Don't Believe Me In Nike's Advertisement, I Still Believe It Is Custom-Made According To The City.

After several major cities in London, Taiwan and Shanghai, Nike launched a series of advertisements in Just Do It in Beijing in April 8th.

Nike's interpretation of the WeChat public number explained that she did not believe in my meaning: when you feel that Beijing people are arrogant and arrogant, they are practicing hard day and night, breaking through themselves and challenging themselves again and again.

When a lot of hard words and crazy words come to reality, you will know that there is nothing to say in Beijing, from "faith" to "service", we will bear witness to you.

Next time, don't believe me, take me!

Obviously, it is to please the marketing of the targeted city and win the reversal in the video script.

This series of ads targeting Beijing is currently 5.

Each advertisement displays 30 lovers' "big talk with a few words on the lips, which seems to be bragging" in the second second time. Then the dramatic part is pushed to the extreme, which is expressed by the daily life and sports segments of Beijing people, forming a sense of humor in Beijing.

For example, "one-on-one", a good friend between the basketball singled out to finish eating, and at dinner there really was a "roast basketball".

"One to one" seconds to play volume (as of April 9th, the same below):98.3 million

In the lost track, a 17 year old boy played with a girl at the Dongdan stadium. The latter said, "I want to beat him to the north."

The street said the boy had not been home for 3 days.

"Lost" seconds to play volume: 42 thousand

In the champion, several male athletes are running boldly in underpants.

In the background, they are still competing in the last one hundred meters of five kilometers, but a female athlete in front has already crossed the finishing line.

Champion: seconds to play: 704 thousand

In the "find", "Chaoyang ball king" was playing with flashlight in the football field in the evening. Another player on the side said, "if you want to play your teeth everywhere, I will just talk freely."

In the next scene, "Chaoyang ball king" is missing a tooth and faces the lens.

"Seek" seconds to play volume: 23 thousand

A basketball player in grandma invited her grandmother to play on the court. Grandma passed, passed and dunk.

After the game, he lifted the microphone on the sidelines and said he had said that he could win the match with his grandmother.

Grandma's second shot volume: 89 thousand

The advertising series of Nike Beijing series is produced by Nike team of W+K Shanghai office.

Nike's last November launch in Shanghai, "Shanghai not enough" advertising is basically the same team produced by W+K Shanghai.

The 5 of them did not believe me to take my series of advertisements, which took about 1 weeks to complete the filming, aiming at the Beijing market.

In emphasizing the regional characteristics, for example, the shooting venues in the advertising film (quadrangle, Drum Tower restaurant, SOHO football stadium) and the details of the ancient architecture used in the posters background, the sports fans' "boasting big talk" has the characteristics of Beijing.

W+K Dong Hao, one of the two creative directors of Nike office in Shanghai, has lived in Beijing for 15 years.

At the same time, Nike launched the "Nike Beijing 99 shirt competition" is also limited to the Beijing market.

Within 4 weeks of April 8th, basketball fans in Beijing will compete for the ownership of 99 jerseys with 11 patterns of gods and beasts.

The jerseys are divided into two brands, Nike and Jordan.

Don't believe me to take my entire campaign including the above 5 commercials, and the offline Jersey competition.

In addition to the above 5 commercials, the W+K Shanghai team also made trailers for the "Nike Beijing 99 shirt competition", showing some of the Jersey designs.

The dragon, unicorn, lion, leopard, tiger, bear and so on 11 kinds of gods and beasts were selected from ancient Chinese official uniform, and 99 jerseys were painted by 5 artists.

These jerseys will not be sold separately.

In this Beijing series, Zhang Dapeng, director of W+K Shanghai office, is the director.

Dong Hao told the curiosity daily that, considering that he did not believe me to take the regional attributes of my series of advertisements, and at the same time, there were quite a lot of non sports scenes in the advertisements. When they were screening directors, they tended to be "local humorous" who could shoot people's relationship with others.

In January this year, Zhang Dapeng's film "what is page" (the movie "piggy page over the new year") has attracted a lot of attention.

More than 5 points of the video on Sina micro-blog online less than 1 days to get nearly 3000 million times the amount of play.

Dong Haocheng: "in particular, he chose the night that page (" Paige ") was on fire.

Beijing is the latest stop for Nike to customize marketing content for different cities.

