ELLGY PLUS FESTIVE CAMPAIGN
Dive into the Chinese New Year festivities with Ellgy Plus’s fun-filled digital campaign, "Gong Xi Hop Chai!" This vibrant campaign featured an engaging microsite packed with mini-games that rewarded users with exclusive gifts. It was a delightful way to celebrate, boosting sales while showing Ellgy Plus’s heartfelt appreciation for its valued customers.
OBJECTIVE
Our goal is to boost brand awareness among new audiences while converting both new and existing customers. We aim to drive traffic to the microsite to encourage product consideration and conversions.
CHALLENGE
The lack of offline marketing support for online initiatives, combined with many competing brands and low brand awareness, creates significant challenges for effective customer engagement and growth.
FINDINGS
Chinese New Year campaigns in Malaysia resonate strongly when they celebrate togetherness and prosperity. Research highlights include:
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Consumer spending spikes 30–50% during Chinese New Year.
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Over 80% of Malaysians share festive celebrations on social media.
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Campaigns leveraging festive themes see around 20% higher brand recall.
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Nearly half (50%) of festive shopping happens via mobile devices.
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70% of consumers feel more connected to brands authentically celebrating local customs.
CREATIVE APPROACH & ART DIRECTION
Blending cultural tradition with modern branding can be tricky... You don't want visuals to feel outdated, yet authenticity is essential. For Ellgy Plus, we embraced playful isometric illustrations depicting a lively, festive village celebration bustling with warmth, vibrant interactions, and joyful moments of togetherness.
As Art Director, I set the creative vision, collaborated closely with the team through multiple iterations, and ensured we captured genuine cultural charm with a contemporary twist. The vibrant, cheerful visuals were optimized for social and mobile platforms, making the campaign feel fresh, relatable, and share-worthy.
THE EXPERIENCE
CAMPAIGN LANDING PAGE
The “Gong Xi Hop Chai” microsite served as the campaign hub, welcoming users with character animations and guiding them through festive mini-games. Completing the games unlocked vouchers, driving engagement, and reward-driven participation, while boosting client's sales.
Homepage
A lively digital village welcomed users with bold Chinese New Year visuals, playful character animations, and a clear call-to-action to begin earning festive rewards.
Story-Driven Interactions
The microsite was built around character-led prompts and game-like missions, encouraging users to explore, participate, and return weekly to engage with new rewards.
Reward System & Product Discovery
Users could upload receipts for extra points, climb the leaderboard, redeem weekly vouchers, and explore product highlights with direct links to online retailers.
MOBILE DESIGN
SOCIAL CONTENT AND PERFORMANCE MARKETING
On social, we leaned into festive energy with bright, character-led visuals that mirrored the microsite’s vibrant isometric world. Each asset was designed to drive interaction, reminding users to join, submit, and claim rewards. Countdown posts built anticipation, while winner announcements sustained momentum. Tutorials simplified game mechanics and submission steps, making participation easy and inviting.
In-feed content highlighted product benefits and campaign features in a cheerful, shareable format. Our paid strategy focused on Instagram and Meta platforms, driving traffic to the microsite with festive prompts, reward-led messaging, and a clear call-to-action to play and win.
Retention Strategy
Countdowns, weekly reminders, and announcements were timed to keep audiences returning, sustaining campaign visibility and momentum.
Engagement Tactics
Tutorials and product storytelling made the campaign experience easy to join, fun to follow, and shareable for old and new users.
Cultural Relevance
Bunny mascots, festive icons, and CNY visuals rooted the campaign in local tradition, making Ellgy Plus feel timely and familiar.
CAMPAIGN RESULTS
ROLE
ART DIRECTOR
CAMPAIGN IDEATION & STRATEGY
Developed the campaign’s core idea using festive trends, consumer data, and social listening, balancing cultural relevance with interactive, product-led engagement.
ART DIRECTION & MICROSITE DESIGN
Directed the overall visual style. Co-designed the microsite with with a team of designers, ensuring consistency, clarity, and festive charm across all layouts.
CONTENT STRATEGY & EXECUTION
Built a cohesive narrative across social and digital, overseeing the design of campaign assets, tutorials, and ad content to drive awareness and participation.
DESIGN THINKING THAT TURNED FESTIVE MOMENTS INTO MEANINGFUL UX
This campaign reminded me that good UX isn’t just functional, it’s emotional. Every part of the microsite, from character prompts to the reward loop, was designed to make users feel festive, guided, and rewarded. It was a digital celebration built for participation, not just aesthetics.
Balancing joy with ROI was the core creative challenge. Without offline support or strong brand familiarity, we relied entirely on experience design to drive engagement. The mascots, visuals, and copy weren’t just charming, they worked hard to retain users and nudge behaviour.
As Art Director, I led both vision and execution, co-designing the microsite while directing the creative across social and digital. Just as critically, this project was built on close collaboration: with account managers on timelines and client strategy, with the performance team on what content needed to convert, and with developers to bring the experience to life without compromise. Leading this campaign meant steering the big picture while staying deeply involved in the craft and making sure every interaction earned its place.
