Build brand affinity and recognition in the Chinese community.
Chinese Canadians, 35 – 43 years old
With 2012 being the Year of the Dragon – there’s no better time to reach out to the community than during the celebration of their most coveted zodiac year.
We drew parallels between a BMW vehicle and a Chinese Dragon, and emphasized the character traits that define both the celestial dragon in the Chinese zodiac and BMW drivers – power, ambition and self-assurance.
The brand’s signature kidney-shaped radiator grille represented the ornate mouth and snout of the dragon. The elegantly shaped driver’s side window doubled as the eye of the dragon. Finally, the fast and powerful movement of the vehicle was conveyed with golden streaks – i.e. the whiskers of a dragon in full-flight, a common depiction in Chinese art. The image also made use of the colour gold, once exclusively reserved for the Emperor of China as well as other high-ranking imperial officers, to symbolize wealth and happiness.
The tagline of the ad, which translates to “The Presence of the Golden Dragon Will Drive You to Success”, is a double entendre. On the one hand, it recognizes the coming Year of the Dragon, but also suggests a BMW will bring success to drivers because, at its essence, the vehicle is like a mystical dragon itself.
The client saw a positive impact on their business, retailers and consumers loved it, and the ad picked up three awards in the Year of the Dragon.