Longines’ “Elegance is an attitude” was a very famous and in my opinion a highly successful global branding campaign that used local celebrity endorsements in different countries. In China, it featured Hong Kong celebrity Aaron Kwok. Unfortunately I cannot recall seeing any of his concerts or movies. Another Swiss watch brand Tissot, used Chinese actor Huang Xiaming for its branding. I like Huang Xiaming’s acting and have seen him in The White Haired Witch of Lunar Kingdom and Ip Man 2 and I can connect with him. If you are a foreign brand in China, the best way forward in my opinion, is via local celebrity endorsement.
For more information:
- https://en.wikipedia.org/wiki/Aaron_Kwok
- https://en.wikipedia.org/wiki/Huang_Xiaoming
- https://en.wikipedia.org/wiki/Ip_Man_2
- https://en.wikipedia.org/wiki/The_White_Haired_Witch_of_Lunar_Kingdom
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