To drive awareness for Lining’s re-launch in China, we created a new commercial break exclusive for Lining in the 4th quarter of CBA live games on Beijing and Guangdong sports channels. We recommended running 5” billboards at the time-out in the 4th quarter to connect with the emotional and nail biting competitiveness that often comes at the end of a close game. The messaging “Keep fighting, you are a super star and strive for the ultimate win” connected with Lining’s brand slogan “dominate in the second” and created excitement for the end of the games.

The TVC also featured NBA celebrity Dwyane Wade and showcased the CBA league’s sponsorship with Lining. Additionally, Lining basketball gear was given away to the audience as the program host showcased the athletic details of the gear.

This program will continue to run until April, however, results are already being recognized:

20% increase in turnover sales from 2012 Q4 to 2013 Q1

Media Outcome: (from 2012.11.17 to 2012.02.28 )

Average rating (market: Beijing, TA: M14-28) 3.14

Final Quarter rating (market: Beijing, TA: M14-28) 3.99

765,000 total viewers in Beijing (city) local region

4,595,000 total viewers in Guangdong local region

778,554 tweets on Lining official BBS online forum