Yang Yeo
APAC co-Chief Creative Officer at Hakuhodo Inc.
Singapore, Singapur
TítuloAnta Li Xiaoxu's Shoebox Installation
Agencia
Campaña Anta Li Xiaoxu's Shoebox Installation
Anunciante ANTA Sports Products Limited.
Marca ANTA Sports Products
PostedJulio 2011
Sector Empresarial Calzado
Filosofía CBA is seen as downgrade version of NBA. Using CBA branding itself does not have strong stopping power compared to shoes by Nike and adidas’ NBA-sponsored players. In a cluttered retail environment, we knew flat posters wasn’t enough to promote interest to the products. The opportunity is that what create stronger connection to the customers are the stories behind each CBA players, representing the authentic Chinese basketball spirit. The spirit is invisible, the challenge is how we can make Chinese consumers see the sports spirit.
Resultado The in-store poster campaign received considerable hype, and generates interest to the shoes. Anta CBA basketball shoes are not seen as downgrade of NBA shoes, but shoes with Chinese sports spirit. And more importantly, all regular sized (8-12), CBA edition shoes were sold out in 2 months from launch.
Medio Packaging, marcas y diseño
Director ejecutivo de creación
Director ejecutivo de creación
Director creativo
Director artístico
Responsable de conceptos / redactor
Diseñador
Diseñador

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