Hundreds of millions of people actively participated in the 2022 Beijing Winter Olympics, demonstrating an ever-evolving sports marketing empowered by technology. At the same time, the auto industry ushers in new opportunities for innovation as well as challenges, not only to achieve carbon neutrality under global standards but also in response to China’s initiatives to create green and low-carbon technological innovation platforms. The industry also has to deal with the effect that unstable international factors and more pandemics in China have on people's consumption.
How to engage with users and their communities and create empathy in real-time? How to inspire consumers’ interest in the brand and product and stimulate the purchasing power of the next generation of consumers? It has become the key for many brands, including auto businesses to create new growth areas and effective marketing.
To explore the best solutions to help brands and businesses, dentsuMB and Isobar, dentsu’s creative agencies in China, have been actively involved in discussions with industry peers. In particular, Britney Pai, Chief Growth Officer of Creative Services Line, joined the Sports Marketing Committee of the 2022 Effie Greater China, and Guang Cui, CEO of dentsuMB Beijing Office, joined the Council of the newly launched Effie Auto Awards. We look forward to working with all marketers and people across the fields to drive the continued healthy development of the advertising industry and drive corporate and social growth through the power of innovation and connected creativity.
In the role of Isobar China’s Vice President of Entertainment Marketing Solutions, Britney pioneered the development of IP resources. She works closely with Dentsu Group in Japan to create unique opportunities that combine entertainment, social and content to connect to commerce. This disruptive new model has produced significant business success for our clients in China. Some of the excellent works include KFC X Gintama, which won 2 gold, 1 silver, and 3 bronze at the Greater China Effie Awards, and Kang Shi Fu X Kung Fu Panda which was the gold winner at the Spike Asia Awards.
Britney and the other 15 senior practitioners from brands, platforms, and sports IPs who joined the Greater China Effie Awards Sports Marketing Committee discussed the definition of the sports marketing category and classification to benchmark the standard.
Cui joined Dentsu Inc. in Tokyo in 2007 and then transferred to Beijing Dentsu. He was also in the role of Vice President at Beijing TongRenTang Health Pharmaceutical. In 2018, Cui returned to Beijing Dentsu as Managing Director of the Integrated Marketing Communication Centre. With rich practice in brand and marketing strategy consulting, integrated marketing, digital and social marketing, as well as data-driven marketing, Cui keeps a strong relationship with clients across automotive, household appliances, consumer electronics, luxury goods, food, household chemicals, medicine, and technology. Cui is leading the Beijing team to think outside the box and come up with new ideas to help clients and brands grow faster.
Teaming up with 16 senior practitioners from top global automotive brands, technology companies, agencies, and media platforms, Cui has been involved as a council member in building a category framework, category definition, and jury system for the Effie Auto Awards, to set up and regulate the standard.
As an independent award focused on the automotive industry, the Effie Auto Awards aim to recognize the most effective marketing campaigns in the industry while deeply exploring new models and methods of automotive marketing. At the same time, the awards aim to create a platform for effective communication across the Chinese automotive market and deliver insights into the industry’s digital transformation and upgrading to lead a new era in the automotive ecosystem.
Let’s see the well-connected work dentsuMB China team created for FAW Toyota, customized for the Winter Olympics which empowered FAW Toyota to reach 640 million people.
FAW Toyota at Beijing Winter Olympics
Agency: dentsuMB
Client Brand: FAW Toyota
With Toyota as the top sponsor of the Olympics globally, FAW Toyota enhanced its collaboration with CCTV New Media – the national-level communications platform with exclusive Olympic broadcasting in China - throughout the 2022 Beijing Winter Olympics. By sponsoring CCTV’s program "Watch the Winter Olympics Together", FAW Toyota enabled all users to have a real experience of the product that is of ultimate high quality by fully leveraging the partnership’s innovative media technology and integrated media.
Through AR technology and innovative integrated media, we brought FAW Toyota’s two model brands—AVALON and ALLION—to be live presented in the program. The presenters’ ads broadcast and sponsorship banner drove maximum exposure for the brand. Meanwhile, people could get engaged in the customized lottery and guessing games displayed in the live stream on CCTV’s PC end and mobile platform, and also people could engage with the brand’s Weibo account to win gifts.
Following the social buzz, we created brand posters with the program and Winter Olympics elements, and also static and video posters to capture the exciting moments of winning, which we shared with online communities in real-time. To maximize the sponsorship, the branded posters with Olympic elements were placed in stores and broadly shared on private domain platforms such as WeChat. In addition, through the live stream platform, consumers can be redirected to the brand's official website to sign up for a test drive, which eventually led consumers to offline stores, where they could get gifts for store visiting or test driving. In return, it stimulated people to leave customer data online.
We created an effective digital marketing ecosystem customized for the Winter Olympics which empowered FAW Toyota to reach 640 million people, with a KPI achievement rate of 118%. The AVALON and ALLION brands’ reputation and brand interest on Baidu Index and autohome.com significantly increased. The innovative content and engagements through many platforms garnered 2.28 million clicks, with a KPI achievement rate of 168%.
Tap the link below for more info.
Effie Greater China Sports Marketing Committee
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