Challenge

For over 140 years, Eu Yan Sang has been empowering people to live the best quality of life through accessible healthcare, based on Traditional Chinese Medicine (TCM) wisdom.
However, their existing customers are aging, while they are struggling in expanding to new and younger generation market.

After the pandemic of Covid-19, people is being more health conscious, thus, there are more players exist in the market.

Tigerwolves was appointed to launch their Chinese New Year Campaign. We were expecting to grab more market share in Chinese New Year Gift.

Objective

To overcome the aforementioned challenges, we are given the following KPIs:

Tigerwolves was appointed to launch their Chinese New Year Campaign. The campaign objectives are:
Grab more market share in Chinese New Year Gift by:

1. a) Retain existing Customers – Baby Boomers
2. b) Expand to Working Adults (Gen Y)
   c) Create Awareness to Gen Z

Big Idea

We modernized the CNY packaging design by introducing a Blind Box concept, vibrant visuals, and engaging copywriting to captivate the younger audience. We also leveraged AI to create a Dragon Mascot, refining it with Photoshop for a fresh, appealing look.

Additionally, we produced a short film using AI, bridging the gap between Baby Boomers and Gen Y through an emotional narrative. The story emphasized that while AI can create wonders, it cannot replicate love (爱). It resonated deeply with audiences, especially those who lost loved ones during the pandemic, blending tradition, technology, and human connection.

To enhance the festive celebration, we collaborated with a content creator/YouTuber to produce a custom Chinese New Year song for Eu Yan Sang. We sought a creator who understands AI and trends, even exploring an AI singer to embody the Dragon Mascot’s voice. This approach successfully engaged younger audiences and amplified brand momentum.