CNY ‘Bring Happiness Home’ campaign returns with an integrated edge revolving around ‘Pepsi Delivering Happiness’ lead by DDB Shanghai

As Chinese New Year draws closer, PepsiCo’s annual event “Bring Happiness Home” takes festivities up a notch with a whole new level of integrated elements that have never been done before. It revolves around the core idea of ‘Pepsi Delivering Happiness’, thoroughly utilizing various media platforms to build creatively hard-hitting promotional channels that drive the message straight into consumers’ hearts.

The mini movie and TVC is essentially a reel of highlights from the whole event. This time round there is not only a celebrity-ridden four-episode mini movie along with the 2014 TVC and theme song music video featuring Harlem Yu, Momo Wu, Huang Xiaoming and Ai Fei, but also a charity program “Bring Happiness Home – Care Packages for Mothers”, which features new Internet technology on a Tmall platform. In addition, the “Pepsi Delivering Happiness” campaign site was also launched on the popular video site Tudou.

“Bring Happiness Home” campaign has been running for two years now. It has being widely recognized as a year-end highlight in China’s food and beverage industry, while it has already become a classic and a tradition of PepsiCo China.

“2014 marks the third year of the annual campaign and this time, we invited many partners to collaborate in building it up. It’s not only about bringing happiness home —  it’s also about the importance of delivering it. We are happy to see that every single partner and agency has illustrated the idea perfectly, ” Richard Lee, chief marketing officer of PepsiCo Greater China said.

Civilization is the agency behind all the videos and Razorfish is the agency in charge of all the social elements of “Bring Happiness Home”. Agenda is the agency behind the Tmall site; meanwhile, DDB Group Shanghai is the agency responsible for the digital parts, including the campaign website on Tudou, the Wechat platform and the online couplets game.  

“‘Pepsi Delivering Happiness’ encourages everyone to participate. Through this we hope people will be called to action and be inspired to get involved to help make sure everybody enjoys a meaningful and fruitful New Year celebration. Chinese New Year is a tradition that runs through all our veins; the saying goes, ‘Whether near or far, home is still home. Whether big or small, happiness is still happiness.’ We hope to pass on this philosophy and bring happiness to everyone’s lives while encouraging them to bring happiness to others – ultimately making it a lifestyle and core value for the Chinese society,” Lee added.

The mini movie was aired on the day of the campaign site launch this year and compared to the ones before, it saw an influx of celebrities: Chinese actor Zhang Guoli takes lead role with fellow A-listers Louis Koo, Jolin Cai, Show Lo, Huang Xiaoming, Yang Mi, Amber Kuo, Chinese Idol personality Ai Fei, Voice of China star Momo Wu as well as singers Harlem Yu and Wang Bojie. The five comedic hosts of popular Hunan TV show ‘Happy Camp’ also make a debut in the “Happy Supermarket”episode and along with this rich cast of personalities, stories of friendship, love and families are brought to life. The videos are supported by interactive social media platforms and users get a chance to win an iPad by sharing the videos on their own social media. PepsiCo is giving away one iPad a day to fervent participators.

Sina Weibo and Tencent Wechat are the two main social platforms featured throughout the campaign for Internet users to interact on.

Bring Happiness Home by sending love to mothers in need

As part of the ‘Bring Happiness Home” 2014 campaign, a charity event “Bring Happiness Home – Care Packages for Mothers” was kicked off at the end of December. On the PepsiCo Tmall platform, a new online charity drive encourages people to help mothers in need in the spirit of the campaign. It only takes RMB 2 to start the cycle of happiness and once a donation of RMB 200 is reached, a care package is sent over to help poor mothers have a happy new year.

“Whether near or far, home is still home. Whether big or small, happiness is still happiness.” This is the core philosophy behind China’s first trans-boundary charity event that was put forward by China Women’s Development Foundation, PepsiCo, and Tmall. Through an all-accessible and user-friendly Tmall page, people can easily send arrange their donations and the platform always allows people to keep track of care packages, ensuring transparency and accountability.

Bring Happiness Home with your well wishes

On December 20th last year, PepsiCo launched the public Wechat account for “Bring Happiness Home”, encouraging people to add a personal touch to their messages. New technological features have gained popularity for this particular Wechat feature – followers can send their own voice recordings to the account and they will be instantly remixed into a customized version of the “Pepsi Delivering Happiness” theme song, encouraging users to share unique messages with loved ones and pass along a fun experience for others to play with.

Riding the launch wave of the digital hub on Tudou, a fun couplet-writing game has also caught the attention of mobile users. As one of the cultural gems of China, couplets have always been a popular way to get creative. The rules are simple: Cartoon celebrities hold up one half of a couplet and users who come up with a creative response for the other half quickly enough have the opportunity to win more prizes. The platform also encourages social media sharing for users to get friends and family to play together.

Credits: Mini movie and TVC: Civilization. Theme Song video: Civilization. Tmall: Agenda. Social: Razorfish. Campaign website:  DDB. Wechat: DDB. Interactive Game: DDB.