Countercurrent 1982

Chapter 1838 Soft Wide and Hard Wide

After learning that Duan Yun plans to personally conduct the Volvo 940 car crash test and hold a related press conference in mainland China, this immediately attracted the attention of Volvo President Leif Johnson. He first confirmed the matter with Duan Yun on the phone. Immediately afterwards, a team of seven security experts was sent to China to cooperate with Duan Yun's security measures.

During the telephone conversation between the two parties, Rafe Johnson felt unbelievable about Duan Yun's decision. Although it is said that the Volvo Group did have engineers involved in the real-life collision test of the car in the early days, it was because of limited conditions at that time, and at that time The speed of the car is not fast, and the danger is not as high as it is now.

So in the mid-to-late 70s, almost all real-life car crash tests have been stopped by major multinational companies, and replaced by animals and special test dummies. Although there are also professional car crash testers, they are engaged in this There are very few professional people. There was once an American car crash tester who did 900 crash tests, but all the tests he participated in were mature models with strict safety protection, and the risk was not too high.

And Duan Yun, a well-known billionaire in China, should do this kind of car crash test, which made Rafe Johnson feel unbelievable. However, after communicating with Duan Yun and learning his true intentions, Lei Husband Johnson began to respect Duan Yun in awe, and expressed that he would fully cooperate. After all, if Duan Yun succeeds this time, Volvo in Sweden can use this as a publicity stunt to once again increase the global popularity of Volvo cars.

So this is an expert sent by the Volvo headquarters. In addition to helping Duan Yun conduct a real-life car crash test to make a scientific and thorough feasibility plan, he also has another task, which is to help Duan Yun's car company build a professional car. Safe Crash Lab.

Just when these Volvo safety experts were about to come to China, the advertising department of Tianyin Group also began to publicize this matter with great fanfare.

After signing the endorsement contract with Chow Yun-fat, the first batch of print advertisements had already been filmed, and for this print advertisement shooting, the Tianyin Advertising Department and others planned for nearly a week, meeting and discussing every day, and finally Duan Yun Make a decision to decide what to shoot.

This time, three sets of print advertisements were shot, and the print content of these three sets all came from the three most well-known characters of Chow Yun-fat in the Mainland, namely Xu Wenqiang's version of "Shanghai Bund", Xiao Ma in "The True Colors of Heroes", and "God of Gamblers" Gao Jin.

It can be said that these are the three most well-known and classic characters of Chow Yun-fat since his film career, especially the role of Xu Wenqiang in "Shanghai Bund" in his early years, which has left a deep imprint in the minds of a generation.

In addition to print ads, according to the contract, Chow Yun-fat also cooperated with Tianyin Group to shoot two 90-second TV commercials. However, because Chow Yun-fat had other movie schedules at that time, the shooting of the video commercials was postponed to the end of May. , and taking advantage of this period of time, the advertising department of Tianyin Group will also have enough time to further process and plan the content of the commercial, and strive to achieve the best publicity effect.

However, just the print advertisement of Chow Yun-fat endorsed Volvo cars that was just published in major domestic newspapers and magazines immediately caused quite a stir.

It is still very rare in China that a Hong Kong star endorses a mainland advertisement, especially in the current era when pirated Hong Kong movies are rampant in the mainland. Domestic popularity has increased rapidly.

Because the photos are very beautifully taken, and they are all classic film and television characters, so many dealers of pirated books simply made these three car advertisements of Tianyin Group into coated paper posters, and the sales volume is surprisingly amazing Well, many movie fans directly hung it at home as an ornament.

At the same time, the writers of major newspapers and magazines who were hired at high prices also began to take money to do things. A large number of articles about the development history of the Volvo car brand and the performance analysis of Volvo car technology products began to appear overwhelmingly. major domestic newspapers and magazines.

In fact, most of the media writers who cooperate with Tianyin Group are entertainment, current affairs, and financial writers who have nothing to do with the auto industry, but this does not prevent them from writing about Volvo cars.

For example, in the recently published new issue of "Popular Movies", there is such an article titled "A Detailed Count of Luxury Cars Appearing in Hong Kong Movies". In this article, the author introduces some Hong Kong movies. In addition to luxury cars such as Rolls-Royce and Tiger-headed Benz that have appeared, the focus of the introduction is on Volvo cars. A large number of movie pictures are also inserted in the article. Whether it is racing or a hail of bullets, Volvo cars have become Absolute protagonist.

In fact, this is the difference between soft advertisements and hard advertisements. Although they don’t promote products, they can subtly influence people’s awareness and labeling of this brand. The first impression is that in Hong Kong, where gold is everywhere, Volvo It is still the choice of many rich people, and it is also among the luxury cars like Mercedes-Benz Rolls-Royce.

People in later generations will think of BBA (Mercedes-Benz, BMW and Audi) when they talk about luxury cars, and Volvo is always a second-tier luxury brand, but Duan Yun also wants Chinese people to gradually accept Volvo as a first-tier luxury brand. Continuous publicity and investment.

Chow Yun-fat’s advertisements have brought huge attention and popularity to Volvo, and soft advertisements in various media have further deepened Chinese people’s awareness and positioning of the brand. Next, Duan Yun will go into battle in person to raise the brand’s popularity to An explosive height.

In fact, although Duan Yun is a private entrepreneur, his domestic popularity and influence are not inferior to any first-line star. Over the years, newspapers and media reports on Duan Yun and Tianyin Group have never stopped, so from From this point of view, Duan Yun can definitely be called a "top class" with a lot of topics in China.

And after Duan Yun announced that he was going to conduct the Volvo 940 car crash test in person, it can be said that one stone caused a thousand waves, especially the major domestic media, many newspapers, magazines, radio and TV stations immediately called Tianyin Airport. Give me a call and ask about the authenticity of this.

No one would believe that such a well-known private entrepreneur, the richest man in the country with a net worth of more than [-] billion, would actually do such a desperate thing. This is something that ordinary people can't imagine.

However, after getting the exact answer, hundreds of domestic media immediately sent people to Shenzhen, hoping to get the approval of Tianyin Group, and live broadcast the report of the car crash test...

(End of this chapter)