Pick of Christmas Ad 2018

Pick of Christmas Ad 2018

Christmas is always a good time for marketers to launch campaigns, create online buzz and drive traffic. There are so many insightful ideas in Christmas 2018. Take a look at Comms8’s favourite ad of this festive season!


We are honoured to announce that Comms8 worked closely with Warner Brothers to promote its comedy Crazy Rich Asians. Comms8 used its rich media and marketing resources to help Warner Brothers by mainly doing digital marketing on mainstream video platforms such as Iqiyi and Youku. Through accurate positioning, the Asian community residing in UK was our main target audience.

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After the movie was released, it became the highest box office comedy in North America within 9 years. Additionally, the main female actor's picture was featured on the cover of the American version Times magazine, coupled with the following sentence: “Crazy Rich Asians is going to change Hollywood. ”

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The film Crazy Rich Asians is adapted from the novel of the same name written by a Singapore-born Chinese writer Kevin Kwan. It tells the story of Singapore’s richest family heir, Nick Yang and how he brought his Chinese-American girlfriend Rachel Chow back to Singapore to attend his friend’s wedding. The core of the story is not complicated. Simply put, the "the bossy president falls in love with me" and "Cinderella meets her mother-in-law".

Crazy Rich Asians is a rare all-Asian cast film in Hollywood, packed with Chinese cultural symbols which created quite the stir before it was released. The novel part of the film is not only the all-Asian cast, but also the portrayal of the extravagant lifestyle found in the Singaporean upper-class. It also gives a vivid presentation of Singapore's cultural customs, scenery and delicacies.


However, what the film conveys is a story of universal value and the discussion of family, as well as marriage and self-pursuit which are topics that resonate throughout the world. This journey to a foreign country also shows the confrontation between the old and the new, between Chinese and Western ideas, which makes it stand out the narrow pattern ofromantic comedy and inject deeper connotations into it.

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Our company, Comms8, also focuses on the importance of culture in brand marketing. We link the Chinese and European markets with professional knowledge, provide marketing, advertising and public relations services to our customers and try our best to fuel the brand to reach infinite potential beyond borders. For additional information, please visit our website: http://comms8.com/

Montblanc joins Comms8's latest client portfolio

Montblanc joins Comms8's latest client portfolio

Comms8 is proud to announce Montblanc to be its new client! Montblanc is an established German manufacturer of refined writing instruments, stationery, watches, jewelries and leather goods. Comms8 is excited to provide marketing service to further strengthen the leading position of Montblanc.

3 Reasons Why UK-China Trade Still Remains Robust After Brexit

3 Reasons Why UK-China Trade Still Remains Robust After Brexit

UK-China trade still remains robust? Why? Carol Chan, Managing Director of the professional marketing agency Comms8, is happy to share with you her view point in this article. Her interview with China Economic Review is featured in the news article online as well!

3 Tips For You to Become a More Influential KOL

Comms8 3 tips to boost your influence KOL

Are you a Key Opinion Leader (KOL)? Do you long for further development in your KOL career? You have come to the right place.

Being a KOL is never easy, particularly in certain competitive landscapes.  Building a profile on social media and attracting a small group of fans are quick and simple, but keeping a continuous growth of your KOL career needs way more than that.  Not only ongoing maintenance is needed for your account, but capturing the suitable business trends is also essential.

For instance, China is one of the most attractive markets for KOL.  The latest data reflects the net worth of the China KOL marketing industry is at £3 billion.  In 2017, there are over 470,000,000 Chinese are fans of KOLs.  Some KOLs can even earn over £30 million a year.

The leading KOL in China's live streaming platform Douyu, Feng Timo.

The leading KOL in China's live streaming platform Douyu, Feng Timo.

China's dynamic social media development had created an extremely active online community.  Crucial communication platforms like WeChat, Weibo, and Tik Tok (Douyin) greatly facilitate KOL to unleash their distinct characteristics. KOL can produce content and attract followers more conveniently.  Fans can interact with them, buy their products, and support their commercial collaboration with brands.  This is why KOL in China can transform their impact on the Internet into actual earnings quicker than any other country.

As a KOL, it is a must to grasps every trending business opportunity and knows where the valuable markets are.  That is why many KOLs aim to enter foreign countries, like China, other than staying local.

