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Christy, MacDougall, Mitchell chose an unconventional media strategy to promote client Dime Savings Bank to New York’s Chinese population.
When conducting focus groups with Dime employees in New York’s Chinatown branch, a bank staffer suggested bypassing cable TV spots in favor of Chinese soap operas, which are taped in Hong Kong and available in local video stores as a complete set or in installments.
CMM shipped the spot, which was translated into Mandarin Chinese, to the soap opera distributor who spliced them into the tapes.
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