The campaign is centred on the concept of providing loved ones with a red envelope.
MINI Australia is set to commemorate the 2020 Lunar New Year with a new interactive campaign that celebrates the values of the occasion – spending time with family, reflecting on tradition and looking to the year ahead.
The campaign is centred on the concept of providing loved ones with a red envelope (Hongbao) and are given accompanied by a personal message during Lunar New Year.
Red is considered a symbol of luck, life and happiness and red envelopes are a gift representing prosperity and good wishes.
In recent years the highly popular social media platform WeChat has introduced digital red envelopes that can be shared between users.
In 2018, 823 million people sent or received a WeChat red envelope during the Lunar New Year celebrations.
MINI Australia is using WeChat and created a red envelope out of its MINI Countryman model with four vibrantly-liveried vehicles containing special Lunar New Year WeChat QR codes.
The four gold and red MINI Countrymans will this week begin driving around cities across Australia and New Zealand and provide the opportunity to secure exclusive gifts.
Those who scan the QR code in WeChat using their smartphone will then be taken to a page within the MINI WeChat account where they will have a chance to win one of 380 MINI gift packs.
The Lunar New Year gifts include movie tickets and MINI lifestyle products.