Great Wall Lubricants: Long-Sleeved Dancers of Olympic Marketing

The Olympic Games that have gone through centuries of years is not only the highest arena in which the world's athletes compete fiercely, but also has become an excellent platform for global corporate brand marketing with its incomparable influence.

The data show that at the opening ceremony of the 2004 Athens Olympics, 300 channels from all over the world had concentrated bombing on it, and 4 billion people worldwide have witnessed this great historical moment through television, demonstrating the great influence of the Olympic Games across national borders and culture. force. In the 2008 Beijing Olympic Games, this “record” was rewritten again. As the first time in the history of the 100-year Olympic Games, the sports event held in the land of Shenzhou will undoubtedly become a golden opportunity for Chinese companies to show the world the power of the brand. Whether it is the International Olympic Committee's global partners, or the Beijing Olympic Games partners or exclusive suppliers, have each released their own Olympic marketing strategy, an Olympic marketing war has already begun.

The story of Samsung and Coca-Cola's taking advantage of Olympic marketing to achieve brand take-off has long been a familiar classic in the marketing industry. But the cruel fact behind their glory is not to be overlooked. In past Olympic Games, only about half of the sponsors of real money and silver have obtained equivalent returns. Many companies have even worsened their business status after sponsoring the Olympic Games. For most Chinese companies, the Olympic marketing journey is their "virgin aviation." Whether it can grasp the marketing opportunity at home and use the Olympic platform to realize the brand value and business development across the board is a challenge. Sinopec's Great Wall Lubricant has used Sinopec as an opportunity to become a petrochemical partner of the Beijing Olympics. Through a perfect match of strategic positioning, marketing strategies and action activities, it has rapidly increased its brand value and established a market for Chinese enterprises to enjoy Olympic marketing. Benchmarking for reference.

Clear Strategic Positioning: Bringing the Distance between Brands and Consumers closer

Looking at the partners and sponsors at all levels of the Beijing 2008 Olympic Games, from credit card institutions to banks, from communication products to computers, from beer to cooking oil, almost all sponsors are consumer products providers for the mass market. As an industrial company that provides energy and chemical products, Sinopec can get satisfactory returns from Olympic marketing. When Sinopec signed a contract with the Beijing Olympic Organizing Committee in 2004 to become the petrochemical partner of the Beijing 2008 Olympic Games and Sinopec Great Wall Lubricants became the official oil of the Beijing 2008 Olympic Games, they faced more questions than the mass consumer products manufacturers. sound.

According to Sinopec Great Wall Lubricants, choosing to become a petrochemical partner of the Beijing 2008 Olympic Games is not blindly following suit. Before deciding whether or not to become a sponsor of the Beijing 2008 Olympic Games, Sinopec seriously evaluated the strategic significance and positioning of the Olympic Platform in enhancing the value of Sinopec Great Wall Lubricants, and finally made a decision to become a sponsor. This precise assessment and positioning process not only ensures the scientific nature of Sinopec’s decision to sponsor the Olympic Games, but also lays the foundation for the Sinopec Great Wall Lubricants Olympic marketing journey.

Before becoming the sponsor of the Beijing 2008 Olympic Games, Sinopec Great Wall Lubricants has been the main player in the marketing strategy. Based on the fact that it has served China’s space industry for decades, it has taken advantage of the Shenzhou spacecraft and Great Wall Lubricant has integrated various means of communication to convey the aerospace quality of Great Wall Lubricants to the public and established a high-tech brand image. Aerospace science and technology have contributed to the establishment of Great Wall Lubricants' high-tech, high-quality brand image. However, after all, aerospace science and technology is far from the lives of most people. Therefore, relying on the high-tech brand image of Great Wall Lubricants established by aerospace technology, many consumers have virtually created an unattainable sense of distance.

As high-end automotive lubricants become an increasingly important strategic market for Great Wall Lubricants, Great Wall Lubricants urgently needs a more popular and emotional brand marketing platform to allow Great Wall Lubricants to realize their brand through emotional interaction with consumers. The promotion of value and the leap-forward development of market performance. Recalling the sponsorship of the original intention of the Beijing 2008 Olympic Games, the relevant person in charge of the Great Wall Lubricants stated that “As the world’s most influential public participation event, the Olympic Games has been given more and more technology and sense of fashion, choosing Olympic marketing. The platform can add a sense of fashion to the Great Wall Lubricants brand, and can further bridge the gap between the 'space quality' that has been formed and consumers and build a sense of closeness and trust with consumers."

The strategic position of “closer distances with consumers” has given Great Wall Lubricants’ Olympic marketing journey a clear theme, effectively avoiding many Olympic sponsors from causing excessive brand appeal during the Olympic marketing process. Confusion of consumer perception; also accumulated experience for industrial companies to take advantage of sports marketing.

Integrate communication methods: All-round actions affect stakeholders

When more and more companies want to take the Olympic marketing express train, Olympic marketing itself has evolved into a fierce competition for the target audience. Under the circumstance that many sponsors are surrounded by endless concepts and activities, companies must use Olympic marketing to achieve the goal of enhancing their own brand value. They must achieve the perfect match between their own brand connotations and the Olympic spirit in order to build the sponsor brand with the tremendous influence of the Olympic Games. Consumers' emotional interactions, in turn, use integrated communication methods to maximize the impact on stakeholders and achieve marketing goals. The advent of the Olympic Games partner sponsorship of the Olympic Games has also proved that if you do not intensively engage in branding, marketing, creativity, and communication methods, the identity of the Olympic sponsor alone will not bring about an increase in brand reputation and loyalty.

