ELLGY PLUS FESTIVE CAMPAIGN
Turning Chinese New Year festivities into sustained digital engagement and sales through cultural storytelling and gamification.
ROLE
Art Director
DURATION
8-week seasonal campaign (CNY 2023)
PLATFORM
Digital-first with gamified microsite hub
REGION
MALAYSIA
PROCESS JOURNEY
OBJECTIVE & CHALLENGES
Build brand trust and drive product consideration during the competitive festive season
Peak-Season Penetration
Drive brand awareness and qualified leads during CNY’s highest spending period.
Authentic Cultural Resonance
Build genuine festive engagement in a market where 80% of Malaysians share festive celebrations online.
Digital-First Conversion
Translate online participation into in-store and pharmacy sales through meaningful incentives.
CREATIVE APPROACH
Celebration Over Hard-Selling
CNY campaigns work best celebrating togetherness and prosperity. We used playful isometric illustrations to depict a vibrant festive village, filled with warmth, joy, and shared moments.
Blending Tradition with Modern Design
As Art Director, I led the creative vision and collaborated through multiple iterations. The campaign combined genuine cultural charm with a contemporary twist, ensuring relevance while optimizing for organic social sharing.
Reward-Driven Engagement
Mini-games and progressive rewards turned passive viewers into active participants, driving social competition and brand interaction.
WHAT I DID
Campaign Strategy & Cultural World-Building
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Led visual strategy from concept to execution.
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Designed the festive village world and character system anchoring cultural authenticity with Ellgy Plus’ positioning.
Integrated Experience & Creative Leadership
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Built a mobile-first gamified microsite ecosystem.
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Guided a multidisciplinary team through iterative sprints across social, microsite, and activation touchpoints.
Performance-Driven Optimization
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Developed a retention-focused social calendar.
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Made real-time creative pivots to improve engagement while preserving festive relevance.
THE EXPERIENCE
CAMPAIGN LANDING PAGE
The “Gong Xi Hop Chai” microsite acted as the campaign’s central experience, welcoming users into a lively digital village and rewarding participation with tangible incentives.
Lively Digital Village
Bold CNY visuals, animated characters, and clear CTAs to start earning rewards.
Story-Driven Mechanics
Character-led missions encouraged weekly returns for new rewards and leaderboard climbing.
Reward & Discovery System
Users uploaded receipts for points, redeemed vouchers, and explored products via direct retailer links.
MOBILE DESIGN
SOCIAL CONTENT AND PERFORMANCE MARKETING
On social, we embraced festive energy with bright, character-led visuals that mirrored the microsite's vibrant world. Each post drove interaction, reminding users to join, submit, and claim rewards. Our Instagram and Meta strategy used festive prompts and clear CTA to drive microsite traffic.
Retention Strategy
Countdown posts built hype, winner updates sustained momentum, and tutorials simplified participation.
Shareable Content Design
Cheerful in-feed content highlighted key benefits for new and returning users.
Cultural Relevance
Bunny mascots and CNY visuals reinforced cultural authenticity and festive appeal.
CAMPAIGN RESULTS
BRAND POSITIONING THROUGH DESIGN
The festive village world shifted Ellgy Plus’ perception, from functional healthcare to a brand that understands Malaysian celebrations.
CONVERSION-DRIVEN AESTHETICS
Every visual choice balanced emotion and action:
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Warm palettes increased dwell time
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Strategic CNY red accents drove CTA visibility
COMPETITIVE DIFFERENTATION
While competitors relied on stock CNY imagery, the custom isometric world created immediate brand recognition in a saturated market.
STRATEGIC CREATIVE INSIGHTS
DESIGN THINKING THAT TURNED FESTIVE MOMENTS INTO MEANINGFUL UX
Balancing Joy with Business Results
The campaign showed me that UX is emotional as much as functional. Every element from character prompts to rewards, was crafted to feel festive and intuitive, creating a digital celebration that drove real participation and business impact.
Leading Without Big Budgets
With limited offline support, success relied on experience design and cultural relevance. Partner pharmacies amplified reach by displaying QR-coded rack cards and promoting the campaign through their own channels.
Cultural Intelligence as Strategy
When pushed toward harder product messaging, I championed the celebration-first approach by tying engagement metrics to outcomes. Users sharing family moments with our bunny mascot proved emotional resonance outperformed feature-heavy content.
