The World Cup is in full swing, some teams have created new miracles to rewrite the pattern of the World Cup, and some teams have become more and more courageous after a short loss. For fans, every game of the World Cup is like a catalyst for emotions, which can instantly ignite the passion and surging deep in the hearts of fans. For brands, in addition to creating emotional values such as passion and joy, the World Cup can also bring commercial value such as attention, popularity, sales and reputation to the brand, so the brand marketing war on Greenland off the market is also fierce.
From the start of the game, many brands had already built momentum with the atmosphere of the World Cup and football elements, such as signing popular players to endorse the brand, creating social topics in combination with events, judging the results of the game with prizes, interacting with games, etc. In this series of communication content based on passion, passion and hormones, Mr. War Art noticed a very special case - "reverse operation" from Tronsu . As the official sponsor of the World Cup, Telunsu chose a communication perspective that is completely different from the main theme of the World Cup. During the mid-game period, Telunsu also made a short film with a soft and international feel with children from many countries as the core creativity.
In fact, friends who follow Telunsu can find that the content of "doing the opposite" is just a key "cut" that Telunsu opened in World Cup marketing. The insights and details behind these contents are the real reasons to penetrate into the minds of the majority of users and inject distinctive personality into the brand.
01. The green field of "krypton gold players" everywhere takes a different approach to efficiently capture traffic
According to data released by Global Data, Chinese companies sponsored $1.395 billion for this Qatar World Cup, exceeding the 1.1 billion US dollars sponsored by US companies, becoming the largest sponsor of this World Cup. Brands that have not obtained official sponsorship rights have also signed contracts with wealthy teams and popular stars, trying to gain more attention through strong binding to the event.
However, as the game continues to advance, the fans' emotions have long been seriously overdrawn by the homogeneous World Cup content. It is not easy to be able to overcome their attention " threshold ". It is even more difficult to impress the public on this basis and establish a positive understanding of the brand. Although in the short film of Tronsu, football and green field are still the main lines of establishing the brand awareness cognition and emotional links, the brand did not choose the traditional perspective of "hot blood + struggle + passion". instead took a different approach to , using more flexible content to create a breathing port in the World Cup tornado.
This short video uses the experiences of children from different countries, genders, and skin colors to tell the joy and touching that football brings to everyone. Whether it is the clear sky or the rainy season, whether it is the beach or the grass, everyone will always experience romance and joy in this process. The children run with innocent smiles and open their arms. These scenes not only evoke everyone's childhood memories of football, but also plant a warm seed in their hearts, cleverly realizing the emotional resonance with the users.
Not only that, the short film also uses a warm tone to tell everyone that never admits defeat. Although never admits defeat is the most charming emotion in the arena, the greatest significance of football is still to bring more health and happiness to participants. In fact, this is also very similar to the emotional core of Telunsu accompanying every consumer who pursues a better life to grow. It is easy to accumulate brand favor while efficiently capturing traffic.
02. takes "32 national grass language" as the creative point cleverly links the World Cup and public emotions
When talking about the four-year World Cup, fans are naturally very excited, but looking out through the fan circle, the communication content created around the game is also difficult to bring deep emotional touch. It is precisely based on this insight that Tronsu found a very clever connection point , allowing the elements of the World Cup to enter everyone's daily life.
On the 30-day countdown to the Qatar World Cup, Telunsu launched a collection gift box with the theme of "32 National Grass Language" .In the promotional short video released at the same time, the audience also set off from Ulan cloth, flew through various countries and finally arrived in Qatar, and saw the British four-leaf clover , Swiss edelixir , Germany cornflower , France lavender , Qatar camel thorn and other representative plants of 32 countries participating in the World Cup. In the scene-based expression, they perceived the concept that the brand wanted to convey that "no matter which land, it can be better for it."
As the official sponsor of the World Cup, Telunsu chose a form of cooperation that breaks the rules to activate sponsorship rights, which brought surprise to the public from the beginning. Moreover, they also incorporated the creativity of "32 National Cursive Language" in each stage. For example, in the recently released short film, we can also see the representative flowers of these countries from the scenes of children from different countries playing, which is also a key opportunity to bring the World Cup atmosphere into the public.
