THE BEER THAT SAYS THANK YOU

TitleTHE BEER THAT SAYS THANK YOU
ClientBUDWEISER CHINA
Product / ServiceBUDWEISER BEER
CategoryF01. Integrated Campaign led by Promo & Activation
EntrantANOMALY Shanghai, CHINA
Idea Creation ANOMALY Shanghai, CHINA
Idea Creation 2 ANHEUSER-BUSCH INBEV CHINA Shanghai, CHINA
Media Placement STARCOM Shanghai, CHINA
Production THE PROSECUTION FILM COMPANY Singapore, SINGAPORE
Additional Company JONES KNOWLES RITCHIE SHANGHAI, CHINA
Additional Company 2 VICE CHINA Beijing, CHINA

The Campaign

During Chinese New Year, Chinese people reunite with their loved ones all over the country – people who we owe a debt of gratitude. However, it is not in Chinese culture to be overtly expressive, and it's hard to say thank you. Our creative idea was to let the beer to it for you. To do that, we created a bottle design with the words “Thank You” integrated into the label, along with a unique double-toast ritual that echoes the fact that “Thank You” in Chinese, is a double repetition of one sound – “Xie Xie”.

Creative Execution

To launch the new bottle, we created a nationwide movement around the a chinese hashtag which means: Two words for thanks, two clinks to say it. At the heart of the campaign was a unique bottle that we designed with the words “Thank You” integrated into the label. TV commercials, outdoor and retail promoted awareness and participation in this new thank you ritual, while branded content online generated further shareability and participation online.

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

During the campaign period, overall sales revenue increased 22.1% year-on-year, special gift sets on e-commerce increased our revenue by USD 1.92 million, while brand preference reached a historical high of 26.1%. The mini-film and campaign story was picked up by 266 top media sites in China, delivering 667 million impressions worth more than 52 million RMB (USD 7.5 million). During the campaign period on Sina Weibo, the hashtag trended at number 3 with more than one million mentions, while our mini-film “The Long Ride” ranked number 1 for most watched long-form branded content. Post-tracking results revealed that the campaign delivered a lasting cultural impact. So much so that Budweiser has committed to sustaining this campaign idea beyond 2017.

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

To create an impact during Chinese New Year, the most saturated advertising season of the year in China, Budweiser decided to lead its multi-platform Chinese New Year campaign by creating a new SKU – the Budweiser Thank You bottle – inspiring consumer participation on multiple platforms, and activating an outpouring of gratitude during the season.

Our research around the meaningfulness of such reunions uncovered an interesting insight: Unlike the same in western culture, Chinese people are often more reserved when it comes to expressing thanks towards their loved ones. At the same time, there was tension in the fact that they acknowledged that they could and should do more. As a brand that’s all about being true to yourself, we believed we could make a deep cultural impact by making the act of saying thank you easier.

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
Richard Summers Anomaly Shanghai Planning Director
Preeti Hothi-Ramakrishnan Anomaly Shanghai Business Director
Karen Lin Anomaly Shanghai Account Manager