Happy Face, Happy Stomach – Marketing Localization
The coronavirus outbreak exposes the creative side of marketeers. Here are two viral commercial campaigns from the first half of 2020 in China, that illustrate the Chinese customers’ current and special taste.
A Reason to Smile – authentic and valuable
Take a look at this cool campaign by W+K advertising agency in Shanghai. It is titled “You Can’t Mask a Smile” and was launched during the COVID-19 outbreak when smiling happy faces had to be covered by masks.
In an effort to bring the smiles back to people’s faces, the agency’s employees have swapped their smiles on top of each other’s digitally-created protective masks to create a series of happy visuals.
The idea was born by the agency’s employees, who wanted to embrace a sense of optimism and humor amid the new reality. With their portraits covering the windows of the office, the goal was not only to show smiles, but to give people a reason to smile.
This cool campaign gradually gained popularity and the modest gesture of solidarity has grown to a broad engagement and endorsement by big brands like Alibaba.
This is a lovely example of a creative project that was born out of team interaction. Eventually everyone benefited, and especially the brand.
Does it make you want to smile too?
5G Chicken Nuggets – marketing localization
Here is a campaign that was tailored specifically to Chinese consumers, with a witty reference to current reality.
It’s hard to understand how 5G technologies and chicken are naturally related, but the Chinese word for chicken (pronounced Ji) plays just right with the pronunciation of G, and the Chinese word for technology (also pronounced Ji).
Obviously, the campaign has nothing to do with the 5G, rather, the five “technologies” of McDonald’s new product.
The campaign was successful for two main reasons. First, the reference of 5G, which has become a trendy issue in China and catches the attention of many. Second, the usage of Chinese language and the multi-meanings of sounds, that are popular among Chinese customers.
Enjoy your meal.
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