• MercedesMe

Celebrating Chinese New Year with Mercedes-Benz in Vancouver

Project Description

The Challenge

For the second consecutive year, Mercedes-Benz Vancouver Retail Group wanted to offer a special thank you to their customers by celebrating Chinese New Year with a fun, online-to-offline (O2O) event held at their Aberdeen Centre location in Richmond. The client wanted a fun way to celebrate this important cultural event with their clients, while also expanding their reach on the social media channel WeChat.

LAT’S involvement

LAT created a digital “Wheel of Fortune” that visitors at Aberdeen Centre could spin for a chance to win one of six prizes: a golf set; water bottles; corkscrews; sunglasses; caps and lanyards.

Lucky draws ran over a four-day period, and were heavily advertised ahead on several influencers’ WeChat accounts.

To make sure everyone left with a gift, we also handed out the traditional hong-baos (red envelopes) of the season. Red envelopes are a crucial part of Chinese New year. Ours contained wishes for good luck, along with the Chinese characters 奔驰, which means ‘Benz’. On the other side of the card was a 2018 calendar to encourage clients to keep the item in their home all year.

 

Results

The WeChat account gained five times more subscribers compared to the same event last year showing that people are starting to know and look forward to the event! This enabled Mercedes-Benz Vancouver Retail Group to reach a wider and ever-growing Chinese audience on WeChat, their favourite social platform.