Eu Yan Sang campaign taps into emotions

Chinese medicine retailer Eu Yan Sang has launched an integrated Chinese New Year campaign across Hong Kong and Macau by tapping into the emotional side of the festive period.

The Chinese way to say “I love you” presents itself in many complex forms but is rarely obvious, says the company. At heart, its campaign focuses on “unspoken feelings” between generations, recreating relatable scenarios that show how traditional Chinese families tend to not openly say how they feel, but express affections in their own way. These can include expressing disapproval under the guise of encouraging strength and growth, or discreetly taking care of family problems.

“We intend to connect with our audience by bridging an ‘unspoken’ gap between generations,” says Eu Yan Sang Trading (Hong Kong) MD Richie Eu of the campaign.

“As an 138-year old company, we’re honoured to have supported the health and wellbeing of generations. This campaign underlines our commitment in continuing to be progressive and modern, while remaining authentic and relatable.”

In the hands of creative agency Constant, the campaign includes online, social, print and MTR advertisements, and runs until tomorrow week.


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