Cannes Lions

ALCOHOL

OGILVY SHANGHAI, Shanghai / TSINGTAO / 2011

Presentation Image
Presentation Image
Presentation Image
Presentation Image
Presentation Image
Presentation Image
Presentation Image
Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Description

The 2010 World Expo in Shanghai was visited by over 73 million people, included 246 participants and spanned 184 days. As the #1 beer in China, Tsingtao needed to represent the nation during this once in a lifetime event.China does not have a recognizable beer culture, so we gathered and owned all the unique drinking rituals and etiquettes from every region. Then we introduced China’s beer culture to millions of foreigners at the 2010 World Expo and let them experience it firsthand.

Execution

China does not have a recognizable beer culture, so we gathered and owned all the unique drinking rituals and etiquettes from every region. Then we introduced China’s beer culture to millions of foreigners at the 2010 World Expo and let them experience it first hand.

Outcome

- Over 22 million people participated over 184 days - Brand awareness among foreigners in Shanghai reached 87% - Sales in Shanghai increased by 72% - Events held in 50 pubs and restaurants during the Expo - TV program rebroadcast 46 times - Generated US $7.9 million worth of earned media - Listed in the "Top 10 THINGS TO DO" by Shanghai’s expat magazines.

Similar Campaigns

12 items

Tsingtao Iridescence

THE QUIET LAB, Singapore

Tsingtao Iridescence

2021, TSINGTAO

(opens in a new tab)