World Cup Automobile Marketing Argument: Grassroots Outstanding VS Official Sponsorship

“Every day there are things that will happen. Every road has an upcoming journey. Love the brothers and sisters watching the ball. Have you ever thought of going to South Africa this year to watch the World Cup? And it will be 40 days and nights! I’m from I didn't think about it, but the goddess of luck gave me a glance at it. So, South Africa, I'm coming!"

Ma Qian, a "super fan" who stood out from the tens of thousands of players, excitedly wrote this on his blog on the eve of the World Cup in South Africa.

This time he wants to drive Dongfeng Nissan Qijun with another "super fan" Xie Ya, and the client runs the South African steppe, reports on the World Cup, and has the opportunity to have close contact with his favorite football superstar, and they have a part-time monthly salary during the World Cup in South Africa. It is 100,000 yuan.

Since the start of the World Cup in South Africa, fans can see Ma Wei, Xie Ya and reports from South Africa every day on CCTV5, read their stories along the column in the “Tourist Weekly” column, and share their South African sentiment on Weibo and blogs. Of course, each time the two appear, the Dongfeng Nissan logo will appear.

This is a marketing of Dongfeng Nissan’s special planning for the World Cup in South Africa. In their eyes, the lack of the identity of the official sponsor of the World Cup in South Africa does not mean that they have lost the “outline” in the World Cup marketing war.

In the face of the traditional off-season of the auto market in June and July, the World Cup in South Africa undoubtedly gave the auto industry a good opportunity to “play with the ball.” According to research data from the “2010 World Cup Hot Marketing Research Report” published by a consulting company, 41.6% The consumers are interested in the advertisement of the automobile products, this figure is behind the sports, food and beverage, IT, communication products.

For car companies, in this marketing battle, whoever has the best tactics, whoever is most likely to be promoted in the minds of the owner. After all, the automobile, a product with male characteristics, determines that many fans are car owners, and many car owners are fans. .

The eyeball effect of grassroots draft

Since the start of the World Cup in South Africa, Beijing fans, who have been watching the game beside the TV, have not known that Hyundai Motor is the only official sponsor of the World Cup automobile field, but he has noticed the "super fan" Ma Yi and Xie Ya. .

"Every time you watch CCTV5's "Great Wealth Feast" program, you can see the reports they sent." Zhou Qiang told reporters that he noticed that these two "super fans" have already got Argentina's first generation football "Heavenly King." In an autograph signed by Kempes, he visited mysterious North Korean fans and watched a number of matches with African fans, who were playing “Vuvuzela”.

"I don't envy them, I am!" Zhou Qiang told reporters with a smile.

"If you don't have the status of an official sponsor of the World Cup in South Africa, you must achieve extraordinary success in marketing planning." Dongfeng Nissan said to reporters, "Every World Cup, the automobile industry will be filled with various marketing voices, such as the major The media are hard and wide, they vote for the football baby, they provide tickets for the winning owners to watch the World Cup, etc. This year we hope to have an innovative model that allows both consumers and car owners to communicate more closely with car companies. In the process of chatting with a number of people in the industry, one case of the 'Best Global Career Recruitment' event caught our attention."

Last year, the "Best Global Career" launched by the Australian Tourism Authority of Queensland Australia recruited the Great Barrier Reef Islander. This created a sensational effect. A total of 34,684 people from more than 200 countries competed for this $150,000 job and uploaded it online. Apply for video.

Dongfeng Nissan followed the practice of the Queensland Tourism Bureau when selecting "super fans": First, fans who wish to participate in the event uploaded their resumes and 500 declarations on football through the Internet. Then according to the results of online voting, 100 were selected. Popular fans; then selected 16 men and 16 women according to the judges of the expert jury; finally selected the final "super fan" through several rounds of knockouts.

However, Dongfeng Nissan’s “super fan” activity did not stop there. The two winners will report back to the World Cup on CCTV5, “Tourist Weekly” and Sina.com in 40 days of going to South Africa. Because the three media are the planners of the “super fan” campaign, so we will often see Ma Yi and Xie Ya wearing a red collar and wearing a garment with a Dongfeng Nissan logo in front of the camera. And Dongfeng Nissan has also been able to "exposure" frequently in the media of TV, plane and network during the World Cup.

As of the time of the press release, Ma Jie’s blog readership has exceeded 1.4 million, and Xie Ya’e, who just opened Kaibo on June 7, has had more than 100,000 visitors.

With such high exposure in the media, how much did Dongfeng Nissan pay for the “super fan” marketing campaign? Dongfeng Nissan refused to disclose relevant fees to reporters on the grounds of trade secrets, but during the World Cup, CCTV The advertising fee in the relevant period has soared to 120,000 yuan per second. It is calculated that the two “super fans” will be counted in the three-time CCTV5 program for 1 minute every day. Dongfeng Nissan is likely to spend more than 20 million yuan per day for this purpose.

