MAB’s decision to target a predominantly local Chinese demographic required a one-off marketing approach. Their multi part strategy, explored all Chinese language marketing mediums and they opened an MAB WeChat account in August 2019.
Challenges posed by COVID-19 overlayed by the competitive landscape resulted in adjustments having to be made constantly and an active in-depth monitoring of the campaign.
This strategy, including a unique feature in their animated brand, was successful in creating a highly engaged following in preparation for the launch of Tempo. This resulted in exceeding the KPI measurements set and achieved a conversion rate of 85 per cent based on the targeted audience group.