IT’S that time of the year again when “Ong” is all around us, which is especially true at Tesco.
The “Ong Mali” catchphrase has become synonymous with the retail giant’s annual Chinese New Year campaigns.
For 2020, the theme has been expanded to “Semua ONG Mali” – an open invitation to everyone to come to Tesco where they’ll find everything they need for the celebration.
The campaign pays tribute to the traditions and beliefs of the Chinese New Year celebration. Its key visual concept is inspired by the vintage lunar Chinese calendar that features auspicious tips and insights.
This ground-breaking integrated campaign is poised to push the CNY marketing communications approach to a whole new dimension, with not one but 21 intriguing commercials – the first ever of its kind in Malaysia. These game-changing festive ads are going to grab viewers’ attention from the get-go with relatable and funny storylines.
Every 30-second episode revolves around actual auspicious tips for a particular day. One episode will be released every day in the run up to CNY starting from Jan 2, to keep the brand’s digital content fresh as well as to provide daily inspiration to shoppers.
The hero of the ads is the fictitious feng shui practitioner Master Ong. All sorts of comical situations arise as he tries to solve his many clients’ predicaments and help them fulfil their dreams.
Along the way, Master Ong highlights how Tesco delivers unbeatable value, freshness and variety which has always been a part of its brand identity. The different scenarios also provide opportunities to showcase Tesco’s wide range of quality offerings and affordability.
The commercials will be aired on local channels as well as over social media such as Facebook, and YouTube. So be sure to catch all 21 episodes and discover the tips to a more joyous CNY!
As part of the Semua ONG Mali campaign, Tesco shoppers who spend a minimum of RM88 will get free ONG Mali angpow packets and a chance to participate in the Semua ONG Mali Spin-The-Wheel game to win fabulous prizes totalling RM888,000.
As a responsible corporate citizen, Tesco is organising the “Kongsi ONG Anda” event whereby shoppers can purchase a “Gift of Prosperity” for as little as RM25. This gift, comprising grocery items, will be given to the less fortunate to help them celebrate CNY.
Let’s all head to Tesco for a Semua ONG Mali Chinese New Year 2020!