As early as the beginning of the cooperation partner for the Beijing 2008 Olympic Games, Sinopec put forward the theme slogan of “dedicating clean oil products to serve the Green Olympics”. This fits in with the “Green Olympics, Technological Olympics, and Humanistic Olympics” of the Beijing 2008 Olympic Games. The big theme is to establish a perfect connection between its own business, brand and the Green Olympics. This brand connotation and the spirit of the Olympic Games docking, the achievements of the integration of the soul throughout the dissemination.

To successfully achieve Olympic marketing, the Olympic Games partners must establish a combination of brand connotation and the spirit of the Olympic Games. They must also rely on a series of integrated and creative communication methods that are in perfect harmony with their own business and brand content. Docking display and delivery to consumers, partners, the public, government and other stakeholders. At present, many domestic Olympic sponsors, especially some small and medium-sized sponsors, lack the idea of ​​matching their own business and brand in marketing of the Olympic Games. They are often too monotonous in the use of marketing methods, and even play several Olympic Games Logos on TV. Together, the brand advertising ended in a hurry, affecting the true play of the sponsors' rights and interests.

The sophisticated use of Sinopec Great Wall Lubricants in the marketing of the Olympic Games and the means of integrated communication has demonstrated its long-sleeved dance as a large international company in brand communications. The author tried to apply Great Wall Lubricants - Changhang Lubricants 2008 event jointly initiated by Great Wall Lubricants on September 8, 2007, jointly with Beijing TV Station and the Central People's Broadcasting Station, to apply the Great Wall Lubricants Olympic marketing ideas and integrated communication methods. Make a brief analysis.

As we all know, in a modern society, building a good traffic civilization is a breakthrough in enhancing the image of a city and even a country. With the pace of the Beijing 2008 Olympic Games getting closer, the traffic environment in Beijing has become a more and more severe challenge. In this context, advocating a civilized vehicle ride that not only meets the needs of Great Wall Lubricant's business and target customers, but also has a very important and far-reaching significance. Sinopec gave an accurate insight into the demand of the whole society for civilized driving. Together with the Beijing TV station and the Central People's Broadcasting Station, which are influential in Beijing's civil and bicycle-friends groups, the company has held a large-scale "Great Wall Lubricating Oil" with the theme of the Olympic Games - Smooth 2008 activities."

"Changxing 2008" is not only unique in its creativity but also in terms of integrated communication. In addition to the airborne dissemination of high-end media, Sinopec has also used a lot of ground resources. Sinopec's 116 gas stations, 13 car care centers, 4S stores, Cheyouhui and more than 300 volunteers are deeply involved. From the release of the “Cycling Convention for the 2008 Civilization Driving” to “Hug 2008, 300 entertaining the 5th Ring”, from “Celebrity Building to Promote Civilized Driving” to “Changxing 2008 into the Community” and then to “Sina and Sohu Public Welfare Forum” The launch of other online activities... The surge of free-flowing activities is higher than a wave. In just a few months, the event has received more than 700,000 car owners' gracious response and participation. The number of online traffic has exceeded tens of millions of times, and 700,000 colorful and eye-catching activity logos have become a flowing landscape in the city. It seems that The enthusiasm of the entire Beijing city has been mobilized. The distance between the people and the Olympic Games is near, and the distance from the Great Wall Lubricant is close. A Great Wall Lubricating Oil widely praised by the government, the public, and the media has allowed people to receive civilized baptisms in their deafness. Some cities across the country have followed suit and organized local activities. In the report, CBS also lamented that the free-flowing activities demonstrated the Chinese people's ability to hold a good Olympic Games and their solid confidence.

Plane, network, television, radio, advertisement, logo, word-of-mouth ... The propaganda carrier of the smooth movement extends from the media to the people, and the effect of communication is swelled like a snowball. Public, Transportation, City, Social Responsibility, Urban Interests, Olympic Spirit... With the help of smooth activities, Great Wall Lubricants has received extensive attention and social recognition, which perfectly reflects the style of an international company.

Since 2004, together with the Olympic Games, in less than four years, Sinopec Great Wall Lubricants has accurately integrated the Olympic Games, transportation, environmental protection and public welfare elements with an accurate Olympic strategic positioning and all-around integrated communication methods. Weave a comprehensive Olympic marketing network and build a three-dimensional influence system for stakeholders. Taking advantage of the Olympic platform, it has brought the Great Wall lubricants closer to consumers' psychological distance in just four years. While continuing the legend of “space quality”, it injected more technology, fashion and humanity into the Great Wall lubricant brand. color.

In the short period of 4 years after the Olympics was inaugurated, Sinopec Great Wall Lubricants achieved a significant leap in brand value from 7 billion yuan to 11.2 billion yuan, and surpassed many domestic and foreign well-known brands to become the most trusted lubricant brands for consumers. , An increasingly large partner camp has also given Great Wall Lubricating Oil's growing brand influence with good comments. The common choice of many mainstream car companies, up to 65% of the market share, China's OEM lubricants market deserved leadership Brand. The success of Great Wall Lubricants not only provides a reference for how other Beijing Olympic sponsors can maximize the rights of sponsors in the rest of the year, but also how industrial companies that have a natural psychological distance from ordinary consumers can exert their sports marketing potential. Set a benchmark.

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