He Haiming：To win a wonderful perspective

　　Editor’s Note: August 14, 2010, the seventh Chinese auto marketing senior executives Summit held in Lhasa jointly organized by the China marketing Institute, SOHU AUTO and Economic Centre of CCTV. The following is the speech made by He Haiming, duty director of CCTV Ad Management Associate, titled by “to win a wonderful perspective through alliance with famous brands”.

　　First, I want to it is a pleasure to speak here today.

　　I will introduce four aspects: a review of this year’s World Cup, the auto brands appeared on CCTV platform, the Asian Games and the new opportunities confronted with CCTV.

　　CCTV is the exclusive broadcast television for 2010 South Africa World Cup in China mainland and new media area. With 1st set, 5th set, 7th set and VOOM-HD, the program created a rating miracle. From 2:30 to 4:30 in the morning, the audience rating is 60.49. As for the CCTV5 channel, from 19: 00 to 21:00, the rating share is 14:18.

　　We have seen the ratings of matches among all strong teams such as Argentina and Brazil are always high. The top five rankings are: Germany and Argentina, the Netherlands and Brazil, Germany and England, Argentina and South Korea as well as Brazil and Portugal. The highest rating has reached to 11.49. After the World Cup, Institute for the brand and advertising of Xiamen University has evaluated 15 brands put ads on CCTV, covering 24 cities nationwide with a sample size of 600. The results have showed that the first mentioned Awareness of 11 brands was significantly increased. Auto Accessories we have done two, one is the Castrol lubricants, the first mentioned Awareness has grown by 100% while the Beijing Hyundai has gained an increase of 22.07%.

　　Many car companies have also placed ads in the CCTV during the World Cup period, for example, Kirin of Chery, Dongfeng Nissan, Beijing Hyundai, Chang’an Automobile, Dongfeng Yueda Kia, Brilliance Jinbei and Shanghai VW. Late I will introduce you vehicle brand advertising strategy of CCTV and the ads it broadcasted. Through the TV screen that we will find that:

　　First, many of our corporate marketing strategies are very mature.

　　Second, the commercials are very beautiful and appreciable. Take a look at FAW-Volkswagen. In fact, FAW-Volkswagen has many brands. It has two basic strategies: the first is to place ads at prime time. Usually, FAW-Volkswagen will focus on different models in different seasons, March to April is golf time, June is for new Bora and July is for MAGOTAN CC. The second is to use long version to interpret brilliantly. Each time FAW-Volkswagen have launched a new model, there will definitely be a long ad, such as 45 second ad for Golf GTI and ad 30 seconds for MAGOTAN CC. In the first half of its car sales rose 43,590 compared with a year before.

　　Then let us look at FAW-Volkswagen’s Audi brand. As the first luxury car brand entered in China auto market, Audi has been emphasized matching score during the brand communication. In 2007, Audi co-operated with CCTV on Olympic China program. In 2008 it contracted with the honor hall of the Olympic Games. In the year of 2010, Audi placed ads in CCTV on winter Olympic Games and World Cup. Meanwhile, Audi has signed the transport vehicle project of the Man of the Year on CCTV2. It has persisted placed ads in high-end, finance, sports and news channels and programs. Evening news and the economy 30 minutes program is its first choices.

　　The next let us look at the Mercedes-Benz brand. Mercedes-Benz has two significant strategies; one is to use celebrities to do the ads and the other is matched interaction and promotion. Mercedes-Benz ingeniously use different celebrities to interpret different products, Zhang Hanyu for SUV, Lu Yi and Bao Lei couple for romantic B200. Schumacher for SLS AMG and ML 300 belongs to Federal. During the World Cup, Mercedes-Benz products put many ads in the CCTV, including the SMART fashion ad. Meanwhile promotion activities have been carried out in a dozen cities nationwide. In first quarter the sales of SMART increased 112%. In April it sold a record 11,200 units in the world’s largest automotive market, an increase of 105%.

　　Shanghai Volkswagen is also able to attract the eyeballs. From the quarter-finals, Shanghai Volkswagen began to place ads. The new model TIGUAN has been widely recognized by consumers.

　　We then will take a look at Japan and South Korea series. Beijing Hyundai adopts the strategy of sports sponsorship. The company has sponsored three European Cups and three World Cups from 2000 to 2008. The ad placed at the “Noble Feast” program during the 2010 World Cup period, which gained excellent effects.

　　Then let us have a look at Dongfeng Nissan, Dongfeng Nissan this year has placed ads during he CCTV evening news, which has improved its brand awareness in the second and third tier cities significantly. In the year of 2010, the company continues to subscribe for the evening news and economy 30 minutes. During the South Africa World Cup, it placed the exclusive special for penalty shootout and specialist sports. It caught up all the three penalty shootouts during this World Cup.

　　Guangzhou Honda Automobile smartly uses the celebration of the Chinese festivals. The automaker won the title sponsorship 09 and the 2010 title sponsorship of the Spring Festival Evening Show message list in two consecutive years of 2009 and 2010.

　　Then there comes the Chery. Chery had only one single brand in the past while now has more than one. In 2007, it was the first domestic car brand used more than billion Yuan to win the invitation for bids. In 2008 and 2009, sub-brands began independent operation. In the year of 2010, Chery has appeared successively in Spring Festival Evening Show, Winter Olympics and the World Cup.

　　Let’s look at another independent brand ZHONGTAI, also one of the leading independent brands. During the South Africa World Cup period, the company placed the CCTV carnival for fans. The fans can win the chance of test drive through interaction. The activity turned out to be quite successful.

　　Dongfeng passenger car carried out the tour to conquest five continents by quality. Departing from Shanghai, then through Horgos, finally the team arrived in Cape Town, South Africa, successfully across Asia, Europe and Africa continent to cheer for the World Cup. At each station, a new ad will be broadcasted at CCTV, created a new integrated advertising mode.

　　Then we will take a look at experiential marketing of Chang’an. Before new ads introduced at CCTV, chang’an launched online price guessing, which aroused the concern of many consumers. Then chang’an released the real prices of the new models and invited nationwide media and fans to Chongqing for test drive. Beside all these, there was also game experience of driving around the city with only one tank oil.

　　As a sponsor, after the World Cup, according to a survey, the reference rate of Castrol in second and third tier cities rose to 63.6%.

　　Finally let us look at the Zhongce Rubber. After the ad broadcasted at CCTV, many dealers were encouraged largely and asked for joining in. chairman Chen Jinrong said that to place ad in the CCTV was mainly to enhance the company’s visibility and reputation. Zhongce wanted to tell the countrymen, domestic company also can make good tires.

　　Then I will introduce the Asian Games will be held in November briefly. For your enterprises, it is a very good chance to do brand communications. As an affiliate of Guangzhou Automobile Group, a senior partner of the Asian Games, Guangzhou Automobile Toyota now has already subscribed for joint broadcasting a special project of the 16th Asian Games. After our first conference in Beijing, Guangzhou Auto Group has signed the first ad position of the opening and closing ceremonies as well as the gold medal winner listing. This is a big move of the Guangzhou Auto Group.

　　Finally, I will talk about the new opportunities for CCTV. The channel system reformation has improved our program and brand construction. Next year, the effects of reformation will gradually come out.

　　CCTV will further enlarge and strengthen the platform for your enterprises to provide a better platform. Our idea of this year is: 2011, my brand, our world. Thank you!

　　(Translator: Yalong/Jessie)

　　See original Chinese report Please click: http://auto.sohu.com/20100814/n274207191.shtml