Company Overview

Montblanc International GmbH is a German manufacturer of writing instruments, watches, jewellery, fragrances, and leather goods.


Montblanc, in an effort to boost brand awareness, created an in-app game on WeChat. The game promoted Montblanc’s interpretation of “Daban”, which directly translates to “big boss”. According to Montblanc, the perfect Daban behaves in line with the brand’s definition of elegance, sophistication, and leadership. The in-app game allowed WeChat users to upload photos of themselves as the “big boss”, to which their friends and other users can vote.


The campaign shows the eagerness of major brands to integrate WeChat into their marketing mix.