Supermarket chain Giant has released a new Lunar New Year (CNY) campaign featuring influencers such as Debbie Soon and Jianhao Tan, in addition to a catchy music video.
The campaign, titled “How GIANT is your Huat?”, is anchored by a music video directed by Tan, which features influencers Tan, Soon and Ridhwan Azman, gamer Julynn Lau and entrepreneur Denise Soong. , starring Titan Digital’s Vincent Sin and Kevin Foo..
In the video, the group dances inside a Giant supermarket while Giant sings about what is available in Chinese Yuan and the fact that they are “ready” for the festival.
Don’t miss: Revealed: Singapore’s Most Influential Influencers in 2023
The video then shifts to a house where the group is hosting a RMB meal. Celebrating together around the table, they sing about how important the little things are in festivities, and how Giant has everything it takes.
The video also anchors the iconic bright green Lamborghini on the tongue, matching the hue of the Giant logo. As the video ends, Tan, Soon and his team are seen dancing around a car outside a supermarket wearing pink traditional costumes.
A Giant spokesperson said, “This campaign is a disruptive initiative that engages and excites Singaporeans through various initiatives and communications that will help Singaporeans measure and create more ‘Huat’ in the coming New Year.” “We will adopt innovative marketing strategies to spread positivity and joy.”
“It was a really fun way for Giant to launch this CNY brand as an adjective for our big idea and hope that in 2024 everyone will have a Giant hat,” she said.
In addition to the video, Giant is also running a six-week “Huat Deals” initiative with Yuu. The “Giant x Yu Heart Meter” travels through eight Giant stores, and shoppers who are Yu members can win up to 8,888 Yu points and Giant gift certificates just by standing up and shouting “Ha!”.
“In the typically cluttered environment of the Chinese renminbi, we wanted to prioritize Giant’s visibility and presence and create an approach to our target audience,” the spokesperson said, targeting Tan and Soon. He added that they are a young family like Mr.
Along with the video’s release, MARKETING-INTERACTIVE spoke to the video’s director, Tan, to learn more about how the video came to be.
Marketing Interactive: How did you and your team come up with the concept for the video?
Tan: Over the years, we have produced several music videos on this channel. 10 years ago, before the popular series started titan academy, and produced several music videos. That’s when people started paying attention to this channel. In this video: titan academy Appeared in a special MV for Lunar New Year.
It started with a strong color association: my green Lamborghini Huracan Evo and Giant’s green logo. We started talking because I thought it would be really fun to put a Giant logo decal on my car.
Then it got bigger and bigger, and we requested a lion dance, a dragon dance, more locations, dance choreography and a catchy song, and it all came together.
Marketing Interactive: Which came first? Any campaign ideas or songs?
Tan: It started with a fruitful discussion with Giant about how Giant and Titan could partner on this year’s Key Content Production (KCP). The company was interested in exploring new and impactful formats such as music videos, so the entire song was hand-picked to fit the campaign’s objectives.
CNY is the time to make puns. This year is the Year of the Dragon, so at first I was thinking of a pun for “Long time no see” or “Long long time”. However, in discussions with her executive producer, she said that GIANT’s campaign would be about “How GIANT is your Huat?”
The Titan team had several internal discussions about what the title should be. I came up with some ideas that I knew were too crazy, but the executive producer almost fainted and just said, “You know what? length Follow the outline. “That’s when I realized…” length Like you, Huat’. We all agreed to it right away.
When it came time to write the song, we knew we wanted something different and it would be fun to modernize Chinese New Year with a song that incorporates elements of dance, rap, K-pop, etc. We all agreed on that.
Marketing Interactive: What was the filming process like?
Tan: Throughout the process, Giant was absolutely encouraging every step of the way. There were also one or two lines that we came up with that fit the rhythm perfectly.
This made the process very smooth as they were clear about what they wanted at every stage and gave us full creative control. There was not a moment of confusion. Everything was recorded, shot and edited in his 12 days.
Marketing Interactive: What do you hope your audience will get from this partnership?
Tan: That Giant has the freshest tiger prawns for RMB! But really, I hope we were able to inspire and create joy for our viewers. Masu. We also want to encourage creators and brands to make positive noise, push boundaries, and reinvent the wheel when necessary.
Join us on #Content360 from April 24th to 25th. This event is his two-day celebration centered around his four main thematic pillars: Insight-based strategies. Content as an experience. And embrace the future. Learn how to curate content with creativity, critical thinking, and confidence with Content360.
Related article:
Petronas tackles renminbi challenges with heartwarming film
Bumble lets users express their love this CNY and Valentine’s Day with Lohei Spins
Here are the best RMB ads in Malaysia in 2024