Brand’s has kicked off its Chinese New Year (CNY) campaign called HaHa CNY by introducing two main characters Huan Huan and Xi Xi to encourage consumers to purchase Brand’s products during and after Chinese New Year.
Besides that, Brand’s aims to create top-of-mind recall for its products and to strengthen the brand association with CNY.
Huan Huan and Xi Xi mean happiness and joy and were created to bring happiness to the consumers. These two characters are the anchors of the whole CNY campaign from packaging, traditional media to digital media.
“The characters will serve as a mnemonic device with retention value. We would like to make Huan Huan and Xi Xi the superstar during this CNY and also many CNY to come,” said assistant brand manager of Brand’s Ting Poh Wei.
The campaign started in December 2012 and will run until March 2013.
The campaign is promoted in Chinese and English versions via TVCs on 8tv, ntv7, Astro AEC and Astro Wah Lai Toi. On radio, the campaign is promoted via MyFM, One FM and 988 FM.
To support the campaign, a Facebook page called Huanhuanxixi is set up by promoting the two characters. Brand’s aims a minimum of 10,000 “likes” in the next three months.
A series of viral videos that share some fun tips during the festive season will also be revealed during the campaign period.
In store, the characters are made into soft toys as an on-pack premium gift of the Brand’s CNY hampers. Brand’s also engages celebrities such as Michael Wong to hype up the campaign.
The HaHa CNY campaign involves 180 Degree Strategic Communications for creative, Universal McCann for media, Isobar for digital and Westcoast Communications to execute its PR duties.