BBDO Singapore celebrates Chinese New Year with launch of ‘Gift Health. Gift Wealth.’ campaign for Walch
BBDO Singapore has launched a campaign for hygiene and home care brand Walch®, to boost hygiene practices and bring Walch® Speed Foaming Automatic Hand Wash into the homes of Singaporeans celebrating Chinese New Year to make sure they have a joyous, healthy and safe celebration.
Since Covid-19 begun in 2020, the new normal has impacted everyone – daily lives, rituals and gatherings have changed drastically and the virus remains a risk to many, so people have adapted their habits. In Singapore, everyone wears masks and has increased their hygiene practices, making sure they wash their hands on a regular basis.
When BBDO Singapore received the brief for the Walch® Chinese New Year 2021 campaign they seized the opportunity knowing they could make a difference to the lives of Singaporeans given the importance and relevance of Walch® products in today’s new normal.
This Chinese New Year will be different.
Due to travel and large group restrictions, it will be a challenge for friends and family to gather to celebrate Chinese New Year. BBDO Singapore cut through the clutter of CNY marketing and connected the dots between Walch®’s essential and relevant product, and people’s desire to be with their families this Chinese New Year. So the campaign tagline, “Gift Health. Gift Wealth.” was born from the belief that there is no greater wealth than health.
“We are delighted to be working with BBDO Singapore on such an important campaign”, said Alicia Liew, Head of SEA, Whealthfields Lohmann Singapore. “With the Walch® Chinese New Year 2021 campaign, we hope to make everyone excited to celebrate this occasion with their families and friends, even though we will be celebrating very differently, whether safely together in smaller groups or virtually online. We want to keep the tradition of gifting alive and inspire families to share Walch® as the perfect gift of good health with their loved ones.”
Guan Hin, Chief Creative Officer, BBDO Singapore, said: “Gifting in CNY is an important tradition. Giving a gift in today’s context needs to be relevant and useful. Walch® Speed Foaming Automatic Hand Wash might be an unexpected gift but it’s going to be the most meaningful gift of all.”
In order to bring the slogan ‘Gift Health. Gift Wealth.’ to life, BBDO Singapore used a family gathering on a video call to celebrate CNY highlighting the unique situation that many families will be gathering online rather than in person to celebrate CNY, hopefully resonating with everyone celebrating the festival this year.
The cross-channel campaign comprises bus stop 6-sheets, MRT platform screen door, digital and social media as well as various point of sales assets in Singaporean supermarkets, progressively rolled out until end Feb.