Bentley Motors has developed a Chinese New Year campaign with Connect Advertising and Marketing calling customers to welcome in the Year of the Snake on Sunday 10 February.
Running across digital, social media, print, posters, greeting cards, and window and floor graphics, the campaign features a series of greetings depicting a snake weaving through traditional Chinese New Year shapes, with China’s national colour - red - incorporated into the design along with a wider pallet.
The artwork includes traditional and modern shapes and colours in a bid to reflect Bentley’s heritage and modern appeal.
Set to run across mainland China from this weekend, the creative will also feature in other areas with a significant population of Chinese high net-worth individuals from Singapore to Vancouver.
Chinese social networks including Sina Weibo and YouKu will also carry the New Year greeting, with visibility on bentleymotors.com and Bentley dealer websites. Bentley dealers in target areas will also run print ads showing the greeting, along with posters and in-store activity.
Kiran Jay Haslam, marketing and communications manager at Bentley Motors China commented: “Chinese New Year is an ideal opportunity for Bentley to further engage with our Chinese customers. Having worked closely with Connect for over a decade, it was important for us to continue working with a business that really understands Bentley as a brand and how it translates to other markets.”
Hin-Yan Wong, head of research and strategy at Connect Advertising and Marketing added: “Bentley and Chinese New Year aren’t entities you’d normally associate with each other, so it was great to be given the opportunity to merge the two together creatively, to promote the brand not just in the UK but across the world.”