Chapter 1077 BMW Rips Off Mercedes-Benz Again

Nielsen data shows that at 9 o'clock in the morning in various time zones in Europe, when BMW's "Dominos" commercial was played, it triggered a viewing frenzy.

The ratings in France were 32%, in the UK it was 37%, in Germany it was 43%... The most exaggerated thing was in Italy, which actually reached 52%!

You know, the most popular TV series in Italy last year only received 42% of the ratings!

It is simply unbelievable that a single advertisement can achieve such exaggerated ratings.

As soon as he got this result, the CEO of BMW immediately shouted to Mercedes-Benz from a distance: "How is it? Do you think I need to eat another car?"

Mercedes-Benz did not reply for a long time.

Such incredible advertising ratings are no worse than "The Great Split", so how can they start a war of words?

At the same time, the headquarters of Mercedes-Benz Company hated the vice president who messed up the follow-up cooperation negotiations last time!

If this bastard wasn't so arrogant, how could it be BMW's turn to take advantage of this?

Think about it!

If two of the best advertisements in decades were both produced by Mercedes-Benz, how powerful would they be?

Yes!

It only took a few hours for the broadcast to begin at 9 a.m. on January 1st in the United States. People from Mercedes-Benz Company have simply admitted that this is a super excellent advertisement, and there is no need to worry about its advertising effect!

Of course, the happiest company is BMW.

They spent a sky-high price of 12 million in advertising fees, plus another million in advertising production fees, and more than 30 million in advertising costs. It was a huge investment of about 50 million U.S. dollars in one breath, and finally it bloomed as brilliantly as it should have. !

Even from the perspective of short-term effects, the "Donomi" advertising can be worth hundreds of millions of dollars, not to mention the long-term improvement of BMW's brand image, which will continue to deepen the impression of BMW cars in people's minds!

It is no exaggeration to say that the "Dominos" can be used for at least 20 years, and the overall effect created is as high as 1 billion US dollars, or even more!

As BMW's global vice president of cooperation with Yin Jun, Runeberg, who personally promoted this cooperation, was praised by the major shareholders and the board of directors.

They praised Rooneberger as "ambitious, courageous, and precise in his vision," which made Rooneberger grin from ear to ear.

Moreover, following the lessons learned from Mercedes-Benz, Rooneberger immediately called Yin Jun with the authorization of the company's board of directors to report the advertising effect, and expressed his willingness to develop a long-term cooperative relationship with Yin Jun in the future.

This time great success was imminent, so BMW made a new offer.

They plan to use US$30 million to sponsor three films directed by Yin Jun in the next three years.

In the past, it was 10 million US dollars to sponsor one movie, but now it has been raised to 30 million US dollars for three movies at once! !

Again, even if what Yin Jun photographed was bullshit, they still recognized it and still paid him!

All right.

This is also a joke.

The people at BMW now know Yin Jun very well. As long as he takes action, there will be no perfunctory situation.

Even based on the box office of the first movie directed by Yin Jun - "Speed", which was 380 million US dollars, the 10 million sponsorship fee will not be a loss!

Yin Jun naturally accepted such a good thing with a smile.

It happens that feature films will be shot next year and the year after that - one "Shawshank Redemption" and one "Forrest Gump". The cost is not too high in the first place. With BMW sponsoring US$10 million each, the production cost is basically It’s all up, and the rest is just the cost of publicity and distribution.

One step later than BMW was the call from Mercedes-Benz. Meissen, the president of Mercedes-Benz Asia Pacific, who negotiated with Yin Jun for the "Great Split" advertisement and the sponsorship of "Speed", called and came to visit. , talked with Yin Jun about cooperation.

Mercedes-Benz, which has always been stable, was also greatly stimulated by BMW this time.

If you say that your BMW company has found a good advertisement, then that’s fine. Go and be happy.

But why on the one hand do you celebrate your own advertisement, on the other hand do you insist on bringing up the breakdown of negotiations between our Mercedes-Benz company and Yin Jun?

Are we using our lack of insight to set off your discernment of talents?

Is this too much?

Didn’t you agree that you won’t slap people in the face?

However, Mercedes-Benz was left speechless because BMW absolutely did not spread rumors. It was their mistake that ruined the opportunity to get the "Dominos" advertisement and allowed BMW to take advantage of the loophole.

Nowadays, BMW's brilliance is even more brilliant, which makes Mercedes-Benz's lack of vision even more obvious.

They even felt that Yin Jun's last advertising slogan for BMW was just to vent his dissatisfaction with Mercedes-Benz.

"BMW, stand with those who persist in their dreams."

Is this an insinuation that we don’t persevere and don’t dream enough?

