What kind of advertisement is an excellent advertisement? David ogilvy's Confessions of an Advertiser has three viewpoints: 1, and the advertisement recognized by customers is a good advertisement. 2. Raymond robiquet's point of view: It can not only influence people to buy the products it promotes, but also make people and advertising circles remember that it is an admirable masterpiece. For example, cosmetics can start with the theme of health and beauty, so that customers can see the benefits of goods. Key words: advertising planning, advertising planning, top ten in the world, "Yaqian" washing powder-"the longest clothesline in the world" Case introduction: When the year 2000 came, Procter & Gamble of Brazil pulled up the longest clothesline in the world in order to promote "Yaqian" washing powder in Boda Fogo Beach, Rio de Janeiro, Brazil. This clothesline pulled up at Boda Fogo Beach is 22,420.5 meters long. At that time, Guinness recorded the longest clothesline 18000m. This clothesline has 2,800 orange-red pillars and 32 ropes, which are 700 meters long and 5 mm thick ... On the longest clothesline in the world, more than 40,000 pieces of white clothes washed with Yaqian washing powder are hung. In order to collect white clothes to dry, they launched a campaign of "donating white clothes" in Rio de Janeiro. For every white dress donated, you can get a ticket to the Millennium Carnival held in Samba Square on June 2nd, 2000. Comments: It is not difficult to think of the clothesline from washing powder, and it is not difficult to think of pulling up the longest clothesline in the world on the beautiful coast. The highlight of this plan is that it is linked to the Millennium Carnival, which has a good understanding of the Brazilian lifestyle and integrated the enthusiasm and creativity of Brazilians into the birth of a new record and a commercial promotion activity. 2. Coca-Cola and Citigroup-"Join hands with the United States" case introduction: On the American border highway, Coca-Cola and Citigroup sponsored a spectacular act: Americans held hands. Comments: This is a planning case that happened in the early 1980s. Its imagination, target consumers' participation and execution are amazing. The key concept of "national hand in hand" is "connection", which emphasizes the connection between people, or the relationship between brands and customers. 3. News of Science and Technology Conference-Case introduction of "Melting Penguin": In an international conference on "Atmospheric Ozone Layer" abroad, the organizer of the conference placed some ice sculpture penguins on the road in front of the main venue. Because of the sunshine, the ice sculpture penguins are melting. On that day, pictures of "Penguin Melting" and news reports about "Atmospheric Ozone Layer" appeared in local and world news. Comments: There are too many international and domestic meetings in TV news every day. "Melting Penguin" is an outstanding planning benchmark. How is an abstract topic suitable for news communication? Let's simulate the thinking of the "melting penguin" planner: What caused the thin ozone layer? The temperature rises. What does high temperature cause? Icebergs melt and sea levels rise. Find something related to icebergs and the sea-it's easy to think of penguins. But I didn't expect that the ice-carved penguins and the ice-carved penguins on both sides of the conference center road are melting under the sunlight, which requires enough talent. 4. Dezhou-Case introduction "105 instead of smoking": In Dezhou, more than 100 children used their imagination to help adults imagine 105 instead of smoking, which eventually became global news and let us know in Shanghai. Comments: Every year on World No Tobacco Day, there are often news in China that 10,000 people are mobilized to sign in a famous place. Those children in Texas put our planners to shame. I don't know how far and how long the news of anti-smoking activities such as signature can spread, but I know that "105 things instead of smoking" in Texas made me understand it in Shanghai. After many years, I still relish it and promote it as a good planning product. 5. Service Guide-Case Introduction of Chopin in Shanghai in 2002: In June 2002, a student named Pan from School of Economics of Fudan University chose Shanghai Waibaidu Bridge, Xiangyang Road Clothing Market, Jinmao Building Plaza and Huaihai Middle Road Subway Station to play the piano. Comments: At that time, under the pseudonym of Mr. Dongxi, I was the planner of the "Weekend Plan" column of Jiang Shen Service Herald. Flying Pan is a senior in the Department of Economics and Management of Fudan University. She has been studying piano for 16 years. I had to give up my wish to be a piano player in Shanghai Conservatory of Music and was admitted to Fudan University to study economics. It was in the communication with Pan Qi's family that I began to have a better understanding of Chopin. In the 200 years after Chopin, many famous pianists appeared. For example, Chopin in the Mediterranean, Chopin in young communist party, Chopin in clockmaker, Chopin in middle age, Chopin in Paris. There are also two famous pianists who played Chopin in China: Fu Lei in Shanghai and Di Yun in Shenzhen, but there was no Chopin in Shanghai in 2002. The "Weekend Plan" column of Jiang Shen Service Herald confirms that Pan has a dream: to hold a solo piano concert. The subtlety of planning is that it can represent the choice of four locations in Shanghai in 2002. —— Representing the Ocean Bridge in old Shanghai, the developing Xiangyang clothing market, Jinmao Tower, which is the third commercial success in the world, and the elegant Huaihai Road in Shanghai. Chopin's repertoire was decided by Pan, a professional student. Play the