Chapter 360 - A series of shocking promotional bursts! (2/2)
Zhang Ye answered him, ”Even that is not enough.”
Wu Mo's eyes blackened, ”Not enough? We still need more money?”
Zhang Ye smiled, ”Not anymore. After we do all of this, the rest of it is simple. The money we need is also significantly less. Not even 100k is needed -- We need to find a guerrilla team!”
An advertising firm staff asked, ”Why do we need them for?”
Zhang Ye said, ”To post on forums and Tieba. Yo help us rally up awareness of our product!”
CEO w.a.n.g was almost speechless, ”A guerrilla tactic is such a cheap technique. They can't do it legitimately and there's no meaning to it, right? It is already a thing of the past.”
Zhang Ye said confidently, ”The guerrilla tactic is a thing of the past? That is because the correct method and strategy has never been used. This sort of promotion technique will never get outdated.”
Wu Mo said, ”But if we resort to making advertis.e.m.e.nts in this manner, we would attract the ire of the ma.s.ses. Everyone would be conflicted against us and the campaign would have a negative effect. The people these days are much more aware than in the past. They would easily be able to tell if it is an advertis.e.m.e.nt and won't even click on it.”
Director w.a.n.g also said very professionally, ”It's like this. In the past, our company had employed such means, but we no longer do so. Because it really is a waste of time.”
Zhang Ye said joyfully, ”When did I say we were going to advertise?”
Many advertising people who were present were left wondering, ”Not advertising? Then why are we spending so much money for?”
Zhang Ye explained, ”We are going to do a scientific editorial, going the deceptive path of a public service announcement. There will be no traces of advertising!”
Wu Mo did not understand, ”What do you mean?”
Zhang Ye looked around, ”Do you have a pen and paper?”
”Yea, what kind of paper and pen?” an advertising firm member asked.
Zhang Ye thought of showing everyone, so the words would have to be big. So he said, ”Some Xuan paper and a calligraphy brush. A thin brush.”
”Then I will go get them.” A youth said.
In a short moment, the Four Treasures of the Study were prepared for Zhang Ye.
They did not know what kind of editorial script Zhang Ye was talking about, so all of them gathered around to see.
Zhang Ye did not eat the Memory Search Capsule for nothing earlier. He picked up the brush and immediately started writing. He would bring over all the scientific editorials for Brain Platinum from his world into this one. With some slight modifications, he wrote:
”A woman at forty, could be a blooming flower or a wilted flower”.
For a woman who is past 40: Her skin becomes rougher and more wrinkly. Her body also becomes more bloated and there would be constant hair loss. All kinds of blemishes would appear and cause her to be more self conscious about her appearance. Unable to face herself in the mirror and with impending menopause, a large change would happen psychologically and physiologically. Due to this, people say: A woman at forty, could be a blooming flower or a wilted flower. Modern science has discovered that all of these changes in the brain are dictated by - DHA (Brain Gold). The brain is structured layer by layer, like an onion. The outermost layer is the cerebral cortex, while the innermost of the core is comprised of DHA. The amount of DHA in the brain directly affects the aging of organs in a person's body, and at the age of forty, the amount of DHA would be about 30% of the amount one has in childhood, resulting in most organs beginning to age. If a moderate amount of DHA is consumed every day, it can return one's organs to their youthful state. Skin cells will begin ma.s.sive production (in deep sleep). Dead cells will be removed, and loose skin will turn elastic again. It will greatly delay the formation of wrinkles. The intestines would also return to a youthful state, effectively preventing toxins that are harmful to the skin from invading the body. It would eliminate colored spots, and even push back menopause.
Etc, etc, etc.
Zhang Ye finished writing.
Wu Mo exclaimed, ”Is this the scientific editorial public service announcement that you were talking about?”
Director w.a.n.g was also staring dumbfounded. He suddenly exclaimed, ”Great creativity! This is really great creativity! One will look at it and think it is scientific fact, but in reality this is really advertising! It may not be written clearly and obviously, but a seed would be buried. Once the Brain Gold advertis.e.m.e.nt is released, everyone would immediately recall the scientific editorials!”
A few other advertising creatives also gave remarks of admiration. So an advertis.e.m.e.nt could be done this way too! It can even be so silent and not outstanding! It's too sinister!
Was it unethical?
It was indeed a little bit unethical!
But those present looked at Zhang Ye with admiration!
However, Zhang Ye was not bothered by them. He just kept on writing the editorials with such speed onto the Xuan paper.
”Can humans become immortal?”
