FCB was launching ‘Open’ — a specialist offering that tailored marketing to specific cultural groups. To announce it, we created a DM piece to be sent to our clients’ marketing managers filled with unique brand insights, and strategic ideas. The concept sprung from the Chinese tradition of hóngbāo, where money-filled red envelopes are gifted to share good fortune to those close to you. Instead of money, these brand insights demonstrated to our clients how FCB Open could help position their brand to a Chinese New Zealanders audience in a way that resonated with them.
Project completed at FCB New Zealand