At Reach, we’re always exploring new ways to help brands connect more meaningfully with audiences Where People Live. Our Lunar New Year campaign with Tesco and EssenceMediacom is a powerful example of how innovation, creativity and collaboration can come together to do exactly that.

Bringing cultural moments to life through innovation

Lunar New Year is a moment rich in meaning, celebration and tradition, an opportunity for brands to engage audiences in a way that feels both timely and culturally relevant. Working closely with Tesco and EssenceMediacom, we set out to create something that would stand out, resonate and leave a lasting impression.

The result was a campaign powered by Paper Tech – Reach’s latest innovation in interactive print.

What is Paper Tech?

Paper Tech transforms traditional print into a tactile, immersive experience. By integrating interactive elements directly into the page, it allows readers to physically engage with content, turning a passive moment into something memorable and shareable.

In a media landscape dominated by fleeting digital interactions, Paper Tech offers something refreshingly different: a real-world connection that audiences can touch, explore and remember.

A partnership built on creativity and ambition

This campaign is a testament to the strength of our partnership with Tesco and EssenceMediacom. Together, we pushed beyond standard formats to create a bold, creative execution that captured the spirit of Lunar New Year while delivering impact at scale.

By leveraging Reach’s trusted environments across titles including the Mirror, Daily Express and Daily Star, the campaign was able to connect with millions of readers in moments that matter, at home, in their communities and during their daily routines.

Driving deeper engagement Where People Live

At the heart of everything we do is a simple belief: the most effective campaigns are those that meet audiences in the context of their everyday lives.

Paper Tech enables brands to do just that. Whether it’s celebrating a cultural moment like Lunar New Year, launching a new product or aligning with a major national or global event, it creates an opportunity to move beyond awareness and into true engagement.

By inviting readers to interact physically with a brand message, Paper Tech creates a deeper connection, one that lasts long after the morning read.

Participants found it an engaging and rewarding activity, particularly with children. From a post-campaign survey, one reader said, “I liked the idea of the advert as it encouraged my daughters to work together on an activity away from their screens. Anything to help with this modern day problem is great.”

Readers also felt the approach was unique and fun, as well as an authentic celebration of Lunar New Year, inspiring positive feelings about the Tesco brand and its connection to families and communities. A reader sruvey statement read, “It made me think Tesco is more engaged with Chinese and Asian culture than other big supermarkets, thanks to this innovative and thoughtful advertising campaign. It shows it is really thinking about what Lunar New year means.”

Unlocking new possibilities for brands

This campaign with Tesco and EssenceMediacom demonstrates the potential of combining creative thinking with innovative formats. It’s not just about being seen, it’s about being experienced.

As brands look for new ways to cut through and connect, solutions like Paper Tech offer a compelling route to delivering standout, memorable campaigns at scale.

Interested in how Paper Tech could bring your next campaign to life?
Get in touch with the Reach Solutions team to explore how we can help you create impactful experiences that truly resonate Where People Live.