Jenny Chan 陳詠欣
Feb 18, 2016

CNY not just for promotional tactics anymore: Prophet

GREATER CHINA - Chinese New Year is a surprisingly strong branding opportunity, not just a promotional tactic, according to survey results from brand consultancy Prophet.

Lifebuoy's soap-lined red packets make wishes for good health a reality

As one of the most important festivals in the Chinese calendar, CNY has traditionally constituted a window period for brands to promote their products and ring up robust retail sales. It has not generally been considered a time for brands to deepen and strengthen their relationships with consumers.

That perception may need to change, according to Prophet's poll, carried out last month. The company surveyed 1,000 consumers across three markets mainland China, Hong Kong...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
GroupM makes CEO change in South Asia
Premium
6 hours ago

GroupM makes CEO change in South Asia

Prasanth Kumar to take over as Sam Singh departs to join ByteDance.

Premium
D&AD shortlist has 269 APAC hopefuls
Premium
10 hours ago

D&AD shortlist has 269 APAC hopefuls

Japan leads APAC markets with 64 shortlisted entries, followed closely by Australia with 61.

Premium
Melbourne launches VR ‘journeys’ to upgrade site visits
Premium
13 hours ago

Melbourne launches VR ‘journeys’ to upgrade site visits

International associations and PCOs can plan their upcoming conferences using 360 videos.

Premium
Come on brands, throw your weight around
Premium
13 hours ago

Come on brands, throw your weight around

Cathay Pacific's rejected same-sex ad shows that promoting inclusivity and equality is not just about statements and policies. Or ads. Sometimes it's about pushing those who need a push.