Solg slogan

The establishment of automobile brand will not happen overnight. In addition to direct advertising, product placement in TV series and sponsorship of sports events have also become battlefields for automobile brands to expand their popularity and establish their brand image. However, with the escalation of the brand war, TV variety shows have also become a battleground on the road of automobile brand building.

And the title is also about the basic law! In order to achieve the effect of promoting your own brand through TV variety shows, the program and brand must be highly compatible in order to collide with dazzling sparks! FAW-Volkswagen brand-new Bora, Beiqi Sic Bao, and Dongfeng Nissan Teana, the title company of the third season "Colorful China People", are all good cases of combining brand culture with program connotation.

At this point, the "readers" who were popular in the circle of friends some time ago are also highly compatible with the slogan of BAIC Group's "doing good things and reaching the world". As a cultural variety show, The Reader takes "feelings" as a big move. The program combines personal growth, emotional experience, background stories and masterpieces handed down from ancient times, and invites guests to convey the feelings behind the words by reading aloud. Pu Cunxin, Liu Chuanzhi and Ailin all became readers. In-depth content complements the slogan "Do the right thing and go global".

The only fly in the ointment is that this slogan is the slogan of BAIC Group as a whole, and it is impossible to deepen the "Sic Bo" series of vehicles through this kind of publicity. At this point, FAW-Volkswagen's new Bora approach is more targeted.

Consistent concept: Xiao Shuo and Dongfeng Nissan Teana

In another representative cooperation between Xiao Shuo and Dongfeng Nissan Teana, Xiao Shuo's scheme tends to be mature and intellectual, insisting on simple knowledge and culture. Dongfeng Nissan Teana, as a vehicle with the most cultural connotation under Dongfeng Nissan, adheres to the concept of "being young" and fits in well with Xiao Shuo's program concept.

However, in contrast, Xiao Shuo's concept of "being young" with Dongfeng Nissan Teana is slightly weak, and it needs to be strengthened in other aspects.

Three-dimensional integration: brilliant China people and FAW-Volkswagen brand-new Bora

The slogan of the program fits perfectly with the solgon brand.

The program "Brilliant China People" originated from the "Chinese Dream" with the slogan "Brilliant China People, Build the Chinese Dream Together". The stage of "Brilliant China People" is for every China person who sticks to his post and field. Whether they are the mainstay of the literary and art circles or ordinary people who create extraordinary skills in ordinary life, as long as they are willing to take a step of change, they can share their brilliance and realize their dreams on the stage.

This is highly consistent with the slogan "Happy life, fun change" of FAW-Volkswagen brand-new Bora. Since FAW-Volkswagen Bora 200 1 entered China, it has been manufacturing high-quality family cars in China with high standards of super high quality, strong power, perfect handling, cutting-edge design and caring. /kloc-For 0/6 years, FAW-Volkswagen Bora has become a private space for more than 2 million ordinary people in China to share wonderful moments with their relatives and friends. However, the FAW-Volkswagen Bora family did not stop there. They constantly surpass themselves. In 20 17, they launched a brand-new Bora model, which enabled more families to enjoy a happy life and truly realized their own sentence of "happy life, interesting change".

Deep integration of brand concept and planning concept

FAW-Volkswagen Brand-new Bora advocates "optimistic and enterprising, live a wonderful life", and the idea of finding the extraordinary in ordinary life and a wonderful life of its own is highly compatible with the purpose of finding a "brilliant soul" in colorful China. For many drivers, the brand-new Bora is not only a car, but also the key to dreams, inspiring more people in China to enjoy a wonderful life and pursue their dreams. Ordinary life will also give off different light in its generation.

This is deeply integrated with the program concept of Brilliant China 3. Simon Lu, the general director of Colorful China 3, said that the core idea of Colorful China 3 is: "We tell the stories of ordinary people. He is not the kind of dazzling light that you want to worship and follow after seeing it. It is more of a program that makes you feel happy and safe. "

Wu, a farmer from Tongzhou, Beijing, was an ordinary farmer in the second program of the third season of Wonderful China People, but unlike other farmers, he insisted on his childhood dream-to be a robot! He has visited the Shanghai World Expo in 20 10 with his 2 1 0 sons. From the first robot he made in the 1980s, the naked "Boss Wu" to the "Thirty-two Lao Wu" who can be used as a mount, he proudly introduced every "son". He said that when his robot was finished, he felt that he was the happiest person in the world!

More importantly, Wu Youlu made the hardware, and his own son programmed and made the "writing robot".

But the most touching thing is that Wu and his wife Dong publicly "abused dogs" in the program. After his wife Dong came to power, she said, "His biggest weakness is that he is very, very lazy, especially he doesn't like working. When the child is young, let him look after the child for a while, and then he will leave. When he comes back, he will shake it with an electric cradle. In our countryside, we are all rubbing corn. Let him do it. He won't do it. He will get an electric one. " Sa Beining, who was sitting in the audience, couldn't help saying, "This is a fancy compliment to her husband. He is just lazy and doesn't work. He specially designed all kinds of working robots for me. " .

Wu is a member of ordinary farmers in China, but his soul is brilliant. He dares to stick to his dreams, and he blooms a different kind of brilliance in ordinary days!

In the two programs that have been broadcast, the skill cheerleading team of Zhejiang University and the Yi people's choir who came out of Daliangshan, although orphans, sang the most beautiful voices. Li Daoxiang had raised pigs and worked as a cleaner, but he always volunteered to organize country concerts and so on. They all stuck to their dreams in their ordinary lives and enjoyed the wonderful moments brought by sticking to their dreams. These schemes coincide with the brand concept of FAW-Volkswagen brand new Bora.

People on the stage have different pursuits, but they are not satisfied with the status quo and constantly pursue innovative living conditions. This is exactly the same as the brand pursuit of FAW-Volkswagen brand new Bora. Life needs extraordinary creativity, and ordinary life is decorated with extraordinary brilliance. The slogans of "Brilliant China People" and FAW-Volkswagen Brand-new Bora "Happy Life, Fun Change" have been skillfully integrated and sublimated through this naming activity.

Keeping a high degree of consistency between the brand and the content and concept of TV variety shows can make the marketing effect get twice the result with half the effort, and repeated appearances can also form a fixed impression in consumers' minds, thus greatly enhancing the brand's popularity. However, the quality of products is the core factor to maintain consumer loyalty, and marketing is only a way for brands to expand their influence. Only by solid product quality can they gain a solid reputation!