Egg-citing or challenging? Roundup of Easter campaigns from brands in HK

Hongkongers have packed their travel bags for the upcoming Easter long holiday from 17 to 21 April as Hong Kong expects to see over 6.04 million visitors in and out of the city during the period.

According to the Immigration Department, border control points are expected to see cross-border crowds during the Easter holiday, with the authorities sending more manpower on site to ease the passenger traffic.

"The number of outbound and inbound passengers using land boundary control points will be relatively higher on 18 April and 21 April, with around 759,000 passengers and 618,000 passengers respectively," the department said.

The department also expects heavy traffic at Lo Wu, Lok Ma Chau and Shenzhen Bay ports, with an average daily crossing of 225,000, 202,000 and 164,000 respectively.

Embracing the festive spirit of the Easter season, brands in Hong Kong are getting creative with joyful and engaging campaigns. From Best Mart 360 to DFI Retail Group’s loyalty app yuu, these brands are incorporating Easter-themed elements—such as colourful eggs and playful rabbits—to spread seasonal cheer and delight their audiences.

Let’s take a closer look at some of the outstanding and creative campaigns created by brands in Hong Kong MARKETING-INTERACTIVE has rounded up this Easter.

1. Best Mart 360

To coincide with Easter, unlike traditional promotions, Best Mart 360 has designed an interactive game on Instagram to catch the unique "surprise" feature of Kinder eggs, making it a blend of play and curiosity to induce participation and boost engagement. The campaign runs from 7 April to 20 April 2025. 

Prior to participating in the campaign, all participants are required to follow Best Mart 360 Instagram account, such as the game feed, tag two friends and simultaneously take the guess. Upon completing all the actions as above, the feed will organically spread among friends of participants

In order to engage with audience swiftly, a chatbot is pre-built – different responses have been set up in accordance with the response of audience. Such interactive campaigns not only boost immediate participation but also build a robust and engaged follower base especially among younger audience to make the brand more lively and dynamic.

With the exclusive prizes (HK$5 e-coupon), the e-coupon serves the function of driving online awareness to offline traffic. Ultimately, to increase sales by nurturing a larger audience that can be converted into customers. Given the injection of additional excitement and motivation to the campaign, the post received more than 10,000 reactions in a few days after launch. 

2. Hong Kong International Airport

As the Easter holiday approaches, Hong Kong International Airport (HKIA) is transforming passengers’ journeys into unforgettable experiences with a vibrant lineup of festive activities.

Designed to delight travellers during the peak Easter season, the airport has rolled out an array of engaging programmes that bring joy and excitement the moment guests step into the terminal. From intricately decorated Easter eggs to lively dance parades that energise the atmosphere, HKIA ensures that the holiday spirit takes flight alongside its passengers.

Adding to the cheer, playful Easter Bunny mascots will roam the terminals, offering photo opportunities and spreading smiles among travellers of all ages.

The campaign is promoted via HKIA's own social channels including Facebook, Instagram, TikTok and Xiaohongshu.

“We want every passenger’s journey to begin with wonder right here at HKIA, even before they reach their final destination,” said Joanne Ma, deputy general manager of the terminal and passenger experience department at HKIA.

3. Nina Mall x Shin Kigen

Nina Mall has collaborated with Japanese egg brand Shin Kigen to launch an engaging Easter campaign. The mall has been ingeniously transformed into “Eggster Fun Playground” with four interactive photo spots. The installation features a nearly three-metre-high signature giant Shin Kigen Egg box, with egg cartoon characters in Easter costumes.

The campaign aims to engage families and the community in a festive celebration of Easter through in mall interactive experiences centred around Japanese eggs, which also strive to boost malls’ traffic and stimulate tenants’ sales, said Chinachem Group's spokesperson in a conversation with MARKETING-INTERACTIVE.

The campaign focuses on creating fun and memorable Eggster moments by offering four giant egg-themed interactive installations that encourage families to take photos and participate in games, such as the “Egg Beater Game” challenge, which tests participants' reaction speed in a fun and engaging manner, added the spokesperson.

