| Заголовок | Anta Li Xiaoxu's Shoebox Installation |
| Агентство |
J. Walter Thompson Shanghai
|
| Кампания |
Anta Li Xiaoxu's Shoebox Installation
|
| Рекламодатель |
ANTA Sports Products Limited.
|
| Бренд |
ANTA Sports Products
|
| Posted | Июль 2011 |
| Бизнес сектор | Обувь
|
| философия | 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. |
| Результат | 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. |
| Тип медиа |
Упаковка, брендинг и дизайн
|
| Исполнительный креативный директор |
Yang Yeo
|
| Исполнительный креативный директор |
Elvis Chau
|
| Креативный директор |
Terence Leong
|
| Арт-директор |
Zhang Chao
|
| Копирайтер |
Salome Zhang
|
| Дизайнер |
Zhang Chao
|
| Дизайнер |
Casper Franken
|
