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On a shoestring budget, BA wanted to gain more awareness in China.

Our starting point, we knew the Chinese love British culture. And research showed familiarity with our etiquette helps them integrate in the West. So we created a social campaign that placed BA as the 'Ambassadors of Britishness' and in a lighthearted way helped the Chinese learn a few British quirks.

Henry the butler was our spokesperson imparting advice in a series of instructional films starting with a lesson on the British bromance (in China, Britain is seen as the home of the bromance because of the TV show Sherlock - odd but true). We put together content that spread across Weibo, YouKu, QQ and WeChat. To date, it's reached 42.57million people - so a success.