Great Chinese New Year marketing campaigns
Gong Xi Fa Cai!
It’s the turn of the lunar calendar, and for 2017 we’re seeing in the year of the rooster. Directly translating to the ‘Spring Festival’, the season promotes happiness, wealth and longevity which are viewed as the most important things in life. A staple of Chinese New Year is the prominent colours of red (prosperity) and gold (beauty) which you will be seeing a lot of in the lead up to the 28th January.
So how exactly have big players in the game been raising brand awareness over this period?
The NBA have created ‘This is Why We Play’, a global marketing campaign which depicts star players Stephen Curry and James Harden as origami figures playing a miniature version of basketball. The ad will run for the entire month of February online, on social and as a TV commercial.
Liverpool FC have taken a similar approach by pitting Manager Jürgen Klopp and four-time Olympic gold medallist Deng Yaping against star players Philippe Coutinho and Roberto Firmino. The comedic skit acts as a great way to gain cut-through to Liverpool FC’s 99.7 million followers in China.
Disregarding the light-hearted, humorous approach, Mars are pulling at the heartstrings of their customers. The aim of their video is to express Dove chocolate as a means to expressing affection to loved ones. Vice President of Marketing at Mars, China Thomas Delabriere, stated that “This Chinese New Year, Dove wants to be the most talked about campaign for a spot that really touches people’s hearts.”
Chinese New Year is an increasingly popular time for brands to talk to their audiences and there has been a huge influx in mentions of the Chinese culture, expect to see much more in the coming days!