Come On! China! Anta Calls Out The National Aspirations.

For those who are prepared to share the Olympic feast this summer, the upcoming Beijing Olympic Games is not only a competition for money, but also a competition for money.

The ZenithMedia of the Beijing advertising group expects that advertisers from around the world will spend another $3 billion on the 2008 Olympic Games in Beijing, of which $900 million will be put into China.

However, the 5. 12 earthquake added some uncertainty to the fierce election.

The 8 magnitude catastrophe that occurred in northwestern Sichuan not only caused unprecedented casualties and economic damage in the past thirty years since reform and opening up, but also posed an awkward but serious problem to those companies that had made generous contributions to earthquake relief. Facing the more scarce commercial attention due to disasters, how to put the limited marketing budget into a more appropriate advertising campaign after donation, so as to ensure effective consumer communication without occupying other resources of enterprises. After all, enterprises will never weaken the pressure on the other side because of their good deeds.

Pressure first came from the wave of donations from the business community.

Statistics from a website show that in the 48 hours after the earthquake, enterprises in China have donated 1 billion 344 million yuan to the disaster area.

"This includes Anta's 10 million yuan". In May 14th, Anta employees exchanged MSN signatures to express their pride.

The company is a leader in the field of sports shoes in China. It has won the first overall market share of sports shoes in China for 7 consecutive years.

The media environment has also changed.

Since May 13th, many enterprises have removed daily advertisements and replaced them with propaganda with public information, which is consistent with the main theme of the government's earthquake relief work.

Over the next few days, all the media in the whole country took the form of large coverage of earthquake related news reports, and television stations cancelled all commercial advertisements and entertainment programs, and entertainment venues and video websites were also suspended.

The Wall Street journal points out that this is the first time China has stopped broadcasting because of disaster in 1979.

Seth Grossman, director of communications planning at Aegis Group, China (Seth Grossman), told the Wall Street journal that the Carat had never encountered three days of no advertising.

Meanwhile, JWT, an old 4A advertising agency, also said that the total amount of advertising spending in China dropped nearly 1/3 in the two weeks after the earthquake compared with the two week before the earthquake.

Today, the impact of this upheaval has been more than a month, but in recent years, some companies have tended to be conservative in advertising because of their cautious attitude towards the public and confusion about the market trend.

However, other enterprises believe that as long as enterprises find the right tone and establish a positive public image, they can still find the right tone of communication in a changeable atmosphere.

Beginning this week, viewers from 12 provinces and cities such as Beijing and Guangdong are able to see the latest Anta's "refueling" on satellite TV stations and CCTV's main channels.

China!

TV advertisement.

Anta's message in this latest TV advertisement is that in the face of disasters, Chinese people do not need to sympathize with each other, do not need to recall disasters, and need more encouragement.

The 08 year is an opportunity for Chinese and a turning over.

Xu Yang, director of Anta brand management center, said.

"Every great nation must go through many hardships and overcome these difficulties. China can truly turn over the international community."

Unlike the traditional advertising routines in the sporting goods industry, Anta didn't use stars in this new advertisement, no product highlights, no dazzling stunts, or even a little bit of dialogue.

But the company's recognition of this 15 second promo is surprisingly high.

"Refueling China highlights the spirit and features of our Anta," a Anta employee who did not want to disclose his name expressed an unrestrained pride in his friend's mail. "I want to let everyone know that Anta is made from Anta in China and Anta is the oil added to China."

In the face of this great opportunity for Olympic Games, many sports brands will come to the same judgement.

For example, the use of star athletes, the dissemination of sports spirit, perhaps add some Chinese elements.

If Anta is also buried in such an Olympic advertisement, "more media delivery and touch consumers" is also a "me, too!".

Xu Yang said, "then what can we do?"

Xu Yang's doubts make the team of Anta's advertising agency feel extremely pressure.

In May 19th, after several days of public psychological analysis and brainstorming, plus 3 days of sleepless revision, JW launched a simple and direct communication plan: a platform based on sportsmanship, to win for oneself and to cheer for China.

The Beijing Olympic Games should be China's victory in the international arena and become a marketing banquet for sponsors.

However, we have attacked the snow disaster in half China, the rough pmission of the Olympic torch outside China, and the sudden earthquake.

The controversy that followed followed a shadow over this activity.

"Under such a background, what can reflect the voice of a national brand better than expressing love for the country and the nation"? When talking about the strategy behind this advertisement, Xu Yang's tone suddenly became excited, "to cheer for China, this is the voice of every Chinese heart."

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

In addition to successful occupancy, it avoids creative crashes with peers.

Anta also bought the TV media from 12 provinces and cities in Northeast Liaoning and Chongqing in the southwest.

At present, Anta plans to put only one TV advertisement before the Beijing Olympic Games, but the company will still make amendments based on Market Research and public opinion intelligence analysis.

This is a clear insight into the current advertising environment.

In May, a research report released by Nielsen Media Research showed that in the first quarter of this year, many large international Olympic sponsors had significantly reduced their advertising investment in traditional Chinese television, newspapers and magazine media, because of the "concentrated voice" issue in May.

The latest survey data from CTR, an authoritative media research firm, showed that although the three day of mourning was over, the amount of advertising played by enterprises has only recovered to 70%~75% before the earthquake, and the advertising of some TV stations has been recovering slowly.

Considering the noisy level of information and the high cost of communication during the Olympic Games, it might be better to choose advertisements in a relatively light media environment before the Olympics.

"Especially in the context of the huge donation of the earthquake just now," Tian Tao, vice president of CTR, said that due to the magnitude of the Wenchuan earthquake exceeding the expected response of enterprises, the disaster relief contributions of enterprises often exceed the budget, which is bound to affect the future marketing and advertising budgets of enterprises.

Therefore, in the current large-scale advertising, not only can ensure the advertising effect, at the same time, it can reduce the cost of media purchase through the slack period, and maximize the consumers to the brand camp.

Anta did not comment on this, but the company's ratings survey showed, "come on!"

China! "

When the advertisement was broadcast, the audience ratings did not drop, or even slightly increased compared with other advertisements in the same period.