In 2018, Nike launched a series of advertisements in London, Taiwan and Shanghai respectively. Advertising and supporting consumer experience activities were customized according to the city.

Although these city advertisements still belong to the Just Do It campaign, they are different from previous advertisements: they seldom use celebrities or professional athletes, no longer use the slogan "Just DoIt", but bind the advertisements with the city.

In addition, Nike has launched advertising slogans and city specific activities in different cities.

London is the first stop.

The W+K Nothing Beats A Londoner, an agent made by Nike, won the social and Opinion Leaders Award last year at the Cannes Advertising Festival.

The 3 minute commercials show the appearance of 258 Londoners in a relatively fast-paced way, including graffiti artists, rap artists, star athletes and Londoners.

Nike's urban custom advertising followed by landing in different cities.

For example, the advertising film that Nike launched "impolite" in Taiwan last year in 8 is more direct, depicting a group of Taiwanese people who spoke polite words in the face of competitors.

The agent is Ogilvy Taiwan.

The opening ceremony of the commercials responds with a string of inexplicable laughter to the polite attitude of the Taiwanese.

Sports fans in the baseball game, basketball match, "please give more advice, thank you", "sorry, borrowed", the actual competition is not at all polite.

With the advertisement of "impolite", Nike launched a special version of NIKE+ RUN CLUB, NIKE+ TRAINING CLUB and basketball training in Taiwan.

When the advertising campaign in Shanghai ended in November, Nike used "Shanghai not enough" to refer to the fact that Shanghai sports fans were not satisfied with the status quo.

In the advertisement, a shop selling "finish line" was invented. Lin boss (Shanghai actor Lin Dongfu) played a good life philosophy.

But sports fans in Shanghai walked around the finish line and continued to run; MMA fighters refused to shoot the mat and throw in the towel.

Lin boss Lao Keller style clothing, old style shops and shops, and struggling young athletes, the rapid change of the city of Shanghai formed a group contrast.

Nike's advertisements based on urban custom try to show the life of sports enthusiasts in different cities, and some production details correspond to this.

For example, W+K used 16mm films when shooting London advertisements, and more photographed non city landmark buildings.

W+K Shanghai office has not confirmed whether Nike will continue to customize advertisements in such areas in new cities.

At the same time, Nike's customizing advertisements in these areas do not adopt a large number of big name stars and professional athletes. Part of it may be because of the creativity of more ordinary sports enthusiasts in the city, but some analysts believe that Nike may want to narrow the distance between consumers and consumers.

It is not a novelty for a brand to customize the marketing content for the city. The most common one is the urban packaging of beer and beverage companies.

For example, HeineKen launched the Cities of the World series campaign in 2014, and launched bottles of different packaging in 6 cities of Shanghai, New York and Berlin.

The Limited packaging strategy of the city is continuing, and the brand has been refined to different cities in the Chinese market.

Coca-Cola also launched 16 packaging bottles in the Chinese market last year, including Shanghai, Chengdu, Guangzhou and so on.

Different cities have different packaging designs, such as "Shanghai tide" packaging is a girl, Oriental Pearl TV Tower.

Compared to the Japanese urban canister, which only highlights the urban landmark, the urban tank in Coca-Cola China has increased the description of the city's characteristics.

Linghu Mianhua, Coca-Cola's Greater China content and creative director, said that this is mainly because Coca-Cola has found that the identity of users in Chinese cities is not urban landmarks, but people and culture in cities.

There is also a brand based on this further, urban custom advertising, limited offline experience activities, there may be specially designed stores.

For example, tea brands prefer tea, but when entering a city, they usually set up a so-called standard store, but each store's appearance design, limited drinks and urban characteristics will take place.

Nike announced in June 2017 that it will attach importance to the world's 12 cities, including Beijing, Shanghai, London, New York, Losangeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul and Seoul.

Nike has predicted that these cities will drive 80% of global growth in 2020.

As part of the strategy of key cities, Nike will update its products faster in these stores, and in the past two years, it has landed in the concept store, House ofInnovation, including Nike Shanghai 001 and Nike New York 000.

Nike's rival Adidas put forward a strategy of "key cities" earlier, covering Losangeles, New York, London, Paris, Shanghai and Tokyo.

This strategy is considered Adidas's approach to its core consumers and to understand the trend of the market faster.