PICC 奥运三级跳 品牌推广案例  简述
　　中国人保财险自2005年9月成为北京2008年奥运合作伙伴以来，首先以“铸金牌服务，为梦想护航”确立企业专属定位，发动第一波 “奥运保障者”公司形象广告传播攻势；随后以“北京2008，我们一起保障”为核心诉求，抓住广大社会公众的感情共鸣，在奥运合作企业之中首开奥运电视公益广告与全国性奥运公益活动之先河，形成与大众的深度沟通；紧接着又以“拥有人保财险喜看北京奥运”为营销卖点，在全国开展为期两年的万张奥运门票大抽奖促销活动。并以此发展出公司奥运品牌传播工程，即“商业广告＋公益广告＋公关传播＋产品促销”的全方位传播模式，多角度、最大化拓展奥运保险合作伙伴的传播价值。
　　中国人保财险奥运品牌传播工程，呈现出“先找企业形象定位，再讲与公众对奥运的共同感情、最后才向客户进行体验式促销”层层推进的清晰策略，在包装上采用了“快乐奥运，大家共同分享”的巧妙手法，既使无形的保险产品全国性促销搭载上有形的奥运会门票平台，又展现了公司真心回馈客户、与公众“共享奥运”、为社会创造价值的盛举。在执行上，由于人保财险奥运门票促销活动启动时间早，不仅成为2008年奥运合作伙伴中的首例，而且比北京奥组委正式对社会发售门票整整提前10个月，独占了市场先机。这种借奥运营销赋予品牌生命，缔造公司与客户更为深远与持久相互关系的过程。

　　关于PICC
　　中国人民财产保险股份有限公司是中国领先的非寿险公司，公司的前身中国人民保险公司，成立于1949年，是新中国历史最久、知名度最高的保险品牌。2003年11月6日公司在香港成功发行股票，成为中国内地金融机构海外上市“第一股”。2005年9月，PICC正式成为北京2008年奥运会保险合作伙伴，

　　"PICC Olympic Hop Skip and Jump" Brand Spread Campaign

　　Brief Introduction

　　Ever since People's Insurance Company of China became Beijing 2008 Olympic Partner in September 2005, we first started "Establishing Gold Medal Service to Escort Dreams " campaign which established our exclusive enterprise position, and launched the first wave of "Olympic Guarantor" corporate image promotion; later with our "Beijing 2008, We Guarantee" aiming the core demands of the customers, we successfully seized the public's feelings resonate, and became the first enterprise of Olympic Partners to  launch nationwide public service TVC and public welfare activities, deepen the depth of communication with the public. Then again, using "the customer of PICC gets the chance to watch Beijing Olympics" as the marketing attraction, a two-year nationwide 10,000 tickets for the Olympic draw promotions was on. For all these, our company established an Olympic brand development program, that is "commercial advertisements+ public advertising + PR + + product marketing communication" to maximize the value of Olympic Insurance Partner.

　　PICC Olympic brand development program has a clear framework, that is “Finding corporate image positioning first, negotiations with the public on the common feelings of the Olympics, only to end-customers marketing experience”. The packaging used ingenious way of "Happy Olympics, we shared”. The program not only makes the intangible national marketing insurance products sharing the Olympic tickets visible platform, but also demonstrates genuine feelings of "to share the Olympics" with customers and to create values for the community .In implementation, as PICC Olympic ticket sales activities started early ,it not only became the first among 2008 Olympic partners, but also made it 10 months earlier than the starting point of Beijing Olympics Office’s , taking advantage of being the exclusive of the market. This uses the Olympics to strengthen brand power, and creates a more far-reaching and lasting relationship between the company and its customers during the process.

　　About PICC
　　People's Insurance Company of China is China's leading non-life insurance company whose predecessor is Chinese People's Insurance Company, which was founded in 1949, and has the longest history of New China’s insurance, companies, is the best known brand of insurance. On November 6, 2003, the company successfully issued shares in Hong Kong, becoming "the first unit" of Chinese mainland financial institutions to become listed overseas, In September 2005, PICC officially becoming Beijing 2008 Olympic Games Insurance Partner.