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 the 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.
Henry on a Chinese social platform and the BA Chinese site…
Ask Henry…
For the second phase of the etiquette campaign, we asked the Chinese social community what they would most like to learn about Western etiquette. After a huge response, we hand picked a selection then filmed Henry giving the answers.