SEND YOUR BOSS OFF TO A VACATION

Short List
TitleSEND YOUR BOSS OFF TO A VACATION
BrandCORONA
Product / ServiceCORONA
CategoryI05. Cultural Insight
EntrantPARTY A Shanghai, CHINA
Idea Creation PARTY A Shanghai, CHINA

Credits

Name Company Position
Ian Chen Party A Senior Account Manager
Kyle Cai Party A Creative Director
Frank Ren Party A Senior Art Director
Pencil Xu Party A Associate Creative Director
Marx Zhu Party A Founder & ECD

Background

China has one of the world’s fastest-growing GDP, but also the longest working hours for white-collars, even initiates the 996 OT phenomenon (working hours from 9 a.m. to 9 p.m., 6 days a week).. Corona has always encouraged you to DISCONNECT from your work. What can Corona do to leverage the situation to create social buzz?

Describe the strategy

We encourage white-collars to buy Corona and get chance to send their boss to an island vacation. Bosses shared their special huge boarding pass on social media which made them spokespeople for this campaign naturally. All bosses who got the gift or asked for the gift became our social influencers.

Describe the execution

Begin at October 16th 2019, International Boss’s Day, consumers bought corona and won chance to send their boss off to an island vacation according to the different packages they chose. The biggest trip to no man’s land was won by Ai Xiao Ming - President of Whirlpool China, after a voting competition between employees from 528 corporations.

List the results

·Short-term sales went up by 24% ·Staff from 528 companies participated ·100 bosses received the prize of an island vacation

Please tell us about the cultural insight that inspired the work

In China, when the boss is around… You will never dare to leave work on time. You will never dare to make a dinner date. You have to respond for work, even when you are on vacation. It seems like only when the boss isn’t around, then you can finally own your own time.

Links
Social Media URL