To make Leon’s part of Chinese families through a Chinese New Year campaign. The motive behind this objective was to strengthen the bond between Leon’s and the Chinese community.
Like a heart and money emoji which express love and prosperity, many traditional Chinese motifs and elements represent love and prosperity, which hold great significance during Chinese festivals.
We wished the Chinese community a prosperous Chinese New Year through symbols of prosperity. This campaign inspired additional necessary marketing efforts to wring out more opportunities that reached not only the Chinese but also the South Asian community.