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The Ultimate Icon of Success – The Chinese Olympic Team Presentation Suit launch
[ 2008-07-16 10:50:10 | Author: Admin ]
The launch of the Presentation Suit also marked the start of the next phase of the award winning adidas Olympic campaign. Having had a consistent multi-media presence for eight months, adidas has now turned up the volume as the games draw closer, reinforcing its position as the key sports brand associated with the 2008 Beijing Olympics.
adidas supported the campaign with above the line media designed to reflect the stature of the official Olympic Presentation Suit. Carat China planned a combination of large format OOH sites including building wraps and displays. Print support took the form of four page wraps around daily newspapers in major cities. The OOH and print presence is supported by ongoing broadcast sponsorship to drive mainstream coverage.
‘We want the people of China to understand the link between Olympic success and the Presentation Suit’, said Rohan Lightfoot, Business Director at Carat China. ‘Every successful Chinese athlete at the Olympics will be wearing this suit while they stand on the podium with the national anthem playing. We’ve put the Presentation Suit on a pedestal, because everyone in China will be hoping to see it on the podium throughout the games. It will be an icon of success for China during the Olympics.’
Communications Planning Direct at Carat China, Seth Grossman, said ‘We’re entering the final stretch in the Olympics race now. Millions of people across China have been inspired by adidas’ Olympic vision and now that there’s less than a month to go everyone is desperate for the games to begin. The Presentation Suit launch continues the adidas strategy of using engaging OOH in the key Olympic cities to communicate most deeply with those consumers that are closest to the games.’
OOH for the campaign was implemented by Heartland and creative was supplied by TBWA.
[Last Modified By Admin, at 2008-07-16 11:00:42]
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体育局的SB们,多3亿美元就被俘虏了
真不知怎么想的