B1 EDM

TitleB1 EDM
BrandBUDWEISER
Product / ServiceBUDWEISER EDM LIVE SHOW
CategoryI07. Corporate Purpose & Social Responsibility
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 strategy

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

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

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.

Please tell us how the brand purpose inspired the work

With EDM gene running in its blood, Budweiser China shifted offline business model online, empowering unemployed DJs and closed night clubs back to business. Budweiser leveraged special Taobao platform resources, and created a brand-new‘cloud rave + live-stream model’EC live model, refreshing traditional digital marketing tactics while bringing win-win-win case for both brand, trade partners, and digital platform.

Links

Website URL