How Do Brands Connect Users Under Epidemic Situation? Nike Gives A Quality Demonstration With "Humble" Short Films.

With the spread of the epidemic, many advertising brands, especially sports brands, have to dramatically change the way they operate under normal conditions.

In the "crisis", those who can react quickly to the status quo and display brand temperature can always be impressed by people. For the market, the more special period is, the more efforts should be made by the brand to show its care to its customers and stakeholders, and prove to them that this is what the best brands will do. ?

Many brands in the world have made excellent demonstrations in the epidemic. For example, today's Hero: NIKE - Beijing time April 10th, NIKE launched its latest advertising campaign on various domestic media platforms, and the main Campaign slogan is "where to stop us".

In recent years, NIKE, the main producer of "plot to" commercials, has returned to the format of the 60 second short film in this advertisement. In the presentation of the finished products, NIKE also seems to have abandoned the high input and production routes that were good at the past. There was no deliberate swing, no rendering of light and shadow. Instead, the short time video of a lot of professional athletes and sports enthusiasts in the home exercise was mixed and cut off, and the Campaign theme was appropriately located at the end of the movie.

However, behind the seemingly crude advertising techniques, there are three carefully arranged layouts. Namely:

Time line: from winter to spring.

Scene line: indoor sports to outdoor sports;

Emotional line: from stagnation to recovery.

The title of the advertisement is shot from the unmanned stadium in winter. The blue basketball court -- the green artificial football field -- the red runway's running field, the three groups of empty shots, the color contrast is very distinct.

Then the picture shifted and the focus shifted from the stadium to the residential building.

Immediately after that, the motion portrait of the commercials began to appear. The object of the show is a mother with a baby carrying a flat support at home.

The "sports parent-child file" is the "fitness couples". The scene of a pair of middle-aged couples setting up badminton courts at home is quite attractive.

Subsequently, the advertising film began to appear hard core fitness crowd. For example, running around marathons at home:

For example, practicing basketball at home has ball training. CBA star Guo Ailun (middle) also appeared in the civilian image of "shoe shorts".

Another example is Wang Shuang, a Wuhan soccer star who plays tennis at home.

The display of yoga's "Nine Palace" shows the endless sense of life of the sports crowd.

As the saying goes, "no winter will not pass away", the scene of the film begins to change along the time line of "spring into winter". People's movements also go indoors from outside to outside.

Notice that the turning point occurs at 46 seconds. After the yoga "Nine Palace", the first is a green field. After two seconds of static mirror, a cyclist suddenly leaps into the center of the lens.

Subsequently, a large number of outdoor athletes began to appear.

And the last scene of the advertisement is a rope skipping movement of a child in the early spring district. At this point, the advertising film completed the three lines of time line, scene line and emotional line switching. The Campaign slogan, "where we stand," appears in the center of the screen and ends.

It is worth mentioning that the BGM theme song of the advertising film is also quite selective. The track used is the cover version of the Here Comes The Sun of the famous rock band The Beatles.

This golden melody is an original song of The Beatles guitarist George Harrison, which was included in the eleventh and last official studio album "Abbey Road" released by the band in 1970.

This album, which is important in rock and roll history, is not entirely heard. But you must be familiar with the cover of this album:

"The sun came out, and the sun came out, feeling that the sun had not seen for a long time, and the smile had reappeared the faces of the people."

Lyrics call for the meaning of spring and sunshine, and perfect correspondence with the core of NIKE advertising film.

During the epidemic period, NIKE's various publicity activities, including Campaign, which launched Play inside, play for the world before, rarely corresponds to the sale and publicity of specific products. The main thrust is to publicize the main thrust of the epidemic, which is admirable.

In addition, this is in line with the brand marketing activities of "Campaign You Can't Stop Us" on the line, and the The Nike Living Room Cup launched by the stars from all walks of life.

In the form of "NIKE home Cup", a soccer star took the lead in responding to the challenge and sent the challenge video to its own social media. Then the other stars continued to complete the challenge. The first responder was Portuguese star C lo. His abdominal training challenge video was first launched on Instagram last weekend, and has now produced an amazing volume of up to 32 million 440 thousand times.

In China, NIKE also did a similar activity with the "home Cup", called "sports co production", which closely linked to its Campaign theme "where to stop us" and invited Wang Shuang to publicize the campaign to encourage users to actively upload videos and interact with the government.

In addition to various social media activities, NIKE has invested resources in many more substantive anti epidemic efforts.

The first is asset donation. Since the outbreak of the epidemic in the world, NIKE has begun to update the brand's epidemic dynamics on its official website. So far, NIKE has donated more than 17 million US dollars to the relevant health institutions, and has recently made a protective cover for its front-line anti epidemic personnel through its factories.

Next is the "open product". During the epidemic, NIKE also reduced the subscription fee of NTC Premium service in the United States, providing free exercise guidance for fitness enthusiasts. NTC Premium services mainly streaming video content, including many App, including Nike, Nike Running, Nike Training Club and many other media and homepage or podcasting channels, including more than 185 courses, including weight loss, fat reduction, yoga and equipment training, etc. the single course duration varies from 15 minutes to 60 minutes.

In response to the "isolation" situation of the public during the epidemic, Nike has also added a lot of new contents such as meditation, sports health science and daily diet. But today, Nike has also attracted more potential customers by providing free online content to create positive images for the brand. When the crisis recedes, users who come from free content believe that some of them will become loyal users of brand loyalty.

Under the special environment of global epidemic prevention, Nike's offline business has also been hit hard. In the early February, most of the stores in China were shut down. Now, with the spread of the US epidemic, Nike has also become one of the big retail brands announcing the closure of American stores.

However, the epidemic is a danger to the brand and an opportunity. Like this carefully produced 60 second advertising short film, NIKE, through the grasp of rhythm and lens, gradually and gradually depicts people's desire for spring recovery. While the top athletes are now equally isolated from home and unable to compete, the stars who stay at home can also create new connections through the brand and the public, contributing new forces to the world's anti epidemic cause.