Garcia Marquez said: "Life is not the days we live, but the days we remember“

2024 has passed quietly, and people are still lamenting that it seems that the Spring Festival Gala of the Year of the Dragon has just been finished, and the 2025 Spring Festival Gala of the Year of the Snake will be staged again. The "super insensitivity" to the passage of time is largely due to the lack of high-quality content. They have seen a lot, but can remember very little.

For all major brands and creative marketing organizations, it is the most important "battlefield" of the year - CNY. This year, in 1980, with Yili, "Yili" has completed a new and bold attempt in CNY.

Marketing challenges

When the Spring Festival comes again, the" old routine "will lead to a" new flower path "

As a worthy highlight in the festival marketing landscape, CNY is undoubtedly the core battlefield of brand competition. It not only carries a strong cultural heritage, but also contains huge consumption potential.

During the 2025 Spring Festival, Yili will help Yili activate the long-standing brand asset, the "Five Way God of Wealth", so that the # God of Wealth can reach thousands of families, and continue to endow the Chinese characteristics with the vitality of good luck culture.

In order to break out of the tight encirclement in the "Spring Festival", it is not enough to rely solely on the accumulation and cultural heritage of the brand itself, but also to break through the traditional "three piece" marketing routine of CNY. Together with Yili, Yili has created a new experience of in-depth interaction with consumers, with a view to branding Yili - a brand of warmth and good luck.

Accurate insight

"The most" painful "pain points often wear the most" vulgar "coat"

In an increasingly uncertain era, people are frantically looking for "certainty" to reassure themselves. In the words of people, "It is better to make a huge sum of money than to ask for warmth". This enduring self mockery stems from the biggest "certainty" - rich material wealth.

Especially on the eve of the Spring Festival, expectations and uncertainties for the future are intertwined, and people's desire for wealth is becoming stronger and stronger, becoming a social subconscious. 180 Creative Group（The following are referred to as “180”） keenly captured this emotional pulse, skillfully matched the brand concept of "God of Wealth to Wanjia" with consumers' desire for wealth, making Yili and its products a "baton" for passing good luck and blessings.

God of Wealth to your home, God of Wealth to my home, God of Wealth to Wanjia! Together with Yili, we will have a wealth "people to people" drumming and spreading flowers, so that the blessing will not stay in words, but can be really held in the hands.

technological innovation

"God of Man and God of Wealth, I want them all! Play as AI plays!"

At the same time, 180 also helped Yili to realize the strong combination of "God of Wealth&God of Man" through AI face changing technology, and delivered the first wave of financial blessings in the New Year to users. The real good "Li" got home, and now being rich suddenly!

Users can change their AI faces through simple operations, achieve the dream of "the same frame" with the brand spokesperson Li Xian and the brand IP asset Five Way God of Wealth, and generate exclusive and cute brain washing God of Wealth videos! Who doesn't want to "dominate" the circle of friends?!

This personalized interactive experience caters to consumers, especially young groups' psychology of pursuing uniqueness and sense of participation, arouses their strong enthusiasm for participation, and forms a strong self communication effect, so that every user can feel the unique good fortune brought by Yili in the Spring Festival.

integrated marketing

"The New Year God of Wealth, Family Bucket, has picked you up!"

The main video of "God of Wealth to Thousands of Families" and Li Xian's face changing interactive activity were launched on January 7, the day of the Laba Festival. Not only did God of Wealth and male gods "pack up" to their homes, but Yi80 and Yili also prepared a full set of "guy style" of wealth for everyone:

After the Laba Festival, the year will come, and we will be the one to pick up the wealth! Connect! Connect! Connect! Big move!

For 180 years, we not only hope to bring effective communication to every brand customer through every cooperation, but also hope to bring spiritual comfort to more consumers through every campaign, so that the creativity with obstacles, materials and fun can become the highlight of ordinary life.

2025, let the "fortune" return to the simplest blessing, let the "god of wealth" fill the streets and alleys in a lively manner, and fulfill the small belief in the heart of Chinese people - so many "wealth", good omen!

In an uncertain era, "Congratulations and Wealth" is the most sure blessing we want to give you.

In the New Year, let's raise Yili in our hands and drink to fortune!