Anta is mainly engaged in the design, development, manufacture and marketing of Anta brand sports shoes, clothing and accessories, and is a leading sports brand in China. Since 200 1, Anta has been the first brand in China sports shoes market for six consecutive years.
Brand official website undertakes the communication responsibility between Anta and distributors, media, investors, consumers and other multiple audiences. In creative design, we strive for simple style and spread fashion innovation; Strive to shape the international image and fashion characteristics of Anta brand. Is the website based on? Move on? Never stop? For the creative concept, build a main KV loop playback? Go forward? Our brand world not only conveys the brand spirit of Anta, but also embodies the brand vitality of Anta, and has made a good impression in communication with various target audiences.
Anta sports shoes copywriter Anta launched a new advertisement "We are champions" in the second half of 2006. What comes with it? Anta, keep going and never stop? This kind of atmospheric and inspirational advertising language. The advertising picture is supplemented by an athlete sweating but feeling dejected? Let the scar be your medal? This highly inflammatory copy constitutes the focus? Let the unfairness of the world bow before you! ? Encourage people to stand up against their own destiny and tell young people their attitude towards life. Compared with the advertisement of simple product introduction, it is undoubtedly unique. I believe that as long as you see this slogan, you will feel the power of progress! Keep going and never stop. ......
? Let the heartbeat be your declaration, let the scar be your medal, and let the injustice of the world bow before you? An unknown table tennis player in a farm yard, an unsung running teenager on a country road, a basketball player who practiced pitching in a fence, a scarred extreme sports enthusiast, and a girl who repeatedly lost weight lifting, accompanied by Queen's We Are Champions, Anta launched a brand-new advertisement in September 2006, which contained strange but sincere faces. Advertising creativity:
Advertising promotes Anta products, but it does not directly describe the quality of the products, but indirectly expresses them, endowing athletes with strong will and indomitable spirit, and making the products have a kind of human vitality.
The advertisement tells a short story, the music is loud, the training is hard, and the words are extremely passionate. Let the scar be your medal? But we never stop. The perfect combination of music and pictures makes people moved after watching it, and establishes the brand image of Anta's never-ending vitality.
Anta advertising word copy advertising appeal target: teenagers are lively, full of vigor and pursue individuality. Therefore, Anta fixed the user base at 65438+ young consumers aged 04-26. Love of adventure, pursuit of challenges, unique personality, advanced consumption and large number of groups are the overall characteristics of these young consumers.
Appeal method:
Anta has never stopped the emotional appeal in advertising design. By creating emotional appeals to prompt the theme of advertising, it can pull a touching heart, make people memorable and affectionate. Therefore, although the emotional appeal is based on the ordinary, it can play an extraordinary connotation. It belongs to a visual starting point, but it goes far beyond the point of view of the picture. The rendering atmosphere and artistic conception it creates give people a feeling of endless aftertaste. Will the aesthetics in advertising design be integrated into the creative side and skillfully carried out? Emotional involvement? Introduce consumers through the use of various lyric techniques? Love and literature, scenery and scenery, things and me, reason? In the artistic realm, it will naturally make consumers feel emotional.
The target audience of Anta's never-ending emotional appeal advertisement is consumers, and today's consumers are no longer simply pursuing material satisfaction. They not only require advertisements to inform them of commodity information, but also require commodity information to be artistic and entertaining to meet their psychological and aesthetic needs. Therefore, artistic and expressive emotional appeal advertisements are always easy to attract consumers' attention and interest and play a role in guiding consumption.
Advertising appeal theme:
Paying attention to the promotion of product image, the brand Anta has achieved success through hard work. ? Start a business with peace of mind, be a down-to-earth person and build a century-old brand? Business philosophy of
Comprehensive evaluation
Anta is the king of local sporting goods in China! Anta has always been loved by people for its price and excellent design. Pursuing sports, Excellence and beauty is the message that Anta sends to people! The sportsmanship it pursues is also the other side that people praise!