Chaozhou Wanda City潮州万达城 · Real Estate房地产 · May–August 20212021.05—2021.08
Not making real-estate content louder—making the project relevant to what Chaozhou wanted to discuss.不是把地产内容写得更响，而是让项目先成为潮州人愿意讨论的城市话题
A continuing city-content agenda that connected local culture, public events, project value, visits, and sales without repeating property messages.把潮州文化、城市事件与项目卖点组织成持续内容议程，而不是重复发布销售信息。
CASE 55案例 55
Company project materials; public release is subject to client authorization and verification of operating results.公司在册项目材料
Company project materials; public release is subject to client authorization and verification of operating results. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
A real-estate project needs frequent communication, but frequency cannot mean repetition. Content aimed only at people already following the development will not reach the wider city; content that chases trends without discipline will lose the project's value and its path to visits and sales.地产项目需要高频传播，但高频不等于重复。 如果内容只面向已经关注项目的人，就很难扩展城市公众； 如果只追热点，又会失去项目价值与购买承接。
02
The decisive insight关键洞察
Chaozhou has a powerful cultural identity. By placing gongfu tea, intangible cultural heritage, city development, family life, and regional events inside the editorial agenda, the project's commercial, residential, and tourism value could feel connected to Chaozhou's future rather than imported from outside.潮州拥有强烈的文化身份。 明通把工夫茶、非遗、城市发展、家庭生活与区域事件放进内容议程，让万达城的商业、居住与文旅价值不再是外来概念，而是与潮州未来发生关系。
03
The core idea核心创意
Operate the project as an active participant in city life: local-culture stories would build relevance, public events would create reasons to visit, product benefits would appear within real living scenarios, and video and livestreaming would bring the content into the physical experience.用一个清楚、可识别、可延展的创意主张，统一内容、媒介、体验与后续承接。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
城市议题：让项目参与潮州未来
02
文化内容：用本地人熟悉的语言表达
03
事件内容：制造到访与参与理由
04
产品内容：把卖点放进生活图景
05
短视频与直播：让内容从阅读走向现场
01
Used city-development issues to position the project within conversations about Chaozhou's future.
02
Expressed local culture through language and references familiar to Chaozhou audiences.
03
Created event content that gave people concrete reasons to participate and visit.
04
Placed product benefits inside recognizable family and urban-life scenarios.
05
Used short video and livestreaming to move the audience from reading to experiencing the site.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
The recorded work developed a sustained editorial agenda rather than a monthly stream of disconnected deliverables.
02
It combined local-cultural relevance with continuing support for project visits and sales communication while retaining reviewable operating records.
What this proves它证明什么
Why this case matters案例价值
Company materials document coordinated use of WeChat, H5, short video, livestreaming, local culture, events, and product communication during the service period.这个案例展示了明通如何围绕“让地产项目先成为一座城市愿意讨论的话题”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
A brand upgrade should do more than change a slogan; it should translate corporate strengths into value that customers can recognize.品牌升级不是更换一句口号，而是把企业能力改写为用户价值。
Addressing the perception that Beijing Daxing is too far, Meantime shifted focus from distance to total travel time, highlighting efficiency across the entire journey.面对“大兴机场离市区远”的固有印象，明通没有回避距离，而是把消费者真正关心的问题，从公里数转向总耗时。
南方航空品牌增长与年度传播内容与体验激活
China Southern AirlinesBrand Growth and Annual CommunicationContent and Experience Activation
As international travel resumed, Meantime paired route information with an emotional invitation to rediscover distant destinations.国际航线重启时，用户缺的不是一条航线通知，而是再次出发的情绪许可。
海南航空品牌增长与年度传播内容与体验激活
Hainan AirlinesBrand Growth and Annual CommunicationsContent and Experience Activation
