New Year's Lucky Hugs

In Chinese culture, the New Year, also known as the Spring Festival, holds significant importance as a time for family reunions, fresh starts, and the welcoming of good fortune. During this festive season, individuals strengthen their emotional connections by exchanging blessings and gifts. In light of this cultural significance, Tmall Supermarket initiated the marketing campaign titled “Go to Tmall Supermarket, hold good luck in the New Year” to boost brand visibility during the Chinese New Year and to foster a deeper emotional and value-based relations with consumers. The initial phase of the campaign involves the creation of distinctive product packaging. The co-branding has been launched to produce the “New Year's Luck Bucket”, which features specialty products from prominent brands presented in innovative gift packaging. The bucket's design incorporates traditional red and gold colors as typical elements of the New Year, and plays on the phonetic similarities of “hugging bucket” and “hugging good luck” in Chinese, suggesting that good fortune will be embraced in the New Year. The knitted wool texture of the package conveys warmth and a sense of home, aligning with the festive spirit of winter and family gatherings. Furthermore, the Good Luck Bucket is crafted to be a reusable and versatile container, allowing consumers to repurpose it as home decoration or for storage, rather than limiting it to a single-use packaging.Tmall Supermarket leveraged prominent domestic social media platforms, including Weibo and Xiaohongshu, to amplify the event's reach through targeted topic marketing and content promotion. Through AI-generated technology, Tmall Supermarket placed glassless 3D short films on large screens in major urban centers nationwide, enhancing brand visibility and fostering a sense of geographical connection through innovative visual effects and iconic landmarks. The campaign also featured a series of promotional videos tailored for media platform distribution. These videos portray characters from various age groups, children, youth, and seniors, navigating typical life situations during the Chinese New Year. In these narratives, the characters unexpectedly receive a bucket of good fortune, leading to a series of uplifting and heartwarming tales. This storyline forges an emotional bond with viewers across diverse ages and backgrounds.