“It is the first time for me to hold such a large-scale concert in my hometown. Thank all the fellow countrymen for your companion and with a thankful heart, I wish I can send my blessing to all of you by my songs and our hometown will be more and more beautiful.” On November 17, “Kaikouxiao·Charming China Song Zuying’s Concert in Changsha” was held in Helong Stadium and over 30,000 audiences swarmed to the stadium for watching the concert. During the over-2-hour performance, Song Zuying’s face blazed with enthusiasm and happiness and she seemed in a good mood, singing with smiles. There are several time of “Kaikouxiao” for 10 thousand persons in the huge Helong Stadium.

Song Zuying Sang with Beautiful Voice All the Fans Performed “Kaikouxiao” All the Way

It was the first time that Song Zuying had held a concert in her hometown Hunan, so her fans in Hunan cherished and attached great importance to this performance. The concert tickets have been sold out early and large number of fans waited out of Helong Stadium in case they missed this rare opportunity of Song’s first concert in Changsha.

Several main roads to Helong Stadium were blocked because the audiences were rushing to the concert since 2 or 3 o’clock in the afternoon. In the taxi, when the taxi driver was asked about “Kaikouxiao”, he said: “You must be kidding me. How shouldn’t I know? I have seen the advertising board of “Song Zuying’s Concert” on the main roads of Changsha for a long time. And many friends and I have drunken this liquor before. To be honest, it tastes good!”

At 6 o’clock, the audience started to enter the Stadium with the large screen inside rolling the advertising video of Xiaojiao Distillery and Kaikouxiao Liquor. The inside of Helong Stadium was as bright as the daytime. Two large Kaikouxiao advertising boards stood on the both sides of the stage. At the front of the stage, there was a Kaikouxiao advertising boards on the left and right side respectively. The striking advertising banners were set above the eastern and western entrance of the Stadium and “Kaikouxiao” seemed to be the highlight before the concert.

The concert started punctually at 8 a.m. and Song Zuying brought many classics of her own, such as Folk Songs Like the Water of Chunjiang,, Auspicious Days, Songs Flying over the World, Azalea and Getting Better and Better, songs resounding through Helong Stadium. While Song Zuying was singing the familiar song Small Back-basket, the whole audience waved the glow stick in their hands and the chorus turned the scene into a KTV room containing 10,000 persons.

When singing Dragon Boat Melody, Song Zuying invited audience for interaction. She called: “I want to cross the river and who will help me?” All the audience replied: “I will help you!” Song Zuying claimed that this is the loudest answer she got in all of her concerts and thanked the great kindness of her fellow countrymen.

Pop singer Jay Chow’s attending the concert as the guest performer is one big draw of the concert. The “Ying-Lun Group” first sang in chorus the song The Lasting Huangpu River and then pushed the concert to a new high by the song Thousands of Miles Away. In addition, the special guest Sha Baoliang gave a dedicated performance at the concert.

During the over-2-hour performance, the Changsha audience spared no effort to support Song Zuying. Their active and passionate cooperation brought frequent thanks from Song Zuying; the large advertising board of “Kaikouxiao” against the stage was shining until the end of the concert under the exposure of laser light.

Linkage of On-line and Off-line to Boost Sales, Kaikouxiao Realized In-Depth Brand Placement

From the beginning of discussing and negotiating the sponsorship and cooperation at the end of August to the successful holding of the concert on November 17, it took nearly 3 months. The Brand Department of the Second Business Department and the Kaikouxiao Sales Company successfully realized the in-depth brand placement of Kaikouxiao through on-line promotion, off-line consumer activities, media conference as well as the in-site arrangement of the concert.

Compared with the sponsorship titling of the concert of Faye Wong and Jacky Cheung in Changsha, this time more strength was devoted into brand publicity with more obvious effect. As for on-line promotion, the Company implemented transition on the current advertising resources and changed the advertising pictures with appropriate increase of input, carrying out high-density promotion of this sponsorship through several channels including outside advertisement, radio, newspapers and websites.

