12 Big Active car brands, recent marketing all how to play

Summer, we used to chew watermelon time to browse the aftertaste of the 12 large active car manufacturers of recent marketing tools and activities, which for the "insider" or can be used for reference, and even as a "common crowd", I believe that some of our social life can help.

Mercedes-Benz Sports literature

"We have expanded the marketing dimension of Mercedes-Benz brand through the platform of China International Fashion Week, while sports marketing is another derivative brand building of Mercedes-Benz." From the direct effect of view, our sports car sales ratio has increased, but from the marketing point of view, we are more hope to enable customers to feel the charm of the brand. "--Sales and marketing executive vice president of Beijing Mercedes-Benz Sales Service Co., Ltd. Jianjianjun

Mercedes-Benz has been adhering to the sponsorship of tennis competitions, and with Federer, Li Na and other tennis stars signed, the practice of the young Mercedes-Benz strategy also played a role in promoting. Since 2011, Mercedes-Benz through some sports marketing effectively improve its previous brand image: Vitality, hard work, enterprising, dynamic ... These words have become more and more people's evaluation of Mercedes-Benz. January 25, 2014, after a 2013-year victory over the championship, Li Na won the Australian Open, Mercedes-Benz will also be enterprising, the meaning of the struggle through the success of the transfer of tennis.

On the other hand, in the 2014 F1 China Grand Prix, Mercedes AMG Petronas team, the main driver, 24 F1 station champion Lewis Hamilton driving the W05 race to win the 2014 F1 China Station champion. It is also the latest highlight of Mercedes-Benz's sponsorship of sporting events.

In the field of culture and art, Mercedes-Benz has never loosened. Since 2011, Mercedes-Benz began to join hands with China International Fashion Week, at present, Mercedes-Benz China Fashion Week has become China's fashion industry event, but also the display platform of Chinese designers, and the fashion week is Mercedes-Benz in the world-sponsored 38 international Fashion Week, the fastest development. Each Mercedes-Benz China International Fashion Sell-off will display a Mercedes-Benz brand features products, with activities to enhance customer and product and brand fit.

BMW insists on pleasure

"BMW and sports are inextricably linked, through cooperation with the Olympic Games and other sporting events, BMW's brand core value increased a lot." --Wu Yanyan, vice president of BMW Group Greater China

BMW has been working with the golf game for more than 20 years. From the point of sports marketing, insist on the continuity of sports sponsorship is the key to sports sponsorship, the need for car companies have plans, long time to invest, BMW and the cooperation of golf is a typical case--BMW masters have been deeply rooted.

In addition, from 2010 onwards, BMW through the Facebook Poster initiative to define the "Yue", then open to "Yue" as the core brand marketing strategy, from the promotion of the brand's efficient power to use innovative, dynamic, environmental protection and other topics to interpret the "Yue". 2012, by the Olympic opportunity, BMW released its "for the best" theme, BMW last year launched a "passionate" marketing concept, to this end, BMW, in addition to the use of traditional social media publicity, but also a separate set up a passionate website, where people can share their passion stories, You can also vote for a passionate story that has already been uploaded.

Dongfeng Peugeot Tennis True Love

"Dongfeng Peugeot has always been committed to promoting the development of China's tennis, the future, Dongfeng Peugeot in the deepening of cooperation with the Chinese network, on the basis of the tennis campaign will further increase the investment." --Vennan, Vice general manager of Dongfeng Peugeot

The fate of Peugeot and tennis is very deep. Its cooperation with the French Open began in 1984, in the 30 years to date for the Garros to provide champions and VIP car, during the launch of the Garros limited edition models. In 2011, Peugeot invited Li Na to take a feature film in the 508SW car, and this year Djokovic became the Peugeot global brand ambassador, and Djokovic will be promoting the Peugeot brand worldwide for the next three years.

Since 2012, Dongfeng Peugeot has selected 6 "Future masters" youth representatives every year to send them to the French Open for special training and experience Garros activities. And January 15 this year, Dongfeng Peugeot and the Chinese Tennis Association held a signing ceremony, Dongfeng Peugeot became the official partner of China Tennis Association and 2014 China Network Association "future Masters" championship title sponsor. In the Saturday, Dongfeng Peugeot "future master" Chinese Youth Amateur tennis tournament was launched at the Beijing National Tennis Center. In fact, Dongfeng Peugeot has held the two "Lion Cup" amateur tennis Grand Prix last year and two years ago. In addition, at the beginning of 2014, Dongfeng Peugeot also held a "Dongfeng Peugeot Cup China news media Tennis Series" for the news media, which was jointly sponsored by China Network Association and Chinese Open Competition Organizing committee.

