Launching progressively in phases until February next year, the campaign is composed of television ads, print executions and digital campaigns through the internet and mobile. Anta will also host events and retail promotions across China.
Anta is said to have signed a four-year partnership with the COC. Asked whether the Winter Olympics is likely to draw the same crowd as the Beijing Olympics despite being held outside China, the team at JWT were optimistic, maintaining the Winter Olympics are still a top international event able to draw mass attention. Gavin Hu, senior account director at JWT added that the games happens would be held over the Chinese Lunar New Year when people normally stay at home. “Technically it's much easier to reach the masses through proactive media spending and effective marketing programs.”
Besides the Winter Games, Anta is also supporting the COC in the East Asian Games that is happening in Hong Kong at the moment and the 2012 Summer Olympic Games in London. The Guangzhou Asian Games in in November 2010 and the Youth Olympic Games in Singapore in August 2010. Anta succeeded Adidas as the official sportswear partner for the Chinese team after the Bejing Olympics last year.
The sportswear brand is currently very strong in China’s third- and fourth-tier markets, and is growing rapidly in tier 2 cities. It is also planning to open flagship stores in Shanghai and Beijing.
JWT retained Anta after a creative pitch following the Beijing Olympics. Since then, the agency has launched campaigns featuring brand ambassador Jelena Jankovic.
Project Winter Olympics Campaign
Creative agency JWT Shanghai
Chief creative officer Yang Yeo
Creative director Hu Gang
Art directors Zhang Chao, Eric Duan
Copywriters Salome Zhang, Eva Han
Agency producer Jane Zhang
Production company Off-lo-hi Limited
Exposure Television, print, online