It is a time for family and togetherness.
For brands that have already set foot in or are gearing up to enter the vast consumer market in the APAC region, Chinese New Year (CNY) is definitely one of the biggest holidays and shopping moments in this market. Just like Christmas in the western world, CNY is a can’t-miss opportunity for companies and marketers to build brand awareness, resonate with Chinese consumers, and drive sales.
Client
Haier
Year
2019
Category
Advertising
Type of Work
Graphic design
Advertising Photography
Video production
The Insight
As a major holiday in which families come together to celebrate and honour traditions. It is a time for family and togetherness. After countless rounds of communication and insights into women in the Chinese family, we customized the brand message to engage with the audience through emotional appeal.
The Idea
In the end, we decided to revisit the importance of women's roles in the Chinese family and direct a family New Year's Eve film through the roles of the mothers.
View the full video here
From the perspective of communication strategy, we still believed that no ad is successful unless the brand joins the centre stage, for the purpose of improving popularity, we launched the campaign during the prime time of China Central Television's (CCTV) Spring Festival gala, which attracted the attention of millions of people and also brought the Haier brand in front of a huge audience.
Layouts for shooting
