Adidas'S Super Burning New Spring Ads, The Stars Gathered To "Create" Fu!

The Spring Festival is entering the countdown, and many brand new year campaign are also in full swing. Recently, the world-famous sports innovation brand Adidas, who took part in an advertisement shot by various stars and athletes, thoroughly exploded the discussion of social media. At the end of the year, a wave of sense of existence was severely brushed.

In this new spring advertisement short film, Yi Qiang Xi Xi, Yang Mi, Eddie Peng, Eason Chan, Angelababy and the new brand spokesperson Liu Yifei this year brought a great Spring Festival banquet with Chinese characteristics.

Adidas join hands with stars

The interpretation of the new year's "making everything"

The whole tone of the advertisement is mainly Chinese red, and all kinds of printing bring vitality and innovation to the dress. The picture has a strong visual impact. The stars can easily interpret the different styles of fashion, such as the Spring Street breeze and the simple sports style.

Take the wine cup, the ancient building, the dish, the paper fan, the arena, the nine corridors, the cuff, the drum, the drum and the sleeves. The advertisement brings Chinese traditional culture into the sports fashion field, applies traditional elements to the brand clothing and shoes, and breaks the imagination and limits. It reflects the brand's own creativity to lead the "new year to create a Vientiane" trend.

In addition to the new year's advertising film, Adidas also launched the 2020 CNY New Year Limited series. It also extended the cultural theme into traditional elements such as traditional Chinese painting, porcelain, flowers and animals. It combined the quintessence of Chinese art and sports fashion on the basis of brand DNA and sports attributes. It created a fashion product with Chinese characteristics and modern ideas, displaying the unique brand of the sports trend.

In addition to the regular sports style and running category, the new spring special year covers basketball, outdoor and children series. Now it has been on the brand official website, Tmall flagship store and all the stores.

Adidas has been constantly encouraging the birth of sports creation. In recent years, it has been collaborating with sports pioneers such as sports, art and fashion, adhering to the core concept of "sports creativity", and constantly encouraging consumers to break the routine, stimulate their potential and creativity, and enjoy the self change brought by sports.

Online and offline wave of national tide

Attracting users' strong crowd

After the launch of the advertising video, it quickly fermented to become one of the most popular new year topics on micro-blog. At present, micro-blog has a topic reading volume of 220 million, and the volume of discussion is 1 million 670 thousand +.

At the same time, many stars, such as Liu Yifei, Yang Mi, Eddie Peng, Angelabab, Ning Zetao and so on, actively cooperate with publicity. With the help of star influence and fans spread, the brand constantly refreshes and creates peak traffic volume.

At the same time, Adidas also launched the Theme Pavilion of "New Year's making Vientiane" online, and launched the customized Tang Chao Wang card at the ADI brand center of three cities in Beijing, Shanghai and Chongqing every weekend from December 28th to January 12th. As long as the user goes to the designated shop under the line and participates in the three major theme card interaction, it can customize the exclusive Tang Chao ace card, and can also unlock the hidden star card.

At the scene of the event, Chinese palace lanterns, doors and windows, ancient fans and so on are all endowed with a new flavor. The shape is striking to combine Chinese culture with the latest trend. A series of fashionable sports suits and brand new shoes have all appeared, attracting numerous KOL fans and fans to come to the card sharing. The scene is just like a grand gathering of the tidal current circle, enabling the brand to reach the target population efficiently and get an ultra high exposure.

In addition, in order to prepare for the carnival at the end of the year, besides the online and offline universal coupons, ADI also launched various activities for different shopping scenarios, and consumers can obtain massive coupons and physical gifts in many ways.

All along, Adidas is the fashion icon in sports circles. In recent years, more and more international brands are taking the trend of the east wind to attract young consumers in China. Adidas, based on the demand for young consumers, has captured their most popular in interest and grasped the trend of such a new year's tide. It can be seen as a good start for 2020.

United star IP

Create a new pattern of fans marketing

With the continuous warming of star fans, star endorsement has become a new engine for brand sustainable development. Using star IP to enhance brand awareness and reputation has become one of the common means in brand marketing.

Back in the past, Adidas China spokesmen from Wang Jiaer, Yang Mi, Lu Han, Yi Wan Xi Xi, Di Ali Gerba to Janine Chang, Eddie Peng, Deng Lun and so on, it is easy to see that Adidas has been using stars to enhance the communication and interaction between brands and consumers. On the one hand, it brings huge young people traffic through the star effect, improves brand recognition in the minds of consumers, on the other hand, maintains brand freshness through celebrity endorsements, and helps brand younger to defend the market position.

Almost every official spokesman of Adidas has been well received. They favor stars who are full of vigor, energy and self handicapping. They meet the brand's challenge of self adjustment.

Recently, when Adidas official Liu Yifei became the latest brand spokesperson, micro-blog's hot topic of conversation, Liu Yifei, endorsed Adidas's reading volume rose to 72 million + in a straight line, broke through the competition in the same brand competition, made Liu Yifei's own brand of heat transfer to the brand, plus brand official marketing communication, covering more audience groups, and successfully transformed star fans into brand fans.

Through the star effect and deep interaction, Adidas drains fans into the sales terminal, creating a momentum for brand marketing activities, thereby maximizing the touch and conversion of fans, and this marketing campaign lasting by the brand and spokesperson is still in progress.