Walmart Anthem
Branding & Identity, Multicultural Insights
Industrious Immigrants

Asian-Americans are the fastest-growing ethnic segment in the U.S. Traveling over 6,000 miles to provide a better life for their family, these industrious immigrants understand the challenges of having to start over and value the sense of fulfillment that benefits both self and others.

Walmart recognizes this determination and seeks the opportunity for the brand to deepen its connection, specifically with the Chinese-American consumer, by amplifying its brand promise of “Save money. Live better.”

Additionally, Walmart perceives a similar opportunity in China, where quality fresh grocery products are deemed essential to attaining overall well-being for the family. IW’s daunting task, therefore, is to seek efficiencies in making one branding message to work for two different countries.

Build an Emotional Connection with Chinese and Chinese-American

We had a blank brief. IW group had to interpret “Live better” for the Chinese-American consumer and bring it to life in a way that would be relevant and emotionally resonate with this audience.

We also had to convey relevancy across continents. The campaign had to also extend itself to consumers in China and demonstrate Walmart’s commitment to a better life for all.  To do this, IW group had to research the issues/barriers facing consumers in China and ensure the brand spot addresses those as well.

At the very core of the Chinese-American consumer whether (in the U.S. or their home country) is their selfless sense of purpose to fulfill a personal, filial and culturally-driven duty to be a “provider.”  That sense of purpose is all-inclusive: one that moves upwards (our elderly), downwards (our children) or sideways (anybody that is connected to the family).

The Promise

The powerful insight led to the creation of Walmart’s Chinese American Anthemic TV spot, “The Promise.”. The spot voices an authentic narrative that revolves around humanity, specifically, around the journey of a Chinese American immigrant and his drive to pursue happiness for his family in their new adoptive country.

Chinese TV was the primary medium with buys placed strategically for maximum reach and visibility in select DMAs – Los Angeles, New York/New Jersey, San Francisco, Houston, Sacramento, San Diego, Chicago and Washington D.C.  The spot aired from mid-November 2014 to mid-January 2015.  The spot was also featured on Walmart’s YouTube channel.

Additionally, Walmart’s “The Promise” spot for China focuses on food safety concerns, and, as a result, the brand spot speaks to Walmart’s commitment in providing quality and fresh products to help properly sustain the family’s collective aspirations for a better quality of life.

Across Two Markets

The powerful insight led to the creation of Walmart’s Chinese American Anthemic TV spot, “The Promise.”. The spot voices an authentic narrative that revolves around humanity, specifically, around the journey of a Chinese American immigrant and his drive to pursue happiness for his family in their new adoptive country.

Chinese TV was the primary medium with buys placed strategically for maximum reach and visibility in select DMAs – Los Angeles, New York/New Jersey, San Francisco, Houston, Sacramento, San Diego, Chicago and Washington D.C.  The spot aired from mid-November 2014 to mid-January 2015.  The spot was also featured on Walmart’s YouTube channel.

Additionally, Walmart’s “The Promise” spot for China focuses on food safety concerns, and, as a result, the brand spot speaks to Walmart’s commitment in providing quality and fresh products to help properly sustain the family’s collective aspirations for a better quality of life.

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