate, but can achieve twice the effect with half the effort.
What is reverse marketing？
Reverse marketing is no longer the relevant characteristic of the direct output of products, but from the needs of consumers, in a more novel way to let consumers accept.
For example, a photo of a moldy burger, although the picture is uncomfortable, lets the public remember the fact that Burger King has “no artificial preservatives added.”
This time, Ele.me also took this method.
As the most important festival for the Chinese people and the concentrated outbreak point of consumption throughout the year, almost all brands are changing their relationship with the Spring Festival, and Ele.me is hoping that you do not need to be “hungry” (same pronunciation as Ele. me) for the New Year.
Breaking the inherent cognitive choice and giving users a new experience can bring more attention to the brand, thereby stimulating product sales and bringing unexpected gains to the brand.
