Medibank wanted to reach out to the Chinese community during Lunar New Year, through a multi-channel approach that added value to the festive period in a unique and culturally significant way.
Capturing the Rooster’s vitality and energy, MultiConnexions created an integrated campaign centring around a colourful Rooster that stood out from the conventional sea of red that dominated the festive period. The campaign promoted a special Medibank Lunar New Year offer, which was rolled out through a competition across digital and social media, in-store activity and at selected local festivals. The message was also the theme of a fun cultural party for the Medibank team at their head office.
The campaign performed consistently above industry benchmarks, with the festival activations alone attracting more than 10,000 people who interacted with the installation.
Channels: Experiential, Festivals, In-store, Print, Digital, Social