The Olympics Are Coming! Are We Really Ready?

The Olympics are coming!

Are we really ready?

Wonderful passion, sharing glory, our desire for Olympic life.

But we still work hard and hurry to live. Our life seems to be unchanged.

In fact, the heartstrings of the Olympic Games have not been plucked.

As a sponsor of Beijing Olympic Games, AOKANG has been promoting the Olympic interactive marketing experience for the masses. The "dream project" public relations plan has been a great success, and it is more sure that dreams can also bring you surprises.

Then, AOKANG needs a massive integration promotion to strengthen the brand communication efforts from April to September 08.

In this case, AOKANG launched another campaign to "entertain the Olympics" with another unique planning idea.

Without the Olympic champion, the Olympic Games were intensified. In early 08, AOKANG kept receiving the athletes' preparation for the 08 Olympic Games, and decided that they could not participate in the return of the dream public relations activities. When the first round of the dream public relations got the great attention and recognition of the world, the implementation of the second round plan of the dream public relations was faced with great difficulties.

What if there are no Champions?

At the beginning of the Spring Festival, the whole planning team was troubled by this.

A decision was made immediately at the top of the company. It is clear that in order to support the Beijing Olympic Games without affecting the athletes preparing for the Olympic Games, the dream plan will be delayed, and the brand communication directly facing the masses will be launched. At the same time, the creativity should be changed and the intensity should be strengthened.

This puts us under a lot of pressure and plans can't keep up with the changes. The company requires the team to rapidly produce alternative communication solutions.

Immediately from the advertising agency blue flame and public relations Tang Tang to promote the deployment of elite troops, during the Olympic Games to promote the ad hoc group.

The ad hoc group has made great adjustments to the strategy of overall promotion, and pferred the dream program to the high level event of the champion event and turned it into a mass life oriented communication among the masses.

Taking the relationship between them and Olympic Games as the starting point, we will organize the concept of dream, create a new life style of Olympic Games for them, pay attention to the infiltration of marketing, rite the Olympic Games, strengthen thematic promotion and sales, create brand momentum, and become the winning trend of sales.

With the advent of the Olympic Games, the promotion of our hearts in the Olympic Games "Adidas together with the Olympic Games" has given us great inspiration. While appreciating the communication effect of the great creativity, we have made a backward reflection on the state of the public's creative fanaticism.

Why do they have such a big reaction? They have an inner desire to join the Olympic Games and fight alongside the athletes, but this desire is oppressed by the plain life and rush work.

Their inner contradiction is the conflict between this desire state and the existing life during the Olympic Games.

They need to enter the Olympic life, a new color with wonderful passion and sharing glory.

This is to spread the new space for the Olympic Games during the AOKANG Olympic Games, so as to quickly lead the audience into the Olympic Games, and to give ordinary life the color of the Olympic Games. Where is your footsteps, where is the Olympic Games? "Glory time, we are there", together with the Olympic Games, this is the AOKANG Olympic season.

In the Olympic season, the good idea of the Olympic season is indeed a bold concept. With the joy and excitement of my heart, I moved to join the Olympic Games. This is a highly integrated idea. In order to occupy the upcoming market concept, AOKANG carries out packaging from the core interests of the brand, image endorsement, communication tonal, product association, and main activities.

From the spiritual interest level, the concept of the Olympic season is innovated, so as to urge the audience to put down the pressure of work and enjoy the instant happiness brought by the Olympic Games, so as to create a self Olympic life and experience the feelings of the Olympic masters in a hundred years. On the level of action, AOKANG is not only a pair of leather shoes, it is an Olympic footprint that you walk out of, because the glory moment, AOKANG is present, you are also present.

In order to achieve the purpose of encouraging communication, the momentum of sweeping the Olympic Games swept across the whole country. In the Olympic season, the theme of the Olympic Games was spread by celebrating and moving, using Liu Xiang as its endorsement, the theme promotion terminal of "winning the Olympic tickets, the scene to cheer Liu Xiang" and the regional activities of Liu Xiang's helping the whole nation.

