Australian brands embrace diaspora marketing, ringing in the Year of the Rooster 2017

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12.jpgSince 2000, the number of first-generation immigrants around the world has been on the up, and Australia is no different. According to the most recent Census data, around 50 per cent of people in Australia were born overseas, or have at least one parent born overseas. One in three Australians were born overseas.

 

China and India’s opening up to the world in particular has led to the two economies being recognised as global powerhouses. Misperceptions about these audiences are gradually disappearing, as marketers begin to realise the untapped potential of the affluent, youthful, tech-savvy and upwardly mobile groups.

MultiConnexions, Australia’s largest independent multicultural marketing and advertising agency, believe that while these developments continue to make diaspora communities highly attractive market segments in Australia, the success of any marketing strategy really depends on the diaspora’s mind-set. Culture, psychology and human behaviour are just some of the many factors that play a role in the identity of these audiences. For many new audiences in Australia, the home culture – be it Indian, Chinese or any other cultural background – continues to play an integral role in self-identity.

Says Sheba Nandkeolyar, CEO, MultiConnexions: “A sense of self tends to remain, and cultural roots run deep. A strong understanding of these kinds of nuances, and a true respect and appreciation for different cultures in Australia is critical.”

 

Medibank - LNY - A0 Poster (1).jpgNandkeolyar cites MultiConnexions’ client and private health insurer, Medibank, as a particularly successful brand catering to Australia’s diversity and different health insurance needs of its customers for better health.

 

The current ‘Medibank Year of the Rooster 2017 Lunar New Year’ marketing campaign is in full swing and bringing the vitality of the rooster to life. In particular, the campaign artwork of the vibrant, bright and colourful rooster in a Chinese Folk Art style, combined with the Medibank logo has captured the Chinese and other Asian communities’ attention, along with the themes of a lucky, healthy and prosperous Year of the Rooster with Medibank.

 

Says Nandkeolyar: “We are very pleased with the positive reception to the strategic campaign and Medibank messages during Lunar New Year. Language and cultural insights are essential in good marketing, and it’s great to see brands delivering to Chinese and other Asian communities in such a positive manner.”

 

Medibank hopes that the strategic, culturally relevant and timely campaign will further engage and deepen the relationship Medibank has with Chinese and other Asian consumers.

 

An ongoing Medibank competition featured on major Chinese-language digital media and in selected Medibank stores offers a chance to win one of eight Fitbit Charge 2 wristbands and an $1,888 eftpos gift card. Medibank was present with fun-filled festival stands at major Lunar New Year festivals in Sydney and Melbourne, and there will be a stand at the upcoming Box Hill Chinese New Year Festival on 11 February, 2017 – a vibrant event in the thriving Chinese cultural hub in Melbourne where more than 80,000 attendees are predicted for 2017. Visitors can spin the wheel for an instant win of a surprise Chinese Lunar New Year gift.