Brief Explanation

Because consumers were motivated to register online for a free trial of the new beer.

The Brief

Taiwanese are no longer excited by new beer launch especially those from the client’s brand – Taiwan Beer. The challenge was to catch everyone’s attention and willingness to share before the official launch. The strategy is to put less highlight on the brand – using a non-branded social buzz to start the conversations going and secondly to use a new techy stunt to attract attention from the bored public.

Describe the success of the promotion with both client and consumer including some quantifiable results

Result – The buzz was huge. In just two weeks, over 106,000 people visited the site. In just 10 days, 15,000 people registered online for the drone delivery service. Covered in all major TV media. The sales were even better. The beer even went out of stock three days before its official launch. Sales were four times better than all previous Taiwan Beer launches.

Explain why the method of promotion was most relevant to the product or service

Where: Taipei of Taiwan When: 17-28 April, 2015 As an original O2O plan: 1) Spread video – drones dressed like a bee is now available flying to your office, delivering the freshest honey beer. Be the first to taste this before launch! 2) Free Trial in crowded area – chase bees to taste the beer before launch! 3) Online registration – consumers from video or free trial event were asked to register online. Randomly selected, the creative agency will send out bee drones to fly to the consumers’ office to notify them the fresh beer deliver! Each selected consumers were given a box of beer to share with colleagues. 4) Google co-op - To create more opportunities for social sharing, the campaign site used Google Street View technology to superimpose bees onto images of people's workplaces. Consumers who registered online could generate these images and share on social media.