With this year's Spring Festival hit movie "Flying Life 2", FAW Audi has added a touch of color to the Chinese auto market, which was originally flooded with the first war.
Not to mention one of the classic life quotations, the constantly flashing vehicle protagonist Audi A3 also brings a strong shock to the viewers, when Zhang Chi drove the Audi A3 rally car to the finish line, the moviegoers were bloody, and they really felt the excitement of Audi A3 in advance.
In fact, this is the effect that FAW Audi wants. From the product to the brand, the high-profile marketing of the brand is realized on the unified value concept.
As one of the top films, "Flying Life 2" showed a hot momentum as soon as it was released, and finally won the second place at the Spring Festival box office. In this regard, many people believe that the box office success of "Flying Life 2" has given FAW Audi a good opportunity to show itself, and even said that FAW Audi has won many battles in cross-border marketing, and almost never disappoints.
And that's exactly what happened. In the past few years, from the Audi Q Campaign, the RS track to the station wagon family's double-sided life journey, ice and snow experience, from the brand's co-branded Dakar Rally and other events, from joining hands with Ma Weidu and Andy Lau to create Yingjie master classes to visiting German factories with Nicholas Tse and Zhang Junning......FAW Audi has been continuously exploring the connotation of the brand's luxury value, allowing consumers to understand FAW Audi's luxury brand experience through marketing.
The biggest difference in FAW Audi marketing is this, compared with BMW, Mercedes-Benz and other luxury brands, its marketing strategy can not be said to be much, nor can it be said how in-depth, but from the market feedback, consumers seem to have a higher acceptance of FAW Audi marketing. Perhaps this is another kind of "people-friendly" marketing, after all, the broadest masses of people are the main consumer group of automobiles.
According to FAW Audi's operating ideas, its marketing pays great attention to the emotional value of users. In all cross-border marketing activities, FAW Audi's main strategy is to gain user attention and participation with highly emotional content by gaining insight into the psychological demands of the new generation of users, and arousing spiritual resonance with users, so as to establish more emotional links.
For example, the Audi A3 in the film "Flying Life 2", what it achieves is a kind of marketing continuity and fit. On the one hand, the characteristics of the Audi A3 are in line with the movie plot of "Flying Life 2", which can jointly interpret the sports genes of the product. On the other hand, as the honorary dean of the Audi RS Driving Academy, Han Han has an inseparable relationship with FAW Audi, and in terms of personal value, he is also a representative of the Audi A3 audience.
More importantly, before "Flying Life 2", FAW Audi unveiled the new Audi A3 Sportback Wang Yibo co-branded limited edition in Guangzhou in November last year, which also raised consumers' attention to this model at that time. Now the focus is on the Audi A3 again, so that consumers can understand the product and achieve a further increase in potential energy.
The A3 is not the main sales model in the Audi family, which shows that even with such high-profile marketing, FAW Audi will not get obvious sales results in this product in the future, but even so, in order to meet the individual needs of users, FAW Audi is currently offering the same livery as "Flying Spur Life 2", which is suitable for Audi A3 Sportback and A3L Limousine models.
What is the purpose of such a "thankless" marketing by FAW Audi?
As we all know, as the automotive industry enters a critical period of competition, the overall consumption environment of automobiles is changing, traffic first, attention first, some surprisingly successful marketing methods, short-term layout seems to be more and more visible.
From a short-term marketing perspective, single-event marketing may be more effective and resonate with users. However, for FAW Audi, which pursues long-term value, long-term in-depth promotion of a certain product and a certain value field can truly gain user reputation.
In other words, FAW Audi is not betting on "Flying Life 2", it is only using this film to remarket its products. This is also the long-termism that FAW Audi has always adhered to at the marketing level. Because in FAW Audi's view, "Flying Life 2" is only part of its long-term marketing, and its success can boost FAW Audi to usher in a good start in marketing in 2024, but if it fails, there will be other marketing events for strategic replacement.
Under such a long-term marketing layout, what reason does FAW Audi have not to go out of the circle? At present, many joint venture car companies are focusing too much on the first war, and want to win a place in the market by blindly cutting prices, but ignore other levels of marketing.
In fact, the more competitive the situation, the more car companies must understand that playing the "marketing card" is the first step, and it is also a key step for car companies to meet the current market challenges. After all, only by successfully converting the passenger flow brought by the marketing link into real customers, can the enterprise have the "right to speak" and continue to play the "service card". Especially in 2024, products and brands can become the "confidence" in the next market operation.
Long-term layout according to market changes is the way for enterprises to develop consistently.
For many multinational brands, this year's challenges are not only market involution, but also the relative slowdown in electrification that needs to be effectively addressed. Fortunately, FAW Audi has always emphasized the coexistence of gasoline and electricity in the past, so when electrification is diluted among multinational car companies, its impact is relatively small, and it can maintain a stable trend in sales scale.
Products, technologies, and markets are difficult to become effective means for car companies to compete in the Chinese market. In this regard, FAW Audi also realized that the future development must maintain its own rhythm, and constantly practice its own "long-termism" in product layout and value concept. At the same time, it is also necessary to carry out marketing and refined user operation in the whole process on this basis, which is the development strength that luxury brands and even every automobile company should build.