The Beijing Winter Olympics are in full swing. In the past two weeks, this international sports event has contracted the hot search list of major platforms. Whether it is the performance style that amazed the world at the opening ceremony, or the Olympic youngsters who cut through thorns on the field, or the ice piers of peripheral commodities that are "difficult to find" across the country, they have attracted great attention.
In the era of traffic, such a high degree of popularity has naturally become the best stage for brand marketing. For now, almost all car companies have taken action. From brand endorsement to poster promotion, everyone wants to ride on the East Wind of the Olympic Games. However, although the opportunity is great, there are not many that can be grasped, and it is common to catch up with the heat that is said to be hard to rub.
Therefore, for brands, how to find a point that fits with themselves between the "Olympic spirit" and "champion traffic" seems to be the key to success. At this Beijing Winter Olympics, these car brands gave a good answer.
SAIC-GM
"Bet" on young athletes in advance and witness the birth of "top stream"
On February 8, with Chinese athlete Gu Ailing winning the final of the freestyle skiing women's big jump at the Beijing Winter Olympics, the 18-year-old instantly stepped into the spotlight of the world.
In addition to her excellent performance in the Olympic games, this talented girl born in California, USA, has the identity of Stanford Academic Bully, excellent talent, her own diligence, super high appearance and absolute strength, all of which make Gu Ailing an absolute "top stream" in this Beijing Winter Olympics.
The birth of "top stream" will surely give a huge voice to the brands that bet on it before. As early as last September, CADILLAC, a brand owned by SAIC-GM, announced that freestyle skier Gu Ailing was appointed as the spokesperson for the Cadillac brand. There is no doubt that this Beijing Winter Olympics, with Gu Ailing's victory, Cadillac also enjoyed countless halos.
Super high exposure, champion's aura blessing... Is all this just because the "bet" succeeded? In fact, it is not, as early as before, SAIC-GM gave the reason for choosing Gu Ailing as a spokesperson: "Gu Ailing broke the stereotype of women engaged in skiing with actions, and its characteristics coincided with the brand proposition advocated by Cadillac that 'all greatness comes from a brave beginning'." ”
Therefore, the reason why Cadillac can become a marketing model in this Winter Olympics is more important to find the point that fits with its own brand. The so-called "good vision" is also a kind of strength.
In addition to Gu Ailing, in October last year, Buick, another brand owned by SAIC-GM, also announced That Chinese snowboarder Su Yiming as the "Buick Ice and Snow Ambassador". At the Beijing Winter Olympics, Su Yiming, who is only 17 years old, won the championship of the winter olympic snowboarding men's big jump, and with it, the Buick brand endorsed by him has gained countless exposure.
For SAIC-GM, the spokespersons of its two brands both won the olympic championship, for which Buick and Cadillac also made a dream linkage, officially known as "this gram, triumph", once again pushing the heat to a climax. And these two young athletes, one is China's strongest double board, the other is China's strongest snowboard, directly pulling the young sports attributes full, which also injects new vitality into the rejuvenation of the general brand.
Toyota
Providing more than 2,200 Winter Olympic cars at a time, the "hero behind the scenes" deserves it
If Cadillac is the "bright star" in front of the screen of this Winter Olympics, then behind the big screen, Toyota is the "behind-the-scenes hero" who works silently. As the only auto company among the global partners of the Beijing Olympic and Paralympic Games, Toyota also has a lot of exposure, but it is actually more "personally" in support of the Winter Olympics.
As we all know, this Winter Olympics is in the epidemic period, and as an international conference, the overall operation must involve many regions, and in this closed-loop process, the connection of personnel has become difficult. At this point, Toyota took on this heavy responsibility. In this Winter Olympics, Toyota provided more than 2,200 event service vehicles, including Toyota's hydrogen energy "Second Generation Mirai", which was first used in China on a large scale, the "Costa Hydrogen Engine" developed for the conference, and a variety of BEV and HEV models.
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 passenger cars and 85.84% of all vehicles, becoming the winter Olympic Games with the most clean vehicles in history.
At the technical level of new energy vehicles, Toyota can be said to have been at the forefront of the industry. Through the Winter Olympics, whether it is various types of new energy models or forward-looking technical experience, Toyota has demonstrated its car-making heritage and responsibility as a veteran car company, which has also made a good preparation for the promotion of new energy vehicles in the future.
FAW-Volkswagen Audi
Insist on helping the national short track speed skating team for 8 years
Where there is snow and ice, there is "quattro"
Unlike Cadillac, which chose brand endorsers and Toyota to provide cars for the Winter Olympics, FAW-Volkswagen Audi appeared at the Beijing Winter Olympics as a sponsor of the Chinese national short track speed skating team. Moreover, unlike the previous two, this is the 8th year that FAW-Volkswagen Audi and the Winter Olympic national team have "bonded".
In fact, as early as 2015, when Beijing successfully bid for the Winter Olympics, Audi had already set its sights on ice and snow sports on the mainland. At that time, FAW-Volkswagen Audi announced its sponsorship of five core winter sports national teams: the Chinese National Figure Skating Team, the Short Track Speed Skating Team, the Freestyle Skiing Aerial Skills Team, the Snowboard U-Track Team, and the Alpine Skiing Team.
Although it was "married" to the Winter Olympic national team 8 years ago, in the bones of Audi, it has always had the gene of mainly playing ice and snow sports. I believe that many people have heard such a sentence: "Where there is ice and snow, there is quattro". As the technical identity of the Audi brand, the quattro four-wheel drive system has always been known for its excellent stability, and with the blessing of the quattro, Audi's models generally have good sporty performance.
Through the Winter Olympics, Audi's quattro and the ice and snow of the Winter Olympics are closely linked, which not only enhances the brand exposure, but also makes its powerful ice and snow sports genes leave a deep mark on the hearts of users. Taking advantage of this opportunity, Audi has also launched a number of ice and snow sports models including A4 allroad, Audi A6 allroad, Audi Q7 and Audi Q8, and the fit with ice and snow is directly full.
It is not difficult to see that the brilliance of FAW-Volkswagen Audi in the Winter Olympics is not accidental, the creation of a brand is not achieved overnight, and the infinite scenery on these stages is only the result of countless efforts under the stage.