For fans, , these plants carry their favorite teams and their spirit. The tenacious life and beautiful colors of Che Yaju symbolizes the German team that is also tenacious and good at fighting in adversity; the solid and handsome hairy crab clawlan can remind people of the enthusiastic and gorgeous samba spirit of the Brazilian team. Behind each representative plant of is an exciting spirit of the arena and a youthful memory that can make fans understand. So from this point of view, Telunsu included representative plants from 32 countries into the collection gift box. It not only wanted to be the official sponsor, but also wanted to pay tribute to the team spirit in the grass language and collect history with fans better moments.
For non-fans, , these grass languages not only symbolize the benchmark spirit on the field, but also symbolize everyone's attitude towards life - the free four-leaf clover, the brave edelixir, and the camel thorn that is tenacious in life. Everyone can find substitution and resonance in these grass languages. These plants also have a high category relevance, allowing everyone to deepen their understanding of Ulanbu and desert oasis while knowing the flowers of 32 countries. More importantly, this packaging continues with the aesthetic tone of Tronsu, and the color matching and overall appearance are very good. Even many foreign consumers have noticed this organic milk produced in the desert.
03. integrates the communication layout of brand temperature establishes emotional links with users
In fact, whether it is the audience's numbness to the homogeneous marketing of the World Cup or the brand's own homogeneous troubles, it is ultimately because too many marketing campaigns are confined to World Cup itself when planning, which not only ignores the value concept and identity of the brand itself, but also does not take into account the emotional perspective of the public. The epidemic has been going on for three years, and people have accumulated too much desire for a better life. Many people are not only concerned about the outcome of each game in the World Cup, but also want to draw motivation to move forward bravely from those players who fall and stand up after falling.
In fact, since the decision to promote the brand differentiation strategy in 2005, Telunsu has accumulated valuable public awareness with the slogan "Not all milk is called Telunsu". In April 2021, Desert organic milk sold in Telunsu became a star product among high-end milk as soon as it was launched. These organic milks are the oasis produced from the promotional short film Ulanbu and Desert . On the 818th membership day last year, Telunsu also gave back to consumers the Bebe pumpkin produced in the desert oasis as a gift, allowing more people to see the hope that is bred in the desert. They proved with their actions that even in the desert, high-quality milk and plants can be produced, just as the theme of the World Cup conveys, "no matter which land, it can be nurtured better."
From this perspective, Telunsu does not want to take advantage of this football ceremony to gain more voice, but uses the World Cup as a key opportunity to communicate with consumers and attract more consumers to come and have an active conversation with the brand.For Telunsu, the real charm of the World Cup is not the outcome of the game, but to let more people know that they should do their best to their dreams and do their best to become a better self. In fact, this is also very consistent with Telunsu's desire to bring better spiritual and nutritional support to consumers. The most important thing about
is that they do not convey these attitudes by shouting slogans, but use a more advanced and warm way to heal those who are in adversity in the current environment and encourage consumers to work in a "better" direction. Every user communication and every practical action shows the brand's kindness and heartwarming image, building a closer emotional connection between the brand and consumers.
is written at the end:
The era of exposure sports marketing is over. To stand out in such a super traffic pool, you still need to keep thinking and creativity. Through a series of communications during the World Cup, Telunsu also lets us see some strategies worth learning and reference.
first is to spread the "default" of tone selection, and use flexible content to create a differentiated breakthrough in the passionate and passionate World Cup atmosphere. The second is to make breakthroughs in the target group. On the basis of activating the fan circle, we should mobilize the attention and participation of a wider group of people, thereby driving the brand's voice to break through. Finally, while expanding influence horizontally, it is vertically penetrated into the emotional communication of the crowd, so that consumers can perceive the brand’s emotional and spiritual attention and support for themselves while recognizing the product.
And more importantly, brands also need to combine the current development stage and brand tone when doing World Cup marketing. A brand like Telunsu that does not lack traffic, popularity, and has established a consensus on "high-end milk" in the minds of consumers, needs to build brand language and brand recognition from a more advanced perspective based on traditional marketing. We also look forward to the next stage of development in the future, Telunsu, which has moved towards the next stage of development, will also adhere to the "high-end" characteristics to achieve better marketing.
