| Title | THE 4TH QUARTER |
| Brand | LINING |
| Product / Service | LINING BRAND |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | OMD CHINA Shanghai, CHINA |
| Media Agency | OMD CHINA Shanghai, CHINA |
| Entrant Company | OMD CHINA Shanghai, CHINA |
| Media Agency 2 | OMD CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Evan Zhang | Fuse | Content Manager |
| Ryan Ding | Fuse | Content Associate Manager |
| Gigi Chen | Fuse | Content Director |
| Calvin Fu | Fuse | General Manager |
This program will continue to run until April, however, results are already being recognized: 20% increase in turnover sales from 2012 Q4 to 2013 Q1 Media Outcome: (from 2012.11.17 to 2012.02.28 ) Average rating (market: Beijing, TA: M14-28) 3.14 Final Quarter rating (market: Beijing, TA: M14-28) 3.99 765000 total viewers in Beijing (city) local region 4595000 total viewers in Guangdong local region 778,554 tweets on Lining official BBS online forum
To drive awareness for Lining’s re-launch in China, we created a new commercial break exclusive for Li-Ning in the 4th quarter of CBA live games on Beijing and Guangdong sports channels. We recommended running 5” billboards during the timeouts in the 4th quarter to connect with the emotional and nail biting competitiveness that comes at the end of a close game. The message “Keep fighting, you are a superstar and strive for the ultimate win,” connected with Li-Ning’s brand slogan “dominate in the second” and created excitement for the end of the games. The TVC also featured NBA celebrity Dwyane Wade and showcased the CBA league’s sponsorship with Lining. Additionally, Li-Ning basketball gear was given away to the audience as the program host showcased the athletic details of the gear. While our many competitors were spending on full-game coverage, Li-Ning was able to associate the brand with only the most exciting and memorable moments and win favor with basketball fans.
The basketball sports gear market is extremely competitive in China. International brands such as Nike and Adidas, along with local competitors such as Anta and Xstep, created an environment where Li-Ning all but disappeared in the clutter. We needed to reconnect with young men into basketball in a far more relevant way with greater impact than our competitors. We went back to understanding the game and how fans interacted with it. The penny dropped; basketball fans pay less attention to advertising in the first 3 quarters because they are busy preparing to stay glued to the match in the final quarter. They focus more when it's down to the wire. This is where we put our efforts. We integrated Li-Ning with moments of heightened competition and heroics in the critical 4th quarter.