Walch®
Chinese New Year Campaign
THE TASK
Promote the sales of WALCH’s new speed-foaming automatic hand sanitiser dispenser over the Chinese New Year period in 2021, during peak-COVID-19.
THE CHALLENGE
How do you take something so pragmatic and… boring… and turn it into a meaningful Chinese New Year gift, when gifts typically include things that symbolise wealth & prosperity?
THE WAY IN
Consumer Truth: Singaporean Chinese are typically very emotionally-reserved and tend to show their love through actions such as cutting up fruits for their kids as a snack or buying their parents' favourite treats. In the era of the pandemic, their love came across as ensuring their loved ones were masking up, staying in / avoiding gatherings and booking their vaccinations on time.
Cultural Truth(s): Chinese New Year is all about ushering in the new year with hopes prosperity and abundance (i.e. Mandarin oranges, gold coins are just a few examples of items that are core to Chinese New Year celebrations that symbolise abundance).
Singaporean Chinese believe that health is wealth, and it comes across in many of their recipes that are rooted in Traditional Chinese Medicine, many of which are made for their much-awaited family reunion dinners on the eve of Chinese New Year.
Opportunity: While a hand-sanitiser seems like an odd gift in such a festive occasion, it’s apt in the era of the pandemic where gatherings were limited and anxiety around health skyrocketed. The brand’s opportunity lay in the product being presented as a form of gifting your loved ones’ health. After all, there is no greater wealth than health.
THE SOLUTION
The campaign ran with the platform ‘Gift Health. Gift Wealth.’ in order to position the new Walch automatic hand sanitiser dispenser as the most compelling Chinese New Year gift, as Singaporeans grappled with COVID-19.
To remain contextually-relevant, the brand and accompanying social films were shot featuring a Chinese New Year family reunion dinner taking place over Zoom. Creative license was applied to showcase gift-giving across the various Zoom participants, and showing the younger generation lovingly and thoughtfully gifting their elders a Walch Hand Sanitiser.
The campaign ran across ran across the country with supermarket POS assets, OOH (bus stops & train stations), digital & social media in the cross-channel mix.
“With the Walch® Chinese New Year 2021 campaign, we hope to make everyone excited to celebrate this occasion with their families and friends, even though we will be celebrating very differently, whether safely together in smaller groups or virtually online. We want to keep the tradition of gifting alive and inspire families to share Walch® as the perfect gift of good health with their loved ones.”