WeChat Case Study: Montblanc Taps Into Chinese Astrology With ‘Moon Phase’ Campaign

    The watch and writing instruments brand recognizes the importance of moon cycles in Chinese culture with a new campaign to promote its watches with moon phase complication features.
    Jing Daily
    Jing DailyAuthor
      Published   in Fashion

    Anyone familiar with Chinese holidays knows the importance of moon phases in Chinese culture, and Swiss watchmaker Montblanc is tapping into this interest with a new campaign on WeChat.

    Beginning on November 10, Montblanc’s WeChat followers have had the opportunity to participate in a campaign that promotes its Meisterstück Heritage Perpetual Calendar and Bohème Perpetual Calendar Jewelry watches, which each come with a moon phase complication that tracks the wax and wane of the moon on the watch dial.

    In order to participate, users type their gender and birthdate into the app to receive a description of their birth moon phase and a description of its impact on their personality, work, hobbies, love, and marriage. The brand worked with famous Chinese astrology author Wang Xiaoya to generate the results.

    “It was key for us to come with relevant talking points around the moon phases,” said Digital Luxury Group General Manager Pablo Mauron about the campaign. “Many luxury watches have been promoting this watch feature, but leveraging on the interest of the Chinese audience for astrology to do so is a first.”

    To promote the campaign, Montblanc has also designed a dynamic QR code with a moving image of a transitioning moon, providing a creative solution to luxury brands’ common dilemma of how to handle the QR code's typical black-and-white pattern that can be aesthetically unappealing.

    “In recent years, Montblanc [has been] constantly innovating in the digital realm and will continue in this way,” said Montblanc APAC President Julien Renard. “This moon phase campaign caught the interest of [the] Chinese audience, [and] through the interesting and interactive topic allows us [to] get closer to [a] young audience. It’s a new way for the brand to communicate with its audience.”

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