Evergrande Spring promoted new ad during Spring Festival of the year of horse, that is, from late January to early February of 2014, and the new ad, which is refreshing and impressive, was intensively broadcast in CCTV: it is performed by international superstar Cheng Long and Fan Bingbing with gusto, among which, there are “Festive Episode”, where two stars pay New Year’s call to the people of the whole country in representative of Evergrande Spring, “Health Episode”and “Beauty Episode” full of technical and fashionable elements, highlighting concern for people’s livelihood, high quality and health concept of Evergrande Spring.

    Being the consistent style of Evergrande Real Estate Group, and in order to set off the high quality of product, as well as considering degree of combination with sports, health and beauty, Evergrande Mineral Water Group has finally chosen to employ Cheng Long, Fan Bingbing and other superstars as spokesman of Evergrande Spring, through multiple choices and balances, and the new ad of Evergrande Spring is joined by signed singer of Evergrande Music Jin Zhiwen, presenting out glittering splendor. And it takes no more than one month from negotiation, communication, creativity to shooting, which again reflects the high efficiency of Evergrande Real Estate Group in its execution.

Ad of Cheng Long version is directed by director Ding Sheng, whose product includes“The Underdog Knight” and “Police Story 2013”, and it highlights the quality demand of “Drinking Every Day and Good For Health” and unique effect of “Lightly Sweet Taste In Tea, More Fragrant With Cooked Rice”, whereas ad of Fan Bingbing version shows out natural, pure, soft and fresh of Evergrande Spring, expressing the message that “Beauty is just so simply”. Two versions of ad have fully and comprehensively displayed the advantage, beneficial elements, advanced production process and health source, and so on, of Evergrande Spring, through different forms. And the few stars together with their beautiful performance and quality of Evergrande Spring bring out the best in each other, which also substantially improves brand texture and popularity of Evergrande Spring.

Group of people represented and influenced by Cheng Long and Fan Bingbing covers majority of consumer groups of different gender, age and class, and focus groups coincide with city elites targeted by Evergrande Spring. Now, two versions of new advertising elements have been fully put into use, and they will substitute old ads and be applied in sales outlets and media ads all over the country, so as to further increase the brand influence.

Meanwhile, this only marks the starting of new measures to be adopted by Evergrande Spring in brand promotion in 2014. For in the next stage, Evergrande Mineral Water Group will further promote more creative planning scheme, so that consumers all over the country can get an in-depth understanding of Evergrande Spring, and which will serve as a good preparation for Evergrande Spring to focus on national market and increase sales.