Because giving red envelopes with lucky money is a staple tradition of Chinese New Year, our creative idea was to transform this tradition in a way that would align with Coke’s brand objectives. Youku digital video platform teamed up with China’s #1 mobile payment app – Alipay – to design the campaign. With Alipay’s technology we created a way for the brand’s Chinese New Year mascots, A fu and A jiao, to deliver red envelopes through mobile apps. The Chinese New Year audience became aware of A fu and A jiao through mass media exposure. The two mascots came alive with AR technology when Alipay users scanned the side of Coca-Cola bottles. Following this, A fu and A jiao communicated with these users by sharing moments from the previous year and giving out red envelopes. Users could share these moments with their friends.

Coca-Cola launched its TV spot featuring A fu and A jiao one month before Chinese New Year. Youku distributed A fu and A jiao creative resources throughout mobile ad space and on OTT. The creative also appeared in OOH advertising and on over 100 million Coca-Cola special holiday themed bottles.

A fu and A jiao images featured a spot that Alipay users could scan. Furthermore, the LBS function on smartphones could direct users to the nearest Coke product. After scanning the image, they would be eligible to receive a lucky red envelope that contained holiday gift money.

Once scanned, these characters would come alive and talk to you directly. By tapping into data from your mobile phone, A fu and A jiao then reminded you of special moments you had in the previous year. They delivered lucky red envelopes and encouraged you to spend more time with friends and family.

Youku’s Chinese New Year campaign for Coca-Cola, featuring A fu and A jiao, generated 3.5 billion advertising impressions. Over 100 million people scanned A fu and A jiao and received personalized holiday greetings. Millions of red envelopes and holiday wishes were sent to consumers, shared with family and friends that created buzz on social media, and ultimately enhanced Coca-Cola’s brand equity during the holiday time. A fu and A jiao reminded their audience of the importance of togetherness with family and friends that is the true spirit of Chinese New Year.