During the Olympic season, we defined the AOKANG brand promotion and the life of the audience as the Olympic season in the 4-9 months. This is indeed a new concept, but it is very opportune. The whole country has been pported by the sacred flame to the city at this time, which is in itself an interpretation of the Olympic season. However, in order to achieve the goal of successful promotion, the planning group adopted the strategy of turning the void into reality and moving from reality to reality.

It is through the concentrated advertising of TV commercials that the Olympic season is the biggest voice, officially announces the coming of the Olympic season. Instead, the carpet promotion promoted by the terminal is promoted to promote the Olympic season in an all-round way. Finally, the Liu Xiang campaign helps to make the Olympic Games start.

Go in (AOKANG, win the tickets, watch the Olympic Games, boost Liu Xiang's promotional money, go with the holy flame, select the interactive line of the tour group of Liu Xiang, and promote the start of 4-5 months: the Olympic season, the fierce TV commercials, the first to win the Olympic Games, and to win the Olympic Games. The first 15 seconds and 5 seconds of AOKANG's Olympic season are the first to be shown in Hunan, Anhui, Shandong, Fujian and Zhejiang satellite TV. The time is 5-8 months. In fact, this set is a backup idea. The original idea of "glory time, we are here" with the product as the main line is because Liu Xiang is preparing for the Olympic Games, but she can not find the shooting schedule. This is the two line.

Although this version is slightly inadequate in explaining the creativity in the Olympic season, it is still very simple to disseminate information points of the Olympic season activities. The 5 satellite TV basically covers the national market, and the combination of the frequency of the pursuit of exposure rate makes the Olympic season fierce.

Internet advertising is catching up with the rest of the world. In the Olympic season, the idea of sweeping the whole country is to adopt large format advertising forms: full screen, fence, floating icon and so on, and focus on Sina's home page, news center and sports channel.

The cause is 5.

12, the network plan was disrupted.

But within two weeks of the launch, the total number of hits was up to 50 thousand times / day with a total of 800 thousand hits. This is enough to show that internet fans are interested in activities.

Terminal promotions, the Olympic season is overwhelming, with "wearing AOKANG, winning tickets, watching the Olympic Games, cheer Liu Xiang" promotion, before the launch of the TV commercials, it has been on the more than 3000 terminals of AOKANG.

Through the door recruitment, hanging flag, posters, display windows and other comprehensive layout, monopoly station, such as the Olympic experience hall.

The event has achieved good results. The first raffle was held in sina on June 15th, and 50 lucky customers received tickets for the Olympic Games.

The heating period is 6-7 months: the Olympic season, together for the Olympic crazily, in order to further strengthen the Olympic Games season in the region, AOKANG has planned to take the "cheer Liu Xiang, your loudest" challenge of the decibel city tour. In order to reflect the experience of life in the Olympic season, the activities of the city center are on the stage, and the masses are courageously challenging. By calling the slogan "cheer for China and cheer for Liu Xiang", the highest decibels are recruited into the Liu Xiang wishing group and one Olympic ticket.

The first stop in Wenzhou was crazy.

6.21-6.22, Liu Xiang, the delegation of Zhu Wei group was held in Wenzhou's five Horse Street. Through the advertisement of the previous newspaper, there were nearly 1000 people gathered on the scene, and attracted the TV stations in Wenzhou to do live coverage.

Activities in the Olympic Games refueling shout, laughing constantly, in the staff's on-site visit found that attracting not only Olympic tickets, but the Olympic experience, this is the season of the Olympic Games.

This plan will be launched in the first World War in Wenzhou, and will be carried out in nine cities such as Changsha, Shanghai, Wuhan and Hefei.

Let the experience of the Olympic season really sink into the hearts of the people.