5 February was the first working day of the Year of the Snake. After the extended Chinese New Year (CNY) holiday and a compensatory working day on Saturday, many workers are, understandably, reluctant. Companies and brands, of course, are taking the opportunity to not only boost morale but also to market themselves.
Food and beverage brand Yili, best known for its milk and dairy products, launched an out-of-home (OOH) campaign in Beijing with billboards and wallscapes in a subway station, a paper calendar set with motivational quotes (that also advertises Yili products), as well as a tote bag, all around the theme of “have some milk before going to work”. In the busy Shaoyaoju station, commuters can be touched by the punny copies, as well as being in with the chance to win a calendar or tote bag. The campaign aims to provide emotional value for workers.
Leading Chinese coffee chain Luckin Coffee launched a new phase of its Line Puppy (Maltese) collaboration on Wednesday, this time in live action. Along with the illustrated and animated stickers featuring the cute drawings of the Maltese and its Golden Retriever bestie, Luckin brought two actual puppies to their office. The vlog Luckin shared on social media not only boosted the morale of its own staff but many in China while advertising for its “little white pear” collab item with the IP.
In other news, Lei Jun, president and CEO of Xiaomi, also one of the top influencers on Douyin, TikTok’s Chinese sister app, handed out red envelopes to returning employees on the first working day. Tencent employees are also reportedly getting Red Packets on WeChat after returning to work on 5 February. The first working day is being shaped into another special occasion this CNY season.