piano live at each location 15 minutes. Later, the process of this activity was published in the "Weekend Plan" column of Jiang Shen Service Herald and broadcast on Phoenix Satellite TV. 6. Case introduction of France-National Day celebration: On July 14 of a certain year, the French people "spent" their National Day in the following ways: everyone gathered on the national highway of the central axis of France, brought their own food and champagne, prepared their own tables and chairs, lined up in turn along the highway and had a celebration dinner. Comments: National Day celebration, a national celebration, how far can our imagination go? How deeply can our citizens participate? National Day requires the participation of the whole people, and the most difficult thing to plan is how to participate. Romantic French planning tells us that in addition to watching the party on TV, in addition to traffic control, the whole people can really participate in national celebrations. 7. Jin Quan Coin-Introduction to the Great History of China: In 2002 1 month, the All Coin Company published The Great History of China compiled from 272 authentic ancient coins. This book connects the history of Chinese civilization from Yin Shang Dynasty to the Republic of China for 3000 years with coins, reflecting the political, economic, cultural, military and scientific and technological conditions of each historical period. There are rare ancient coins, pre-Qin Chu copper coins, knife coins, cloth coins and money, as well as mysterious Xixia coins and rare gold coins. The collection is divided into 4 volumes, and the outer box is carved with golden nanmu, which has been notarized and published in 2000 copies in China. Comments: You can look at the history of China in this way. This is a very thoughtful new product planning. Those who can get this kind of gift are: officials and partners. If it is not related to cultural relics restrictions, I believe they can become national gifts, as well as gifts from foreign heads of state or world-famous stock exchanges. I am obsessed with the planning of its product development concept: ancient coins+history books+thoughtful, influential and influential readers. Planners have a good understanding of the psychological needs of target consumers. Eight. China Phoenix Satellite TV's Millennium Tour PK Japanese TV program "Super Change" Case Introduction: Millennium Tour-From September 1999, Hong Kong Phoenix Satellite TV lasted more than four months, spanning more than 40,000 kilometers and 20 countries, and took the audience to visit four ancient civilizations and three cradles of religion. Explore and decrypt the evolution and rise and fall of ancient civilization together ... 100 days of continuous reports, four parties, two reports, five episodes of "Face the Truth" talk show, thirteen episodes of documentaries, newspaper serials that are difficult to count, network tracking, etc. , constitute a systematic TV communication project, which has achieved very high ratings and brand influence. Comments: In the creative planning of TV media, I made a difficult choice between the planning of Phoenix TV's "Millennium Journey" and the Japanese TV program "Super Change". Giving up "Super Change" is conducive to its promotion of the creativity of the whole people, and at the same time, it is deeply attached to the whole people. Good articles are written with feet, good plans are thought with feet, and good columns are rolled out with car wheels. The Story of the Yangtze River once made us fascinated with the birthplace of the Yangtze River civilization for a long time, and the highlight of the Millennium Journey was the key program launched at a critical time. Good planning not only includes the content, but also needs to master the temperature and timing. Nine, the US military-"Poker Wanted Order" case introduction: The fight in 2003 was creative! A young American printer created a "Poker Wanted Order" and sent his plan to the military by email. Unexpectedly efficient, this plan was approved by the US military command the next day. Next, millions of "wanted orders" were sent to American soldiers in Iraq. Soldiers quickly learned the names, official positions and looks of senior Iraqi officials in their spare time games, which laid the foundation for the arrest. The unique creativity and sensational effect of Poker Wanted Order left a deep impression on people all over the world. Comments: I have a deck of such playing cards in my hand, which seems to be an outstanding idea. The beauty of this plan is that this "plan" comes from a worker in a printing factory. Whether a plan is successful or not depends on the vision of the "payer". There are many printers, but the "buyer" may be just one person. From this perspective, the "payer" is more important than the brain of the planner. 10. Blue Dictionary PK Glass My Century. Unfortunately, he is a writer and a Nobel Prize in Literature Prize winner. Case introduction: blue dictionary, a French book. True and imaginary blue, concrete and abstract blue, blue CMYK, China's blue calico, and the famous music Blue Danube all returned to the team in the name of blue in this book. Comments: I have read Glass's My Century, but I have only heard of The Blue Dictionary. Both books are beautifully planned. Editing books with the theme of color is not only for professionals to see the color cards, but for all readers who like "blue" to see everything except everything. From the planning point of view, the blue dictionary needs imagination more than my century, so I'm sorry, Mr. Glass. The Blue Dictionary is a triumph of the planner's imagination. But I haven't bought this good book "Blue Dictionary" in domestic bookstores so far. I hope the above example will help you!