Shoe Enterprises, Brand, Quick Response To Earthquake Relief, Devote Themselves To Public Welfare

Setbacks, hard to resist?

Challenge, invincible?

The Chinese have to breathe a sigh of relief!

Use sweat to awaken our courage!

With strong, cast our backbone!

Come on, China!

Since last week, Anta's new version of TV commercials has been broadcast on the major TV stations in China.

The sudden great earthquake in Wenchuan, Sichuan, brought great disaster, but also tested the conscience and wisdom of corporate citizens.

After the great earthquake, Jinjiang enterprises, such as Anta, noble bird and seven wolves, quickly responded to the spread. They integrated the earthquake relief into the brand spirit, which not only reflected the conscience and responsibility of the enterprise, but also improved the brand reputation.

512 the Wenchuan earthquake in Sichuan is an accidental incident. In the face of this situation, how can Jinjiang enterprises establish a quick response mechanism?

How can we better find the conjunction between brand connotation and events in brand communication?

How can we enhance consumers' deep communication with emergencies and enhance brand reputation?

In May 13th, Anta (China) Co., Ltd. decided to donate 10 million money and materials to the earthquake stricken area. Meanwhile, Anta "refuels China!"

The advertising idea also came into being.

Apart from the donation of money and materials, they have chosen the form of public service advertisement decisively, thus triggering the new trend of earthquake relief.

"Anta," come on, China! "

It took only 3 weeks for advertising films to be released from creativity to advertising.

Xu Yang, director of Anta brand management center, said that the success of the advertisement was not entirely based on fancy originality. The commercials itself did not re shoot, but made of original material.

On the second day after the disaster, the noble bird decided to cancel the commercial advertisements of the birds, and to catch up with the public service advertisements for earthquake relief overnight. From the perspective of disaster relief, both material and spiritual support for disaster relief.

"Love is in China, no one can stop it!"

It's like a long Lyric lyrics, spreading quickly with CCTV5.

Huang Zhongfei, director of the brand.

The seven wolves also responded quickly in the incident.

According to Zhang Yue, an industrial planner of the seven wolf industrial Limited by Share Ltd, after a week or so of the earthquake, the TV commercials of seven wolves and anti quake spirits were broadcast on CCTV.

Anta, noble bird, and seven wolves have pioneered in the production of public service advertisements.

Ye Maozhong, a well-known marketing planning expert, praised the speed of their reaction: "no matter which way they are employed, speed is crucial."

"In the face of emergencies, enterprises are not doing multiple-choice questions, but doing what they want to answer: they must make statements to get the recognition and support from the society.

The most important thing is to seize the time node and miss the time node. "

Ye Maozhong said.