The Brief

Adidas was the official sponsor of Beijing Olympic Games. Their ads were plastered all over the market. And Nike had to outspend adidas to get notice. Having the 2 major players dominating the Olympic Games how could ANTA in local sports brand gain awareness?

Creative Execution

Anta is becoming a hero to mass market youth. International brands such as Nike and Adidas are seen as hip but hit the emotional bull’s eye with only a small sliver of China’s young population (i.e., the middle class in primary cities). Anta is the brand for normal China youth who loves sports and desires to make their dreams come true through hard work. The celebrations are the very engaging and touching moments to let them release their pride and satisfaction for China ‘s victory, which make ANTA brand more their own brand that speaks out the voice from their hears.

Describe the creative solution to the brief/objective.

We designed and printed T-shirts from number 1 to 60, distributed to the stores to be display in specially designed shop windows and for staffs to wear the T-shirt to celebrate the winning of each gold medal in real time.

Results

The promotion event turns into local news very soon, attacked lots of traffic and eyeballs to the shops. People are exciting to celebrate the winning moments with ANTA staff in store, take photos with the special window display or the T-shirt with the specific number which is representing the gold medal of their favorite sports. It also became the hot topic in many BBS. People uploaded the photos and shared their excitements on-line. In the end, by this promotion, it increased sales by 53% vs. the same time period of year 2007.