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瑞幸开学季,高校版谐音海报刷屏!

麦克疯 2024-09-09
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梁玟玟 自由撰稿人 关注
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案例评分: 10 分 / 共1人评分

前段时间,瑞幸蹭了一波“City不City”热梗,连续发布3组城市谐音梗海报,引发广大网友融梗互动。

延续这种轻量又有效的对话方式,瑞幸结合开学季议题,上新了一组谐音海报高校版。


可以总结为两种创意模版。


一种是高校名字谐音版,轻滑(清华)到下一页、尝试一下大(厦大)杯、重复但(复旦)还是喝不腻……


另一种是爆改高校校名,将卖货文案写成藏头诗:北鼻,大声告诉我想喝啥;哇!浙里好多同学,在大瑞特瑞……


谐音梗叠加魔性方言口音,让人倍感亲切。沟通上也没有刻意追求文案对仗工整,而是用日常对话口吻,向高校同学们发出“瑞一杯”的邀请。


这种贴近日常生活的文案,也为用户的新学期新生活提供一种“主动破冰”的社交方式:开学了和集美们一起瑞瑞、挤己喝不如一起喝呀……


以“9.9低价”策略席卷国内咖啡市场的瑞幸,目前的消费主力群,还是集中在更年轻的白领和学生群体。


瑞幸以玩梗海报结合多个瑞幸咖啡校园店,在开学节点掀起新一轮高校咖啡消费热潮,也是在进一步走近年轻消费群生活。


瑞幸咖啡:开学季谐音海报·高校版-广告人干货库瑞幸咖啡:开学季谐音海报·高校版-广告人干货库瑞幸咖啡:开学季谐音海报·高校版-广告人干货库瑞幸咖啡:开学季谐音海报·高校版-广告人干货库

瑞幸咖啡:开学季谐音海报·高校版-广告人干货库瑞幸咖啡:开学季谐音海报·高校版-广告人干货库

瑞幸咖啡:开学季谐音海报·高校版-广告人干货库瑞幸咖啡:开学季谐音海报·高校版-广告人干货库

瑞幸咖啡:开学季谐音海报·高校版-广告人干货库瑞幸咖啡:开学季谐音海报·高校版-广告人干货库

瑞幸咖啡:开学季谐音海报·高校版-广告人干货库瑞幸咖啡:开学季谐音海报·高校版-广告人干货库

瑞幸咖啡:开学季谐音海报·高校版-广告人干货库

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相关信息

产品名称

瑞幸

所属行业

电商、零售

形式类别

平面

所在地区

中国大陆

时间

2024-09-09

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注:本文系广告门企业用户授权在广告门平台发表,内容仅作为该用户观点,不代表广告门立场和观点。

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