B1 EDM

Short List
TitleB1 EDM
BrandBUDWEISER
Product / ServiceBUDWEISER EDM LIVE SHOW
CategoryA01. Fast Moving Consumer Goods
EntrantBUDWEISER CHINA Shanghai, CHINA
Idea Creation BUDWEISER CHINA Shanghai, CHINA

Credits

Name Company Position
Leo ZHANG draftLine(Budweiser) Executive Creative Director
Daniel Wang draftLine(Budweiser) Creative Director
Lei Zang draftLine(Budweiser) Associate Creative Director
Serena Tian draftLine(Budweiser) Senior copywriter
Hazel Xu draftLine(Budweiser) Art Director
gaga Shen draftLine(Budweiser) Art Director
Yuki Yu draftLine(Budweiser) Planner
Chace Chen draftLine(Budweiser) Project Manager
Amanda Wang draftLine(Budweiser) Project Manager

Background

Covid19 brought huge crisis to beer industry, especially to our trade partners, with the act of quarantine. Devastated nightlife partners, overstocked beers, trapped and bored consumers. As the “big brother” who is leading the industry, what is Budweiser’s game plan?

Describe the creative idea (30% of vote)

Building B1 EDM Club, Budweiser introduced ‘drinking at home while cloud-raving’ as the new way to connect with others during quarantine. Budweiser shifted offline channels - closed clubs and DJs unemployed, online, creating live-stream raves at brand Tmall store. This cloud rave + live-stream model, re-created happiness for consumers and re-ignited business for partners and brand.

Describe the strategy (20% of vote)

During the pandemic, thousands of nightclubs had been shuttered and the nightlife industry struggled to survive. Consumers drank at home while facetiming with friends as the new way to socialize with others. We shift channels from offline to online by co-work with POCs(club) to host DJ live party as the new way to connect with consumers. First time we create virtual clubbing content / EDM fest live stream room on EC and build up as tailor made IP.

Describe the execution (20% of vote)

Starting in Feb, 2020, the peak moment of covid-19 in China, Budweiser shifted battlefield from offline to online EC. B1 went from 0 to 1 in just a week. In collaboration with more than 10 night clubs and DJs, Budweiser Tmall flagship store launched cloud-rave live shows, with a frequency of 2 times per month.

List the results (30% of vote)

The B1 model enpowered over 10 nightclubs across China back to business, over 2 million fans reignited their passion.B1 Tmall GMV reached 1.28 million USD, 36X EC GMV year-over-year. Achieved 2500% ROI.

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