ASB BANK
A crisis-driven Lunar New Year campaign pivot from offline activity to digital engagement.
My contribution
I helped turn ASB's cancelled offline Lunar New Year campaign into a WeChat-first digital experience. I designed the campaign visual system, H5 scratch-card journey, WeChat post layout, QR-led entry points, and limited-edition card artwork, keeping the promotion easy to enter, easy to share, and recognisable on mobile.
2020 / Disruption
Offline Lunar New Year activity had to be rebuilt quickly for a digital context.
Offline -> WeChat
The campaign shifted into a WeChat-first scratch-card experience.
14,270+ Interactions
The short campaign window generated strong participation through mobile entry.
#1 ASB WeChat
It became ASB New Zealand WeChat account's highest engagement campaign at the time.
From cancelled event to WeChat campaign
The Lunar New Year campaign moved from an offline plan into a mobile-first WeChat experience when public activity was no longer possible.
A simple interaction built for entry
The WeChat post and scratch-card flow kept the campaign easy to understand, easy to enter, and easy to share from mobile.
Festive visuals with campaign recall
The Year of the Rooster illustration gave the campaign a strong seasonal signal across posts, entry screens, and promotional materials.
Extending the idea into the card
The limited card artwork carried the campaign beyond the interaction and turned the promotion into a branded banking touchpoint.
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