Anta: Find Different Brand Channel

Red, black, star athletes, sportsmanship, maybe add some Chinese elements.

You often see such ads in TV, newspapers, magazines and even subway stations.

It may feel cool to you, and advertising slogans are very exciting for you. But if you don't read the brand logo, can you identify whose advertisement it is?

Positioning Equation: the theoretical possibility of national sports card, Xu Yang, director of Anta brand management center, gradually feels that sports brands seem to be lost in the Olympic Circle.

Nowadays, most of the advertising creative people of major sports brands come from 4A, and they employ 4A to create brand advertising: "in the face of a big opportunity, many people will have the same judgement.

Anta is also buried in Olympic advertisements, and more media delivery and touting consumption are also called "me, too!".

"Who is more famous than sports stars than sports stars?

None of these Anta has an advantage. "

Xu Yang figured out what Anta could do in Beijing's Olympic Games.

As a sign for Chinese brands, there is Lining ahead.

"In the past, I was very concerned about signing Anta's foreign athletes for product promotion, but not for brand promotion.

The brand spokesperson still uses Chinese. "

Xu Yang said.

But these ingenuity, Xu Yang is not broken, no one will be careful to find.

But the opportunity now seems to open a gap to us: Lining's brand strategy focuses on internationalization.

In the next few years, Anta will still be interested in the Chinese mainland.

Occupy, abandon the consistency of creativity. "Do you know how serious the disaster is?"

In the morning, just as the torchbearer completed his torch relay in Quanzhou, Anta sports Ding Zhizhong called Xu Yang on May 12th at eight o'clock this evening.

At this time, many people knew that Sichuan had an earthquake that afternoon. Soon, Anta made a decision to donate 10 million yuan.

Today, this figure may be submerged in a continuous increase in the amount of love donations, but at that time did not understand the disaster, the number of one hundred thousand units as the number of units, very prominent.

And this is the outstanding stimulus, Xu Yang decided to react quickly, using new television advertising materials to edit new theme ads, so that it can be guaranteed within two weeks.

The advertising theme at that time was "China never stops."

"Never stop" is Anta's brand slogan.

At this time, television's disaster relief report, psychologists have begun to appear, and suggested: do not sympathize, do not recall the disaster, but to encourage more.

The advertising company, JW, according to the theme, gave the plan: "the Chinese have to fight for it."

Continuation of the previous advertising sequence, launched the "win China, never stop" chapter, launched the concept of "winning".

In May 19th, the ads were edited on the theme, but Xu Yang was hesitant.

The existing scheme has taken care of the unity of brand creativity, but the concept of "winning the spirit" has been used by many people, which leads to the possibility of being trapped.

In May 19th, the whole country stood silent for three minutes at the time of the disaster.

After that, Tiananmen square spontaneously marched on the slogan "refueling China".

Xu Yang decided to change the advertising theme.

"It is the voice of people that" China will rise in Sichuan. "

At such a time, there is no need for great creativity.

Xu Yang feels that brand communication, especially at this time, is the most important thing to say what Chinese people want to say.

This time, Xu Yang feels that he has found the difference between the sports brand's creative crash suit and the "national representative" image he has always wanted.

So, in the theme song of Wang Feng's beautiful "I love you China", the new advertisement called out the advertising theme phrase "refueling China" and it was first broadcast in May 25th.

In the past, Xu once mentioned that some consumers' market research feedback would indicate that they bought Anta products because they liked a slogan.

We need to know how to find out different brand access channels and how to consolidate or sublate Xu Yang in the future.