Why is this work relevant for Direct?

This work leveraged the famous Chinese 996 OT culture (working hours from 9 a.m. to 9 p.m., 6 days a week) recently and targeted Chinese white-collars with a campaign with humor to drive sales and share the brand spirit of “living”.

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. Corona has always encouraged you to DISCONNECT from your work. What can Corona do to leverage the situation to create buzz and provoke sales during the 11.11 campaign?

Describe the creative idea (30% of vote)

#Send Your Boss Off to a Vacation# We find the BOSS is the key barrier which restrains Chinese white collars from their leisure time. We encourage consumers to buy Corona on e-commerce and get chance to send their boss to a vacation! A double-win prize for boss and you.

Describe the strategy (20% of vote)

We encourage consumers to buy Corona on e-commerce and get chance to send their boss to a vacation! Bosses shared their special huge boarding pass on social media which made them spokespeople for this campaign naturally. Staff from 528 Chinese companies participated in the interaction.

Describe the execution (20% of vote)

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 is won by Ai Xiao Ming - President of Whirlpool China, after a voting competition between employees from 528 corporations.

List the results (30% of vote)

·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.