Paris 2024 Olympic Games
There are still two months to go
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Mengniu uses a set of TVCs with silky transitions
It announced two major events of the year at one time
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Running, skateboarding, rock climbing, breakdancing, BMX.
Especially in the latter four sports, which are becoming more and more popular among young people, you will see the best players from all over the world compete for a direct ticket to Paris during the two-day Olympic Qualification Series that kicks off in Shanghai.
And Mengniu also took advantage of this event to launch the above set of TVCs with silky transitions.
At the same time, it can also be seen inside that before the official start of the Paris Olympics, it announced two major events at one time.
These two major events, in the case of the TVC, are directly said in the copy:
One points to its brand identity in the Olympic year, and the other points to the product role it wants to strengthen in the Olympic year.
Brand identity
Olympic Global Partner
Check out the list of global partners for this year's Paris Olympics and you'll find two brands from China.
One is Alibaba, and the other is Mengniu.
Among them, Mengniu is also the only Chinese FMCG brand among the 13 top partners in the world for the Paris Olympics.
Although it is not yet known how much attention will be on Paris at that time, according to a previous survey of Olympic spectators:
18.68% of viewers have not stopped watching the Olympics since they tuned in for the first time in their lives.
Among them, more than 50% of 18-24-year-old viewers have watched 2-3 Olympics in a row; Most of the middle-aged and elderly people aged 41-60 have watched more than seven consecutive Olympic events.
In other words, the Olympics not only allow people to develop the habit of watching the games continuously, but also its viewing user groups can reach all ages.
And throughout 2024, the Paris Olympics are also one of the few relatively deterministic traffic pools.
As a non-sports brand, Mengniu needs to solve the primary proposition of how to convert the audience's attention to the event into brand attention after unlocking the status of a global partner of the Olympic Games.
It can be seen that in the first set of 15-second TVCs, Mengniu has already given an answer to this proposition.
In terms of transition design, it uniformly transitions the camera's attention from the professional arena to the scene of daily ordinary people's sports.
This lens design seems to say that in the next Olympic communication cycle, Mengniu will continue to use its brand identity as an Olympic global partner to switch and communicate with consumers in the national sports scene.
Product Personas
A partner in your daily exercise
If you're paying attention, 2024 and the next few years will be a year of both internal and external learning for many people.
People will rebuild their mental order and find a new self inward, and they will also look outward to get close to the air of the natural wilderness and explore the next track.
In the process, it will become more and more a consensus to get yourself moving, or to exercise a stronger body to meet the unknowable future.
For example, in the past two years, hobbies such as hiking, mountaineering, diving, rafting, rock climbing, skiing, river tracing, and road cycling that originally belonged to niche groups have become outdoor sports that the public has increasingly participated in can also be perceived.
This year's Olympics in Paris may not necessarily excite you, but the invitation to go to the mountains around the city and blend in with the neighborhood will make you more excited than ever.
Therefore, it is natural and imperative for Mengniu to strengthen its brand identity as a global partner of the Olympic Games, and at the same time integrate the brand marketing direction into the national sports and support the whole people to be strong, and build the product role into a partner and nutritional supplement for people's daily sports.
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Mengniu products are integrated into the daily sports series poster
In addition, judging from a series of recent actions of Mengniu, in order to allow more people to perceive that Mengniu's products can accompany people when they are exercising, it has begun to land and layout.
For example, in the Olympic Qualification Series Park in Shanghai, it has specially created a young and trendy sports block, where spectators can experience the excitement of skateboarding while obtaining nutritional supplements from Mengniu products.
At the same time, it also announced the signing of Jia Ling, who has both national popularity, love fitness and public affinity, to become its brand spokesperson.
Those who are impressed should remember that in 2022, Mengniu had a series of agile on-the-spot responses and precise marketing actions in the field of sports marketing.
Women's Asian Cup "The First Reward for the Chinese Women's Football Team to Win the Championship", Beijing Winter Olympics "Taking advantage of Gu Ailing Winter Olympics to win gold", and the World Cup final "Don't panic at all tonight......
Presumably, after announcing these two major events this time, Mengniu has also prepared a lot of back-ups for the upcoming 2024 Paris Olympics.
The game in the arena is exciting, and the card position in the marketing war is also worth looking forward to.