ANTA FITNESS DELIVERY J. Walter Thompson Shanghai para Anta

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Sector Ropa y Zapatos, Ropa de deporte
Media Promo / PR
Mercado China
Agencia J. Walter Thompson Shanghai
Director Chao Xu
Executive Creative Director Elvis Chau, Yang Yeo
Art Director Chao Zhang, Simon Yu, Sean Tang, Fei Ying
Copywriter Pickle Guo\lisa Wan
Producer Tiantian Ye, Yang Bin
Editor Simon Yu, Ru Lin
Publicado marzo 2011

Creditos y descripciones

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: ANTA
Product/Service: SPORTS
Executive Creative Director: Yang Yeo/Elvis Chau (JWT Shanghai)
Senior Creative Director: Terence Leong (JWT Shanghai)
Art Director: Chao Zhang/Simon Yu/Fei Ying/Sean Tang (JWT Shanghai)
Copywriter: Pickle Guo (JWT Shanghai)
Animator: Simon Yu (JWT Shanghai)
Programmer: Simon Yu (JWT Shanghai)
Director: Chao Xu (Kui You)
Agency Producer: Fiona Zhong (JWT Shanghai)
Producer: Tiantian Ye/Bin Yang (Kui You)
Editor: Simon Yu (JWT Shanghai)
Editor: Ru Lin (Light Box)
Cameraman: Lin Zhao/Qian Chen (Kui You)
Music Production Company: Chris Chow (02 Studios Shanghai)
Client Service: Bo Ren/Amber Li/Lily Yu (JWT Shanghai)
Media placement: Online Video Site - Tudou - 14 February, 2012
Media placement: Online Video Site - Sohu - 1 March, 2012

Describe the objective of the promotion.
Our target consumers lack the time and motivation to exercise because of their hectic lifestyles and busy work schedules. The objective is to inspire busy Chinese people to exercise regularly again.

Describe how the promotion developed from concept to implementation.
We took sports marketing to the next level by creating the 'Anta Fitness Delivery' service. We delivered workouts to their doorsteps. First, we used a celebrity to promote the service. Next, 300 fitness instructors were recruited and trained to conduct gym glasses in offices, homes and out-of-gym environments. Then a nation-wide hotline plus a micro-site were set up for customers to pick and choose their workouts, place and time of delivery. Finally, a fleet of branded SUVs and motorcycles deployed the instructors to their respective destinations.

Explain why the method of promotion was most relevant to the product or service.
As the No.1 local Chinese sports brand, it’s Anta’s responsibility to lead and be the advocate of a healthy and sporty lifestyle. Since our target consumers are too busy to go to the gym, it’s Anta’s job to deliver the gym to them.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 31,256 orders were delivered to homes, offices, warehouses, restaurants, factories and organisations. Photos, videos and tweets of participants enjoying the experience generated during the event appeared at major social networking sites in China. 53,016 people participated. In our survey, 80% of them said they’ll start exercising regularly again.