It is also important to link with the marketing agencies to explore for international collaboration.  For example, Comms8 is a professional marketing firm that connects Europe and China.  We help companies to enter overseas markets through campaigns, in-store promotion, and various events.  KOL plays an important role in all these strategies.  If you are ambitious in raising your profile and collaborating with more global brands, don't hesitate to work with us!

Click to know more about Comms8.

3 Tips on How to be a Better KOL

1. Maintain a High-quality Content Output

Every influencer specialises in particular fields, such as cosmetics, travel, and baby products.  However, some rising KOLs quickly fade out after a year or so.  Why?  Because they start to be like everyone else!

It is challenging to stands out in a large ecosystem of KOL.  To avoid losing your direction in the mainstream, try to stick to the genuine unique feature of your own.  The key point is: to preserve what makes you special and find your unique positioning in the market.

For instance, Papi Jiang is the top KOL in China.  She is extremely different from the usual Chinese KOL, who mostly share cosmetics and fashion to fans.  Papi Jiang created a video that discussed problems in romantic relationships. The content was rich and funny.  Along with her exaggerated performance, the video made Papi Jiang gone viral in the Chinese online community.  Luckily, she was not blinded by the instant fame.  She was well aware that fans liked her humorous facial expression and down-to-earth content.  Therefore, even after such a hit (She was estimated to have a value of over RMB$ 100 million), Papi Jiang stays the same and continue to develop her unique personal image through producing high-quality videos.

She did not hold herself back in those funny videos!

She did not hold herself back in those funny videos!

From Papi Jiang's case, it is obvious how KOL should always be consistent in both the position and content.  KOL industry is fast-changing.  An overnight sensation, even like Papi Jiang, is not going to last.  You need to produce high-quality content constantly at a regular pace. 

People value and consume content.  It is a must to obtain more relevant information and convert them into something that surprises your fans.  Keep up-to-date with the latest trends but voice out your individual opinion. 

Many KOL put the cart before the horse.  They excessively package themselves and focus merely on publicity stunts.  This only threatens your personal brand image and kill the possibility of growing instead. 

2. Join More Collaboration

There are many powerful networks between KOL and among agencies.  Utilize them wisely as a strategic move.  Despite those established ones who can wait for brands to approach, the majority of KOL need to find and grasps golden chances actively. 

Opportunity favors the prepared mind.  You need to accumulate a strong base to transform yourselves from an emerging KOL to a dominant one.  Never underestimate the effect of joining events for so-called "small" brands.  Your effort will only bring benefits to your reputation and secure your future growth as a KOL. 

Collaborate with others will create more opportunities.

Collaborate with others will create more opportunities.

Marketing & advertising agencies can provide many opportunities.  For instance, Comms8 has been holding various compelling campaigns and events for our international clients.  We are currently craving for talented KOL in the UK to join our network.  Join us so we can contact you when there are suitable brands!

3. Love What You Do

Last but not least, love what you do.  Only this will make you more influential to your fans.  People can tell when you are treating it as a job and producing soulless content.  They only go for the one who is passionate.

Do not force yourself to be a KOL in the field you don't like.  There is no point in doing so!  Find the one you truly enjoy.  It will make content producing, interaction with followers, and collaborate with brands much easier.  Comms8 believe that there is always a witness there to appreciate the results you delivered whole-heartedly.

Comms8 is now recruiting!

We love what we do!  Comms8 is a professional marketing & advertising company striving for the best.  Check out our other blogs, articles, and case studies to know more about our work!

Most importantly, if you are a merging KOL longing to take it to the next level, don't hesitate to click HERE to join our KOL network for rich opportunities from leading names! 

How Brands Engaged Chinese Lovebirds on ‘520’ Day

Brands which know little about ‘520’ day could be missing a great opportunity to engage with the Chinese lovebirds

Many global brands may know that nowadays, Chinese consumers celebrate both the Western Valentine’s day on 14th February and the Chinese Valentine’s day on the seventh day of the seventh month on the lunar calendar, but only a few know about ‘520’ day- And those who don’t know about it could be missing a great opportunity to engage with the Chinese lovebirds.

