Chinese New Year is a time of celebration and tradition, and it’s also a great opportunity for companies and organizations to get creative with their marketing efforts.
From interactive augmented reality displays to limited edition products, there are many ways that businesses can promote and celebrate the holiday.
In this blog post, we’ve compiled a list of the 8 most creative Chinese New Year Marketing campaigns from the past few years.
These campaigns showcase the diversity and ingenuity of the Chinese New Year holiday, and they provide inspiration for anyone looking to get involved in the festivities.
What is the Chinese New Year Campaign?
Chinese New Year, also known as the Spring Festival, is a major holiday in China and many other countries with significant Chinese populations.
It is typically celebrated in late January or early February, and it is a time for families to come together, exchange gifts, and participate in traditional activities and customs.
A Chinese New Year campaign is a marketing or advertising effort that is designed to celebrate and promote the holiday.
These campaigns can take many different forms, and they can be launched by a wide range of companies and organizations. Some common elements of Chinese New Year campaigns include special edition products and packaging, ads and social media posts, and interactive events or experiences.
One of the key goals of a Chinese New Year campaign is to create a sense of excitement and anticipation for the holiday.
This might be done through the use of colorful and eye-catching marketing materials, or through the creation of special offers or promotions that are designed to appeal to people who are planning to celebrate the holiday.
Some campaigns may also aim to educate people about the holiday and its traditions or to highlight the cultural significance of the holiday.
In addition to appealing to people who are celebrating the holiday, Chinese New Year campaigns may also be designed to reach a wider audience.
For example, a campaign might be targeted at people who are interested in Chinese culture or who are planning to travel to China during the holiday period.
Campaigns may also be targeted at people who are simply looking for fun and unique ways to celebrate the holiday.
Grace Chen Chinese New Year Marketing Campaign
Image Credit: Jing DailyIn 2020, Chinese fashion brand Grace Chen launched a campaign that aimed to celebrate the diversity and global reach of the Chinese New Year holiday.
The campaign featured a series of short films that told the stories of real people who were celebrating the holiday in different parts of the world.
The films were shared on social media and other online platforms, and they were designed to showcase the unique ways that people around the world were marking the occasion.
The campaign was a creative and innovative way for Grace Chen to connect with its audience and promote its brand.
By focusing on real stories and real people, the company was able to create a sense of authenticity and relatability that resonated with viewers.
The films were also a powerful way to highlight the global nature of Chinese New Year, and they helped to emphasize the holiday’s universal appeal and significance.
In addition to being shared on social media and other online platforms, the films were also shown in movie theaters and on television.
This helped to increase the reach and visibility of the campaign, and it allowed Grace Chen to connect with a wider audience.
Apple Chinese New Year Campaign
https://www.youtube.com/watch?v=Me3PEs88pOU
Apple has launched several successful campaigns in the past to celebrate Chinese New Year. One example is a campaign that was launched in 2020 and featured a short film called “The Comeback.”
The film told the story of a young man who returns home for Chinese New Year after being away for several years.
The film was released on Apple’s social media channels and other online platforms, and it was also shown in movie theaters and on television.
It was designed to be both entertaining and heartwarming, and it featured a cast of well-known Chinese actors and actresses.
The film was set in a traditional Chinese village, and it included scenes of people preparing for and celebrating the holiday, as well as scenes of the young man reconnecting with his family and friends.
In addition to the short film, the Apple Chinese New Year campaign also included a series of special edition products and packaging.
The products included limited edition versions of popular Apple products such as the iPhone and the iPad, and they featured traditional Chinese New Year themes and colors.
The packaging for the products was also designed to be festive and celebratory, and it included images of traditional symbols and motifs such as lanterns, dragons, and fireworks.
The Apple Chinese New Year campaign was a great example of how companies can use storytelling and special edition products to celebrate and promote the holiday.
By releasing a heartwarming and entertaining film and by offering limited edition products, Apple was able to create a sense of excitement and anticipation for the holiday, and it was able to connect with its audience in a meaningful and authentic way.
Travel Companies “CTrip” Chinese New Year Campaign
In 2017, Chinese travel company Ctrip launched a campaign to promote special discounts and promotions on flights and hotels for people who were planning to travel during the Chinese New Year.
