Nowadays, car brands looking for celebrity endorsements, they should really be cautious! Otherwise, instead of getting the traffic and advertising effect it deserves, it may also be "pitted" by the spokesperson.
Recently, the news of "Li Yundi was arrested" has appeared on the hot search lists of major social platforms, and has also been named by mainstream official media such as People's Daily and CCTV.
At the same time, many of the brands endorsed by it began to cancel contracts and delete related content. Among the brands endorsed and promoted by Li Yundi, there are also three automobile brands - GAC Toyota, Great Wall WEY and Dongfeng Nissan.
Subsequently, some netizens found that Dongfeng Nissan was not the first time to overturn on the spokesperson.
"Ambassador Tianlai" planted this time
Li Yundi and Dongfeng Nissan have deep roots, and the earliest cooperation between the two sides can be traced back to 2004.
At that time, Dongfeng Nissan TIANA Tianlai car was listed in China, and the theme party of "Full Moon • Perfect Natural Lilly Realm" was held. Li Yundi arrived from Hong Kong to play a song for the concert. Although Li Yundi was not very old at that time, he already had the title of "Prince of the Piano".
In 2020, Li Yundi once again became the spokesperson of the new Tianlai and was known as the "Tianlai Ambassador". In the promotion video of the new Tianlai, Li Yundi appeared in the picture of piano playing, in order to show the surging power and excellent control of the new Tianlai, and the advertisement was accompanied by the text: "Tianlai 2021 model is newly listed, and together with the international piano master Li Yundi, you are invited to enjoy the natural life together."
After the accident of Li Yundi, Dongfeng Nissan also carried out emergency public relations and deleted the content it cooperated with on social platforms.
Li Daimo endorses the Dongfeng Nissan Venucia brand
In 2013, singer Li Daimo, who was popular through the "Voice of China" program, became the spokesperson for the Venucia brand under Dongfeng Nissan, mainly responsible for the promotion of Venucia's new crossover R50X, and creating momentum for the launch of activities across the country.
However, the good times did not last long, and in less than 1 year, Li Daimo was banned for drug abuse. On a variety show in March 2014, the host was told that Li Daimo, who was supposed to be attending the press conference, would be absent on the grounds that he was detained for drug use.
Afterwards, the Dongfeng Nissan Venucia brand also urgently withdrew Li Daimo's advertisement and cancelled the relevant cooperation, and the brand image of Venucia Automobile was also affected.
Lin Dan "derailed the door" Dongfeng Nissan withdrew overnight to get off the car exhibition publicity
In 2016, Lin Dan, a famous Chinese badminton player, endorsed the Dongfeng Day product brand, mainly responsible for the promotion of the new mid-size car Tianlai.
In November of that year, Lin Dan's "derailment gate" incident broke out on the Internet. Since the guangzhou international auto show that will open soon after the incident, Dongfeng Nissan in order to reduce the impact, overnight mobilized resources to replace materials related to Lin Dan, so that on the day of the opening of the Guangzhou auto show, Dongfeng Nissan's booth could only be in the background of big red, and no clues about Lin Dan could be found.
Despite the efforts to "extinguish the fire", Lin Dan's behavior still brought huge losses to Dongfeng Nissan, and in the first month after the "derailment gate", the sales volume of Tianlai fell by more than 3700 vehicles.
Once the endorsement was pitted, there may be accidental factors, but the invited spokesperson has been continuously "planted", and Dongfeng Nissan is really a bit unlucky!
Car brands looking for spokespersons, in addition to meeting the traffic demand, reasonable price and hard indicators such as tonality, should also investigate soft indicators such as the spokesperson's words and character, daily style and even the existence of "black history".
On the issue of endorsement or promotion, the recent luxury brands Rolls-Royce and Mercedes-Benz have also frequently made mistakes. And the case of three consecutive endorsement failures must have also sounded the alarm for Dongfeng Nissan.