For example, Head-on series with Beijing-Hong Kong subway and Yitiao, Diary of mortals series with Tencent News, Notes of Maisu series with a public welfare organization in Tibet, and Master Talk with One-way Space.
During the period when Line 14 was just opened, this kind of "public service advertisements" accounted for about half of all advertisements-which also became the main source of the "literary sense" of this line.
The setting of this style should start with the characteristics of Line 14. Line 14 is in the reverse L shape, connecting the northeast and southwest of Beijing.
"The east side of Line p>“14 passes through the 798 Art Zone and the Central Academy of Fine Arts, and it also passes through the white-collar gathering area like Dawang Road, so the south side is more vibrant. Therefore, we positioned Line 14 as literature and art, and built content around this style. " Gao Xiang, director of non-ticketing revenue of Beijing-Hong Kong subway, told Curiosity Daily.
According to the big data analysis of Beijing-Hong Kong Metro and Beijing Mobile, the passengers on Line 14 (mainly referring to commuters) are mainly young office workers in their thirties with university background.
Therefore, when formulating marketing strategies, Line 14 also regards this group as the target audience-young people with fast working pace, heavy commuting pressure, intellectuality and their own life opinions and pursuits.
It is one of the business strategies of Beijing-Hong Kong Metro Company to set a specific theme and commercial positioning for the line, and it is not the first time for them to do so. Seven years ago, the first subway line 4 they operated in Beijing was also set to be young and humanistic because it passed through the university area. The public welfare projects in the station included Art Museum No.4, Poetry Square No.4 and so on.
when Beijing-hong kong subway says "public service advertisement", what is it saying?
For people who live in the mainland of China all the year round, the word "public service advertisement" can probably evoke the following associations: protecting the environment, respecting the elderly, stressing civilization and building a new style ...
"We have different concepts of" public service advertisement ". In Gao Xiang's description, their definition of "public service advertisement" is broader and biased towards "public * * *".
To some extent, this follows the tradition of MTR, the parent company of Beijing-Hong Kong Metro, in Hong Kong. Deng Kangyan, editor-in-chief of Hong Kong Phoenix Weekly, analyzed more than ten years ago that "public service advertisements are often used as a means of moral education in the Mainland, and citizens are like students, and public service advertisements are teachers above them. Therefore, if you look at public service advertisements in many cities in the mainland, you will lose points for the cities. The way of discourse in Hong Kong is equal, either from a legal point of view or from a reminder point of view, bringing people a practical inspiration, vigilance or authority. "
This concept is also implied in the whole public service advertisement planning of Beijing-Hong Kong subway. "Our point of view is to share something like friends. First of all, we must respect each other and regard the passenger as a person with knowledge, opinions and judgment."
Because the newspaper-appearing rate of subway advertisements can't reach 1%, the newspaper-appearing rate of commercial advertisements is usually around 7% on the more mature routes in first-tier cities, and the remaining 3% of empty advertisements are used for public welfare. Because Line 14 has just opened and does not pass through the core city, the current rate of commercial advertisements is about 5%.
"In Hong Kong, these idle light boxes usually go to non-profit organizations such as museums to make up the paintings. We believe that as an operator, we can plan the content more actively and systematically and present it to passengers. " Gao Xiang emphasized, "This is to make rational use of resources and attract better content providers through social cooperation without paying extra costs."
The mechanism adopted by Beijing-Hong Kong Metro is that the cooperators of public service advertisements only need to bear the production cost, and do not charge high publishing fees for ordinary commercial advertisements. For example, in Xidan subway station, a 12-letter light box advertisement is posted, and the surrounding price is more than 1, yuan, of which the production cost is only one or two thousand.
from the perspective of division of labor, pictures and text contents are generally provided by partners such as Yizhou, Tencent News and One-way Space, and the Beijing-Hong Kong Metro and advertising companies cooperate to design the packaging of these materials and finally publish them. For the content of public service advertisements, the Beijing-Hong Kong Metro has strict restrictions. For example, there will be no big brand logo, and only basic brands will be allowed to be exposed to prevent people from "scratching the ball".
when choosing a cooperative brand, an important criterion of Beijing-Hong Kong Metro is "style conformity". Because the subway media have very high safety requirements, they will also observe for a period of time to see whether the performance of these brands is stable, and some Internet companies are excluded. Judging from the results, most of the partners of these public service advertisements are relatively small, literary and content-related companies.
On the other hand, because the Beijing-Hong Kong subway has higher requirements on the content and form of public service advertisements, it will also strictly limit the exposure of brands. For those big companies with good money, they may be more inclined to put in commercial advertisements with higher brand discourse power.