Love Potion 520 Campaign for T2
The campaign is dedicated to T2—a high-end specialty tea store chain—with the aim of expanding the consumer market to Chinese-speaking audiences. The objective is to increase brand awareness and to promote T2 as a go-to gift for all occasions.
Love Potion 520 is a campaign exclusively for Chinese Valentine's Day 2022, which falls on the 7th day of the 7th month in the solar calendar. It specifically targets Chinese-speaking audiences in Australia from China, Taiwan, Macau, Hong Kong, Singapore, Malaysia, and other countries of ages between 18-45.
In Chinese, 520 or "wu er ling" (五二零) is similar to "wo ai ni", which means I love you. It is often used as slang to express love. Through this campaign, the limited Qixi edition products are branded as a "love potion", mindfully and sincerely crafted with the recipe: "195 hours of missing you, 150 minutes to prepare, 100 hours of thinking of the perfect gift, 50 stalks of red roses, 10 km travelled to see you, 7 hugs from me, 5 kisses for you, and 3 words to say" that sums into 520 altogether—meaning I love you.
Magpies mean more than just mere aesthetic purposes, it gives the campaign more cultural and heritage values. While in the original folktale, magpies form a bridge for the couple to meet once a year on the day of the festival and become the symbol of the Qixi festival, for this campaign, Love Potion 520 will be the "bridge" that brings two hearts closer to each other during the Chinese Valentine's day.
