SHANGHAI, November 20, 2023 - Transform Awards Asia 2023 came to a successful conclusion in Shanghai. Labbrand Group’s brand experience consultancy MADJOR, in collaboration with Petit Bateau, Deepal Auto, and Harley-Davidson, secured 3 awards, including one Gold award for Best Localization Of An International Brand.
Transform Awards is a celebration of the indispensable talent in business, product and brand development. This year marks the 10th edition of the award in Asia and the 9th consecutive year that Labbrand Group has won multiple awards in the award.
Best Localization Of An International Brand - Gold
Petit Bateau is a French fashion house of quality clothing and underwear for children that dates to 1893. As Petit Bateau steps up its expansion in China, MADJOR was entrusted with developing a localized brand strategy for Petit Bateau in China, which involved adapting the brand platform and messaging for the local market, alongside a comprehensive communication plan on various touchpoints. The messaging underwent consumer testing and ensured a strong emotional resonance with Chinese consumers. To amplify the brand's reach, influence, and recognition in the Chinese market, we collaborated with KOLs to spearhead diverse offline campaigns, effectively expanding the dissemination of the revamped brand messages
The result is a brand that is still distinctively Petit Bateau, but with an approachable, Chinese flair. One judge said, "Perfect strategy and execution. Well-deserved recognition. Bravo!!." Another praised the "rigorous process to arrive at a localized brand strategy that decodes the Chinese consumer psyche."
Best Brand Experience - Highly Recommended
In April 2022, Changan Automobile unveiled its NEV brand "Deepal Auto". Labbrand Group supported Deepal Auto, a new racer on the track, in building a comprehensive and three-dimensional brand experience blueprint, driving progress and enabling transformations with our unique brand experience model to help enhance consumer participation, stickiness and growth. Derived from the 5 basic human senses, Labbrand Group crafted a 5-sense experience strategy featuring multiple sensorial identity systems and 4 signature touchpoints, covering both online and offline channels for Deepal Auto. Labbrand Group created a new type of automobile experience for NEV, focusing on an enhanced touch, sound, and user experience, delivering a diverse brand experience tailored to the target audience of Deepal Auto.
Congratulations also to Sixième Son, Labbrand Group’s partner in the Deepal Auto brand experience uplift project, for winning the Silver Award for Best Use of Audio Branding.
Best Expression Of A Brand On Social Media Channels - Highly Recommended
Harley-Davidson is an iconic American motorcycle company that has captured the hearts of motorcycle enthusiasts worldwide. MADJOR was selected as the brand’s lead digital communication agency in China, tasked to build a strong brand-led social communication strategy and lead the ongoing management of HD’s WeChat and Weibo accounts. By revamping creative content and rejuvenating Harley’s visual language, we create a digital brand experience that intuitively delivers HD’s brand essence.
MADJOR is a Shanghai-based BRAND EXPERIENCE agency under LABBRAND GROUP. We integrate our capabilities in Experience Strategy & Management, Brand Communication, Digital Spatial & UX Design, and Innovation to deliver a unique and consistent Brand Experience.