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Harbin Responsible Drinking
2019铜奖

Harbin Responsible Drinking

RC-W-2019-12774

代理组 / CA-1011 全媒体整合


参赛公司 百比赫广告(上海)有限公司 BBH CHINA
广告主/品牌主 哈尔滨啤酒 Harbin Beer

作品信息

发布日期 2018年10月
预算/研发成本 200-500万
公益 Yes
行业类别 酒精饮料
品牌 哈尔滨啤酒 | HARBIN BEER

作品描述

背景

Harbin Beer, as China's No.1 Beer amongst young adults, was tasked by the China Traffic Police to create a campaign that would make this generation sit up and pay attention to Drink Driving again.
It turns out that in China, the risk of Drink driving is much more than death or imprisonment.

目标

As the most preferred beer brand in China amongst young adults, this was the perfect opportunity for Harbin to change the topic from death and imprisonment to something young adults really care about losing: their future.

创意

So we decided to focus on the consequences of Drink Driving on what they truly care about: their future.

A criminal record of drunk driving excludes you from top-level jobs, starting a business, some international travel, and much more. Exactly the types of things young adults in China aspire to.

结果

12,000 visitors in 2.5 weeks
6.2B Media Impressions
RMB88.8M in earned Media Value
8,5M Social Media Engagements
-13,64% fewer people involved in DUI accidents by the end of 2018 - compared to the yearly average between 2011 and 2017


RD Case Board

HarBin_Museum-0418_H264

参赛案例模板PPT - Harbin lost future


制作信息

公司网络 阳狮 | Publicis
集团公司 阳狮集团 | Publicis Groupe
代理公司 百比赫广告(上海)有限公司 | BBH CHINA LIMITED (上海)
广告主/品牌主参与人员信息 Hower Ji,Brand Director,0086-137-6162-7399,Hower.JI@cn.ab-inbev.com