Heineken CNY KV and Digital Campaign, 2019
- eggie
- 2020年4月1日
- 讀畢需時 1 分鐘
已更新：2020年4月4日
Localized KV development and digital campaign to deliver a fresh perspective from Heineken.
"Global Line Trans-creation: Your holiday doesn't have to be perfect to be perfect"
The Ask
Heineken would like to launched new brand proposition "Fresh Perspective" through CNY campaign. What does the "fresh perspective" mean to China customers? How could we relate it to CNY?
The Answer
Bring the local insights to global perspective!
We twisted CNY insights to a series of copyline to present a new, fresh perspective. Such as, "Get bored at high school reunion? Let the beer sync your memories." and "To actively involved in grabbing red envelopes, you need empty your wallet first."
As for digital, we make it more interactive. During CNY, there are lots of "to do" and "not to do" tradition. Based on that, we created a light UGC mobile page in a Traditional CNY calendar format. Users could get a personalized suggestion of "to do" and "not to do" with funny, witty and fresh perspective from Heineken.
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