#HopForJoy: Lau Pa Sat x White Rabbit LNY Collab

#HOP FOR JOY:
LAU PA SAT X
WHITE RABBIT
LNY COLLAB

Our Approach

Creating a Signature Experiential Campaign to deliver a memorable visitor experience

Challenge

To create an experiential marketing campaign that celebrates the Lunar New Year of the Rabbit, positions Lau Pa Sat (LPS) as the go-to destination for food and cultural experiences among both tourists and locals, and strengthens connections with the brand's rich historical heritage.

The Story

Lau Pa Sat (LPS) is a renowned landmark in Singapore, representing the country's cultural heritage since the 1800s. As the only Hawker Centre located within a Gazetted Monument, LPS has served locals and tourists for over 100 years.

Despite its unique positioning as a cultural destination, LPS faced challenges due to a lack of heritage awareness and competition from nearby food establishments.

To overcome the challenges, LPS hoped to launch a signature experiential campaign, and drum up the hype among locals and tourists with a memorable visitor experience.

There is no better opportunity to capitalise on the buzz than during the bustling Lunar New Year festivity.

Our Approach

Phase 1:

Creating an Experiential Marketing Campaign

LPS collaborated with White Rabbit Candy during Lunar New Year of the Rabbit to celebrate Singapore’s heritage and evoke nostalgia while uniting Singaporeans through food, culture, and experiences.

The partnership between the two brands was a natural fit due to their shared legacy and rich heritage that resonates deeply with Singaporeans. The aim was to leverage each other’s brand equity and create a unique and innovative experience. The campaign included experiential messaging, festival decor, influencer management, and user-generated content creation, all centered around LPS’ vision to offer A Taste of Singapore, with the tagline #HopForJoy to celebrate Lunar New Year.

Phase 2:

Activating an Immerse Festival Experience

Our team was dedicated to creating an unforgettable experience for visitors at the LPS x White Rabbit event. We designed an immersive festival experience that engaged attendees through festive décor and exciting on-site activations.

Among the attractions was a towering 5-meter inflatable White Rabbit, featuring an octagon-shaped base that pays homage to the architecture of LPS, which formed the perfect backdrop for visitors to snap selfies.

Phase 3a:

Crafting an
Offline-to-Online Engaging Experience

By recognising our target audience’s interest in Chinese Zodiac predictions during Lunar New Year, we created displays featuring zodiac predictions to encourage visitor engagement where they can take photos and share them with their friends, sparking conversations about LPS.

The integration of call-to-action on on-site activations with QR codes directing visitors to online contest resulted in a cohesive offline-to-online experience.

Phase 3b:

Incentivising Customer Engagement

The team introduced spend-and-redeem mechanics like White Rabbit Ice-cream Claw Machine, Top Spender Reward, and Merchandise Redemption to incentivise spending at LPS and the download of the FairPrice App.

A rewards program was implemented at Lau Pa Sat to encourage customers to use the app, with the top three spenders receiving vouchers and prizes. The initiative aimed to promote app adoption and show appreciation for customer loyalty.

Phase 3c:

Influencer Marketing & User-Generated Content

Lifestyle influencers were thoughtfully chosen in partnership with PartiPost based on demographics and interests aligned with the #HopForJoy campaign. This ensured influencers had an engaged audience interested in festival offerings. UGC was effective in engaging new audiences and increasing foot traffic to LPS during the festival.

Online giveaways on social media were also created to generate brand awareness and extend talkability of the brand and destination.

Results

The combination of on-site activations, social media strategy, and influencer marketing proved to be a winning formula for the festive brand collaboration between Lau Pa Sat and White Rabbit Candy. This approach not only created an interactive and memorable experience for visitors but also led to a significant increase in sales transacted on the FairPrice App.

The campaign’s success is evident in the increased foot traffic and revenue generated, along with the extensive media coverage and positive sentiments expressed by lifestyle influencers. The campaign exceeded its objectives and provided substantial tangible and intangible ROI for the client. Most importantly, the collaboration established LPS as a must-visit destination for locals and tourists alike, positioning it as a hub of exciting events and experiences.

Our team is immensely proud of the successful results we achieved through this campaign, and we are thrilled at the prospect of working with the Client on future marketing endeavours to build upon this success together.