SBS celebrates Lunar New Year with launch of fully integrated campaign via Us, Sydney
SBS has launched a cross platform campaign for the first time to celebrate Lunar New Year, inviting all Australians to share and explore the cultural event. Encompassing TV, radio, online and social media, the campaign, via Us, Sydney, creative incorporates culturally symbolic icons significant to communities who celebrate Lunar New Year.
Previously an SBS Radio campaign, SBS will this year roll out the campaign across its multiple platforms to ensure it reaches out to all Australians.
The campaign draws its inspiration from Korean, Vietnamese and Chinese cultures, paying homage to 2013 being the year of the water snake – an ideal year for exploration and creativity.
Central to SBS’s Lunar New Year campaign is the SBS Red Envelope, a web-based app that enables Australians to share virtual Red Envelopes with their family and friends.
Unlike traditional red envelopes containing currency, SBS Red Envelopes hold a different type of good fortune – recipes, lucky greetings, ancient legends, content from Luke Nguyen, – host of Luke Nguyen’s Vietnam and guest chef on Masterchef – SBS PopAsia and daily prizes. One lucky Australian will win the ultimate Asian travel experience, a trip to China, Vietnam or Korea.
Says SBS Director of Marketing, Helen Kellie: “Already well established within SBS Radio, this year’s campaign celebrates Lunar New Year across all of SBS. It aligns with our multi-cultural purpose and encourages all Australians to participate in and enjoy the nationwide celebration of Lunar New Year.”
“This year SBS is celebrating one of the biggest multicultural events in Australia. From our Outside Broadcast events and live SBS PopAsia performances with SBS Radio, to the TV broadcast and online components of this wonderful campaign, we’re hoping more Australians will explore and celebrate the Lunar New Year.”
The campaign runs until February 24 across TV, radio, online, print and SBS’s social media platforms.
For all event information and Lunar New Year programming visit
US Sydney
Executive Creative Director – Christy Peacock
Art Director – Blair Kimber
Copywriter – Emma Lord
Designer – Elaine Cunningham
Digital Executive Producer – D’Arcy Hooper
Account Director – Tim Stuart
Account Manager – Matt Parker
SBS
Erica Green – Marketing Manager
Shaun Roberts – Senior Broadcast Designer
Charlie Wheeler – Designer