MAC COSMETICS
GRAB
NEW YEAR , NEW OPPORTUNITIES
CORE MEANING
Fundamentally , all festivals are about strengthening communal bonds . Understanding the meaning of a specific festival therefore means examining how that universal need is expressed and where it sits in relation to other cultural concepts .
WELCOMING GOOD FORTUNE
‘ Welcoming good fortune ’ is the central thread running through the entire Chinese New Year ( the flipside of which is to avoid bad luck ). Celebration itself is framed as a means of doing just that – by enjoying the previous year ’ s prosperity , celebrants can start on the right foot and ensure a bountiful year ahead . ‘ Welcoming good fortune ’ also underpins several facets of the social landscape , from the pressure to perform traditional roles ( e . g . observing hierarchy ) to maintaining family harmony , both of which are believed to ensure future success .
BRANDS
MAC COSMETICS
GRAB
Now we ’ ve outlined the meaning , let ’ s look at what different brands did in Singapore for the year of the rooster , before going into potential new opportunities .
When it comes to attracting customers in retail or transport , most brands chose to simply offer promotions . This arguably helps consumers welcome good fortune and celebrate prosperity , but brands are at a disadvantage if they don ' t make the connection explicit . Those who managed to stand-out with more innovative approaches . Uniqlo had a tombola lucky draw outside their Orchard Road store which connects very strongly to ' good fortune '. MAC Cosmetics surely helped consumers co-ordinate an auspicious outfit by redesigning their stores to coincide with their CNY collection . Grab had the innovative idea of allowing passengers to give digital hong baos coupled with tips for auspicious travel times , destinations , and directions .