In recent years the business of food delivery has boomed in China, however Beer made up only 0.3% of total home delivery orders. So Serviceplan Shanghai collaborated with Budweiser and food delivery company Eleme to cultivate consumer behaviour to order beer alongside cuisine. Serviceplan Shanghai found an interesting insight, that people always struggle to decide what to eat when they make food delivery orders. In order to solve this everyday problem, Serviceplan partnered Budweiser with the Chinese food delivery giant Eleme to create a digital campaign.
For Serviceplan Shanghai’s first campaign for Budweiser they created "BUD X Eleme Super Brand Day“, featuring a digital and physical version of the BUD-meal slot machine which enabled consumers to try out their luck in getting different BUD meal combos. In order to translate the consumer experience from online to offline, a real-life BUD-meal slot machine was launched in Hema store.
Designed with interesting icons, each food combo’s name has its own social slang. In order to create a mysterious feeling and anticipation of what the consumer will get for the delivery, Serviceplan Shanghai also created a special packaging. Within 3 days of the campaign launching in China, 138,944 BUD beer combos had been sold, with a 433,515 engagement of the BUD-Meal slot machine. More than 80,000 stores listed BUD customized beer combos. The first FMCG brand hub launched on the Eleme platform, with more than 1 million consumers visiting the site and 242,153,685 exposure on social platforms.
Integrated advertisement created by Serviceplan, China for Budweiser, within the category: Alcoholic Drinks.
Worldwide Executive Creative Director: Jason Romeyko
Management Director: Bernard Wong
Group Creative Officer: Kan Wing Ho
Associate Creative Director: Wang Yifan
Group Head: Tong Siew Koon
Senior Art Director: Magical Zhao, Jason Liu
Art Director: Charlie Wang
Senior Copywriter: Lisa Liu
Copywriter: Cole Yao, Mao Shanshan
Flash Director: Cara Liao
Planning Director: Moritz Sanner
Business Director: Erin Li
Account Director: Stella Shi
Account Executive: Freya Lai
Motion Production House: Nick Chen, Jin Xian, Maxx Loh / NCKCHN Design