Olympic Games Marketing And Advertising Campaign

"National spirit" blowout

What kind of advertisements should enterprises play in the Olympic Games in China? An Olympic cycle has been presented to the audience at the moment, and the "national spirit" has become the same direction for all enterprises.

In August 4th, the first four days before the opening of the Olympic Games, we were always concerned about the "hot!" The audience of China "TVC" may find that some changes have taken place in the TVC, and the slogan of "refueling China" has been sublimated into "the backbone of China". The strong and hot patriotic sentiments continued, and a series of advertisements and online activities launched in August last year reflect the red sentiment of this national brand in support of China's sports industry. The film "yellow skin, sweat baptism", "black eyes, with fighting spirit" illuminate the spirit of the Yellow Emperor's unyielding backbone, giving people strong visual impact and spiritual strength. And the slogan of "Chinese people fighting for breath" and "refueling China" become the slogan of "the backbone of China," which is the common aspiration of millions of Chinese people. At this time of great excitement, every Chinese feels the sense of mission as the host of the Olympic Games. As a national brand that has always been in the heart of China's sports industry, he profoundly interprets the enthusiasm that is ready to go, and further ignites the passion and dream of every Chinese.

In fact, it can be regarded as the first brand to start the Olympic Series advertisements in China. August 8, 2007 is the 2008 day of the countdown to the Olympic Games 1st anniversary. A Olympic TV advertisement entitled "Manifesto" was officially launched on the same day. Along with the exciting rhythm of wewillrockyou, many athletes and many sports teams who signed with Tang Zhengdong and other brands were prepared for the final sprint of the 2008 Olympic Games. At the end of the commercials, the heroic Manifesto of "08 waiting for me" came out loud. In this advertisement, many stars, such as Tang Zhengdong, and so on, made their Olympic declaration gestures to the camera with shocking audio-visual effects. The letter "ToBeContinued..." finally appeared in the advertisement. It also makes the entire advertisement as suspense as a feature film, which makes the audience look forward to the next advertising campaign.

According to Xu Yang, director of the brand management center, the Olympic advertisement "Declaration" is only the beginning. In the following 17 months, the Olympic Games series, Olympic gold medal series and Olympic future series of Olympic advertisements were launched. The huge advertising campaign has created many of the first in the history of Chinese Advertising: the largest investment, the longest filming time, the largest number of shooting locations, the largest use of sports resources and the longest time to put in, and this is also the first Chinese non Olympic sponsor to shoot the TV commercials for the 2008 Olympics.

In the early days of the Olympic Games, the prime minister pushed forward! China, as always, is exquisite and shocking. The lyrics of "I love you, China" are also very well suited to copywriting. It is understood, "come on!" China comes from the latest Olympic promotional film co sponsored by the company and the Olympic Channel.

Come on, China. As a newly released promo for the CCTV Olympic Channel, the time of the single program is 90 seconds. Its content is around the 28 Olympic events' sports stars and their preparation stories, so that the audience can fully understand the Chinese athletes participating in the Olympic Games in a short time. The promotional film was broadcast on the Olympic Channel from July 7th to August 3rd, and was broadcast 7 times a day.

Not only is the national brand, but also the international brand can draw closer to the Chinese consumers through the integration of "Chinese elements" in the marketing process, and this is also true for the "old enemy" in the international sports arena. Before hosting the Olympic Games, he held a costume show of 22 Chinese national team competitions sponsored by him. Previously, Thome, director of creative center, said that the company used traditional elements such as Xiangyun, dragon and fan in the new sports products, which could publicize the characteristics of the Chinese nation and win the hearts of Chinese consumers. The commercials of the brand during the Olympic Games simply adopted the Chinese Olympic Legion's equipment to win the championship.

Duer

Spokesperson has always been one of the marketing magic weapons of spring enterprise. No, on the 25 day, when the Olympic Games just ended, there were two spring companies spokesmen who started their activities in China. They were the famous NBA stars, the rockets and stars of the Rockets, and the spokesmen of China.

In spite of their strong role in NBA, they are more or less related to the Olympic Games. Among them, the representative of the national team participated in the men's basketball match in the 2008 Olympic Games, and the performance was very eye-catching. While he was one of the Eight Generals of the American dream team, he did not participate in the Olympic Games because of his leg injury. It is no doubt that the two companies choose to start the Chinese line of spokesmen immediately after the Olympic Games.

