A marketing company in the United States was able to easily increase Coke sales by adjusting the temperature of the air conditioner in a movie theater. The company asks its customers: What should I do if I want to sell more Coke in the cinema? Is it to put a promotional video of Coke, put more vending machines to reduce Coke** or want a very good copy? The answer is neither. These are all ideas that 20th-century advertising agencies can come up with, and they don't solve the problem of selling too well.
What to do? The company said that it only needed to raise the temperature of the air conditioner in the movie theater by a few degrees, and the sales of Coke would go up slowly. What is this experiment trying to express? What it wants to say is that in this era, if you want to change people's behavior, it is no longer important to directly advertise, but to create the atmosphere and conditions, and then users will automatically move towards the goals you set.
This is a very important reminder: living in an era of oversupply and underconsumption, the start of consumption not only needs to be good and low, but also needs to be able to start a scene. In this era, it is important to change people's behavior not directly through publicity, but to create an atmosphere and conditions to become the beneficiaries of consumption upgrading.