The campaign was designed to encourage more people to travel and celebrate the holiday away from home. It featured a series of fun and colorful ads that incorporated traditional Chinese New Year themes and imagery.
One of the key elements of the Ctrip campaign was its use of bright, eye-catching visuals. The ads featured a variety of traditional Chinese New Year symbols and motifs, such as red lanterns, golden dragons, and fireworks, and they were designed to capture the festive atmosphere of the holiday.
The ads also included catchy slogans and taglines that emphasized the convenience and value of booking a trip with Ctrip, and they highlighted the company’s extensive range of destinations and travel options.
In addition to being shown on television and in movie theaters, the Ctrip ads were also promoted on social media and other online platforms.
This helped to increase the reach and visibility of the campaign, and it allowed the company to connect with a wider audience.
Food Company Lee Kum Kee Chinese New Year Campaign
In 2015, food company Lee Kum Kee launched a campaign that focused on the traditional practice of exchanging gifts during the Chinese New Year.
The campaign included a series of videos and social media posts that showed people giving and receiving gifts of Lee Kum Kee products, which were presented in special packaging that was designed to be both functional and festive.
The special packaging for the Lee Kum Kee products was a key element of the campaign, as it helped to make the gifts more attractive and memorable.
The packaging featured traditional Chinese New Year themes and colors, such as red, gold, and green, and it was designed to be both attractive and practical.
The packaging included special compartments and dividers that made it easy to store and transport the products, and it was made of high-quality materials that were designed to withstand the wear and tear of travel.
The videos and social media posts that were part of the Lee Kum Kee campaign were designed to showcase the special packaging and the products themselves.
They featured people of all ages and backgrounds giving and receiving the gifts, and they included close-up shots of the packaging and the products, as well as more general scenes of people celebrating Chinese New Year.
The videos and posts were shared widely on social media and other online platforms, and they helped to increase the visibility and reach of the campaign.
Chinese New Year Campaign Car Company Geely
In 2012, Chinese car company Geely launched a campaign that used augmented reality technology to bring Chinese New Year symbols and traditions to life.
The campaign included a series of interactive displays that were set up in shopping malls and other public spaces, and they allowed people to learn about Chinese New Year customs and participate in festive activities.
The interactive displays were a key element of the Geely campaign, as they provided a fun and engaging way for people to learn about and experience the Chinese New Year.
The displays featured a variety of traditional symbols and motifs, such as red lanterns, golden dragons, and fireworks, and they used augmented reality technology to make these elements appear to come to life.
Visitors to the displays could use their smartphones or tablets to interact with the elements, and they could learn more about Chinese New Year customs and traditions through a series of fun and informative activities.
In addition to the interactive displays, the Geely campaign also included a series of ads and social media posts that promoted the displays and highlighted the company’s involvement in the celebration of Chinese New Year.
The ads featured bright and colorful imagery that captured the festive atmosphere of the holiday, and they included catchy slogans and taglines that emphasized the company’s commitment to celebrating the holiday in a meaningful and authentic way.
L’Oreal Paris Chinese New Year Beauty Campaign
In 2009, cosmetics company L’Oreal Paris starts to launched a campaign to celebrate the Chinese New Year.
The campaign featured a series of limited edition products that were designed specifically for the holiday, including special gift sets and makeup collections that featured traditional Chinese New Year themes and colors.
The products were promoted through a series of ads and social media posts, and they were designed to appeal to people who were looking for special and unique ways to celebrate the holiday.
One of the key elements of the L’Oreal Paris campaign was the use of traditional Chinese New Year themes and colors in the design of the products.
The gift sets and makeup collections featured red, gold, and other colors that are associated with the holiday, and they included images of traditional symbols and motifs such as lanterns, dragons, and fireworks.
The products were also packaged in special boxes and bags that were designed to be both attractive and functional, and they included special inserts and dividers that made it easy to store and transport the products.
In addition to the limited edition products, the L’Oreal Paris campaign also included a series of ads and social media posts that promoted the products and highlighted the company’s involvement in the celebration of Chinese New Year.
