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Nike'S "Underground Warfare" Marketing Mode

2008/4/16 12:04:00 17

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Nike'S "Underground Warfare" Marketing Mode.

When Adidas and Lining were still working on the offensive marketing at high altitude and on the ground, Nike quietly shifted the base of brand dissemination to the underground subway.

It should be said that the subway as a new media is not very popular in China. In a sense, the brand communication in the subway is still in the pioneering stage, that is, there are not many cases of lottery or sensation that can really be learned.

If you don't innovate on the subway, at most, it's the same as putting the outdoor billboards on the ground in the subway, the old medicine for the new bottle.

Although there are not many cities opening the MTR nowadays, these cities are the most developed cities in China, with the largest consumption capacity of residents, which coincides with the target groups of famous sports brands such as Nike.

This is why Nike likes subway advertising so much.

The most fundamental reason is the continuous innovation and keen touch of Nike brand.

It can be speculated that Nike's current high profile subway advertising may be a successful sample for the future brand communication in the cities with major subway opening.

Focus on Nike's underground warfare in Guangzhou

From the emergence of the Guangzhou subway advertisement, Nike has paid special attention to the subway advertisement, trying to make various combinations of delivery programs.

Nike's subway advertising strategy has reached a state of penetration. Its brand image has created a refreshing sense of God, which strongly touches every nerve of the target population, so that Adidas, who missed the initiative, is eclipsed in the "authentic battle of brand communication".

Taking the Guangzhou subway as an example, it is worth noting that the media forms in the subway are divided into two categories:

The first category is traditional media.

It mainly includes train advertisements, 12 large light boxes, 4 small light boxes, special type light boxes (riding on subway elevators), wall paintings, ladder cards, standing cards, escalator stickers, glass stickers, gate machine stickers and so on.

The second category is new media.

It mainly consists of 12 combination of big light boxes and wall stickers, large light box + wall stickers, ladder card + wall sticker combination, large light box display window, special force card, special ladder card, floor sticker, ticket machine sticker, physical model, display cabinet, Longmen rack suit, column set, theme sticker, and the highest technology tunnel movie advertisement.

Not only is the form rich and varied, but also a flexible combination, which stimulates the vision of consumers in an all-round way.

Although the form of subway media is flexible and diverse, because the price of its submission is rather expensive, we should pay more attention to the combination and creativity of media delivery so as to achieve the goal of small investment and great effect.

The sports center subway station is the core base of Nike brand communication. The station belongs to the AA lot level. It costs 24000 yuan to put in 12 large light boxes per month.

Nike chooses the location of the sports center subway station:

1. the subway is located on the east side of Tianhe Sports Center. It is surrounded by a large number of Grade A offices in Guangzhou, such as CITIC Plaza, Mayors Plaza, Fortune Plaza, Yangcheng international trade building, Goldlion building and so on. It is the CBD Business District of Guangzhou.

2. adjacent to the largest computer market in Southern China, a large number of computer enthusiasts linger here, and most of the buyers and sellers of computers are primary and secondary school students.

3. the largest SUPER-MALL Plaza in Guangzhou is just one street away.

4. the most important thing is Tianhe Sports Center itself, which is the host of many large-scale sports activities and music and art activities in Guangzhou.

If there are large events and concerts, fans in the Pearl River Delta will come together.

The first wave: clever use of combination, a new look.

Before Nike, many brands that advertise on the subway either choose one or two large light boxes with prominent positions, or bump into the rich and thick customers to buy all the advertisements of a dozen separate large light boxes in one breath.

Nike wisely chose the combination of big light boxes and wall stickers, which not only saved nearly half of the cost, but also formed a spectacular 60 inch advertising belt in the subway hall, so that all those who took the subway could not avoid it.

What's more worth noting is that Nike does not put the same picture on the top, but rather creates four different dynamic pictures as a combination (with the size of Ronaldo). As the crowd moves, it feels that the picture is moving.

Just like Nike spread the slogan justdoit!

The second wave: creativity first, endless.

Nike, accustomed to big moves, also opted for a combination of 60 meters long lamp box and wall stickers, but this time Nike took a bold idea unexpectedly.

At first, you only saw a pair of extremely fast feeling shoes shadow, walked 30 meters, the picture still repeats the shadow of the shoes, the picture is very light, also does not have the brand information.

Until you go to 60 meters, you can see that it was a pair of Nike shoes that flashed across the trail.

So bold, perhaps only the international script src=> such as Nike?