Background

In Chinese dormitory, four dormmates live and play games together for 4 years. They grow into brothers. E-Gaming is the most trending passion point for Gen-Z. Also, Harbin Beer is not only the most loved beer brand for Gen-Z, but also the only selected brand to sponsor LOL Professional League. During the most important dinking occasion, the graduation, how to catch attention of Gen-Z consumers and win their love to the brand is a challenge for us. Harbin Beer win Gen-Z' s attention by presenting an emotional flash-back campaign for graduates/gamers. This project cost RMB 2million RMB and was delivered on digital/social/E-commerce platforms. Finally, we sold 12,000 cases "dormitory can".

Describe the creative idea (40% of vote)

Gen-Z consumers, gamers, graduates are the core target audience for Harbin Beer. Leveraging frequently used double-meaning expressions as key creative device, and the dorm as the key creative element, we presented a flash-back campaign to arouse the graduates’ emotion.

Describe the execution (40% of vote)

Harbin Beer redesigned its packaging with a huge hollow-shaped 8 on face of can which can be painted into ten different number. With 3 cans, students can form their dorm number to recall the college life memory and celebrate their friendship.

List the results (20% of vote)

-Social impression: 197 million -NO.1 buzzable beer brand during 2020 graduation season. -Sales of The Summoner’s Rift dorm can (limited edition): 102k cans in ONE day -GMV during period: 4.56m RMB, + 60% vs. same period last year.