China has one of the world’s fastest-growing GDP,

but also the longest working hours for white-collars，

even initiates the 996 OT phenomenon (working hours from 9 a.m. to 9 p.m., 6 days a week). Corona has always encouraged you to DISCONNECT from your work.

What can Corona do to leverage the situation to create buzz and provoke sales during the 11.11 campaign?

#Send Your Boss Off to a Vacation#

We find the BOSS is the key barrier which restrains Chinese white collars from their leisure time.

We encourage consumers to buy Corona on e-commerce and get chance to send their boss to a vacation! A double-win prize for boss and you.

We encourage white-collars to buy Corona and get chance to send their boss to an island vacation. Bosses shared their special huge boarding pass on social media which made them spokespeople for this campaign naturally.

All bosses who got the gift or asked for the gift became our social influencers.

Begin at October 16th 2019, International Boss’s Day,

consumers bought corona and won chance to send their boss off to an island vacation according to the different packages they chose.

The biggest trip to no man’s land was won by Ai Xiao Ming - President of Whirlpool China, after a voting competition between employees from 528 corporations.

·Short-term sales went up by 24%

·Staff from 528 companies participated

·100 bosses received the prize of an island vacation