In September, the Company replaced 66 outside titled advertisement boards for this activity in the whole province. On September 20, the “Kaikouxiao·Press Conference of Charming China Song Zuying’s Concert in Changsha” was held and Song Zuying attended the conference in person and accepted the interview of journalists to build up the momentum. In total 35 domestic mainstream media reported on this conference. At the end of September, the advertisement of this activity with the sponsorship title of the Company was presented on Hunan Economy TV.

In the beginning of October, the Second Business Department presented 100 light box titled advertisements in part of bus stops of Changsha and 500 elevator advertisements in some upscale office buildings and residential buildings; in the middle of October, the activity of “interaction for winning tickets” launched on Hunan Traffic Channel and Radio 893. Meanwhile, the topic of “Kaikouxiao Liquor·Show the Words You Want to Say to Song Zuying” was opened on the BBS of Rednet. People who commented under the main topic with “Kaikouxiao · I Love Song Zuying plus Show the Words You Want to Say to Song Zuying and Kaikouxiao” would have the chance to get a ticket of the Concert of Song Zuying. In November, the titled advertisements were presented on the mainstream paper media of Hunan Province.

To give full play to the transmission effect of the Concert of Song Zuying, form the linkage of on-line and off-line promotion and propel the sales of products, the Company has carried out 2-month-long off-line promotion activity of “Smashing Golden Eggs, Winning Concert Tickets” in part of hotels, shopping malls and supermarkets since September 21. The activity of “Smashing Golden Eggs, Winning Concert Tickets” was launched in Changsha, Zhuzhou and Xiangtan City, comprehensively covering all the direct-selling hotels, direct-selling shopping malls and supermarkets, group purchase and communication, realizing the all-channel promotion of the activity.

To strengthen the activity transmission in shopping malls and supermarkets, the Company chose the most familiar songs of Song Zuying and invited the “Top Announcer” of Hunan Radio Station to record the broadcast of the activity for shopping malls and supermarkets according to their promotion scheme and the recording was played on a continuous loop there during the activity, making every consumer entering the shopping malls and supermarkets could experience the atmosphere of this activity.

Titled Sponsorship of the Concert Brought “Four Upgrading”

Li Jianchu, the General Manager of the Second Business Department and the Executive Chairman of Hunan Distillery, indicated that it was the honor of Xiangjiao Distillery to win the titling sponsorship of the Concert of Song Zuying and was also the continuation of the brand promotion of Xiangjiao Distillery after winning the titling sponsorship of the Concert of Faye Wong and Jacky Cheung. According to the feedbacks from all the aspects, the titling sponsorship this time had the better effect and greater influence than the former two times and the activity also brought “four upgrading”:

First, focus on Changsha, Zhuzhou and Xiangtan City. The focusing method was adopted in the activity “Smashing Golden Eggs, Winning Concert Tickets” of this Concert and the activity was concentrated on Changsha, Zhuzhou and Xiangtan City, with the overall effect superior to the effect of launching in the whole province.

Second, exert great influence on the high-end group. This Concert was sought after by the high-end people from political and business circle and the Company carried out free-tickets-sending through senior leaders including the Chairman, effectively increasing the influence of the Concert among the high-end group, which shared matching degree with the major target group of the brands including Xiangjiao and Kaikouxiao.

Third, the singer attended the conference. Song Zoying and the General Director Wang Fuying of the Concert made personal appearance in the press conference, which never happened in Faye Wong’s Concert sponsored by Kaikouxiao and Jackey Cheung’c Concert sponsored by Xiangjiao. It brought huge surprise to the fans of Hunan and had a good effect of publicity for the Concert.

Fourth, the celebration party added to the glory of the Concert. Different from the other concerts, the Concert was followed by a celebration party organized by Hunan Propaganda Department because Song Zuying was from Hunan Province. Products including “Xiangjiao·Yaoqing”, “Kaikouxiao Liquor (16 years)” and “Shangri-La A6” appeared in the party as the celebration drinks. Song Zuying received an over-10-minute exclusive interview by herself during the party, adding much to the glory of the Concert.