Get a full refund from VATTI World Cup, and talk about the 5 correct approaches to new media marketing

The World Cup is over, France won the championship, and Vatti was all over the news.

Without any warning, this fancy marketing in the new media environment once again ignited the enthusiasm of the audience.

People began to frantically forward the poster signed by the chairman of Vatti. At the same time, a tide of public opinion began to emerge on the Internet. For a time, a hundred flowers bloomed and the scene was very lively.

Among these public opinions, some people began to enthusiastically help Vatti settle the accounts later. They even brought out sophisticated algorithms such as pre-match risk hedging, and concluded that Vatti's marketing campaign worth 1 billion yuan only cost less than 50 million yuan. Another part began to forward the detailed process of Vatti's full refund and paid close attention to its fulfillment actions throughout the process.

Regardless of whether Vatti makes a profit or a loss, this wave of operations can be regarded as a classic case in the advertising circle, and it makes many brands that spend a lot of money on advertising during the World Cup particularly jealous.

And what kind of communication rules are hidden behind this grand marketing feast?

I would like to take this opportunity to summarize the following five points, namely, hot spot, topicality, altruism, resonance and relevance.

Although this conclusion is a summary description using advertising arguments, which means the substance remains the same, it is accurate at least, so I would like to share this useful information with you.

Vatti World Cup Hot Spot Poster

A

Hot

– Leverage –

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New media has stripped away the last bit of attitude of advertisers.

It allows people to see that what advertisers used to insist on as "creation" is actually "grafting" in essence.

Whether it is Weilong Spicy Tiao 's "Apple-style Experience Store" or Durex 's handy dirty posters, these clever grafting actions of public cultural IP all illustrate one problem:

In the era of spiritual consumption, brands are dead and IPs are eternal.

No great brand can thrive independently based on its own pathetic products.

In fact, no matter how much those lofty advertisers hate the term "riding on the popularity of a trend", it remains an everlasting, tried and tested, and highly effective communication strategy.

Weilong spicy strips’ apple-style design

The World Cup, held every four years, is the world's top sporting event, on par with the Olympic Games. It is also an interactive festival with influence and broadcast coverage around the world.

Is this just a simple game? For those brands with mature marketing awareness, this is clearly a free traffic pool. Whoever can grasp this super IP will be able to stand out from the crowd.

Vatti's grafting of the World Cup hotspot is undoubtedly successful. It has cleverly directed the attention of hundreds of millions of people from the World Cup to the brand. Football and smart kitchen appliances, symbols that seem to have nothing to do with each other, have been transplanted by Vatti without any sense of incongruity.

Many advertisers have a problem, which is that they wishfully believe that "riding on the trend" is a very low-level marketing behavior. They either disdain to do it, or feel that there is no strong correlation between the product and the trend.

Look at Durex, which has been involved in all kinds of hot spots. Condoms can be connected to everything.

You don't even take advantage of the ready-made east wind, but always dream of creating a sandstorm. Are you crazy?

B

Topical

– Conflict –

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Is there any species more interested in conflict than humans? Does not exist.

Take a look at the trending searches on Weibo. What are people paying attention to?

Feng Xiaogang and Cui Yongyuan started to quarrel, the old professors of Shaanxi Normal University wrote their admission letters by hand, Wang Ju lost weight again, France won the World Cup, and Vatti’s stock price was close to the daily limit…

You see, this is the kind of conflict that the masses love to watch, full of drama.

You will never imagine why a shrew's scolding in the street can attract so many audiences. People are tirelessly looking for any conflict incident that can stimulate their mediocre lives and satisfy their curiosity by watching.

Feng Xiaogang and Cui Yongyuan's war of words escalates

Regarding this phenomenon, the marketing master Ye Maozhong summed it up in one sentence:

Conflict - Cracking the essence of marketing.

Xiao Ma Song also once proposed a concept in his article: "familiar strangeness", which is another form of expression of conflict.

In brand communication, why do we need to create conflicts in the eyes of users? Conflicts create topics, and only when there are topics will people discuss, forward and pay attention to them.

Vatti has cleverly created a series of dramatic conflicts in the grafting of hot spots in this World Cup;

Will France really win the championship? If we win the championship, will Vatti really refund the full amount? Will Vatti go bankrupt? …

The numerous changes and wonderful performances satisfy the audience's curiosity to the greatest extent.

