During Single-Day (November 11) in China, most brands will compete against each other by lowering prices of their products or give away gimmicky gifts, only aiming to stimulate peoples impulse spend. This year, Corona, as a premium import beer brand, did the opposite of everyone else; they decided not to join the “price war”, but to provide you a unique Corona experience no one else can.
Because of last year’s successful “Single-day” event by Corona –Win an Island, this year, Corona will bring an even greater surprise to their customers for better experience. This time, Corona builds a partnership with T-Mall flagship store and sets up a seaside mock-TV shopping channel – “Go Chill”, which aims at offering customer opportunities to experience life on beach through five limited editions Corona “bundle packs”. Consumers can collect points under a “gaming” mechanism to get the opportunity to win the world's top five beach travel awards.
This is the first time that W+K Shanghai has reached out to such a large amount of platforms for a campaign: the OTV provokes audience’s curiosity about the first beach station on T-Mall; the 10 seconds production film gives an introduction on Corona five limited edition bundles gifts; key visual to inspire people to shop for Corona experience; some KOLs as reporters to create feature stories to further enhance the Corona experience on social media.
With three major Chinese celebrities (Tang Yixin, Li Zhiting and Zhang Guowei) hosting the first-ever travel show on TMALL, Corona will be showcasing the world's top three beach destinations while highlighting their unique beach experiences via live-stream.
Integrated advertisement created by Wieden + Kennedy, China for Corona Beer, within the category: Alcoholic Drinks.
Executive Creative Director: Yang Yeo
Creative Director: Vivian Yong
Art Directors: Follen See
Copywriters: Aier Xu
Director of Integrated Production: Angie Wong
Head of Content: Bernice Wong
Producer: Fang Yuan
Planner: David Lin
Digital Strategist: Jamie Qin
Account Director: Linlin Shan
Account Executives: Andrew Kintner, Stark Zhang
Project Manager: Olivia Peng
Business Affairs: Jessica Deng, Kathy Zhan
Designers: Moon Qi, Asha Sha, Will Dai
Production Manager: Vic Zhang
Senior Print Producer: Stone Xue
Digital Imaging Artist: Changqing Lee