Wilson's investment this time is larger than ever before.
The campaign is being rolled out simultaneously online and offline, including in subway stations, high-speed rail stations, bus stops, shopping mall screens, and office building elevators.
Dozens of cities across the country lit up with the same image almost simultaneously.
They did this to gamble on Cheng Che's popularity, which is also related to the outstanding quality of his advertisements and songs.
What they didn't know was that Cheng Che's [ Ten-Million-Tier Popularity Card ] were quietly gaining momentum.
The card's effects hadn't been fully utilized; it converted the remaining marketing budget of tens of millions into actual exposure.
All online and offline channels were filled by the same person at the same time!
A boy stood in the center of the tennis court, wearing a black sports vest and holding a Blade V10 in his hand.
The sunlight shone from the side, and his eyebrows and eyes looked as clean as if they had been washed with water.
He tilted his head slightly, his gaze fixed on something outside the camera's view, a faint smile playing on his lips.
This is not an ordinary advertisement photo.
The image of [ Stars Surrounding the Moon ] shifts the focus of the entire scene to him.
[ Boy of Many Styles ] gave him a sense of youthful purity and strength.
[ Camera Language ] makes the composition, lighting, and every detail of this photo just right.
Anyone who sees this photo will instinctively look at it for an extra second.
Hang City Metro Line 1.
Lin Ming carried his bag into the carriage and found a place to stand.
He had just gotten off work and was a little tired, so he leaned against the door, took out his phone, and scrolled through it a couple of times.
Then he looked up and saw the billboard on the opposite wall.
He paused for a moment, stunned.
That photo was cleaner than any advertisement he had ever seen.
The boy stood in the center of the tennis court, the net behind him blurred into a light-colored line, and the sunlight outlined a clear contour of his profile.
He held a black tennis racket in his hand, with the Wilson logo printed on the racket face.
Lin Ming stared at it for several seconds.
He used to watch Cheng Che play tennis.
A few months ago, he and his girlfriend watched Cheng Che play a game at the Hang City Sports Center. At that time, he thought that Cheng Che's playing style was very attractive.
Back then, Cheng Che was just a "good high school student," but now he's a spokesperson for Wilson.
Standing next to him was an elderly man in his fifties.
The old man also saw the advertisement, squinted at it for a while, and then said to his wife next to him:
"This kid looks so energetic when he plays tennis. Tennis is a great sport; it's good for your health."
His wife nodded. "He's handsome too."
At the other end, two middle school students with backpacks huddled together, one of them pointing at the billboard and saying:
"That's Cheng Che! I've seen him on social media! He even broke a marathon record!"
"He also writes songs," another said. "I just heard his song ' Chasing the Wind ' on Douyin, it's really good."
I'm going to go play tennis again someday.
Lin Ming listened to the sounds around him, then looked down at the photo again.
He recalled how, a few months ago, he had Cheng Che online, thinking that the guy was just relying on his looks.
Later, he watched Cheng Che's competitions, Cheng Che's variety shows, and Cheng Che's marathon.
Later, he bought tickets and went to Spring City with his girlfriend, just to see where Cheng Che grew up.
Now, standing in the subway, looking at Cheng Che's billboard, a thought suddenly occurred to him.
He took out his phone, opened his online shopping app, and searched for " Wilson Blade V10".
The search results popped up.
He glanced at the prices.
The lowest configuration is 990, and the highest configuration is 1600.
Lin Ming gritted his teeth.
He usually buys clothes on sale, but this time he hesitated for less than ten seconds.
Place your order and make payment.
1600 yuan.
He put his phone back in his pocket, glanced at Cheng Che on the billboard, and his lips twitched slightly.
Not just Hang City.
In Capital City, Magic City, Spring City, Rongcheng, Ram City, and across the country, the same billboards lit up in subway stations, shopping malls, and bus stops.
Some people stopped to take a second look, some took out their phones to take pictures, and some entered " Cheng Che " and "Blade V10" into search engines.
