Red Packet: Launching a gift experience in Hong Kong

The Warc Prize for Asian Strategy is Asia’s first competition set up to reward brilliant strategic thinking in marketing. Marketers and agencies across Asia (excluding Pacific) were asked to submit case studies that demonstrated how insight and strategy had solved a business problem. The cases had to show what the problem was, the strategy that was developed, how that strategy was brought to life and the results it delivered. The Prize was judged by a panel of senior clients and agency-side strategy experts, using the following weighting: quality of insight (15%); quality of strategic thinking (40%); implementation (15%); performance against objectives (20%); lessons learned (10%).

For more information on this annual prize, please visit www.warc.com/asiaprize.

Campaign Details

Advertiser: Red Packet
Agency: Fluid
Brand: Red Packet
Campaign duration: December 2009 - December 2010
Country: Hong Kong
Media budget (USD): Up to 500k
Channels used: Branded content, Email marketing, In-store, Internet display, Internet microsites, Magazines (consumers), Newspapers (national), Newspapers (local), Packaging, Public relations, Product development, Product placement, Sales promotion, Social media, Sponsorship (event or property), Word of mouth

EXECUTIVE SUMMARY