Text/ Huang Mengting
Editor/ Guo Yang
The Chinese women's football team defeated South Korea and rushed into the Olympic Games, and for a while brushed the major media. In the year of the postponement of the Olympic Games, the athletes' waits were renewed by another 365 days. These days, day after day of training and waiting, has undoubtedly become a daily routine for athletes. At this time, a short film of 5 minutes and 23 seconds vividly explains what "persistence is gold".
As soon as this short film was launched, it instantly ignited the hearts of the public, allowing the public and athletes to breathe and share the fate and feel the power of sports. With that thick voice, accompanied by Han Han's lyrics, a silent and untold sports story was revealed. Here, there may be no sports stars, no famous scenes, only countless moments of silent persistence composed of moving stories, and thus build a "customized" Olympic marketing paradigm.
Directed by Han Han, produced by Jin Dian, co-produced by Tencent Sports and Tingdong Pictures, "Echo" touched users with the beauty of sincere sports, and expressed through sports stories: everyone has a trough moment, but persistence and inner desire for extreme challenges are the driving force that pushes you forward.
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Why do music short films that convey the beauty of sports brush the screen?
Whenever the Olympic Games come, video advertising will become a must for major brands. From consumers to marketing peers, they are looking forward to the best films in the industry. So, on the 100-day countdown to the Tokyo Olympics, we witnessed the scene of Jin Dian and Han Han's cooperation in the music short film "Echo".
After watching the short film, netizens had endless feelings and humanity: "Sportsmanship is one of the greatest ideological souls of mankind, and han Han's works show humanistic feelings that are highly consistent with the spirit of sportsmanship." Some netizens also commented: "Under the delicate and powerful singing performance of Na Ying, it conveys a warm life experience."
In "Echo", Han Han himself is not only the director, screenwriter, but also one of the actors involved. Fading the aura of the original traffic, Han Han stood back to his starting point - a former sports student, an active racing athlete and an elite runner.
"Hard work and perseverance, abandonment and relief are all the beauty of sports, and they are equally moving." This is a sincere answer sheet for the middle-aged Han Han to pay tribute to the beauty of sports.
Han Han, an elite runner who is now active in the public eye
Han Han revealed on Weibo that the inspiration for the production of "Echo" came from Liu Hong, the Olympic race walking champion in the film who is about to turn 34.
As an elite runner, 38-year-old Han Han ran 17 minutes and 31 seconds in 5 kilometers, reaching the national third-level athlete (17 minutes and 40 seconds) standard. Han Han's speed was good enough, but it was still difficult to surpass Liu Hong's race walking pace. That's the power of professional focus and dedication.
In the past, Liu Hong has succeeded countless times on the field, but when she climbed to the top, it coincided with a one-year delay in the Tokyo Olympics. You know, as a veteran, waiting for an extra year is full of crises: the risk of physical decline, the test of being a "mom player", the fear of the future... And when she got her Olympic ticket, Liu Hong once again proved to people: "No one can make me stop, this is a journey of waiting and waiting."
And this has also become the source of inspiration for Han Han.
Rio Olympics women's 20 km race walk champion Liu Hong
In the world of sports, the most important thing is persistence. So Han Han used sports as an entry point, and together with 5 sports figures, including Liu Hong, recorded the state and mentality of persistence.
After the short film was filmed, Han Han always felt that something was missing, so he invited Na Ying to sing, with his own words and Qian Lei's composition, and finally had the shock and touch of the musical short film "Echo". After the short film was launched, it happened to meet the final of "Sister Riding the Wind and Waves 2", Na Ying chose to perform this "Echo" on the final stage, expressing her own unrestricted persistence and pursuit of life.
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"Persistence is gold" pays tribute to sports and life, igniting the brand temperature
In "Echo", instead of choosing the popular football basketball, it cleverly picked six relatively niche sports. The protagonists of the story are professional athletes, as well as ordinary people who just love sports, and the variety of character choices undoubtedly closes the distance between the audience and the story.
