Compared to running shoes, jerseys, beverages, color TVs and other products that have a very high correlation with sporting events, kitchen appliances based on smoked stoves seem to be difficult to hook up with sports. However, they focus on the field of kitchen appliances. Vantage, it is a company with a very tradition of sports marketing. From the most well-known manufacturer of torch clouds in the 2008 Beijing Olympic Games to the subsequent National Games, Asian Games, Youth Olympic Games, Universiade, Southeast Asian Games... Vantage With the industry-leading gas appliance technology research and development, it has swept the torch development and manufacturing tasks of 24 major international sports events in one breath, and achieved the reputation of a world-class 'torch professional household' with the high demand of 'zero extinguishing rate'. .
Vantage signed the French national football team and became its official sponsor.
On this aspect, it is undoubtedly the technical foundation, the brand name of the brand, endorsed by a sporting event with high credibility, which consolidates Vantage's professional brand image in the kitchen and electric appliance industry; on the other hand, it can be different types of different types of regions. The sports event will create a dedicated torch that can demonstrate both the sports spirit and the regional culture. It also requires innovative genes.
The 2018 World Cup in Russia allowed Vantage to make another important step in the cross-border layout of sports marketing. And this time, Vantage, who is in the midst of a corporate transformation, has integrated its innovative genes into the brand marketing. Join hands with the legendary star Henry Live in France to create a creative idea for the French team to win the championship and Vantage to retreat, and then to the emotional interaction between the World Cup theme micro-movie “The Most Burning Us” and the traditional kitchen and electric industry. The World Cup IP, which has a low degree of relevance, was also used by Vantage to create new ideas. While gaining a higher degree of attention, it also subtly changed its brand image of 'Young', 'Fashion' and 'Vitality' into the consumption. The mind of the person.
Bundle with fashion, romantic French team, perfect match
As early as March of this year, Vantage officially announced its contract with the French national football team and became its official sponsor.
Vantage signed the legendary French star Thierry Henry as the brand spokesperson.
One of the most popular teams in the World Cup championships, winning the '7 wins, 2 draws and 1 losses' in 10 World Cup qualifiers, ranking first in the European Group A title, and directly advancing to the finals; In the first quarter of 2018, where the growth rate of the industry generally slowed, electricity led the first camp of kitchen appliances in the first quarter of 2018. It can be said that as a strong force in their respective fields, it is still a powerful leader. The combination of the first is the match in strength.
Secondly, France is a well-known fashion and romantic country. Its national football team is also full of passion and youthful energy. It is reported that the French team participating in the 2018 World Cup has an average age of less than 26 years old and is full of vitality. In the 'Youth Army', the team has its own fashion aura. One of the signs is the likes of the top star Pogba. In the past few years, Vantage has also been actively transforming into a younger one based on fashion. The brand slogan of 'Wisdom + Fashion Home', the product matrix it builds, is more personalized, stylish, and in the forefront of trends, with the most disruptive 'Magic Saucer' as an example. Winning red dot awards, IF awards and IDEA awards in three international awards have become the vanguard products for future cookers. Obviously, they have coincided with each other's fashion appeals and cultural concepts.
It can be seen that despite the World Cup's hot IP and the traditional kitchen appliance industry, it seems that they do not take sides, but Vantage has found new ways to tap into the same tune with the common tones, the common value proposition of the French team, and established a high degree of fit The connotation links. And the hardcore fans of the French team, I believe will also become the target consumer of Vantage.
The signing of the legendary French star Thierry Henry as the brand spokesperson, this overwhelming action of the World Cup marketing is also to consolidate and deepen the impression of this best fitting point. With a breakthrough of 20 years, it has made a generation of 'gun king'. The Heheweiming, with 26 years of forging ahead, strives to become the leader of the global high-end quality kitchen space. Henry's unrequited leadership qualities and Vantage's corporate core also have a high degree of convergence and publicity.
A poster of the French team won the title by Vantage.
Next, whether it is the French team’s fashion attitude, hard work spirit or the legendary experience of star Henry, it will create a positive corporate image for Vantage. Under a series of closely-integrated propagation matrix, it will also more easily attract consumers. Recognition and resonance allow consumers to understand Vantage's brand culture in a deeper level.
Fun creative marketing, zero distance interaction with consumers
At the stage of the 'Feast for All', holding the French team and Henry, the most 'burning' coalition, Vantage consolidates its brand image globally and expands its influence. At the same time, it naturally hopes that the brand will take root as soon as possible. Ultimately, it translates into real sales and performance. This can hardly beat Vantage, which was rated as the 'most playable' kitchen electric brand by the industry.
In the first two years of 'brand reengineering', Vantage, who was familiar with the fan economy and circle economy, had launched a series of diversified and innovative marketing methods, such as: filming microfilms, running fashion shows, sponsoring game shows, In the cross-border music circle, the 'V Love Burning Concert' was held to make young, fashionable and distinctive labels naturally attached to Vantage.
Today, cross-border World Cup marketing, Vantage is also easy and playful. It is reported that on May 17th by a Vanguard sponsored by the "king of the King of the most burning of the" about the live broadcast, the real-time viewing number of more than 700 Million, the online interaction of star Henry, evoked many fans' memories of their youthful years, and undoubtedly won a high degree of consumer attention for Vantage. On June 5th, Vantage and Henry pushed the World Cup theme micro film “The Most Burning Us, again deepens the emotional resonance with the user.
Vantage launched the World Cup theme micro-movie "The Most Burning Us", which resonates with emotional interaction.
More eye-catching, it was a poster from the Vanguard's first 'French team to win the championship, Vantage's full refund' event. It successfully detonated the major media circles. It took tens of millions in just a few days. The amount of reading was once pushed up to Weibo, and even Baidu's hot spokesperson Lin Lim updated the '1,000 movie tickets' to call it crazy. Afterwards, it was quickly fermented and caused various lines to each other. The industry's follow-up boom reflects the marketing value of this unique idea.
And this unexpectedly, full-scale topical marketing also achieved the dual effects of brand promotion and consumer stimulation. Not only did it win the eyeball for Vantage at first, but also achieved immediate results in brand promotion; it was also a consumption deduction. The interest point of the customer, actually landing on the terminal's marketing, stepped on the '618' key point in the promotion of this year, igniting the enthusiasm of consumers to participate. If the French national football team wins the Russian World Cup in 2018, all in 2018 Customers who purchased Vantage's “Winning Package” from 0:00 on June 1st to June 30th, 2018 will be refunded according to the invoice value of the purchased “Winning Package” product, regardless of whether they are online or offline. .
According to the relevant person in charge, Vantage's creative combination with the World Cup IP, he hopes to 'burn' with the consumers. This is the author's opinion. The brand transformation path of Vantage's 'high-end smart kitchen appliances' really needs to be improved. Multi-consumer recognition. The highly-competitive World Cup events, whether from the high-fighting brand level or the more grounded topic interaction, can become bridges between grafted brands and consumers.
However, with the fiery opening of the tournament, the topic around the World Cup is bound to explode. At this moment, how to find accurate marketing methods that fit in with their own brands in the vast amount of information will be more challenging for companies to boldly create stickiness. With the ability to innovate content, Vantage hopes to dare to stand up for the times, will continue to surprise us.
