Smart Marketers Ring in Year of Tiger by Being Aggressive

A Look at North American Ads Celebrating Lunar New Year

By Published on .

Bill Imada
Bill Imada
Feb. 14, 2010, is St. Valentine's Day. Millions of people, like you, will mark this day with flowers, chocolates and special evenings with loved ones. But there is also another holiday that will be celebrated on this special day: Lunar New Year.

Instead of millions, more than a billion Chinese, Vietnamese and other Asians will celebrate the beginning of the Lunar New Year with family meals, festivals, parades, gifts and more. Here in North America, smart corporate marketers are ringing in the Lunar New Year with special holiday ads and promotions to recognize the growing importance of this holiday to their Asian and Asian-American/Canadian customers.

Thanks to the support of my colleagues in the advertising community and the Asian American Advertising Federation (3AF), I am able to share some of the great work that is being done to commemorate the Lunar New Year and the venerable Year of the Tiger. If you scroll down, you'll see some examples of advertising and promotional material that has been developed just for this special occasion. These ads represent only a fraction of the ads that are being produced by corporate marketers throughout North America, Europe, Australia, South America and Asia.

So what's in store for corporate marketers during the Year of the Tiger? While opinions vary, many civic and community leaders believe that corporate marketers will need to be aggressive in 2010. Tigers are strong, robust animals. Corporate marketers should show their stripes by emulating the strength, resilience and prowess of this symbolic icon from the Asian zodiac. Tigers are opportunistic animals, waiting for just the right time to seize upon their prey. Corporate marketers should recognize that waiting too long on the sidelines isn't going to bring them wealth or prosperity. Clearly, the corporate marketers that have developed these ads and promotional material exhibited below aren't waiting to attain greater market share with ethnic consumers. Instead, they are already immersed in and searching for additional ways to build brand trust and equity among the large and growing Asian markets here in the U.S. and Canada.

Gung Hay Fat Choy!
Gong Xi Fa Cai!

Comcast

Title: Comcast Chinese New Year promo print ad and direct mailer
Client Name: Comcast
Agency Name: T.D. Wang Advertising Group, LLC, Seattle, Wash.
Creative Director: Becky Lewis, International Media Distribution
Account Director: Rebecca Deng


MassMutual

Title: MassMutual Lunar New Year greeting Ad, Korean version
Headline (English back-translation): Wishing you good fortune and prosperity in the New Year
Client Name: MassMutual
Agency Name: Admerasia, Inc., New York
Creative Director: Tuan Pu Wang
Associate Creative Director: Kai Po Leung
Designer: Ruth Ong
Copywriter: Dennis Clemente
Account Director: Yi Ping Lee


California Bank & Trust

Title: Serve All Generations
Client Name: California Bank & Trust
Agency Name: ES Advertising, Los Angeles
Creative Director: Jun Hasunuma


Time Warner Cable


Title: New Tiger
Client Name: Time Warner Cable
Agency Name: ES Advertising, Los Angeles
Creative Director: June Hasunuma
Art Director: Bobby Vu


Citibank

Title: Citibank's The Year of Tiger promotion ad. Chinese/English Version
Headline (English B/T): Year of vitality. Year of roaring possibilities
Client Name: Citibank
Agency Name: Admerasia, Inc., New York
Creative Director: Tuan Pu Wang
Associate Creative Director: Orlando Lin
Designer: Yukari Ninomiya
Copywriter: Dennis Clemente
Account Director: Tommy Ng
Account Supervisor: Aileen Liao
Account Executive: Clara Lee


Bank of America

Title: Year of the Tiger Calendar
Client Name: Bank of America
Agency Name: APartnership, New York
Creative Director: Steve Lam
Art Director: Maggie Hsueh
Copywriter: Sherry Chin
Account Supervisor: Erwin Falcon


Southwest Airlines

Title: Fortune's Arrived
Headline (English B/T): Good fortune has arrived. Welcome.
Client Name: Southwest Airlines
Agency Name: DAE, San Francisco
Creative Director: Sunny Teo
Art Director(s): Sunny Teo, Shinji Hasegawa
Copywriter: Dennis Chang, Roger Richards
Account Service: Edward Fung


State Farm

Title: The King
Headline (English B/T): Through the King's protection you can find peace and prosperity
Client: State Farm Insurance
Agency Name: interTrend communications, inc., Long Beach, Calif.
Creative Director: Stephanine Pao
Art Director: Jeffrey Ma
Copywriter: Stephanine Pao
Account Director: James Kulp


Tridel

Title: Tridel Chinese New Year greetings
Headline (English B/T): Welcome to the Year of the Tiger; Welcome to prosperity.
Client Name: Tridel Corp.
Agency Name: Dynasty Advertising & Communications, Toronto, Canada
Creative Director: Doris Chan
Art Director: Doris Chan
Copywriter: Pierre Tang
Account Director: Albert Yue, Wendy Fok


London Life

Title: Freedom 55 Financial Chinese New Year greetings
Headline (English B/T): Meticulous and thorough, with threads and stitches, weaving out an ideal life
Client Name: London Life Insurance Company
Agency Name: Dynasty Advertising & Communications, Toronto, Canada
Creative Director: Charlie Ho
Art Director: Charlie Ho
Copywriter: Pierre Tang
Account Director: Albert Yue, Allie Yeung


MetLife

Title: Chinese New Year
Headline (English B/T): Fortune Tiger welcomes the Spring Celebration (New Year) bringing you prosperity and hope
Client Name: MetLife
Agency Name: IW Group, Inc., Los Angeles
Creative Director: John Leewong
Art Director: Edwin Chiu
Copywriter: Jephenny Cheng
Account Director: Betty Kao


Wells Fargo

Title: Cherry Blossom
Headline (English B/T): May you prosper in the Year of the Tiger
Client Name: Wells Fargo
Agency Name: DAE, San Francisco
Creative Director: Sunny Teo
Art Director: Gigi Lam, Shinji Hasegawa
Copywriter: Dennis Chang, Cindy Chan, Roger Richards
Account Service: Lilian Lee, Edward Fung


American Express

Title: American Express Chinese New Year Gift Card
Headline (English B/T): The Sought After Gift in the Year of the Tiger
Client Name: American Express
Agency Name: Kang and Lee Advertising, New York
Creative Director: Tammy Ho
Art Director: Kalun Nam/Albert Tsang
Copywriter: Madeleine Truax
Account Management: Kathrine Ferrari


Allstate

Title: Tangerine Abacus
Headline (English B/T): Plan for the Year, (To Bring) Auspiciousness and Abundance
Client Name: Allstate Insurance
Agency Name: Kang & Lee Advertising, New York
Creative Director: Tammy Ho
Art Director: Albert Tsang
Copywriter: Phoebe Wung
Account Management: Mindy Tan


Coca-Cola

Headline (English B/T): Year of the Tiger 2010
Client Name: The Coca-Cola Co.
Agency Name: IW Group, San Francisco
Creative Director: John Leewong
Art Director: Wonee Paek
Copywriter: Marty Lipkin
Print Production: Melissa Ross
Account Management: Charmaine David/Thuy Cao


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