Peak:connection of the central and local made the loudest sound

Background

Peak became the Official Partner of NBA in 2007. It was eager to  take advantage of all the NBA fans in China.

Yutang Diagnosis

Peak put commercials on CCTV-5, the largest domestic NBA broadcasting platform in China, but it ignored local sports TVs. Audience and games broadcasted on these two levels were different. Local TVs had more values in regional markets. They should not be given up.

Strategy and implementation

A promotion mode, “Central + Local”, helped Peak gain more  coverage and obtained in-depth regional communication. 

Result

Peak obtained more sponsor benefits, and gained more recognition through this combination. Its market influence multiplied rapidly, and beat marketing strategies of many brands, including Nike and Adidas.