Major advertising investment in China: our dynamic Chinese branch is investing in a big way, aiming to boost brand visibility and product awareness through outdoor advertising, catching the eyes of urban travellers. First Caleffi appeared on the capital’s buses, and then it moved onto motorway billboards in one of the busiest traffic arteries in the region: the Caleffi brand has made itself felt in a big way on the streets of Peking
. What next?
Naturally, the average Chinese citizen will not yet have fully perceived the company’s activities (this was not the campaign’s immediate aim), but will have undoubtedly been impressed by the images of nature in the centre of one of the most polluted cities in the world.
China’s economy is growing at a dizzying rate, and even to raise brand awareness by a few hundredths of a percent per year is an important achievement. Nowadays strategic investment in boosting a brand’s personality is just as vital as investing in plant, technology and training. What convinces the client is the emotional dimension underlying the brand, providing it is coherent with the company’s reality. This is the viewpoint behind our continuing to invest in a high impact communications policy, because we believe that China is not so much a threat as an extraordinary opportunity.
Our chinese branch has been investing a lot in public advertising to increase brand awareness in Beijing.
First the buses, then the highways, what will follow? Although common people may not have clearly understood what Caleffi produces, experts should have been struck by such an use of the new brand.
And this was the main goal of our branch. The idea was developped by the branch together with its communication agency with the supervision by Caleffi Headquarters.
Our congratulations to the spirit of initiative.