For the 2024 Chinese New Year, CDG Zig launched a Hongbao Draw giveaway, featuring 88,000 Zig Points, Takashimaya vouchers, and promo codes.
As a new campaign initiative, I worked with marketing stakeholder to develop clear, engaging visuals to effectively communicate the promotion across multiple platforms.
The Key Visual (KV) needed to differentiate itself from concurrent CNY campaigns. To achieve this, I incorporated a God of Fortune illustration with a location pin symbol, symbolizing prosperity and mobility.
This design choice ensured immediate recognition for ride users, reinforcing the theme of wealth and seamless transportation. The God of Fortune represents good luck and financial prosperity, while the location pin subtly connects to ride-hailing and movement, making the concept instantly relatable.
Additionally, the prize display—1st, 2nd, and 3rd place rewards—was structured in a clear and visually engaging layout, ensuring the key details were easy to read across different platforms.
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1. Develop a visually distinctive campaign KV that stands out from other CNY promotions.
2. Ensure instant recognition and relatability for ride users.
3. Optimize visual layouts across multiple platforms (social media, website, in-app) while maintaining clarity.
4.Keep the campaign engaging, festive, and user-friendly to drive participation.
Splash Ad
Webpage
Banner:
n-App
CDG Zig eDM
Social Media:
IG / FB
The campaign was highly successful, generating strong engagement and participation across platforms during the run of the campaign. This reflects the effectiveness of the design execution, reinforcing its impact on user engagement and brand awareness.
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