Background

Every Spring Festival, over 3 billion Chinese consumers travelled between place they work and home, which is the human migration of the biggest scale on the planet. But Spring Festival of 2020 was special, with COVID-19 spread nation-wide. The travel back to work becomes the most dangerous journey. Consumers panic about traveling back to work, ‘How to go back to work safely’ has become hottest social topic during the period. The government’s strict anti-epidemic guidelines also intensified this panic. We want to convey a sense of optimism while providing effective TIPS.

Describe the strategy

The consumers of Harbin Beer are mainly LDA groups aged between 18 and 29, most of whom have another identity - workers. They suffered from COVID, both physically and mentally and asked each other for help on social media (Wechat & Weibo) Under the panic, they urgently need to release their mental tension. A genuine humor is what they really need at the moment.

Describe the execution

The “Red Poster” invented by Mao Zedong was born after the founding of the People‘s Republic of China in 1949. It helped CCP successfully mobilized its people to overcome countless momentous struggle and has long been a kind of collective memory of Chinese consumers. The format is widely leveraged by pop culture and artists. We made a quick response to the outbreak of the epidemic during the Spring Festival. It only took 3 days to create a joyful and humorous Ha-pi Back-to-Work Bible Leveraging the format of Chinese propaganda poster and but incorporating with hottest internet memes, with a series of useful and easy-to-carry-out tips are given to different groups of consumers.

List the results

The Harbin Rework Guide not only helped consumers rework safely, our Chinese style humor really aroused their collective memory and eased the COVID panic. And it has been spontaneously forwarded by the media inside and outside the industry, and even been imitated by well-known brands. Social impression: 20 million media impression, of which 16.5 million impression were earned-media worth 1.4 million yuan; Best case of 2020 Q1 in China advertising circle; The government took the initiative to cooperate to provide free media spots in communities and office buildings, and took ‘Ha-pi Back-to-Work Bible’ as the official epidemic prevention guidance.