The ads featured bright and colorful imagery that captured the festive atmosphere of the holiday, and they included catchy slogans and taglines that emphasized the company’s commitment to celebrating the holiday in a meaningful and authentic way.
McDonald’s Chinese New Year Campaign
McDonald’s has launched several successful campaigns in the past to celebrate the Chinese New Year.
One example is a campaign that was launched in 2019 and featured a series of special edition products and packaging, as well as a series of ads and social media posts.
The special edition products that were part of the McDonald’s Chinese New Year campaign included a range of menu items that were inspired by traditional Chinese flavors and ingredients.
These included items such as the Prosperity Burger, which was made with a special sauce that was inspired by traditional Chinese flavors, and the Longevity Noodles, which were made with long, thin noodles that are traditionally associated with long life and good fortune.
The special edition products were presented in packaging that was designed to be festive and celebratory, and they featured traditional Chinese New Year themes and colors.
In addition to the special edition products, the McDonald’s Chinese New Year campaign also included a series of ads and social media posts that promoted the products and highlighted the company’s involvement in the celebration of the holiday.
The ads featured bright and colorful imagery that captured the festive atmosphere of the holiday, and they included catchy slogans and taglines that emphasized the company’s commitment to celebrating the holiday in a meaningful and authentic way.
Red Bull Red Chinese New Year Campaign
Red Bull has launched several successful campaigns in the past to celebrate Chinese New Year.
One example is a campaign that was launched in 2018 and featured a series of special edition products and packaging, as well as a series of ads and social media posts.
The special edition products that were part of the Red Bull Chinese New Year campaign included a range of energy drinks and other products that were designed to be festive and celebratory.
These included limited edition versions of Red Bull’s classic energy drink, as well as other products such as energy bars and shots.
The special edition products were presented in packaging that was designed to be festive and celebratory, and they featured traditional Chinese New Year themes and colors.
In addition to the special edition products, the Red Bull Chinese New Year campaign also included a series of ads and social media posts that promoted the products and highlighted the company’s involvement in the celebration of the holiday.
The ads featured bright and colorful imagery that captured the festive atmosphere of the holiday, and they included catchy slogans and taglines that emphasized the company’s commitment to celebrating the holiday in a meaningful and authentic way.
Design Inspiration for Chinese New Year Ads in Singapore
There are many different design elements that can be incorporated into Chinese New Year ads in Singapore to create a festive and celebratory atmosphere.
Some ideas for design inspiration might include:
Traditional Chinese New Year Symbols
Traditional Chinese New Year symbols and motifs, such as red lanterns, golden dragons, and fireworks, are an integral part of the holiday’s celebration and are often featured prominently in Chinese New Year campaigns and marketing materials.
These symbols and motifs are thought to bring luck, prosperity, and good fortune, and they are often associated with traditional customs and activities that are part of the holiday.
One of the most iconic symbols of the Chinese New Year is the red lantern. Red is a lucky color in Chinese culture, and lanterns are traditionally used to symbolize the light of knowledge and hope for a brighter future.
Red lanterns are often seen hanging in homes, businesses, and public spaces during the holiday period, and they are often adorned with special designs or patterns that are thought to bring good luck.
Another important symbol of the Chinese New Year is the golden dragon.
Dragons are thought to be powerful and auspicious creatures in Chinese mythology, and they are often associated with good fortune and prosperity.
Golden dragons are often featured in parades, festivals, and other celebratory events during the holiday period, and they are often depicted as being colorful, vibrant, and energetic.
Fireworks are another traditional element of Chinese New Year celebrations.
Fireworks are thought to bring good luck and happiness, and they are often used to mark the start of the holiday and to celebrate special occasions.
Fireworks displays are a common sight during the holiday period, and they are often accompanied by traditional music and other festive elements.
Bright and Vibrant Colours
Bright and vibrant colors, such as red, gold, and green, are an integral part of Chinese New Year celebrations and are often featured prominently in marketing materials and campaigns related to the holiday.
These colors are thought to bring luck, prosperity, and good fortune, and they are often associated with traditional customs and activities that are part of the holiday.
Red is perhaps the most iconic color of Chinese New Year, and it is thought to be a lucky color that can bring good fortune and happiness.
