Campaign Spotlight: Luzhou Laojiao and F5 Shanghai launch countrywide campaign to celebrate Mid-Autumn Festival

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SHANGHAI, CHINA — With Mid-Autumn Festival (a.k.a Moon Festival) fast approaching, Chinese liquor brand Luzhou Laojiao has launched a new campaign done in collaboration with F5 Shanghai to encourage people to go home and spend time with their families.

The “Raise A Glass to the Moon” campaign echoes the Chinese traditional festival that celebrates the harvest and family reunions.


The campaign consists of a TVC, an H5 game, and on-ground posters and in-store displays. TheH5game was created by F5 Shanghai’s tech arm and offers lucky draws and raffles to users, providing an interactive component in marketing the brand’s liquor products. As online marketing is essential inChina, the agency launched the H5 platform on Wechat, encouraging users to light up a moon and send well wishes to out-of-town relatives and family members. Sharing wishes with one another during Moon Festival is an age-old tradition in China, so the game effectively allows anyone to join in and share their wishes (and the brand) with family wherever they may be.

The TVC puts the spotlight on holiday festivities and highlights the best place to celebrate and see the full moon — home, amongst friends, family, and loved ones. Mid-Autumn festival celebrates togetherness, and the commercial reminds viewers that experiences shared with family make the festival all the more special.

Adams Fan, CCO of F5 Shanghai, said that Mid-Autumn festival stands for meaningful Chinese traditions that bring the family together and keep culture and traditions alive. “Coming up with seasonal advertising is not just about differentiating your product, but also triggering emotions. Mounting an H5 game allows the brand to engage directly with their consumers and form relationships with them. Not only does it bring about brand awareness, but it is also one way to catch the attention of your audience.”

“Through technology, we were able to bring the spirit of the festival online – a testament to the fact that the brand takes responsibility for keeping meaningful Chinese traditions alive, thus reaching out to a new generation via digital and social channels using the launch of an H5 game,” he added.

One of China’s oldest and top-selling baijiu brands, Luzhou Laojiao has been actively embracing market changes and exploring innovations while staying true to its artisanal skills. The brand has been actively seeking innovations and breakthroughs in products and marketing methods.

Home is where the family gathers during Mid-Autumn Festival. By leveraging on consumer behavior during this period, such seasonal promotional ideas by the agency can increase and drive new traffic to the brand.

Watch the TVC here.

Client: Luzhou Laojiao
Agency: F5 Shanghai
Chief Creative Officer: Adams Fan
Strategy: Lluvia Chen
Account Service: Irene Chen
Art Director: Wei Cai
Copywriter: Sherry Xue
Designer: Yuxi Wen; Edward Hu
Editing Effects Specialist: Potato Zhang

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