The proper use of Chinese elements in brand marketing can bring diversified sublimation and high-level sense to advertising creative marketing in terms of innovative connotation, commercial value, aesthetic orientation and even opening up international vision. However, if it is plagiarism, it should be another matter. On May 21, when China's 24 solar terms were small and full, the video of "life is small and full" released by Audi has created more than 100000 forwarding points on its video number, nearly 5 million likes on Andy Lau's personal video account, and the total playback volume is expected to exceed 100 million.
Like the plot that the Internet is keen to perform, the reversal will come soon. On the night of the release of the Audi video, the blogger Beida mange, who claimed to be the original copywriter of life Xiaoman, released the video, saying that Audi's video copied a video copywriter he released on May 21, 2021.
In the sentence by sentence comparison of the clarification video released by man ge of Peking University, it can be found that the copy similarity exceeds 90%.
Source: screenshot of man Ge video number of Peking University
The second wave of traffic harvest brought by the reversal of the plot also made Audi respond quickly: on May 22, Audi issued an apology statement, in addition to emphasizing the troubles caused to Mr. Liu Dehua, brother man of Peking University and relevant parties due to poor supervision and lax audit in the incident, apologizing, and urgently taking the video off the whole network.
Source: Audi official wechat
In fact, with the reversal of events promoted by man ge of Peking University, the broad masses of melon eaters on the Internet once again set off a wave of public opinion topics. In addition, there are still many unknown problems to be solved:
Parties involved in the video: what kind of responsibility should Audi, the agency and Andy Lau, the video cameraman, bear?
Is the copywriting and poetry of the blogger brother man of Peking University Original? Or borrow Audi for secondary traffic?
What kind of process and process caused the current result?
What can brother man of Peking University gain from this reversal event?
As events continue to ferment, we will not judge the above problems for the time being.
Looking back on Audi's apology statement, we find out the originator of the Plagiarism: advertising agent M & amp; C Saatchi, Shangsi advertising (Shanghai) Co., Ltd. The most colorful part about the company is that its founder is Maurice Saatchi & amp; amp; amp; nbsp; the godfather of advertising legend from the UK; Charles Saatchi。 But then, the seemingly ancient Shengshi Great Wall China issued an urgent statement denying this relationship, saying M & amp; C Saatchi Shangsi advertising is not a subsidiary of Publicis group and has nothing to do with Publicis group or Saatchi & amp; Saatchi.
In fact, M & amp; C Saatchi, the so-called international corporate image of Shangsi advertising in the industry, in addition to its legendary founder story, its position in the industry is far from as influential as its history. Its head office in London experienced a financial performance fraud scandal in 2019. In addition to the reputation of the founder, its position in the industry is far inferior to that of some traditional agents. In fact, there are many similar brands in the automotive industry, such as baowo, which has gone bankrupt. Living by brand history, the actual ability may have been far divorced from the industry.
Source: Shangsi advertising official website
2000, M & amp; C saatch established a new interactive marketing company named M & amp; C saatchi-i, and set up branches in China and India, and expand business in both places.
Although China is currently an important regional market for Shangsi advertising, an advertising industry person told Pinjia that many advertising companies are just leather bag companies, providing several ideas, winning customers, and then looking for outsourcing implementation. It is conceivable that from creativity and execution to Party A's negligence in content review due to its focus on the communication effect, a communication rollover event was jointly caused.
Before the truth is fully revealed, one problem is certain: as a German luxury brand that has been deeply cultivated in the Chinese market for decades and has a million level market, an oversight of Audi and its advertising agents in brand communication is actually a model event of the common degeneration of Automobile Agency and Party A, which needs to be vigilant in the whole industry, and also reflects the plight of foreign advertising agents in China's local market.
Ironically, the [microblog] of Peng Yangjun, the video director of "Xiaoman in life"( http://stock.finance.sina.com.cn/usstock/quotes/WB.html ) It was mentioned in that the video was "one draft" for the customer.
Behind the first draft, Audi saw the huge traffic brought by the superposition of Chinese traditional culture and celebrity effect, and the advertising agents behind it gradually blurred the boundaries of what is original and what is plagiarism under the industry low threshold criteria of Internet traffic thinking and the prevalence of short videos. This may also be the main reason why Audi agents dare to copy the whole paragraph, which eventually evolved into the "real chaos in your circle" of melon eating people.
What's more, the direct copying is the UGC version of Tiktok blogger. As Yang Buhao, the brand planner, said, in the Internet era, when making content, you must be honest, and you can't copy it, because someone will find it, unless you copy the content and no one will see it. If someone sees it spread, it will be pulled out without exception, and the gain outweighs the loss.
The people's daily commented that from creative praise to plagiarism rollover, many problems have been exposed behind the "stall" of brand marketing, not only the "weak audit and lax supervision", but also the respect for originality and the protection of intellectual property rights, which is particularly worth pondering.
With the screen brushing of Xiaoman in life, the director and copywriter of this video brushed a wave of sense of existence with the help of social media. However, soon, with this huge flow and the reversal of the plot, they became the first batch of pot carrying men, but how the next plot will go may still exceed our imagination.
Source: screenshot of microblog
However, it is certain that the video plagiarism incident also benefited the online popular brother man of Peking University with millions of fans and the operating company behind him.
Man ge of Peking University, a video blogger with 3million fans of Tiktok, mainly engaged in Internet online education content. Since the first video in April 2020, man ge of Peking University has more than 500 original video content of Tiktok. With the explosion of man GE's reverse video, his Tiktok account has grown nearly 300000 fans a day. This time, with the superposition of the dual effects of Audi and Andy Lau, the full brother of Peking University and the account operation organization behind him have a good opportunity to further obtain traffic.
If this is a real hammer event of plagiarism of original content, whether brother man of Peking University can set off a property right protection of short video UGC content in the era of we media, or just focus on a business opportunity to obtain traffic, will also promote the fundamental trend of this plagiarism event.
Some people think that this marketing rollover event can be called a large social death scene of Audi, but on the contrary, Audi and its agents and public relations team are thinking about how to refresh a wave of marketing heat with the help of the secondary traffic brought by this reversal.
There have been all kinds of people on the Internet who have come up with ideas. For example, it's better to let Andy Lau and brother man of Peking University have a wheat when they grow grain in ear, brush another wave of heat, and have a great reconciliation of commercial interests.
After all, the memory of the traffic era is very weak, and the people who are used to being fooled may contribute to a new win-win situation.
Author Dong Nan