Ferrero Rocher always sees an uptick in sales during the Chinese New Year period in Singapore. While most of these numbers can be attributed to the long-standing heritage of the brand in Singapore as well as its iconic gold wrapping which is symbolic in Chinese culture, Ferrero Rocher wanted to appeal to its younger audience and shift its perception from traditional to more contemporary.

Our target audience, 25-44 year old Singaporeans, have an acceptance of the modern family which made them more open to reinventing traditional holidays. Their experiences are often manifested through new and unique rituals which come with a contemporary spin.

Reading horoscope predictions have always been a popular tradition, especially around the time of Chinese New Year. Singapore especially, ranks the highest for year-round Chinese Zodiac search queries in APAC, spiking up even more during Chinese New Year. Although horoscopes are an age-old custom, our audience is always looking to interpret their fortune for the modern age.

The idea is to leverage on the signature golden foil of Ferrero Rocher to create origami sculptures of the 12 Chinese Zodiac signs and let our audience discover their horoscopes via an online interactive platform. The Golden Wheel of Fortune allow us to create a shift in the way people engage with the traditional practice of viewing zodiac predictions as well as changing the perception of Ferrero Rocher in Singapore.

With a steady flow of content via Facebook, YouTube and Google Display Network to the platform, we received an overwhelming response of close to 82K visitors to the website from Singapore and Malaysia during the campaign period.