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1、4 Fortune 500 companies buying into the World Cup世界杯最舍得花錢打廣告的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.大家觀看世界杯的同時, 不妨留意一下各大公司的廣告。在呼喚世人一起走進世界杯的音樂背后,是收款機點鈔的聲音。據(jù)麥肯錫(McKinsey )調(diào)查發(fā)現(xiàn),國際足聯(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支增加了 40% 。雖然各大公司不會披露具體的開支情況,但 ESPN世界杯決賽時段 30 秒廣告的價格預計約為 300,000 美元。贊助世界杯這樣的全球賽事對于期待進軍海外市場的公司來說格外具有吸引力。財富美國 500 強公司( Fortune 500)自然也不會放過這樣的機會。下面是本屆世界杯的四家財富美國 500 強贊助商,我們來看看他們想向全世界消費者傳達什么樣的信息。VisaVisa 公司Fortune 500 Rank: 238財富美國 500 強排名: 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,諾貝爾獎得主,還是在意大利餐廳為法國隊加油的齊達內(nèi),每個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 )希望通過廣告告訴我們,世界杯在競賽中團結(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。所有角色都有一個共同點:對足球的熱愛(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.廣告的背景音樂是“Oh By Jingo”,目的也非常簡單:專注于足球,而不是食物。事實上,除了在廣告結(jié)尾出現(xiàn)了一個畫有足球和麥當勞標志的指示牌外,廣告中根本沒有提到這家快餐業(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.麥當勞在食品營養(yǎng)價值方面依舊面臨壓力,因此,這種微妙的品牌推廣有助于實現(xiàn)它海外擴張的期望。而且,與Visa 公司一樣,這則廣告會讓人們回想起麥當勞“ 2005 年健康生活”的廣告。Coca-Cola可口可樂Fortune 500 Rank: 58財富 500 強排名: 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.同一個世界,同一場比賽,同一種飲料。可口可樂公司(Coca-Cola )希望告訴消費者,世界杯是每一

13、個人的世界杯,廣告的主題是四支由來自日本、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史上規(guī)模最大的一次,將向175 個市場

15、投放??煽诳蓸饭鞠M?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??煽诳蓸饭緞倓偼瞥隽恕胺窒砜蓸罚⊿hare a Coke )”營銷活動,已在中國、日本、歐洲和俄羅斯市場啟動。在美國,可樂瓶上將印有最常用的250個名字,吸引消費者購買這些個性化的可樂瓶。這家公司通過在大可樂瓶上印上“家人”和“朋友”等標簽,來贏得消費者的青睞。Johnson & Johnson強生公司Fortune 500 Rank: 39財富 500 強排名: 392013 Revenue: $71.3 billion2013 年收入: 713 億美元Campaign: Care Insp

16、ires Care廣告:由關(guān)愛,生關(guān)愛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.

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