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. They come to Harbin to experience the icy scenery. On the one hand, beer brands in Harbin also seek to leverage this moment to forge an enduring connection with people nationwide. The competition between beer brands is increasingly fierce. On the other hand, the snowy weather also causes difficulties for brands to distribute ads, because ads like outdoor are covered by snow that could barely attract eyeballs. Born in this city, Harbin Beer plans to leverage the snow, transforming it into billboards, to win over its competitors.

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.

So, we design innovative branded anti-slip tire snow chains that leave a text imprint in the snow and transform Harbin’s 50,000 km² snow land into Harbin Beer’s billboards to welcome 70 million visitors with warmth.

The main purpose of 70 million visitors from all over the country is to experience not only the icy scenery but also the culture of warm hospitality. On the other hand, the snow weather in Harbin lasts for 7 months. So we decide to choose and transform the 50,000 km2 snow land into our free media spots, making them our billboards to convey Harbin Beer’s greetings. Wherever the tourists visit, they see the billboards and feel the brand’s hospitality all the time.

In 7-month snowy weather, 100,000 delivery riders often risk slipping on the icy roads of Harbin. 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 during the 7-month snowy weather for Harbin Beer’s ads. Notably, at popular landmarks where traditional advertising formats are unavailable, Harbin Beer has become the only brand with total visibility.

We captured the attention of 70 million tourists during the 7-month snowy weather. Instead of spending more than tens of millions of RMB in distributing traditional billboards, the only cost is the snow chain we made for delivery rides and outperformed our No.1 competitor, despite its 4 times more spending on advertising.

10 Mio Worth Media Value

+500% Earned Media

+70% O2O Sales Growth Year-On-Year

Harbin Beer’s icy and refreshing image recognition increases by 25%