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Corona stimulates customers to ‘go chill’ on beaches

China’s Annual 11.11 Sale is not all about cutting prices of products or giving away gimmicky gifts. This year, Mexican beer brand Corona offers consumers a unique experience that money can’t buy.

Collaborating with W+K Shanghai, the beer brand has given a face-lift to its TMall flagship store by transforming it into the first ever seaside mock-TV shopping channel – “go chill”.

Through its five limited editions “bundle packs”, the channel gives tours of unique beach experiences, offering viewers a glimpse of the world and its new brand ideal “this is living”.

Consumers can collect points under a “gaming” mechanism to get the opportunity to win the world’s top five beach travel awards to Maldives, Fiji, Seychelles, Bali and Mauritius.

The campaign has reached out across online and offline platforms. A number of KOLs also play reporters to create feature stories to further enhance the Corona experience on social media and stimulate impulsive spending, including three major Chinese celebrities (Tang Yixin, Li Zhiting and Zhang Guowei) who host the first-ever live-stream travel show on TMALL.

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Credits:
Client: AB-InBev
Campaign: 2016 Corona 11-11 Campaign “Go Chill Channel”
Agency: Wieden+Kennedy Shanghai
Executive creative director: Yang Yeo
Creative director: Vivian Yong
Art directors: Follen See
Copywriters: Aier Xu
Account Director: Linlin Shan
Project Manager: Olivia Peng
Production company: The Loft Films Shanghai, Naked Co. Ltd (Thailand)

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