An Interview with He Haiming, Deputy Director of CCTV Advertising Department
The once-in-four-year World Cup has always been an eye-catcher of billions of passionate audiences throughout the world as well as a fantastic opportunity for brands achieving intimate communication with the consumers. A great number of advertisers have been taking advantages of the event to promote their brands.
"The World Cup is dramatic and intense, full of suspensions and miracles, and it is the most popular and sensational sports event in the world. Compared with those enterprise-staged marketing campaigns which often cost millions and even tens of millions of dollars, the advertising value of the World Cup is much higher. Advertisers may achieve very good results, so long as they grasp the right opportunities and make detailed preparation on aspects such as branding, marketing strategies and media communication," said He Haiming, deputy director of CCTV Advertising Department, who is an expert in the field of sports marketing.
Glamour goes to both the programs and the commercials
Needless to say, the live broadcast of the games has always been a thrill to hundreds of millions of Chinese football fans. However, the TV commercials and branding activities also draw the eyeballs. According to Dr. He, many enterprises excelling in marketing and branding on sports events, such as Coca Cola, Adidas, Pepsi and K-boxing, have invested heavily in order to produce creative, refined TV commercials. BMW, Nike and Adidas launched a 30-second commercial respectively during the World Cup. For the football fans, the wonderful games and the high-level TV commercials double their visual sensation.
The integrated all-media communication
He Haiming said that the World Cup marketing was a systematic process, and enterprises should not only formulate scientific and rigorous marketing strategies in response to the actions of their competitors as well as their own strategic positions, but also consider achieving optimized multi-channel communication through the effective integration of media. This time, CCTV has made a breakthrough from the unitary televising to the combined broadcasting of three major media - TV, Internet and cell phone, setting up an omnimedia platform; hence, the audience has more options to access the World Cup.
He Haiming pointed out that the South Africa World Cup would be the first time for CCTV to stage a real “all-media report” on such a great sports event., which not only provides the audiences with more options to access programs, but also created more opportunities for advertisers to optimize the effect of their advertisements.
Huge Demands VS. Limited Resource
"Actually, there is a huge demand gap in the market, but in order to create a better advertising environment and improve the audience ratings, we put on strict limitations both on the number of the clients and on the length of each commercial during the World Cup," He Haiming told the reporter. "Limitation on TV air time can ensure the increase of ad effects, thus benefiting our clients."
Apart from the regular advertising products, CCTV also provides its clients with special ones such as program sponsorship and commercial packages. There is also additional commercial air time during the broadcasts of the games - in the overtime matches and the penalty shootouts, and they can be booked and purchased in advance - the expense will be decided, at the end, on the number of actual overtime matches and penalty shootouts. Budweiser, K-boxing and Joeone eventually got the OTs, while the shootouts were purchased by Budweiser and Dongfeng Nissan.
Beer, automobile, clothing and Internet companies become the major advertisers
Dr. He said that in this World Cup, beer, automobile, clothing and Internet companies emerged as the major advertisers. Big beer companies such as Budweiser (sponsor of the South Africa World Cup), Qingdao, Snowbeer and Yanjing have already bought the fixed commercial packages. About 10 automobile companies such as Hyundai, BMW, Audi, Volvo, Qilin, Zhengzhou Nissan and Byd present themselves on the stage of the World Cup. So far, there are more than 10 clothing companies which have signed their World-cup commercial input contracts with the Advertising Department of CCTV, including Adidas, Nike, K-boxing, Deerway, Xtep and Peaksport. Internet companies such as Tencent.com, Sohu.com, Taobao.com and Epin.zhaopin.com have various cooperative activities with CCTV during the World Cup. In addition, enterprises from many industries such as food, drink, home appliances, finance, medicine and cosmetics have also made their commercial appeared during the World Cup.
International brands are much active in this World Cup. Apart from the 7 sponsors of the South Africa World Cup - Adidas, Coca Cola, Budweiser, Castrol, Hyundai, McDonalds and Sony, big brands such as Nike, Pepsi, P&G, VISA, BMW, Audi and DHL also make impressive appearances during the World Cup.
In-depth communication leads to good cooperation
In addition to the regular commercials during the broadcasts, we also have two companies co-sponsoring one program during this World Cup.
Haier and Tencent.com have become the co-sponsors of “My Team” section of World Cup Feast. Haier shows up as the appointer of the section, while Tencent.com serves as its on-line cooperative partner to interact with the audiences and engage the grassroots football teams to share the passion of the World Cup. In the meantime, based on the ground activities - “My Team: A Carnival of Grassroots Football Heroes”, the program has become more popular among football fans, and a maximized advertising effect has been achieved through the coordination and interaction among TV broadcasts, Internet and ground activities.