Walch Makes Chinese New Year Gifting Tradition Meaningful in New Campaign

BBDO Singapore has launched a campaign for Walch, a leading hygiene and home care brand, to boost hygiene practices and bring Walch Speed Foaming Automatic Hand Wash into the homes of Singaporeans celebrating Chinese New Year to make sure they have a joyous, healthy and safe celebration.

Since the rise of Covid-19 in 2020, the new normal has impacted us all greatly. Our daily lives, rituals and gatherings have changed drastically and the virus remains a risk to many, so people have adapted their habits. In Singapore, everyone wears masks and has increased their hygiene practices, making sure they wash their hands on a regular basis.

When BBDO Singapore received the brief for the Walch Chinese New Year 2021 campaign by Whealthfields Lohmann Singapore Pte Ltd, they seized the opportunity knowing they could make an impactful difference to the lives of Singaporeans given the importance and relevance of Walch products in today’s new normal. This Chinese New Year will be different.

Due to travel and large group restrictions, it will be a challenge for loved ones to gather to celebrate Chinese New Year. BBDO Singapore cut through the clutter of CNY marketing and connected the dots between Walch’s essential and relevant product, and people’s desire to be with their families this Chinese New Year. So the campaign tagline, 'Gift Health. Gift Wealth.' was born from the belief that there is no greater wealth than health. What better way to position Walch Speed Foaming Automatic Hand Wash as the perfect CNY gift than to highlight its function as a contactless hygiene product that ensures your loved ones remain safe and in good health.

“We are delighted to be working with BBDO Singapore on such an important campaign”, said Alicia Liew, head of SEA, Whealthfields Lohmann Singapore. “With the Walch Chinese New Year 2021 campaign, we hope to make everyone excited to celebrate this occasion with their families and friends, even though we will be celebrating very differently, whether safely together in smaller groups or virtually online. We want to keep the tradition of gifting alive and inspire families to share Walch as the perfect gift of good health with their loved ones.”

When asked about the campaign, Guan Hin, chief creative officer at BBDO Singapore, commented: "Gifting in CNY is an important tradition. Giving a gift in today's context needs to be relevant and useful. Walch Speed Foaming Automatic Hand Wash might be an unexpected gift but it's going to be the most meaningful gift of all."

In order to bring the slogan ‘Gift Health. Gift Wealth.’ to life, BBDO Singapore created a meaningful ad of a family gathering on a video call to celebrate CNY highlighting the unique situation that many families will be gathering online rather than in person to celebrate CNY, hopefully resonating with everyone celebrating the festival this year.

BBDO Singapore and Whealthfields Lohmann started 2021 with a bang launching this exciting cross-channel campaign across the island with bus stop 6-sheets, MRT platform screen door, digital and social media as well as various point of sales assets in Singaporean supermarkets, progressively rolled out until end Feb.