Product / ServiceBEER
CategoryD04. Use of digital in a promotional campaign
Entrant Company:JWT BEIJING, CHINA
DM/Advertising Agency:JWT BEIJING, CHINA



Name Company Position
Polly Chu JWT Beijing CCO
Shankun Sun JWT Beijing CD
Dechun Qiu JWT Beijing Group Head
Wei Huang JWT Beijing SCW
Daniel Ingall JWT Beijing Director-in-Charge

The Brief

Carlsberg Chill is the No.2 brand in China's premium beer segment but lags behind the 'King', Budweiser. As a challenger with a modest budget that pales in comparison to the King's marketing muscle, we constantly need innovative ways to engage our audience to grow brand preference and ultimately drive sales. Chill's brand idea is 'stand up for fun', advocating fun at every opportunity We had the insight that our target drinkers are also avid football fans, frustrated that China wouldn't be competing in South Africa (China has never made it to the final 16).

Creative Execution

Being a leading advocate for fun, Chill decided to 'give Chinese football fans and target beer drinkers some of that winning feeling' during the World Cup through a powerful combination of on and offline activity to create a holistic and memorable brand experience.

Describe the creative solution to the brief/objective.

Our target drinkers are avid football fans, frustrated that China wouldn't be competing in South Africa. Chill's brand idea is 'stand up for fun', so we decided to give Chinese football fans some of that winning feeling. We seeded 3 viral videos showing China defeating some of the best teams…on China's terms. The release of each film coincided with actual matches accompanied with captions such as, “Argentina in shock loss”. The viral was supplemented with an online game and in-bar activities


RESULTS •10+ million views •1,000s positive comments •10,000s forwards, links, embeds, etc •PR worth USD1.5+ million •20% sales volume increase versus same time year before