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Introduction
Enterprises participate in the Winter Olympic Games in a variety of ways, in the face of such a super IP, find their own position, follow the trend, in order to use the Winter Olympics such social public events to expand their influence.
Author 丨 Xu Jinkai
Responsible editor 丨 Xu Jinkai
Edit 丨 Chic
Yesterday was a day when Gu Ailing brushed the screen, from the circle of friends to the public number to the opening screen advertisement of major software, you can see Gu Ailing's winning figure everywhere, and the first collective carnival after the Spring Festival was formed. But not all companies have cooperative relations with Gu Ailing, among the car brands, only Cadillac and Gu Ailing signed an endorsement contract.
In September last year, Gu Ailing officially became the brand spokesperson of Cadillac, for the simple reason that Gu Ailing, who has the courage to break through himself and pursue the ultimate spirit, has some commonalities with Cadillac's brand concept of "all greatness comes from a brave beginning". The outstanding performance of the Winter Olympics has made Gu Ailing's popularity soar, but also greatly increased the exposure of Cadillac.
In addition to Cadillac's bright and upright close to Gu Ailing, during the Winter Olympics, FAW Hongqi concocted the same method and once again launched the activity of donating Hongqi cars to athletes who won Olympic medals. The heartfelt copywriting of "Red Flag Helps Every Moment of Glory" on the one hand fills up patriotic feelings, and on the other hand, highlights the strength of the "Light of Autonomy" of Red Flag, to achieve such an effect, no one can do it except Red Flag.
Unlike Cadillac, which chose brand ambassadors and Hongqi to cheer on the winning athletes, FAW-Volkswagen Audi appeared at the Winter Olympics as a sponsor of the Chinese national short track speed skating team. Has always been the Audi brand has a tradition of focusing on ice and snow sports, as early as eight years ago FAW-Volkswagen Audi became the sponsor of the Chinese national short track speed skating team, tonight the Winter Olympics short track speed skating competition will also officially start, FAW-Volkswagen Audi is also expected to let more consumers know a different kind of themselves.
As the official global partner of the Olympic Games, Toyota can be said to be the biggest winner, in all the communication activities, Toyota can use the privileges of the Olympic rings can be described as envy of others, it is worth mentioning that during the Winter Olympics, Toyota also provided the vast majority of support cars.
According to the official statistics of the Beijing Winter Olympic Organizing Committee, among the transportation service vehicles used in the Winter Olympic Games, energy-saving and clean energy vehicles accounted for 100% of the passenger cars and 85.84% of all vehicles, which was the highest in the previous Winter Olympics. Not only that, the Winter Olympics also used a large number of pollution-free hydrogen energy vehicles.
For new energy vehicles, the cold winter is a rather severe test, and the Winter Olympics is the first event held in the twin cities, which puts forward higher requirements for vehicles.
In order to successfully complete this task, Toyota has provided more than 2,200 event service vehicles for the Winter Olympic and Paralympic Games. These include Toyota's mirai 2 hydrogen fuel cell vehicles, the COSTA hydrogen engine, as well as the pure electric model Yize E jinqing, C-HREV and hybrid model new RAV4 Rongfang dual engine, Willanda dual engine and Camry dual engine. The new energy model will not only add a bright color to the Winter Olympics, but also contribute to the achievement of the "double carbon target".
It is not difficult to see that enterprises participate in the Winter Olympics in a variety of ways, in the face of such a super IP, find their own position, go with the flow, in order to use the Winter Olympics such social public events to expand their influence.
| Xu Jinkai |
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