In the advertising industry, creativity is very important, but that is in China, which follows the rules.If it is in Europe and the United States, creativity is not the first, the first is actually to take advantage of the situation.Sensitive planners will watch the changes in society anytime and anywhere, no matter what industry, as long as it is sensational and influential, it will become the object of advertising planners.Any advertisement that is linked to a sensational event in the current society, even if the idea is old, will work well.In short, in the European and American advertising industry, creativity is not unusual, and all kinds of brains are competing to open up, who to choose?
Whoever can take advantage of other social hotspots will be chosen.Wang Ai's Coke can on the side of the court this time had such an effect, and it became a craze for a while.In such a social hot spot, Coca-Cola has a very high promotion value.Although kicking a Coke can may seem a bit disrespectful to Coke, an empty Coke can is garbage, and the players' feet are not disrespectful, so can they say that they have no respect for football?
So the idea that made Wang Ai feel embarrassed was not a problem for Coca-Cola at all.The planner who came said, "Our idea is that one of you drinks Coke on the field, then you top the Coke can, and then pass it to the next one to continue the Coke can, and the last one to put the Coke can in the trash, and that's probably the process." ”Seeing that Wang Ai was still a little puzzled, he continued: "We are the sponsors of the World Cup, and the slogan of this World Cup is the moment 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 hurry up and launch a commercial film to see the effect while everyone was still having a heated discussion.If it works, we have a follow-up plan. ”Wang Ai nodded, didn't say anything, since it was a collective action of the club, he would participate.Sure enough, the whole team took shots in turn that night, and it was indeed more difficult to top the Coke can than to juggle the ball, mainly because the Coke can was irregular and needed to ......
How much with a confectionery.At least for professional players, it's not difficult, and people follow suit in private, mainly because it's fun.Even goalkeeper Petr Cech was at the top for more than two minutes in one go.But unexpectedly, in this advertising shooting, Coca-Cola signed a temporary agreement with each team member, and everyone got an extra sum of money, how much is everyone, Wang Ai doesn't know, it's all checks, anyway, what Wang Ai saw when he got it was 20,000 pounds, just a few minutes, this money is enough.I just don't know why Coca-Cola is a sponsor of Chelsea, why it gives everyone another money.The mystery was realized when Schlapner arrived the next day, and it turned out that what everyone had granted to the club was the right of portraiture, which meant that the club could use the image of the player, the game video, and the training video to carry out commercial cooperation, but it did not include the video of the player to perform actions unrelated to training and games, which did not fall within the scope of the image.For example, Wang Ai, I have authorized the club to use my image, as for the others, I have to cooperate, especially temporary, sorry, I am not feeling well.Therefore, advertisers need to give some extra benefits.The reason why Schlapner rushed to the scene was that Coca-Cola once again requested cooperation with Wang Ai.It's not that Wang Ai is a big brand, but Coca-Cola has never figured out why Wang Ai didn't cooperate with them.This is very puzzling to the other party, and I can't guess it even if I scratch my scalp.Wang Ai became famous in the World Cup four years ago, when Wang Ai was still a minor, and Coca-Cola did not contact Wang Ai for a variety of reasons.But after Wang Ai went to Spain to shine, Coca-Cola was tempted, but Wang Ai was 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 there is logic, that is, in this era, the Chinese are still relatively simple, and the consideration is not so commercial, such as once a product endorsed by a star has a problem, the masses will hold the star accountable.It was not until many years later that all aspects matured and legal interpretations came out, that the issue of the responsibility of spokespersons was completely cut off.Coca-Cola naturally doesn't have any problems, but Coca-Cola is not a health drink either.At least for athletes, it shouldn't be drunk, although it's okay to drink it, but it's best not to drink it.But in this way, once Wang Ai endorses Coca-Cola, and when a reporter interviews him in the future, and he says that he never drinks carbonated drinks, then the Chinese people will ask: You don't drink it yourself, 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 account.Therefore, Wang Ai is also greedy for millions of euros a year, but he can only wait for the understanding of the domestic people to mature.But this time it was different, not only Coca-Cola signed Li Yuchun in China, but also signed Sun Wen and other professional players a few years ago, and the corresponding pressure on Wang Ai was reduced, and because of this year's World Cup, Coca-Cola's advertising in China is also very large.Ronaldo can be chosen to cooperate with domestic stars, but it is only the second choice, and the first choice is always a Chinese player.Among the Chinese players, the top two are Wang Ai and Bai Guanghai.But there is a first, who considers the second?
Coupled with the big contract signed by Adi and Wang Ai before, Coca-Cola is very eager to communicate with Wang Ai.We probably won't change it, but at least you're going to have to make me die, right?
Wang Ai's influence in Chinese football is too great, and once Wang Ai does not sign a contract with Coke, what he says in private may have an example effect.For example, if Lao Bai sees that Wang Ai doesn't sign, he may not sign either.If he doesn't sign, Luo Tongliang won't sign either.If Luo Tongliang doesn't sign, then the Tübingen system will act collectively and reject Coca-Cola together.Actually, that's nothing, but the question is, does Coca-Cola still have a nemesis, Pepsi?
Is there still Wahaha in China?
This is called pulling a hair and moving the whole body, when it comes to Wang Ai's status, then every move will really affect the market share of each company, up and down billions of transactions, who dares not to take it seriously?
So, Coca-Cola turned a corner and first found Wang Ai's agent Schlapner through the German Football Association, and mobilized the old man to come back and talk to Wang Ai.I'm afraid that if I get in touch directly, the conversation will collapse.The so-called major business negotiations are no different.()