361 Degree: China, Be Brave And Be Yourself!

Similarly, as a sporting goods manufacturer, at the approach of the Olympic Games, Adidas called for "2008 together". Lining swore "if I violate the spirit of sports, please drive me out of the playground". Anta looks forward to "08 wait for me to come", while 361 degrees talks about "China, bravely do yourself!"

Why do you play such a banner?

How to differentiate from other local brands?

In the face of reporters' questions, Wei Kaiyuan, CEO of 361 degree advertising agency and Oriental benevolent Advertising Co., Ltd., introduced the conception process of creativity, and the unique view of Oriental benevolence on Olympic marketing.

The Olympic Games are more exciting because of China. 361 degrees, since it is a sports brand, it is impossible to avoid the Olympic Games.

But how to find niche is a very difficult problem.

Especially in such a noisy environment, if there is no unique marketing proposition, it will be quickly submerged.

Orient benevolence believes that situation judgment, how to look at the Olympic Games, is the key to how to fight the Olympic Games.

For this reason, the Oriental Ren De conducted research activities at home and abroad, and found that the image of the Olympic Games in the eyes of consumers is closely related to the host city.

For consumers, the Sydney Olympic Games may be purely a purely sports level evening; while the theme of the Athens Olympics is "going home", emphasizing sports spirit and cultural elements. Beijing Olympic Games are not so simple at all.

2008 Olympic Games in China!

In terms of figures, the Beijing Olympic Games are much higher than the previous sponsorship amount, but this is not only because of the attraction of the Olympic Games itself, but also from the international public opinion, including the New York Times, the times and other media mentioned the Beijing Olympic Games in the new year's editorial. The topic of the Olympic Games is often taken, but the ink is the topic of China's rise. It can be said that the topic of Beijing, the topic of China, is larger than that of the Olympic Games.

From the marketing point of view, the biggest expectation of many international brands in 2008 is in China's market and global market.

It can be said that the Olympic Games are different from China.

The whole world is paying more attention to it because of its background as China's Olympic Games.

From the perspective of Chinese consumers, consumers watch the Olympic Games more like New Year's Eve. It is an emotional catharsis and outbreak after a century of depression. The meaning is not just a sports competition.

Therefore, East Ren De found the breakthrough point: China.

After Lin Dan, Zhang Ning and other athletes' interpretation, the whole advertisement seemed very imposing.

The picture was born by "flying" and ingeniously borrowed the LOGO pattern of 361 degrees: Athletes of different sports jumped up in the air in the process of movement, caught the most beautiful instant freeze, and flamed red flags flying out, showing China's visual tension.

The copywriter adopted "one thousand years ago, we were once in the lead; one hundred years ago, we were lagged behind; now we are taking off again", which coincides with the concept of "China's courage to do itself".

The background music used Wang Feng's song "fly higher", the melody is full of passion, and the lyrics content also accords with our promotion strategy, and fully interprets the concept of "flying".

According to our research, this concept of communication has been widely recognized.

"The concept of flying" will run through the whole year's marketing activities, "a voice, an image and a momentum must be carried out to the end," he said. He also points out that unlike the foreigners who emphasize individuals, the Chinese people have a strong sense of collectives and a tradition of showing collective morale in front of big events. "Wei Kaiyuan"

Moreover, Chinese people are more serious about face and etiquette, and etiquette is mainly a form. So many brand advertising films in recent years are more ritual.

But how to design the pmission rhythm in the Olympic year?

We believe that we should be all in one go, two strong and three strong enough to maintain morale.

Otherwise, it will be lost in the Olympic Games.

In addition, the 361 degree Olympic promotion communication objects include consumers, industry, government departments, financial institutions, partners, upstream and downstream suppliers, distributors and so on.

In addition, the Olympic Games have become a common topic from the elderly to the children.

The definition of traditional market segmentation and target consumer groups will be blurred in the Olympic communication environment, and brands need to communicate with consumers at all levels.

The competitive advantage of Orient benevolence lies in its "local insight into the international perspective", which is well reflected in the 361 degree service process.

In order to better serve the customers, the East Ren has used the international team and local team to conduct research on the Beijing Olympic Games, especially from the media monitoring abroad, and found the starting point of creativity. The copywriting and core creative foundation is made by the local creative team, and the implementation of creativity is the result of international team cooperation.

Wei Kaiyuan said: everyone is looking for ways to communicate with Chinese consumers, and local creative people in this process embody a more easily felt empathy and gradually emerge.