During the Chinese New Year 2024 period, CDG Zig launched a ride-based giveaway campaign, rewarding users who booked rides with a chance to win 88,000 Zig Points, Takashimaya vouchers, and promo codes.

To help the campaign stand out amid a flood of festive promos, I collaborated with the marketing team to craft a Key Visual (KV) that was not only clear and scroll-stopping — but also visually distinct from other concurrent CNY campaigns across the market.

My Role & Responsibilities

• Key Visual Design: Created a bold, original KV featuring a God of Fortune with a location pin, tying festive energy to CDG Zig’s core brand idea — mobility.
• Visual Hierarchy & Layout: Structured prize tiers (1st, 2nd, 3rd) in a way that was easy to scan and visually rewarding.
• Platform Adaptation: Adapted the KV across multiple platforms, including:
  • App splash screen
  • Webpage
  • In-app banners
  • EDMs
  • Social media (Instagram/Facebook)

Design Approach

• Standout Strategy: Focused on creating visuals that could cut through the noise of other festive campaigns — using bright color contrast, stylised illustration, and clear messaging.
• User-Focused Layout: Designed with user scanning habits in mind — making instructions and prize info easily digestible.
• Festive, Not Generic: Gave the campaign a festive edge without falling into template-like designs often seen during CNY.

Outcome

• The campaign achieved overwhelming response and participation, supported by strong visual clarity
• The Key Visual played a key role in capturing attention among competing CNY campaigns
• Graphics delivered consistent, standout presence across all platforms — reinforcing message and boosting engagement

eDM