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这组海报邀请年轻人在地铁玩一场“接力赛”?

永刚 2025-05-06
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梁玟玟 自由撰稿人 关注
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案例评分: 0.0 分 / 共0人评分

当假期成为打工人逃离日常、治愈疲惫的 “精神解药”,年轻人的出行消费偏好正悄然改变:他们不仅热衷于为“体验”买单, 更将“性价比” 视为消费决策的关键,以及跨品类消费也逐渐成为他们出行场景的重大趋势之一。洞察到以上现象,抖音生活服务开启「五一吃喝玩乐节」,恰逢五一节点,吸引大家在假期期间上抖音开启“三单挑战”,进行跨品类消费。


在线下,抖音生活服务在北京大望路地铁站投放了一组创意海报,邀请来往的都市通勤族玩一场“接力赛”——从首单“吃喝玩乐”,到二单“休闲娱乐”,再到三单“假期游玩”,这组海报用视觉化的方式将“三单”活动玩法以及所覆盖的跨品类消费场景进行了简明清晰的呈现。在具体创意上,海报文案以各种与“三”相关的趣味文案为切入点,持续强化用户对于活动玩法的认知,而以绿色为主的视觉设计,则是相比于对消费欲望的直接刺激,让人更多感受到与春日出行场景的关联,以及进而所自然产生的消费需求。


“既要省钱又要仪式感”,当代年轻人的消费就是这么“任性”。抖音「五一吃喝玩乐节」以“内容 + 优惠 + 互动”的模式对本地消费场景进行了重构,为年轻人的出游消费谋了把“福利”:买得多,也能省得多。






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所在地区

中国大陆

时间

2025-05-06

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