It’s pretty interesting how this campaign to target Asian-Americans also reached out to non-Asians and showed the interest other cultures have with the Asian culture. It’s not so simple to connect with the Asian-American demographic on the web according to studies but things like this show the potential of tapping into it. See the breakdown behind the campaign as reported by the LA Times.
“InterTrend created a Web series for AT&T using a Japanese style of storytelling. The series could provide a template for advertising in the future.”