Text / Masto
Edited by / Guo Yang
When the Beijing Winter Olympics counted down to 100 days, Yili launched an advertising video of "See You in 100 Days", and a girl named Li Fulai came out of nowhere, passing on the spirit of Yili and the winter Olympics to the users in front of the screen.
Entering 2022, the footsteps of the Beijing Winter Olympics are getting closer and closer. As a double Olympic enterprise, Yili also used a new short film to greet the New Year with the whole people, reminding everyone that the Olympic Games are getting closer and closer. This time, Li Fulai appeared again, interpreting Yili's understanding of shining and the new brand proposition of "Olympic quality, I shine at this moment".
Half a year ago, at the Tokyo Olympic Games, Yili put forward the slogan of "storing strength, is the light at this moment", which conveyed the fighting spirit of the Olympic Games and athletes at the right time, and deeply touched the hearts of countless Chinese people. Standing at the time node of the transition between the old and the new year, looking at the Beijing Winter Olympics more than 30 days later, in the past 150 days, the light gathered by the help of high-quality nutrition in Yili is waiting to shine in 2022. And this "field" is not only the Olympic arena, but also the field of national life.
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What does Li Fulai's story have to do with the Beijing Winter Olympics?
On October 27, 2021, the Beijing Winter Olympics officially entered the 100-day countdown. At that time, Yili actively responded to the Time of the Winter Olympics and released the advertising short film "See You in 100 Days", and the protagonist Li Fulai ("Li Flag") set a small goal of reducing 100 days to 100 pounds with the determination of "there is nothing difficult in the world, just 100 days".
The short film unfolds from Li Fulai's perspective and shows the 100 days of Flags set by people from all walks of life: 100 days to learn C language, 100 days to not be late for class, 100 days to learn a song, 100 days to ride from Mohe to Nansha Islands... As the Winter Olympics enter the 100-day countdown, the general public has also entered the 100-day countdown to achieving their personal goals.
At a time when the Z generation population began to enter the society and played an increasingly important social role, Yili used the "countdown to 100 days" to make the official nodes of the Winter Olympics form a series with brands and consumers, so that the time of the Winter Olympics and the time of ordinary people began to resonate with the same frequency and form a resonance.
In this fun short film focusing on "people", Yili did not dominate, but used clever ways to integrate his brand values into various life scenes: using Yili milk as a curling exercise, the driver driving a car with the Yili logo and the Winter Olympic logo... When the Winter Olympics and the public are accumulating strength for 100 days, Yili, as a firm companion, is also resonating with them on the same frequency and practicing the spirit of charging together. Although it is a short film launched on the occasion of the 100-day countdown to the Winter Olympics, Yili not only gathers strength with the Winter Olympics, but also pulls the public into this 100-day charge, and moves towards a new life with the same frequency as the Winter Olympics.
Stepping into 2022, Yili launched the first short film of the new year. The little girl Li Fulai appeared again, but this time it was "Li Fulai 2.0" after experiencing Yili's high-quality nutritional support. This time, she accompanied Erie Milk to find the true meaning of "shine". Yili Milk, who is about to serve the Beijing Winter Olympics, hopes to have a shining appearance to amaze the audience, and Li Fulai visits various places to find solutions, hoping to help him realize his wishes. After going through a thousand hardships, Li Fulai and Yili Milk found at the last moment: "The most important thing about milk is not appearance, but quality and so on." As long as you do yourself well, you can shine everywhere." And Yili also expressed his original intention: "Support every general public with high-quality nutrition, accompany Olympic athletes and hundreds of millions of users to shine together in 2022 with a healthy body!" 」
This is another time that Yili has resonated with the same frequency as the Winter Olympics. The opening time of the Winter Olympics is getting closer and closer, and all the accumulated strength is urgently waiting to explode, greeting the shining moment, and Yili's video this time also responds to such a node. At the same time, Yili not only helps the Winter Olympics on the same frequency, but also uses its own brand proposition to express the Olympic spirit, extending the sparkle on the Olympic field to personal life - fully engaged in every moment of life, even if it is not necessarily a successful moment in the eyes of the world, but also to enjoy the best moment of every moment and achieve self-shine. What Yili has done is to use high-quality nutritional support to accompany them in chasing the shining moments of life.
From the charge video of the 100-day countdown to the Winter Olympics to the shining video of the New Year, behind this is the brand pursuit of Yili and the same frequency resonance of the Winter Olympics. As the official dairy partner of the Beijing 2022 Winter Olympic and Paralympic Winter Games, the brand has truly contributed to the Winter Olympics throughout the whole process, and through the combination with personalized scenes, it has told the story of the brand's assistance to the Winter Olympics. From some perspectives, Li Fulai's story is actually the story of Yili growing up with the Beijing Winter Olympics and meeting the future together.
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In the Olympic field, Yili has been with him for seventeen years
The history of Yili's resonance with the Olympic Games does not begin with the above two videos. Since the 2005 Yili Olympic Games in Beijing, this company has been accompanied by China's sports industry and witnessed the shining moments of Chinese sports in the Olympic arena.
