Chinese ultra-marathon runner Chen Penbin attempts to break a Guinness World Record by finishing a marathon everyday for 100 days continuously from April 2nd to July 10th. This is also his way of showing support to Beijing bid for the 2022 Winter Olympics. “Challenge100”, a pair of specially designed running shoes by ANTA, the Chinese leading sportswear brand, will run with him.
ANTA also launched a new campaign “Run with Me” calling consumers to run with Chen Penbin. The campaign, created by Lowe China, includes TVC, online video, social communications and in store activations.
A three-minute “Run with Me” online video will be launched on v.qq.com (http://v.qq.com/cover/f/fiolkbh3560h641.html?vid=l0149pk61px), Letv and Youku. 15 second TVC will also be on air on CCTV, Chongqing TV and Guangdong TV. By telling Chen’s story of growing into a world famous ultra-marathon athlete from a village fisherman, ANTA tries to encourage consumers in tier 2-4 cities of China to run in ANTA footwear, and also to raise ANTA’S brand awareness in the running shoes market.
Lowe China also created several more 15-second TVCs to be broadcasted during Chen’s 100 day running later, to built the professional image of ANTA running shoes by highlighting their technology and functional features.