The campaign also features the launch of the exclusive new product “Hang Heung x Shin Kigen Egg Rolls” for shoppers to redeem. Shoppers can join the “Spring Shopping Fest Lucky Draw” at the same time when they upload receipts on CCG Hearts Apps (Chinachem Group Loyalty Programme). As part of the campaign, Nina also organised the “Eggploring Hunt” , a QR code treasure hunt within the malls, which invites families to explore and stay at shopping malls while seeking hidden eggs. This not only boosts foot traffic but also fosters a sense of community involvement, the spokesperson said.

Running from 9 April to 5 May 2025, the campaign targets young families and nearby communities, aiming to foster a sense of togetherness during Easter. The campaign is planned and lined up by Chinachem Group leasing marketing team and supported by partner AJI-NO-CHINMI marketing team, event agency Pico International (HK) and PR agency Dynamic Duo PR (DDPR), added the spokesperson.

Promotions will be executed across multiple channels to effectively reach the target audience, including a well-crafted press release with campaign details and appealing PR photos will be distributed to print and online media, leveraging media’s influence to draw public awareness. Engaging content will be shared on platforms such as Facebook and Instagram, featuring vibrant visuals of the activities and user-generated content from participants highlighting their experiences.

Furthermore, eye-catching signage and interactive displays will be placed throughout the participating malls, ensuring that shoppers are informed about the campaign and its activities as they explore. The mall will also partner with family-oriented influencers to create buzz around the campaign, showcasing their participation in the activities and encouraging their followers to join in. By employing a multi-faceted promotional approach, the campaign aims to maximise engagement and participation from the target audience.

4. The Mills

The Mills in Tsuen Wan has introduced an Easter initiative “Eggventure”, where children can roam around with a complimentary game kit and set off on an exhilarating egg hunt. The Mills has prepared six exciting Easter egg-hunting activities during the weekends and public holidays from 12 to 27 April, tailored for children to experience the thrill of adventure and take on different challenges.

In terms of marketing strategies, a multi-faceted marketing strategy has been carefully devised to attract families and create memorable experiences, according to The Mills' spokesperson. The strategies adopted include collaborating with Nan Fung Group and The D. H. Chen Foundation, leveraging the "Pause & Breathe" programme to incorporate mindfulness into each challenge. This not only provides a unique selling point but also aligns the event with educational values.

Six themed, interactive missions were designed to promote mindfulness and problem-solving skills among children. These activities are not just fun but also encourage families to spend quality time together, making the event appealing to both children and their parents, added the spokesperson. The campaign also offers limited edition Easter gifts for participants who complete the missions adds an element of excitement and motivates participation. Early birds receive additional incentives, such as the Crayola Acrylic Paint set, encouraging early attendance and participation.

The campaign also introduces limited-time attractions such as the 20 gashapon machines on the 1/F, providing a sense of urgency and exclusivity, drawing crowds eager to experience all the event has to offer before it ends. It also utilises the NF Touch membership platform to offer game kit redemption, encouraging existing members to participate and attracting new members with special codes. This strategy not only boosts foot traffic but also strengthens customer loyalty and engagement with The Mills' digital platforms.

These strategies collectively aim not just to drive footfall during the Easter period but also to reinforce The Mills' reputation as a family-friendly destination that emphasises educational and meaningful experiences.

Done with collaboration with PR agency Chance Communications and production house Sparkle Marketing, the campaign is amplified via social media, media coverage, press release and EDM.

5. yuu

In celebration of the upcoming Easter, DFI Retail Group's customer rewards platform yuu has launched the “Eggs-extraordinary Easter” (狂想復活節) campaign running from 8 to 21 April, allowing yuu members to transform into egg-hunting experts and embark on an exciting journey to find four-coloured Easter eggs.

A spokesman from yuu told MARKETING-INTERACTIVE that the objective of the campaign is to engage with yuu members during the festive season through Easter deals available in the yuu app and an interactive game on social channels.

Done in collaboration with local design and social content agency MTWT, the campaign will be amplified via yuu CRM and social channels, targeting all yuu members.

The spokesman added that the marketing strategy lies in a fun and straightforward social game with the opportunity to win yuu points. To win these points, members simply need to discover the hidden Easter eggs that are ingeniously hidden within the Easter offers in the yuu App. The first 2,000 members who successfully collect the four-coloured Easter eggs within the yuu App according to the game instructions will have the opportunity to win 2,000 yuu points.

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