NBA: Start with a three-point experience card

When the advertisement ended, all the people in Times Square in New York let out such an exclamation in their hearts.

"Holy shit!"

"Advertisements can still be shot like this?!"

"Oh my god, it was originally a complete oolong incident, but now when this advertisement comes out, it immediately reverses itself and becomes a perfect marketing strategy!"

This ad also caused great repercussions all over the world.

Everyone was amazed when they saw the god reversal of this ad.

Whether it is the official media of those countries or various social platforms, everyone is discussing this advertisement.

The New York Times: "This is the most creative ad of the year, bar none."

"Time Magazine": "I even have reason to believe that Wang Yi's crush on the pair of sneakers before was a marketing strategy of Anta."

"China News Weekly": Anta's advertising idea is really amazing.The person who can come up with this advertising idea is definitely a top genius in the advertising industry.

Meanwhile, various other sports brands are paying attention to the ad.

Such as Adi and Under Armour.

After Anta's own incident this time, Adi and Under Armor were very excited.

Seeing that Anta's market value is dropping every day, they all think that they have the hope of catching up with Anta.

Now I heard that Anta has a new advertisement coming up, and they all know that Anta is a crisis public relations.

As for the effect of this crisis public relations, it depends on how well this advertisement is shot.

Of course, normally speaking, an advertisement will have a positive effect on Anta's current crisis, but that effect will not be decisive.

After all, the star you endorsed stomped on your own sneakers, and you still have public relations, public der.

No matter how you look at it, Anta is a dead end this time.

However, at this moment, when they saw the end of the advertisement, all of them were stunned.

This commercial is so creative, especially in light of Wang Yi's sneaker explosion, you can even think that Anta is a well-planned marketing event.

After all, the fact that Wang Yi stepped on his sneakers was already very hot.

Under such circumstances, if the situation that had been taking a sudden turn for the worse suddenly comes to a sudden reversal, it is likely to change the situation in an instant.

This made Under Armour's and Adi's executives a little flustered.

At Nike's North American headquarters, their top executives, general manager of the marketing department, sales executive, etc., are also looking at this advertisement.

At the beginning, these Nike executives didn't care, because they thought that an advertisement really couldn't affect the situation.

So someone is still whispering.

But when they saw the god reversal at the end of this ad, everyone was stunned.

The expressions of the few whispering people also became serious.

Joe Iwen, the general manager of Nike's marketing department, watched the faces of the people become serious, and he played the advertisement a few more times. At the end, no one said a word.

Joe glanced at these subordinates, and then asked, "What do you guys think?"

Everyone remained silent.

Finally, Joe said: "There is no doubt that this time it must be Anta's accident, and it must not be their marketing method. This can be seen from the various solutions they made afterwards. They even panicked. .”

"However, the appearance of this advertisement has turned things around. Even though it cannot make Anta quickly reverse the situation in a short period of time, it can completely stop the current situation and prevent Anta's market value from declining."

"As for the specific impact of this advertisement on Anta? What impact does it have on us? This needs to be evaluated and analyzed in combination with Anta's sales and our sales."

"The most important thing at the moment is to find the person who came up with the idea of ​​this advertisement. It has only been 7 days since the incident of Anta's sneaker explosion, and it will take four or five days for them to shoot the advertisement. That is to say, The person who came up with this idea only spent 2-3 days to come up with such an idea."

"This guy is definitely a creative genius. Such a genius did not appear in our place, but in Anta's, which is not allowed by me."

"So we have to poach him no matter how much we pay. Let's act now."

Everyone nodded upon hearing the words, then immediately left the meeting room and started their own actions.

……

This time, Anta did not continue the previous high-end line. This time, they placed advertisements on Douyin, Kuaishou and various short video platforms.

Wang Yi already has his own traffic, and this ad is indeed in line with the essence of the short video, which is short, sharp and interesting.

So in just one day, this advertising video reached the top position on each platform.

The number of messages also continued to skyrocket.

"Damn it, brother one turned into a soul chariot!"

"God is reversed, this is the most creative advertisement I have seen in recent years!"

"Crazy."

With the popularity of this ad, Anta's sales have dropped from day to day and finally rose today, and it has skyrocketed.

This is a direct increase of more than 20% compared to yesterday.

This is rare in the history of sneaker sales.

At the same time, in other countries, although Anta's sales volume did not increase so much, it was still [-]% higher than the previous day.

Affected by this, Anta's market value has also risen rapidly.

In just one day, the market value rose by $1 million.

And it keeps growing.

This made Under Armor and Adi completely desperate. Originally, Anta was about to fall to the same level as them, but now it has skyrocketed by 1 million US dollars a day, and it has gone up quickly.

And the effect of this ad will continue for a while, so they won't even be able to eat Anta's car exhaust.

Nike, on the first day they estimated that this advertisement was worth 1.5 million US dollars to Anta;
As a result, the data that was directly corrected on the second day was said to be worth US$2 million.

On the third day, it claimed that in view of the long-term impact of this video, the market value of Anta may exceed 3 billion US dollars.

And they never expected that on the 5th day, Anta's market value had increased by US$10 billion from the lowest point.

When we got here, even Nike executives panicked.

Nike executives quickly convened a meeting.

At the meeting, CEO Mark Parker pointed at Anta Marketing General Manager Joe's nose and scolded: "I don't have sufficient awareness of potential crises, I don't pay attention to talents, and I don't do anything about my daily work. If Anta turns defeat into victory this time , then you are Nike’s sinner!”

Joe quickly said: "This matter is indeed my negligence, but a few days ago I sent someone to investigate the person who came up with this advertising idea, and I demanded that this person be poached at any cost."