May 20th is nowadays regarded unofficially as China’s second Valentine’s Day and is especially popular among the young generation. The number ‘520’ is used to express “I love you,” as the pronunciation of the two phrases is similar in Chinese.

Over the past week, many brands have taken advantage of this opportunity and launched Chinese consumer-centric campaigns on social media. The following is a roundup of three most engaging marketing campaigns that caught our attention.

1.     Durex: Confession Studio


In collaboration with T-mall, China’s biggest online retailer, Durex launched an HTML5 (H5) campaign on WeChat the day before May 20th. Aptly named the ‘Confession Studio’, the H5 campaign designed ten questions to gauge the users’ ability to profess his/her love.

For example, one of the questions is ‘The girl whom you have a crush on is going to study abroad, what will you say to her at the airport?’ Ten questions were designed for ten different everyday settings including the airport, office, subway and so on.

The user can choose from three answers per question. After they complete the ten questions, they are graded on their ability to express love. The more points you get, the better you are at expressing your love.

But what if you got a bad grade in the test? No worries, Durex has prepared a video at the end of the test which offers some tips for you to improve!


In the video, a couple is sitting in front of each other. Each time they say a phrase to express their love, they can grab a Durex condom from the answer box. Five phrases have been designed in this video to encourage people to express their love which include ‘I miss you’, ‘I want you’, ‘I love you’…

Comment: To show that you like someone has always been hard for Chinese as they tend to be more conservative and therefore, they will relate more to topics like this.

Durex used this insight and successfully combined it with an engaging H5 campaign. In addition, the questions designed in the test are common dilemmas that people will come across in their daily life, which has greatly appealed to the young generation. What’s more is that the test has used some pretty hilarious answers which are already prevalent among younger consumers. All of these have helped this H5 campaign go viral on WeChat.

2.   Tao Piaopiao: 520 Guide

Compared with Durex, the H5 campaign ‘520 Guide’ launched by Alibaba’s online ticketing service Taopiaopiao is much more direct and simple. As its name suggests, the H5 aims at offering people some tips on how to express love in the right way.

The ‘520 Guide’ consists of five parts: ‘Please Don’t’, ‘Object Select’, ‘Guide’, ‘D-Day’ and ‘What’s Next’. Using some simple drawings, this H5 campaign teaches people what to do in a humorous way.

For example, in the ‘Object Select’ section, it tells you that you can still choose a girl who already has a boyfriend as your objective. However, if her boyfriend is stronger than you, you’d better give up (fair advice).

In the ‘Guide’ section, the Tao Piaopiao logo appears and suggests that inviting your loved one to watch a movie is a good way to express your love. In addition, a link to the official Tao Piaopiao app is placed at the end of the H5 campaign. By logging in the Tao Piaopiao app, people can record and upload a video for their loved one, which may be played in the theater before a movie starts!

Comment:   For young customers, a guide book may be not as interesting as a test. However, the ‘520 Guide’ still successfully attracted many people because of its vivid drawings, humorous tones and well-designed sound. In addition, the advertisement of Tao piaopiao is placed in the H5 campaign quite naturally, which successfully catch people’s attention rather than push them away.

3.  Starbucks: 520 Show Your Love

Collaborating with TenCent’s new-launched short video sharing app Weishi, Starbucks launched a mini programme on WeChat called ‘520 Show Your Love’. People are encouraged to download the video sharing APP through a link on the mini programme and upload their own videos. The first 100 people who uploaded their videos and got 52 likes received a Starbuck gift card.  

Various filters which contain the Starbucks logo have been designed for this campaign to encourage young people to create their own videos.  This campaign went viral immediately among young consumers. So far, over 17k people have uploaded their videos earning over 3200k views in total.

Comment: With both brands targeting younger consumers, the partnership between Starbucks and Weishi is undoubtedly a wise choice. As short video sharing apps are gaining increasing popularity in China, video has become a common way for young generations to express their attitude and personality. In addition, the lively filters have enabled people to create attractive UGC, which also helped this campaign spread further.

What brands can learn from GAP ‘s crisis in China

Boycott of GAP started to trend on Chinese social media network Weibo after the company was found selling a T-shirt with an incorrect map of China.

