Domyos: Tai-chip-hop
Marie-Julie Lorenzo
Campaign details
Brand owner: Oxylane groupLead agency: Fred & Farid ShanghaiBrand: DomyosCountry: ChinaIndustry Clothing, apparel, Personal accessoriesChannels used: Internet - general, Internet - microsites , Online video , Print - general, unspecified, Social mediaMedia budget: 500k - 1 million
Executive summary
This case study described how fitness brand Domyos was marketed in China via the fusion of a traditional sport and hip-hop.
French fitness brand Domyos wanted to emerge in China but there was a problem of credentials, because France is not the...