Egg-citing season: Roundup of Easter campaigns from brands in HK

Ahead of the upcoming Easter and Ching Ming festive period, Hongkongers have geared up to travel for the long holiday as the city expects to see around 11 million visitors in and out of Hong Kong during the period.

According to the Immigration Department, Hong Kong is expected to see around 9.5 million passengers transit through land boundary control points from 28 March to 7 April, while around 1.5 million passengers will travel by air and sea.

Don’t miss: HK expects 11m border crossings during Easter and Ching Ming festive period

In the spirit of this "egg-citing" season, brands in Hong Kong are embracing creativity by launching campaigns that bring joy and excitement. From Ngong Ping 360 to DFI Retail Group's loyalty app yuu, these brands have introduced campaigns infused with Easter elements, such as Easter eggs and rabbits, to add an extra touch of festive cheer.

Let’s go through some of the outstanding heartwarming and eco-friendly campaigns created by brands in Hong Kong MARKETING-INTERACTIVE has rounded up this Easter.

1. Ngong Ping 360

This Easter, Ngong Ping 360 has joined forces with the Taiwanese cartoon character "Very Miss Rabbit" (好想兔) to bring an egg hunt party to Hong Kong. This is also Very Miss Rabbit’s first debut in the city.

Also known as “Very Miss Rabbit egg hunt party@ Ngong Ping 360”, the campaign is available from 23 March 2024 to 21 April 2024. 

As part of the partnership, a limited number of cable cars have been adorned with "Very Miss Rabbit" themed decorations. Additionally, a 3.5-metre-tall Easter installation featuring the character has been erected at Ngong Ping Village. 

Fans will also have the opportunity to meet and greet the "Very Miss Rabbit" mascot, who will be making appearances at Ngong Ping Village. 

During the event period, Ngong Ping Market will organise hand-painted Easter egg workshops every weekend and during the Easter holiday. Participants can join the workshop by presenting their current cable car tickets and any purchase receipts from Ngong Ping Market merchants.

2. Nina Mall 

Nina Mall has partnered with local illustrator Gaby Teresa and Earthero Studio, an agency that sustainably designs and produces events, campaigns and workshops, to create Easter decorations that embrace a green Easter celebration.

Also known as “Easter Wonderland” (彩蛋 紙之森), the decoration is available from 19 March 2024 to 14 April 2024. While seasonal decorations in malls usually end up being thrown away after the event, this partnership has adopted a series of recyclable materials to craft an interactive and eco-friendly experience for customers, aiming to make at least 60% of the items used for this campaign recyclable.

According to Earthero Studio’s LinkedIn, the Easter eggs, bunnies, and parts of the tree are made out of paper cardboard locally in Hong Kong. Parts of the tree decorations will be recycled at Mil Mill Factory after Easter. 

MARKETING-INTERACTIVE has reached out to Nina Mall for more information.

3. Pacific Coffee

Coffee lovers should not miss this one.

Pacific Coffee has launched an Easter exclusive offer for its customers during the Easter. The flash deal includes a buy-one-get-one-free offer. Customers can enjoy the exclusive offer on any purchase of the selected handcrafted beverage from 26 to 28 March 2024, including the black sesame black sugar ginger Latte and the ⁠black sesame flaxseeds soy milk.

The series of black sesame beverages were launched on 15 March 2024, as the black sesame seeds are abundant in calcium, fibre and antioxidants that boost immunity, offering a unique taste of combination of black sesame and espresso in cold weather.

MARKETING-INTERACTIVE has reached out to Pacific Coffee for more information.

4. Island Shangri-La

To celebrate this year's Easter, Island Shangri-La has created a floral wonderland, inviting guests upon a discovery of family-friendly activities fit for all ages, along with Easter-themed delights and gifts.

The campaign has highlighted the annual Easter egg hunt at YUN WELLNESS on Easter Sunday, 31 March. The interactive one-hour session sets an enchanting scene with creating activities for children. Shangri-La also prepares the surprise of Meeting Mr Mad Hatter and Friends, who will pop in and out through the hotel.

The hotel restaurants design Easter-themed menu and sweets for the customers. Shangri-La also provides an assortment of chocolate eggs and Easter bunnies, presented in the adorable theme of travelling animal friends in colourful hot air balloons.

Families can treat little ones to a fun-filled Easter getaway with the new family-themed rooms and suites. Kids will receive a special seasonal souvenir of Tony Bear dressed in a rabbit costume for an adorable keepsake. Families will enjoy a memorable staycation during the activities of Easter Egg Hunt and Easter Workshops, including egg decorating and Create Your Own Plants.

5. yuu

In celebration of the upcoming Easter, DFI Retail Group's customer rewards platform yuu has launched the “Hatch Your Own Jetso Chicken” (咪走雞孵化計劃) project from 20 March 2024 to 1 April 2024.

Participants may begin by following yuu's Instagram page. Next, they can visit any of yuu's partner stores and utilise the Instagram filter provided by yuu to search for products that they believe can assist in hatching the "Jetso chicken."

By focusing their camera on these products, a virtual egg will appear once successfully found. Participants can tap the virtual egg on the screen and begin recording, awaiting the egg to hatch. Once hatched, participants can give the newly hatched egg a name and share it on their Instagram story.

Afterwards, participants can use the saved Instagram story to register and earn yuu points. The first 1,000 eligible participants will receive a reward of 2,000 yuu points, while the 10 participants with the most creative hatching backgrounds and names will be awarded with 10,000 yuu points.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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