Genuine insight is what makes the difference between an effective campaign and wallpaper. When we looked at the campaign for Dragon City we were kind of stumped originally as we weren’t allowed to use any visual cues you instantly associated with a name featuring mythical beasts. As the project was owned and backed by Islamic institutes we had to steer clear of all associations with mythical, fire-breathing beasts! So what do you do? You go looking for insights.

Our insight was this – if Chinese firms are landing in Bahrain and about to take the market by storm then customers are going to be doing a lot of interaction with Chinese shop owners. Everyone likes speaking in their native tongue and our proposition was simple – if the Chinese are coming, we’d best learn a bit of Mandarin! “Hen how! Shay-Shay”. As they say.

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