OUR TOP 5 MARKETING CAMPAIGNS OF CHINESE NEW YEAR: YEAR OF THE RABBIT
As the dust settles on Chinese New Year it has, yet again, proven to be an opportune moment for brands to showcase their creativity. From eye-catching product packaging to captivating ad campaigns honouring the spirit of celebration, companies were able to leverage Chinese culture in remarkable ways. Here are some shining examples from this year – let these inspiring works serve as an early testament regarding successful marketing strategies during festive periods throughout 2023.
5. Asahi
This year, Asahi made a creative statement on modern Japanese society with their limited edition packaging. At first glance, the classic bottle is instantly recognisable – but look closer and you'll find an intricate origami rabbit that speaks to both progress and tradition in proud harmony.
4. Nike
Whatever it is, the way you tell your story online can make all the difference.
3. TikTok
TikTok has done it again - this Chinese New Year, they've proved to be a source of education for young people through their collaboration with actor Andy Lau. The film features an endearing tribute to traditional red envelope giving (Hongbao) but re-centered it around well wishes rather than money. The film demonstrated how communication is valued over commercialism and concluded with a clever reveal of the TikTok logo – reinforcing that in modern times there's no better way to reach the youth than via video platforms like theirs.
2. Tiger Beer
Here we have a brand that was set to take all the success last year, the Year of the Tiger. But instead of endless pursuits for 2023, it seems that Tiger Beer celebrated the achievements of 2022 - a momentous one at that! With an inspiring message they encouraged us to take time out and recognise our achievements so far; each step forward made up their clever connection to the future ahead; The Year of the Rabbit.
1. BMW
BMW made a huge splash this year with an engaging and unexpected campaign that cleverly took advantage of AI translator mishaps. In particular, the Chinese word Bao Ma - meaning 'precious horse' in English - is often mistranslated as "BMW". This basis for their film revolved around a printing house boss whose new years greeting cards were mistakenly translated to ‘Lucky money into BMW to success’ creating wonderful comedic chaos. Through an ingenious use of accidental language hacking, BMW were able hone in on joy and how it is capable bringing people together during special occasions.
YOU MIGHT ALSO LIKE
After 3 years, the verdict is in: Why we made our 4-day workweek permanent
CAPITAL-e Wrapped 2024: A Year in Review
7 Trends to Make Your Corporate Event Stand Out in 2025