On May 14th, a post on Chinese social media network Weibo by @Tangfener with pictures of a GAP T-shirt caused huge discussion as a Chinese map on the T-shirt was found “incorrect” with some Chinese-claimed territories, including south Tibet and the island of Taiwan being omitted. The user said the photo was taken at an outlet store in Canada and satirized the brand, saying that GAP would have big trouble if the T-shirt was released in Chinese market.

The crisis seemed to be get further out of control despite the T-shirt not being released in China.  The post with the GAP T-shirt spread quickly on Weibo and thousands of Chinese netizens posted their outrage.

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@Qiushanzhu “For all foreign brands who want to explore the Chinese market: Don’t be offensive to Chinese especially when it comes to political issues. Respect the sovereignty and territorial integrity of China or get out of the Chinese market.”

GAP reacted to this crisis quickly on the same day with a statement posted on its Weibo account.


“Gap Inc. respects the sovereignty and territorial integrity of China. We’ve learned that a Gap brand T-shirt sold in some overseas markets failed to reflect the correct map of China. We sincerely apologise for this unintentional error,

In addition, it added that the products had been pulled from the Chinese market and it would implement “rigorous reviews” to prevent it happening again.

However, Chinese consumers said they didn’t accept this apology as GAP didn’t solve the problem at all.


@AiAiAiVicky “’We are sorry’, and that’s all.”

@Sunbin1990 “The T-shirts were sold oversees except China and now you tell me that you are going to withdraw the products from China???”

@Xiaomeizi_LU “How about the T-shirts being sold oversees?”


Besides Chinese consumers complaints, People’s Daily, an official media outlet of China, released a statement on Twitter, indicating that the map on the T-shirt is incomplete and GAP needs to respect China’s sovereignty and territorial integrity.


This issue has even caught the attention of the Chinese government.  In a press conference with The Chinese Foreign Ministry, a journalist asked for the government’s comment on the GAP scandal. The government said they had noticed this issue and they would respond to it according to the attitude and actions of the brand.

The boycott of GAP is still trending on Weibo. With pressures coming from both Chinese consumers and the Chinese government, GAP is struggling to survive in the Chinese market. So, what can other brands learn from this lesson?

First of all, brands need to be extremely cautious about political issues. Try to avoid any topics related to controversial political problems such as sovereignty and territorial integrity, government policies or the political system. Patriotism is at the core of Chinese national spirit and they will not accept a brand that they think has no respect for their country.

Secondly, if you have already made a mistake and upset your Chinese customers, apologise quickly and take measures to rectify the situation staright away. “Admitting mistakes and correcting them immediately” is highly appreciated in traditional Chinese culture.


Sources: The guardian, The Chinese Foreign Ministry

Two Emerging Chinese Short-Video Sharing Apps

How can brands make use of these Short-Video Sharing Apps to reach their target audience


Since their inception, social media platforms have always been essential tools for brands to reach their target audience, especially in China, where over one billion people use the internet every day.

However, besides WeChat (China’s WhatsApp), Weibo (China’s Facebook), and Youku (China’s YouTube), what other social media platforms should you utilise in order to communicate with your audience?

This article will introduce you to two emerging short-video sharing apps in China, which enjoy increasing popularity among Chinese consumers, especially younger consumers.

Kuaishou Video


Kuaishou (快手, meaning ‘quick snap’), launched in 2011 in Beijing and backed by Tencent and Baidu, it is one of the fastest growing short-video sharing apps in China. With over 400 million users, Kuaishou is also the highest ranked app in the short-video sharing industry, which means that one in three internet users in China are using this app.

Standing out from other short-video sharing apps, Kuaishou does not use celebrities or KOL’s to attract traffic but aims to build a place where everyone’s voice has a chance to be heard. Kuaishou not only offers users an opportunity to have a glimpse of other people’s lives, but it also serves as a platform for them to build relationships with each other.


For example, a video uploaded by a construction worker, which shows his working routine, received over two million views on Kuaishou. He has been sharing videos recording his process of losing weight and showing his special talents, for example, raising a 6-meter steel tube with one hand, and has gained many followers.

Users of Kuaishou generally have higher engagement and closer relationship compared to other short-video sharing platforms. In the above two videos published by the worker, each of them has received over 6,000 comments. “Fight, smile and keep going!” “Applause for our construction worker!” These are just some examples of the kinds of conversations on Kuaishou. 

