| Title | UNLOCK YOUR HOME PARTY ANIMAL |
| Brand | BUDWEISER |
| Product / Service | BUDWEISER BEER |
| Category | D02. Point of Sales, Consumer Touchpoints & In-store Collateral |
| Entrant | SERVICEPLAN CHINA Shanghai, CHINA |
| Idea Creation | SERVICEPLAN CHINA Shanghai, CHINA |
| Production | MEZZO FILMS Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Jason Romeyko | Serviceplan Group SE | Worldwide Executive Creative Director |
| Wingho Kan | Serviceplan China (SH) | Group Creative Director |
| Pillow Zhou | Serviceplan China (SH) | Associate Creative Director |
| Yifan Wang | Serviceplan China (SH) | Associate Creative Director |
| Magical Zhao | Serviceplan China (SH) | Senior Art Director |
| Jason Liu | Serviceplan China (SH) | Senior Art Director |
| Lisa Liu | Serviceplan China (SH) | Copywriter |
| Shanshan Mao | Serviceplan China (SH) | Copywriter |
| Bernard Wong | Serviceplan China (SH) | Managing Director |
| Moritz Sanner | Serviceplan China (SH) | Planning Director |
| Erin Lee | Serviceplan China (SH) | Director of Client Services |
| Stella Shi | Serviceplan China (SH) | Account Director |
| Elena Liu | Serviceplan China (SH) | Senior Account Executive |
COVID-19 was a brutal blow to Budweiser and the consumers. During the lock-down period, they could not go to restaurants, bars and night clubs to have fun, while Budweiser is always the social currency. Consumers needed to stay at home and therefore Budweiser wanted to inject some joy back to their lives, and at the same time to drive sales. We executed the campaign through social and digital, obviously because they were the most (or only) efficient communication channels during COVID-19 period. And it was a pilot launch in Chengdu city before a wider roll-out in China.
Budweiser is highly perceived as the Party King Beer by young drinkers in China. While there was no more party during COVID-19 period, we wanted to answer their party needs in an alternative way - via a special Budweiser Home Party Pack (limited quantity sold on e-commerce platform), in which consumers could find Budweiser beers, creative props and a unique drinking game - which aims to UNLOCK THE PARTY ANIMALS INSIDE THEIR HEARTS during the difficult period and have great fun and joy with their friends.
The Home Party Pack was designed with different famous “party animals” which young people would talk about in Chinese social media. We created specific cool illustrations for each animal as key design elements. Red was chosen as the key design colour to comply with Budweiser’s brand. What’s more, these party animals were extended from illustrations to party animal paws sleeves(stuffed toy) which consumers could use them as props to hold the beer and play the drinking game. Besides a beautifully designed instruction card, the game was also designed with party animals stickers to be sticked onto the bottom of a can beer or a bottle beer.
A successful pilot launch in Chengdu, the limited 4,000 Home Party Packs were sold out within 3 days, and our social media content successfully generated over 10,000,000 exposure on social media. Most importantly, the campaign created a fun time for consumers during a time when there was literally no night life and entertainment. With Budweiser Home Party Pack, we successfully turned everybody’s homes into hot and fun party destinations on the planet!