On February 8, 2016, M2Comms greets the Year of the Red Monkey – and 30 million Chinoys – with a hearty: Kung Hei Fat Choi! As one of the biggest holidays for the Filipino Chinese community, it’s the perfect opportunity for brands to communicate an important demographic of Filipino society. Some have been very successful. Here are three of our favorites.
Ang Pao Coupons – McDonald’s
Many Filipinos with Chinese ancestry look forward to receiving an ang pao, a money envelope, every New Year from A-po. The global fast food franchise taps the memories evoked by that simple tradition, by giving away discount coupons in the form of ang paos. Every year, McDo customers look forward to these ang pao like the children they once were. In recent years, the franchise added a modern twist by innovating with mobile coupons.
Malaysian car manufacturer Perodua saw many families travel a lot during the Lunar New Year, a Malaysian national holiday. To ensure that their cars don’t get into accidents, Perodua alerted its customers that they can get a free 50-point vehicle #Safetycheck, raising vehicle safety while connecting with customers and raising brand perception.
Search for the Best Goatee – Queensland, Australia
The Bundaberg Regional Council Community Services spiced up its 2015 Chinese New Year celebrations by holding a contest. Since 2015 was the year of the goat and goats have goatees, the campaign wanted to find the person with the best goatee in the region. It encouraged people to submit the most outlandish styles on men, women, and children. The fun theme quickly became viral.
Chinese New Year is steeped with tradition, celebration, family, and fun. The best campaigns use these themes to successfully deliver meaningful stories.