In addition to the movement, Peugeot is also grasping to expand its own appeal--by the South Korean side of Hubei satellite TV to build the first big star love reality show "If Love" is broadcast, the program, Dongfeng Peugeot 2008 for the star formed a dedicated team.

Audi enterprising Young

"We asked the third party research company to do a research on several major luxury brands, involving brand awareness, prestige, user preferences, etc." In this picture you can see three lines, of which the Audi line is always rising. Now Audi is second in terms of both nobility and motion, and Audi is the first to be aggressive and the highest level of cognition. "--FAW Volkswagen Audi sales division general manager Thin Stone

The Audi-sponsored sporting event, mainly football, is the exclusive car sponsor of a number of top clubs, such as Real Madrid, Barcelona, AC Milan, Bayern Munich, etc. Audi established the Audi Club Cup in China in 2012. In addition, Audi early this year will be "insight into the future-the ice and snow experience season" to Russia, inviting domestic users to the Sochi Winter Olympics scene.

In the aspect of culture and art, Audi penetrates the cultural marketing into various fields through the celebrity of the Audi Yingjie Exchange. For example, an absolute Audi supporter should be able to spend his day--smart apps on mobile phones can be transferred to the car at any time; sometimes, you need some inspiration, you can drive the Audi A1 to see a A1 related to the "first love" drama; Take mom and Dad to the normal maintenance of the 4S store can listen to a Suri special concerts. The latest news is that in the future, the name of a good Chinese voice may become the "Audi World Sound".

Dongfeng Citroen Wings for 7 years

Through ' Who is the King ' this platform, we have driven and disseminated Dongfeng Citroen has been advocating a healthy and happy life philosophy. In the next four years, we will fully build a healthy feather ball life of large-scale experience platform. --Bonavin, Vice general manager of Dongfeng Citroen

"We believe that sports marketing is an effective means of promotion." The Citroen brand has worked with badminton for many years, spreading influence over billions of people; PSA Peugeot Citroen has also supported a number of sporting events worldwide, such as the WRC World Rally Championships, as well as football--PSA Peugeot Citroen is a sponsor of the French national team at the World Cup. "--Zhangyu, director of PR, Asia operations, Peugeot Citroen Group

Dongfeng Citroen is the 2010-2017 Chinese badminton team, China Badminton Association's sponsor, Dongfeng Citroen C5 and Sega become the Chinese badminton team designated car. During the past 7 years, Dongfeng Citroen will provide support for Chinese badminton teams and their participating competitions, and will jointly promote the popularization and development of Chinese badminton by the Chinese Badminton Association, and build a "Badminton 1-hour" health large experience platform.

At the beginning of April this year, "Who is the King" Dongfeng Citroen China Badminton Competition in the new site of CCTV, the event invited to Yongbo, lindane, Bao, Zhao and so on to come to the end, the final 6 groups a total of 12 badminton folk ace won. Activities, from helping to build the registration channel to the vehicle, Dongfeng Citroen gave full cooperation.

Guangzhou Auto Toyota from Youth

"Joy Street" impromptu comedy mode and Leiling ' for the young ' brand image of a high degree of agreement, both represent the commitment to innovation, leading the trend of energy. "--Guangzhou Chen Daohong, Toyota Marketing minister

Attentive viewers should find that the first Chinese impromptu comedy reality show, "Joy Street", which is currently being hit by CCTV, appeared on the scene of the new Toyota Intermediate car Leiling, which was sponsored by Guangzhou Auto Toyota.

The hand with the entertainment industry is the main train of thought of Guangzhou Auto Toyota's recent marketing. At the end of next month, the film "Leiling", starring Hollywood director Migaton, who directed "3" and "Wolverine" Jackman and Shu Qi, will be officially released.

In fact, since last year, Toyota has launched a series of marketing for young people, all of which are related to entertainment. Guangfeng for the new car listed last year to dazzle the King Zhiwen, Chen, Jiang, Liao Beina, and other 7 individual popular talent as the spokesperson, for a model to choose so many spokesmen in the history of Chinese automotive marketing is not common. This year, the film was filmed by a white producer, and it was the story of the youth of 7 different youths that dazzled the 7 spokesmen.

