Chinese retailer to transform fashion

MARKETING   LEO BURNETT   METERS/BONWE

• Targeting Youth
  
• Promote the international image
• TVC, outdoor and LED displays
  

Shanghai - Leo Burnett Shanghai has rolled out a campaign for fashion brand Meters/bonwe, piggybacking the latest box office film Transformers 2.

The campaign, known as "Transfashion," aims to promote the summer collection of Chinese retailer Meters/bonwe. Spurred by the latest hit Transformer, the campaign aims to enhance the international image of the retail brand in the eyes of its Chinese customers by using footage from the film for as part of its promotions. 

Both outdoor, TVC and LED promotions will be shown in different cities. The TV campaign combines Transformers film footage with additional shots, to poke fun at the animosity between Autobots and the Deceptions.

While the TV campaign features product information in comic strip format, behind the scenes videos from the fashion shoots, and an application that allows youths to create their own DIY transformer.

Chairperson and CEO of Leo Burnett Group Shanghai Wei Wei Chen, said the market noticed that a lot of fans started sticking Autobot or Decepticon icons on their cars, laptops, and skateboards, as a way of expressing themselves.

"We decided to play on the division between supporters of these two camps and let people express their lifestyle and passion by association with one side or the other."