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Connect & Bentley Welcome Year of Snake

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Chinese New Year celebrated in quilling campaign

Connect & Bentley Welcome Year of Snake

 

Connect Advertising and Marketing has developed a Chinese New Year campaign for Bentley Motors, calling customers to welcome in the Year of the Snake (February 10th). Running across digital, social media, print, posters, greeting cards and window and floor graphics, the campaign features a series of greetings  depicting a snake weaving through traditional Chinese New Year shapes, with design combining China’s national colour, red, with a wider pallet for a more modern feel.
 
The campaign will launch on February 10th, across mainland China but also in other areas with a significant population of Chinese high net-worth individuals – from Singapore to Vancouver.
 
The New Year greeting will be used across Chinese social networks Sina Weibo (the Chinese Facebook equivalent) and YouKu (YouTube equivalent), bentleymotors.com and Bentley dealer websites. Bentley dealers based in the target areas will also be running print ads showing the greeting, as well as featuring posters, greetings cards and window and floor graphics in-store.
 
Crafted by a professional artist using paper quilling, the campaign’s creative is designed to reflect cultural awareness as well as being visually pleasing. The artwork combines traditional and modern shapes and colours to reflect Bentley’s traditional heritage and modern appeal. A Bentley Continental Flying Spur is inserted into Chinese elements of the campaign only, to promote the spacious four-door Grand Tourer within the region.
 
Kiran Jay Haslam, Marketing and Communications Manager at Bentley Motors China, said: “Chinese New Year is an ideal opportunity for Bentley to further engage with our Chinese customers. Having worked closely with Connect for over a decade, it was important for us to continue working with a business that really understands Bentley as a brand and how it translates to other markets.”
 
Hin-Yan Wong, Head of Research and Strategy at Connect Advertising and Marketing added: “Bentley and Chinese New Year aren’t entities you’d normally associate with each other, so it was great to be given the opportunity to merge the two together creatively, to promote the brand not just in the UK but across the world.”
 
 
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Genres: Luxury

Categories: Automotive, Cars

lbbonline.com, Thu, 07 Feb 2013 16:51:47 GMT