liu xiang
China’s sports heroes: Tired, retired, but still getting hired
The Chinese sports system focuses all its efforts on an elite minority instead of encouraging a broad sporting culture. It’s short-sighted and defines success much too narrowly. Brands are making the same mistakes, writes Sam Gaskin of Flamingo.
Nike's quick-on-its-feet Liu Xiang reaction sets social marketing benchmark
CHINA - Within half an hour of Chinese hurdler Liu Xiang's crash in the 110-metres hurdles race at the London Olympics yesterday, Nike made a swift rehash of its 2008 reaction with a timely Weibo ad capitalising on the country’s collective grief over Liu’s fall from grace.
Coca-Cola’s CNY campaign draws on Liu Xiang’s school days
Leo Burnett Shanghai has revisited its successful ‘First Coke of the year’ campaign for Chinese New Year 2012 with a new ad featuring glimpses from athlete and brand ambassador Liu Xiang’s old school days.
Tencent launches 2012 Olympics content strategy
BEIJING - Chinese online media giant Tencent has officially launched its content strategy for the 2012 Olympic Games in London, built around the concept of a 'Chinese Teahouse'.
Yao Ming still most engaging Chinese celebrity : R3
BEIJING – Yao Ming remains China’s most popular celebrity, closely followed by hurdler Liu Xiang and Jackie Chan, according to Enspire, a study by marketing consultancy R3.
Five things you need to know about using celebrities the smart way
Using celebrities in campaigns is a fact of advertising life in China. Almost three out four ads on TV use celebrities — a huge investment, as fees can cost more than the production itself, yet they do work.
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