BMW Design & Branding DRAGON RED POCKET by AC Communication, Cundari

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DRAGON RED POCKET

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Industry Repair parts
Media Design & Branding
Market Canada
Agency AC Communication
Agency Cundari
Associate Creative Director Acd - Cory Eisentraut, Acd - Mike Sipley
Creative Director Zeno Lam
Art Director Loiee Pangan
Account Supervisor Jennifer Bie-Purewal, Chris Lam
Released January 2012

Credits & Description

Category: Advertising Typography
Advertiser: BMW GROUP CANADA
Product/Service: BMW VEHICAL
Agency: AC COMMUNICATIONS
Agency: CUNDARI
Creative Director: Zeno Lam (AV Communications)
Art Director: Loiee Pangan (AV Communications)
Account Director: Marvi Yap (AV Communications)
Account Controllor: Anna Maramba (AV Communications)
Account Manager: Caspar Sun (AV Communications)
Account Supervisor: Jennifer Bie-Purewal (AV Communications)
Account Coordinator: Joyce Lau (AV Communications)
Chief Creative Officer: Brent Choi (Cundari)
Associate Creative Director: Mike Sipley (Cundari)
Group Account Director: Daryn Sutherland (Cundari)
Account Supervisor: Chris Lam (Cundari)
Account Executive: Ranjan Gill (Cundari)
Project Manager: Cecily Lo (Cundari)
Associate Creative Director: Cory Eisentraut (Cundari)
Media placement: 6,600 Red “Lai-See” Envelopes - 6,600 Mailed To Retail Dealers - Jan 16, 2012
Media placement: Digital Postcard Design - Posted On Retail Marketing Portal - Jan 16, 2012

Describe the brief from the client
Before this year, BMW dealers in Canada would design their own marketing collateral to celebrate Chinese New Year. This often created inconsistency in quality and brand imagery from dealer to dealer. To welcome its Chinese customers into the Year of the Dragon, BMW wanted to create uniform, branded collateral for all of its retailers.

Describe the challenges and key objectives
Given the large Chinese population, particularly in Canada’s major urban cities, more mainstream marketers than ever use advertising collateral to celebrate the start of the lunar calendar. The challenge for BMW was to do more than just wish customers a happy Chinese New Year. The creative had to resonate with them culturally, and tie back to the BMW brand.

Describe how you arrived at the final design

Calligraphy is a common feature of Chinese New Year celebrations. With that insight, BMW created calligraphy that engaged Chinese consumers in 3 different ways. The letters read BMW; they were shaped to create a visual representation of a dragon, with the 2 first initials connoting the head and body, and the third initial, 'W', the tail. Finally, the calligraphy also read 'Dragon', in Chinese.

The visual elements created a strong association between the brand and the powerful creature. A tag line, which in English translated to “Wishing you a brighter future in the Year of the Dragon”, helped tie everything together.

Give some indication of how successful the outcome was in the market
The calligraphy was printed on 6,600 red 'Lai-see' envelopes, which the Chinese use to hand out 'lucky' money. BMW also created a postcard of the calligraphy and posted it on the retailer marketing portal, where dealers could print the postcard off based on their customer needs.

By having 3 different ways in which the typography could speak to customers, BMW reached both recent immigrants and the second-generation Chinese Canadians, both key demographics for the brand. Its retailer network reported a high satisfaction rate with the Chinese New Year collateral, and printed off thousands of postcards for locally-driven direct marketing efforts.