In Marco Polo’s footsteps… into deepest (Tier 3, 4, 5) China

Our client wanted to penetrate deeper into China with expansion into lower Tier markets.


We embarked with them on a fascinating tour that revealed the category with all it’s exotic local variety.  With inquisitive exploration, observation and sometimes just sheer bravado, we uncovered revelatory insights and opportunities for brands.  We recorded the lives of the people we met, their brand usage, beliefs and traditional alternatives.  The output was a rich and powerfully impactful account of the journey with brand implications supported by film edits, photo journalism and creative consumer generated content.


Fenbid tier 3,4,5 China



What we did

Deep exploration