As Chinese New Year festivities wind down, businesses worldwide are evaluating their Year of the Dragon campaigns. In this blogpost, we explore the aftermath of Chinese New Year (CNY) advertising and offer insights to help brands strategize for the future. Join us as we navigate post-CNY marketing with innovative Out-of-Home (OOH) and Digital Out-of-Home (DOOH) tactics to sustain momentum throughout the year.
Chinese New Year, also known as Spring Festival, is one of the most widely celebrated events globally, symbolizing new beginnings, prosperity, and good fortune. For businesses, it presents a unique opportunity to connect with diverse audiences and align their brand with the positive sentiments associated with the festival.
Cultural Relevance: Understanding and incorporating cultural elements in your advertising can foster a deeper connection with consumers. Explore the rich symbolism of the Chinese New Year, incorporating traditional colors, symbols, and customs to resonate with your target audience.
Generosity and Gift-Giving: Embrace the spirit of generosity and gift-giving inherent in the Chinese New Year traditions. Craft promotions and campaigns that offer value to your customers, reinforcing a sense of goodwill and building brand loyalty.
Creative inspiration of Chinese New Year advertising campaigns, let's take a look at some creative and successful examples that effectively captured the essence of the festival.
Apple's "The Bucket" Campaign: Apple's heart-warming short film featuring a Chinese family reconnecting during the Chinese New Year struck a chord with audiences. The emotional storytelling and subtle product placement showcased the brand's understanding of the festival's familial significance. Source: Youtube – The Star Ads
Nike's Limited-Edition CNY Collection: Nike's strategy of releasing exclusive Chinese New Year-themed products created a buzz among consumers. By tapping into the cultural aesthetics and symbols, Nike successfully merged tradition with modernity, appealing to a broad spectrum of consumers. Source: Youtube – Nike
Coca-Cola's "CNY Real Magic": Coca-Cola's 2022 CNY commercial emphasized the joy of giving and sharing moments with family. Showcasing the tensions of a homecoming son with his father eased by sharing a Coke. Inspired by Chinese folklore and art, the ad highlights family bonds across generations. Source: Youtube – Coca-Cola
In the digital age, Out-of-Home and Digital Out-of-Home advertising play pivotal roles in reaching and engaging audiences. Here are some strategies to make your OOH and DOOH campaigns shine during the Chinese New Year:
Strategic Placements: Identify high-traffic areas frequented by your target audience and strategically place OOH advertisements in these locations. Ensure that your creatives are visually striking and culturally relevant.
Interactive DOOH Experiences: Leverage the interactivity of Digital Out-of-Home displays to create engaging experiences. Incorporate QR codes, AR filters, or interactive games that encourage audience participation and enhance brand recall.
Real-Time Content Updates: Stay agile by updating your OOH and DOOH content in real-time to align with the evolving dynamics of the festival. Incorporate countdowns, live feeds, or user-generated content to keep your campaign fresh and engaging.
As we prepare for upcoming seasons, remember to infuse authenticity, cultural sensitivity, and creativity into your campaigns to leave a lasting impression on your audience.
Wishing you a prosperous and joyous Chinese New Year!
Sopo Del Tower B 16 Floor Jl. Mega Kuningan Barat III Lot, 10 Kuningan Timur Jakarta Selatan 12950 Indonesia
0818 818 393
marketing@eyecorp.co.id