It’s time for the Beijing Winter Olympics. In two weeks, we witnessed the birth of a new Olympic "top player" after Bing Dundun - Gu Ailing. With more than 20 endorsements, this talented skiing girl is a well-deserved “endorsement harvester”. She has dominated the major media and social platforms. This has undoubtedly given a powerful voice to the brand that had previously “bet on success”.
Looking at the Olympic marketing of major brands, most of them focus on the bustling stadiums and athletes, or capture the Olympic spirit behind the passionate moments to resonate emotionally with users. . Among the many brand actions of this year’s Beijing Winter Olympics, Dongpeng Ceramics, as the official ceramic tile supplier, took a different approach, focusing on the "behind-the-scenes groups" of the Winter Olympics, conveying the spiritual core of "contributing to the Winter Olympics", and using a broader perspective Perspective has become a "clean stream" for the brand in the ice and snow season.
Brand Olympic Marketing
How to establish an effective connection with target consumers?
As a top event that attracts global attention, the Olympic Games naturally brings its own traffic. Most brands hope to participate in Olympic marketing directly or indirectly and establish effective connections and interactions with target consumers. There are two main ways of doing this.
The first type is to "bet" on popular athletes or fledgling Olympic stars. Through the popularity of athletes in competitions or even winning medals, the brand can gain high-frequency and large-scale exposure in order to gain recognition and enhance brand value. and influence are the tried and tested methods of Olympic marketing for most brands.
The second type focuses on emotional cards, deeply exploring the connection points between the brand culture and the Olympic spirit behind athletes and sports, deeply connecting the brand personality through the Olympic Games, and even further digging into the brand connotation to present consumers with a A more three-dimensional and fuller brand image.
These two methods have many brand fans in previous Olympic Games. In particular, betting on "dark horse" athletes to achieve good results and then taking advantage of the momentum for marketing and publicity is the result that many companies dream of. But how to assess the commercial value of a “dark horse” before the Olympics? Avoid investment risks caused by "betting" mistakes? The operational difficulty of emotional marketing and the uncertainty of the results make Olympic marketing a two-way business.Unfortunately, brand information can easily be lost in the fierce competition, and its communication and influence are greatly reduced.
The Olympic marketing of Dongpeng Ceramics breaks away from the above path and opens up a new idea for other brands.
“Contribute to the Winter Olympics”
Dongpeng Ceramics pays attention to the groups behind the Beijing Winter Olympics
The opening ceremony of the 2022 Beijing Winter Olympics made "Chinese romance" popular all over the world. The simple and unpretentious performance showed the world a firm and confident country, and also depicted the country and its people sharing weal and woe, overcoming difficulties, A moving picture of heading to the Winter Olympics.
As International Olympic Committee President Bach said at the opening ceremony, "Thanks to the Chinese people, everyone can safely participate in this Winter Olympics." This is exactly what tens of thousands of "silent majority" Only with dedication can we have the splendid Beijing Winter Olympics that attracts worldwide attention.
Source: Xinhua News Agency
This perspective of the times is exactly the positioning and thinking of Dongpeng Ceramics’ current communication. That is the innovative concept and precise positioning of “contributing to the Winter Olympics”.
On the one hand, Dongpeng Ceramics, as a brand of durable consumer goods in building materials, naturally has the brand limitations of "low perception" and "low presence". How to break through the disadvantages and form your own brand memory in the Winter Olympics, where the world's attention gathers and where brands compete?
Dongpeng Tile starts from the concept of "Beijing Winter Olympics official tile supplier" and positions the crowd as every "behind-the-scenes group" who serves the Winter Olympics and helps the Winter Olympics like Dongpeng Tile. They may be the construction Those who are city volunteers may also be Winter Olympics-related service providers. They forge ahead and contribute silently, allowing the world to see a shining Beijing Winter Olympics. At the same time, we pay tribute and pay close attention to them, and refine the powerful core of "contributing to the Winter Olympics". This not only strongly responds to the theme of "Together for the Future" of the Beijing Winter Olympics, but also enriches the Dongpeng Ceramics brand's "Industrial Serving the Country"rdquo;Genes.
On the other hand, the brand is based on the times and society, and has an insight into the mood of the times and social mood from a macro perspective, so that "contributing to the Winter Olympics" can be entered as an initiative. Public vision, and focus on the tens of thousands of behind-the-scenes heroes of the Winter Olympics who do not go on stage but quietly dedicate themselves to the "ice and snow stage", thus extending social significance.
To grow upward, you must also grow towards goodness
A series of actions open up the brand landscape
Driven by this spiritual core, Dongpeng Ceramics takes the 30-day countdown, 10-day countdown to the Beijing Winter Olympics, and the opening ceremony as nodes, from city volunteers to behind-the-scenes builders, from the "House Warming Action" series of public welfare activities to tributes The group behind the scenes gradually carries out activities to improve the height and pattern of the brand.
1. The original intention of public welfare and deepening the warm perception of the brand
On January 4, 2022, Dongpeng Ceramics donated six urban volunteer service stations full of "black technology" to Zhangjiakou City. During the Winter Olympics, they were open to Zhangjiakou City volunteers for free, providing heating and drinking water. , rest, emergency and other multiple services provide urban volunteers with a warm shelter in the cold outdoor environment.
