Chinese Film Meets Content Marketing
As someone who grew up watching wuxia films (Chinese-style martial arts), old Hong Kong gangster flicks and period dramas; there is always a certain sense of nostalgia whenever I come across these references, be it in packaging, designs or brand-related content.
Often, when modern brands inject Chinese film reference into their content, you can be sure that something creative (or lame) and interesting (or cringe-worthy) is conceived.
Let’s look at three brands who have successfully taken the Chinese film genre a positive and wacky spin in their content marketing mix.
STB’s Don’t be Blur be Sure
Perhaps, this is one that is low in production value, but we give it full marks in creativity and execution. Using clips from the classic Justice Bao TV series with ‘Singlish’ voice-overs, STB developed a series of videos to remind and educate travelers on the importance of buying travel insurance. You can check out their landing page to find out more.
Gov.sg’s Let’s beat Diabeties
Strategically seeded just before Chinese New Year, Gov.sg spared no expenses (in production value) when it came to driving their message “Cut down on the sugar” and eat in moderation during the Lunar New Year festivities.
In a typical Good VS. Evil story, the video personifies Evil as the Sugar Archvillain who encourages excessive sugar and oil in food intake and how the Heroine (Guardian of Health) defeats the villain by literally cutting the amount of sugar into half. Coupled with exciting fight scenes and a touch of humor, this video scores an ‘A’ in effective and viral content marketing.
Toast Box’s Zhao Cha (Looking for Tea)
Going with a modern adaptation of the 1920s-30s Shanghai mobster look and feel, this video shows a group of angry mobsters walking the streets trying to find Cha (Tea). The mobsters then end up at Toast Box enjoying tea. A direct but effective approach that gets the eyeballs.