At the same time, they all have a common experience, and that is doubt. Everyone who loves sports has to practice day and night to get rewarded, but every time they practice, they will inevitably waver - "What is the meaning of countless practices", this cry from the heart has always lingered.
Liu Hong, who practices racing walking through the jungle, Lang Ge, an athlete who swings a pulp board on the seawater, Zhou Keqiang, an athlete who tries his best to pedal a bicycle on the uphill road, Han Han, who sits on a racing car and practices diligently, Xu Mingze, a 12-year-old boy who stands on the roof and practices tennis, Wang Xiaoyue, a 9-year-old girl who constantly swings a bat at an abandoned construction site... While practicing, while doubting, what can sustain them is the desire that they still love in their hearts.
Echo poster of 6 sports people
All of this proves the reasons that support sports people to continue to persevere, explains the power of sports, and 6 sports figures with different experiences have enriched the sportsmanship of "persistence is gold" and given people the courage to live seriously.
The epidemic has disrupted the lives of sports people, postponed and cancelled one game after another, and people are waiting for the exciting sports competition to return and awaken the endless vitality of life. In "Echo", Han Han also hopes to convey some warmth and the strength to get up from the trough, sports, is such an indispensable force.
Friends or sports are the forces that pull people out of their troughs
The "persistence is gold" conveyed by "Echo" is in line with the brand concept of "insisting on organic life" that Jindian has always been. As a fine collection of the Beijing 2008 Olympic Games, Jindian has cooperated with the Chinese sports delegation for many years and has become its designated dairy product, interpreting the brand concept with the beauty of sports this time, and finally achieving the brand aesthetic output of "moisturizing and silent".
Kryptonian reporters understand that the reason why Jindian was able to successfully reach cooperation with Han Han was inseparable from the efforts of Tencent Sports. On the basis of insight into the needs of Jindian customers, Tencent Sports promoted cooperation between the two sides, and gave enough support to Han Han's team in terms of content form, and finally presented such a short film with temperature and power. Up to now, the short film has been played more than 60 million times on the whole network, and the number of visits to the brand WeChat Mini Program has exceeded 1.19 million in the two days of its launch.
The popularity of such a blockbuster Olympic marketing short film also enlightens sports marketers: in the context of the European Cup and the Tokyo Olympic Games, telling sports stories well and finding the spiritual core similar to between brands and sports is the basis for touching people's hearts.
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Insight into brand marketing needs, Tencent Sports creates a new model of content customization
Tencent Sports, which has just officially announced the copyright of the Chinese Super League, has a wealth of sports event copyrights, high-quality athletes/team resources at home and abroad, top hardware and live broadcast teams. In the past few years, Tencent Sports has also created high-quality sports and entertainment cross-border IP such as "Supernova Games" and "Super Penguin Alliance", with rich offline scene resources and execution experience.
Relying on the professional platform capabilities, Tencent Sports can deeply understand the target users according to the current sports hotspots and backgrounds, match the corresponding resources, combine the appropriate sports scenes, and use the appeal of sportsmanship to create differentiated customized marketing solutions for partners, present multiple values for users, promote effective communication, activate brand sponsorship rights, and ultimately help brands enhance positive value.
The cooperation× between Han Han × Tencent Sports, which is a new way of playing brand customized content cooperation, providing a sample of telling a good brand story with sports content. At the same time, it is innovatively presented in the form of music short films, and under the dual enjoyment of visual and auditory, it evokes more user emotional resonance and successfully creates a stronger brand volume.
Even though they knew it was an advertising short, countless people still saw the end and sent their own comments and retweets with one click and three times because of their emotional resonance.
Sports, like life, are inevitably low, but sports have the warmth and strength to soothe people's hearts. In the face of industry changes under the epidemic, Tencent Sports still moves forward with faith, and continues to ride the wind and waves in the entire sports marketing market with customized services.