Why is this work relevant for Brand Experience & Activation?

To bring their philosophy—This Is Living—to life, Corona wanted to create a integrated brand experience campaign from online to offline, that can inspire more people to briefly disconnect from their day-to-day routine and take the time to stop, relax and truly live in the moment—with the setting sun at the heart of it all.

Background

People are used to being busy when the sun sets, with the beginning of sunset symbolising the moment to stop hustling and start enjoying their own lives. But more and more, life doesn't let up—many people find themselves stuck in meeting rooms or traffic during those golden hours. They live in hectic, fast-paced cities, which makes it harder to appreciate the colourful display that nature puts on every night. Corona needed a way to get people to take this time to relax and appreciate the moment.

Describe the creative idea (20% of vote)

Sunsets aren't exclusive to nature—they're also a timeless and recurring theme in pop music. So, we chose that medium to reconnect our audience with the beauty of sunsets, amplified through a holistic campaign spanning a range of media platforms.

Describe the strategy (20% of vote)

We seized the tension between aspirational sunset relaxation and busy stressful real life. Capturing the insight between sunset moment and numerous music creations, we tried to bridge them through a holistic O2O experience through integrating offline innovative media exposure and online social amplification.

Describe the execution (30% of vote)

1.The first transparent lyric billboard We installed frames with transparent backgrounds and uplifting, sunset-inspired lyrics from well-known pop songs in breathtaking sunset locations across China. With nature as our canvas, passersby were compelled to stop, take a breather and experience what that moment had to offer. 2.The first sunset lyrics playlist We partnered with one of the most popular music streaming apps in China to create the first-ever sunset music playlist that transports consumers to a state of calm relaxation, all at just the press of a button. 3.Find your favourite sunset People were inspired and encouraged to see captivating sunsets matched with their favorite sunset lyrics.

List the results (30% of vote)

1. The sunset playlist accumulated 5.2 millions （minutes of play, the equivalent of 10 years） 2. 2500,000+ consumers impression 3.​​The brand experience successfully helped increase Corona brand power by 0.4 and Premium score by 3.1 nationally while reaching historical high