Interview with Yiannis Exarchos: to narrate Olympic story in new ways and promote positive values
01 Jul 2024 14:40
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.
Interview with Yiannis Exarchos: to narrate Olympic story in new ways and promote positive values
01 Jul 2024 14:40
Expert insight | New changes on UEFA EUROs: growing maturity of Hisense and other Chinese brands
22 Jul 2024 19:18
Interview with Andreas Zagklis: to keep popularization of basketball with all-round strategy
08 Jul 2024 16:14
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