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巴西世界杯最舍得花钱打广告的4家美国500强公司

赞助世界杯对于期待扩大海外市场的公司来说总是格外具有吸引力,《财富》美国500强这样财大气粗的公司自然不会放过这样的好机会。

    大家观看世界杯的同时,不妨留意一下各大公司的广告。在呼唤世人一起走进世界杯的音乐背后,是收款机点钞的声音。据麦肯锡(McKinsey)调查发现,国际足联(FIFA)将获得14亿美元赞助收入。而相比2010年南非世界杯,本届世界杯的广告开支增加了40%。虽然各大公司不会披露具体的开支情况,但ESPN世界杯决赛时段30秒广告的价格预计约为300,000美元。赞助世界杯这样的全球赛事对于期待进军海外市场的公司来说格外具有吸引力。《财富》美国500强公司(Fortune 500)自然也不会放过这样的机会。下面是本届世界杯的四家《财富》美国500强赞助商,我们来看看他们想向全世界消费者传达什么样的信息。

    Visa公司

    《财富》美国500强排名:238

    2013年收入:118亿美元

    广告:心驰所向

    世界杯是全球一家的盛宴,不论你是小丑,英式橄榄球球迷,诺贝尔奖得主,还是在意大利餐厅为法国队加油的齐达内,每个人都是庆典的一份子。

    Visa公司(Visa)希望通过广告告诉我们,世界杯在竞赛中团结世界人民,并使Visa公司作为一家全球性公司而深入人心。“心驰所向”是Visa公司使用21年的“我们共同的向往”这一主题的修改版。2006年,Visa公司停止使用老版的广告主题。

    Visa公司兑现了自己承诺。作为世界杯赞助协议的一部分,Visa公司提供了世界杯的所有支付基础设施,在比赛场地安装了3,000台销售点终端机和75台ATM机。公司首席品牌官安东尼奥•卢西奥说:“每次世界杯之后,我们的品牌价值都会增加。”如今,人们心驰所向的同样包括数字世界,但不必担心,Visa没有忘记这个领域。这家公司将超过35%的市场营销预算用到了数字和社交媒体。本届世界杯,Visa公司向全球电影人发放了预存25,000美元的Visa卡,供他们拍摄球迷观看比赛的场面。

    麦当劳

    《财富》美国500强排名:106

    2013年收入:281亿美元

    广告:Gol!

    麦当劳(McDonald's)一直在努力树立一种更健康的形象,而成为世界杯的长期赞助商,依旧是一项有效的举措。麦当劳广告关注的是不同年龄群体的健康:小男孩、中年妇女和老年人。所有角色都有一个共同点:对足球的热爱(和炫酷的球技)。

    广告的背景音乐是“Oh By Jingo”,目的也非常简单:专注于足球,而不是食物。事实上,除了在广告结尾出现了一个画有足球和麦当劳标志的指示牌外,广告中根本没有提到这家快餐业巨头的身影。

    麦当劳在食品营养价值方面依旧面临压力,因此,这种微妙的品牌推广有助于实现它海外扩张的期望。而且,与Visa公司一样,这则广告会让人们回想起麦当劳“2005年健康生活”的广告。

    可口可乐

    《财富》500强排名:58

    2013年收入:469亿美元

    广告:The World’s Cup

    同一个世界,同一场比赛,同一种饮料。可口可乐公司(Coca-Cola)希望告诉消费者,世界杯是每一个人的世界杯,广告的主题是四支由来自日本、东欧、亚马逊地区和巴勒斯坦的普通人组成的球队备战世界杯的情景。

    今年的世界杯广告是可口可乐史上规模最大的一次,将向175个市场投放。可口可乐公司希望在2020年底将公司业务翻一番,而其中的关键便是如何吸引千禧一代。可口可乐公司刚刚推出了“分享可乐(Share a Coke)”营销活动,已在中国、日本、欧洲和俄罗斯市场启动。在美国,可乐瓶上将印有最常用的250个名字,吸引消费者购买这些个性化的可乐瓶。这家公司通过在大可乐瓶上印上“家人”和“朋友”等标签,来赢得消费者的青睐。

    强生公司

    《财富》500强排名:39

    2013年收入:713亿美元

    广告:由关爱,生关爱

    强生(Johnson & Johnson)希望为自己树立起关爱消费者的形象。主题为“由关爱,生关爱”的广告片符合这家公司“2015年健康计划”中首次提出的有关企业公民的目标。而几乎与足球毫无关系的世界杯广告(只是在屏幕下方出现了一个标志)则显得有一点冒险。身为世界杯官方医疗保健赞助商,强生公司在“Once Upon a Care”广告中采取了这种做法。广告长约三分钟,主角是儿童图书作家帕特里夏•拉金,广告在尝试回答这样一个问题:“我们是否在尽力启发孩子们关爱他人?”这则广告对于一家中式家庭的广告来说很有意义——只是缺少了足球元素。(财富中文网)

