Client: Tesco
Tesco’s Lunar New Year campaign masterfully redefined consumer engagement by proving that the most innovative way to capture attention isn't through a pixel, but through the tangible power of paper. By transforming front pages across 800,000 national and regional newspapers into interactive canvases, the campaign invited households to build a traditional Zhezhi "Paper Horse" from the physical pages themselves. This groundbreaking initiative, developed by Reach PLC and Essence Mediacom, seamlessly bridged tactile print experiences with digital scale, featuring QR-enabled, step-by-step folding guides and bespoke recipe content from author Angela Hui. The impact was phenomenal, driving a 48% increase in purchase intent and a 168% uplift in the perception that Tesco champions diversity. Ultimately, 96% of recallers took action, with 3 in 5 visiting a physical store, marking a truly transformative milestone for the brand’s approach to cultural inclusivity.