In addition, Hyun also participated in the Evergrande Star Music Festival and Guangzhou Marathon competition. At present, the star-Dazzle music Festival national Tour has begun, 7 dazzling youth series of micro-film will also be released. Guangzhou auto Toyota also with the Shenzhou car rental joint marketing, carried out to dazzle the people test drive experience, and launched a dazzling national large-scale test drive activities, and it will continue to carry out in the nationwide dazzling challenge, war CTCC.

Seahorses want a high profile.

"In the future people will see the hippocampus in many ways, we will be more high-profile than ever." "----Li Wei Sheng, general manager of Hippocampus Auto Sales Co., Ltd.

This year is a bumper harvest for the hippocampus, which has not only become the sole sponsor of the auto industry, the "private order" of the Beijing satellite TV experience reality show, but also the deep implantation of the hippocampus in the TV series "My Son is a wonderful flower." Before that, the hippocampus also sponsored the CCTV 2 sets of "Super Weight Loss King" program. In addition, this year, the new car hippocampus S5 also invited Wu Mo worry to do a spokesperson, in order to close to the consumer groups.

Lifan Environmental Brand

"The key to the success of such sports marketing is to see whether the spokesperson's image and brand and product image match." "-Lifan PR-related person

During the World Cup, Lifan Auto joined hands with former world football Mr. Philip, the two sides of the Brazilian and Lifan Auto 4S Shop linkage, aimed at the human ecological environment, the concept of sports and environmental protection into the brand; At the same time, Lifan also invited the global Lifan car owners together to explore the Amazon rainforest in Brazil. During this year's Beijing auto Show, Figo also appeared at the booth to cheer Lifan cars, giving full play to its star effect.

Infiniti's going anywhere.

"We have to influence a lot of people and let them feel the uniqueness of Infiniti," he said. By sponsoring "Where's Papa?" We have thus received 6 annual marketing awards from the media; the JX, which is now QX60, has won 4 annual Import Car Awards; The first half of the year has increased by 5.4% compared with the same period last year. "--Infinidi China general manager Dayre

In terms of sports, Infiniti has been working with F1 Red Bull for a long time, and Infiniti has been using the Red Bull fleet to publicize its efficient drive. In 2014, the Infiniti-Red Bull team announced the launch of a project to recruit F1 interns in China. As an important part of the global project of the Infiniti Vehicle Performance Engineering Institute, in addition to mainland China, the intern recruitment program includes 11 countries or regions such as the United Kingdom, the United States, Germany, Australia and Hong Kong, China, and recruiters can complete a one-year internship at the Infiniti-Red Bull team headquarters.

And in a more perceptual culture, Infiniti will continue to sponsor the second season of "Where Papa Goes," and announced the convergence of industry areas, to join hands "where the Father" program, Archie Arts, cattle nets, NPC, bear infestation, Yao fund, and so on, launched the "Love family season" large-scale experience activities, covering product implantation, network video, parent-child self Driving tour, Parent-child fashion, children's cartoon and youth sports six major aspects. The event for the 5-12-year-old children and their families, the experience will cover all major cities throughout the country, infiltration to the Infiniti national more than 60 distributors, to emotional experience activities to attract consumer participation. Among them, the two main projects "Dare to love the father of summer camp" and "go back to the Father Road" is expected to attract nearly 8000 participants, including about 3,000 children and young people.

Jaguar Land Rover Self-activating

"Jaguar China has never invited a star to be a spokesperson before, and now it is the most important criterion for Jaguar China to choose a brand spokesperson for the Chinese market, fit and cognitive." Beckham's personal experience has now become a representative of Jaguar's spirit and belief, and can be said to represent Jaguar more than ever. "--Jaguar China Executive vice President Che Yanhua

Jaguar launched its new brand concept of "ALIVE" in March 2012, and Jaguar China took advantage of a series of marketing campaigns to reposition and interpret the Jaguar brand's meaning and value. In 2013, Jaguar planned two brand events throughout the year-the legendary future Jaguar culture tour and the British legendary Jaguar challenge. The former with Jaguar Type Series Classic historical models across the country 10 historical and cultural cities, for fans show Jaguar brand culture and history. The latter spans 27 cities across the country, enabling fans to experience Jaguar technology at close range.

