China had very strict pandemic protocols for 3 years. In 2022, while the rest of the world have opened up, a 2nd wave of Covid-19 hit China. Extreme pandemic counter measures were enforced to slow down the contagion. Covid testing booths were set up in every corner. People were tested everyday, which led to lockdowns after lockdowns.

For many, the Covid Testing Booth is the visual reminder of the pandemic and everything they felt about it. Thousands were left abandoned when the Zero Covid Policy was concluded.

A SIP OF SPRING.

After 3 years of being in quarantines, this is the first spring where everyone’s out freely. Hoegaarden was launching fruity beers, its first spring event in 3 years..

NEW EXPERIENCE. NEW MEDIA.

Chinese traditionally drink beer in dinnertime, at restaurants exclusively affiliated with beer brands. It's impossible to get in these restaurants and create a new afternoon drinking occasion.

Idea: FIRST SPRING

China’s symbol of the pandemic is reborn to celebrate the first spring in 3 years, free from lockdowns.

Six Covid Testing Booths were repurposed into Hoegaarden Pop Up Bars, where people can unwind in nature and try the new spring fruit beers. Each part of the Covid Testing experience was renewed with sweetness.

DESIGN IN PUBLIC DOMAIN.

Communities were given free access to the designs, these are modular and ready for printing. So more booths—which now lay abandoned-- can be repurposed into sweet community spaces where people can unwind.

Hoegaarden launched its sweet fruity beers in Shanghai, a city of trendsetters and sweet-tasting cuisine. In 2022, it experienced one of the most restrictive and longest total city lockdowns in the world. On-and-off quarantines were also enforced since 2020. For many, it felt like spring never came for 3 years.

SWAB TEST TO BEER TASTE TEST

The strict policy was just lifted. People are already accustomed to stay indoors by their lonesome. Hoegaarden redesigned the same experience often associated with the bitter pandemic, with sweet renewal. Pandemic Community Volunteers invited the community return to the booths one last time, to do a different kind of test, and celebrate our first spring. The space was revamped as a garden, to strengthen Hoegaarden’s image as a daytime beer enjoyed when unwinding in nature.

PR on news channels and social media were leveraged to amplify reach.

SWAB TEST TO BEER TASTE TEST

Six Covid Testing Booths were repurposed into Hoegaarden Pop Up Bars, where people can unwind in nature and try the new spring fruit beers. Each part of the Covid Testing experience was renewed with sweetness.

Social distancing became the 1st community social.

Groupchats for pandemic food group buys to invite communities

Color-coded Health QRcodes that reveal if one got quarantined became Fruity QRcodes that reveal which beer flavor to get

The double-circle windows that hands out swab tests now hands Hoegaarden beer.

The experience was renewed from feeling wound up to winding down in nature.

DESIGN IN PUBLIC DOMAIN.

Communities were given free access to the designs, these are modular and ready for printing. So more booths can be repurposed into sweet community spaces where people can unwind.\

MEDIA AMPLIFICATION

Mainstream News channels, Social Media, PR were leveraged to amplify reach.

The booth was just launched in April 15, 2023; initial results only:

78M+ Total media impressions in 7 days, projected to reach 335M in 30 days

30M+ Social Media reach in the first 3 days, projected to reach 307M+ in 30 days

Top 1 search on RED, social media giant for fashion and style, for fruity beer category

2.8M+ Million PR reach in 10 days, projected to spread to 28M+ in 30 days.

Social Media Search +412% in WeChat