Shima-kun says
The World Cup in Russia has been in full swing for a week, and it has been a summer feast for the fans. As the schedule progresses, big teams such as France, Argentina, Germany, and Brazil have played one after another, and the attention has been high.
Such a high-profile World Cup is undoubtedly also a brand arena for global enterprises, and it is a shortcut for enterprises to achieve brand value and overtake in corners.
Author: Dong Qian.
Source: Zhenghe Island.
As the exclusive all-** broadcaster in Chinese mainland, CCTV National Television's position is unshakable, and it has high-quality World Cup content copyright resources, which is undoubtedly the best choice for brand advertisers.
Judging from the CCTV live broadcast in recent days, the current advertisements of this World Cup are all big brands in the industry, and the advertising films are well-made and full of creativity, and they pay more attention to the dissemination of brand values. Compared with previous editions, the brand value of this World Cup advertisement has reached a new high, and it is the best World Cup advertisement in decades!
All big names grab scarce resources and portray a better life.
In the real estate industry, it is rumored that the three most important elements of buying a house are "location, location, and location". This sentence is placed in advertising communication, and when brands advertise, they always look at "rank, rank, or rank", and CCTV's live broadcast of the four-year World Cup gathers the attention of fans all over the world, which undoubtedly represents the most scarce advertising resource segment.
Brand-conscious advertisers are looking to capture the scarcest inventory in World Cup marketing. In this World Cup, all the brands that appeared on the CCTV live screen were top brands in various industries, mainly involving dairy, mobile phones, automobiles, Internet, alcohol, beverages, home appliances, sports, operators and other industries.
Among them, Mengniu, vivo, and Hisense are the official sponsors of this World Cup, in addition to forming a large-scale alliance with FIFA, they also choose to continue to increase CCTV World Cup advertising, seeking to maximize brand communication.
Among the three, Mengniu won the exclusive special broadcast rights of CCTV's "I Love the World Cup", and Mengniu Chunzhen also enjoyed the advertising rights and interests of the whole audience "wonderful playback", which has a very high gold content, high frequency, strong content attraction, and is easy to cause the audience to have a pleasant experience;
vivo exclusively named the "I Love the World Cup" column, enjoying the large screen display in the studio, the virtual advertising presentation now, the World Cup mascot costume logo and other advertising spaces, and the vivo logo also appeared in the upper right corner of the screen in the form of a corner mark during the live broadcast of the event, achieving a high brand image;
Hisense titled the "World Cup Dream Team Selection" column, and received sufficient attention before the game.
Brands in the automotive industry occupy an absolute advantage in terms of quantity, and the surging speed and passion in the free gallop complement each other with the World Cup, including BMW, Beijing Benz, Lincoln, SAIC-GM, Great Wall Wey, FAW-Volkswagen, SAIC-Volkswagen, Dongfeng Nissan, Dongfeng Honda, Chrysler, Brilliance Zhonghua, Dongfeng Yueda Kia and many other big car brands, so that the audience can enjoy the visual experience of watching the luxury auto show while watching the advertisement.
In addition, there are other mobility-related brands such as Yadea, a regional sponsor of the World Cup, and Michelin, a well-known tire brand.
The number of Internet brands is second only to automobiles, including Uxin second-hand cars, 58.com transfer, Pinduoduo, Lianjia, BOSS Zhipin, Mafengwo, Zhihu and other Internet companies, which have been established for a relatively short time but have grown rapidly compared with traditional enterprises.
In addition to vivo, mobile phone brands also include its sibling OPPO and Xiaomi, which focuses on fan culture. These three companies are all leaders among domestic mobile phone brands, ranking among the top four in China's smartphone shipments and market share in the first quarter of 2018, and Huawei, which ranks first, is a selected company in CCTV's "National Brand Plan". These four companies not only have a large number of users in China, but also have significant growth in overseas markets.
In addition, the CCTV World Cup also brings together top brands from many other industries, from various fields related to life, to select big brands for consumers to help consumption upgrade and people's better life, including leading dairy brands Mengniu and Yili, beer brands Budweiser and Tsingtao Beer, beverage brands Coca-Cola and Dongpeng Special Drinks, home appliance brand Hisense, sports brand Adidas, operator brands China Unicom and China Telecom.
Grab scarce ad inventory.
All walks of life compete for beauty.
In addition to seizing the scarce advertising resources of the World Cup, the good communication effect of major brands is also inseparable from their advertising creativity, which has its own characteristics, and each industry also has its own distinctive characteristics.
1.Beer: Tsingtao Beer's "Crust Movement" creates a carnival scene that fits the atmosphere of the World Cup.
Tsingtao Beer's advertisement cleverly plays into the concept of the earth's crust in motion, with images of seasides and cliffs, and all kinds of enthusiastic people gathering together to look like a duel and a carnival. As people raised their feet to shoot the soccer ball into the sky, the seven tectonic continents were reconnected.
The enthusiastic cheers in the background of the film and the crispness of beer touching the bottle are intertwined, which not only shows the natural connection between beer and watching football, but also contains the image of the World Cup connecting the whole world.
2.Internet: Brisk + high frequency is an effective brand ** operation.
Internet brands have adopted a more brisk and concise style, supplemented by classic and repetitive forms of presentation to deepen the brand impression. While some of the ads are presented in a controversial format, they further amplify their effectiveness.
