"Retreat" Marketing: Nike'S 12 Hour New Creative Advertising Attack

Although Liu Xiang "quit the game", Liu Xiang, who "bet" on Liu Xiang, still won an advertising marketing war.

"In some of today's print ads, except for the previous layout, we do have some ad pages that are temporarily decided to buy."

Zhu Jinqian, director of communications at Nike sports (China) Limited, admitted to the first financial daily.

This time, after knowing the news of spokesperson Liu Xiang's withdrawal from competition, Nike's advertising team immediately put forward new ideas in advertising within 12 hours, and spread new advertisements in the national media and retail stores.

"We were also aware of the news of Liu Xiang's withdrawal from the match, and we didn't expect the result of the game to be returned. All advertising plans were made temporarily."

Zhu Jinqian told reporters.

Reporters learned that, according to the previous arrangements, Nike's advertising staff and advertising companies prepared the Liu Xiang winning version of the ad and the winning version of the ad.

But the final result is unexpected.

In the afternoon, Nike issued a brief official statement: "Liu Xiang has always been one of the most outstanding track and field athletes in China.

Nike is proud to work closely with Liu Xiang.

At this point, we understand his feelings and expect him to recover from injury.

Then, on the morning of second, with the theme of "Liu Xiang's retirement", the theme ads, "love sports, even if it hurt your heart," were featured in the front page of the main urban newspapers in East China, Southern China and North China with the headlines of "Liu Xiang's withdrawal".

"This is a creative job."

Zhu Jinqian said.

In addition to the temporary front page layout of the main newspapers in the afternoon and evening, Nike launched the same poster at all retail outlets yesterday.

The same ads are also on Nike's official website.

"Our long-term goal is to let Liu Xiang convey a voice on behalf of Nike in 2008."

Pan Jianhua, director of Nike Greater China market, said.

"It turned out that the consumer response was good. Yesterday, many consumers went to the retail store for posters."

Zhu Jinqian said.

She said she hoped that through this advertising idea, consumers could understand a spirit of sport, because many excellent athletes had experienced setbacks.

Liu Xiang helped a successful marketing campaign in Nike's history.

As early as 2002, the company spent 300 thousand yuan to sign Liu Xiang with great potential. In August 24, 2004, on the day before Liu Xiang's participation in the Olympic hurdling team preliminaries, the Nike themed Nike advertisement began to play in the whole country, and changed to Liu Xiang version in 3 days. In August 28th, Liu Xiang won the Olympic champion of the Olympic Games.

After breaking the world record of the 110 meter hurdles in July 2006, Liu Xiang became the main star in Nike advertising.

It is reported that Liu Xiang has also endorsed more than two digit brands including Cadillac, Amway Nutrilite, Coca-Cola, Baisha culture, fir and men's clothing, and more than a dozen figures. Before that, a large number of advertisements have been produced. The plan is launched from the time when Liu Xiang first participated in the competition in August 18th, involving television, newspapers, outdoor, Internet and other media platforms.

"Liu Xiang's advertising creativity is only part of the advertising campaign in August. We also show congratulations in advertising for other spokesmen.

Next, our advertising strategy may be adjusted with the competition. "

Zhu Jinqian said.