Signing Liu Yifei, "Chao Chao + Hip Hop" Group CP, Adidas New Spring Brand Advertising Explosion

Today, a new spring advertisement in Adidas lit up all kinds of discussions, and at the end of the year, "ruthless" brushed a sense of existence.
In this short minute advertising film, Eason Chan, Eddie Peng, Yi Wan Xi Xi, Angelababy and other artists with national value and traffic value have gathered call to help them. In the form of presentation, they have adopted the popular hip hop and national tide elements this year. "The Chinese wind + hip hop, instantly drew the distance from the young people," sighed some netizens.
In the advertisement, Eason Chan first took the wine cup, then the ancient building played the saucer, and then came to the ring dance. Eddie Peng's nine way corridor, Cuju Chuan Li, was made in series with different Chinese cultural elements, forming a strong visual impact.
In fact, this is the first brand advertisement released by Adidas in October about the "self analysis" in the field of digital marketing.
"Over the past few years, adidas has invested too much in digital and effective channels, thereby sacrificing brand building. Because in the past advertising, only 23% of Adidas in brand building, up to 77% of the budget put in performance marketing, "global media director Simon Peel said at a marketing conference.
It is reported that Adidas's annual budget in marketing is converted to RMB about 14 billion. Even if Adidas mismatches 20% in advertising budget allocation, it will be a lesson worth 3 billion.
In order to raise the brand's enthusiasm and let the consumer fall in love with the 70 year old brand again, Adidas first launched the topic in December 23rd and signed Liu Yifei as the new brand spokesperson.
First of all, for Adidas, Liu Yifei's own experience is very compatible with Adidas's brand concept. At the very beginning of its creation, Adidas advocated the self change brought about by breaking the routine and enjoying the sport. Liu Yifei, through constant self challenge, grew and metamorphosis on the road of performing arts.
Meanwhile, according to a report released by one star, Liu Yifei's fans are mainly female consumers under 24 years old, who like fashion and movies. There is a certain overlap with the target audience that Adidas wants to cover, and Liu Yifei's fans can not be underestimated on the strength of carrying goods. Under the micro-blog of micro-blog, micro-blog fans are drying out their order screenshots of their purchase of Adidas, in order to prove the strength of idols.
In addition, Liu Yifei's "Mulan" is about to be released in March 2020, when Adidas can launch the star share with the help of the movie fever, so as to achieve IP linkage and achieve product efficiency transformation.
With the signing of Liu Yifei's enthusiasm, today's Adidas released the new year's advertisement, with the advertisement of "chao chao + hip-hop", the first to open the brand marketing of the new year, and once again aroused the consumer's hot comments and attention. In the face of the public's high concern about Adidas's new spring advertisements, it is also sufficient to prove that although the market is increasingly pursuing the effect and pursuing transformation, it can not forget brand building, carry out advertising, continuously export brand values, and establish contacts with consumers.