Situation:

- For the consumers, brand loyalty is rather superficial as it focuses more on instant appeal like packaging, ads, models, etc., rather than a deeper connection

- Due to social and economic difficulties in Korea, young people in Korea have lost motivation and have forgotten to dream, seeking only the present. They need the inspiration to dream again.

Brief:

- Tell an aspiring story with the artist to win the heart of GenZ with a limited edition can & content.

Objectives:

- To make MZ Generations dream again.

Budget:

- Campaign Fee 242,326.33 USD (excluding media& product production fee)

Project scale and volume:

- Nationwide

The 2030 MZ Gen in Korea who have forgotten to dream because they are tired of reality. Homeownership, employment, and even dating are no longer on their list. As a brand that energizes you to sXeize opportunity and go after your dreams, We thought it was worth the try to inspire GenZ to DREAM AGAIN. So we started a campaign to inspire dreams with a leading Korean artist who can understand them better than anyone else through their eyes and inspire them. We selected BoA as an artist for the DREAM AGAIN campaign. BoA is an artist who has a sympathetic growth story and continues to take on new challenges even now. She is also a pioneer who paved the way for K-pop culture, the artist of numerous other artists. We decided to release her story in a limited edition can.

Due to social and economic difficulties in Korea, young people in Korea has lost motivation and have forgotten to dream, seeking only the present. Homeownership, employment, and even dating are no longer on their list. To GenZ’s having an ambition to achieve great things in life has become irrelevant. Instead, they seek instant gratification. Queuing for hours to get a hold of limited goods, Gen Zs are nifty at the latest trends. Thirsty for something unique, they are always up for the next new thing. But what if having a passion and dream could be the next hip and cool thing? Budweiser, the global NO.1 beer brand representing freedom, challenging spirit, and passion, started a project that supports the dreams of the MZ generation in Korea.

The DREAM AGAIN limited edition has to be unique in its design to catch the MZ generation's eyes. We applied a trendy art, ‘graffiti’, Painted BoA's face on a large canvas using a spray and brush and printed on a can. Also, we used thermochromic ink. When it cools by putting a can in the refrigerator, the lyrics about the dream, written by BoA herself, appear clearly on the surface. When Budweiser is at the perfect temperature to drink, everyone can drink Budweiser and talk about their dreams. The important point starts now. The can becomes a key that opens the way to dreams. We inserted a QR code at the bottom of the can. By scanning a QR code, they can play the VR film of the artist that inspires them to dream. In every moment with Budweiser, they can get inspiration from their hands at any time.

- Pre-release Open Run Event: sold out in less than 1 hour

- 300K cans released in CVS only for a limited time: Sold Out

- Total likes of related Instagram posts: 343,745

- Total view count of related YouTube & Instagram videos: 2,254,649

- Share of Buzz in Social Media: +7.5 ppts

- Purchase intent 6X vs. CPG average (source: Meta)

- Brand Imageries: High-Quality Brand +3.1ppts /Innovative Brand +2.7ppts vs. SPLY

- Message Agreement: 1.7X vs. CPG average (source: Meta)