Red is often used in decorations, clothing, and other elements of the holiday, and it is often associated with traditional symbols and motifs such as red lanterns and red envelopes.
Gold is another color that is associated with Chinese New Year, and it is thought to symbolize prosperity and good fortune. Gold is often used in decorations and other elements of the holiday, and it is often featured alongside red and other bright colors. Gold is also often associated with traditional symbols and motifs such as golden dragons and gold coins.
Green is another color that is often associated with Chinese New Year, and it is thought to symbolize growth and renewal.
Green is often used in decorations and other elements of the holiday, and it is often paired with red and other bright colors. Green is also often associated with traditional symbols and motifs such as bamboo and potted plants.
Images of People Participating in Traditional Activities
Images of people participating in traditional activities and customs are a common element of Chinese New Year campaigns and marketing materials, and they are often used to convey a sense of warmth, togetherness, and cultural significance.
These images might include scenes of people exchanging gifts, preparing food, and decorating homes, as well as other activities that are associated with the holiday.
Exchanging gifts is a common activity during Chinese New Year, and it is often depicted in marketing materials and campaigns as a way to show love and appreciation to family and friends.
Gifts might include items such as sweets, fruit, and other small tokens of appreciation, and they are often presented in special packaging or wrapping that is designed to be festive and celebratory.
Preparing food is another important activity during Chinese New Year, and it is often depicted in marketing materials and campaigns as a way to bring people together and celebrate the holiday.
Traditional dishes and recipes are often featured in these materials, and they may include items such as dumplings, fish, and other dishes that are thought to bring good luck and prosperity.
Decorating homes is another common activity during Chinese New Year, and it is often depicted in marketing materials and campaigns as a way to create a festive and celebratory atmosphere.
Traditional decorations such as red lanterns, gold coins, and other symbols and motifs are often featured in these materials, and they may also include images of people putting up decorations and preparing their homes for the holiday.
Cultural Icons and Landmarks in Singapore
Cultural icons and landmarks from Singapore are often featured in marketing materials and campaigns related to Chinese New Year, and they can be used to create a sense of place and cultural identity.
These icons and landmarks might include well-known symbols such as the Merlion, the Gardens by the Bay, or other iconic structures and landmarks that are associated with Singapore.
The Merlion is perhaps the most iconic symbol of Singapore, and it is a statue of a mythical creature with the head of a lion and the body of a fish.
The Merlion is often depicted in marketing materials and campaigns as a way to represent Singapore’s cultural heritage and history, and it is often associated with traditional symbols and motifs such as dragons and lions.
The Gardens by the Bay is another iconic landmark in Singapore, and it is a large park that features a variety of gardens, sculptures, and other features. The Gardens by the Bay is often depicted in marketing materials and campaigns as a way to represent Singapore’s modernity and sophistication, and it is often associated with themes of nature, beauty, and sustainability.
Other cultural icons and landmarks from Singapore that might be featured in marketing materials and campaigns include the Singapore Flyer, the Marina Bay Sands hotel, and other iconic structures and landmarks that are associated with the city.
These icons and landmarks can be used to create a sense of place and cultural identity, and they can help to convey the unique character and history of Singapore.
Typography And Text Elements
Typography and text elements that are inspired by traditional Chinese calligraphy or design motifs can be a powerful and effective way to add cultural significance and interest to marketing materials and campaigns related to Chinese New Year.
Traditional Chinese calligraphy is an art form that involves the creation of beautiful and expressive characters and words using a brush and ink, and it is an important part of Chinese culture and history.
Using typography and text elements that are inspired by traditional Chinese calligraphy can add depth and meaning to marketing materials and campaigns, and it can help to convey a sense of cultural authenticity and respect.
These elements might include the use of traditional Chinese characters or scripts, or the incorporation of design motifs such as brushstrokes or ink splatters.
Incorporating these elements into marketing materials and campaigns can be a challenge, as it is important to ensure that they are used in a way that is authentic and respectful of the culture.
It may be helpful to work with a designer or calligrapher who is familiar with traditional Chinese calligraphy and design motifs to ensure that these elements are used appropriately and effectively.
