Meters\Bonwe: Xinguohuo Movement
Jamo Woo and Kathy Cao
Brand owner: Metersbonwe
Agencies: NIM Digital
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
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.