For a luxury brand with a few dozen concept stores and several hundred other outlets in China, This Is Touch developed a plan with many regional options. The objective was to ramp up sales substantially by boosting brand awareness and preference among the wealthiest segments in the main metropolitan areas on the East coast.
In China, a brand must be built from the top when it comes to geography and demography – from the most trendy and wealthiest to the rest of the country. This suggests a selective media strategy highlighting the tradition of craftsmanship and groundbreaking innovation over the last century in order to let the Chinese in on the compelling brand story of the company.
The most cost effective way to bring the narrative to life and meet its audience is a film on television.
Not just a commercial, but regular television content of 5-15 minutes. Enough time to bring the heritage and landmark achievements across to create a vivid brand experience.
Due to the fragmented nature of the huge Chinese television market the approach should generally be regional. This allows for precise targeting of the audience.
This Is Touch offers a range of stations covering all of China, including the main city centers on the East Coast of China.