On February 17, the Chinese New Year began, which on this occasion corresponds with the year of the fire horse. In a globalized market, more and more brands are joining the celebrations to connect with Asian consumers through advertising initiatives of all kinds. The British supermarket chain Tesco has gone beyond the traditional advertisement and has opted to innovate in the use of media with the ambition of bringing users closer to Asian culture.
The covers serve as promotional support and interactive experience
In partnership with the marketing solutions department at Reach, the publishing group that publishes The Mirror, Daily Express, Daily Star and other regional newspapers, has proposed an exercise in origami, or origami, a practice that consists of the artistic folding of paper and that has a strong connection with Asian countries. The company has taken the covers of the publications to turn them into promotional support, but also into an interactive experience.
By sponsoring the covers, Tesco has highlighted a typical Chinese dish, specifically duck noodles with hoisin sauce, and its possibility of purchasing it in any of its stores, as part of a special offer of products that the supermarket has created to commemorate the arrival of the new lunar year, thereby highlighting the diversity of its catalogue.
Additionally, the back of that cover has included an image designed to shape a paper horse, including instructions for folding it correctly. Thus, the company has brought a layer of interactivity to the printed medium, providing a cultural experience designed for thousands of readers in the United Kingdom to create and celebrate the holiday from their homes.
In addition, the covers included a QR code that gave access to a video with the steps necessary to complete the origami exercise correctly. With this, Tesco has combined the power of connection and reach of both print and digital media to create a large-scale narrative and connect through art, creativity, tradition and outreach to other cultures.
The initiative reflects, as Reach has explained on social networks, the way in which advertisers can use print media to generate interaction in the moment and, in addition, can link it to digital actions that allow the message to extend beyond the page. “It’s a compelling example of how trusted news brands can seamlessly transition from paper to pixel, generating impact and durability.”, they explain.
The Tesco action has been executed in The Mirror, Daily Express, Daily Star and local newspapers like Manchester Evening News, Liverpool Echo, Birmingham Mail, and Bristol Post. In them, it has also included sponsored content with information of interest for the celebration of the Chinese New Year. She has teamed up with writer and editor Angela Hui, who has shared tips, tips, and a traditional recipe to enjoy during the holidays.