On February 18 This year, Jaguar Land Rover won the marketing success by voting for Jaguar's China spokesperson, and one hour after the announcement, Jaguar China's official microblog message has been forwarded. In the end, Jaguar chose to join Beckham in the hope of rebuilding the Jaguar brand's youthful image with Beckham. In the past two years, Jaguar has not only started to build new cars for the Chinese market, but also highlighted the rejuvenation of the vehicle design and marketing strategy. Beckham's partnership with Jaguar will cover all of its cars, including XF, XJ, and F-type, to highlight the importance of the Chinese market, which will showcase Beckham's upcoming series of events and give the Chinese consumer a full display of Jaguar's brand image. In the marketing campaign, Beckham will also participate in the interaction with the Chinese consumer, in-depth delivery Jaguar Brand concept alive the "achievements not only" spirit.

Dongfeng Nissan Multi-Strike

"Whether sports or entertainment marketing, we hope that through more accurate, more efficient way, the enterprise information, brand spirit, product value to consumers." With the rejuvenation of automobile consumption, it has become the main body of automobile consumption, in the future, Dongfeng Nissan will also focus on the generations, focusing on their consumption needs and interests to launch precision marketing. "--Dongfeng Nissan Market Sales Department deputy secretary Chenhao has

All along, Dongfeng Nissan is very focused on the form of marketing and content of innovation, trying to connect its products and consumer ties play to the extreme. At the beginning of this year, Dongfeng Nissan Kai Chen billion hand Guangzhou Evergrande Football Club, became a hit marketing case, more than 100 million yuan of cooperation amount, created a domestic sports business sponsorship record. Kai-Chen and Evergrande's cooperation is mainly focused on the promotion of football culture, in addition to the shirt chest advertising crown name, Dongfeng Nissan's Kai-Chen and Nissan brand models will also be the official designated car, the Asian Championship stadium host designated vehicles.

Of course, Dongfeng Nissan also sponsored many other sporting events, "China Asia-Pacific professional golf team Competition" is one of the typical representative. Dongfeng Nissan sponsored the event in 2011-2013 and will continue to sponsor the tournament for three years after the 2009-2010 golf tournament.

In addition, this World Cup is also the perfect opportunity for Dongfeng Nissan to carry out marketing. At present, by Dongfeng Nissan Exclusive title of "Big Club Feast" column is CCTV5 prime time broadcast, and Dongfeng Nissan official website and Dongfeng Nissan franchise has become the "Big Feast" "Fan Story" section of the official designated registration channel.

Besides sports, entertainment marketing has always been one of the important marketing means of Dongfeng Nissan. At the Guangzhou Auto Show in 2013, Dongfeng Nissan announced Xiaoming become the voice of Nature brand, and launched the "Coin Jong World" micro-film, officially opened the prelude to entertainment marketing. Subsequently, Dongfeng Nissan sponsored the "I Am singer 2", the new generation of the nature of the Duke became its star designated driving. In addition, Dongfeng Nissan this year also sponsored the Tianjin satellite TV novel June "Secret" column, will be novel June as one of the protagonist of the column, the audience in the enjoyment of outdoor natural scenery, experience star adventure novelty stimulation, but also can really learn how to make full use of vehicles in outdoor survival.

Shanghai GM Buick 100,000 Courage

"100,000 car owners for Ancolat is a harvest, but also a starting point for a new start." On this milestone, Ancolat summoned young owners to share car-washing themed parties, and hopes to get Ancolat owners and more young people to feel because they are young, so they have the courage to wash away the past, confident to start again with a new look. --Shanghai GM Buick brand director Chen

Recently, "Bieck-an-Cola 100,000 Car Wash call order" in Shanghai New Energy theme park staged. Owners with young people's unique enthusiasm and vitality, through the car washing ceremony, expression to the zero mentality to meet new challenges in life's determination. At the same time, this "call order" has also created a new World Guinness-the largest car wash activities.

"Bieck-an-Cola 100,000 Car Wash call order" is a Buick brand launched a collection of music, sports, games and many other entertainment elements of a large car wash summer party. In "Young!" On the spur of the SUV, the event was "washed away, ready to go", to encourage young people experiencing metamorphosis or hesitation to meet the unknown challenge. Following the first Shanghai station, the event will be held in Beijing and Guangzhou on June 28 and July 12 respectively.