River Hongbao 2023
Brand Expression & Identity | Video Production | Augmented Reality | Virtual Tour | Digital Marketing | Social Media Marketing | Media Buy | Web Design & Development | Game Development | Copywriting | Digital Display Panel
Singapore is one of the most multi-cultural societies in the world. International cultures have influenced our preferences and way-of-life. Chinese culture and traditions are slowly getting left behind.
River Hongbao is one of the most highly anticipated Chinese New Year events in Singapore. Its 37th edition will return to Gardens by the Bay in 2023. Come soak in the festive vibes and admire the magical charm of giant lantern sets depicting local culture and our way-of-life.
Campaign Results
1.8m
social media reach
650%
increase in TikTok followers
>1m
video views
500,000
on-site visitors
What We Did
Hyper-Realistic AR Filter on TikTok Customised with 3D Modelling Tools
The AR filter copies user actions and facial expressions; it opened up new ways for youths to express themselves during the Lunar New Year. Created by 3D Blender tool, and integrated into TikTok’s Effect House, users can access the filter directly from TikTok’s native app.
Features:
• Advanced motion detection and facial recognition
• Hyper-realistic expression
• Detailed textures and motifs
Island-wide Treasure Hunt
The start of the new year is a time when people seek blessings and good luck. So we decided to be part of that, by sharing our fortunes with visitors as a form of blessing.
We launched an island-wide treasure hunt, rewarding players who find our QR codes hidden all over Singapore.
Social Media Content Creation
Our TikTok content generated over 1.6m organic views over 15 days.
@riverhongbao 96.3 好FM DJ Li Yi tells us more about the fortunes of those born in the year of the dragon🐉 #RiverHongbao #ChineseNewYear #Zodiac ♬ original sound - riverhongbao
@riverhongbao Replying to @lauirene728 Based on the zodiac forecast, those born in the year of the Dog are set to have a promising year ahead! #RiverHongbao #ChineseNewYear #Zodiac ♬ original sound - riverhongbao
Social Media Livestream
• Live performances from Gardens by the Bay outdoor stage
• Celebrity gameshow
• Studio concert
• Feng Shui predictions for the Year of the Rabbit
VR Exhibition
We re-created the on-site exhibition in immersive virtual reality accessible through the website. Visitors can freely explore the space and interact with interactive features embedded in various parts of the exhibition.