In the sporting goods store in the mall, a crowd had gathered in front of Wilson's shelves.
The shop assistants were extremely busy, restocking stock while answering all sorts of questions.
"Is this the racket that Cheng Che endorses?"
"Yes, Blade V10.990 and up."
"Give me one."
"I want the top-of-the-line model that costs 1600."
Is there any left?
The online scene is even more lively.
On Douyin), an advertising video posted by Wilson's official account garnered over a million likes in just half a day.
The comment section was flooded with messages so many that the words were illegible.
[Who shot this ad? The composition is absolutely brilliant!]
I've watched Cheng Che's racket-holding posture twenty times.
[I don't usually play tennis, but I've placed an order now.]
[Did you hear the background music? It's " Chasing the Wind "! He wrote it himself!]
This song is so catchy, I went for a run right after listening to it.
On Weibo, Cheng Che's hashtag trended to number one.
Fans are posting screenshots of the ads everywhere.
[ Intelligence Bro: Che Baby is the spokesperson for Wilson; the ad is now available online. Go check it out!]
[Ladies! Look at that profile! The photographer deserves a bonus!]
[He didn't do anything in the ad, he just stood there, but I couldn't take my eyes off him.]
[" Chasing the Wind " is now available on music platforms, everyone go listen!]
[I listened to it; he wrote both the lyrics and the music. It's absolutely amazing.]
[This is a true all-around idol. Top Zhuangyuan, tennis Champion, marathon record breaker, viral cultural and tourism videos, and now songwriter.]
I'm a fan of him, and I'm proud of it.
On Zhihu, a question quietly climbed to the top of the trending list.
Q: How would you rate Cheng Che Che's advertising jingle " Chasing the Wind " for Wilson?
The answers came in like snowflakes.
"Thanks for the invitation. I'm a music producer. To be honest, when I received this invitation, I thought it was just a fan-made project. After listening to it, I was speechless. The melody of this song is very simple, but the emotional drive is very precise. It's not the kind of song that relies on arrangement; it's supported by the melody itself. Cheng Che, an 18-year-old high school student, has written something that many professional musicians haven't been able to write even after ten years."
"I'm a running enthusiast. I've listened to this song thirty times. Every time I'm about to give up in the second half of a run, as soon as the line 'Chasing the wind, chasing the light' comes on, my legs stop aching."
"To be honest, the lyrics of this song are better than 90% of the sports theme songs on the market. Because it doesn't shout slogans, it describes the real feeling of running. When you hear him sing 'Before dawn, the wind passes by my ears,' you can picture it in your mind."
"Here's a little-known fact: Cheng Che wrote, composed, and arranged all the music for this song by himself. And he's been learning music from Yan Ruanning for less than two weeks."
The comment section below this answer exploded.
[Half a month? I've studied music theory for three years and I still can't write something like this.]
So how many skill trees did he allocate points to?
I suspect he's bound to a system.
[Stop talking, I'm already on repeat.]
On music platforms, " Chasing the Wind " immediately topped the charts on the day it was released.
The number of people listening in real time exceeded one million in the first hour, and it is still rising.
In the comments section, one comment was upvoted to the top.
"This song was written by an 18-year-old who was a top scorer in the college entrance Zhuangyuan, a tennis Champion, and a marathon record breaker. He wrote his experiences into the song. When you listen to it, you can hear the wind, you can hear the track, you can hear the sound of someone running forward in the dark. This is not an ordinary sports song. This is Cheng Che Himself."
Cheng Che sat in a classroom in the Department of Mathematics at Peking University, his phone on the table, the screen lit up.
But he didn't look at it; instead, he stared Total Concentration at the light screen that appeared before him.
[ Charisma Trial - Phase Two: Let the Work Speak. Task Objective: Release your first solo single or participate in a film or television production, achieve 10 million+ real plays and a 7.0+ rating on mainstream platforms, with positive comments accounting for ≥60%, and gain 10,000 influence points. Completed!]