This campaign elevated a luxury mooncake brand onto the international stage at Times Square, blending product messaging with cultural storytelling. By partnering with a well-known Asian celebrity and securing prime billboard placements, we not only boosted brand visibility but also introduced the Mid-Autumn Festival to a global audience, increasing engagement across multiple channels.
Key Results:
- Global Visibility at Times Square: Secured prime billboard placements on The One and Mifi screens, which are seen by over 300,000 people daily. This placement provided massive exposure, positioning the brand as a luxury product while introducing the Mid-Autumn Festival to an international audience.
- Increased Cultural Awareness: The campaign’s focus on blending traditional Mid-Autumn Festival elements with modern luxury branding led to increased global recognition of both the product and the cultural heritage behind it. This cultural appeal helped the brand resonate with a broader and more diverse audience.
- Enhanced Brand Engagement Through Experiential Marketing: The on-site event in Times Square, combined with the digital campaign, provided hands-on engagement with the brand. Attendees received mooncakes, which amplified word-of-mouth and boosted social media engagement, deepening the connection between the brand and consumers.
Action:
- Brand and Cultural Promotion: Focused on blending high-quality product messaging with the rich cultural heritage of the Mid-Autumn Festival. The campaign highlighted the luxury positioning of the brand through compelling visuals and storytelling, making the cultural connection resonate with a diverse audience.
- Celebrity Partnership and Ad Production: Collaborated with a well-known Asian celebrity to produce a visually stunning ad that aligned with high-end lifestyle branding. The video incorporated cultural symbolism, enhancing the product’s exclusivity and appeal.
- Leadership and Team Coordination: Led the integration of photography, design, and production teams, managing the timeline to ensure all deliverables were ready for the Times Square launch. We built in time for pre-launch buzz using traditional media, social media, and influencer collaborations to deliver a cohesive, multi-channel campaign.