Chinese New Year marks one of the most celebrated – and most crowded – moments on the advertising calendar.
For CelcomDigi, a brand built on enabling connection, this season holds natural significance – a time when connection is actively lived through calls, messages and shared digital experiences.
But with attention stretched across countless campaigns, participation alone wasn’t enough.
CelcomDigi’s ambition was to reach further — by delivering connections that felt more direct, more relevant, and more personal than ever before.
🏮Anchored in Cultural Authority, Reimagined for Today
Beyond the celebrations, Chinese New Year is a cultural moment guided by belief system deeply rooted in tradition.
Among them, Feng Shui and BaZi remain widely followed, influencing how people approach prosperity, relationships and life direction for the year ahead.
At the centre of this cultural authority is Dato’ Joey Yap—one of the region’s most recognised metaphysics masters, whose teachings have built a strong following across TV, live events and publications. Paired with renowned host Chui Ling, the duo brought both credibility and relatability to CelcomDigi’s ‘The Destiny Network’.
Together, they fronted this branded content series that translated BaZi principles into clear, practical guidance for navigating the Year of the Fire Horse 2026—making ancient wisdom relevant for modern audiences.
🏮 From Tradition to Personal Connection
Yet while Feng Shui content has traditionally spoken to the masses—through zodiac signs, elemental readings or broad guidance—we took it one step further.
Because in Chinese culture, identity goes beyond zodiac.
It lives in the surname—a powerful symbol of lineage, heritage and generational continuity.
Harnessing Astro’s first-party data and addressable advertising capabilities, we transformed this cultural insight into a breakthrough execution:
Personalised auspicious greetings paired with words of wisdom, dynamically tailored by surname and delivered directly into individual households.
For the very first time, a long-established festive expression evolved from mass storytelling into precision-targeted, household-level personalisation. What audiences had just engaged with in content now became something personally addressed to them.
In a season saturated with festive noise, The Destiny Network didn’t just participate—it redefined what festive advertising could be.
The response spoke for itself:
1.3 million impressions and a 96% video completion rate, signalling not just attention—but genuine resonance.
Using the cultural significance of surnames, CelcomDigi transformed a traditional ritual feel personal to every household – delivering not just greetings, but a connection that truly landed.