Meters\Bonwe: Xinguohuo Movement

Jamo Woo and Kathy Cao

Campaign details

Brand owner: Metersbonwe
Agencies: NIM Digital
Brand: Meters/Bonwe
Country: China
Channels used: Events and experiential, Internet - display, Internet - general, Internet - microsites, widgets, Magazines - consumer, Newspapers, Online video, Outdoor, out-of-home, Print - general, unspecified, Public relations, Social media
Media budget:1 - 3 million

Executive summary

Meters/Bonwe is a Chinese clothing brand targeting students and young white-collar workers. It had been leading the market for years, however local competitors easily copied its winning strategy of authorised merchandise and it was no longer competing with international newcomers.

The challenge was to consolidate its leading position by identifying an irreplaceable value, get rid of local copycats, and shorten the perception gap with foreign fast-fashion brands.