CHINA FOCUS by Proximity BBDO Brussels for GHA - Port Of Antwerp

CHINA FOCUS

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Industry Public Transport, Mass Transit
Media Design & Branding
Market Belgium
Agency Proximity BBDO Brussels
Released September 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: GHA - PORT OF ANTWERP
Product/Service: TRANSPORTATION
Agency: PROXIMITY BBDO
: Team Proximity (Proximity BBDO)
Media placement: Mailing - 4500 Luxury Mailings - 19/09/2011
Media placement: Website - Online - 19/09/2011
Media placement: Events - Across The Country - Incl Economical Mission of HR Prince Filip of Belgium - 19/09/2011
Describe the brief from the client
In the new world order, China is one of the booming economies we can’t ignore. Relationships between the Port of Antwerp (POA) and China have always been good. Now is the time to secure this friendship for the future, and create more business opportunities: of course with the appropriate approach.
Describe the challenges and key objectives
The key objective was to reach the relevant group of people in a massive and complex country as China. The next objective was to get them to join the Chinese-Antwerp Circle of Friends and get Port of Antwerp top of mind as their preferred port in Europe.
The challenge was also to create a luxury mailing with a traditional Chinese look and feel and yet keep it cost efficient. The origami boats were hand folded, and the mailing was wrapped in silk paper by hand as well. All of it was produced in Belgium.
Describe how you arrived at the final design
Chinese people are known for their love for ceremony. To honour the friendship between them and POA, we invited them to become a member of the Chinese-Antwerp Circle-of-Friends. This society will organise events, and inform its members about shipping-related business opportunities.
We sent out luxury mailings where we invite people to join the Circle-of-Friends. The brochure and letter are wrapped in Chinese red silk paper.
The brochure, bound in hardcover with a unique drawing of a Chinese dragon, written in English and Chinese, contains an origami boat as a gift. Chinese traditions were kept in mind during the whole making.
Give some indication of how successful the outcome was in the market
Hundreds of people became members of the Chinese-Antwerp Circle of Friends, and we are still counting. These members are investing in strong naval business-to-business relationships and they, just like the POA, are getting a lot in return.
Dozens of events were already organised all across China, including an economic mission hosted by his Royal Prince of Belgium Philippe. A gesture they appreciated very much.
This isn't a one shot deal but a continuous programmed we’ve managed to launch successfully in a difficult to reach market such as China. Many events are planned in 2012 and more members are joining in.