The right balance in multicultural marketing
Since our SunRice campaign launched during Lunar New Year, we've had lots of interest from clients and prospects. They're particularly interested about IDENTITY Communication's view on multicultural talent in creative. I always start with this story..."Box Hill is a...
SunRice brings cultures together in Chinese New Year campaign
The ad, which has been created for Chinese New Year, features a new migrant family hosting their neighbours for dinner. The long silence is broken with the SunRice is brought out.
SunRice recreates modern migration experience in cultural campaign
AdNews, 4 February 2019 SunRice is discarding the usual cultural clichés this Chinese New Year with a new campaign that aims to create a more authentic portrayal of an Asian-Australian family. The campaign depicts a new-migrant experience - hosting their Australian...
SunRice breaks stereotypes with Chinese New Year campaign via Identity Communications
SunRice is celebrating Chinese New Year with a campaign via Identity Communications, Sydney, featuring an Asian-Australian family.
IPG’s Identity Breaks Stereotypes With SunRice Chinese New Year Campaign
Just using red and gold colours or number 8’s in creative to target Chinese consumers doesn’t cut-through anymore.
Eat your way to a good fortune in the Year of the Pig
The team at IDENTITY Communications, Australia's largest multicultural marketing agency, has a few delicious suggestions for a lucky Year of the Pig in 2019. the most important festival across Asia, Lunar New Year is celebrated in China, Hong Kong, Singapore, Taiwan,...
Top 5 Tips for Marketers during Chinese New Year 2019
The Lunar New Year is celebrated by almost 1.5 million people in Australia. IDENTITY Communications, Australia's largest multicultural marketing agency has 5 tips for marketers looking to cash in. The Year of the Pig starts on Tuesday, 5 February 2019. Get ready for a...
Cracking a $32b Consumer Segment
Sean Zhu, Identity Communication's business analyst shines a spotlight on a potential audience that's worth $32b. If you’re a marketer, I can recommend a group in Australia that is over 626,000 in size and contributes $32 billion to the Australian economy. They’re...
Hong Kong’s neon signs might be fading but not my memory of them…
IDENTITY Communications might be the intelligent multicultural marketing agency, but our team also has heart. As Hong Kong's neon lights fade, Brenda Leung, IDENTITY's Insights Manager reflects on her childhood memories of the Pearl of the Orient. One of my most vivid...
English language proficiency as a criterion in audience selection
Audience size and English language proficiency are often the two most critical selection criteria for multicultural marketing campaigns. IDENTITY Communications, the intelligent multicultural marketing agency agrees, and disagrees. Here's why... The audience selection...