Creating Emotional Resonance: The Secret to Break the Circle of Chinese New Year Marketing for OIWAS
Chinese New Year, as the grandest traditional festival of the Chinese nation, is a key moment in the marketing strategy of major brands throughout the year. This holiday is not only the peak of national consumption, but also a golden moment for brands to connect with consumers emotionally.
The Spring Festival of coincided with the 30th anniversary of the establishment of OIWAS, and the brand 2025 took "able to hold the world" the as the emotional container of emotional container, and skillfully through the combined the product with the emotional needs of returning home in the Spring Festival three-dimensional Spring Festival marketing campaign of "technology + emotion", which not only touched the heartstrings of consumers, but also successfully pushed the brand to the center of the holiday topic. Through the unique "Technology + Emotion" three-dimensional Spring Festival marketing campaign, unique the brand not only touched the heartstrings of consumers, but also successfully pushed the brand to the center of the holiday topic, realizing both commercial growth and brand value enhancement.
Innovative brand presentation, integrated into the holiday scene
With the core concept of "OIWAS，PACK YOUR WORLD", OIWAS combines the CGI video with the product features, integrates the 30th anniversary elements, and taps into the warm memories of amplifying the locality, which deeply interprets the brand concept of "OIWAS，PACK YOUR WORLD", and tells the brand story to bring the audience closer to the psychological distance. It tells the brand story and draws the psychological distance with the audience.
The video was inspired by the helicopter "drop" and the giant cruise ship, both of imply "homecoming" and "peace of mind", and expresses the good wishes of a smooth journey and a safe journey for users. It is a natural fit with the festive atmosphere of the Chinese New Year and has successfully triggered the emotional resonance of consumers.
In addition, OIWAS also actively combines with local culture, implanting the brand gene into the local cultural texture, and creating a cultural scene of emotional symbiosis with consumers through "localized narrative". In the cultural tourism landmarks of Shui Dong Street and Zhu Wu Lane in the Greater Bay Area, OIWAS uses the giant suitcase installation and mascot Huazai as the media, carrying the Chinese New Year imagery of "traveling bag" and "returning home", and even transforming into a stage for urban cultural performances.
By combining the "Elephant IP" with Lingnan architectural elements, the mascot "Hua zai" becomes a cultural messenger of the city, conveying the brand character of "heavy and reliable" and the regional spirit of "tolerance and openness". The mascot "Hua zai" is combined with Lingnan architectural elements, which makes the mascot "Hua zai" a cultural ambassador of the city, conveying the brand characteristics of "heavy and reliable" and the regional spirit of "tolerance and openness". The combination of the festive air model of the elephant IP in the installation and the beauty display with Chinese New Year blessings has become a hot spot in social media, attracting the participation and sharing of many consumers.
Multi-scene precise placement, hit the traveler's homecoming feelings
On the brandthe occasion of the 30th anniversary of the establishment of , OIWAS has also made great efforts in terms of placement. At the peak of Spring Festival, OIWAS made precise placement on airports, high-speed railway stations, elevators and other crowded areas to achieve high-density and high-frequency accurate coverage. With the power of the brand, it warmed the road home in Spring Festival, interpreting the temperature and height of the brand. From airports to high-speed railways, from cities to homes, the eye-catching "OIWASRED" makes consumers feel the warmth of the brand's companionship on their way home, which strengthens the emotional resonance of "returning home" during the Spring Festival.
OIWAS realized the goal of reaching users efficiently by integrating online and offline communication. Offline, the brand created an immersive experience in the form of CGI videos, beauty display installations and flash mob activities, which attracted many consumers to visit and participate; online, it encouraged users to generate UGC content through social media, which triggered enthusiastic discussions and retweets among netizens. In addition, OIWAS also utilized multi-platforms such as video number to divert offline traffic to online, forming a secondary communication and further expanding the brand's influence. This multi-channel layout not only enhances the brand's exposure, but also strengthens the user's sense of identity through interaction, accumulating more potential consumers for the brand.
"The heart of the people, not first to the feelings", emotion is the most easy to pull the heart, moving people, remembered in the heart. a brand If can move people's hearts in its marketing without being sentimental, it can easily capture the hearts of consumers. The 30th Anniversary Spring Festival marketing campaign of OIWAS has keenly captured this emotional demand and deeply bound the core value of the brand with the emotion of returning home in the Spring Festival. By conveying "If you can fit it inthe practicality of " and "Smooth Sailing" , the world is yoursthe emotional value of , OIWAS successfully aroused the emotional resonance of consumers, and an theseries of productsbecameindispensable part of the Chinese New Year narrative. This emotional touch not only deepened the emotional link between the brand and the users, but also made the hotness of the topic of AIWAS continue to rise during the Spring Festival.
The success of this marketing campaign proves that emotional resonance is the core of brand marketing, three-dimensional communication is the key, and long-term value precipitation is the goal. In the future, OIWAS will continue to transform the brand proposition of "If you can fit it in, the world is yours" into an emotional imprint in the hearts of more consumers and a spiritual partner in traveling with innovative marketing and quality perseverance.
OIWAS ，PACK YOUR WORLD !
