Sending New Year greetings to the elders in the family, or 'Bai Nian', is one of the most important rituals on the first day of the Lunar New Year. To Chinese people living abroad, video calling is the only method to do so.
Naturally, every telecom brand is going to leverage this moment. Then how can Rogers stand out and resonate with the audience more?
Typically, TVCs targeting Chinese audience are in either Mandarin or Cantonese. However, instead of Mandarin, Chinese people mostly likely would use their respective dialects when talking within their own families, especially to old generations.
With this insight, we created this short but heartwarming video featuring a series of New Year greetings in five commonly spoken dialects. The voice was playing the major role here, while the visual was merely stock footage.
A radio spot was also created using the same greetings in dialects.
Greetings (Mandarin) - 15 seconds
