Qiaodan Sports was popular in China, but facing a crisis of brand aging. In 2010, the brand was badly in need of reshaping. After investigation, we discovered the relationship between our brand belief and the spirit of sport. So we initiated a campaign of advertising with the theme ‘Beyond yourself’. The advertising illustrated the simultaneously arduous and exhilarating experience of consumers challenging and recreating themselves. The campaign was released on outdoor and print media in cities in China; it successfully struck a chord with customers and built efficient communication between them and the brand.
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