Tsingtao: STRANGEST BEER CULTURE

Credits & Description:

Category: Corporate Communication

Advertiser: TSINGTAO

Product/Service: ALCOHOL

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 (Ogilvy Shanghai)

Designer: Zhang Lei//Ellie See/Tianli Liu/Kevin Lee (Ogilvy Shanghai)

Typographer: Kevin Lee/Zhang Lei/Ellie See (Ogilvy Shanghai)

Agency Producer: Aywei Wong/Weisian Lee/XiaoLong Wu (Ogilvy Shanghai)

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

DOP/Camera man: Liu Yong

Sound Studio: Hush Studios, Shanghai (Hush Studios, Shanghai)

Print producer: Lydia Liu (Ogilvy Shanghai)

Account supervisor: Twelve Tang (Ogilvy Shanghai)

Media placement: TV - TV - May 1, 2010

Media placement: Outdoor - Outdoors - May 1, 2010

Media placement: In Store - Restaurants, Supermarkets, Airports - May 1, 2010



Summary of the Campaign

The 2010 World Expo in Shanghai was visited by over 73 million people, included 246 participants and spanned 184 days. As the No.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 first-hand.



Over 22 million people participated over 184 days, sales in Shanghai increased by 72% and the campaign generated US $7.9 million worth of earned media.



The Situation

The 2010 World Expo in Shanghai was visited by over 73 million people, included 246 participants and spanned 184 days.

As the No.1 beer in China, Tsingtao needed to represent the nation during this once in a lifetime event.



The Goal

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.



The Strategy

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 first-hand.



Execution

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.



Documented Results

- Over 22 million people participated over 184 days

- Brand awareness among foreigners in Shanghai reached 87%

- Sales in Shanghai increased by 72%

- Events held in 50 pubs and restaurants during the Expo

- TV program rebroadcasted 46 times

- Generated US $7.9 million worth of earned media

- Listed in "Top 10 THINGS TO DO" by Shanghai’s expat magazines.