Budweiser:
China Music

CORE CREATIVE CONTENT FOR BUDWEISER’S SUMMER MUSIC CAMPAIGN GENERATING A 10% OVERALL SALES INCREASE AND 7 BILLION IMPRESSIONS

Fang

Overview

Budweiser is known as a leader in China's EDM scene, having created Budweiser Storm, Asia's biggest EDM festival, and original music video collaborations. This authentic relationship with music helped beer sales increase year over year, but despite Budweiser's dominance, young consumers were starting to choose wine and liquor over beer. We tapped into the insight that EDM gives you the freedom to release the stress and pressure from everyday life. We broke the mold of the tired EDM music video, by creating a meaningful story-driven sci-fi film that goes deeper than typical music content. Also, we built a brand-new product to drive sales - an LED wristband that reacts to music when activated by a Budweiser bottle.

Elements

This Hollywood-caliber film, "Fang," stars Chinese pop superstar Eason Chan. In the film, Eason and Budweiser are the catalysts that help people break free from a mundane world. The LED wristband guides our characters to liberation, also demonstrating how they function in real life. Eason wrote a brand-new track and collaborated with world-famous Brazilian DJ Alok to create the EDM remix and score for the film. We launched the film with a full-scale PR event with Eason Chan, including a live-streamed Q&A panel. In the end, young consumers had new content from Budweiser that they chose to seek out, rather than avoid, helping solidify Bud's role in Chinese pop culture.

Outcomes

• A PR Live-stream, film, and national campaign featuring pop superstar Eason Chan

• 10 billion impressions

• 1/2MM interactive LED wristbands distributed across bars, clubs, and Budweiser Storm

• +15% increase in sales

The EDM Effect

THE CORE PIECE OF ENTERTAINMENT CONTENT AT THE CENTER OF A 26-MARKET 360-CAMPAIGN FOR BUDWEISER CHINA.

Overview

In China, Budweiser utilizes Electronic Dance Music to engage consumers around universal principles. Both EDM and Budweiser have a liberating effect on people - an impact that Budweiser often refers to as "unleashing your true self." This has resulted in successfully growing Budweiser's brand equity in China.

Eason Chan is a pop star and mega-celebrity in China. However, he is not known for EDM music. This project pairs Eason with top EDM DJ Don Diablo, and the remix of Eason's song shows him in a fresh light for his fans, making him somewhat of an EDM ambassador for Chinese consumers.

Elements

The EDM Effect is an audio-visual metaphor for the way Budweiser and EDM inspire people to unleash their true selves. Set to an EDM remix of Chinese pop superstar Eason Chan's song, "Love is Suspicion," the music video features Eason and DJ Don Diablo kicking off a joyful, contagious dance craze that spreads to all of China and throughout the world.

Outcomes

The EDM Effect was the core piece of entertainment content that sat at the center of a 360- degree campaign, which included TV, cinema pre-roll, packaging, signature events, and premium activations, as well as metro, billboard, and mega-LED OOH in 26 markets. The music video was also the jumping-off point for a Weibo activation that spread the featured dance in real life and on social.