| 标题 | Anta Li Xiaoxu's Shoebox Installation |
| 广告公司 |
J. Walter Thompson Shanghai
|
| 广告战役 |
Anta Li Xiaoxu's Shoebox Installation
|
| 广告主 |
ANTA Sports Products Limited.
|
| 品牌 |
ANTA Sports Products
|
| Posted | 7月 2011 |
| 行业领域 | 鞋类
|
| 哲学 | CBA is seen as downgrade version of NBA. Using CBA branding itself does not have strong stopping power compared to shoes by Nike and adidas’ NBA-sponsored players. In a cluttered retail environment, we knew flat posters wasn’t enough to promote interest to the products. The opportunity is that what create stronger connection to the customers are the stories behind each CBA players, representing the authentic Chinese basketball spirit. The spirit is invisible, the challenge is how we can make Chinese consumers see the sports spirit. |
| 结果 | The in-store poster campaign received considerable hype, and generates interest to the shoes. Anta CBA basketball shoes are not seen as downgrade of NBA shoes, but shoes with Chinese sports spirit. And more importantly, all regular sized (8-12), CBA edition shoes were sold out in 2 months from launch. |
| 媒体类别 |
Packaging, Branding & Design
|
| 执行创意总监 |
Yang Yeo
|
| 执行创意总监 |
Elvis Chau
|
| 创意总监 |
Terence Leong
|
| 美术指导 |
Zhang Chao
|
| 文案 |
Salome Zhang
|
| 设计师 |
Zhang Chao
|
| 设计师 |
Casper Franken
|
