In China, the target audience of World Cup is about 300 million. Many brands endeavor to invest resources to promote World Cup, especially the beer brands highly related to World Cup. How to stand out among various World Cup promotions, how to attract the public and media to join ‘Rise Up 2022’, and how to effectively improve the image of AB InBev and bring about positive influence and value to society through billboards beside the stadium is the biggest challenge for AB InBev.

Rise up 2022

In 2018 World Cup that Chinese team was absent, in order to truly touch the nerves of thousands of Chinese football fans, AB InBev decided to have Chinese team turn up at the stadium in another way. Therefore, AB InBev leased the LED screens beside the World Cup stadium for Chinese football fans and encouraged the Chinese team in Chinese slogan that can only be understood by Chinese football fans. In this way, the promotion ignited the complicated passion

The target audience is 300 million people who focus on World Cup, in which post-80s and post-90s predominate. The national football team of China entered the qualifying match of World Cup only in 2002. Thus, when ‘Rise Up 2022’ published “We are waiting for you in 2022, fighting” on the billboard beside the stadium, it aroused discussion and report among media. Then, AB InBev collected the words that people wanted to express to Chinese football team via the social platform and published them during the game for third place. It brought about heated response once more and successfully expands the influence and profits of ‘Rise Up 2022’.

In the earlier phase, AB InBev used the LED screen beside the World Cup stadium to display the fighting slogan “We are waiting for you in 2022, fighting” which can only be understood by Chinese football fans and aroused heated discussion on the Internet;

In the following, AB InBev launched a collection on social network, encouraging football fans to express their best wishes for Chinese team, and picked out 8 slogans with most likes and displayed them on the LED screen during World Cup semifinals;

Meanwhile, AB InBev put on sale the exclusive cans specially designed for Chinese team and donated the profits to Chinese teenager football team to help the Chinese team fight for World Cup with practical actions.

1)Buzz volume: No.1 among all FIFA sponsors

2)Over 18% earned media rate, far beyond norms(1.5%)

Brand image (July 2018 vs July2017)

1)Top Box Consideration +6.8

2)High quality +0.4

3)Trend-setting +0.7

4) Successful international +4.5