Shopping mall ‘voices’ out the true meaning of CNY

Chinese New Year festival campaigns are flooding our screens, but rarely do they speak to the heart of the tradition itself. A new campaign by a mega shopping mall New Town Plaza is aiming to redress this.Highlighting its emotional approach to explore the true meanings of CNY, the campaign "voice a blessing on red paper" hinges on one of the festival virtue – blessing - in an attempt to evoke emotions in audiences.The video starring Candy (more commonly known as Susie), who shot to fame after participating in a movie “Truth or Dare: 6th Floor Rear Flat” in 2003, is created by a local creative startup Secret Tour Hong Kong.It takes an emotional approach associated with three real life relationship stories including a grandmother-grandson, a couple and a mother-daughter cases.The campaign also consists of a Facebook game, encouraging users to vote for the most touching line in the video to vie for a "recordable" red pocket, which allows senders to record blessings for the recipients.The three minutes full version:http://www.youtube.com/watch?v=Y8HSVlung-I(Scroll down for two more teasers)Iris Chow, senior promotions manager of New Town Plaza, told Marketing that the campaign aims to strike a chord with audiences as the relationship stories represent the mall's target segment."The key point of this customer engagement exercise is to get our customers actively involved, better connect them to the plaza and ramping up their loyalty," said Chow."Video is the best execution to convey emotional topics and to provoke deeper feelings from audiences," she added.This is not the first time the two units have worked together. The plaza has rewarded the agency the project for the second time following an audio map project for the China market back in July."Speaking from experience, local agencies provide deeper local insight (comparing to global-based firms) and it match perfectly for a localised shopping centre like us."Stephen Chung, director of Secret Tour Hong Kong, said the campaign highlights an emotional touch  to "revive the true meaning of CNY"."The perception towards CNY among young generation has been converted from spiritual blessings to materialistic pursuits. The core purpose in this campaign is to reverse this."The campaign also spans print and OOH executions.Established in February 2013, Secret Tour Hong Kong is a new creative firm as a subsidiary of The Bees, which owns two more creative agencies The Bread Digital and The Right Side.The agency is helmed by former GroupM Hong Kong CEO KK Tsang, Centaline Holdings property agency chairman and am730 founder Wing Ching Shih, former BBDO Hong Kong ECD KC Tsang and STHK founder Stephen Chung, specialising in delivering locally relevant projects based on its deep understanding at Hong Kong.Teaser 1:http://www.youtube.com/watch?v=cvy1URkvrxcTeaser 2:http://www.youtube.com/watch?v=2_eftVaRsxE