Lunar New Year 2020
Lunar New Year 2020
WPP campaigns celebrate the Year of the Rat
While many know Lunar New Year as a festival celebrated by Chinese communities around the world, countries across Asia, such as Korea, Malaysia, Indonesia and Vietnam, also observe this special holiday. The celebrations and rituals vary according to country, but 25 January 2020 marks the start of festivities.
According to China’s Ministry of Commerce, in 2019 Chinese consumers spent $149 billion across the week-long Chinese New Year holiday, so it’s little surprise that it’s seen as a major cultural event for brands.
As we enter the Year of the Rat on 25 January, people joining in the celebrations are being treated to a series of new WPP campaigns from our clients.
KFC
KFC’s The Power of Beginnings by Ogilvy Shanghai takes us back to 2013 – a year that saw ace spiker Lang Ping become the head coach of the Chinese women's volleyball team.
In just a few years, she propelled Team China back into the world’s elite ranks, winning the FIVB Volleyball World Cup gold in September 2019.
Using the spirit of the Chinese women's volleyball team led by Lang, the campaign aims to inspire people to take on new challenges in the upcoming year and enhance KFC’s emotional connection with consumers during the Spring Festival.
Caltex
Caltex, with the help of VMLY&R, created a giant pineapple in Singapore to celebrate the opening of a new petrol station in Jurong West ahead of Chinese New Year.
The two-and-a-half metre high giant inflatable fruit is a nod to the local tradition of blessing a new home by rolling a pineapple into the house.
Pineapple rolling is a local tradition stemming from the Hokkien term for ‘pineapple’ sounding similar to the Hokkien term for ‘welcoming prosperity.’ The campaign involved rolling a giant inflatable pineapple through the streets of Singapore before arriving at the new petrol station.
The somewhat unusual sight resulted in a flurry of social media postings from members of the public and even local celebrities. So far, it has received more than 170K views and 32.5K likes on social media.
Carlsberg
Grey Hong Kong took an equally vibrant approach for Carlsberg by focusing on the energy and diversity of Chinese New Year.
Shot in Shanghai, Going Up sees a couple propelled from an over-zealous elevator into a series of wild and unpredictable scenarios that encapsulate the lively festive period.
It’s energetic, exciting and entirely in keeping with the ethos of Chinese New Year.
The Coca-Cola Company
The Coca-Cola Company has partnered with Geometry Singapore to wish everyone a prosperous Chinese New Year with 茶到福到 (when the tea arrives, so does prosperity) – limited edition festive packs for their Heaven and Earth and Authentic Tea House products.
