THE LONG RIDE

TitleTHE LONG RIDE
ClientBUDWEISER CHINA
Product / ServiceBUDWEISER "THANK YOU" BEER
CategoryA03. Online: Fiction
EntrantANOMALY Shanghai, CHINA
Idea Creation ANOMALY Shanghai, CHINA
Idea Creation 2 ANHEUSER-BUSCH INBEV CHINA Shanghai, CHINA
Production THE PROSECUTION FILM COMPANY Singapore, SINGAPORE

The Campaign

"The Long Ride" is a story of a wilful young girl who, against her father's advice, embarks on an epic journey of self-discovery. What she discovers instead, is the depth of her father's love for her.

Creative Execution

Our distribution strategy used a mix of paid, owned and earned media to ensure we reached our target audience. On Weibo, we embedded the video natively on our Weibo page and promoted it via a mix of digital media influencers and key opinion leaders. On WeChat, we used influencers to share the video using Tencent's native video platform - QQ. On traditional media, we promoted the film on popular new year's eve variety programming on Hunan TV and Jiangsu TV.

The film was reported by 266 top media sites in China like CCTV, CNTN, China Daily, Modern Weekly and Harper’s Bazaar – delivering 667 million impressions worth more than 52 million RMB (USD 7.5 million). On QQ Video, the film was viewed more than 21 million times. On Sina Weibo during the campaign period, the campaign hashtag trended at number 3 with more than one million mentions, and the film ranked number 1 for most-watched branded content during the celebration season.

This film was launched in China as part of a Budweiser China's Chinese New Year campaign, not only to entertain but inspire a culture of saying thank you during the Chinese New Year celebrations.

In China, CNY is a time for homecomings all over the country, and beer is commonly consumed and gifted during these reunions with family and old friends. Our creative strategy was to sponsor this meaningful moment, by letting the beer express the feelings of gratitude you have for your loved ones.

Credits

Name Company Position
Elvis Chau Anomaly Shanghai Executive Creative Director
Clarence Chiew Anomaly Shanghai Executive Creative Director
Pickle Guo Anomaly Shanghai Associate Creative Director
Simen Lv Anomaly Shanghai Associate Creative Director
Constance Chen Anomaly Shanghai Copywriter
Nopparath "Mint" Eksuwancharoen Anomaly Shanghai Art Director
Eming Wan Anomaly Shanghai Art Director
Coco Gu Anomaly Shanghai Agency Producer
Roslee Yusof The Prosecution Film Company Director
Spencer Wong The Prosecution Film Company Head of Post Production
Zhilin Ong The Prosecution Film Company Editor
Aundrea Bligh The Prosecution Film Company Executive Producer
Richard Summers Anomaly Shanghai Planning Director
Preeti Hothi-Ramakrishnan Anomaly Shanghai Business Director
Karen Lin Anomaly Shanghai Account Manager
Links
Video URL