As with every festive season, various advertising creatives and brands will try their hand in meeting their marketing objectives.

In celebration of the Year of the Rat, CNY campaigns can be seen all over our social media feed. Some managed to worm their way into our hearts, while others just call flat.

Source: Google Images

To quote Mumbrella Asia, there are 3 key ingredients that make a successful ad. They are:

  1. To take advantage of the season to boost sales and/or market share.
  2. To use a seasonal insight to change perception of the role of the brand.
  3. To be seen as part of a special time in people’s lives.

Have a nice little story in mind so that people will take notice, then offer a different perspective at this seasonal celebration. Create a character that we can all relate to, then slap on a promotion during the conclusion.

1. Watsons – Happy Beautiful Year!

2. Airbnb

3. Apple – Daughter

4. Huawei


5. Celcom – A Time for All

6. Maxis

7. Petronas – Bao Bei

8. Tenaga Nasional Berhad – Reality Not Virtual

9. Daikin – The Twins

10. Hong Leong Bank – The Grown Ups’ Table

11. RHB – Heart Baker

12. EcoWorld – Togetherness Is Happiness

13. Gamuda Land – Giving Hope, Receiving Joy

14. Setia Today – The Many Celebrations

15. Sunway – In The Air

16. Prudential

17. McDonald’s – Prosperity Begins With You

18. Eu Yan Sang

19. Grab – HUATever you want

20. Jinnyboy – Bakwa Fighters

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