Asahi launches first ever 3D billboard in HK market

Japanese beer brand Asahi has launched its first ever 3D billboard by dentsu International in the heart of Hong Kong's busiest district. The ad serves as an extension to Asahi’s global brand campaign under the platform “Beyond Expected”, a manifesto that is said to lead its audiences to "unveil unexpected experiences the modern Japan brings".  

Asahi’s campaign is the first ever alcohol brand to create such an immersive and anamorphic OOH in Hong Kong. The ad is also an uplift and local adaptation of Asahi’s brand campaign currently touring around the world. The 3D ad starts with a six-seconds reveal of Asahi’s iconic canned beer and finishes with a 15-secs brand reel. Surrounding the ad is a full 270-degree OOH domination right on top of Times Square, one of Hong Kong’s most popular shopping malls. And complementing the OOHs is a streamlined O2O and integrated consumer journey that engages audiences through digital content on social media, website, banners, TVs, and others.  

“This is extremely meaningful for us,” said Donny Ho, regional sales director Asia, Asahi Beer Asia. “One of our marks to be truly Beyond Expected through action, so consumers can see us with fresh eyes, and to take Asahi’s modern Japan spirit with them when they explore the city.”  

“We see 3D billboards as the next phase of advertising; in fact, it’s already here,” said Chester Tang, creative director, dentsu International Hong Kong. “We have a head start in Hong Kong and are now free to break the fourth wall, merge with our IRLs and blur the lines between content, experimental and OOH.” 

In January this year, Asahi Group announced that it would renew its flagship brand, Asahi Super Dry, for the first time since its launch in 1987. Aside from tweaking the recipe for the beer, Asahi Group revamped the packaging and communication of the Asahi Super Dry brand. This includes a redesign of its logo and design.

The new packaging combines two types of silver, matte and metallic, to create a simpler and more sophisticated design. It added that by simplifying the design, the visibility of the "Asahi" logo and the "SUPER DRY" logo has been improved. 

Moreover, the new “dry" taste is achieved by designing a "dry curve" on the back of the can that visually expresses the message "new super dry start" and the characteristics of the taste of "super dry" in an easy-to-understand manner to appeal to consumers.

The group also said this is one of its largest advertising investments in its history. The campaign will kick off around March to coincide with the anniversary of "Super Dry".

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