2019提名奖
Harbin Last 18
RC-W-2019-12880
代理组 / CA-2004 户外
| 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12月 |
|---|---|
| 预算/研发成本 | 20-50万 |
| 公益 | No |
| 行业类别 | 酒精饮料 |
| 品牌 | 哈尔滨啤酒 | HARBIN BEER |
| 在线链接 | 哈尔滨啤酒 |
作品描述
背景
Harbin has long been China’s favorite beer amongst legal age young adults. Yet with increasing competition, they are losing traction with their core audience and are beginning to be seen as less youthful.
目标
While the whole world counted down to another New Year, Harbin counted down to the very first legal beer of Tian Jimo, the last person to turn 18 in the last minute of 2018.
创意
FROM A YEAR OF BEING EXCLUDED TO A LIFETIME OF FEELING EXCLUSIVE
When millions were counting down to the New Year, we counted down to one person’s first legal beer – Tian Jimo, the last person to turn 18 in the last minute of 2018 and the last to reach the legal drinking age in China.
结果
THE COUNTDOWN THAT LASTED 11 DAYS
To date, we have registered over 700 million media impressions, commanding a viewership larger than the crowd from all the New Year countdown parties put together that night.
