MCM Inspire
MCM
Positioning MCM as an attracting lifestyle brand in the Hong Kong market through an innovative all-round marketing campaign.
MCM is a leather luxury goods brand. DASH was commissioned to develop a marketing campaign to raise brand awareness and enhance MCM’s image in Hong Kong. The marketing campaign included a wide range of collateral, including creative direction, print and website design, social media marketing as well as video production and editing.
sector
luxury goods
work
creative direction / art direction / print design / printing and production / campaign activation / web design / web programming / web hosting solution / video production and editing / copywriting / photography / social media creative
MCM
MCM Inspire
Positioning MCM as an attracting lifestyle brand in the Hong Kong market through an innovative all-round marketing campaign.
MCM is a leather luxury goods brand. DASH was commissioned to develop a marketing campaign to raise brand awareness and enhance MCM’s image in Hong Kong. The marketing campaign included a wide range of collateral, including creative direction, print and website design, social media marketing as well as video production and editing.
sector
luxury goods
work
creative direction / art direction / print design / printing and production / campaign activation / web design / web programming / video production and editing / web hosting solution / copywriting / photography / social media creative
Challenge.
MCM is known for its signature logo-printed material, called Cognac Visetos, which appears on many of its products. While popular in Mainland China, customers in Hong Kong had the perception that the brand is too traditional or old-fashioned. Through the marketing campaign, DASH needed to challenge and change this perception and boost the brand’s lifestyle association and popularity with its target audience. MCM products contain a strong craftsmanship and high quality, but this message was not being communicated effectively in the Hong Kong market. DASH needed to ensure this craft and quality message was strongly communicated at every marketing touchpoint.
Creative Design &Direction.
After undertaking a range of marketing research and brand positioning research, DASH needed to ensure the marketing campaign would position MCM as more of a lifestyle brand. Ahead of the marketing campaign launch, MCM’s Flagship store was relocating to Central with a spacious area, and one deliverable for the campaign was to increase the number of visitors to the store.
MCM decided to partner with NOC Coffee Co., an award-winning cafe in Hong Kong. NOC is well known for its high-quality coffee, attention to detail when it comes to roasting and blending its signature coffee, as well as the skill of its baristas in creating the perfect cup. There is also a strong lifestyle association that surrounds coffee drinking, cafe culture and the NOC brand, which made the partnership a strategic choice for MCM.
The Marketing campaign was named “MCM Inspired” and aimed to explore the spirit of the brand, emphasising the commonalities between the craftsmanship of coffee making and MCM products. MCM would create a coffee corner in its flagship store to communicate this message.
The teaser video built anticipation and excitement ahead of the MCM opening and the coffee corner. The video emphasises the commonalities in the craftsmanship between the two brands- showing NOC baristas make the perfect flatwhite and latte art while highlighting the attention to detail and craftsmanship of MCM products. The teaser video was launched on MCM’s official fan page and detailed how the collaboration came to be and what fans could expect. For the cafe corner in the store, Dash created and produced all branded collateral, including paper coffee cups, the uniform and name badges.
To further boost awareness of the store opening and the brand partnership, DASH produced vouchers for NOC customers to redeem a free coffee at the MCM store, which were given out in different NOC branches. DASH also designed an eDM that would be sent to NOC and MCM’s mailing lists.
Part of the promotional activity included a coffee-making workshop held at MCM’s cafe corner. DASH created a website which details the story of the campaign, the key details and allowed visitors to register for the latte art workshop. DASH ensured the website was mobile-responsible for a pleasant and effective user experience.
Challenge.
MCM is known for its signature logo-printed material, called Cognac Visetos, which appears on many of its products. While popular in Mainland China, customers in Hong Kong had the perception that the brand is too traditional or old-fashioned. Through the marketing campaign, DASH needed to challenge and change this perception and boost the brand’s lifestyle association and popularity with its target audience. MCM products contain a strong craftsmanship and high quality, but this message was not being communicated effectively in the Hong Kong market. DASH needed to ensure this craft and quality message was strongly communicated at every marketing touchpoint.
Creative Design &Direction.
After undertaking a range of marketing research and brand positioning research, DASH needed to ensure the marketing campaign would position MCM as more of a lifestyle brand. Ahead of the marketing campaign launch, MCM’s Flagship store was relocating to Central with a spacious area, and one deliverable for the campaign was to increase the number of visitors to the store.
MCM decided to partner with NOC Coffee Co., an award-winning cafe in Hong Kong. NOC is well known for its high-quality coffee, attention to detail when it comes to roasting and blending its signature coffee, as well as the skill of its baristas in creating the perfect cup. There is also a strong lifestyle association that surrounds coffee drinking, cafe culture and the NOC brand, which made the partnership a strategic choice for MCM.
The Marketing campaign was named “MCM Inspired” and aimed to explore the spirit of the brand, emphasising the commonalities between the craftsmanship of coffee making and MCM products. MCM would create a coffee corner in its flagship store to communicate this message.
The teaser video built anticipation and excitement ahead of the MCM opening and the coffee corner. The video emphasises the commonalities in the craftsmanship between the two brands- showing NOC baristas make the perfect flatwhite and latte art while highlighting the attention to detail and craftsmanship of MCM products. The teaser video was launched on MCM’s official fan page and detailed how the collaboration came to be and what fans could expect. For the cafe corner in the store, Dash created and produced all branded collateral, including paper coffee cups, the uniform and name badges.
To further boost awareness of the store opening and the brand partnership, DASH produced vouchers for NOC customers to redeem a free coffee at the MCM store, which were given out in different NOC branches. DASH also designed an eDM that would be sent to NOC and MCM’s mailing lists.
Part of the promotional activity included a coffee-making workshop held at MCM’s cafe corner. DASH created a website which details the story of the campaign, the key details and allowed visitors to register for the latte art workshop. DASH ensured the website was mobile-responsible for a pleasant and effective user experience.
