Want to get the Chinese badminton world champion in Super dolls, or in the Olympic year and these "Super Star" together into a candlelight dinner? is very simple, and FedEx with "Olympic"!
In addition to the fans of the title "Super Dan", badminton national champion, world champion lindane has a new name — the "Dan Dan".
According to the world brand laboratory http://brand./report: Federal Express (FedEx) marketing China region the LU wenjuan FedEx China "dress up" and more like a toy distributor's Web site. A man named "lucky Q WA, champion with you" dolls of sharp pictures occupy the logistics company Chinese Web page 2/3.
Of course, if you take a close look at this picture you will find these plastic dolls are "Super Star", they are the Badminton World champion Lin Dan and Xie xingfang, Bao chunlai, Zhang Ning, CAI Yun, fuhaifeng, high-shaped white and head coach but Zhang Yimou. They all wore bear the FedEx logo shirts, Zhang Yimou on landmark baseball cap has become a FedEx's hat. Even every baby has a birth certificate and the name, as Buchanan's Q baby is called "Dan Dan".
From 1 January 2008, Federal Express customers as long as you answer questions, you can participate in the sweepstakes, to get these toys. More fortunate people even in the Olympic year and these "Super Star" had a candlelight dinner.
"These national champion, 2008 will be very busy and may not have so much time in one of our promotional activities. But their Q WA will often become their alternatives. "Lu Wen said," the enterprise after all and movement, both with the need for mutual understanding and consideration. ”
In late 2005, Zhang Yimou on behalf of the Chinese team and FedEx have signed a three-year agreement, FedEx will in 2006-2008 the Chinese badminton team chest, cuffs advertising sponsorship. At the same time, FedEx will also participate through different platform China badminton team of different projects, contains television, digital media, etc.
The parties did not disclose the specific amount of sponsorship, Zhang Yimou is badminton team history's largest amount of sponsorship.
BBDO advertising (China) company General Manager Chen Jie represents either FedEx or Zhang Yimou made this decision "very carefully". "Zhang Yimou said, now is the Chinese badminton team, not that he personally made FedEx spokesman. So if the cooperation process FedEx what condition, that the entire Chinese badminton team caused a bad influence. ”
BBDO advertising (China) company for Federal Express has produced a first local advertisement and the advertiser's protagonist is the Chinese badminton team. This is the Chinese badminton team of Champions for the first time, shooting commercials. Shooting for four days, in order to prevent any possible injury, they were like a Panda as protected.
"The Chinese badminton team is not only a national treasure of China, and is world class. So he chose a smashing time will be very careful, commercial value is not a consideration of the key, he is through cooperation, FedEx can use popular way to his sports spirit or his team spirit spread out. "BBDO (China) company Executive Creative Director Liang Feng said.
Although said nothing about the Olympic Games, but the Chinese badminton team and FedEx cooperation first ad, but it cannot fail to make people think of the 2008 Beijing Olympics: as especially Bernard Cup champion Xie xingfang in Shanghai the Bund a vigorous hitting, small ball moments over the horizon, after several badminton national champion in the relay, from Mt. Fuji, United States New York commercial office building and the statue of liberty and ultimately went to Tiananmen Square. In Federal Express Courier, it completed the global mission of badminton ultimately falls on the team's head coach in the hands of Zhang Yimou. The whole team for the excellent cooperation the joy of smile. Picture of the final framed in the Chinese badminton team and the FedEx delivery of the photo.
Clearly Federal Express not only want to host the Olympic Games in China reflects this concept. Federal Express in East Asian five Nations/regions selected Olympic athletes make up the Federal Express Olympic team, marketing strategy as a whole. In Korea, FedEx will Korea taekwondo Olympics player Nam build into a FedEx Express will taekwondo spirit and the quality of Federal Express. In addition an advertisement, Nam carry FedEx packages across the great wall, also implies that the athletes to Beijing, flying over the Olympics. These ads are not mentioned in the words of the Olympic Games, but not to others not associative to the Olympic Games.
Federal Express has always been a sports marketing whiz. France in 1992 Albertville Winter Olympics held, FedEx in Albertville City erected a large billboard, and through the media the density of advertising bombing. This makes the 61% of the audience that FedEx is a designated Olympic sponsor, but its real sponsors United States Postal Service (only 13% of the audience thought it was a sponsor), but did not cause too much attention.
"In fact, it's not the Olympics, but came to China for the Olympic Games. "Liang Feng told reporters:" before the Chinese team is made of honor are obtained abroad, this time we will be at the door win Olympic medals. We choose the Chinese badminton team also because of the same value. Hope through cooperation with them, let the Chinese badminton team in the Olympic Games get better grades, while the core idea of the ' FedEx closely, mission will be reached and under your control, ' will the Chinese badminton team performance, more intuitive, visually delivered. ”
August 2007 publications, zhongguopinpaiyanjiuyuan 2007 second quarter Olympic marketing monitoring report. FedEx first enters the monitoring range its Olympic marketing effect coefficient is ranked third, to
Marketing effect "significantly improved" brand. The 2008 Beijing Olympic Games sponsors UPS the marketing effect "improved" brand.Lu Wen said, FedEx will continue to sponsor the Chinese badminton team in 2008, the participation in events such as BWF badminton tournaments, etc. She also revealed that FedEx will according to the Chinese badminton team trip "they must attack first," organize promotion or public welfare activities. "For them to Chengdu match, we'll do some activities in Chengdu, all according to their schedule. ”
This undoubtedly and FedEx now development and third line cities and small and medium-sized customer strategy. FedEx has said that the Chinese badminton team sponsorship will help them improve in small and medium-sized clients in brand awareness. While FedEx China President Chen Liang told the "business weekly", extensions and third-tier cities, the development of small and medium-sized customers are FedEx 2008 one of the most important.
"We take the Chinese badminton team onto the international stage, and they will we push China stage. "Lu wenjuan said.
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