Originally published on Campaign Asia
On August 10, China celebrates Qixi Festival, its own Valentine’s Day. Rooted in a 2,600-year-old love story, Qixi commemorates the once-a-year reunion of star-crossed lovers Zhinü and Niulang on the Magpie Bridge spanning the Milky Way. For brands, it’s a day to tap into the magic of love and tradition. Here are some handpicked brand efforts that caught our eye.
1. Philips × Wedgewood
Featuring a slogan of ‘love him/her to send him/her better gifts’, the campaign emphasises quality of life and better brand experience. Unlike other collaborations, Philips and Wedgewood’s limited edition gift box brings a deeper understanding and meaning to the home appliance and lifestyle category. It is not just a cost-effective gift but a perfect match and timing for love and target audience groups before Chinese Valentine’s Day. From a marketing perspective, OMD orchestrated a comprehensive integrated marketing strategy for Philips. Initially, the official platform set the stage with two celebrities, Wang Dalu and Chen Yao. Subsequently, numerous KOLs collaborated on major social media platforms to generate buzz and advocate for the gift box, fostering a desire for a superior lifestyle. Simultaneously, an offline pop-up store called ‘The Best Museum’ was launched, guiding users and celebrities to join and share their experiences.