When creating a brand experience on the Chinese market, WeChat is a must, and not only for communication with the client. Leveraging the enormous popularity of WeChat in China, Weltmeister wanted to create their own distinctive sticker series. The agency Strickpunkt developed the character “Ma Xiao Wei” (Little Weltmeister). This lovable hero is depicted in a series of animated stickers that were released for the Beijing Motor Show 2018, and were quickly adopted by Weltmeisters’ target audience of post-90s consumers.