"Three-dimensional attack" under "Official Sponsorship"

As the official partner of the 2010 World Cup for the South African World Cup, Hyundai has reason to invest more in World Cup marketing.

From the second half of last year, Hyundai Motor's marketing activities around the World Cup have blossomed. For the 2010 South Africa World Cup competition with the theme of "Modern and Modern", 32 winners have won the Hyundai i10 or an equivalent car; “The Hyundai Auto South Africa Mini World Cup” gave the fans an opportunity to contact the World Cup in zero distance; “To millions of African children wishing for soccer” as a charity event, donated one million hope footballs to 50 African countries through NGO global NGOs. Children.

Beijing Hyundai Motor Co., Ltd., which is in line with Hyundai Motor, has also started a series of World Cup marketing activities since April. These include the ix35 World Cup theme tour, the South Africa World Cup Tournament Team and the Beijing Guo'an pair to be held on July 4. Jeonbuk's modern China-Korea championship contest.

Beijing Hyundai told reporters: "Beijing Hyundai has made adequate preparations and plans for this year's World Cup. This year's World Cup marketing has been listed as the focal point of our annual marketing work. Compared with the previous two World Cups, this time our marketing activities Will be more abundant, not only limited to the selection of a group of fortunes for the owner to the site to watch the match is so simple, but multi-level use of the World Cup marketing platform, from the product, business, brand and other aspects of the combination."

Hyundai has a special liking for the World Cup because it is the direct beneficiary of the World Cup. Before 2000, Hyundai Motor was still a cheap and inferior image in the minds of European and American consumers, and the 2002 Korea-Japan World Cup gave Hyundai a remodel. Opportunities for brand image. In that year, Hyundai won the exclusive sponsorship of the World Cup auto companies by virtue of the host. According to its estimation, the direct and indirect benefits of the $100 million sponsorship fee invested in the year had reached 5 billion U.S. dollars.

In 2006, at the Mercedes-Benz, BMW, Audi, Volkswagen and other big car manufacturers gathered in Germany, Hyundai Motor's "hukou tooth extraction" won the top sponsor qualification of the World Cup, once again relying on the World Cup, so that Europeans to their other eyes.

In the 2010 World Cup in South Africa, Hyundai Motor has officially submitted 609 passenger cars (for members of the World Cup Organizing Committee and media, etc.) and 32 luxury buses (for use by 32 participating national teams) to the World Cup Organizing Committee. With the further deepening of the cooperation between the parties, its official partnership will continue until the 2014 World Cup in Brazil.

However, modern efforts in the marketing of the World Cup require time to assess. It does not seem to have much to do with regular TV fans like Zhou Qiang. He told reporters: “I only once saw on TV that the bus took on the North Korean team. There is a logo for a modern car. I thought it was a sponsorship provided by Hyundai to the North Korean team."

World Cup Marketing Value Return

Regardless of the Hyundai Motor as the World Cup sponsor, or the unofficial ambusher Dongfeng Nissan, they do not have much hope for the World Cup marketing to stimulate the sales of the products. They value the World Cup. The return of brand value.

"For us, using any one of the hot events to carry out marketing is to increase the value of the brand. Dongfeng Nissan has already reached the stage of making efforts to enhance the brand image. Today's 'Super Fans' activity is such that the future of marketing activities is also true. Dong Fei Nissan public relations section chief Wen Fei told reporters.

According to statistics, for every 1% increase in corporate brand awareness, about 20 million U.S. dollars are required for advertising, but with the help of large-scale sports competitions, the same advertising costs can increase the effectiveness by 10%. Hyundai’s World Cup sponsorship experience is the best. prove.

In 2002 Korea and Japan World Cup, Hyundai Motor spent 1.5 billion euros to become an official sponsor, the same year Hyundai Motor sales in the United States increased by 40%, brand awareness jumped from 32% in one fell swoop to 67%.

From the perspective of audience characteristics, World Cup marketing is undoubtedly a more accurate marketing battle. According to the online survey of a large-scale website, the proportion of audiences watching the World Cup in all age groups is high, even young people under 20 years of age. The differences between age group and 50-year-old or older are not obvious; from the perspective of educational level, the audience with higher educational level is basically the proportion of watching World Cup football matches, and it is closer to automotive products. Male consumers occupy a higher proportion.

For the numerous marketing activities during the World Cup, consumers generally show a diversified preference. Recently, survey data of professional consulting companies conducted on the Internet show that 51.8% of Internet users prefer to interact with the events, such as the redemption and other interactive activities. The highest percentage was followed by advertisements related to World Cup slogans and sports concepts, which accounted for 48.8%. At the same time, the sports stars endorsed World Cup-related advertisements with a preference of 45.5%.

On the contrary, only 27.7% of netizens prefer mid-roll ads in competitions, such as advertisements for the rest of the game, or direct advertisements in games.