Video users regard Kuaishou as an interesting and down to earth brand. Compared to other short-video sharing apps like Douyin, most of the users on Kuaishou are young females who live in small cities. According to a report by Penguin Intelligence, 66.6 percent of users on the app are under 24 years old, and over 61 percent of users live in third- and fourth-tier cities.

Douyin video


Lauched in September 2016 by Toutiao, one of China’s biggest tech start-ups, Douyin (抖音, meaning dynamic music) reached 100 million users in just six months.

Differing from Kuaishou, most of the videos on Douyin are creative social content and most people view Douyin as a fashionable and young brand where they can show off their personalities.


For example, Douyin lets users choose a song, record themselves miming and dancing to the tune. Moreover, Douyin offers various filters and speed options like time lapse and slow motion, which help users create more engaging and exciting content.

Compared to Kuaishou, users of Douyin are generally younger and have higher education levels. In addition, most of them are from bigger cities. Over 90 percent of the app’s users are under the age of 30, 66 percent are female, and over 45 percent live in first- and second-tier cities, the Penguin Intelligence report shows.

How can brands make full use of short-video sharing apps

For brands that target China’s Gen Z Consumers, these two emerging short-video sharing apps have increasing influence. Currently there are two popular ways for brands to promote themselves using short-video sharing apps.

The first choice is to work directly with these apps to launch branded campaigns. These campaigns could include a banner on the homepage, a promoted challenge hashtag, or a custom filter.


For example, Pizza Hut and Suning worked with Douyin to launch some interesting video filters. Despite the fact that these filters contain small brand logos, people are still happy to use them, which helps increase brand exposure to a large extent.  

Another way for brands to use short-video sharing apps is to work with KOLs. While KOLs do not necessarily mean celebrities, normal people seem to have more influence than celebrities in short-video sharing apps.

According to the Penguin Intelligence report, 57 percent of users will follow normal people who produce interesting and funny videos, 53 percent of users will follow people with a special talent, while only 20 percent of users said they would follow celebrities.


A good example of working with KOLs is Adidas neo’s cooperation with two Chinese celebrities on Douyin. By producing engaging videos with celebrities, Adidas neo gained 150 million views and 1.2 million followers in one month after they became active.

While video-sharing platforms might not be the perfect fit for all brands, they offer great opportunities for those who are looking to experiment. Moreover, based on the fact that there are several platforms with different audience segments and various ways to work with them, it is important for brands to figure out which platform and methods best suit them. 


Source: Penguin Intelligence

Travelling, Dining out, Entertainment… Here's What the Chinese Spent $146 Billion on Over New Year

A Close Look at How Chinese Consumers Spend Their Money on Chinese New Year  


Chinese New Year, also known as the Spring Festival in China, is an important Chinese festival celebrated at the turn of the traditional lunisolar Chinese calendar. Chinese New Year holiday is a time when Chinese citizens reunite with their family and usually a time when they spend. 

This year, Chinese nationals have spent most of their money on travelling, dining out and entertainment. Sales in catering and retail industry jumped 10.2 percent to about 926 billion yuan ($146 billion) during the Chinese New Year holiday from Feb. 15 to 21, compared with last year’s Spring Festival week, according to the Ministry of Commerce.

The consumption trends of traditional Chinese New Year have been seen to improve this year. Besides festival gifts, jewelry, accessories and clothing, organic vegetables, fresh fruit and healthcare products were amongst this years popular shopping items.


In addition, smart home devices such as floor-sweeping robots and dishwashers were particularly popular this year.

Now let’s have a close look at these three sectors: travelling, dinning out and entertainment, which have gained increasing popularity among the Chinese during the Spring Festival.



Chinese consumers tend to travel more than they used to do during the Spring Festival. According to the China National Tourism Administration, there were 386 million visitors during the Spring Festival holiday, which has increased by 12.1%. Similarly, spending on traveling has increased 12.6%, reaching 475 billion this year.

In addition, travelling abroad is also becoming an increasingly popular choice: Chinese tourists are reported to have been to 68 countries and 730 cities during Spring Festival holidays, with South-eastern countries being the most popular destination.

Interestingly, the South Pole is reported to be the most expensive travelling destination for Chinese, with each Chinese traveller spending on average over 1.6 million yuan.

