ASIA-PACIFIC – HONG KONG, JANUARY 19, 2012: Drawing on the strong symbolism attached to the color red in China, TBWA\TEQUILA\Hong Kong and TBWA\TEQUILA\Shanghai launched the “Red Envelope” digital campaign to help people share their wishes of good luck and prosperity during the Chinese New Year celebrations.
Using the Sina Weibo platform, the campaign enables users to write their personal Chinese New Year message or choose from a variety of preset traditional greetings to share with their friends and family. These messages are then displayed against an animated backdrop of red envelopes.
The user can then send the message via email or log in with their Weibo accounts (a Chinese micro-blogging site) to share their message with up to three friends. Messages sent via Weibo will be “enclosed” in a red envelope, directing the users back to the Coach website, in which the campaign is housed.
All messages are put in a gallery, where users can then opt to decide to re-share their favorite messages given to them by their friends. Participating in the campaign will also spell good luck for five lucky individuals, who will receive RMB700 vouchers as an incentive.
“Our aim was to help facilitate the messages our fans would be sharing with friends and family during the Chinese New Year season. Being a part of their celebration and well wishing is important to us as a brand, both in the offline and online space,” said Mia Sun, digital director of Coach China.
“The campaign has provided us with the opportunity to give the Coach Sina Weibo fans a meaningful way to share the spirit of Chinese New Year, while also giving the brand the opportunity to grow their fan base,” explained Jocelyn Liipfert, digital accounts director for TBWA\TEQUILA\Hong Kong.
The “Red Envelope” campaign may be accessed through http://china.coach.com/online/handbags/genWCM-14001-14500-cn-/Coach_CN/static_pgs/cny_game?LOC=CC. Users can also visit http://www.weibo.com/coachchina.
CREDITS:
Project Name: Red Envelope
Creative Agency: TBWA\TEQUILA\Hong Kong
Client: Coach China
Executive Creative Director: Mark Ringer
Creative Director: Lincoln Damen (Hong Kong)
Art Director: Coin Qian (Hong Kong)
Senior Digital Producer: Anne Chan (Hong Kong)
Head of Digital: Luke Eid (Hong Kong), Scarlett Lok (Shanghai)
Account Director: Jocelyn Liipfert (Hong Kong), Adrian Looi (Shanghai)
Account Manager: Christina Suen (Hong Kong)
Account Executive: Angela Xu (Shanghai)
Run Dates: Chinese New Year, January 2012
Category/Exposure: Digital
Territories: Mainland China
