Extraordinary Genius

Jiang Wanmeng did not expect much from advertising.Advertising was only a form of marketing to let the audiences remember the nameof the brand. What more can advertising do?

But after he read the commercial script written by Feng Yu,he was convinced.

“Manager Feng, this advertising message is terrific! We willsurely win!”

Feng Yu was overjoyed, but he did not show it on his face.He fake a modest look. “You never know until it’s played.”

“I am not sure how this commercial will affect thoseoverseas viewers. But in China, it will surely be effective. The other VCDbrands should be finished. But this commercial seems to be quite long. Ithought our TV stations limit the advertis.e.m.e.nts to 30 seconds?” Jiang Wanmengasked.

“For CCTV, there is a limit of 30 seconds. But the local TVstations can give us 2 minutes. This commercial is exactly 2 minutes.” Feng Yuhad considered this. The other VCD brands were advertising on the local TVstations, and we will also go there to advertise.

This will stop them in their path.

......

“Wind and Rain Super VCD player. Choose from 4 soundschannels and switch from Chinese to Cantonese at your preference. 9 types ofdisplay modes for your movies. Unique countdown timer to let you control yourwatch time. Wind and Rain Electronics. The inventor of VCD, a pioneer in theindustry and leading brand. Wind and Rain Super VCD payers. Often imitated, butNEVER exceeded!”

This was the basic 30 seconds commercial. No faces appeared inthe commercial. There was only a pair of hands, a remote control, a Super VCDplayer and a TV monitor in the commercial.

With only a few words, the Super VCD player’s features wereexplained. The words “Inventor, Pioneer, and leading brand” clearly shows thedifference between Wind and Rain Super VCD player and other VCD players.

This commercial showed Wind and Rain Electronics’superiority over Toshiba and the other VCD player brands. Even Aiwa and Philipshad no way to retort them. The advertising message was not exaggerated. Windand Rain Electronics was really the inventor, pioneer, and the leader in theVCD industry.

The two minutes commercial was slightly different. The startof the commercial shows a family gathering and Nan Ge was holding a mic singingin front of a TV. His amazing vocals attracted the applause of the people atthe gathering.

Then, Nan Ge pressed a few b.u.t.tons on the Super VCD playerto choose the audio channels. He purposely shows that he could mute theoriginal sound of the artist, can mute the mic and have a sing-along the function.

“For VCD players, I will only choose Wind and Rain brand. Theinternational brand from China you can trust!”

After Nan Ge said the advertising message, the scene changedto a close up of the Super VCD player. It ends with Wind and Rain’s logo andthe brand slogan. Often imitated, but NEVER exceeded!

This advertising slogan made all the other VCD playermanufacturers furious.

d.a.m.n. We bought the authorization for the patents from youall and paid you for every unit we produce. Yet you turn around and step allover us!

“Often imitated, but NEVER exceeded!” What stupid slogan wasthis?!

If you all do not have patent protection, the VCD playersmight even have more features. Furthermore, who said we are imitating you all?Our exterior designs and colors were different from yours. How can you claimthat we are imitating you all?

Never been exceeded? What’s the meaning of this? You reallythink that Wind and Rain Electronics will maintain the lead in front ofeveryone else?! What until we set the industry standards and replace you. Weshall see who’s the loser!

Soon, AIWA Super VCD player’s commercial also appeared. The30 seconds commercial was about the same, but it emphasizes on the audioquality. But the 2 minutes long commercial was filmed in a Karaoke lounge. Therewas still no Karaoke lounge yet. At least it was still not available in China.

Na Ying was singing, and everyone in the lounge wascheering.

“Using Aiwa Super VCD player feels like in a recordingstudio. I can practice my singing at home in the future. VCD, high-qualityaudio enjoyment. I love Aiwa.”

The camera zoom in on the Super VCD player and theadvertising slogan appeared. Aiwa Electronics. I love China.

The overseas version of the commercials was different. Butall the 30 seconds versions were about the same. It all showed the product, andno faces were shown. But the longer version of the commercials was different.The actor was changed to Hong Kong’s G.o.d of Songs, Jacky Cheung. This wasbecause Jacky Cheung was going to hold a concert at New York’s Madison SquareGarden next year. He was also the top Chinese male singer.

Because Jacky Cheung had decided to stop acting these twoyears, his endors.e.m.e.nt fees were not high. It was only 1 million USD per year.But Feng Yu bargained because of this reason. He also argued that thiscommercial will be aired all over the world, and it will increase JackyCheung’s popularity. Feng Yu used Jacky Chan’s endors.e.m.e.nt fees for The LittleTyrant as an example. He only offered Jacky Cheung 5 million HKD per year for 5years.

After some bargaining from both parties, they settled on theterms of the contract. 30 million HKD for 5 years. Jacky Cheung had to film twocommercials every year, some print ads, attend 4 promotional events and someother miscellaneous conditions. Feng Yu felt it was a great bargain! In the nexttwo years, Jacky Cheung will be presented an international music award from InternationalFederation of the Phonographic Industry. His alb.u.ms were also selling well. Heonly lost to Michael Jackson in record sales.

This advertising campaign was ma.s.sive. Feng Yu had pouredall of this year’s profits from the regular VCD players into this campaign. Despiteusing all of his earnings, Feng Yu did not make any losses. He still had the gainsfrom the Super VCD players and the authorization fees. Most importantly, hisbrand value will increase further. These were all not measurable temporary. Thevalue can only be seen with Wind, and Rain Electronics got listed.

Wind and Rain’s advertising slogan: ‘Often imitated, butNEVER exceeded!’ was implying to the audiences that only Wind and Rain VCDplayers were the original. The rest of the brands were imitations. This was toraise Wind and Rain Electronics’ status.

AIWA maintained their usual style. They focus on audioquality. The spokesperson for their Super VCD players was the same spokespersonwho signed with them last year. The most popular female singer, Madonna.

Although Madonna’s endors.e.m.e.nt fees were very high, sheendorsed all of AIWA’s products. AIWA could use her in their advertis.e.m.e.nts forall music related products. Of course, Madonna also has to film 2 commercialsand attend 2 promotional events every year.

The first part of the year, AIWA had invited Madonna to filma CD player commercial and gotten good results. The second commercial this yearwas for the Super VCD player.

Wind and Rain, Aiwa, and AIWA brands started to spend largeamounts into their advertising campaign worldwide. They also reminded Philips.Although they had formed an alliance, they were still competing against eachother for the Super VCD player sales. If Philips did not step up theiradvertising campaign for the Super VCD players, they would lose the marketshare to Feng Yu.

So, Philips also start to market its productsaggressively…….

Translator’snotes:

JackyCheung

chapters