As a traditional festival of the Chinese nation, the Spring Festival of the Year of the Dragon that has just passed is not only a time for family reunions and family and friends, but also a peak period for watching dramas and movies. During this period, the century-old well-known throat care brand Longjiaosan successfully attracted the attention of consumers with its launch strategy of "Spring Festival movies + OTT offline and online full coverage" and the cognitive position of "healthy New Year's candy".
With the end of the Spring Festival holiday, the box office results of Spring Festival movies have also been released. According to the data released by Maoyan Professional Edition, the total box office of the Spring Festival movies in 2024 will reach 802.3 billion yuan. This is the first time that the box office of China's Spring Festival movies has exceeded 8 billion yuan, creating a new box office record for this period.
During this year's Spring Festival, Longjiaosan strongly dominated the display of the Chinese New Year stalls in major theaters - nearly 2,000 theaters in 100+ cities across the country, covering more than 10,000 large screens, and appeared in pre-screening or patch advertisements in the popular films "Hot and Hot", "Bear Infested Reversal of Time and Space", "Article 20" and "Flying Life 2", creating another brand ** craze.
At the same time, during the Spring Festival, home-based TV programs have also become the first choice for many families to spend time together, especially for many office workers, who often choose to enjoy a high-quality audio-visual experience through TV at home during the Spring Festival. Longkakusan is well versed in the holiday habits of target users, and has attracted the attention of the audience through OTT creative start-up, focus screen, TV pictorial and other advertising forms, effectively conveying the new trend of healthy voice care during the Chinese New Year.
With the Spring Festival movie and drama scenes that consumers like to see as the communication platform, the advertisements placed by Longkakusan are based on the Spring Festival as the background, and cleverly integrate the happy scenes such as chatting, dinner, and karaoke, and convey to the audience the brand concept of "eating Longjiaosan in the Year of the Dragon, without making a sound" through vivid and interesting pictures and repeated narrations, and advocate that everyone should not forget to take care of their throat health at the moment of gathering.
Ryukakusan has long been a representative brand in the field of throat health care, and is loved by consumers for its long history of more than 200 years, pure natural herbal ingredients, and effective moisturizing experience. The Spring Festival is in the alternate period of winter and spring, which is the season of high incidence of influenza, and the Spring Festival reunion is inevitably a variety of cups and cups, feasting, and staying up late to have fun, which can easily cause throat discomfort symptoms such as sore throat, dry cough and itching, and healthy and moist throat care products have become a necessity for many consumers during the New Year.
Therefore, in this Spring Festival, Longkakusan cleverly seized the market opportunity, and through the placement of cinema advertisements and OTT advertisements, it conveyed the concept of "healthy New Year's candy, eat Longkakusan" to consumers, and successfully implanted the advertising content into the audience's daily needs, raising the popularity and influence of the Longkakusan brand to a new height, not only realizing the further development of the brand, but also making the brand concept and product highlights more deeply rooted in the hearts of the people. It also strongly empowered the hot sales climax of the brand's New Year Festival, attracting a large number of family consumers and young consumers for the brand, so that the slogan of "eating dragon horns in the Year of the Dragon" was widely spread.