Coach engages Weibo fans with ‘Red envelope’ campaign by TBWA Tequila

Coach has 61 stores across China, as well as a growing presence on Weibo, which currently has 260,000 fan followers. TBWA Tequila Hong Kong and TBWA Tequila Shanghai, which have been working with Coach as their retained digital agency since September 2011, created this campaign.

The campaign, centered on the Coach China website, enables the brand's Weibo fans to write their own CNY messages or choose from a template of traditional greetings to share with their friends, displayed against an animated backdrop of swirling red envelopes.

The fans can then access the Weibo platform to share their messages with up to three friends, or send their messages via email.  Messages sent via Weibo will appear in a closed red envelope, driving users back to the Coach website to view their bespoke messages. The campaign is also related to retail locations, where Coach is giving away red envelopes designed by the agency.

All sent messages are kept in a gallery, where users can decide to re-share their favourite messages, written by others.

“With the red envelope campaign, our aim was to help facilitate the messages our fans would be sharing with friends and family during the Chines New Year season,” said Mia Sun, digital director of Coach China. “Being a part of their celebration and well wishing is important to us as a brand, both in the offline and online space.”

 

CREDITS:

Project Name Red Envelope
Creative agency TBWA Tequila Hong Kong and Shanghai
Client Coach China
Executive creative director Mark Ringer
Creative director Lincoln Damen (Hong Kong)
Art director Coin Qian (Hong Kong)
Senior digital producer Anne Chan (Hong Kong)
Head of digital Luke Eid (Hong Kong), Scarlett Lok (Shanghai)
Account director Jocelyn Liipfert (Hong Kong), Adrian Looi (Shanghai)
Account manager Christina Suen (Hong Kong)
Account executive Angela Xu (Shanghai)
Duration Chinese New Year, January 2012
Exposure Digital