With the emergence of Vatti, the most talked-about player in the traffic pool of this World Cup, who can compete with it?

C

Altruism

– Reciprocity –

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Free is a word that 360's Zhou Hongyi often mentions.

This is also the most appropriate word to supplement Lei Jun's seven-word Internet thinking.

There is no marketing keyword that gets consumers more excited than free.

Free is a representative slogan of word-of-mouth marketing. It is unexpected to consumers and can bring screams.

People never get tired of taking advantage of others. As Han Han wrote in his book, the gist of it is that no matter what, getting something for nothing can still make people happy.

In this regard, Vatti is better at calculating accounts than most traditional companies.

After all, the hot topic has been taken advantage of and the conflict has been created. If we just make our presence felt quietly and leave, wouldn't that be a dud?

So the classic saying came out: "If the French team wins the championship, Vatti will refund the full amount."

There is no need to worry about how complicated the rules and procedures for Vatti to refund the full amount are, and there is no need to worry about the fact that Vatti used risk hedging to make an advertisement worth 1 billion yuan at a low price.

After all, at the height of the World Cup, the brand that has the courage to say "full refund" and can instantly make consumers climax is destined to be the biggest winner.

Zhou Hongyi: We will continue to provide services for free

D

Resonance

- Label-

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This is an era of prevalence of self-media and an era of self-expression.

Everyone has a mobile phone, everyone has a circle of friends , and everyone desires to be noticed.

People carefully share their selfies, food, chicken soup, work, babies, cars , moods...

What do these posted updates actually represent?

I call this an “emotional tag.” People use fragmented dynamics to build their own labels, and use these labels to express themselves, their living conditions, values, emotional appeals, etc.

I am ambitious, I like puppies, I love traveling, I hope the French team can win, I look forward to free...

The best Hammer smartphone in the Eastern Hemisphere is "born proud", the comment section of NetEase Cloud Music can make people cry, and every bottle of Jiang Xiaobai has a quote that understands you...

Why are they called "very sentimental" brands?

NetEase Cloud Music’s subway review ad

Because they help users express themselves and emotional labels through products, people are willing to forward and share them.

In addition to the deep resonance among the fans of the French team, Vatti also triggered consumers' resonance with idealized services through the action of "full refund".

An excellent brand is like a close friend who sees through you. It understands you and is willing to help you express yourself.

Why wouldn’t the audience like this kind of content?

E

Relevance

- product-

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Let’s take the example of the most user-friendly Hammer phone in the Eastern Hemisphere.

Unlike the pure self-expression of its products for users, behind those press conferences that always make fans climax and intoxicated, there are no ideal amazing conversions .

Have you ever noticed that there is always a time when everyone around you is talking about Hammer, but few people buy it?

On the contrary, Durex is widely known for taking advantage of every hot topic, such as football, poetry, rice dumplings, Spring Festival, Chinese Valentine's Day... Durex, a veteran brand, is adept at it. Every seemingly simple Weibo poster always seems to be related to condoms.

Do you remember the Durex poster at the end of the World Cup that said "Falk vs. Chris, who else but me?"

Yes, that’s product relevance.

Durex released the World Cup final poster

No matter how good your creativity is or how immediate the hot topic is, if it has nothing to do with the product in the end, it will be nothing more than a meaningless carnival and will not help with brand conversion and influence.

In Vatti's World Cup marketing this time, from the initial warm-up, to the climax, to the final "public announcement of the full refund process" and other actions, each link is closely linked to the product and service, and it did not avoid products and services just because the hot spot has passed.

So the final ending can be described as "At the end of the song, the plectrum is carefully drawn, and the sound of the four strings is like tearing silk."

What is good communication?

It starts with hot topics and ends with products.

This article originated from the Vatti poster that was forwarded crazily in the circle of friends this morning. To be honest, before this, I knew nothing about Vatti, and didn’t even know what Vatti did.

But when the overwhelming amount of Vatti content came into view, I realized that this was indeed one of the few classic marketing cases .

Therefore, some views and opinions on the rise and related marketing are just personal opinions and are for reference only.

Author: Ark Design, authorized to be published by Qinggua Media.

Source: Ark Design