Ferrero Rocher’s challenge for this Chinese New Year was to increase brand relevance by making the product synonymous for good luck during the on going festivities. Sounds vague? We agree. So we dissected this objective and simplified our challenge – to squeeze the brand into a relevant spot amongst the consumers during these celebrations.
We dug a study that ranked Singapore as the country with the highest rate of Chinese Zodiac queries, all around the year. This number spiked up specially during the CNY period. We paired this insight with our challenge to turn our social content into an iFrame interactive app - The Golden Wheel of Fortune.
An app that invited consumers to check their horoscope predictions for the coming year as they learnt how to craft their zodiac signs into mini origami sculptures using the classic Ferrero Rocher Wrapper. When they were done reading, we enabled them to extend the experience to their loved ones by customizing their CNY greetings and sharing it forward.
In a nutshell, we took commonplace practice of reading horoscope on TV and newspapers and squeezed ourselves within the on the go moments of our consumers’ lives.
Art Directors: Harshmeet Kohli, Danielle Tong
Copywriter: Harshmeet Kohli
Feng Sui Master: David Tong
All material produced is a copyright of Grey Group Singapore.