•        2012-01-18
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HONG KONG – TBWA\TEQUILA\Hong Kong and TBWA\TEQUILA\Shanghai recently launched the Sina Weibo driven ‘Red Envelope’ digital campaign with the aim to help fans share well wishes of good fortune and prosperity with family and friends during the Chinese New Year season.

The ‘Red Envelope’ campaign, housed on the Coach China website, enables users to write their own Chinese New Year message or choose from a template of traditional greetings to share with their friends, displayed against an animated backdrop of swirling red envelopes.

The user can then access the Weibo platform to share their message with up to three friends, or send their message via email. Messages sent via Weibo will appear in a closed red envelope, driving users back to the Coach website to view their bespoke message. All sent message are kept in a gallery, where users can decide to re-share their favourite messages, written by others. As an incentive, RMB700 vouchers will be given away to five lucky ‘Red Envelope’ participants.

“With the ‘Red Envelope’ campaign, our aim was to help facilitate the messages our fans would be sharing with friends and family during the Chinese New Year season. Being a part of their celebration and well wishing is important to us as a brand, both in the offline and online space,” said Mia Sun, Digital Director of Coach China.

“The ‘Red Envelope’ campaign has provided us with the opportunity to give the Coach Sina Weibo fans a meaningful way to share the spirit of Chinese New Year, while also giving the brand the opportunity to grow their fan base,” explained Jocelyn Liipfert, Digital Accounts Director for TBWA\TEQUILA\Hong Kong.

Send your own messages of good fortune and prosperity to family and friends by visiting:


Sina Weibo Page: http://www.weibo.com/coachchina

Project Name: Red Envelope
Creative Agency: TBWA\TEQUILA\Hong Kong
Client: Coach China
Executive Creative Director: Mark Ringer
Creative Director: Lincoln Damen (Hong Kong)
Art Director: Coin Qian (Hong Kong)
Senior Digital Producer: Anne Chan (Hong Kong)
Head of Digital: Luke Eid (Hong Kong), Scarlett Lok (Shanghai)
Account Director: Jocelyn Liipfert (Hong Kong), Adrian Looi (Shanghai)
Account Manager: Christina Suen (Hong Kong)
Account Executive: Angela Xu (Shanghai)
Run Dates: Chinese New Year, January 2012
Territories: Mainland China

By: admin


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