Wellcome’s Chinese New Year push has every CNY staple, including a rapping Chinese god of wealth.
Created by Grey Hong Kong, the TVC features a handful of hip-popping stars including Fung Woo, Fred Cheng, Corinna Chamberlain, Hoffman Cheng and Yao Bin, encouraging people to do their CNY shopping at Wellcome, in rhyme.
With an eye to increasing its local appeal, this year’s campaign sees a heavy approach to present Chinese tradition, according to Julie Chiu, sales and marketing director of Wellcome.
“Credit goes to our creative agency Grey which came back with the big idea of the rap song approach; we loved the idea so much and took it up immediately,” she told Marketing.
“The CNY song is a key element in traditional Chinese New Year and by using the hip rapping approach, we could give customers an unexpected pleasant surprise and excitement, which also match Wellcome very well.”
The use of rap song allows this year’s CNY creative to adopt more media channels like radio, MyTV mobile app to reach audiences on the go.
Keith Ho, managing partner and chief creative officer of Grey, added that during CNY, consumers are typically flooded with greetings from many different brands.
“We wanted our CNY greeting to be ownable by Wellcome and to stand out in this sea of well wishes. Through the use of a rap song, we developed a unique and contemporary way of delivering a traditional message.”
The ads will run until mid February on TV, outdoor bus body and MTR trackside TV.
Additionally, the campaign has also reached to below-the line and digital activities for advanced customers engagement. They include three in-store events for the God of Fortune to play a rap song game where lucky customers will have a chance to take away God of Fortune Gold Medal or Wellcome vouchers.
A Facebook game will also be activated for customers to take shots of the campaign visuals to win limited edition posters with celebrities.
“Wellcome is a supermarket with the longest heritage in HK approaching its 70 years, we would like our target audience to feel we keep abreast of the latest trend of Hong Kong and understand their taste very well by inviting the most sought after celebrity in town to become our spokesman,” she added.
Media buy of the campaign is brokered by UM.