CCTV and Midea joining hands to create the Midea Moment

On 18th November, a piece of news came from the CCTV tender office: Midea has signed a contract for the advertising resources of CCTV for the 2010 Football World Cup in South Africa, the Winter Olympic Games and the Asian Games. During the world sports year of 2010, Midea and CCTV will join hands to create a program entitled the Midea Moment , which will be seen in the broadcasts of all major sports events.
Joining hands with CCTV to create the Midea Moment
The year 2010 will be a year of sports events focused by the whole world. Major sports events such as the Winter Olympic Games, the Football World Cup in South Africa and the Asian Games will surely raise a new hot sports tide. Subsequent to the 2008 Beijing Olympic Games, the world s focus will again put on these sports events.
According to the introduction of the responsible person in the Brand Management Department of Midea Group, Midea and CCTV have been always maintaining good and close cooperation relations. Since half year before, CCTV has started its communication with Midea, and prepared a custom-made brand prevalence plan for Midea on CCTV in 2010. In the year of 2010, Midea will join hands with CCTV, focusing on hot issues such as the Spring Festival Gala Evening and the Football World Cup in South Africa, to build a major CCTV program-- Midea Moment , which will be broadcasted throughout the year, to present exciting moments in these events to all audience.
Through ten years practice, Midea reaches another milestone in its launch of ads
As early as in the 2000 Sydney Olympic Games, Midea already had the successful marketing case of Midea Moment . Thereafter, in major world sports events such as the 2002 Football World Cup in Japan and Korea, the 2004 Athens Olympic Games, the 2006 Football World Cup in Germany and the 2008 Beijing Olympic Games, Midea brand marketing team used the brand Midea as the theme, adhered to the sports marketing direction, and planned for a series of brand marketing campaigns such as the Midea Moment for the hot sports events, thus realizing a long-term continuance and accumulation of advertising of the Midea brand.
Ten years practices make success. In 2010, Midea will join hands with CCTV to create a program entitled Midea Moment that will be broadcasted throughout the whole year, whereby the brand image ads and program sponsorship will be combined. Professionals in the sector express that such a brand broadcasting method with flesh, bones and contents will achieve much better results than simply launching TV commercials. It can be said that Midea reaches another milestone in its launching ads on CCTV.
It is heard that, on the tender competition for purchase of CCTV golden resource ads held on 18th November, all participating enterprises had a fierce tendering competition for these precious advertising resources on CCTV. The household appliances enterprises were eye catching, since their tending value was 80% higher than the previous year. Midea successfully purchased the advertising resources in three major events, including the Football World Cup in South Africa. In the earlier tender for the adverting package of reporting time in the 2010 Spring Festival Gala Evening, Midea won the bid and will tell time to all the Chinese people and celebrate the new year in the Spring Festival Gala Evening for the 10th successful year. In addition, Midea air conditioner also successfully won the bid for the 7.5-second TV commercial right after the News Express during the period through January to December 2010.