When Shoe Enterprises Brand Communication Meets "Earthquake Relief"

"Setbacks, hard to resist?

Challenge, invincible?

The Chinese have to breathe a sigh of relief!

Use sweat to awaken our courage!

With strong, cast our backbone!

Come on, China! "

Since last week, Anta's new version of TV commercials has been broadcast on the major TV stations in China.

The sudden great earthquake in Wenchuan, Sichuan, brought great disaster, but also tested the conscience and wisdom of corporate citizens.

After the great earthquake, Jinjiang enterprises, such as Anta, noble birds and seven wolves, responded quickly to brand communication, integrating the earthquake relief into the brand spirit, which not only reflected the conscience and responsibility of the enterprises, but also improved the brand reputation.

5. 12 the Wenchuan earthquake in Sichuan was an accidental incident. In the face of this situation, how should Jinjiang enterprises establish a quick response mechanism?

How can we better find the conjunction between brand connotation and events in brand communication?

How can we enhance consumers' deep communication with emergencies and enhance brand reputation?

In May 13th, Anta (China) Co., Ltd. decided to donate 10 million money and materials to the earthquake stricken area. Meanwhile, Anta "refuels China!"

The advertising idea also came into being.

Apart from the donation of money and materials, they have chosen the form of public service advertisement decisively, thus triggering the new trend of earthquake relief.

"Anta," come on, China! "

It took only 3 weeks for advertising films to be released from creativity to advertising.

Xu Yang, director of Anta brand management center, said that the success of the advertisement was not entirely based on fancy originality. The commercials itself did not re shoot, but made of original material.

On the second day after the disaster, the noble bird decided to cancel the commercial advertisements of the birds, and to catch up with the public service advertisements for earthquake relief overnight. From the perspective of disaster relief, both material and spiritual support for disaster relief.

"Love is in China, no one can stop it!"

It's like a long Lyric lyrics, spreading quickly with CCTV5.

Huang Zhongfei, director of the brand.

The seven wolves also responded quickly in the incident.

According to Zhang Yue, an industrial planner of the seven wolf industrial Limited by Share Ltd, after a week or so of the earthquake, the TV commercials of seven wolves and anti quake spirits were broadcast on CCTV.

Anta, noble bird, and seven wolves have pioneered in the production of public service advertisements.

Ye Maozhong, a well-known marketing planning expert, praised the speed of their reaction: "no matter which way they are employed, speed is crucial."

"In the face of emergencies, enterprises are not doing multiple-choice questions, but doing what they want to answer: they must make statements to get the recognition and support from the society.

The most important thing is to seize the time node and miss the time node. "

Ye Maozhong said.

In Jinjiang enterprises, there is no counterexample of missing time nodes.

A food company in Jinjiang also produced two television advertisements, but due to the delay, it was not broadcast at all.

"Until the advertising production is completed, the mainstream tone has been pformed into post disaster reconstruction, and the commercials that broadcast the original theme are not suitable."

The company's planners told reporters.

Ye Maozhong, who is a prominent company in this response, has a close relationship with the reaction mechanism of enterprises: "Anta and" noble birds "are enterprises that are closer to the head and feet. After meeting major emergencies, they adjust their advertising strategies in a timely manner, which not only contribute to disaster relief, but also win the reputation of enterprises.

Do not force the grafting hype. After the great earthquake, Jinjiang enterprises generously gave generously to donate money for the people in the disaster area, but the way of taking public service advertisements like Anta and noble birds is not the majority.

"It was first suggested that some commercials related to the big earthquake were put forward, but in order to avoid suspicion of speculation, the company leaders finally decided not to."

The planning staff of a clothing brand enterprise in Jinjiang told reporters about some enterprises' concerns.

An online expert wrote that the whole country mourned after the great earthquake.

At this time, any commercial action that will take advantage of speculation will only arouse the anger of the masses. Therefore, behind this sensitive incident, we must not leave any traces of corporate hype, or else we will dig ourselves in the grave.

