Four cities are surprised by the "green grass blue sky" subway train, Wanhe World Cup marketing re-enlargement
On the court, the fierce battle for the World Cup has officially started. On the 14th, Russia won Saudi Arabia 5:0 to win the World Cup; then Portugal C Ronaldo "wearing a hat" to ride the Savior, 3:3 draw with Spain; Messi The team led by him launched a "attack and defend" matchup with Iceland, and the 1:1 level of results made the suspense of "the group of death, who can qualify".
Under the arena, the brand battles between major companies are also in full swing. Hisense and his TV, Mengniu and his milk, Vivo and his mobile phone, continue to ferment along the World Cup. Especially in the field of China's home appliances, Wanhe, Midea, and TCL's major brands have become a feast of the carnival outside the World Cup.
The subway line of Beijing Line 4 has changed greatly.
On June 14th, the day when the World Cup officially began, the subway line of Beijing Line 4 changed greatly, and the carriages were filled with the enchanting scenery of “Wanheâ€. The ground in the carriage turned into a green football field, and the roof was replaced by a blue sky with white clouds. Mr. Messi and his teammates were running in the background of the green grass and blue sky. With the enthusiasm in the carriage, the words "Wanhe joined hands with Argentina in the World Cup" were warm and eye-catching.
And the strength of Wanhe's four major products and the strength of the four handsome guys in Argentina, people can not help but can not help. "Look at whether you are attracted, or my feet are strong", "Whether you are hot or fast", "Is it your temperature is steady or I am holding the ball" and other creative copy is easy and interesting, let people inadvertently Just remember the product.
Through the subway line 4 running through the north and south of Beijing, the daily traffic has reached hundreds of thousands of passengers. Every urban person who has been riding this bus has seen the strategic cooperation between Wanhe and the Argentine national football team, and feels the Chinese kitchen and bathroom. Brand Wanhe's burning youth. Miss Zhang, who works in Beijing, said that even though I am not a football fan, I still feel the charm of the World Cup in this car.
In addition to Beijing, Wanhe also placed subway advertisements in Nanjing, Zhengzhou and Shenzhen. From the map, the marketing area is from top to bottom, across China's north and south, and from the perspective of the city, it is mainly concentrated in first- and second-tier cities. Fang Hongjun, executive deputy general manager of Wanhe Electric Domestic Marketing Center, said that we hope to achieve accurate marketing through the subway, link to the young urban consumer groups, and create a young kitchen and bathroom brand that resonates with consumers.
Why did Wanhe choose the subway for World Cup marketing? Relevant data shows that the attention rate of most outdoor advertising people is only 17%, and the relatively closed environment of the subway has reached the “Pareto optimal solution†in the fragmented scene. Different from the advertising in the open environment, the subway environment in closed mode does not have too many options to distract users, and the creative copy design often captures the eyes of consumers, not to mention the global IP of the World Cup. .
The data shows that up to 60% of users are impressed with the subway advertisement, and believe that the brand owner of the advertisement is strong.
Seize the World Cup marketing C position, Wanhe played a series of combination boxing
As if to compensate for the lack of the Chinese football team to the World Cup, the 2018 Russia World Cup, including many Chinese home appliances brands including Wanhe.
No one can deny the power of World Cup marketing. At the opening ceremony of the 1974 World Cup, the adidas football model walked out of the guests and the band, so that Adidas overtook the enemy Nike, which is still popular for people; and the Coca-Cola Company is a professional marketer for the World Cup. Every powerful and ambitious company wants to use the World Cup as a marketing tool, and the brand will take another step, or be firmly in the industry.
With the increasing influence of the World Cup, Chinese home appliance brands are increasingly aware of the value of World Cup marketing. In recent years, China's sports industry has become more and more prosperous.
The data shows that in 2014, the total size of the national sports and related industries reached 1,357.471 billion yuan, achieving an added value of 404.090 billion yuan, accounting for 0.64% of the GDP of the year; in 2015, the added value was 473.7 billion yuan, accounting for 0.70% of the GDP of the year. Behind the data is the rapid flow of millions of Chinese companies, and the 2018 World Cup marketing has reached a climax.
However, in the 2018 Russia World Cup sponsored brands such as the Crossing River, the best marketing will be Wanhe.
Since the official announcement of a strategic cooperation with Argentina on May 10, Wanhe has offered a series of World Cup marketing combination punches. Not long ago, Lu Yucong and his entourage visited Argentina, and the 10th jersey of the exclusive "vanward" version given by the Argentine Football Association caused thousands of fans to envy and hate. You must know that the ball king Maradona and the current Messi are dressed. No. 10 jersey, leading the team to rush in the pitch.
Soon after returning to China, taking advantage of the heat wave of the global quiz World Cup, Wanhe made a big move to make the "amazing move" of the marketing industry, and announced that from June 8th to July 4th, the Argentine national team will be launched. Golden Boots enjoy 50% off and win the championship.
It is said that this year, around the World Cup champions, the global market has exceeded 10 billion US dollars. Wanhe’s bet on this century undoubtedly smashed a strong and colorful one. It not only supported Argentina but also “cheap†consumers, but also integrated itself into the World Cup and “played†with many fans around the world.
Now, with the official start of the World Cup, Wanhe has launched subway marketing advertisements in first- and second-tier cities during the World Cup from June 14th to July 14th, trying to use the special marketing environment and the big IP of the World Cup. The brand image is integrated into the consumer group.
Obviously, Wanhe’s World Cup marketing is step-by-step and strategic. From the date of signing the contract with the Argentine national team, it will continue to create surprises. It not only has a gimmick, but also has a sentimentality. It will transform Wanhe into a number of “chasing starsâ€. Members, have an emotional resonance with consumers.
Through this prolonged sports marketing, Wanhe's young and fashionable kitchen and bathroom brand image has gradually gained popularity, and it has enabled consumers to witness the transformation of a Chinese national brand.
Wanhe this wave of World Cup marketing, I give full marks.
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