Localising a multinational financial brand in Hong Kong

  • Chinese copywriting
  • Campaign adaptation
  • Production of print, interactive and outdoor components
  • Quality control
  • weibo

Robeco is a prominent independent asset manager, founded in 1929 in Rotterdam, the Netherlands.

opportunity

Having identified Asia as a key market for accelerated growth and comprising a core part of its strategy, Robeco believes Asia will continue to be one of the world’s most dynamic regions.

As a relative newcomer to the Hong Kong investment scene, Robeco sought to leverage its heritage and European origins to differentiate itself from rival brands.

challenge

To highlight its presence, Robeco decided to localise and adapt existing creative developed in Europe for Asia.

The campaign, which targeted retail investors, mutual fund distributors and private banks, required specialist Chinese copywriting and a sensitive translation to communicate its particular investment expertise, and lay a solid foundation for future branding initiatives.

1
define
discovery

Stepworks began by studying competitor campaigns and the general marketing landscape for asset managers and fund houses.

Robeco and Stepworks followed existing brand guidelines, to clarify the localised brand voice and overall campaign direction.

2
design
design

Before deciding to localise the European campaign, Stepworks and Robeco explored various adaptations. This step was important to reach an understanding of how best to present the offering.

Eventually it was decided that directly adapting the European approach would be the most advantageous approach.

Stepworks played a crucial role in managing the production across various channels throughout the campaign, including digital rich media ads, print and outdoor.

3
production and quality control
production and
quality control

Stepworks took a central role in the campaign rollout, liaising between production and media partners and the Robeco marketing team.

Deliverables ranged from print advertising and a tram shelter installation to rich media ads delivered via a new app platform. Stepworks’ considerable experience in app development proved helpful during development of the rich media components.

results

Robeco launched its localisation campaign in Hong Kong on time and within budget. Stepworks’ experience with financial sector branding issues proved a valuable asset in the project.