NVC spends 10 million yuan to become the exclusive filming sponsor of Confucius

the epic Confucius was released nationwide on January 22nd, and the box office was booming for a while. Leishi Lighting, a domestic lighting leader, followed, pushing the brand film marketing activities to the most exciting part, sounding the horn of China's independent brands to build a world brand.

< strong > Rex spent 10 million yuan to become the exclusive sponsor of Confucius < / strong >

Leishi Lighting, a lighting enterprise, was once the largest local supplier of lighting products for the Beijing Olympic Games, and also a supplier of lighting products for the 2010 Asian Games in Guangzhou. At the same time, it also participated in large-scale lighting projects such as the Hongqiao Hub of the Shanghai World Expo, which is undoubtedly the NO.1 of the domestic lighting industry.

on November 12, Rex held a grand signing ceremony with the film Confucius at the Confucius Temple in Beijing. Reisi Lighting became the exclusive sponsor of Confucius. Nearly 200 media attended that day, and Reisi Lighting attracted enough attention.

Wu Changjiang, president of Leishi Lighting Company, said that Leishi Lighting is committed to promoting Chinese culture and shouldering corporate responsibility to society. With the help of the film Confucius, he hopes to spread Confucius' ideas around the world and make Leishi Lighting a respected world brand. This is an important reason why Reisi Lighting chose the film "Confucius" to cooperate. & the word ldquo; Confucius & rdquo; itself has a profound cultural meaning.

Integrated marketing is rich and diverse: premiere sponsorship, patch advertising, image advertising, authorized promotion and resource integration

Reisi Lighting, as the exclusive sponsor of Confucius, successively participated in the world premiere of Confucius in Beijing, Shanghai, Guangzhou, Chengdu and Qufu. At the premiere, it showed the relevant pictures of Reisi as a supplier of lighting products for the Beijing Olympic Games and the Guangzhou 2010 Asian Games, which attracted a great deal of attention. In addition, local dealers also participated in the premiere in Hong Kong and Taiwan, which also earned a lot of attention, not only promoting the Rex brand, but also laying the foundation for local market development.

from the premiere, Reisi Lighting's patch ads will follow the film "Confucius" in major cinemas across the country. The advertisement is full of ancient Chinese rhyme, combining Confucius & ldquo; benevolence, righteousness, propriety, wisdom, faith & rdquo; and other ideological contents, conveying the brand concept with profound humanistic meaning.

Reese also obtained the license for image advertising from the film Confucius. Since mid-January, Rex Lighting has carried out intensive airport advertisements at major airports across the country, including airport screen ads, airport outdoor big-name ads, aviation print media advertisements and so on. In addition to the airport, Rex has also placed a large number of image advertisements in all domestic high-speed rail media and key mass media. During this period, intensive advertising is directed at Leishi's important target customers, which not only promotes Leishi's brand image, but also fully demonstrates its corporate strength and lays a solid foundation for business development.

in terms of sales promotion, during the period from late January to Spring Festival, Reishi will launch a large-scale promotion & ldquo; to buy Rees and reward "Confucius" & ldquo;. During the event, when you buy products at the Rex store, you will have the opportunity to give away the "Confucius" movie tickets provided by Rex Lighting. In addition, Reishi has made a large number of "Confucius" commemorative gifts, which are widely used in sales promotion and customer maintenance. It is worth mentioning that Leishi also launched a commemorative version of the shining energy-saving lamp "Confucius" for "Confucius", which is known as the smallest energy-saving lamp in China, focusing on the concept of green harmony, triggering a buying spree among end consumers.

< strong > Rex Lighting promotes Chinese culture and integrates more important resources < / strong >

In addition to the above returns, according to people familiar with the matter, Wu Changjiang, president of Leishi Lighting, attaches great importance to resource integration and is also very good at resource integration. Therefore, this cooperation, can not be considered purely from the perspective of marketing, does not rule out the possibility that Reisi Lighting pays more attention to the resources behind the cooperation. Why do you say that? Because Confucius is the representative of Chinese culture, his thoughts, such as light shining on China for thousands of years, have a very deep and extensive influence all over the world. Today, after 30 years of economic construction reform, China's national strength is increasing day by day. The reconstruction of the influence of China's ldquo; soft power & rdquo;—— culture in the world is an important topic that has been paid more and more attention by the party and the government. President Hu Jintao said on some occasions at the beginning of the year that it was time to promote Confucius.

imagine how politically significant Confucius is a film that General Secretary Hu has named and paid attention to. Reisi Lighting sponsors the film, no doubt standing at a commanding height, that is, to contribute to the promotion of Chinese culture. This commanding point cannot be replaced by any other film or form. As a result, Rex Lighting has been a success since it won the exclusive sponsorship of Confucius. Because of this, when we look at this cooperation, we should not consider it purely from the perspective of marketing. Reese and Confucius are looking for a win-win road.