The main advertising of the hornet's nest is "go to the hornet's nest before traveling", and through Tang Seng's repeated and deliberate interruptions, this advertising slogan was unconsciously imprinted into the hearts of the audience. Pinduoduo uses magical advertising songs to bring the earworm effect to the maximum.
3.Automotive: The editing is dynamic and breaks through the convention, highlighting the brand proposition of sports struggle.
Most of the car brand advertisements maintain the usual dynamic editing style, and the car image is matched with style elements such as football stars, bicycles, nightclubs, boxing, BMX, etc., to express the vitality vividly. Dongfeng Nissan broke through the convention, directly drove the car to the field to kick the ball in the advertisement, and scored with a flick of the tail and scored with a passionate commentary to leave a deep impression.
The Audi Q5L gets rid of the traditional image of an urban SUV, with a roof and a tailstock bike, and it looks like a liberal outfit when driving through the mountains, which is full of attraction.
4.Mobile phone: Don't talk about the parameters or even don't see the mobile phone in the whole process, which is full of highlights.
Vivo and OPPO mobile phone advertisements go against the routine of traditional mobile phone advertising, not talking about parameters and hardware, but instead focus on declaring brand status and creating suspense.
Among them, vivo made full use of its status as an official sponsor of the World Cup, and featured "This moment, the whole world is watching" and "It's time to bring glory home" in the commercial, echoing vivo's concept of "enjoying the extraordinary".
OPPO does not appear in the whole process, and the attraction of OPPO's new phone to users is expressed through the picture of the star Neymar being attracted by a mysterious woman in the film.
The value concept is highlighted, and the brand ideal is seen through the advertisement.
After talking about creativity, let's take a look at another significant feature of this World Cup advertisement, that is, advertisers are paying more and more attention to the manifestation of brand values and concepts, and see brand ideals through advertising.
1.Mengniu: I'm not born strong, I'm just born strong.
As an official sponsor of the World Cup, Mengniu elevated its advertising vision to the brand's values. The brand's most burning advertising slogan "I am not born strong, I am just born strong" ignited the audience's self-improvement heart;
Mengniu Guanyi Milk "A cup of yogurt can't change the world, but it can make me better", giving people positive power; Mengniu Youyi's sentence "always active and always young" easily expresses the brand's pursuit of health.
2.Lincoln: Adventure is something that is worth repeating.
As a mid-to-large SUV model, the Lincoln MKX is mainly based on "adventure". Is there something boring about a life that is uneventful and never takes risks? Lincoln shows the scene of the vehicle moving forward in the storm and desert in the film, giving people the wild power of sports + adventure, which makes the audience's blood surging and arouses the audience's adventurous spirit. In addition to luxury, the brand is given a richer value concept.
3.Yili: Nourish the dreams of teenagers and achieve world champions.
Remember the dreams of your youth? Everyone has their eyes on the superstar, but Yili has set the protagonist of the commercial as a teenager fighting on the court.
Although Benzema, Kroos, Navas and Llorente were selected to play the four Real Madrid stars, the real message of the commercial is that "today's teenagers are tomorrow's stars", and it also closely links the Yili brand with nourishing the dreams of teenagers.
4.Chevrolet: Those who fight are the ones who really live.
Chevrolet's two commercials are equally brilliant, the most direct of which is the phrase in the Camaro advertisement, "Those who fight are really alive." This is not only a testament to Camaro's fighting spirit, but also a tribute to the players who fought the pitch.
5.Dongpeng Special Drink: Fight!
The advertising theme of Dongpeng Special Drink is simple and clear, in a word, "fight"! In recent years, there have been too many "mourning" emotions on the Internet, and the spirit of "fighting" is urgently needed to inspire. Fighting strength, fighting state, fighting belief, this concept coincides with the values conveyed by the World Cup, and also fits the spirit of the times.
CCTV innovated the form of advertising, and the title of the section was "moisturizing things silently".
The above-mentioned advertising creativity and value delivery can play a role in amplifying the effect in communication, and for scarce resources such as World Cup advertising, the innovation of the platform is an important way to maximize the advertising effect.
In the live broadcast of this World Cup, CCTV innovated the form of advertising display, cut the important live broadcast columns into sections, and authorized different advertisers to title them, which not only expanded the title display space, but also strengthened the relevance of the brand and the content of the column, and implanted it in the hearts of the audience.
Therefore, you can see in this World Cup,vivo title "Now debut"、Hisense title "World Cup Dream Team Selection"、Uxin title "Event Preview", Xiaomi title "Absolute Superstar", Budweiser title "Best Player", etc.,Make more reasonable use of the scarce advertising resources of this top event,Greatly optimize the communication effect of advertisers。
The data shows that the CCTV multi-terminal ratings of this World Cup have reached a new high. On June 15 alone, the total number of cross-screen viewers reached by CCTV's World Cup broadcasts and reports across the country reached 62.9 billion times, brand owners have also obtained an excess**, and brand communication has reached a large number of people.
There is only a five-hour time difference between the World Cup in Russia and China, which is the same time for Chinese fans since 2002"Most friendly"'s World Cup, the viewership of the follow-up games has considerable room for imagination.
Big event, big platform, big brand, big idea, this CCTV World Cup live broadcast of the advertisement can be described as the best ever.
Taking advantage of the east wind of this World Cup, the big brands that landed on the CCTV World Cup live broadcast are sincere and creative, creating advertising blockbusters that are in line with the sports spirit of the World Cup, and with the innovation of the CCTV World Cup advertising form, the big brands will fly with the wind and accelerate the fast forward.