Cannes Lions

THE WORLD'S FIRST PERSONALIZED MEGAHIT

STARCOM MEDIAVEST GROUP, Shanghai / AB INBEV / 2015

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Case Film
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Overview

Entries

Credits

Overview

Execution

We fed our audience’s daily WeChat addiction by enabling the songs to be streamed, customized and shared as messages within the app. In music and video streaming platforms, we enabled people to post their unique song to WeChat, direct from mobile, or from PC by generating unique codes in interactive-banners.

We drove social discovery by turning people’s Weibo tweets into lyrics, creating new unique versions of the song that were tweeted back to them automatically. When people searched for trending social content in Baidu, we served search-ads that created unique versions of the song using their search content as lyrics.

Outcome

Our made-for-mobile experience led China’s youth to customize more than 3 million songs, catapulting the Budweiser track to #1 in the top-music charts. We created music history, and got Budweiser’s edge back, lifting brand imagery in all 3 key areas of “leading trends”, “for nightlife” and “for young people”.

Most importantly, we delivered our primary marketing objective, with Budweiser becoming the “Favourite Brand” for 35% more 18-24 year-olds, leading our nearest competitor as “Favourite Brand” by more than double the number of premium beer drinkers. We achieved Budweiser China’s highest brand preference scores, EVER, driving sales 25% higher YOY.

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