For major brands, the 2022 Beijing Winter Olympics, which is in full swing, is naturally a rare marketing node!
Especially whenever a Chinese athlete wins a medal, Xiaobian's circle of friends will be brushed by the congratulatory posters of various car companies without exception. Compared with this simple way of rubbing hot spots, in fact, some car companies with unique vision have already made an advance layout for the marketing of the Winter Olympics.
SAIC-GM: Successfully bet on Ailing and Su Yiming
The best way to market for the Winter Olympics is to focus on athletes, and the hottest in this Winter Olympics are Su Yiming and Gu Ailing.
Up to now, they have all won 1 gold and 1 silver, and have been on the hot search several times, and the latest hot search number is "Su Yiming's agent refuses 100 endorsements every day", behind this slightly exaggerated figure is the huge commercial potential of this 18-year-old teenager.
The two athletes are the spokespersons for Buick and Cadillac, respectively. It can be said that in the choice of spokespersons for this Winter Olympics, SAIC-GM has become the biggest winner.
Su Yiming has served as the "Buick Ice and Snow Ambassador" since October last year and has become the spokesperson of the SAIC-GM Buick brand. Its youthful and energetic image and life attitude without fear of challenges coincide with the slogans of "afraid of what wind and snow" and "driving ice and snow into fearlessness" delivered by the Buick brand during the Winter Olympics.
Cadillac signed an endorsement contract with Gu Ailing as early as September 2021, making it the model spokesperson for the XT4 and XT6. Gu Ailing is not only highly skilled in skiing, but also his enterprising spirit is very much in line with the tone of cadillac's brand. Once again, it confirms Cadillac's saying: "All bravery comes from a brave beginning." ”
With the continuous improvement of Gu Ailing's attention, Cadillac's brand traffic and favorability are also constantly improving, which has played a multiplier communication effect.
FAW-Volkswagen Audi: Eight years with the Chinese short track speed skating team
Up to now, the Chinese national short track speed skating team has won two gold, one silver and one bronze at the Beijing Winter Olympics, which is one of the most concerned competitions, and as a sponsor FAW-Volkswagen Audi has naturally received a large number of exposure opportunities.
In fact, as early as the successful bid of Beijing to host the Winter Olympics in 2015, Audi set its sights on ice and snow sports. In one fell swoop, it sponsored the Chinese National Figure Skating Team, the Chinese National Short Track Speed Skating Team, the Chinese National Freestyle Skiing Aerial Skills Team, the Chinese National Snowboarding U-Shaped Track Team, and the Chinese National Alpine Skiing Team.
Toyota Motor: Daxiu new energy, hydrogen energy strength
As a car sponsor of this Year's Winter Olympics, Toyota provided 2,200 new energy vehicles, including the second-generation MIRAI, an FCEV model that Toyota has put into large-scale use in China for the first time, clean energy vehicles such as costa hydrogen engine, Yize E jinqing and C-HR EV specially developed and designed for the exchange, as well as hybrid models such as the new RAV4 Rongfang dual engine, Willanda dual engine and Camry dual engine, and an autonomous pure electric service car E-palette Winter Olympic version.
In fact, when Toyota released 15 new energy vehicles in one go last year, the industry would still have some doubts. But with the help of the Winter Olympics, Toyota not only demonstrated its strong technical strength in hydrogen energy and electrification, but also made people look forward to the upcoming bZ4X.
Red Flag: Gold medal athletes will receive a Red Flag H9
Another player who plays with the marketing of the Winter Olympics is the Hongqi brand. Even before the opening of the Winter Olympics, Hongqi announced that it would continue the policy of giving away Hongqi cars to medallists at last year's Tokyo Olympics.
At the Winter Olympics, Hongqi will present Hongqi H9 cars to Chinese athletes who have won gold medals, and Chinese athletes who have won silver and bronze medals will be given the right to use Hongqi H9 products.
In addition, 120 Hongqi H9 and HS7 models were fully involved in the activity guarantee outside the Winter Olympic Games, providing top driving support for athletes.
In our view, as the representative of the luxury flagship of Chinese brand cars, Hongqi H9 can not only win more exposure through deep bundling with top athletes, but also win word of mouth and market influence for the brand, and further consolidate the high-end image of the Hongqi brand.
FAW Toyota: Short video replay of the wonderful moment of winning the card
FAW Toyota, through the cooperation with the authoritative platform, to create the "Winter Olympics of the Ice and Snow Harvest Year", through the implantation of its Asian Dragon, Asiatic Lion, Corolla Ruifang and other models, to witness the chinese Olympic athletes to win the medal, through the replay of the wonderful links of the competition, as well as to show the winning moment, let us intuitively, clearly and quickly watch the Winter Olympics from the opening to the wonderful events, it is a kind of innovative marketing.
Red dot observation:
The reason why car companies are keen on the marketing of the Winter Olympics is, on the one hand, to seize the hot spots and attract attention; on the other hand, it is also because the ice and snow sports itself has higher requirements for speed and skill, and can more intuitively match the functions and selling points of automobile products, coupled with the special preference of young user groups for ice and snow sports. Therefore, for car companies, whether it is to promote brands or products, this Winter Olympics is a rare marketing opportunity.