Wellcome banks on deity-magician to work wonders for Chinese New Year

Client: Wellcome (惠康)

Agency: Grey

Market: Hong Kong

Scope: Television (TVB Jade and HD Jade), MTR, buses, social-networking sites (Facebook and YouTube)

Details:

The brand injects a little magic into a typical festival campaign, where the Chinese love of wealth and prosperity is the insight driving creative expressions.

Wu, the head "god", magically transforms supermarket customers into God-of-Fortune incarnations as he passes by them.

The idea is to get everyone to buy Wellcome groceries, equivalent to "stocking fortune", which can then be passed on to others.

Uncut behind-the-scenes footage of the TVC will be shown on Wellcome's Facebook page, with in-store promotions and "gold tael" prizes driving festive purchases.

Campaign Asia-Pacific’s comments: The magic treatment offers differentiation from the price competition inherent in the supermarket category. Because the colour red is often associated with discount signs, associating the same sort of red with the ultimate Chinese cultural symbol of money may not denote a price reduction, particularly with the inclination to buy presentable (read: more expensive) products as gifts for Chinese New Year.  

CREDITS

Agency: Grey Hong Kong
Business director: Katherine Wong
Associate account director: Michael Tse
Group creative director: Almon Lam
Head of art: Chris Yung
Associate creative director: Henry Yim
Head of TV production: John Lo
Production house: Oglo Production