世界杯最舍得花錢(qián)打廣告的4家公司

1、4 Fortune 500 companies buying into the World Cup世界杯最舍得花錢(qián)打廣告的4家公司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 fro

2、m 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 t

3、o make headway overseas. That fact is not lost on the Fortune 500. Here are the four Fortune 500 sponsors of the World Cup and alook at what kinds of messages they are trying to send to consumers the world over.大家觀(guān)看世界杯的同時(shí)， 不妨留意一下各大公司的廣告。在呼喚世人一起走進(jìn)世界杯的音樂(lè)背后，是收款機(jī)點(diǎn)鈔的聲音。據(jù)麥肯錫（McKinsey ）調(diào)查發(fā)現(xiàn)，國(guó)際足聯(lián)（ FIFA）將獲得

4、14 億美元贊助收入。而相比2010 年南非世界杯，本屆世界杯的廣告開(kāi)支增加了 40% 。雖然各大公司不會(huì)披露具體的開(kāi)支情況，但 ESPN世界杯決賽時(shí)段 30 秒廣告的價(jià)格預(yù)計(jì)約為 300,000 美元。贊助世界杯這樣的全球賽事對(duì)于期待進(jìn)軍海外市場(chǎng)的公司來(lái)說(shuō)格外具有吸引力。財(cái)富美國(guó) 500 強(qiáng)公司（ Fortune 500）自然也不會(huì)放過(guò)這樣的機(jī)會(huì)。下面是本屆世界杯的四家財(cái)富美國(guó) 500 強(qiáng)贊助商，我們來(lái)看看他們想向全世界消費(fèi)者傳達(dá)什么樣的信息。VisaVisa 公司Fortune 500 Rank: 238財(cái)富美國(guó) 500 強(qiáng)排名： 2382013 Revenue: $11.8 billio

5、n2013 年收入： 118 億美元Campaign: Everywhere You Want to Be廣告：心馳所向.is the World Cup rugby fan, Nobelwhere global unity Laureate, orZidanetriumphs, cheeringwhether you re a clown, the French in an Italianrestaurant.世界杯是全球一家的盛宴，不論你是小丑，英式橄欖球球迷，諾貝爾獎(jiǎng)得主，還是在意大利餐廳為法國(guó)隊(duì)加油的齊達(dá)內(nèi)，每個(gè)人都是慶典的一份子。Visa V 0.27% is here to tel

6、l us the world is united in its rivalry, driving home the message that the company is global in its scope. Everywhere you want tobe is a revamped version of Visa s 21-year-old “It s everywhere you want to be ” theme, which was shelved in 2006.Visa 公司（ Visa ）希望通過(guò)廣告告訴我們，世界杯在競(jìng)賽中團(tuán)結(jié)世界人民，并使 Visa 公司作為一家全球性

7、公司而深入人心。 “心馳所向”是Visa 公司使用 21年的“我們共同的向往”這一主題的修改版。2006 年， Visa 公司停止使用老版的廣告主題。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 3,000point of sale terminals and 75 ATMs at the venue. “Every time we mea

8、sure 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 t

9、he world Visa cards pre-loaded with $25,000 so they could film fans.小男孩、中年婦女和老年人。所有角色都有一個(gè)共同點(diǎn)：對(duì)足球的熱愛(ài)（和炫酷的球技）。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 a

10、nd a McDonald s logo in the middle, there s no mention of the fast food giant.廣告的背景音樂(lè)是“Oh By Jingo”，目的也非常簡(jiǎn)單：專(zhuān)注于足球，而不是食物。事實(shí)上，除了在廣告結(jié)尾出現(xiàn)了一個(gè)畫(huà)有足球和麥當(dāng)勞標(biāo)志的指示牌外，廣告中根本沒(méi)有提到這家快餐業(yè)巨頭的身影。The subtle branding plays into the company s desire to expand overseas and, as with Visa, is reminiscent of McDonalds' 2005

11、Healthy Living campaign, asit continues to face pressure about the nutritional benefits of its food.麥當(dāng)勞在食品營(yíng)養(yǎng)價(jià)值方面依舊面臨壓力，因此，這種微妙的品牌推廣有助于實(shí)現(xiàn)它海外擴(kuò)張的期望。而且，與Visa 公司一樣，這則廣告會(huì)讓人們回想起麥當(dāng)勞“ 2005 年健康生活”的廣告。Coca-Cola可口可樂(lè)Fortune 500 Rank: 58財(cái)富 500 強(qiáng)排名： 582013 Revenue: $46.9 billion2013 年收入： 469 億美元Campaign: The World

12、 s Cup廣告：The World s CupOne World, One Gameand 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.同一個(gè)世界，同一場(chǎng)比賽，同一種飲料?？煽诳蓸?lè)公司（Coca-Cola ）希望告訴消費(fèi)者，世界杯是每一

13、個(gè)人的世界杯，廣告的主題是四支由來(lái)自日本、東歐、亞馬遜地區(qū)和巴勒斯坦的普通人組成的球隊(duì)備戰(zhàn)世界杯的情景。This year s World Cup campaign is the largest in Cokes 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 Cok

14、e' 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. ”今年的世界杯廣告是可口可樂(lè)史上規(guī)模最大的一次，將向175 個(gè)市場(chǎng)

15、投放?？煽诳蓸?lè)公司希望在 2020 年底將公司業(yè)務(wù)翻一番，而其中的關(guān)鍵便是如何吸引千禧一代?？煽诳蓸?lè)公司剛剛推出了“分享可樂(lè)（Share a Coke ）”營(yíng)銷(xiāo)活動(dòng)，已在中國(guó)、日本、歐洲和俄羅斯市場(chǎng)啟動(dòng)。在美國(guó)，可樂(lè)瓶上將印有最常用的250個(gè)名字，吸引消費(fèi)者購(gòu)買(mǎi)這些個(gè)性化的可樂(lè)瓶。這家公司通過(guò)在大可樂(lè)瓶上印上“家人”和“朋友”等標(biāo)簽，來(lái)贏(yíng)得消費(fèi)者的青睞。Johnson & Johnson強(qiáng)生公司Fortune 500 Rank: 39財(cái)富 500 強(qiáng)排名： 392013 Revenue: $71.3 billion2013 年收入： 713 億美元Campaign: Care Insp

16、ires Care廣告：由關(guān)愛(ài)，生關(guān)愛(ài)Johnson & Johnson s JNJ -0.51% wants to cast itselfas the companythatcares. An ad campaign dubbed Care Inspires Care fits in with its Healthy 2015goals to addresscorporate citizenshipfor the first time. But a WorldCupadvertisement with little mention of soccer (except for a lo

17、go at the bottom ofthe screen) comes offas a bitdodgy. Johnson&Johnson, theofficialhealth-care sponsor ofthe WorldCup, takes thisroutein its "Once Upon aCare" ad. Nearlythreeminutes long,featuring the children s bookauthorPatricia Larking,the ad attemptstoanswer the question, “Are wedoingenough to inspire our children to care?” For a company actively pursuing anemphasis on family, it makes sense lack of soccer aside.