An Instagramable Lunar New Year Experience.
Winner: Shop! Global Awards
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Finalist: AGDA Awards
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Finalist: SCCA Awards
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Winner: Shop! Global Awards ⋆ Finalist: AGDA Awards ⋆ Finalist: SCCA Awards ⋆
Challenge
QVB needed a Lunar New Year campaign that would garner attention on social media while driving footfall from both local market and incoming tourists. It was important to respect the cultural moment - but to differentiate, by avoiding typical clichés (paper lanterns, etc).
For this ‘Year of the Pig’ campaign, we took a traditional symbol of LNY - a ‘peach tree’ - and gave it an unusual twist. The blossom on the custom-built tree were replaced with 3,000 miniature piglets. This added instant cute-appeal and a ‘double-take’ moment for audiences - both in centre and online
The Pig Tree was supported with an in centre actvation whereby shoppers could make a wish for the coming year in traditional red envelopes. Wishes were displayed as hanging garlands, suspended in the atrium.
Solution
Results
On top of delivering againts the core KPIs of foot traffic and visual appeal, this quirky approach saw the campaign greatly exceed expectation locally and overseas by going viral on Chinese Social media site Weibo.
Results included 90m unique hashtag views on Weibo, +42% uplift in engagement on Instagram and attracted thousands to the centre (+100% YoY) with 7,500 participants registered for the in centre activation.
The campaign was also recognised for its effectiveness by industry organisations AGDA, SCCA and Shop!.
