Wellcome's CNY campaign kicked off last Friday (11 January) with a 30-second TVC, print, Facebook and OOH, as well as in cinemas. The campaign includes three jolly TVB actors, Wong Cho Lam (王祖藍), Louis Yuen (阮兆祥) and Johnson Lee (李思捷), who are famous for their comedy and celebrity impersonations, especially those involving dressing in women's clothes.
The 30-second TVC, done in the style of the star-packed comedy films that are an annual tradition during Chinese New year, features the trio impersonating various celebrities including Liza Wang Ming Chuen (汪明荃), Nancy Sit Ka Yin (薛家燕), Paula Tsui Siu-Fung (徐小鳳), Cheng Siu Chow (鄭少秋), Angelababy and even Korean superstar Psy. At the end of the spot the three turn into the gods of fortune (財神) to deliver CNY greetings and a marketing message about how saving money in the supermarket allows people to give bigger 'lai see' packets to their loved ones.
The TVC is running on TVB Jade and JAde's HD channel, as well as iCable, and will extend to outdoor TV channels in public transport.
Wellcome has also partnered with Weekend Weekly to publish a ‘CNY shopping bible’, and is running a lucky draw where three winners will bring home US$11,500 (HK$88,888), as 8 is a lucky number which sounds like the word 'fortune' in Chinese.
Campaign: Wellcome Chinese New Year Campaign
Agency: McCann Worldgroup HK Ltd.
Creative: Kin Hui
Account service: Benjamin Tsang
Production house: Bleu Arc