During the highly anticipated 2022 FIFA World Cup, young people eagerly anticipated gathering with friends for home parties. Recognizing that Chinese urban youth often reside in rented small apartments with restricted rooms for gatherings, Harbin embarked on a mission to create a solution that would bring friends together without compromising on comfort.
Introducing The Harbin Sit Pack, a special beer multi-pack that transforms into a bench, accommodating up to 8 people, including 10 Big Cans of Harbin Beer with exclusive FIFA designs, enhancing the overall experience of the FIFA home.
The results of "The Harbin Sit-Pack" campaign spoke volumes:
• Social buzz exploded, and consumer engagement with the campaign reached record levels.
• Brand ratings on key attributes such as "For Young People", "A Brand I will Share with Friends" and "Is an Innovative Brand" grew significantly.
• All Sit-Pack units were sold out within one minute during a livestream event, demonstrating its tremendous popularity.
• Sales of the brand's in-home SKU, the big can, witnessed remarkable growth compared to December 2021.
This professional campaign titled 'The Harbin Sit Pack' was published in China in November, 2022. It was created for the brand: Harbin Beer, by ad agency: BBDO. This Content and Design media campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 4 months ago.
Agency: BBDO China