”2 Biological Bombs”
”Americans can sleep soundly, while the Chinese work! ”
”A 'clock' exists in the human body”
”How astronauts sleep”
”A human can survive only five days without sleep”
”Not pa.s.sing motion for a day = Smoking 3 packs of cigarettes”
He began writing from 3PM in the afternoon and continued on until it was 7:30PM. For almost 5 hours straight, Zhang Ye did not say a word and just wrote. He did not stop to have a drink, a bite of food, or even a rest in this period of time. It felt like he did not even blink or put down his brush during these 5 hours.
Everyone around him could only look on in awe!
”Teacher Zhang?”
”Uh, do you want to rest for a while?”
”We still have time.”
”Teacher Zhang, why don't you have something to eat first?”
Zhang Ye's memories were strengthened by the memory search capsule and he continued on writing. He did not reply to them and just concentrated on writing.
Only after he finished his last editorial, did he put down his brush. He suddenly felt a rush of tiredness and he heaved a sigh and rubbed his eyes before quickly sitting down.
Wu Mo shouted, ”Water! Water!”
A person rushed to get it, ”Coming, coming!”
”Go and get takeout for Teacher Zhang!” Director w.a.n.g was also rather worried.
Quite a few of them had taken their time earlier to go and have their dinner while Zhang Ye was busying himself with his writings.
Many of the advertising creatives were curious about the writings that Zhang Ye had done. They browsed through a few pages of it and counted each one. All of them could only look on admirably at Zhang Ye. They finally understood why Teacher Zhang Ye was so famous. With this skill of his, who could ever compete with him? He stood there motionlessly on the spot for five hours writing. He did not even have a draft, and yet there was not a single wrong word! The writing was fluent and every sentence was on point. It was so well written that it made the point directed at the sales crowd. Things like insomnia or aging for women were all presented in a way that maximized the use of scientific knowledge to back it up. If someone read this, they would be 'brainwashed' by all the 'DHA (Brain Gold)' words that were used!
Every word was a cla.s.sic!
Every sentence was shocking!
The words were good, so the sentence’s were even better!
He definitely deserved the t.i.tle of a legend. He was just as good as they had heard he was! The creative writing was just too impressive!
If it were any other advertiser, just picking out a random editorial from those that were written, would have required the brainstorming of a team for several days before they could come up with a copy at such a standard, but look at Teacher Zhang Ye? Without rest, he had written seven to eight editorials in one fell swoop!
One of him would be enough to match ten advertising teams!
They all looked at each other, stunned by the capabilities of Zhang Ye!
Director w.a.n.g, who had taken a look too, could only suck in a deep breath. He looked at Zhang Ye, ”Teacher Zhang, if you would join our firm, we would definitely break out of Asia! Your writing talent is too amazing! Our company's staff strength, even when combined, would not match up to your ability!”
Zhang Ye just smiled, ”This is what I do professionally. Writing something like this is my forte. That is why I might be a little quicker than you all. Here, take a look everyone.”
They had all finished reading it already and they couldn't stop praising it at all!
It was so crafty! This advertis.e.m.e.nt was full of deception!
There was not a single mention of eating ”Brain Gold” anywhere, but yet every sentence was telling everyone that if there was a lack of Brain Gold, they would not able to survive!
Zhang Ye said, ”With these, we need to send people to post them onto Tieba pages and forums to spread the word. Then through the guerrilla teams, we can make it go viral to complement the TV commercial. This would signal the beginning of the first step!”
Wu Mo finally revealed a smile, ”Brother Zhang Ye. Only now do I realize that giving you over a million in endors.e.m.e.nt fee was well worth the money!” If it were anyone else, who would work as hard as Teacher Zhang Ye!? It was really worth every dollar!
Zhang Ye gulped down his water and finished the bottle. Then he said, ”It was definitely worth it for you, but now I'm exhausted. Can I get a meal? I need some food desperately!”
Although Wu Mo and Director w.a.n.g still did not think that the jingle ”The only gift I will accept is Brain Gold” was good, they still recognized the guerrilla marketing tactics. There was also nothing to criticize about Zhang Ye's editorials. Director w.a.n.g's team looked like amateurs in front of Zhang Ye.
Zhang Ye began eating, while stuffing food into his mouth.
Spotting a chance, Wu Mo suggested, ”This marketing technique is so good, we should really focus more on it. As for the TV commercial, shouldn't we change it a little? Change it to a promotion style similar to propaganda? We could first talk about the harms before we promote our product. Although 15 seconds is not enough, by condensing it a little, there should not be any problems.”
Zhang Ye shook his head, and carried on with his dinner without a word.
No one was clearer about it than Zhang Ye. If not for the TV commercial, all of this publicity would amount to nothing!
Forum advertising?
Spreading editorial messages?
Guerrilla marketing online?
Any of these could be canceled, but definitely not the r.e.t.a.r.ded TV commercial!
But this was not the time to explain, since none of them would get it anyway. This was why Zhang Ye did not bother to explain, as long as the whole process was done according to his instructions, they could always thank him later!
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