As a global large-scale sports event, the Olympic Games have a wide range of dissemination, a large number of radiation crowds, and the rare attributes of the event are extremely strong, and have always been the golden position that brands cannot seek when sports marketing. Yili has been working on this position for 17 years, providing a stable and long-term guarantee for the training and competition of nearly forty Olympic teams. From the 2008 Beijing Olympics to the 2012 London Olympics, to the 2014 Sochi Olympics and the 2016 Rio Olympics, Yili not only accompanied the Chinese Legion, but also witnessed many shining moments in China's Olympic history. In the upcoming Beijing Winter Olympics, Yili will also serve as the official dairy partner of the Beijing 2022 Winter Olympic and Paralympic Winter Games, and will continue to accompany Chinese sports to shine in the Winter Olympics.
At the Winter Olympics, Based on rich experience and innovative ideas, Yili delivered the first batch of custom products for the Winter Olympics to the Beijing Winter Olympics Organizing Committee in the 100-day countdown. Since the winter olympic international test match, Yili's products have been fully put into the winter olympic service guarantee supply, providing a complete nutritional guarantee for athletes, coaches and officials of various teams.
In the future offline competition, Yili's dairy products will continue to escort the Olympic cause and witness the shining moments of athletes. On the Internet, Yili also opened up the offline arena and online public opinion field through the video of Li Fulai 1.0 and Li Fulai 2.0, and the idea of the same frequency resonance between the brand and the Olympic Games was formed into a fission-type communication after the participation of opinion leaders and major official media, and the "2022 shine together" advocated by Yili is becoming the due topic of the New Year.
The reason why Yili can accompany the OLYMPIC Games, the top sports event IP and the Chinese legion for a long time, and witness the shining moments on the field, is inseparable from the shining development of the brand itself. In the 17 years of cooperation between the two sides, Yili has truly become a veritable "double Austrian enterprise" and has grown into one of the top five dairy companies in the world. In today's increasingly common marketing short-term, Yili and the Olympic Games can deeply bind and cooperate, and shine on the field together, which is the result of the two sides accumulating efforts to chase the light in their respective tracks.
The alignment of the two sides in the spirit of philosophy and value pursuit is also a major reason for the strong cooperation to continue for 17 years. For a long time, the fit between sponsoring companies and events has always been one of the important criteria for judging whether the cooperation is successful, and the sponsorship cooperation with high fit can positively affect both parties and make the cooperation long-term and standardized. Yili's cooperation with the Olympics reflects this. The hard work and hard work and the realization of the dream of shining again in the Olympic arena have been fully reflected in yili's product development and publicity. At the same time, yili's brand proposition of resonating with the same frequency of the Winter Olympics has also been reflected in different Olympic time nodes, as evidenced by the launch of the "Shine" short film.
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Outside the arena, Yili promoted the Olympic spirit to the people
As we all know, the Olympic spirit emphasizes the extensiveness of participation, and only with the great participation of the whole people can it be possible to turn the Olympic ideals into reality. Since holding hands with the Olympic Games, Yili has adhered to this Olympic spirit, not only accompanying the Chinese legion in the Olympic arena, but also actively paying attention to national life with practical actions outside the arena.
In the same frequency publicity of the Winter Olympics, Yili's attention to the whole people is obvious to all. Whether it is Li Fulai 1.0 launched in 100 days countdown or Li Fulai 2.0 launched on the occasion of the New Year, Yili has integrated the spirit of the Winter Olympics into the lives of ordinary people. Yili pays attention to different groups, accompanies practitioners from all walks of life to work hard, and witnesses every shining moment with them, extending the honor and success on the Olympic field to the life scene, redefining "shine". Bringing the Olympic spirit to the life of the whole people is the sense of corporate responsibility of the national brand, and it is also a major reason why it is favored by the Olympics.
On the occasion of entering the New Year, Yili told everyone: as long as you do yourself well, you can shine wherever you want. This is in line with the Olympic spirit of "surpassing oneself" and is also the brand proposition that Yili wants to convey. It can be said that Yili has really invested its attention to national health into the individual and interpreted the connotation of sports.
In conveying these spirits, Yili is also well versed in the marketing game of the Internet era. In the expression of the story, Yili starts from a small incision, combines its brand proposition of resonating with the same frequency as the Olympic Games and accompanying the public to pursue shine, and the life story of ordinary people, so that the value concept behind the story can truly reach various groups and resonate with the circle. At the same time, in terms of content form, Yili excavates the preferences of Generation Z, pays special attention to the interests of sports users, and accurately implements policies for fun marketing. Through the personalized expression in line with young people, it truly conveys the brand connotation of "shining".
At the same time, Yili upholds the Olympic value of "Everyone Olympics, Everyone Sports", and also joins hands with the Beijing Winter Olympic Organizing Committee to establish the Dynamic Winter Olympic Academy to jointly popularize and promote ice and snow sports. With practical actions, it provides a platform for sports enthusiasts with dreams to chase shining moments. Event sponsors are able to put the Olympic spirit into practice outside the arena, which is the real path to "shine".
ECOSPORTS
Judging from Yili's brand proposition and practice inside and outside the stadium, in the long-term cooperation with the Olympic Games, resonance with the Olympic Games has become the due meaning of Yili's development. At the same time, as the official dairy partner of the Beijing 2022 Winter Olympic and Paralympic Winter Games, Yili has obviously extended its sense of corporate responsibility from the competition field to daily life. Olympic events and personal life are witnessed and guided by Yili, and they can grow together and be wonderful.
In the new year, I believe that Yili will not only continue to accompany Chinese Olympic athletes to shine on the Olympic field, but also accompany every ordinary you and me to shine on the field of life. 2022, shine together!