Regardless of whether Yin Jun was being sarcastic or not, he definitely had a problem with Mercedes-Benz.

Although the Germans are old-fashioned, they are still very tolerant of people who are truly capable.

If you have misunderstandings or are unhappy, it doesn't matter. We can understand and forgive you. Then let's work together from now on and we will give you the best conditions!

This is what Meisen conveyed to Yin Jun.

Mercedes-Benz has stopped advertising this time. Although "Dominos" is awesome, "The Great Split" is definitely a super classic. It is still being played continuously. It will last at least three to five years. There is no need to do so. I would have made a classic instead.

The first thing they want to collaborate with Yin Jun is still a movie.

"The Great Split" is certainly a great advertisement, but in a global best-selling movie like "Speed", the scene where Mercedes-Benz cars are constantly out of the camera is also very shocking, allowing people to see the many characteristics of Mercedes-Benz cars. models, and superior performance.

In the past few months, the sales of all Mercedes-Benz cars that have appeared in "Speed ​​of Life and Death" have increased by 5%-12%.

Don't underestimate this percentage. It is global sales data. This is only half a year. If calculated according to a one-year cycle, Mercedes-Benz's sales will increase by about US$200 million because of "Speed".

Mercedes-Benz's two sponsorships of "Speed" for Qilin Culture were only 11 million Hong Kong dollars, less than 2 million U.S. dollars, and they have already achieved such a great effect. It is really a perfect marketing tool.

If it weren't for the fact that the vice president who later negotiated continued cooperation was too idiotic, Mercedes-Benz would have been interested in cooperating in Yin Jun's movies.

This is great.

Meissen told him that Mercedes-Benz was willing to sponsor Yin Jun's five movies at a price of 10 million U.S. dollars each, but Yin Jun told him that he had already agreed to 30 million U.S. dollars for three movies with BMW. Cooperation.

Meissen's face was absolutely dark at that moment.

After reluctantly continuing to chat with Yin Jun for a while, Meissen left full of disappointment.

This is not because Mercedes-Benz responded too slowly, but because BMW acted too quickly and was still very ambitious.

Of course, Yin Jun will choose a partner who is happy to work with and generous.

Now it seems that BMW is indeed better.

Meissen didn't know, but Yin Jun was actually quite sorry.

Although there is no way to cooperate in his own movie, if Mercedes-Benz has suitable motorcycles, then Yin Jun will actively recommend them to join the sponsorship of another crew.

That's the crew of Cameron's "Terminator."

The classic image of the governor riding a Harley-Davidson motorcycle and holding a rifle is one of the best memories in the hearts of countless movie fans.

Even in China, a desert of motorcycle culture, many people began to trace the motorcycle.

It is a pity that there is only one company in the world that makes such super large and heavy motorcycles-Harley Company.

Any other motorcycle company, even BMW, Yamaha, Suzuki, etc., although they have heavy-duty motorcycles, they still can't compare to Harley-Davidson motorcycles in terms of boldness and exaggeration in styling.

If Mercedes-Benz had a motorcycle with a similar shape, Yin Jun would immediately ask Cameron to change the motorcycle trademark in post-production.

Anyway, Harley motorcycles are very stingy. No matter what the people from United Arts Film Company said, they only gave a sponsorship of 1 million US dollars and dozens of Harley motorcycles.

This is for the sake of United Artists Film Company, one of the top seven companies in Hollywood. Otherwise, it would be great if they could just take a second look at the film just because of the truck driver and the bodybuilding champion.

Product placement in a movie has actually been one of the ways Hollywood makes money as early as 30 years ago.

From now on, there will be more and more product placements in Hollywood movie companies. Although they reduce the simplicity of movies to a certain extent, they have a positive effect on saving movie expenses and supplementing production costs. The effect.

The most famous one is "007". In order to make money, he finally gave up his integrity and directly bought a Ford Mondeo for James Bond. Countless people were shocked to see it.

Even if you don’t use a Lamborghini and Ferrari, you still have to use a Mercedes-Benz and a BMW, right? Otherwise, at least you can get an Audi or a Lexus!

When did James Bond end up driving such a popular mid-size sedan?

So after that, the quality of "007" became lower and lower, which made MGM very sad.

Yin Jun knew this painful lesson, so he looked for high-end brands to cooperate with from the beginning, and would not choose to lower his style just because of money.

So even if Harley was stingy and only gave a small amount of sponsorship, Yin Jun could only use their motorcycles helplessly, instead of choosing to let Yamaha or Honda motorcycles compete.

This is just like the salary of celebrities. They would rather not act than lower their salary to accept a movie. Otherwise, it will be very difficult for you to increase the price in the next step.