Harbin Last 18
代理组 / CA-5008 公关整合传播
|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|
|品牌||哈尔滨啤酒 | HARBIN BEER|
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.
While the whole world counted down to another New Year, Harbin counted down to the very first legal beer of Tian imo, the last person to turn 18 in the last minute of 2018.
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.
THE BEER TAP THAT UPSTAGED NEW YEAR’S EVE
To bring Tian Jimo from being excluded to feeling exclusive, we went to lengths to make our gift truly personal by programming it with AI facial recognition. As the gift was a surprise, we trained the AI without seeing Tian Jimo in person.
TJM FINAL BOARD 12.8m
参赛案例模板PPT - Harbin 18 at last
Harbin 18 at last
|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|