Tycoon of a car company

"Love the people, love the country.

Love phones, and even more love making phones.

To build a brand, we must be No.1 among domestic phones,

I am not a giant,

Not anyone's knockoff,

I am Bodao Mobile,

I only represent myself."

In the beginning, the "Nan Mountain Style" was just a buzz around Nan Mountain Motors and some online fans. However, when the leading domestic phone maker, Bodao Mobile, got involved, this wave quickly entered a new phase.

Within just two days, Bodao Mobile had copied Nan Mountain Motors' idea and released a similar advertisement. They rapidly placed ads on various major websites and TV channels. In 2005, Bodao Mobile was at its peak.

At that time, the domestic market hadn't yet seen the rise of Xiaomi or Huawei. Bodao Mobile, the fighter jet of mobile phones, sold over 10 million units in 2005, thanks to the memorable slogan.

It was no surprise when they soon hired celebrities to star in ads and launched massive campaigns. The effects were immediately felt, with dealers requesting more stock and some popular models even running out of inventory.

This situation didn't escape the notice of others, nor did they try to hide it. Soon, other businesses began to follow suit—companies making phones, computers, TVs, websites, and more.

"Nan Mountain Style" became even more viral than the video "Xiao Hui: I Stand for Myself."

Across the internet, on forums and portals, the trend spread.

...

"This Nan Mountain Motors, are they done yet? Our new movie was supposed to start promotion last week, but because of the heated discussions online about 'I Stand for Myself,' we had to delay the publicity.

Now, another 'Nan Mountain Style' pops up. Can we even promote our movie properly?"

In the production team for the movie Wuji, Cheng Kaige angrily slammed his laptop onto the table.

The internet had developed rapidly in recent years, and many moviegoers were internet users. Therefore, Cheng Kaige took the online promotion of Wuji very seriously, even preparing to spend a significant amount on ads across portals.

"Kaige, Nan Mountain Motors is in the car business, it has nothing to do with us making a movie.

They've created some buzz, but their influence on us should be very limited."

Though Cheng Hong was also not in the best mood, she tried to comfort Cheng Kaige.

"How can it be limited? The hottest topics on the internet are limited.

Everyone is focused on the things Nan Mountain Motors is doing, and they won't be as interested in Wuji.

This will directly affect our box office.

The same ad campaign, but with different levels of attention, has vastly different promotional effects.

If we knew this last week, we shouldn't have changed the schedule. Now it's even more awkward."

As Cheng Kaige thought about how "Nan Mountain Style" had gone viral, with every internet page filled with "Love... Don't love... Is... Not..." topics, his mood soured.

At this point, it was awkward for Wuji to either start its promotion or keep waiting. With the premiere coming in mid-December, there was still time to wait. But if Nan Mountain Motors pulled another stunt in the coming days, it would be frustrating.

"I see a lot of companies have started imitating Nan Mountain Motors' marketing. How about we jump on the bandwagon and use 'Nan Mountain Style' for our movie promo?"

Cheng Hong felt that continuing to wait wasn't ideal, so she suggested a creative idea.

"If we had done this from the start, it would have been fine.

But now people know that we delayed the promotion because of Nan Mountain Motors.

If we use 'Nan Mountain Style' now, it would feel like we got slapped on the left cheek and then offered the right one."

Cheng Kaige, who cared a lot about his image, clearly couldn't accept that.

Cheng Hong opened her mouth, intending to persuade him, but ended up saying nothing.

"Then we'll wait another week. By next week, the heat around 'Nan Mountain Style' will have died down."

"Yeah, let's postpone for another week."

...

Aomei Advertising, a well-known advertising company in China, held a special meeting inside their office. Normally, other companies studied Aomei's work, but this time, they were discussing something different.

"We've all watched the two videos from Nan Mountain Motors many times. Now, let's all share our thoughts."

Creative Director Qiu Xin led the meeting.

Quickly, the team began expressing their views.

"I think the reason 'Nan Mountain Style' spread so widely in such a short time is because their copywriting is just excellent."

"It's an ad with attitude. You see these simple, straightforward, everyday descriptions, and it feels like it wants to interact with you, to communicate with you, to be friends with you.

On the internet, people with usernames are all seeking to make connections.

So whether it's a QQ signature or a chat topic, everything revolves around 'Nan Mountain Style.'"

"Before this, copying other companies' ad styles was considered distasteful.

But 'Nan Mountain Style' seems to have changed that."

"I'm actually curious, which ad agency handled this?

From what I know about Nan Mountain Motors, they should have a pretty mediocre advertising partner."

The automotive industry is a big spender in the advertising world, comparable only to cosmetics. Every year, car manufacturers invest heavily in ad campaigns.

"I'm also curious who made this ad. If it were just 'Xiao Hui: I Stand for Myself,' we could say it was a coincidence. But then came 'Nan Mountain Style,' so this can't just be coincidence anymore."

Aomei's team members all gave high praise to these two successful ads.

"A good ad should be full of feelings. When an advertiser explains it, everyone understands. Do you understand?

We hope the ads we launch in the future can also spark discussions across the internet."