Converse challenges big-budget rivals with tongue-in-cheek China campaign

<P>Converse China is looking to sidestep its big-spending competition with a new print and outdoor campaign showcasing the brand's expertise in basketball. </P> <P>Converse execs are forecasting a possible national rollout following the campaign's launch in Southern China. </P> <P>The executions feature Converse-wearers in a variety of uncomfortable and exaggerated situations caused by the shoe's technology, conveying the message that "to be a Converse basketball player, you have to be able to handle the technology", said Kevin Lee, head of creative, Ogilvy & Mather Guangzhou. </P> <P>The campaign also includes a secondary message, that "Converse has its soul in basketball", Lee added, a message aimed at educating Chinese consumers, who typically see the brand as casual chic apparel. </P> <P>The drive comes as other sports brands such as Nike and Li-Ning ramp up their spend ahead of the 2008 Beijing Olympic Games. </P> <P>"This work of ours is trying to maximise our much smaller budget by being a bit more charming and tongue-in-cheek and able to laugh at ourselves," added Lee.</P> <P> </P>