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心的连接,没有终点——中国联通国际

BU蓝昊 2024-04-22
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梁玟玟 自由撰稿人 关注
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人与人之间靠什么连接?从联通国际的品牌宣传片中也许可以找到一些答案。以“联通世界,创享美好智慧生活 ”为愿景的中国联通国际,这些年一直在洞察用户真正需要的“连接”,并结合时代和环境的背景,将这份洞察转化成故事和视觉场景,给用户们以心理的慰藉和生活的助力。


我们都需要沟通,不仅仅是需要它的工具先进、数据可观,更需要的是通过它获得真诚的情感、得到积极的反馈,以及如何解决距离带来的“心”问题。基于此,我们在品牌宣传片中,以不断进化的沟通告诉大家,人与人的连接不止一种,心与心的连接更是无处不在



一、2021跨境连接,让爱时刻在身边


2021年后疫情背景下,我们深挖万物互联背后的真实情感,将中国联通国际智慧互联、云网一体构建的全新沟通方式情感化、故事化。通过一位海外妈妈与国内女儿的日常且不寻常的生活,讲述一个纵使相隔万里却依然紧密相连的故事。


我们把海外妈妈对子女的爱转化为符号-时差,这个故事记录着一位妈妈一天的日常也是一天的不寻常,在有时差的异地,对孩子却无时差的爱。在远隔重洋的战“疫”里,如何守护小家和大家在这个特殊时期,具有了特殊的意义。






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二、2020疫情之下,你我重新相连


突如其来的疫情,让2020年的世界按下了暂停键。举步维艰之下,中国联通国际决定召开全球性线上国际合作伙伴会议,并首次以云直播形式开展,利用智慧互联和云网一体打破疫情下的沟通困境


基于此,我们洞察到人们“宅”的背后,其实是沟通的极度匮乏。为此,我们与中国联通国际共同打造创意宣传片,通过场景化演绎向全球观众展现由远程诊疗、云端课堂、5G娱乐、云端办公等构建的全新生活方式,用全新的“宅”生活方式告诉人们,纵使疫情将我们分隔,你我仍能紧密相连






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三、2019心连你我,回归“心”的沟通


2019年通讯技术的更迭加快了联系的频率,快餐式沟通让人们在信息传递的同时,忽略了沟通的另一层面——情感交流。当花在人际交往上的“心思”越来越少时,彼此还能否真正用心去沟通?


我们带着对沟通意义的思考,让代表“连接”的红衣小女孩在时空中穿梭,读过从信笺到邮件的缠绵情意,听到从传声玩具到社交语音的童真,也看见从相片到影像的挂念。从互联网到移动互联网再到5G时代,每个时代都用“心”的方式来诉说,让人们回归“心”的沟通。






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未来,随着环境的更迭,沟通方式的变化总会发生,人与人之间的连接也将更多样。但我们相信无论怎么变,想要倾诉和获得认可的情感需求会一直存在,可以实现心与心连接的故事也会一直被需要。

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标签: 品牌 广告 联通国际 沟通 TVC 创意广告片 走心 内容营销
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