In the advertising industry, creativity is very important, but that is in China, which follows the rules. In Europe and the United States, creativity is not the first priority. The first priority is actually to take advantage of the situation. Sensitive planners will watch the changes in society anytime and anywhere.
, no matter which industry it is in, as long as it is sensational and influential, it will become the target of advertising planners. As long as any advertisement is linked to the sensational events in the current society, even if the creativity is old, it will be effective. In short, in
In the European and American advertising world, creativity is not uncommon, and all kinds of ideas are competing to open up. Who should you choose? Whoever can draw on other social hot spots will be chosen.
Wang Ai's display of Coca-Cola cans on the edge of the stadium had such an effect and became a craze for a while. The presence of Coca-Cola in such a social hot spot has extremely high promotion value. Although kicking Coca-Cola
The can seems a bit disrespectful to Coke, but empty Coke cans are garbage, and players using their feet is not disrespectful. Could it be said that they do not respect football?
Therefore, the idea that made Wang Ai feel embarrassed was not a problem at all for Coca-Cola. The planner who came said: "Our idea is that one of you drinks Coke on the field, then holds the Coke can, and then passes it to the next person.
One person continues to be on top, and the last one puts the Coke can into the trash can, it’s probably this process.”
Seeing that Wang Ai was still a little confused, he continued: "We are a sponsor of the World Cup. The slogan of this World Cup is the time to make friends, so as long as friends play together, it is in line with the spirit of the World Cup and our Coca-Cola
Culture. The head office asked us to seize the time, while everyone is still having a heated discussion, and quickly launch an advertising film to see the effect. If the effect is good, we have follow-up plans."
Wang Ai nodded and didn't say anything. Since it was a collective action by the club, he just participated. Sure enough, the whole team took photos one after another that night. It was indeed more difficult to top the Coke can than the ball. The main reason was that the Coke can was irregular and required... how much use
Snack. At least for professional players, it is not difficult. Everyone imitates it privately, mainly because it is fun. Even goalkeeper Petr Cech performed it for more than two minutes at a stretch.
But unexpectedly, for this commercial shooting, Coca-Cola signed a temporary agreement with each team member, and everyone received an extra amount of money. Wang Ai didn't know the exact amount, but they were all checks. Anyway, Wang Ai
What I saw when I got it was 20,000 pounds. It only took a few minutes. This is enough money. I just don’t know why Coca-Cola is giving everyone extra money since it is a sponsor of Chelsea.
This mystery was only understood when Schlapner arrived the next day. It turned out that what was granted to the club was portrait rights, which meant that the club could use the player's image, game videos, and training videos for commercial cooperation, but it did not include letting players
Videos of actions that have nothing to do with training or competition do not fall within the scope of the image. For example, Wang Ai, I have authorized the club to use my image. As for other videos that require my cooperation, especially temporary ones, I'm sorry.
,I do not feel well.
Therefore, advertisers must provide additional benefits.
The reason why Schlapner came is that Coca-Cola once again made a request to cooperate with Wang Ai. This is not because Wang Ai is a big brand, but because Coca-Cola has never been able to figure out why Wang Ai does not cooperate with them. This is very frustrating.
The other party was confused and couldn't figure it out even if he scratched his scalp.
Wang Ai became famous in the World Cup four years ago. At that time, Wang Ai was still underage. Due to various reasons, Coca-Cola did not contact Wang Ai. But after Wang Ai came to Spain to shine, Coca-Cola was tempted. Unexpectedly, Wang Ai
But they are not moved. Until now, the two sides have been in contact for more than two years, and Wang Ai has always been vague.
In fact, Wang Ai's concerns are not complicated, and they are also logical. In this era, Chinese people are relatively simple, and their considerations are not so commercial. For example, once there is a problem with a product endorsed by a celebrity, the public will criticize the celebrity.
Accountability. It was not until many years later that all aspects matured and legal interpretations were issued that the issue of the spokesperson’s responsibility was completely eliminated.
Naturally, there will be no problems with Coca-Cola, but Coca-Cola is not a healthy drink. At least it is not something that athletes should drink. Although it is not a big deal if you drink it, it is best not to drink it. But in this way, once Wang Ai endorses Coca-Cola
, and when reporters interview him in the future, and he says that he never drinks carbonated drinks, the Chinese people will ask: Why don’t you drink it yourself, so let us drink it?
So Wang Ai is very distressed about this, and the degree of distress is no less difficult than Coca-Cola's speculation about his non-cooperation. After all, Wang Ai's heel is in China, and the reaction of the Chinese people must be taken into consideration. Therefore, Wang Ai also watches hundreds of people a year.
I'm so greedy for the 10,000 euros of endorsement money, but I can only wait for the domestic people's understanding to mature.
But this time it’s different. Not only did Coca-Cola sign Li Yuchun domestically, but it also signed professional players such as Sun Wen a few years ago. Accordingly, the pressure on Wang Ai was relieved. In addition, because of this year’s World Cup, Coca-Cola’s advertising in China
The quantity is also very large. You can choose Cristiano Ronaldo to cooperate with domestic stars, which is only the second choice. The first choice is always Chinese players.
Among the Chinese players, the top two are Wang Ai and Bai Guanghai. But who will consider the number two? In addition to the big contract signed by Adidas and Wang Ai before, Coca-Cola is already very eager to cooperate with
Wang Ai has communicated for a while. Whether the negotiation is successful or not, you have to tell us first, what exactly did we do wrong?
We may not change it, but at least you have to make it clear to me, right? Wang Ai has too much influence in Chinese football. Once Wang Ai refuses to sign a contract with Coke, what he says in private may set an example.
Effect. For example, if Lao Bai sees that Wang Ai doesn't sign, he might not sign either. If he doesn't sign, Luo Tongliang won't sign either. If Luo Tongliang doesn't sign, then the Tubingen system will act collectively and reject Coca-Cola together.
In fact, that’s nothing, but the question is, what about Coca-Cola’s archrival Pepsi? And what about Wahaha in China?
This is called affecting the whole body. When you reach Wang Ai's position, every move will affect the market share of each company. Who dares not to take it seriously with billions of transactions?
So, Coca-Cola went around the corner and found Wang Ai's agent Schlapner through the German Football Association, and mobilized the old man to come back and talk to Wang Ai. They were afraid that direct contact would cause the talks to collapse. The so-called major business negotiations were also
Nothing more than that.
This chapter has been completed!