To say that the Olympic advertising war, we can always see the Olympic champions. Olympic champions, especially the flying man, Diving Queen and so on, have become the targets of Olympic sponsors and other spokesmen. Talking about the success of Quan Qi, it seems that no one can get around this incident. In 1998, Wang Qizheng, a sports personage, recommended to the chief executive officer. Two people were very happy, and the endorsement business was quickly achieved. Since 1999, 800 thousand extra value has been signed every year, and the additional surprise is that the performance of the Olympic Games has been on the ascendant at the 2000 Olympic Games. The first take-off took place.

If there is a certain chance to succeed in the success of the endorsement, then it will benefit from the fact that it will create the brand image of "professional sports" and start the deep sports marketing. In this process of solid practice and exploration, we have embarked on the road of development from opportunity driven to strategic driving. After that, NBA's famous stars, National Women's volleyball team leader, world table tennis champion and CBA player Wang Bo have successively endorsed the strong brand of sports stars.

As early as last year, when he launched the Olympic marketing plan last year, he emphasized the importance of "never hitting the Olympic edge ball", and used the Olympic Games to win the Olympic Games as the main direction of the Olympic strategy. According to Xu Yang, director of brand brand, in order to prepare for the 2008 Olympic Games, dozens of Chinese athletes who may win the title were endorsed, such as, Li Gaobo, Song Hongjuan, Tang Zhengdong and so on. They are distributed in table tennis, walking, basketball, weightlifting and many other projects. The "Olympic strategy" is a systematic and planning project, not only for the Olympic Games of 15 days. Never touch the Olympic edge ball. In the whole series of advertising plans, the focus will be on the packaging of athletes after the games, so that athletes can succeed stories through their own efforts to become a brand story. Xu Yang said, "these advertising films have passed the spirit of the brand. We do not emphasize winning the championship, but emphasize the Olympic spirit and the spirit of never stopping."

And the main line of competition in China is the internationalization of the spokesman. In its Olympic advertising one team, China invited athletes from China, such as basketball, basketball, tennis, marathon and so on.

Another route for Quan enterprises to choose spokesmen: entertainment stars are also hot. Taking CCTV's Olympic resources, the main line is the combination of fashion sports and entertainment stars. In the Olympic advertising film "let sports be different", the "little girl" is transformed into a gymnast. He has evolved into a representative of street sports such as boxing and basketball. The twins group has become a star cheerleader. From 1984 to 2008, from dream to reality, China surpasses possibility, making sports and fashion life closely integrated.

Battle for resources

With the strong appeal and contagion of the Olympic Games, the enthusiasm of the Chinese people to watch the Olympic Games and participate in the Olympic Games has been unprecedentedly high.

According to the latest statistics of CSM media research by authoritative ratings research institute, as of 22 days, more than 1 billion 100 million of Chinese viewers have experienced the Olympic Games on television. During the four days of the Olympic Games, more than 1 billion of the Chinese TV audience was awarded. In the two weeks since the start of the Olympic Games, the total number of Chinese TV viewers has been running at a high level, reaching the total viewing scale of 1 billion 100 million people. How to grab the eyeballs of the 1 billion 100 million viewers and become the biggest beneficiaries of CCTV's exclusive broadcasting rights.

This is a contest between money and power. According to the prediction of the strength of the second media companies in the world, although the media industry is losing its market trend in parts of North America and Europe, the Olympic Games will raise the global advertising industry to a new height, especially in the field of TV broadcasting rights. Customers around the world are scramble to promote their opportunities with the help of the Olympic Games platform. It is estimated that the Olympic Games may stimulate the global advertising industry to pay as much as 3 billion dollars, which is almost the same as that of the US presidential election in 2008.

After 7 years of preheating in 2001, the Olympic marketing of enterprises in 2008 finally came to the end. However, when enterprises are struggling to make the final move, they find that the marketing resources that they can choose are limited. CCTV's Olympic advertising is the typical representative of scarce resources. After two rounds of bidding within the Olympic sponsorship business, CCTV left only 5 left to the public to grab the advertising targets in public bidding. This is undoubtedly too scarce for many enterprises that view Olympic Games as the best marketing opportunity.

But this scarcity has given the winning companies greater value. "During the Olympic Games, if the majority of Chinese people

While watching the Olympic Games, the audience is concentrated on those channels, and those channels only contain less than 100 brands.