Benjamin Li
Jan 20, 2012

Wellcome’s CNY campaign features the 'God of fortune'

HONG KONG - Wellcome has launched an integrated marketing campaign for the Year of the Dragon, highlighting that even the ‘God of fortune’ shops at the brand's supermarkets.

wide player in 16:9 format. Used on article page for Campaign.

The Wellcome campaign, was created by McCann Worldgroup with media brokered by UM. It features a cover TVC, store decorations and activations, ‘God of fortune’ stores visits, OOH, catalogues and a videotorial which reinforces the message that Wellcome is there to serve the "everyday needs" of its customers.

“To celebrate the Year of the Dragon, Wellcome wants to send the warmest wishes to each and every family in Hong Kong,” Julie Chiu, sales and marketing director, Wellcome, said. "Our creative centered around one of the most favorite traditional Chinese characters, the 'God of fortune', who brings good luck and fortune. Plus a truly integrated media platform and customer engagement activities, this festive greeting is not only communicated to local Hong Kong families but also tourists."

The TVC, which carries on its family theme, shows a little boy and girl dolled up in traditional Chinese clothes shopping at Wellcome with their parents. They meet a giant ‘God of fortune’ there, who offers discounts and shopping advice.

In addition to mass terrestial TV channels like TVB Jade, TVB J2, iCable, and the brand is also embracing outdoor TV platforms such as those on MTR trains in Hong Kong.

Campaign China

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