Cannes Lions

THE MARATHON

ANOMALY, Shanghai / BUDWEISER BUDVAR / 2018

Film
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Overview

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Credits

OVERVIEW

Description

The creative idea was simple: Turn the season of celebration into a season of appreciation. The message? Whatever your ambitions, it's your family who will always be there to support you. Chinese New Year is the season to say thank you to them.

Execution

One of the primary story themes in the film, is how our protagonist feels like blocking her parents from her social media updates, because she feels like her parents don't understand her – a universal insight that hits close to home for many young people. To make this insight come to life, we created a unique teaser campaign for the film. After conducting a public survey with WeChat, China's biggest social media platform, we created a national conversations around the idea of "blocking your parents". On the same day we released the survey results on 22 Jan 2018, we piggybacked on this social topic to launch the film. Creating an unprecedented online event in terms of scale and awareness. The film continued to be distributed via paid, owned and earned media for the month leading up to Chinese New Year and the two weeks during the holiday season.

Outcome

The film and launch strategy was a huge success, with over 123 million views during the campaign period, making it the most viewed Chinese New Year film in the FMCG category, with over 400 million social impressions (+84% vs 2017) and 13.8 million social engagements recorded (+263% vs 2017).*

*Source: WeChat

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