Voight'S Olympic Strategy Highlights Brand Tension

08 the Beijing Olympic Games not only brought an Olympic feast to the Chinese people, but also raised a new understanding of the concept of Olympic marketing by the domestic sports brands, and all sports brands began to launch the Olympic marketing strategy with the influence of the Olympic Games and CCTV.

In the face of the rare opportunities brought by the Beijing Olympic Games, Voight, a famous brand, launched a massive attack and spent tens of millions of dollars to sign up for CCTV. In the wake of the surge of Olympic Games, the CCTV Olympic Channel launched a strong advertising strategy to enhance brand influence.

It is understood that the time of Voight's advertising on CCTV Olympic Channel began from April 28th to July 27th, which lasted for 3 months. It mainly focused on the golden time of eighteen p.m. and nineteen points in the evening. Advertising was locked before the "Olympic promotion road" before the NBA live events, before the "sports news", before the Olympic special program, and after the Olympic Games.

Voight chairman Cai Jinhui told reporters: "CCTV's advantage in advertising communication is unparalleled in the domestic media.

For a long time, CCTV has broadcast almost all the major international events. Chinese audiences understand and watch international sports events, and more than 75% are through CCTV.

And the 08 Beijing Olympic Games made the communication effect of CCTV to the extreme.

Through CCTV's intervention in Olympic marketing, it will play 42 roles.

Brand promotion, a long way to go, for sporting goods, the use of Olympic marketing for brand promotion, leveraging the huge market, often have unexpected results.

With the approaching of the 08 Olympic Games, many domestic sports brands are trying their best to promote their brand and expand their market through Olympic marketing.

But unfortunately, this event at home, sporting goods industry, with the Olympic sponsorship is shining abroad is the famous sports brand Adidas.

The number of local brands is embarrassed and helpless.

However, the Olympic Games, local brands can not be evaded, including PEAK, Lining, including many domestic sports brands have curved save the country, sponsoring foreign Olympic delegation or national team, hoping to win a feast in this luxurious feast.

As a representative of the professional basketball shoes brand in China, Voight has made a strong attack on brand marketing, star marketing, sports marketing and professional marketing in recent years.

In June 2006, Wang Zhizhi, a basketball superstar of "NBA first person in Asia", signed Voight's professional basketball spirit.

In March 2007, the Chinese basketball movement "Star project" with the theme of "basketball dream, China Star" was launched, and the series activities of "Dazhi basketball promotion base" were vigorously promoted.

In April 2007, a series of activities such as "Dazhi mountain recruiting students and campus fighters fighting for the male" were launched. For the first time, Voight's basketball spirit was spread on campus and a new upsurge of Chinese campus basketball was launched.

08 the Olympic Games is a good opportunity for Voight to realize the strategy of three dimensional brand promotion.

But like many sporting goods brands, Voight, who has lost the opportunity of "Olympic sponsor", can make the best way to achieve the best results in this dispute.

Cai Jinhui told reporters: "people often say," sports are men's love, and the Olympic Games are the dream of all mankind. "

For the Chinese people, the Beijing Olympic Games as a special, continuous and influential news event is of unprecedented concern, and people's inner feelings will also change with the development and changes of the Beijing Olympic Games. Especially before the opening of the Olympic Games, it is the best time for advertising to spread.

Advertising at this time can not only attract eyeballs, but also achieve deep communication with consumers at heart level, and it will achieve twice the result with half the effort.

It is understood that this year, before and after the Olympic Games, there are more than ten sports brands for CCTV advertising. Many enterprises have some popularity and sales in the market.

If a market is like a battlefield, whoever can seize the initiative and gain the initiative will get higher efficiency and stronger competitiveness. If the pace is slow, the opportunity will become a risk.

In order to quickly seize the business opportunities, Voight took the lead in launching the prelude to the advertising campaign of CCTV on the eve of the Olympic Games.

Olympic marketing, looking forward to not waiting for 2008, is the "peak year" of sports brand development. The height of the sports brand in this year will determine its development after 2008.

Cai Jinhui said that for Voight, popularity is actually not the biggest problem, and the most fundamental thing in putting advertisements is to solve the problem of enhancing brand power.

With the Olympic Games this high attention degree, with strong national sentiment of major sports events, supporting a reasonable brand communication, will effectively enhance the image of Voight brand in the public mind.

Unlike other brand sponsored events such as traditional Olympic marketing, Voight uses CCTV to combine Olympic spirit, sports excitement, national psychological feelings and brand connotation, and dig deep into the hearts and feelings of the Olympic Games hidden in the hearts of consumers, so as to make Voight's Olympic Games or sports become the most influential Olympic marketing.

This time, Voight spent tens of millions of dollars to build Olympic TVC, featuring Voight's spokesperson, domestic basketball superstar Wang Zhizhi, to illustrate the story of sports characters, highlighting the people's positive national sentiment towards Beijing Olympic Games.

The picture vividly shows the mental outlook of Olympic athletes on the playground and enterprising and brave challenges, witnessing that China's sports step by step to the peak of glory, thus highlighting the theme of "waiting without expectation" and igniting the strong national sentiment of the Chinese people.

Voight, with the keen touch of a national enterprise, will combine the pursuit of hundreds of millions of people to concentrate on professional sports with the Olympic spirit of self challenge and self exercise, and put forward the concept of "MY TIME IS COMING".

Focusing on this concept, Voight made full use of his superior resources to carry out a unified and effective integration of his Olympic strategy.

Voight's advertising campaign in CCTV has used a special form of close interaction with programs.

Close to the NBA live events, China's most valuable sports news and the 08 Olympic hot columns, not only directly hits the popular viewing, has the extremely high viewing support, but also can realize the fusion with the consumer mood, with the consumer's mind docking, has played the role of consolidating the psychological possession rate and enhancing the brand's best effect.

Through this action, Voight's brand spirit gained the recognition of a wider group, set up the high-end image of Voight brand, and maximized the influence of Voight brand, and drew a strong conclusion for Voight brand to achieve a new round of leaping development.

Cai Jinhui confidently expressed that in the face of the opportunities and challenges of the 08 Olympic year, Voight has made full preparations, believing that with strong brand pull and strong quality assurance, Voight will surely usher in a broader space for development and move forward in the domestic market.