The Paris 2024 Olympics are destined to be a big year for sports marketing.
I believe that many brands have begun to prepare for how to take advantage of the Olympic Games to make their brands move to a higher stage.
How to do a good job in Olympic marketing? Some of them are the main ones who are surprised, some who have a long-term layout, and some who wait for the right time......
No matter what kind of way to take advantage of the situation, the most important thing is not to create hot spots out of the circle, but to find a suitable communication path for yourself.
Here, Mengniu is definitely an excellent sample. Give full play to the current resource advantages, refine a core strategy, and better inject the Olympic spirit and energy into the brand.
1.
With five motion scenes, zoom in on a concept
Olympic marketing is a brand competition, and everyone shows their talents. The best way to get a medal is to choose a track that you have the most advantage in.
In the matter of brand sponsorship, Mengniu has made great efforts.
In order to better convey the official identity of the Olympic Games to consumers, Mengniu staged an advanced communication from strategy to creativity.
First of all, strategically, the concept of "Global Partnership" was launched, distilling Mengniu's Olympic sponsorship into a special ICON.
As mentioned in "Differentiated Marketing Ideas", the concept is to process a lot of information into something new, which can be better remembered and disseminated.
With so many Olympic sponsors, how can you make your brand stand out?
Mengniu's concept of "global partner" better fits the current communication context, creates brand identity differences, and occupies users' minds in advance.
This is also Mengniu's first C-end communication after having the official status of the Olympic Games. Under the big topic of the Olympics, it brings a first impression experience to users.
I have to say that Mengniu's first step was very strategic, and built a content framework for the follow-up Olympic marketing.
Secondly, in terms of creativity, Mengniu used a short film to amplify this concept through five sports scenes.
In the past, brands simply and directly announced their new identity, but Mengniu used identity as the creative origin and informed users in a more gentle way.
The scenes in this short film are like footnotes, making the concept of "global partner" more concrete, not suspended on words, but permeated by the mass consumer. Mengniu is both a global sponsor of the Olympics and a nutritional supplement for every consumer in China.
As soon as some brands come up, they think that the whole big idea will emerge in the Olympic arena, which falls into a kind of misunderstanding of Olympic marketing.
If any brand wants to gain the love of the public, it must slowly move towards consumers. We clearly understand the relationship between the brand, the Olympics and the public, so that the brand image gradually becomes prominent among users.
Mengniu has taken a very steady step in this step, from far to near, from concept to concrete, and methodically consolidates its new identity to consumers, so that this Olympic identity has become a veritable slogan, resounding inside and outside the Olympic stadium.
2.
Link the Olympic stadium to daily life
There is still some time before the Olympics, why did Mengniu advance the pace of communication so early?
As we all know, early warm-up is an accumulation of brand content, which continuously buries the tipping point for the brand, and is also a better realization of the brand's mental position.
In the 100-day countdown to the Olympics, Mengniu launched the first wave of warm-up posters. This time, Mengniu's communication echoes the opening of the Olympic Qualifying Series in Shanghai, and directly communicates with users about the brand.
It has even created a very distinctive young and trendy sports block in Shanghai Station, where you can learn super cow moves with the gods of the circle and experience the joy of sports together.
Send posters, video official announcements, and create trendy neighborhoods...... These are all routine warm-up actions that serve as a basic informant.
But Mengniu's campaign is quite different, and its understanding of warm-up is even more progressive.
Looking inward, it is not a superficial warm-up, but a heating of life, linking the Olympic stadium to daily life.
In this short film, each of the five scenes has a common text: Mengniu, a global partner of the Olympic Games, and a partner of your sport.
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Going down to disassemble, you can clearly touch the inner path of this campaign.
On the one hand, we use repeated communication strategies to convey and consolidate the brand identity of "global partner". Mengniu's first entry into the Olympics did not talk too much about the Olympic spirit and exaggerate the emotions of the public, but returned to itself and found its own positioning.
In my opinion, this identity is like a framework. With this framework, more Olympic content can be carried and filled into it, so that Mengniu's image can better stand on the entire Olympic field.
On the other hand, with the help of ingenious creative expression, the idea of warming up for this Olympic Games was sublimated.
"Yes...... It is also the juxtaposition of the sentence, which points to the theme of Mengniu's Olympic marketing this time, to advocate national sports and advocate that the whole people should be strong.
In terms of visual images, the design language of seamlessly switching the Olympic events to daily scenes is also a further refinement of the core strategy of "sports for all".
Under this theme strategy, Mengniu also signed a contract to officially announce Jia Ling as the brand spokesperson. With the help of Jia Ling's tone and her story, the brand's brand understanding of the Olympic Games is conveyed to the public.
The Olympics have already started in our lives, and we are in your daily yoga, walking your dog, and running for life...... Be strong in your own way, and ordinary people can win their own medals.
It is worth mentioning that in this national movement, Mengniu is not only an advocate, but also a partner, with better products to support us to go further and run faster in the field of life.
Therefore, it can be seen that in Mengniu's short film, each sports scene has a corresponding product as the content to undertake.
It is not just a simple product exposure, nor is it just an invitation to the corresponding spokespersons of the product, Wu Lei, Tang Wei, and Wang Yibo, to dub and implant, but to let each product have its own role in life, so that Mengniu, a sports partner, can truly land.
In the marketing of sports feasts, it's easy to indulge in brand statements.
However, only when the field enters life and the product is integrated into daily life, the brand slogan will not be reduced to an empty word, but can it become a specific and profound brand view, so as to grow in the hearts of users.
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Finally, back to the topic of Olympic marketing mentioned earlier, how to clarify the relationship between the brand, the Olympics and the public.
In the environment of Olympic marketing, creativity emerges in an endless stream and brand expression is diverse, but what the public can remember must be closely related to life.
Therefore, Mengniu has come up with its own solution to the problem: use the concept to create the identity difference of the brand, and use the product to connect the daily life scene, so as to consolidate the positioning of this "global partner".
With "Global Partners" as the creative entry point, and then "Sports Partners" as the foothold of life, we will complete a unique Olympic communication.
From this point of view, Mengniu does not have an additional Olympic identity, but rather an additional brand partner in our daily life.