When Adidas and Li Ning are still reluctant to leave the ground at high altitude and launch comprehensive marketing campaign, the Nike brand communications base quietly shifted to the underground - metro.
Should be said that the MTR as a new media is not very popular in China, up until November 2005, the country only opened the city subway in Beijing, Shanghai, Guangzhou, Shenzhen, Nanjing and other five cities. In a sense, within the subway is still a pioneering stage of brand communication, that is, can really learn from the color or the sensation of the case are not many. If there are no ads on the subway to innovate, at best, it is equivalent to the ground into the subway, outdoor billboards, like the old medicine bottles renewal.
Though there is not much the city subway opened, but these cities are the most economically developed cities, the consumer the strongest, with Nike and other famous sports brand coincides with the target population. This is why it is so popular Nike subway ad. The most fundamental reason is that the Nike brand continuous innovation and acumen. It is reported that by 2010, the country will have 15 underground urban construction and the opening of rail transit, now Tianjin, Dalian, Shenyang, Hangzhou and other cities are sparing no effort to increase the intensity of subway construction.
You can guess, Nike high debug the current water subway ads may be open for the future in major cities subway to build a successful brand communication samples.
Focus on Guangzhou Nike tunnel warfare
In advertising from the metro, the Nike special attention to advertising on the subway, try to do all kinds of combinations of running programs. By 2005, Nike's subway advertising strategies to reach the superb state, its brand image gave people a fresh sense of Shenyi, strength to touch the target population of every nerve, miss opportunities to make opponents Adida Sri Lanka in the "brand communication tunnel warfare" in shame.
Guangzhou Metro, for example, is worth note is the subway forms of media into two broad categories:
The first is the traditional media.
Include train advertising, 12 large light box, 4 small light box, special-type light box (among the subway elevators Office), wall paintings, ladder card, the licensing legislation, escalators paste, glass paste, paste, etc. gates.
The second category is new media.
Includes 12 large light box + wall stickers combination, large light box + wall stickers combination ladder combination card + wall stickers, large light box window, special ability card type, special type ladder signs affixed, vending machine stickers, in-kind model, display cabinets, gantry sets, column sets, theme stickers, as well as scientific and technological contents of the tunnel film advertising.
Not only the rich and varied forms, and the combination of flexible, comprehensive manner to stimulate the consumer's vision, a great all-pervasive momentum. Although the form of flexible metro media, put the price because of its rather expensive, so we must pay attention to put a combination of media and creative to get the big effect of small investment purposes. Sports Center subway station is the core of the Nike brand communication base station belongs to the AA level the lot, put a large light box 12 would cost 24,000 yuan per month. Just put in high-cost sports center station, Nike launched its wave after wave of 2005, the brand from the ground offensive.
Nike Select Sports Center Subway Station Location Analysis:
1, the metro population is located in the east of Tianhe Sports Center, around the focus of many, such as Guangzhou CITIC Plaza, Mayor of Tower, Fortune Plaza, Guangzhou International Trade Building, Goldlion Grade A office building, etc., is the business district of Guangzhou's CBD.
2, adjacent to the distribution center in South China's largest computer market, a large number of computer enthusiasts hang around here, and buy computers mostly pupils and students, consistent with its target population.
3, the largest SUPER-MALL Guangzhou Grandview Mall just across the street.
4, most notably Guangzhou Tianhe Sports Center itself is a large number of major sports events and music, the arts venue. In case of large-scale events and concerts, the Pearl River Delta cities, fans will go hand in hand screen name from.
The first wave: Using combination of new look
Prior to Nike, and many brands in the subway ads in prominent or choose 12 large light box, or run into the rich and powerful few customers at one go to 10 separate large light box advertising buy them altogether. Nike has wisely chosen a great combination of light box + wall stickers, not only to save almost half the running costs, but also in the subway hall formed a continuous 60 m long with a spectacular and advertising, so that people can not all take the subway avoided.
More worthy of punctuate that Nike is not the content with a screen on top, but the ingenuity to create the four different elements of the dynamic image as a combination (the size of the screen there Ronaldo), walk with the crowd feel that the screen is also movement. As the Nike slogan spread just do it!
Second wave: creative first, lasting and pleasant impression
Nike used the same large movements grew up in selected 60 meters a combination of light box + wall stickers, but this time Nike has adopted a bold and unexpected ideas. Initially you only see one pair of shoes, a sense of the shadow of great speed, move forward 30 meters, the picture is repeated shadow shoes, brand image is very light and no information. 60 meters until you come to where you found out that a pair of Nike shoes rapidly across the traces.
Such a bold approach, perhaps only dare to international brands such as Nike have the courage. Obviously, this ad or not to be seen, that will be cherished forever after.
Third Wave: the ground, barefoot students
When Nike introduced a strong new product when the true essence of the "barefoot new" concept. The one hand, on the pretext of pupils and students enrolled in September time, they played the "new" in the edge ball; the other hand, mind, because light, because your feet seamless, so just like a barefoot-like feel, so a new life .
In order to push the peak of the interpretation of the concept, actually Nike passage in the subway had laid a carpet of a long ad, above a footprints, and "barefoot students" almost a perfect match. This immersive feeling, people once again impressed by the spirit of the Nike brand.
The Fourth Wave: more than implicitly, to push for the progress
After three waves of heat, Nike also want to seek new breakthroughs. November Sports Center Sports Center subway station east gate leading to the exit of stone steps on the ladder at each level the gap was covered by the Nike poster. Although Nike does not advertise in the ladder between the first, but it will be an overall picture attached two dozen class rooms also a few steps. Fascinating is that you have to slightly increase the distance to see the whole picture of the content of ads, so many young people will be curious to stop and wait and see, along the ladder going up, almost out of subway stations, that you made find Nike LOGO . Quite beyond the pale fruitless searching, was no effort to become clear to the whole feeling.
Exaggerated picture and lead rope style suspense, as the Nike brand continuous injection of fresh energy!
Nike is Nike, JUST DO IT!