It is precisely because of similar concerns that many jin enterprises have also considered shooting advertising films, but they have finally given up because they are careful not to grasp the "yardstick".

Some experts believe that such a disaster is of some degree of sensitivity, but as long as we pay attention to skills and operate properly, we can still carry out event marketing communication.

"Anta," come on, China! "

The central idea of expression comes from the sports spirit of the core value of the brand itself. At the moment, with the spirit of the nation, people can not feel a lot of grafting factors.

Wei Kaiyuan, President of Beijing East Ren De Advertising Co., Ltd., takes Anta advertising as an example to analyze Tao.

Talking about "refueling, China!"

The introduction of advertising films, Xu Yang introduced, the company did not re take the theme of disaster relief ads, but to cater to the Olympic Games Shooting theme timely adjustment.

"In this way, we can convey the public welfare nature of the people's livelihood on the basis of the spirit of the Olympic alliance."

Xu Yang disclosed that the ad was not originally called the name, when the company team saw their compatriots shout "refueling China"!

Sichuan is up! "

At that time, decided to rename the advertisement as "refueling, China!"

With the above creative sources.

"After the heartless disaster, the people in the disaster area need more sympathy and compassion than encouragement."

Xu Yang said.

Wei Kaiyuan reminded enterprises that if corporate social responsibility is not consistent with the core value of the brand, we must not force grafting.

"The advertising in this period is full of corporate social responsibility promotion, but not all enterprises can find a meeting point like Anta.

The embodiment of corporate social responsibility is not always consistent with the core value of the brand, and the acceptability of the consumer should be taken into account.

If the advertising companies alone add copywriters, advertising creativity and other elements, it is inevitable that there are traces of grafting, it is easy to backfire, causing consumers to dislike.

He said.

Wei Kaiyuan suggested that since the connotation of corporate social responsibility promotion is more extensive than brand core value, enterprises should operate independently when using event marketing to promote brand and avoid grafting marks.

At the same time, according to enterprise positioning, good at, interest, choose the focus of interest to promote corporate social responsibility, so that we can get twice the result with half the effort.

In addition to producing TV commercials, there are also some enterprises in Jinjiang supporting the earthquake relief through print advertisements.

For example, seven wolves put public service ads in newspapers and publicized them on the Internet.

Qipai also put in the magazine a public service advertisement called "true love China". In addition, the official website of Qipai company also changed its theme to earthquake relief work on the second day of the earthquake.

Like the seven wolves and seven cards, there are not a handful of Jinjiang enterprises that pass social responsibility through other ways such as plane delivery and network.

But Ye Maozhong analysis, the effective integration marketing means in this incident is not common among Jin enterprises. On this point, Jinjiang enterprises should learn from Wang Lao Ji.

On the evening of May 18th, "Wang Laoji" donated 100 million yuan to become the largest single donation enterprise in China. On the second day, in some web forums, there was a popular saying that "right and wrong" was called "ban Wang Laoji".

The call for Wang Laoji, a supermarket buying a can, was reprinted by major forums.

After that, the search volume of "Wang Laoji" in Baidu increased linearly, while the traffic curve of "blocking Wang Laoji" was almost the same as that of "Wang Laoji". Then there were news that Wang Laoji had sold off in some places, and even some people began calling for drinking cans in the signature file of MSN.

"This time, Wang Lao Ji chose very well at the pointcut. At the same time, he made timely and accurate use of the traditional tools such as forums, blogs, websites and so on, and continued to use the previous network pushing team instead of using traditional public relations companies inflexible."

Ye Maozhong believes that "in order to do something well, we should keep the name". Jinjiang enterprises should learn from the incident, and rely on the power of the network promoter to carry out the dissemination and organize the efficient marketing communication.

Wei Kaiyuan also suggested that when doing integrated marketing, enterprises should start from scratch. Whether it is public service advertising, public relations or terminal marketing, they can use television, network and plane to carry out communication in many directions.