Category: Titanium and Integrated
Advertiser: TSINGTAO
Product/Service: ALCOHOL
Agency: OGILVY SHANGHAI
Date of First Appearance: May 1 2010
Executive Creative Director: Kevin Lee (Ogilvy Shanghai)
Creative Director: Kelvin Leong/Adams Fan/Cindy Shen/Chookian Khoo (Ogilvy Shanghai)
Art Director: Kevin Lee/Zhang Lei//Kelvin Leong/Ellie See/Xiao Kun/Chookian Khoo/Tianli Liu (Ogilvy Shanghai)
Copywriter: Ryan Falch/Adams Fan/Tino Liu/Cindy Shen/Pickle Guo
Designer: Zhang Lei//Ellie See/Tianli Liu/Kevin Lee
Typographer: Kevin Lee/Zhang Lei/Ellie See
Agency Producer: Aywei Wong/Weisian Lee/XiaoLong Wu
Production House: Sparkle Film (Sparkle Film)
Film Director: Lai He
Production House Producer: XiaoLin Zhao
Post Production: Attic Post (Attic Post)
Post Producer: ChyeYee Chow
Editor: Wang Fang/Aaron Jia/Wu Wen Nan
Motion Graphics: Jeep Chow
Director of Photography/Cameraman: Liu Yong
Sound Studio: Hush Studios, Shanghai (Hush Studios, Shanghai)
Print Producer: Lydia Liu
Account Supervisor: Twelve Tang
Media placement: Outdoor - Outdoors - May 1, 2010
Media placement: In Store - Airports, Supermarkets, Restaurants - May 1, 2010
Media placement: TV - TV - May 1, 2010
Describe the campaign/entry
The 2010 World Expo in Shanghai was visited by over 73 million people, included 246 participants and spanned 184 days. As the #1 beer in China, Tsingtao needed to represent the nation during this once in a lifetime event.
China does not have a recognizable beer culture, so we gathered and owned all the unique drinking rituals and etiquettes from every region. Then we introduced China’s beer culture to millions of foreigners at the 2010 World Expo and let them experience it firsthand.
Describe how the campaign/entry was launched across each channel in the order of implementation
Experience 30 different ways to drink at 50 different pubs and restaurants for free.
When people flew into Shanghai International Airport for the 2010 World Expo they received Tsingtao’s Guide to Chinese Beer Culture. The guide directed them to the pubs and restaurants around the city where they could drink free Tsingtao and experience these amazing beer rituals and etiquettes. Subway, outdoor, print and a television program reinforced the Campaign.
Give some idea of how successful this campaign/entry was with both client and consumer
- Over 22 million people participated over 184 days.
- Brand awareness among foreigners in Shanghai reached 87%.
- Sales in Shanghai increased 72%.
- Events held in 50 pubs and restaurants during the Expo.
- TV program rebroadcast 46 times.
- Generated US $7.9 million worth of earned media.
- Listed in “Top 10 THINGS TO DO” by Shanghai’s expat magazines.