Harry’s Turned A receipt Into A Scratch & Win
Client: Harry's Singapore
What we made: Limited-Edition Poker Cards Set
Campaign: Gift with purchase
Industry: Food and Beverage
Event: Chinese New Year
The Campaign
Discounts don't get anybody talking. Harry's knew that going into CNY where everyone runs a spend-X-get-Y promo, especially this time of the year. And most of them blur together. What they wanted instead was something with a bit of theatre to it with a simple spin. Something you'd actually bring up with a table around the family on CNY.
Source: Harry’s Instagram
The mechanic Harry's landed on: Spend $88 in one receipt at any Harry's outlet in Singapore, get a Scratch & Win card. Scratch it at the counter, win S$8 to S$888 in dining vouchers, or Limited-Edition Poker Cards or Red Ang Bao Packets. And they walk out with the prize on the spot.
Pretty simple? But here's what actually brings the cultural alignment to this campaign.
The prize amounts all sit on multiples of 8, 88, 188 and 888 because of the 发 (fa) association with prosperity, it sounds like “to prosper” or “to get rich” in Mandarin. It's one of the most widely known lucky numbers across Chinese culture. Sometimes people pay extra for phone numbers or car plates with lots of 8s, buildings skip the number 4 (which sound like “death” in Mandarin) but pick 8. It's a small thing but every Singaporean reads that ladder instantly without anyone having to explain it.
It already leans on something people already do during CNY- opening the first ang bao of the year.
What We Made : Playing Cards that get played for a round after dinner.
Custom Playing Cards made for Harrys Singapore
Our part was the poker cards set carrying"新年快乐" (Happy New Year in Mandarin Chinese) that looked the same as the rest of the campaign, so they didn't feel like separate promo items. The design carried the same watercolor which is illustrated by Saradevi Ng. The packaging on the box shows core cultural aspects like tangerines that represent wealth, ang bao packets, with the Hokkian word for pineapple “ong lai” which literally translated to “fortune comes”. Of course, the illustration on the back of these cards represent Harry’s Singaporean flagship shophouse at Boat Quay.
These cards look like it belonged on the same table they finished eating their dinner feast and open them up to play a round of cards with the rest of the family.
Custom playing cards can be used across different industries. Read here to find out.
Why we think it works
A scratch cards gets done in seconds but everyone at the table wants to see what you got, so the five seconds turns into a whole moment- people leaving over, asking and comparing. A discount code would be forgotten in the inbox and never to be used.
Curious what a deck like this could look like for your brand? Explore Custom Playing Cards.