Dining out


According to the data, the trade volume of catering has increased over 40% during the Spring Festival week, with medium and high-end catering services growing rapidly.

Family reunion dinners before the Chinese New Year have become extremely popular: the booking rate of some popular restaurants has reached 95% and above.

Two new trends that are worth noting are that firstly, takeaway is a popular choice for reunion dinners. Some restaurants in Jiangsu, Zhejiang and Guangdong offered food delivery for reunion dinners and received extremely positive feedback.

In addition, some restaurants even send their chefs to customers’ houses and offer a private menu for them. Only limited restaurants offered this “door-to-door” service but they all gained huge popularity.



Entertainment plays a more and more significant role in the Spring Festival holiday. According to the data, the consumption of entertainment during the Spring Festival has increased 47%, with movie consumption surging by 57%.

In addition, according to data offered by MaoYan Movie, the biggest online movie ticket platform in China, consumers have spent over 5.7 million on movie tickets in China, which has amazingly increased by 71% compared with last year. The first and second days of the Chinese New Year were identified as the peak period, with almost all movie tickets selling out.

Wen Bin, a researcher at China Minsheng Banking Corp in Beijing explained that better infrastructure in recent years such as bullet trains have offered young people better access to entertainment.

Generally speaking, the spending data indicates China’s long-term shift toward a consumption-led economy, and away from old-style investment and export-driven growth. Furthermore, China’s strong spending power will continually contribute not only to domestic but also global demand.


Source: Bloomberg News界面, WEMONEY新华网搜狐网

How Chinese Brands Won Over Our Hearts this April Fool's Day

Chinese brands start to embrace the April Fool’s Day

For brands around the world, April Fool’s Day is the perfect chance to communicate with their audience and improve brand awareness. Nowadays, Chinese brands are more global-centric and have started relating with the international audience by tapping in the global festivals and topics.  We have picked two of the best Chinese campaigns embracing the sense of humour on this April Fool’s Day. 

Hong Kong Airlines: A ‘taste of Hong Kong’ on Flight

On 1st April, Hong Kong Airlines announced on Facebook that they were going to serve a ‘taste of Hong Kong’ with dim sum, smoky roasted duck and sizzling hot barbecue pork on its long-haul flights.


What’s more, they announced that customers could receive traditional Hong Kong candies and even toys on all long-haul flights departing to and from Hong Kong.


This rather innovative concept was quickly revealed as an April Fool’s trick with the hashtag #AprilFools Hong Kong Airlines used on Facebook.  The Hong Kong Airline’s Facebook page received a slew of comments praising the campaign, with some people even commenting “It's time to fly with this airline.” Nice one, Hong Kong Airlines.

TenCent: New Goose-raising Technology

Tencent, China’s Facebook, posted an article on the 1st of April saying that they are going to raise geese, and their flagship ‘AI goose farm’ is under construction in Guizhou, China.  


Tencent claimed that the farm would use ‘goose facial recognition’ and ‘goose to human language translation’, and they introduced a new technology that can help geese diagnose disease in an early stage.


However, at the end of their article, Tencent revealed that this was just a joke for April Fool’s Day.  Although it’s somewhat disappointing to some of their fans, Tencent explained that the new technologies mentioned in this article are real.


The building, for instance, which is under construction, does exist. Instead for raising goose, it is for Tencent to keep their data in a secured and stable environment, in return providing their customer a better user experience.


Using a humorous tone, Tencent successfully explained their new technologies in a fun and interesting way.  Though people are a little bit disappointed that they can’t have Tencent geese, they are definitely impressed by its advanced technologies.


We see there is a growing trend of Chinese brands starting to embrace the global mainstream trends in their marketing strategy with a hope to engage with the international audience in meaningful ways.    If you want to find out how we can help your brand to expand around the world, contact us today.


We see there is a growing trend of Chinese brands starting to embrace the global mainstream trends in their marketing strategy with a hope to engage with the international audience in a meaningful way.  

If you want to find out how we can help your brand to expand around the world, contact us today.

Top Five Takeaways from Advertising Week Europe 2018

Top Five Takeaways from Advertising Week Europe 2018

Click here to see what Comms8 found out at Advertising Week Europe