| Titre | Anta Li Xiaoxu's Shoebox Installation |
| Agence |
J. Walter Thompson Shanghai
|
| Campagne |
Anta Li Xiaoxu's Shoebox Installation
|
| Annonceur |
ANTA Sports Products Limited.
|
| Marque |
ANTA Sports Products
|
| Mise en ligne | Juillet 2011 |
| Secteur d'activité | Chaussures
|
| Philosophie | 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. |
| Résultat | 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. |
| Type de média |
Packaging, Marque & Design
|
| Directeur de la création |
Yang Yeo
|
| Directeur de la création |
Elvis Chau
|
| Directeur de création |
Terence Leong
|
| Directeur artistique |
Zhang Chao
|
| Concepteur / rédacteur |
Salome Zhang
|
| Designer |
Zhang Chao
|
| Designer |
Casper Franken
|
