Yeo's Flavour Arcade — FMCG Brand Game, CNY 2026
Context
Chinese New Year is Singapore's most competitive campaign season for FMCG brands. Every brand runs promotions, social ads, and gifting campaigns — creating an environment where individual campaigns struggle to be remembered past the day they launch.
Yeo's — one of Singapore's most recognised beverage brands — wanted their CNY campaign to feel personal rather than promotional. Chinese New Year is a season built on ritual and fortune-telling, yet most brand activations are passive: an ad to scroll past, a promo to forget. The opportunity was to tie the brand to that personal, shareable moment.
The brief was clear: the campaign needed to give people a genuine reason to spend time with the brand beyond a passive social scroll — and a reason to share it. The standard playbook of social ads, gifting packs, and promotional pricing wasn't going to achieve either objective meaningfully.
The Brief
Build a mobile-first branded game for CNY 2026 that earns audience time and attention rather than buying it, and generates organic social sharing beyond what paid media could produce.
The mechanic needed to feel native to Chinese New Year and to the brand — not a generic game with a Yeo's logo bolted on. The result each player received had to be personal enough to want to share.
Timeline: 4 weeks from brief to launch.
What We Built
The game was built as a mobile web experience — no app download required, accessible via QR code, social link, or direct URL. Players answer a short series of Chinese New Year themed questions and are assigned a personalised fortune for the year alongside a matching Yeo's flavour — turning the brand's CNY range into a personal, shareable result rather than a passive ad.
Visual language pulled directly from Yeo's CNY packaging: colours, product illustrations, and cultural motifs. The result felt native to the brand rather than like a third-party game with branding applied.
The entire experience — from brief to live — was delivered in four weeks.
Results
4 weeks
Brief to live
Full concept-to-launch build for the CNY 2026 campaign
Shareable
By design
Every result is a personalised fortune-and-flavour card, built to be shared
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