Asahi "CHEERS FOR EVERY TINY THING 為每件小事干杯" 整合傳播

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舉報(bào) 2014-06

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電表爆掉，飛機(jī)遲到，姑娘傲嬌，老板發(fā)飆。雖然偶爾不如意，但今天都會(huì)變成昨天。讓我們?yōu)槊考∈赂杀虑啻豪锏拿恳惶欤。HEERS FOR EVERY TINY THING＃＃為每件小事干杯＃

In early 2014, Asahi Beer decided to bring their products into the exciting new ‘night life market. Many big competitors own 90% of this market and as a result, As a Japanese beer brand, Asahi Beer struggles to attract and engage customers. To promote Asahi Beer, we created an integrated campaign for the biggest drinkers and wingers in town, foreigners and white collar workers. From bad traffic, all day meetings, unreasonable bosses, girl rejection and poor air quality to name a few, they love to complain over the smallest of things and so, the strategy was simple. Turn a complaint into an optimistic joke and into something they really like hearing – “Cheers for Every Tiny Thing”. Via an indoor promotion, a campaign site and social media platforms, we created 10 original quotes for use on Coasters and T-shirts, a quirky online “Cheers” creator and 10 uniquely funny “Cheers” inspired videos.