"Music Marketing" Makes Jinjiang Brand Shoes Enterprises Go Farther.

"We will we will rock you", "I want to fly higher and fly higher..."

And "TO BE NO.1"...

More recently, when you turn on the TV or log on to the Internet, more and more Jinjiang brands begin to use music to impress consumers in advertisements.

It is understood that since 2006, when Anta used the Queen's "we are the champion" for the first time in advertising, Hongxing Erke later bought the theme song of the 1990 World Cup "summer in Italy". At the beginning of this year, 361 degree was even invited by the author of "flying higher" and the domestic line music producer Wang Feng to create a new Olympic TVC (TV advertising film) for him.

From the dazzling "star + advertising" to the multifarious sports marketing, Jinjiang brand has been trying to find a way to differentiate survival. "Music marketing" is undoubtedly another major breakthrough of Jinjiang brand. However, can Anta's "music marketing" mode make Jinjiang brand go further?

How can Jinjiang brand avoid the homogenization of "music marketing"?

Anta first opened up "music marketing" in Jin Dynasty. In August 8, 2007, when the countdown of Beijing Olympic Games was 1st anniversary, Anta's manifesto advertisement was born.

With the exciting rhythm of "we will rock you", Wang Hao, Tang Zhengdong and many other Anta signing stars issued the heroic declaration of "08 waiting for me".

Careful people found that music elements became a major highlight in Anta Olympic advertising.

In fact, this is not the first cooperation between Anta and queen band.

At the 2006 Asian Games in Doha, Anta simply put another queen's "we are champions" as pop songs.

It is understood that since 1992 Barcelona Olympic Games, "we are champions" has been used as a curtain call for the champion.

It is worth mentioning that during the Doha Asian Games in late 2006, the promotional films of CCTV5 and the background music of Anta advertising all adopted the "we are the Champions". When Chinese athletes won the Doha Asian Games again and again, when we were champions, the people began to think of Anta's advertisement -- "We are the champions my friend".

Anta's first use of "music marketing" has been an unprecedented success.

The success of Anta also let Jinjiang brand see the charm of "music marketing".

In early 2007, another sports brand in Jinjiang, Hongxing Erke, also launched a brand-new brand positioning -- "TO BE NO.1".

Hongxing Erke brand director told reporters that in order to better interpret the brand spirit of TO BE NO.1, they thought a lot of creativity, and later found that the theme song of the 1990 World Cup "summer in Italy" was very consistent, so they bought the copyright and became the background music of the brand advertisement after being revised.

Coincidentally, at the beginning of 361 this year, after extracting the theme of "flying", Wang Feng chose the familiar fly higher as the theme music. "One thousand years ago, we were in the lead. One hundred years ago, we were lagging behind. Now we are taking off again..."

I want to fly higher, I want to fly higher... "

In choosing music, we should pay attention to "matching degree" as a way of advertising performance, and music itself is a good communication carrier.

However, compared with advertising pictures and copywriters, this way of expression has not been appreciated by advertisers for a long time.

"Before the domestic TV ads focus more on pictures and copywriters, we think that when consumers are tired of TV images, music can stimulate consumers' nerves well, pmit the spirit of brand very well, and communicate well with consumers."

Anta brand director Xu Yang said.

Through the carrier of music, we can really promote the deep communication between brands and consumers.

No wonder netizens commented that the understanding of football on the Apennines Peninsula and the football Kingdom combined the summer of Italy, so that Hongxing Erke quickly drew the distance from the vast number of potential consumers and won their love, so that they could succeed at one stroke.

However, the application of music elements in brand advertisements is not arbitrary.

Ye Maozhong, a famous marketing planning expert, believes that the application of music elements in brand advertising should pay attention to the "fit" between the brand and the music.

It is understood that at the beginning, Anta chose "we are champions" in one fell swoop because of the good agreement between the two.

In 2006, Anta hired JWT, an international brand management body, to re brand positioning. KEEP MOVING (never stop) became a brand new connotation of Anta. "Anta is a grass root, Anta must give ordinary people a common dream, and Anta advocates never stopping fighting for the spirit."

In view of the brand new connotation, Anta's brand management team has found that "we are champions" has a lot of things in line with its brand spirit.

"I believe that as long as I persist and work hard, a truly brilliant I will be closer to me."

The lyrics of "we are champions" become an excellent interpretation of Anta's brand spirit.

This laid the foreshadowing for the success of Anta's new brand advertising.

Hongxing Erke also decided to choose "summer in Italy" in TVC advertisement as the theme song after identifying the brand orientation of "TO BE NO.1".

Hongxing Erke brand department believes that choosing the advertising theme song according to brand positioning can better strengthen the core value of the brand.

In addition, from the perspective of Anta, Hongxing Erke and 361 degree "music marketing", they all unanimously chose the popular popular golden melody, and with the influence of the popular golden melody, their brand new concept can be quickly disseminated.

It is good to find music that fits the brand spirit. If the ready-made songs can not meet the requirements of brand advertising, Ye Maozhong thinks that the company can invite famous musicians to tailor.

It is understood that Nike, the internationally renowned sports brand, has created a theme song for its ads many times, so that brand value and advertising connotations complement each other.

However, it is also reminded that new songs in the new creation of the impression of the majority of the fee is still a blank, the cost of promotion is high.

The popular golden melody has a good mass foundation and can quickly open up the situation.