DESERT: LUNAR NEW YEAR E-GREETING

TitleDESERT: LUNAR NEW YEAR E-GREETING
BrandBAND
Product / ServiceINTEGRATED MARKETING SERVICES
CategoryA03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
EntrantBAND SINGAPORE, SINGAPORE
Entrant Company:BAND SINGAPORE, SINGAPORE
Design/Advertising Agency:BAND SINGAPORE, SINGAPORE

Credits

Credits

Name Company Position
Dominique Butler Band Creative Director
TJ Ren Band Associate Creative Director/Copywriter
Dharshana Kumarawatte Band Art Director
Ken Goh Band Interactive Designer/Programmer
Owen Huang Band Interactive Designer/Programmer
Li Qin Xiang/San Mao Composer/Lyricist
Chyi Vocalist

Brief Explanation

Lunar New Year greetings have become gaudy affairs with unimaginative, mundane and materialistic greeting cards and messages. Through research we discovered clients would rather have their teeth pulled than receive the usual Lunar New Year greeting. The challenge was to create an engaging, charming and dignified way of ushering in the Year of the Tiger on a tight budget while reducing our carbon footprint. The key objective was to create an engagement platform with clients and to kick off our relationship with them in 2010.

The Brief

Capture the significance of the Chinese Lunar New Year Celebration and create a New Year greeting which showcases the agency’s creative abilities to our clients, prospects and business partners. Our brief was to develop a Chinese New Year greeting which would engage our key target audiences and which would be both compelling and imaginative. We needed to cut through the usual Chinese New Year crap and try and capture what Chinese New Year is about – a time for family, reflection, discovery and renewal, and to get the agency creative abilities noticed.

How the final design was conceived

We wanted to take our audience on an emotional journey. (In truth we wanted to make them cry! ) The greeting took the form of an online animated story, to which recipients were led via an email. Through both movie and song, it tells of a young nomad led by a tiger spirit across a barren wilderness to a lush oasis where a better life awaits. The dramatic score, Chinese ink brush-style illustrations and real-life emotion elements added to an unconventional Lunar New Year e-greeting - one with a universal message to pursue ones hopes and dreams.

Indication of how successful the outcome was in the market

o Of the 835 cards we sent out we had an open rate of 96%! o Post campaign survey with 100 recipients gave it an average rating of 9.2 out of 10 o We received 15 new business calls leads from prospects and 3 new clients. o Approximately 10 people requested for it to be produced as a storybook.