    译者:刘进龙/汪皓

    As you watch the games today, keep your eyes peeled for the ads. Layered underneath the music that beckons come one, come all to the World Cup is the ka-ching of money. According to a McKinsey study, FIFA stands to make $1.4 billion from sponsorship deals, and spending is up 40% from the 2010 games in South Africa. Although companies won’t disclose their spending, 30-second ad spots for the ESPN final are expected to cost around $300,000. Sponsoring a global event like the World Cup is particularly enticing to any company looking to make headway overseas. That fact is not lost on the Fortune 500. Here are the four Fortune 500 sponsors of the World Cup and a look at what kinds of messages they are trying to send to consumers the world over.

    Visa

    Fortune 500 Rank: 238

    2013 Revenue: $11.8 billion

    Campaign: Everywhere You Want to Be

    ...is the World Cup where global unity triumphs, whether you’re a clown, rugby fan, Nobel Laureate, orZidane cheering the French in an Italian restaurant.

    Visa V 0.27% is here to tell us the world is united in its rivalry, driving home the message that the company is global in its scope. Everywhere you want to be is a revamped version of Visa’s 21-year-old “It’s everywhere you want to be” theme, which was shelved in 2006.

    And Visa is making good on its promise. As part of its World Cup sponsorship, Visa provided all of the payment infrastructure for the games, installing 3,000 point of sale terminals and 75 ATMs at the venue. “Every time we measure brand value after the World Cup, it increases,” said Chief Brand Officer Antonio Lucio. These days, everywhere includes the digital world, but no worries, Visa is there too. Its shifted over 35% of its marketing budget to digital and social. And for the World Cup, Visa gave filmmakers across the world Visa cards pre-loaded with $25,000 so they could film fans.

    McDonald's

    Fortune 500 Rank: 106

    2013 Revenue: $28.1 billion

    Campaign: Gol!

    For a company attempting to conjure a healthier image, being a longtime sponsor of the World Cup continues to be a good move. The McDonald's MCD 0.17% ad focuses on fitness for a variety of age groups: a young boy, a middle-aged woman, and an elderly man. And the cast of characters are all unified by one thing: a passion for soccer (and crazy talent to go with it).

    With “Oh By Jingo” playing in the background, the aims of the ad are simple, too: keep the focus on the football, not the food. In fact, save for a sign near the ad’s end with a soccer ball and a McDonald’s logo in the middle, there’s no mention of the fast food giant.

    The subtle branding plays into the company’s desire to expand overseas and, as with Visa, is reminiscent of McDonalds' 2005 Healthy Living campaign, as it continues to face pressure about the nutritional benefits of its food.

    Coca-Cola

    Fortune 500 Rank: 58

    2013 Revenue: $46.9 billion

    Campaign: The World’s Cup

    One World, One Game…and one drink. Coca-Cola KO 0.64% wants you to know the World Cup is for everyone, as the ad focuses on scenes of four teams from Japan, Eastern Europe, the Amazon, and Palestine preparing for the World Cup.

    This year’s World Cup campaign is the largest in Coke’s history and will reach 175 markets. Coke aims to double its business by the end of the decade, and the key is wooing millennials. On a practical level, Coke just rolled out its 'Share a Coke' campaign, which has been introduced in China, Japan, Europe, and Russia. Coke bottles will sport the top 250 first names in America, inviting customers to buy personalized bottles. Coke gets the point across by labeling bigger bottles “Family” and “Friends.”

    Johnson & Johnson

    Fortune 500 Rank: 39

    2013 Revenue: $71.3 billion

    Campaign: Care Inspires Care

    Johnson & Johnson’s JNJ -0.51% wants to cast itself as the company that cares. An ad campaign dubbed Care Inspires Care fits in with its Healthy 2015 goals to address corporate citizenship for the first time. But a World Cup advertisement with little mention of soccer (except for a logo at the bottom of the screen) comes off as a bit dodgy. Johnson & Johnson, the official health-care sponsor of the World Cup, takes this route in its "Once Upon a Care" ad. Nearly three minutes long, featuring the children’s book author Patricia Larking, the ad attempts to answer the question, “Are we doing enough to inspire our children to care?” For a company actively pursuing an emphasis on family, it makes sense – lack of soccer aside.

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