Chapter 1750 Advertising creativity that amazes the world
When the commercial ended, everyone in Times Square in New York City exclaimed.
"Holy shit!"
“How can an advertisement be shot like this?!”
"Oh my god, it was originally a complete own incident, but now that this ad has come out, it has turned around and turned into a perfect marketing strategy!"
This advertisement also caused a huge response all over the world.
Everyone was amazed when they saw the reversal of this advertisement.
Whether it is the official media of those countries or various social platforms, everyone is discussing this advertisement.
The New York Times: "This is one of the most creative ads of the year, bar none."
"Times": "I even have reason to believe that Wang Yi's smashing of the pair of sneakers was a marketing strategy of Anta."
"China News Weekly": This advertising idea of ​​Anta is really amazing. The person who came up with this advertising idea is definitely a genius in the advertising industry.
At the same time, various other sports brands are also paying attention to this advertisement.
Such as Adidas and Under Armor.
After Anta's own incident, Adi and Under Armor were very excited.
Seeing Anta's market value falling every day, they all thought they had hope of catching up and surpassing Anta.
Now I heard that Anta has a new advertisement. They all know that Anta is crisis public relations.
As for the effectiveness of this crisis public relations, it depends on how well the commercial was shot.
Of course, normally speaking, although an advertisement will have a positive effect on Anta's current crisis, that effect will not be decisive.
After all, the star you are endorsing has smashed your own sneakers, and you are still in public relations, so you are a dick.
No matter how you look at it, Anta is in a dead end this time.
However, when they saw the end of this advertisement, all of them were stunned.
This advertisement is so creative, especially when combined with Wang Yi’s explosion of sneakers, you can even think that Anta is a well-planned marketing event.
After all, the popularity of Wang Yi’s smashing of sneakers is already very high.
In such a situation, if a sudden turnaround occurs in the situation that was originally going from bad to worse, it is likely to change the situation in an instant.
This made the top management of Under Armor and Adidas panic.
At Nike's North American headquarters, many of their senior executives, general manager of marketing department, sales director, etc., are also looking at this advertisement.
At first, these Nike executives didn't care, because they believed that an advertisement could not affect the situation.
So someone is still whispering.
But when they saw the twist at the end of this ad, everyone was stunned.
The expressions of those who were whispering became serious.
Joe Alvin, the general manager of Nike's marketing department, saw everyone's expressions become solemn. He played the advertisement a few more times. By the end, no one said a word.
Qiao glanced at these subordinates and then asked: "What do you think?"
Everyone remained silent.
Finally, Qiao said: "There is no doubt that this accident must be Anta's, and it can't be their marketing method. This can be seen from the various solutions they made later. They even panicked a little. ."
"But the appearance of this advertisement has turned things around. Even if it cannot allow Anta to quickly reverse the situation in a short period of time, it can completely stop the current situation and prevent Anta's market value from declining."
"As for the specific impact of this advertisement on Anta? What impact will it have on us? This still needs to be evaluated and analyzed based on the subsequent sales of Anta and our sales."
"The most important thing at the moment is to find the person who came up with this advertising idea. It has only been seven days since the incident of Anta's sneakers being smashed, and it will take four or five days for them to shoot the ad and put it on the air. In other words, they want to
The person who came up with this idea only took 2 to 3 days to come up with this idea."
"This guy is definitely a creative genius. Such a genius did not appear here, but appeared at Anta. This is something I will not allow."
"So we must dig him out no matter how high the price is. Let's act now."
Everyone nodded after hearing this, and then immediately left the meeting room and began their own actions.
…
This time Anta did not continue the previous high-end route. This time they placed advertisements on Douyin Kuaishou and various short video platforms.
Wang Yi already has his own traffic, and this advertisement really fits the essence of short videos that are short, concise and interesting.
So in just one day, this advertising video topped the list of various platforms.
The number of messages has also continued to increase.
"Holy shit, Brother Yi transformed into a soul chariot!"
"What a twist, this is the most creative advertisement I have seen in recent years!"
"Awesome."
With the popularity of this advertisement, Anta's sales have finally risen from falling for days to today, and they have skyrocketed.
A direct increase of more than 20% compared to yesterday.
This is rare in the history of sneaker sales.
At the same time, in other countries, although Anta's sales did not increase as much, they still increased by 10% from the previous day.
Affected by this, Anta's market value has also increased rapidly.
In just one day, the market value increased by US$100 million.
And it continues to surge.
This made Under Armor and Adidas completely despair. Originally, Anta was about to fall to the same level as them, but now it has surged by 100 million US dollars in one day and is rapidly rising again.
And the effect of this advertisement will last for a while, so they won’t even be able to eat Anta’s car exhaust.
At Nike, on the first day they estimated that the ad was worth US$150 million to Anta;
As a result, the data was revised directly on the second day and was said to be worth US$500 million.
On the third day, it was claimed that due to the long-term impact of this video, Anta's market value may exceed US$1 billion.
And they never expected that on the 5th day, Anta's market value would surge by US$1 billion from its lowest point.
At this point, even Nike executives were panicked.
Nike executives quickly called a meeting.
At the meeting, CEO Mark Parker pointed at the nose of Anta Marketing General Manager Qiao and cursed: "There is no sufficient awareness of potential crises, no attention to talents, and no performance in daily work. If Anta turns defeat into victory this time,
, then you are Nike’s sinner!”
Joe quickly said: "This matter is indeed due to my negligence, but a few days ago I sent someone to investigate the person who came up with this advertising idea. I demand that this person be poached at all costs."
Chapter completed!