Countercurrent 1982

Chapter 1836 Sensational Effect
In the early 90s, the exchange rate of RMB to Hong Kong dollar was basically around 1.2, which means that one yuan of Hong Kong dollar can be exchanged for about 8 cents of RMB.

500 million Hong Kong dollars per year is roughly equivalent to 400 million yuan, and this endorsement fee is still quite expensive.

You know, in the current mainland, even top stars like Pan Hong and Liu Xiaoqing don’t spend hundreds of thousands of dollars a year on endorsements. In Hong Kong, many well-known TVB actors spend less than [-] yuan a year on product endorsements. It can be said that in the current Hong Kong entertainment industry, those who can reach hundreds of thousands of yuan in endorsement fees are also very rare.

But for a celebrity like Chow Yun-fat, 500 million Hong Kong dollars a year is definitely a "friendship price". This movie is very popular in the mainland, basically it is a Hong Kong movie with the highest rental rate in audio-visual stores, which also allowed Chow Yun-fat to gain a large number of fans in the mainland again.

Therefore, with Chow Yun-fat's current popularity and influence, if he is willing to endorse Volvo cars, the popularity of this car will be rapidly expanded, and mainland companies can invite Chow Yun-fat to endorse products, which in itself is a very sensational news.

In addition, when Duan Yun talked about this matter with Yang Shoucheng, he clearly asked Chow Yun-fat to endorse this advertisement. In addition to the print advertisement, he also had to shoot two TV advertisements every year. Product promotion activities, from this point of view, Duan Yun believes that the 500 million Hong Kong dollars is definitely worth the money.

So without any bargaining, Duan Yun simply agreed to the other party's offer, and said that he would send someone to Hong Kong in the near future to sign the endorsement contract.

At the same time, Duan Yun's previously planned Volvo marketing campaign, which cost hundreds of millions, also began to fully unfold.

Compared with other cars, Volvo's most outstanding feature is its safety. In addition to being the first to invent the 3-point seat belt and applying it to its own models, it is also one of the few models equipped with safety belts. Cars with airbags.

Unlike all models of later generations that are equipped with airbags, in the 90s, there were very few continuous airbags that could be equipped, and they were basically concentrated in luxury models.

The airbag was invented by American John Blackcock in 1956, but the development of the airbag has been limited due to the high cost and the slow inflation rate.

It wasn't until the 60s that airbags began to be trialled on Mercedes-Benz's high-end models.

In 1973, General Motors of the United States also officially adopted the airbag system in the modern sense.Judging from the performance of actual loading, the function of the airbag has also received positive feedback, which can effectively protect the personal safety of the driver.

Therefore, in 1984, the U.S. federal government included passive safety devices such as airbags into regulations, requiring that by 1994, 1993% of the cars produced must be equipped.On the other side of the ocean, Europe also followed the same pace. In 94, the ECE R[-] regulation was passed to further improve the collision safety requirements.

And since 1996, front airbags have become standard equipment on cars.

In addition, the same is true for Japan, which is a major automobile production country. Although it was not as early as Europe and the United States for the research on automobile safety, relevant Japanese regulations were officially included in the Japanese security standards in 1998, which is similar to the European ECE R95 regulations.

So in the early 90s, there were not many models with airbags, and it was not a necessary standard equipment for cars. As for domestic cars, including imported Japanese cars, Santana sedans and Audi 100 produced by joint ventures, none of them had airbags. car airbag.

The 940 sedan introduced by Duan Yun actually only has an airbag on the driver's seat, but this is enough to be used as an important selling point for marketing and publicity.

In addition, the body strength of Volvo cars is very high. Compared with the current cars of the same level in the world, they are much stronger, and they were even called "road tanks" at one time.

Swire Group, the agent of Volvo cars in Hong Kong, also conducted such an experiment. His husband arranged for a Volvo car to collide with another car. As expected, Volvo showed strong safety in the car collision. Not only is the damage of the car body much smaller than that of the colliding vehicle, but the dummy inside is also intact, which is in stark contrast to the opposite vehicle.

The second experiment was to hit a Volvo car into a thick brick wall. As a result, the brick wall was directly hit with a big hole, but the Volvo was still able to drive, and the dummy inside was also safe and sound.

However, if Duan Yun also puts the Swire Group's test in the domestic publicity broadcast, it is estimated that the effect will not be very good, because the current domestic car ownership is very low, except for the main roads of the first-tier cities in Beijing, Shanghai and Guangzhou, the streets of other cities In fact, there are not many cars, and Chinese people generally do not pay enough attention to the safety of cars.

If he wants to create a sensational effect in the short term, Duan Yun needs more thrilling and exciting advertisements that can attract eyeballs and cause a sensation.

In fact, if you want to say that the company that is most capable of playing thrills in its own advertisements, Volvo can be said to be alone.

In the impression of Duan Yun in later generations, Volvo launched several adverts that made people's blood pumping and adrenaline soaring, which attracted countless people to imitate. In the short film "Split", the famous action star Jean-Claude Van Damme shows off his skills, performing a deadly split between two trucks moving backwards.

In order to reflect the credibility of the challenge, this short film uses a one-shot method to record the whole process in one go, and fully demonstrates the unparalleled stability of Volvo trucks with realistic and impactful pictures, which has gained a lot of attention. attention and word of mouth.

Later, Volvo, which has gone further and further on the road of death squads, once again released a life-threatening advertisement.

This time Volvo did not choose an action star, but put its own president on a "car tower" made of four new trucks.

Facing the violent wind and rain, the sky with thunder and lightning, the president of Volvo with the roof on four trucks moved forward steadily. Creativity is also eye-catching, which explains Volvo's strong confidence in products.

And this time Duan Yun decided to pay tribute to the president of Volvo in order to impress the Chinese people quickly by taking part in the commercial filming of Volvo cars...

(End of this chapter)