Domino’s Pizza celebrates multiracial Lunar New Year in partnership with Havas Group Singapore

In a celebration of Singapore’s multiracial culture, Domino’s Pizza in collaboration with Havas Group Singapore launched a social media campaign that dropped the word ‘Chinese’ out of Chinese New Year to embrace an all-inclusive greeting – Happy Everyone New Year.

The content featured traditional Chinese idioms translated into Singapore’s other three national languages – Tamil, Bahasa Melayu and English. These illustrations included elements of Indian and Malay culture in their respective pieces, paying homage to Singapore’s eclectic mix of cultures. Influencers were engaged to drive user generated content for the best stories of inclusive Lunar New Year celebration. With the campaign #happyeveryonenewyear Domino’s Pizza engaged a mix of Chinese and non-Chinese ethnic personalities such as @naomineo_, @preetipls, @munahbagharib, @deekosh and shared their accounts of how they celebrated CNY over the years, be it with families or friends.

Linda Hassan, Senior VP, Marketing, Malaysia and Singapore, Domino’s Pizza said, “Singapore is a great example of a harmonious, multiracial and multi-religious society and we saw an opportunity to create a campaign that celebrates that essence by focusing on Chinese and non-Chinese nationalities. We feel this campaign adds to the festivities and further strengthens the cosmopolitan nature of Singapore society.”

“We enjoyed being a part of this campaign. It is relevant and in sync with Singapore Chinese community that has embraced integration and togetherness as echoed by our Prime Minister Lee Hsien Loong in his Chinese New Year Message for 2019,” added Kenny Yap, GM Social & PR of Havas Group Singapore.

To date, the content has reached over 600,000 fans, and achieved close to 50,000 likes and 240 comments, including stories on inclusive new year celebrations.

Credits:

Social Manager: Dinnie Lim, Justin Tan

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