Harbin, China's winter wonderland. In 2023, the city's frosty charm has made it the top tourist destination, attracting an impressive 70 million visitors from all over the country. Born in this city, Harbin Beer seeks to leverage this moment to forge an enduring connection with people nationwide and outperform its main competitor with a low budget despite its spending 4 times more on advertising.

We captured the attention of 70 million tourists during the 7-month snowy weather. Notably, at popular landmarks where traditional advertising formats are unavailable, Harbin Beer has become the only brand with total visibility.

10 Mio Worth Media Value

+500% Earned Media

+70% O2O Sales Growth Year-On-Year

Outperformed our No.1 competitor, despite its 4 times more spending on advertising.

Harbin boasts snowy weather that spans 7 months each year with a snow blanket that stretches over 50,000 km².

The Idea：50,000 km² Snow Billboard

Harbin City is famous in China for its Northeastern style of unrestrained friendliness in an icy and snowy landscape. Visitors from all over the country are eager to experience not only the icy scenery but also the culture of warm hospitality.

Amidst the snow, Harbin is also the workplace for 100,000 delivery riders who often risk slipping on the icy roads. To address this, we’ve designed an innovative solution: an anti-slip tire snow chain that leaves a text imprint in the snow. It doesn't just improve safety, as delivery riders traverse the city, they leave behind a trail of heartfelt greetings for visitors from across the nation. The 50,000 km² snow land of Harbin has been cleverly transformed into free billboards for Harbin Beer’s ads.