At the same time, through the Zhangjiakou Municipal Committee of the Communist Youth League, Dongpeng Ceramics has twice donated more than 4,000 heating scarves and other cold-proof materials to the "behind-the-scenes heroes" who silently stick to their posts, actively assuming corporate social responsibility.
2. The short film is online to pay tribute to the builders behind the scenes
On the opening ceremony of the Beijing Winter Olympics, Dongpeng Tile's "Contributing to the Winter Olympics" TVC was officially launched, focusing on the builders behind the 2022 Beijing Winter Olympics and paying tribute to their spirit of courage and dedication. Through their efforts in the three dimensions of creating heights, pursuing precision, and challenging difficulty, the story of tens of thousands of heroes behind the scenes of the Winter Olympics who worked hard and dedicated their passion and sweat to the Winter Olympics landmarks in Beijing was revealed.
The film explains that "someone stands on the stage, and someone builds the stage."The value concept conveys Dongpeng Ceramics’ spirit of paying tribute to the Winter Olympics and the heroes behind the scenes with its ultimate ingenuity and quality. This video is not only the inner monologue of Dongpeng Ceramics as a builder of the Winter Olympics, but also an emotional interaction with consumers.
3. Endorsement by official media and overall matrix communication
In terms of communication, the above-mentioned series of actions of Dongpeng Ceramics have received widespread attention and positive energy from the media. Once the "Housewarming Operation" was launched, it was reported by many authoritative media such as CCTV and People's Daily.
Subsequently, the People's Daily client launched the "Housewarming" documentary of urban volunteers, calling on all sectors of society to pay more attention to the groups behind the scenes.
At the same time, Dongpeng Ceramics uses Weibo as a window to ferment topics and continue public welfare. Coordinated the Zhangjiakou Municipal Committee of the Communist Youth League, Sina Weibo and other resources, and used more than 70 sports, entertainment, and charity KOLs such as Dongpeng Ceramics spokesperson Liu Tao, figure skater Zhang Dan, and Olympic champion He Chong as leverage to mobilize the entire network to pay attention to the groups behind the Beijing Winter Olympics , spreading "warmth" together. As of the date of publication, the public welfare topic #Warm Winter Olympics Plus 1 Degree# has reached 150 million views, and a total of more than 47,000 people have spoken out.
On the opening day of the Winter Olympics, the TVC "Contributing to the Winter Olympics" was also officially launched on CCTV's "News Network" prime time, People's Daily client, CCTV and other media platforms, continuing intensive exposure and seizing the attention of mainstream authoritative media The high ground.
In general, the reason why these actions of Dongpeng Ceramics have attracted attention and heated discussions from all parties and been frequently reported by mainstream authoritative media is that Dongpeng Ceramics has accurate insights and won the sympathy of most people. ; It is also because Dongpeng Ceramics uses its brand power to call more people to pay attention to the groups behind the Winter Olympics, and takes the opportunity to shout out the brand attitude of "contributing to the Winter Olympics", further amplifying the brand's public welfare power.
Technological Innovation
Realize the organic unity of three identities
The more than 120-year history of the Olympic Games is a history of mankind's struggle to be higher, faster, stronger and more united, and it is also a history of the evolution of the application of science and technology. Behind this, as the NorthThe official ceramic tile supplier of the Beijing Winter Olympics, Dongpeng Ceramics, with its 50 years of consistent technical heritage and technological innovation, has provided services to Zhangjiakou Ice and Snow Town, Beijing Daxing Airport Airport Service Center, Winter Olympics Shougang Plaza, Capital Stadium, Beijing Daxing Airport, etc. Provide materials for supporting venues of the Beijing Winter Olympics to help create a more efficient and warm technology Olympics.
The previously delivered Zhangjiakou City Volunteer Service Station was also built by Dongpeng Ceramics under the guidance of the "green" Olympic concept, using a special ice and snow product - graphene smart warm slate. Become. Dongpeng innovatively applies graphene materials, developed graphene 3D large-area superconducting heating technology and applied it to smart heating stone panels, which can achieve the effect of heating one wall and one room, using technological innovation to provide urban volunteers with Warmth guaranteed.
During the preparation and hosting of the Beijing Winter Olympics, Dongpeng Ceramics used technological innovation to help the Winter Olympics and consolidated its status as the "official ceramic tile supplier of the Beijing Winter Olympics". It also empowers the event with practical actions, builds a communication bridge between the public and the heroes behind the scenes, plays the role of builder, participant, and promoter, and skillfully completes the trinity of supporting the Winter Olympics, paying tribute to resonance, and product promotion, achieving The organic unity of sponsor status + Winter Olympics rights + product promotion.
Write at the end
The greatest value of brand communication lies in finding its social significance. This is especially true when it comes to communication around a top event like the Beijing Winter Olympics. Through the above activities, Dongpeng Ceramics integrates brand value and social value, conveys the brand value and vision of Dongpeng Ceramics through a series of emotional actions, and achieves emotional resonance with the public.
Looking at the actions of Dongpeng Ceramics from this perspective, this round of communication can no longer be defined by traditional marketing. Dongpeng Ceramics can decisively abandon the shortcuts of "betting" on athletes and resonating with the "Olympic spirit" that most brands are taking, and inject social value and the main theme of the times into brand marketing ideas, so that the brand can become a force that promotes the upward growth of society. The most valuable thing.
2022, the year of Renyin, is a super sports year, and it is also the right timeOn the occasion of the 50th anniversary of Dongpeng Ceramics, we have more expectations for this long-lasting national brand!
