Vol 4 Chapter 150: ? Let's kick the cola can (3)

In the advertising industry, creativity is important, but that's in China. If it is in Europe or the United States, creativity is not the number one priority. The number one is actually borrowing. Sensitive planners will watch social changes anytime, anywhere. As long as it is sensational and influential, it will become the object of advertising planners. As long as any advertisement is linked to a sensational event in the society, even if the idea is outdated, it will work well. In short, in the European and American advertising circles, creativity is not uncommon, and a variety of brain holes are competing to open up. Who do you choose? Whoever can take advantage of other social hot spots, choose whoever.
This time Wang Ai's cola cans had such an effect, and it became a boom for a while. With the presence of Coca-Cola in such a social hotspot, it has a very high promotional value. Although playing a cola can seems a little disrespectful to cola, empty cola cans are garbage, and players don't have disrespect with their feet. Do they say they don't respect football?
So the idea that made Wang Ai feel embarrassed was nothing to Coca-Cola. The planner who came here said, "Our assumption is that one of you drinks cola on the court, then tops the cola can, and then passes it to the next one, and the last one puts the cola can into the trash. This is probably such a process. . "
Seeing Wang Ai was still a little puzzled, this one went on to say: "We are the sponsors of the World Cup. The slogan of this World Cup is the time to make friends, so as long as friends play together, it is in line with the spirit of the World Cup and also our Coca-Cola. The culture of the head office let us seize the time, and while everyone is still discussing hotly, quickly launch an advertising film to see the effect. If the effect is good, we have follow-up plans. "
Wang Ai nodded and said nothing. Since it was the collective action of the club, he took part. Sure enough, the team shot the cameras one after the other that night. The top Coke can was indeed harder than the ball, mainly because the Coke can was irregular, and it needed ... how much to use snacks. At least for professional players, it's not difficult, everyone follows suit in private, mainly because it's fun. Even the goalkeeper Cech was more than two minutes in one breath.
But unexpectedly, this time, Coca-Cola signed an interim agreement with each team member, and everyone got an extra amount of money, how much everyone is, Wang Ai do n’t know, they are all checks, anyway Wang Ai What you get is 20,000 pounds. In just a few minutes, the money is enough. I just don't know why since Coca-Cola is Chelsea's sponsor, why do you send money to everyone else?
This mystery came to light when Schrapner arrived the next day. It turned out that everyone granted the club the right to portrait, which meant that the club could use the player's image, game video and training video for business cooperation, but did not include the player Videos that perform actions that are not related to training or competition are outside the scope of the image. For example, Wang Ai, I have authorized the use of my image by the club. As for the other, I need to cooperate with it, especially temporarily. Sorry, I'm not feeling well.
Therefore, advertisers have to give some extra benefits.
Schrapner came because Coca-Cola again requested cooperation with Wang Ai. This is not because Wang Ai is a big brand, but Coca-Cola has always been confused why Wang Ai didn't cooperate with them. This point is very puzzling to the other party, even scratching the scalp can not guess.
Wang Ai was famous at the World Cup four years ago, when Wang Ai was still young. Coca-Cola did not contact Wang Ai for various reasons. However, after Wang Ai came to Spain to shine, Coca-Cola was tempted, but Wang Ai was not. Until now, the two sides have been in contact for more than two years, and Wang Ai has always been vague.
In fact, Wang Ai's concerns are not complicated, but also logical, that is, the Chinese are relatively simple in this era, and the consideration of issues is not so commercial. For example, once a celebrity endorses a problem with the product, the crowd will Accountable. It was not until many years later that all aspects matured and legal interpretations emerged, which completely cut off the issue of the responsibility of the spokesperson.
Coca-Cola is not a problem, but Coca-Cola is not a healthy drink. At least for athletes should not drink, although drinking is not a big deal, but not drinking is best. But in this way, once Wang Ai spoke on behalf of Coca-Cola, and when the reporter interviewed him in the future, he said that he would never drink carbonated drinks, then the Chinese people would ask: You TM do n’t drink by yourself, let us drink?
So Wang Ai was very distressed about this, as much as Coca-Cola guessed about his uncooperative guessing. After all, Wang Ai's heels are in China, and the reaction of the Chinese people must be considered. Therefore, Wang Ai also looked at the endorsements of millions of euros a year, but he could only wait for the understanding of the domestic people to mature.
But this time it was different. Not only did Coca-Cola sign Li Yuchun in the country, but also Sun Wen and other professional players a few years ago, the corresponding pressure on Wang Ai was reduced, and because of the advertising of Coca-Cola in China this year's World Cup. The quantity is also large. You can choose C Luolai to cooperate with domestic stars, but only the second choice, the first choice is always Chinese players.
Among Chinese players, the top two are Wang Ai and Bai Guanghai. But who is the first to consider the second? Coupled with the large contract signed by Adi and Wang Ai, the Coca-Cola company has been very eager to communicate with Wang Ai. If not, then you must tell us what we did wrong. ?
We may not change, but at least you have to let me understand? Wang Ai ’s influence in Chinese football is too great. Once Wang Ai does n’t sign a contract with Coca-Cola, what he said in private may have a role model. For example, old Bai sees Wang Ai not signing, he may not sign. If he does not sign, Luo Tongliang will not sign. If Luo Tongliang does not sign, Tubingen will act collectively and reject Coca-Cola together.
That's fine, but the question is, what about Coca-Cola? Pepsi? What about Wahaha in China?
This is called moving all over. When Wang Ai is in the position, every move will affect the market share of each company. Billions of sales will go up and down. Who dares to take it seriously?
So, Coca-Cola turned around and went through the German Football Association to find Wang Ai's agent, Schrapner, and mobilized the old man to come back and talk to Wang Ai. I was afraid of direct contact, and the talk collapsed. The so-called major business negotiations are no different.